Download - Real Time
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REAL-TIME WEBWHAT BRANDS CAN LEARN FROM STREET MUSICIANS
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A Typical Marketing Meeting Somewhere
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Real-Time Web is a big trend – we haveto start something!
My CEO wants me to be on top of the latestweb trend – how canwe manage real-time?
Everybody is twitteringand broadcasting –This must be cool forour brand!
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Some facts
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Why Real-Time Web? Now?
- Desire for Asynchronous Communication
- Real-Time Exchange Social Objects: Writing, Photos, Audio, Video
- Real-Time Exchange Metadata: Location, personal data, relationships
- Less Technical Boundaries
- Low cost
- Simple integration
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Our Focus
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MICROBLOGGING
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SOCIAL BROADCASTING
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Please adjust your expectations!!!
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YOU WILL BE SOMEWHERE IN THE
LONG TAIL
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...ooooops
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…..hell!
?
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BRANDS USING REAL-TIME APPS
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MICROBLOGGING= MEDIAS MODERN TELEGRAPH
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and the others?
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What can brands do with real-time apps?
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What can brands do with the Real-time Web?COMMUNICATE!
Customer SupportAnswer questions,
give advice or feedback
Promote Productsand Price Offs
Update manycustomersall at once
Building a brand channel of brand and
product discovery, Trends and insights
& breaking news
Give brand a live personality
Offer exclusiveentry to peers
Drive Awarenessto something
of interestto a larger community
Mercedes-Benz Kundenservice
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REAL-TIME PANEL STUDY
Participants: 1193
Age: 14-49 years
Length: 10 weeks
Stimuli: 8 different real-time models/14 brands
Area: New York, San Francisco, Los Angeles, Boston, Miami, Chicago
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Main Results
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BRANDS GET A LIVE PERSONALITY
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REINVENT TRADITIONAL CUSTOMER SUPPORT
(PRE- AND AFTER-SALES)
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GENERATE EXTRA SALES (E-TAILERS)
IMPULSE BUYING
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Mercedes-Benz Kundenservice
DIRECT EFFECT: SALES/ SERVICE COST
DIRECT EFFECT: BRAND/ MEDIA/SERVICE COSTS
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But!!!
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BRANDS ARE VULNERABLE IF THEY DON‘T HAVE A STRONG
(REAL-TIME) COMMUNITY
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Additional Information
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ABER!
LOW! DANGER OF PARA-SOCIAL GROUP BEHAVIOR
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MICROBLOGGINGSOCIAL
BROADCASTINGHeavy User
Light User
Heavy User
Light User
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Learnings from the street musician
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FIND OUT WHERE THE CROWD IS!
COOPERATE WITH OTHER ENTHUSIASTS
DON‘T START SOMETHING ALREADY POPULAR
DON‘T COPY – FIND YOUR OWN STYLEDON‘T SEPARATE YOUR FANS
1
2
3
45
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What does that mean for your brand?
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FISH WHERE THE FISH IS…
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…AT THE RIGHT TIME!!!
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COOPERATE WITH BRAND ENTHUSIASTS
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DON‘T START SOMETHING THAT IS ALREADY POPULAR
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DON‘T SEPARATE YOUR FANS!
?
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DON‘T COPY OR EXTEND A CONCEPT OR CAMPAIGN –
COMPLIMENT USER EXPERIENCE
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Rely on specialists for new arenas:
RELY ON SPECIALIST –DUMP AD-AGENCIES
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Biggest Challenge
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FEAR OF THE UNKNOWN!
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REAL-TIME = PORN
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RESEARCH?
MARKETING?
ADVERTISING?
PR?