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Real-Time Marketing: The Agility to Leverage ‘Now’ презентация
Содержание
- 1. Real-Time Marketing: The Agility to Leverage ‘Now’
- 2. AGENDA Defining RTM Benefits & Risks The
- 3. DEFINITION The strategy and practice of
- 4. Customers now expect brands to respond
- 5. Source: GolinHarris, The Promises and Pitfalls of
- 6. BENEFITS OF RTM “Surprise & delight” Right
- 7. Oreo: The RTM Poster Child
- 8. This year, Arby’s rocked RTM at the Grammy’s
- 9. Meanwhile, other brands jumped on Arby’s bandwagon… in real-time!
- 10. At this year’s Superbowl, JC Penny planned
- 11. CHALLENGES OF RTM Plotting strategy & analysis
- 12. Kenneth Cole’s RTM #fail
- 13. The Six Primary Use Cases of Real-Time Marketing
- 15. Use Case #1: BRAND EVENTS Planned &
- 16. Salesforce Live, the app and dedicated microsite
- 17. Use Case #2: ANTICIPATED EVENTS Planned &
- 18. HBO prepares content for real-time relevance during
- 19. Starbucks promotes a warm nudge towards coffee
- 20. Use Case #3: LOCATION/OBJECT-BASED Planned & Reactive
- 21. Taco Bell leverages several brand integrations into
- 22. MGM Resorts serves up recommendations based
- 23. Use Case #4: PREDICTIVE ANALYTICS-BASED Planned
- 24. Walgreens responds to in-store Foursquare check-ins with scannable coupon
- 25. Marketo tracks and scores engagement to automate relevant content for lead nurturing
- 26. Use Case #5: CUSTOMER INTERACTION Unplanned &
- 27. PretzelCrisps listens for those in need of a snack, rewards them with a sample
- 28. JetBlue aims for response times of
- 29. USA Network interacts with fans in real-time with Character Chatter
- 30. Use Case #6: BREAKING NEWS Unplanned &
- 31. Coca-Cola suspended ad spend, donated instead to Typhoon relief
- 32. Eurocontrol responds to environmental crisis via Facebook,
- 33. Epicurious found itself backpeddling after Boston Marathon #RTMFAIL
- 34. Which RTM
- 35. Twelve Steps to Prepare for Real-Time Marketing
- 38. 1. Listen & Learn Lay the foundation
- 39. 2. Define RTM Business Goals Define the
- 40. 3. Integrate with Content Strategy Alignment is
- 41. “Develop a brand compass if you don’t
- 42. Pepsi lives its “Live for Now” slogan
- 43. 4. Integrate with Channel Strategy Channel strategy
- 44. Most Critical Channels for Real-Time Marketing
- 45. Mini Cooper tapped into existing conversations with
- 46. 5. Define “Time” Element & Expectations Define
- 47. Halo BCA averages three-minute turnaround in >90% of customer inquiries
- 48. Dell’s SLA: Respond to all inquiries within
- 49. “Real-time lasts as long as volume of
- 50. 6. Establish Guardrails & Trust Pre-define guardrails
- 51. Symantec’s three questions all employees must ask
- 52. 7. Anticipate Negative RTM Preparedness help mitigate
- 53. Listening helped one company avoid crisis in
- 54. After racist ad blunder, Mountain Dew amplifies apology with promoted tweet
- 56. 8. Assemble Teams & Tools Successful RTM
- 57. Apply the “War Room” technique based on the RTM use case
- 58. Adobe assembles key stakeholders weekly to discuss
- 59. “At Adobe, we operate a creative newsroom
- 60. Although Oreo’s famous tweet during the
- 61. 9. Establish Triage Connect certain cues or
- 62. Build workflows based on positive and negative interactions
- 64. 10. Train & Test All Parties This
- 65. Training must include strategic AND executional elements
- 66. 11. Identify Analytics & KPIs Measurement instructs
- 67. Leverage RTM to drive the convergence of
- 68. 12. Evaluate Scale Periodically Scaling RTM carries
- 69. Q uestions?
- 70. Thank You Rebecca Lieb rebecca@altimetergroup.com rebeccalieb.com @lieblink
AGENDA Defining RTM Benefits & Risks The Six Primary Use Cases 12 Steps to Prepare for RTM
Слайд 1
Real-Time Marketing:
The Agility to Leverage ‘Now’
Spring 2014
Rebecca Lieb, Industry Analyst
@lieblink
Слайд 3
DEFINITION
The strategy and practice of responding with immediacy to external events
and triggers. It’s arguably the most relevant form of marketing, achieved by listening to and/or anticipating consumer interests and needs.
