Real Time Marketing 2015
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Transcript of Real Time Marketing 2015
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Real Time Marketing
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Was ist Real Time Marketing
• Real Time Marketing ist das Aus-Nutzen von
realen Ereignissen, Trends, News, Phänomenen
oder Anfragen.
• Ziel ist es mit bestehenden Trends zu profitieren
auf einer Trend-Welle mit zu schwimmen oder sich
mit einem bekannten Thema ins Gespräch zu
bringen.
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Geschwindigkeit ist Trumpf
• Real Time Marketing ist also eine Art Kuckucks-Ei
– man legt sich in einen fremdes nest und hofft mit
„groß“ gezogen zu werden.
• Der Schlüssel zum Erfolg liegt einerseits in der
Geschwindigkeit und andererseits in der Qualität
der Umsetzung.
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Veränderung der Organisation
• Real Time Marketing erfordert ein Umdenken und
eine Veränderung in Unternehmen.
• Hierarchische Strukturen, Freigabe-Prozesse, fixe
Arbeitszeiten und starre Budget-Planung
verhindern effektives Real Time Marketing.
• Notwendig sing vernetzte Teams mit Budget- und
Kreations-Verantwortung.
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Vorbild: Impro-Theather
• Der Kanadier Keith Johnstone hat den
„Theatersport“ erfunden, eine spezielle Art des
Improvisations-Theaters..
• Das Besondere dabei ist die „Erlernbarkeit“
(Theorie) der Improvisation und die fixen Regeln
und Qualitätssicherungen im Team.
• Unternehmen brauchen gut eingespielte Impro-
Marketing Teams mit viel Übung & Regeln.
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Frag Dr. Google
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Der Unterschied im Google Such-Ergebnis
•Über die Google Bilder-Suche lässt sich ganz
einfach der Unterschied von Real Time Marketing
Verständnis in unterschiedlichen Märkten
demonstrieren.
• In den USA wird schon gehandelt, in Österreich
nur geredet und in Deutschland braucht man noch
mehr Zahlen, Daten & Fakten.
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JETZT
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Nowism – der Echtzeit-Wahn
• Wir wollen alles und sofort.
• Wir updaten, sharen, tweeten immer und überall:
vom Sex über die Hochzeit bis zum Mittagessen.
• Die erfolgreichste Dating-Plattform Tinder rockt,
weil sie dem Prinzip des Real Time Flirting folgt.
•„JETZT“ ist Trumpf – wer zu spät kommt, dem
droht die Unsichtbarkeit.
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***Breaking: +50% machen & teilen
Selfies beim Sex
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Jetzt ist der richtige
Zeitpunkt für Social Media
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Es ist besser erster zu sein,
als besser zu sein!
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oder Bert?
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Zweiter zu sein, ist zu wenig...
• Bert Hinkler war der zweite Mensch, der den
Atlantik überfolgen hat.
• Er war schneller und hat weniger Treibstoff
verbraucht, trotzdem ist er in Vergessenheit
geraten.
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Zur richtigen Zeit, das richtige tun
•Die 17 Minuten Black Out am Superbowl
ausnutzen für eine Real Time Message.
• Zur richtigen Zeit am richtigen Ort – zur richtigen
Zeit das richtig gute tun.
•Das kurze Window of Opportunity nutzen und
gewaltiges Potential abrufen.
• Für groß & klein.
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6 Strategien für Real
Time Marketing
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1) Big EventsOscar, Grammy, Superbowl, Song Contest...
sind tolle Bühnen für Real Time Marketing
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2) CelebritiesBeliebt, verhasst, Trendsetter und ewig im Focus.
Prominente bieten tollen RTM Chancen
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3) FeiertageKein echtes Real Time Marketing –
aber ganz gut für Übungszwecke.
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4) #BreakingEine Story geht durch die Decke,
Ein Ergeignis beschäftig die User.
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5) ReaktionKundenanfragen, Beschwerden oder Tweets
anderer Brands als RTM Trampolin nutzen.
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6) PhänomeneUnd manchmal gibt es etwas, das einfach zum
Internet Phänomen & Mega-Trend wird.
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Tumblr: 25.2.
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Buzzfeed 26.2. 3:14 PM
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Ellen DeGeneres 26.2. 6:04 PM
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•Tumblr im Auge behalten!
•Buzzfeed lesen.
•Ellen DeGeneres macht Trends
• >>> 3,3 Millionen Tweets! #backwhite
•Schnell sein…
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ABER
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Es ist besser nichts zu
tun als nur schnell zu
sein.
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Vorsicht! Real Time Marketing ist eine Falle
•Twitter + Real Time Marketing = Desaster
• Viel zu oft, geht Real Time Marketing schief:
• Es werden Trends genutzt ohne zu recherchieren,
warum sie trenden (Aurora) – es wird nicht
aufgepasst oder einfach nicht nachgedacht.
• Vorsicht! Durch schlechtes Real Time Marketing
kann eine Marke nachhaltig beschädigt werden.
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Cogito ergo sumDescartes
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Publico ergo sumRappold
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ergo…
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Ich publiziere
statt zu denkenSeeger
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gääähn
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nicht wahr…
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ein schlechter Tag
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dumm gelaufen
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besser aufpassen
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Seid die wenigen
richtigen & wichtigen
Die Aufgabe:
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Autorität durch QualitätDie Lösung:
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Marken müssen
Leuchttürme werden.werde
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Real Time Marketing ist
nur etwas für Autoritäten
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