optimizing the customer experience with real-time marketing

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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.


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/


Real Time = Converged Media


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



Two types of always-on marketing

1. Event driven• Public events• Brand events• Breaking news

2. Customer driven• Customer service• Crisis management


Two types of always-on advertising




Oreos wins the Super Bowl with a tweet


Diet Pepsi integrates new “skinny can” into Fashion Week with journalist + social media


Ford Focus focuses on #daftpunk


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.


Toyota feels backlash after Twitter spamming its Toyota Camry promo during Super Bowl


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.


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.


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.


Two types of always-on marketing




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.


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.


AMEX offers real-time discounts to Twitter users with synched cards via hashtag use


90-95% of @ChicagoCabbie’s repeat business driven through Twitter, social media


AT&T brings customer care to Facebook


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%.


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.


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.


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

...”


Xceed Credit Union is timely & responsive …28


… but lacks a scalable strategy29

Without setting proper

expectations, a community can

snowball.


Building a Real-Time Brand


Execution Workflow: Coordinating Paid, Owned, and Earned as one orchestration

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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


Learn with free monitoring tools33

Google Blog Search

Twitter Search


Paid services provide insights and workflow34

Salesforce Radian6

Other Providers:

BuzzMetrics Collective IntellectCymfonyDow Jones LithiumTechrigy/AlterianVisible Technologies


Disclosure: An Altimeter Group client

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Listen and measure conversation sentiment


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


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


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


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.”


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.