real time book presentation
DESCRIPTION
A presentation on David Meerman Scott's book "Real-Time Marketing & PR".TRANSCRIPT
![Page 1: Real Time Book Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022062312/554bc512b4c90594278b5488/html5/thumbnails/1.jpg)
Real Time Report
By: Lindsay Short
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Real Time means:
• news breaks over minutes,
not days.
• ideas percolate, then suddenly
and unpredictably go viral to a global audience.
• when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace.
• when businesses see an opportunity and are the first to act on it.
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This Book Will Teach How To:• Develop a business culture that
encourages speed over sloth
• Read buying signals as people interact with your online information
• Engage with reporters to shape stories as they are being written
• Command premium prices by delivering products at speed
• Deploy technology to listen in on millions of online discussions and instantly engage with customers and buyers
• Crowdsource product development, naming, and even marketing materials such as online videos
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Awareness of information, as it happens in real time can give you and enormous competitive advantage, if you know how to use it. (Meerman learned in Wall Street in 1980s)
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FINANCE
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Financial Transformation
• With that revolutionary shift, a new currency of success emerged with the ability to:
– Gather
– Interpret
– React
to new information in fractions of a second..aka Real Time!<
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Grow Your Business the Real Time Way
• Most organizations operate slowly and deliberately, cementing decisions months in advance.
• Speed and agility
trumps size.
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David & Goliath
• Musician Dave Carroll and band flew United Airlines from a gig in Halifax to a gig in Omaha.
• United broke their guitars during travel and refused to do anything about it.
• He threatened to post a song about their disservice to YouTube and received a ton of press because of it.
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The Real Time Law of Distribution
• Dave and United is about speed and media relations.
• Dave was ready and able to speak to the media in real time; therefore, the song and the band grew in the spotlight.
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Real Time Market Engagement
• Taylor Guitars – built goodwill among customers by posting their own YouTube video advising traveling musicians how to pack equipment and how to use airline rules the best advantage.
• Calton Cases – created a
new product called “The
Dave Carroll Traveler’s
Edition Guitar Case”
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And…United Airlines
• Still made no response!
• Two aspects have been overlooked:– The reasons why Dave’s video gained so much
momentum
– The way agile players on the periphery were able to surf that momentum
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Real Time Suggestions
• Speed
• Networking
• Engage
• Crowdsource