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Real-Time Marketing:
The Agility to Leverage ‗Now‘
Spring 2014
Rebecca Lieb, Industry Analyst
@lieblink
AGENDA
•
•
•
•

Defining RTM
Benefits & Risks
The Six Primary Use Cases
12 Steps to Prepare for RTM
DEFINITION
The strategy and practice of
responding with immediacy to external
events and triggers. It‟s arguably the
most ...
Customers now expect brands
to respond in near-real time
•

•

Source: Lithium Technologies 2013

Over half surveyed
want ...
Real-time marketing makes a
difference

Impacts marketing outcomes
Source: GolinHarris, The Promises and Pitfalls of Real-...
BENEFITS OF RTM
• ―Surprise & delight‖

• Right message at the right time
• Brand relevance
• Always-on
Oreo: The RTM Poster Child
This year, Arby‘s rocked RTM at the
Grammy‘s
Meanwhile, other brands jumped on Arby‘s
bandwagon… in real-time!
At this year‘s Superbowl, JC Penny
planned fake drunken tweets…

All in the name of promoting their new ―Team USA‖
mittens...
CHALLENGES OF
RTM
• Plotting strategy & analysis

• Requires intensive preparation, training
• Potential for risk & reacti...
Kenneth Cole‘s RTM #fail
The Six Primary Use Cases
of
Real-Time Marketing
14
Use Case #1: BRAND EVENTS
Planned & Proactive
•

Conferences, product
launches, media
events, customer events, etc.

•

Ad...
Salesforce uses Facebook app to stream
live brand events

Salesforce Live, the app
and dedicated microsite
also integrate ...
Use Case #2: ANTICIPATED
EVENTS
Planned & Proactive
•

Major media events, tradeshows
(e.g. SuperBowl, Emmy‘s, etc.)

•

L...
HBO prepares content for real-time
relevance during Emmys

―We know we need freedom to
develop content on the fly, but we
...
Starbucks promotes a warm nudge
towards coffee during Blizzard Nemo

Starbucks targeted Facebook and Twitter
conversations...
Use Case #3: LOCATION/OBJECTBASED
Planned & Reactive
•

GPS, NFC, or other sensor-based reaction to location, action, or r...
Taco Bell partners with Waze to entice
nearby drivers

Taco Bell leverages several brand integrations
into the Waze app: p...
MGM Resorts serves up recommendations
based on guests‘ location, interests

MGM Resorts sends notifications for
nearby res...
Use Case #4: PREDICTIVE ANALYTICSBASED
Planned & Reactive
•

Branded actions occurring as a result of predictive analytics...
Walgreens responds to in-store
Foursquare check-ins with scannable
coupon
Marketo tracks and scores engagement to
automate relevant content for lead
nurturing
Use Case #5: CUSTOMER
INTERACTION
Unplanned & Reactive
•

Customer service, handling
complaints, community interactions,
c...
PretzelCrisps listens for those in need of a
snack, rewards them with a sample
JetBlue aims for response times of <1
hour, engages both positive and negative
mentions
USA Network interacts with fans in realtime with Character Chatter
Use Case #6: BREAKING NEWS
Unplanned & Reactive
•

Reacting to unanticipated events
(e.g. news) with a legitimate, relevan...
Coca-Cola suspended ad spend, donated
instead to Typhoon relief
Eurocontrol responds to environmental
crisis via Facebook, LinkedIn & Twitter

Eurocontrol used #euva and #ashtag to monit...
Epicurious found itself backpeddling after
Boston Marathon #RTMFAIL
oll:

Which RTM use
case does your
organization find the
most challenging?
Twelve Steps to Prepare for
Real-Time Marketing
37
1. Listen & Learn
Lay the foundation of customer
understanding, goals and content strategy
•
•

Real-time listening for cu...
2. Define RTM Business Goals
Define the goals RTM will serve at the business
and program level
•

E.g. brand
relevance, fa...
3. Integrate with Content Strategy
Alignment is foundational to creating guidelines
around what, how, when to respond, pub...
“Develop a brand compass if you don‟t
already have one, and apply it to real-time
marketing. Set the boundaries around wha...
Pepsi lives its ―Live for Now‖ slogan with Pepsi
Pulse, integrating real-time content into evergreen
content hub
4. Integrate with Channel Strategy
Channel strategy dictates the where of RTM
•

•
•

Consider where is target audience
fo...
Most Critical Channels for Real-Time
Marketing
Mini Cooper listens to social buzz to instruct
content targeting

Mini Cooper tapped into
existing conversations
with cont...
5. Define ―Time‖ Element &
Expectations
Define what RTM means for your unique programs
and channels
∙ Let this guide expec...
Halo BCA averages three-minute turnaround
in >90% of customer inquiries
Dell‘s SLA: Respond to all inquiries within 2 hours
in the channel in which it was received

Dell aligns its customer supp...
―Real-time lasts as long as volume of
conversation is still there. If you can ride that
wave, push it out as much as you c...
6. Establish Guardrails & Trust
Pre-define guardrails and streamline
processes
• Simplify legal approval to Yes/No respons...
Symantec‘s three questions all employees must
ask before posting

•
•

•

Symantec‘s ‗mini playbook‘ helps build
confidenc...
7. Anticipate Negative RTM
Preparedness help mitigate risks, but brands must
be actively and proactive ready for anything
...
Listening helped one company avoid crisis in the
face of the Boston Marathon Bombing

Even before the news of the Boston
b...
After racist ad blunder, Mountain Dew
amplifies apology with promoted tweet
55
8. Assemble Teams & Tools
Successful RTM requires constituents be
available, informed, educated, and empowered
Teams
Socia...
Apply the ―War Room‖ technique
based on the RTM use case

Unplanned & Reactive

Anticipated Events

Planned & Proactive

E...
Adobe assembles key stakeholders weekly to
discuss real-time strategy & execution

Corporate
Comms/P
R

Brand

Creative

R...
―At Adobe, we operate a creative newsroom that
meets on a regular basis to identify upcoming
items to plan for (e.g., news...
Although Oreo‘s famous
tweet during the Super Bowl
captured the limelight

it was the fully staffed
Super Bowl ―war room‖
...
9. Establish Triage
Connect certain cues or events to repeatable
workflows
•
•

Consider how users may respond, identify w...
Build workflows based on positive and
negative interactions
10. Train & Test All Parties
This step is critical to enabling trust and
empowerment needed to act in real-time
• Training...
Training must include strategic AND
executional elements
Strategic

Executional

 RTM‘s integration with larger content
&...
11. Identify Analytics & KPIs
Measurement instructs effectiveness of
current efforts and where to focus more
deeply
•

Est...
Leverage RTM to drive the convergence of
Paid, Owned, & Earned Media

Paid

Provides clues or fodder for
developing catchy...
12. Evaluate Scale Periodically
Scaling RTM carries a host of risks to address–
especially for large enterprises
•

Evalua...
uestions?
Thank You
Rebecca Lieb
rebecca@altimetergroup.com
rebeccalieb.com
@lieblink
With assistance from Jessica Groopman, Senior ...
Use Case #4: PREDICTIVE ANALYTICSBASED
Use Case #4: PREDICTIVE ANALYTICSBASED
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Use Case #4: PREDICTIVE ANALYTICSBASED
Planned & Reactive


Branded actions occurring as a result of predictive analytics (e.g.
recommendations based on browsing history)



Sometimes combined with other marketing solutions‘ data sets (e.g.
Marketing Automation)



Accessibility will grow as data solutions become easier to implement

Published in: Marketing
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