The document discusses the rise of real-time web and geo-location technologies and their implications for marketing. Key points include: - People increasingly share information in real-time online through social media and their location. This creates expectations for immediate responses from brands. - Real-time search and feeds allow brands to engage audiences at scale but personally by responding quickly to trends and conversations. - Successful examples include companies responding to customer feedback in real-time and launching targeted local campaigns using geolocation. - For marketers, this means always listening, responding and distributing content where audiences are through their mobile devices in real-time.

1. Real-Time Web and Geo-Location Claire Higgins, Head of Marketing, vtravelled.com

2. “ There is no reason for any individual to have a computer in their home.” Ken Olsen “ A wonderful thing about a book, in contrast to a computer screen, is that you can take it to bed with you.” Daniel J. Boorstin “ The future lies in designing and selling computers that people don't realize are computers at all.” Nicholas Negroponte “ They have the Internet on computers, now?” Homer Simpson “ If there is something good in the world then we copy with pride.” Anssi Vanjoki, Nokia General Manager Reality Check?

3. How we get information How we engage with one another and brands Real-time expectations What about now?

4. 1.3 billion tweets an hour Social sites gaining more traffic in the UK than search engines 65mm users access Facebook via their mobile 70% of bloggers are organically talking about brands on their blog. Source: Hitwise June 2010, econsultancy Jan 2010

5. “ The real-time web is a current and constant flow of conservations, shared experiences and geo context” Resource Interactive RI: Lab 2010

6. Real-time behaviour People are using technology to share what they do, buy, think and watch … creating more and more information. How are we dealing with it? Source: David J Carr

7. Real-Time Search Real time search allows brands to communicate to their audience on a larger scale, but on a more personal level In today's society there is a growing need for an immediate response to a situation, news or feedback from a brand. With the inclusion of real time feeds into Google for trending topics this allowed brands to gain a presence on the first page of Google through Tweets, blog posts etc, without the necessity to build visibility through the Web listings We now need to think about not just the: Message Audience Price But the timing!

8. Navigating the real-time web

9. Aggregating real-time opinion to improve coverage of real-time events

10. or Customer Relations team √ Real-time customer service

11. First Direct publish a live “sentiment monitor” on their web site as a way of showing transparency and customer feedback "77 per cent of what's said online about first direct is positive" – this is being used in their advertising (ratified by a research firm) Also linked to a customer acquisition promotion, “£100 if you stay with us £200 if you don’t!” Real-time dialogue

12. Real-time campaigns

13. Shortlisted candidates mounted their own campaigns

14. The #vblogger hashtag appeared over 2,000 times Since launch we have doubled our daily average of visitors to the main site & we are also matching the number of visitors on the blog Registrations on the main site have increased by over 10% and Trip Pod creations by over 12% Twitter followers increased by over 50% since launch Facebook fans increased by 20%

15. Real-time PR Slide to come

16. “ United Breaks Guitars” by Dave Carroll chalked up 6m views on YouTube After the Dave Carroll incident, United took social media to the heart of their business. They launched a “Mileage Plus Special Offer” that users can register for and receive a special surprise gift when United’s Twitter account hits 10,000 followers They also use ‘twares’: special fares exclusively available to followers of the company’s Twitter account

17. Getting information off the Internet is like taking a drink from a fire hydrant Mitchell Kapor

18. What are the implications? What is relevant? Semantic personalisation showing you what is relevant to you Expectation culture Commenting on your brand, whether you like or not Business structure Customer feedback needs to be connected to business processes PR Developing “public relationships” Every comment and action will create an instant & visible digital reaction Source: David J Carr

19. Steal a march on the competition…

20. Within one hour 14 people re-tweeted our message Between them they had 9435 followers On Facebook we had 38 people who gave it the thumbs up and 32 comments Virgin Atlantic had 19,741 fans on that day each of which saw the message on their wall Another 10,000 would see it on their walls from the friends that commented/like this That’s 40,000 people in 60 minutes with no marketing investment ! Around the world in 60 minutes

21. How? Resources Test, test & test Business case Strategy & objectives VAA: To serve, to sell and to socialise Skills Adapt but old skills still critical Listen Be active & respond Feed demand Monitor & measure Market it Era of Just-In-Time marketing Year of the mobile?

22. Geolocation: Emphasis on who you are and where things are

23. Accessible to nearly everyone

24. Geolocation applications

25. Why? People love to connect ‘ Thanks to our connection machine, gen y will stay connected for the rest life…they will leave lifelong Google tracks that will make it easy to find them’ Jeff Jarvis Encourages social activism in real life People love the real world With online going mobile, why stay inside! Know your customer better Information layer that turns connecting into 24/7 and ‘on the go’, which is blurring the boundaries between online and offline Monitor and measure activities

26. Issues Privacy Privacy is dead, Mark Zuckerburg Over-sharing Please Rob me Ubiquity of technology Location is not everything, relevance of offer is key

29. Customer loyalty – tasti D-lite Reward programme that incentivises customers to associate their twitter and foursquare accounts with their Tasti D-Lite membership cards Customers can use their Treatcards to earn points for purchases, but those that opt-into the social media bonuses will automatically earn additional points They’ll also update their social accounts each time the card is swiped and points are earned or redeemed Each purchase will net an additional point for every social network connection. Customers also earn one point on each dollar spent For every 50 points they can redeem against a free medium cup or cone

31. “ Advertisers would be smart to start thinking about their ‘location strategies’. By taking advantage of platforms such as FourSquare, ones that engage and offer the most incentives to customers within the proverbial last 50 feet business can bring all the advantages of the social web to their front door” AdAge August 2009

32. Competition Crowded marketplace Search vs. social Google vs. facebook Infrastructure problems Connectivity Developed vs. developing worlds Technological flaws Bill shock Mobile operators Handsets A few challenges…

33. The travel opportunity Augmented reality Lonely Planet Transit tools Trimet – tools for the web & mobile Create real life value in a virtual world Offers based on location Data Reward loyalty Pepsi Maintaining relationships Focus on customers & ‘capture the moment’ & the live experience One device

34. In summary… Audiences are mobile & we need to widen our digital touch points Be prepared to distribute to interact with audience in their spaces Feedback is real-time and customers have higher expectations Remember things that happen in real-time, can stick around for a long time! Listening is the new marketing Relevancy of content Everything is connected and need to design our products & services to keep this connection The world is our oyster!

35. Thank you [email_address] @claire_higgins