Слайд 4
Customers now expect brands to respond in near-real time
Over half surveyed
want a response in <1 hour.
38% feel more negative about the company if no response received.
38% feel more negative about the company if no response received.
Source: Lithium Technologies 2013
Слайд 5Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing. http://golinharris.com/#!/insights/real-time-marketing-research/
Real-time
marketing makes a difference
Impacts marketing outcomes
Turbocharges other marketing
Слайд 10At this year’s Superbowl, JC Penny planned fake drunken tweets…
All in
the name of promoting their new “Team USA” mittens ahead of the Olympics
Слайд 11CHALLENGES OF RTM
Plotting strategy & analysis
Requires intensive preparation, training
Potential for risk
& reactivity
Shift in mindset
Risk of “culture-jacking”
Shift in mindset
Risk of “culture-jacking”
Слайд 15Use Case #1: BRAND EVENTS
Planned & Proactive
Conferences, product launches, media events,
customer events, etc.
Advance prep of content strategy and execution
Staff available to engage, react to anticipated posts
Few surprises
Advance prep of content strategy and execution
Staff available to engage, react to anticipated posts
Few surprises
Слайд 16Salesforce Live, the app and dedicated microsite also integrate social feeds
to drive (and monitor) event conversation.
Salesforce uses Facebook app to stream live brand events
Слайд 17Use Case #2: ANTICIPATED EVENTS
Planned & Proactive
Major media events, tradeshows (e.g.
SuperBowl, Emmy’s, etc.)
Like brand events, “locked and loaded” approach to content strategy & execution
Staff available to engage, react to anticipated posts
Showcases brand voice, relevance
Like brand events, “locked and loaded” approach to content strategy & execution
Staff available to engage, react to anticipated posts
Showcases brand voice, relevance
Слайд 18HBO prepares content for real-time relevance during Emmys
“We know we need
freedom to develop content on the fly, but we also need to know the guardrails if anything should be escalated. There are built-in parameters for each campaign.”
-Sabrina Caluori VP Social Media & Performance Marketing at HBO
-Sabrina Caluori VP Social Media & Performance Marketing at HBO
Слайд 19Starbucks promotes a warm nudge towards coffee during Blizzard Nemo
Starbucks targeted
Facebook and Twitter conversations around the blizzard, specifically rending ads for viewers clicking on the hashtags #Nemo and #blizzard and testing different copy.
Слайд 20Use Case #3: LOCATION/OBJECT-BASED
Planned & Reactive
GPS, NFC, or other sensor-based reaction
to location, action, or request
Taps into location-based triggers which prompt an offer or action in real-time
Internet of Things brings endless possibilities with uncanny relevance in real-time
Right person, right content, right time, right place
Taps into location-based triggers which prompt an offer or action in real-time
Internet of Things brings endless possibilities with uncanny relevance in real-time
Right person, right content, right time, right place
Слайд 21Taco Bell leverages several brand integrations into the Waze app: promoting
branded pins of locations, destination-specific targeting, custom campaign messaging (if tapped), etc.
Taco Bell partners with Waze to entice nearby drivers
Слайд 22
MGM Resorts serves up recommendations based on guests’ location, interests
MGM Resorts
sends notifications for nearby restaurants, shopping, show deals, coupons, etc., via guests’ smartphones, based on geo-location, loyalty member status, and preferences.
Слайд 23
Use Case #4: PREDICTIVE ANALYTICS-BASED
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
Sometimes combined with other marketing solutions’ data sets (e.g. Marketing Automation)
Accessibility will grow as data solutions become easier to implement
Слайд 26Use Case #5: CUSTOMER INTERACTION
Unplanned & Reactive
Customer service, handling complaints, community
interactions, crisis management, CRM, etc.
