optimizing the customer experience with real-time marketing
DESCRIPTION
Real time digital marketing and advertising. A talk delivered at Digital Summit Atlanta 2013.TRANSCRIPT
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Digital Summit AtlantaMay 15, 2012
Rebecca Lieb,Industry Analyst
Optimizing the Customer Experience with Real-Time Marketing
@lieblink
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© 2012 Altimeter Group© 2012 Altimeter Group
What is “Real-Time Marketing?”
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Real-time marketing is immediate reaction —it’s the marketing of relevancy,
achieved by listening and anticipation of consumer interests and needs.
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Real-time marketing delivers what marketers want most and turbo charges other efforts
Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing. http://golinharris.com/#!/insights/real-time-marketing-research/
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Real Time = Converged Media
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Now, let’s define Converged Media6
Two or more channels of paid, earned, and owned media. Consistent storyline, look, and feel. All channels work in concert, enabling brands to reach
customers throughout the customer journey
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Two types of always-on marketing
1. Event driven• Public events• Brand events• Breaking news
2. Customer driven• Customer service• Crisis management
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Two types of always-on advertising
1. Event driven• Public events• Brand events• Breaking news
2. Customer driven• Customer service• Crisis management
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Oreos wins the Super Bowl with a tweet
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Diet Pepsi integrates new “skinny can” into Fashion Week with journalist + social media
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Ford Focus focuses on #daftpunk
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Pizza Hut tackles Super Bowl promotion with AMEX Foursquare check-in special
During Super Bowl XLVI, Pizza Hut’s Foursquare check-ins grew by 1,000 check-ins per minute. By
the time the badge closed, a total of 303.445 people had checked in.
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Toyota feels backlash after Twitter spamming its Toyota Camry promo during Super Bowl
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OxygenLive chats increase tune-in 92%14
Live chats with talent from the show and other fans via twitter led to a 92%
increase in tune-in among 18- to 49-year-olds
compared to the previous season of Bad Girls Club.
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Foursquare promotion contributes to record “Small Business Saturday” sales for AMEX
An estimated 103 million Americans shopped at small businesses on 2011’s Small
Business Saturday. American Express saw a 23% increase
in transactions from its inaugural event.
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BP purchases “oil spill,” other keywords in disastrous PR attempt to sway public opinion
Industry experts estimated BP spent between $5,000 and $10,000 per day in
keyword buys to influence natural information flow.
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Two types of always-on marketing
1. Event driven• Public events• Brand events• Breaking news
2. Customer driven• Customer service• Crisis management
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Amazon adjusts its “storefront” in real time based on individual and big data
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Walgreens combines social, local, and mobile with real-time Foursquare check-in coupons
As of March 2012, consumers who check in at a Walgreens store
via Foursquare instantly receive a
coupon for a special offer. The coupon can be scanned directly
from the smartphone upon checkout.
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PretzelCrisps’ real-time “social sampling” program contributes to 87% sales increase
PretzelCrisps has built up more than 4.2 million
earned media impressions since its
“social sampling” program launch in early 2010.
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AMEX offers real-time discounts to Twitter users with synched cards via hashtag use
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90-95% of @ChicagoCabbie’s repeat business driven through Twitter, social media
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AT&T brings customer care to Facebook
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Wells Fargo’s Twitter account is now its most effective and efficient customer service tool
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@Ask_WellsFargo has contributed to an increase in positive brand sentiment
by 38%.
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Eurocontrol responds to environmental crisis via Facebook, Linkedin & Twitter
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Eurocontrol used #euva and #ashtag to monitor and
respond to conversations about 2010’s Icelandic
volcanic ash cloud.
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Qantas follows up social media crisis with ill-timed #QantasLuxury Twitter competition
Customer fury over Qantas lack of response via social media led to three trending Twitter topics at once –each mentioned in excess of 1K
tweets/minute.
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Chapstick responds to Facebook criticism by deleting ALL negative posts
“We apologize that fans have felt like their posts are being deleted and while we never intend to pull
anyone’s comments off our wall, we do comply with Facebook guidelines
...”
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Xceed Credit Union is timely & responsive …28
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… but lacks a scalable strategy29
Without setting proper
expectations, a community can
snowball.
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Building a Real-Time Brand
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Execution Workflow: Coordinating Paid, Owned, and Earned as one orchestration
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© 2012 Altimeter Group
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Five goals define your strategy, but always start with Learn (and listen)
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Learn
Dialog
Advocate
Support
Innovate
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Learn with free monitoring tools33
Google Blog Search
Twitter Search
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Paid services provide insights and workflow34
Salesforce Radian6
Other Providers:
BuzzMetrics Collective IntellectCymfonyDow Jones LithiumTechrigy/AlterianVisible Technologies
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Disclosure: An Altimeter Group client
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Listen and measure conversation sentiment
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The foundation for an always-on organization starts with manpower
Structure staff around a 24/7 response model Dedicate resources toward “Control rooms” and
“War rooms” to monitor social conversation Arm teams with training and tools for success
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Source: Expion, Disclosure: An Altimeter client
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Applebee’s supports 7K employees in 1K locations to monitor & respond in social
GOVERNANCESHARING
REAL TIME
EFFICIENCY
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Dell uses Salesforce Radian6 to power its
social media monitoring of more than 22K daily topic
posts on the social Web.
Dell’s Social Media Listening Command Center monitors conversation, sentiment
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Gatorade monitors social conversations from a dedicated room
Gatorade’s Social Media Command Center is a
“war room for monitoring the brand in real-time across social media.”
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Rebecca [email protected]
rebeccalieb.com/blog
Twitter: lieblink
THANK YOU
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