Real Time
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Transcript of Real Time
REAL-TIME WEBWHAT BRANDS CAN LEARN FROM STREET MUSICIANS
A Typical Marketing Meeting Somewhere
Real-Time Web is a big trend – we haveto start something!
My CEO wants me to be on top of the latestweb trend – how canwe manage real-time?
Everybody is twitteringand broadcasting –This must be cool forour brand!
Some facts
Why Real-Time Web? Now?
- Desire for Asynchronous Communication
- Real-Time Exchange Social Objects: Writing, Photos, Audio, Video
- Real-Time Exchange Metadata: Location, personal data, relationships
- Less Technical Boundaries
- Low cost
- Simple integration
Our Focus
MICROBLOGGING
SOCIAL BROADCASTING
Please adjust your expectations!!!
YOU WILL BE SOMEWHERE IN THE
LONG TAIL
...ooooops
…..hell!
?
BRANDS USING REAL-TIME APPS
MICROBLOGGING= MEDIAS MODERN TELEGRAPH
and the others?
What can brands do with real-time apps?
What can brands do with the Real-time Web?COMMUNICATE!
Customer SupportAnswer questions,
give advice or feedback
Promote Productsand Price Offs
Update manycustomersall at once
Building a brand channel of brand and
product discovery, Trends and insights
& breaking news
Give brand a live personality
Offer exclusiveentry to peers
Drive Awarenessto something
of interestto a larger community
Mercedes-Benz Kundenservice
REAL-TIME PANEL STUDY
Participants: 1193
Age: 14-49 years
Length: 10 weeks
Stimuli: 8 different real-time models/14 brands
Area: New York, San Francisco, Los Angeles, Boston, Miami, Chicago
Main Results
BRANDS GET A LIVE PERSONALITY
REINVENT TRADITIONAL CUSTOMER SUPPORT
(PRE- AND AFTER-SALES)
GENERATE EXTRA SALES (E-TAILERS)
IMPULSE BUYING
Mercedes-Benz Kundenservice
DIRECT EFFECT: SALES/ SERVICE COST
DIRECT EFFECT: BRAND/ MEDIA/SERVICE COSTS
But!!!
BRANDS ARE VULNERABLE IF THEY DON‘T HAVE A STRONG
(REAL-TIME) COMMUNITY
Additional Information
ABER!
LOW! DANGER OF PARA-SOCIAL GROUP BEHAVIOR
MICROBLOGGINGSOCIAL
BROADCASTINGHeavy User
Light User
Heavy User
Light User
Learnings from the street musician
FIND OUT WHERE THE CROWD IS!
COOPERATE WITH OTHER ENTHUSIASTS
DON‘T START SOMETHING ALREADY POPULAR
DON‘T COPY – FIND YOUR OWN STYLEDON‘T SEPARATE YOUR FANS
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What does that mean for your brand?
FISH WHERE THE FISH IS…
…AT THE RIGHT TIME!!!
COOPERATE WITH BRAND ENTHUSIASTS
DON‘T START SOMETHING THAT IS ALREADY POPULAR
DON‘T SEPARATE YOUR FANS!
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DON‘T COPY OR EXTEND A CONCEPT OR CAMPAIGN –
COMPLIMENT USER EXPERIENCE
Rely on specialists for new arenas:
RELY ON SPECIALIST –DUMP AD-AGENCIES
Biggest Challenge
FEAR OF THE UNKNOWN!
REAL-TIME = PORN
RESEARCH?
MARKETING?
ADVERTISING?
PR?