Get Real Time Marketing Right

Getting Real Time Marketing Right with

Predictive Conversation Insights

Holly Brown, Chief Marketing Officer

Blab, Inc.

re · al time mar · ket · ing (RTM) [ree-uh l, tahym, mahr-ki-ting] noun

1. The strategy and practice of reacting with immediacy in digital channels to external events and triggers.

Rebecca Lieb, Analyst, Altimeter Group

Definition of Real-Time MarketingAccording to Marketers in North AmericaDynamic personalized content across channels

43%Dynamic personalized content in outbound channels

13%Developing quick response to mainstream event

12%Timely social media retort

11%Dynamic personalized content in inbound channels

5%Offer management

3%None

10%From: www.eMarketer.com | April 2013Source: Neolane and Direct Marketing Association (DMA),“Real-Time Marketing Insights Study,” July 17, 2013

Data Driven Programmatic Campaigning

Ad AutomationDemographic DataCustomers feel “Tracked”

SocialEngagement

Social Media ManagementMonitoring DataCustomers feel “Manipulated”

RTM: A Bifurcated World

The FutureThink of analytics as the accelerator to innovation. Predictive analytics will change the “how” and “when” of how you apply insights.  Use scalable, affordable big data machine learning technologies to get prediction insights with compressed "time to insights." Carl Doty, Analyst, Forrester

discover today what will be important tomorrow – to take preemptive action 

Hindsight is NOT 20/20

BlabPredicts dynamically contextualizes conversations by topic size and relevance, then predicts which

will matter next across channels

Discover today what will be important tomorrowto take preemptive action

Monitoring& Modeling Blab Predicts

The Predictive Conversation Data Layer Includes:

Cross Channel Visibility▸ Blogs▸ News▸ Social platforms

Predictive▸ Who’s saying what?▸ Which conversations will gain

volume and velocity?▸ What’s the context?▸ Where and when will they

matter?

RT Context▸ Seed terms that matter to

your brand every day▸ Context not hashtags▸ Topics not keywords

Conversation & Content▸ Text▸ Image▸ Video▸ Language agnostic

Predictive Social Intelligence is

Next Gen Data AnalyticsData Driven Programmatic Campaigning

SocialEngagement

Plan

Buy

BidAddAdjust

Impact

Create

Shift

Engage

Preempt

Change

Optimize

Enabling New Decision Paths

RTM Organizational Success Factors

Dynamic Contextual Understanding

Predictive Consumer InsightsActionable Data

Visualization

Always Ready

Always On

Bias for Action

People

Process

Data

Get Real Time Marketing Right with People, Process, Data

Helpful Hints

Oreo is a trademark of Mondelez

Find your EverydayOreo Moments

Mainstream Event Conversations

Aggregate on Twitter, but are

Multi-Channel Every Day

Half-life of a Social Post

Half-life = Optimal time for high volume interactionRTM Relevance requires an understanding of which conversations will matter, which will have enough

volume and velocity to warrant action.

3.2hrs

7.4hrs

CMO Dashboard – stay on top of the daily pulse

Real-Time Adaptive Marketing – plan to be spontaneous

Preemptive Brand Protection – your reputation is online and social is the early warning signal

Digital Ethnography – uncover the unobvious

Command Center – optimize events and evergreen programs

Real Time Marketing Use Cases

AdWords at comp priceInfluence the

conversation

Ignite the influencer

s

Engage right social

network

Tag content with trending

terms

Contextualizecontent on what

will matterCapitalize on future industry

impacts

Keep current with audience’s

zeitgeist

Predictive channel planning

Proactively guide the

BrandAnticipate competitive

moves

Optimize always on campaigns

Steer event based campaigns

brand management earned & owned content paid media

Real RTM

▸ Interest▸ Consideration▸ WOM▸ Search▸ Virality▸ Engagement▸ Consumer satisfaction▸ Purchase rate▸ Recency and frequency

Real-Time Marketing MattersDone Right, RTM Lifts Business Metrics

Explore. Predict. Decide.

CMO dashboard

A Sportswear product launch is guided by conversation insights to broaden the product’s

resonance beyond the category’s functional attributes to a lifestyle statement

A clear picture that stylish is a shared conversation across 5 of the 6 Sportswear topics

Compare to competitor which is dominated by functional category attributes

Going into the Super Bowl, a Cereal Brand gets a heads up on which of their campaign themes will resonate best , when it will peek, and which

channel will be most effective

Jan 30 Feb 2Blab predicts the most talked about conversation will be around ‘CUTE’, not expected controversy

Super Bowl day, Cereal Brand becomes one of the biggest conversations

Going into the Super Bowl, Cereal Brand is one of the smallest conversations

optimize real-time marketing campaigns

A Hollywood Studio discovered predicted to grow LBGT boycott of movie based

on author’s view. They preempted with support and quickly mitigated the issue

Discovered multiple predicted to grow topics discussing boycotting.

Client statement diffuses negative conversations before they reach critical mass.

preemptive brand protection

leverage digital ethnographic research

Insurance customer gets an understanding of the always changing online beliefs and

behaviors informing segmentation, profiles, and archetypes

Blab as a virtual honey pot to hang out and discover the zeitgeist of any topic.

Queen Latifah’s Super Bowl performance was predicted to grow, so a Hairstyle Product could proactively engage

Real time content strategy deployed

based on conversation

foresight

Blab Inc Confidential

steer event & promotions from the command center

BlabPredicts.com@Blabbings