1 Digital Summit Atlanta May 15, 2012 Rebecca Lieb, Industry Analyst Optimizing the Customer Experience with Real- Time Marketing @lieblink
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Digital Summit AtlantaMay 15, 2012
Rebecca Lieb,Industry Analyst
Optimizing the Customer Experience with Real-Time Marketing
@lieblink
© 2012 Altimeter Group© 2012 Altimeter Group
What is “Real-Time Marketing?”
© 2012 Altimeter Group
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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.
© 2012 Altimeter Group
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/
© 2012 Altimeter Group© 2012 Altimeter Group
Real Time = Converged Media
© 2012 Altimeter Group
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
© 2012 Altimeter Group
© 2012 Altimeter Group
Two types of always-on marketing
1. Event driven• Public events• Brand events• Breaking news
2. Customer driven• Customer service• Crisis management
© 2012 Altimeter Group
Two types of always-on advertising
1. Event driven• Public events• Brand events• Breaking news
2. Customer driven• Customer service• Crisis management
© 2012 Altimeter Group
Oreos wins the Super Bowl with a tweet
© 2012 Altimeter Group
Diet Pepsi integrates new “skinny can” into Fashion Week with journalist + social media
© 2012 Altimeter Group
Ford Focus focuses on #daftpunk
© 2012 Altimeter Group
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.
© 2012 Altimeter Group
Toyota feels backlash after Twitter spamming its Toyota Camry promo during Super Bowl
© 2012 Altimeter Group
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.
© 2012 Altimeter Group
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.
© 2012 Altimeter Group
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.
© 2012 Altimeter Group
Two types of always-on marketing
1. Event driven• Public events• Brand events• Breaking news
2. Customer driven• Customer service• Crisis management
© 2012 Altimeter Group
Amazon adjusts its “storefront” in real time based on individual and big data
© 2012 Altimeter Group
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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.
© 2012 Altimeter Group
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.
© 2012 Altimeter Group
AMEX offers real-time discounts to Twitter users with synched cards via hashtag use
© 2012 Altimeter Group
90-95% of @ChicagoCabbie’s repeat business driven through Twitter, social media
© 2012 Altimeter Group
AT&T brings customer care to Facebook
© 2012 Altimeter Group
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%.
© 2012 Altimeter Group
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.
© 2012 Altimeter Group
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.
© 2012 Altimeter Group
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
...”
© 2012 Altimeter Group
Xceed Credit Union is timely & responsive …28
© 2012 Altimeter Group
… but lacks a scalable strategy29
Without setting proper
expectations, a community can
snowball.
© 2012 Altimeter Group© 2012 Altimeter Group
Building a Real-Time Brand
© 2012 Altimeter Group
Execution Workflow: Coordinating Paid, Owned, and Earned as one orchestration
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© 2012 Altimeter Group
© 2012 Altimeter Group
Five goals define your strategy, but always start with Learn (and listen)
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Learn
Dialog
Advocate
Support
Innovate
© 2012 Altimeter Group
Learn with free monitoring tools33
Google Blog Search
Twitter Search
© 2012 Altimeter Group
Paid services provide insights and workflow34
Salesforce Radian6
Other Providers:
BuzzMetrics Collective IntellectCymfonyDow Jones LithiumTechrigy/AlterianVisible Technologies
© 2012 Altimeter Group
Disclosure: An Altimeter Group client
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Listen and measure conversation sentiment
© 2012 Altimeter Group
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
© 2012 Altimeter Group
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
© 2012 Altimeter Group
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
© 2012 Altimeter Group
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.”
© 2012 Altimeter Group
Rebecca [email protected]
rebeccalieb.com/blog
Twitter: lieblink
THANK YOU
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.