Requires both reactive and anticipatory work
Triage workflow
Crisis communications plan
Determining what will be responded to and where
Empowering staff
Coordination across functions
Requires both reactive and anticipatory work
Triage workflow
Crisis communications plan
Determining what will be responded to and where
Empowering staff
Coordination across functions
Слайд 30Use Case #6: BREAKING NEWS
Unplanned & Reactive
Reacting to unanticipated events (e.g.
news) with a legitimate, relevant message
Difficult to prepare for, often emotionally charged events; acute sensitivity required
Risk of ‘culture-jacking’
Established creative, collaborative, and approval processes key to agility
Difficult to prepare for, often emotionally charged events; acute sensitivity required
Risk of ‘culture-jacking’
Established creative, collaborative, and approval processes key to agility
Слайд 32Eurocontrol responds to environmental crisis via Facebook, LinkedIn & Twitter
Eurocontrol used
#euva and #ashtag to monitor and respond to conversations about the Icelandic volcanic ash cloud. Followers adopted Eurocontrol’s hashtags, including them in stories and tips shared.
Слайд 381. Listen & Learn
Lay the foundation of customer understanding, goals and
content strategy
Real-time listening for customers, competitors, industry, buzz, events
Analytics tools to track and benchmark
Real-time listening for customers, competitors, industry, buzz, events
Analytics tools to track and benchmark
Слайд 392. Define RTM Business Goals
Define the goals RTM will serve at
the business and program level
E.g. brand relevance, favorability, consideration, purchase intent, conversion, loyalty
Results serving these goals help justify program expansion across functions to executives
Слайд 403. Integrate with Content Strategy
Alignment is foundational to creating guidelines around
what, how, when to respond, publish, listen
Provides reference point for rapid decision-making
Content strategy includes training for all stakeholders around goals, brand voice, POV, tone, messaging, values, and content
Aids in the creation of “locked & loaded” and evergreen content
Слайд 41“Develop a brand compass if you don’t already have one, and
apply it to real-time marketing. Set the boundaries around what does and does not make sense for you to participate in, so that every time something is trending, the team isn’t asking: ‘Is this appropriate?’”
-Sabrina Caluori
VP Social Media & Performance Marketing at HBO
-Sabrina Caluori
VP Social Media & Performance Marketing at HBO
Слайд 42Pepsi lives its “Live for Now” slogan with Pepsi Pulse, integrating
real-time content into evergreen content hub
Слайд 434. Integrate with Channel Strategy
Channel strategy dictates the where of RTM
Consider
where is target audience found; where conversations are occurring; changing media habits
Consider appropriate content assets for channel
Consider how top RTM channels relate to content strategy as well as temporal and cultural differences
Consider appropriate content assets for channel
Consider how top RTM channels relate to content strategy as well as temporal and cultural differences
Слайд 45Mini Cooper tapped into existing conversations with content geared towards Facebook
followers in the Northeast
Results:
+2,000 likes
1,200 shares
Results:
+2,000 likes
1,200 shares
Mini Cooper listens to social buzz to instruct content targeting
Слайд 465. Define “Time” Element & Expectations
Define what RTM means for your
unique programs and channels
Let this guide expectations for responding and publishing based on organizational capabilities
Consider temporal expectations for different RTM use cases and scenarios
Not all companies can or will operate 24/7
Let this guide expectations for responding and publishing based on organizational capabilities
Consider temporal expectations for different RTM use cases and scenarios
Not all companies can or will operate 24/7
Слайд 48Dell’s SLA: Respond to all inquiries within 2 hours in the
channel in which it was received
Dell aligns its customer support around their policy to respond to 100% of inbound customer interactions within a 2-hour time period, through the channel in which it was received.
Слайд 49“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 can. It can be anywhere from two days to a couple weeks, so long as your customers are still talking about it.’”
-Jason Miller
Senior Manager of Content & Social at LinkedIn
-Jason Miller
Senior Manager of Content & Social at LinkedIn
Слайд 506. Establish Guardrails & Trust
Pre-define guardrails and streamline processes
Simplify legal approval
to Yes/No response
Have the necessary teams on deck
Create a ‘mini-playbook’ to build confidence
Have the necessary teams on deck
Create a ‘mini-playbook’ to build confidence
Слайд 51Symantec’s three questions all employees must ask before posting
Ask yourself:
Am I
creating unneeded risk to the brand?
Could this impact the company or myself negatively?
Would I want my grandmother to read this?
Could this impact the company or myself negatively?
Would I want my grandmother to read this?
Symantec’s ‘mini playbook’ helps build confidence and empower employees to act autonomously on behalf of the brand. ”Ultimately, it’s all about common sense and what feels right.”
- Charlie Treadwell, Director of Social Marketing at Symantec
Слайд 527. Anticipate Negative RTM
Preparedness help mitigate risks, but brands must be
actively and proactive ready for anything
There is an imperative to respond in real-time to negative brand events as they unfold
Coordinate with corp. comms to establish reactive and proactive guidelines:
There is an imperative to respond in real-time to negative brand events as they unfold
Coordinate with corp. comms to establish reactive and proactive guidelines:
Слайд 53Listening helped one company avoid crisis in the face of the
Boston Marathon Bombing
Even before the news of the Boston bombing hit the airwaves, the company detected mentions of it on Twitter and quickly pulled infographic from the queue, sidestepping what would have come across as insensitive and promotional in the face of the tragedy.
Слайд 568. Assemble Teams & Tools
Successful RTM requires constituents be available, informed,
educated, and empowered
Ensure streamlined execution by taking a “war room” approach
Ensure streamlined execution by taking a “war room” approach
Слайд 58Adobe assembles key stakeholders weekly to discuss real-time strategy & execution
Discusses
RTM’s role in:
Newsworthy events
Upcoming campaigns
Brand events
Alignment with strategy
Newsworthy events
Upcoming campaigns
Brand events
Alignment with strategy
Слайд 59“At Adobe, we operate a creative newsroom that meets on a
regular basis to identify upcoming items to plan for (e.g., news, events, etc.) and talk about what is relevant, what we could do more of, where we could take certain ideas. We have the right people in the room on an ongoing basis so that we don’t need a lot of levels of approval and everyone understands their role — this helps us go from ideation to action much more quickly.’”
-Chad Warren
Senior Social Media Strategist at Adobe
-Chad Warren
Senior Social Media Strategist at Adobe
Слайд 60
Although Oreo’s famous tweet during the Super Bowl captured the limelight
it was the fully staffed Super Bowl “war room” (uniting all brand and agency stakeholders)
that enabled the rapid design, approval, and publication of that tweet.
that enabled the rapid design, approval, and publication of that tweet.
Слайд 619. Establish Triage
Connect certain cues or events to repeatable workflows
Consider how
users may respond, identify what warrants brand response
Train all stakeholders, especially community managers, to:
Identify threatening language cues & brand risks
Know who/how many will respond and how to do so in a human way
[When/How] to escalate to legal, PR, etc.
Train all stakeholders, especially community managers, to:
Identify threatening language cues & brand risks
Know who/how many will respond and how to do so in a human way
[When/How] to escalate to legal, PR, etc.
Слайд 6410. Train & Test All Parties
This step is critical to enabling
trust and empowerment needed to act in real-time
Training must occur across all stakeholders and include both strategic & tactical elements
Community managers (i.e. those posting and responding)
Those creating, approving, distributing, monitoring
Internal & external stakeholders (incl. vendors & agencies)
Training must occur across all stakeholders and include both strategic & tactical elements
Community managers (i.e. those posting and responding)
Those creating, approving, distributing, monitoring
Internal & external stakeholders (incl. vendors & agencies)
Слайд 6611. Identify Analytics & KPIs
Measurement instructs effectiveness of current efforts and
where to focus more deeply
Establish RTM metrics and align with overall brand metrics
E.g. Increased non-branded referral traffic
Engagement
Increased lead quality
Performance measurement of real-time engagement, content, and activities should tie to [converging] POE media
Establish RTM metrics and align with overall brand metrics
E.g. Increased non-branded referral traffic
Engagement
Increased lead quality
Performance measurement of real-time engagement, content, and activities should tie to [converging] POE media
Слайд 67Leverage RTM to drive the convergence of Paid, Owned, & Earned
Media
Provides clues or fodder for developing catchy ads and promotions
Support hub/contact point for driving customers to owned properties or helpful content
Testbed for larger content initiatives & investments
Слайд 6812. Evaluate Scale Periodically
Scaling RTM carries a host of risks to
address– especially for large enterprises
Evaluate for scale frequently (i.e monthly, quarterly)
Headcount, talent, roles
Tools
Regional variation, language
Scale must be evaluated on a foundation of benchmarking against KPIs, and always aligned with business goals
Evaluate for scale frequently (i.e monthly, quarterly)
Headcount, talent, roles
Tools
Regional variation, language
Scale must be evaluated on a foundation of benchmarking against KPIs, and always aligned with business goals
Слайд 70Thank You
Rebecca Lieb
rebecca@altimetergroup.com
rebeccalieb.com
@lieblink
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.
Altimeter Group provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models.
With assistance from Jessica Groopman, Senior Researcher
