real-time study _ microblogging and social broadcasting for brands
DESCRIPTION
Brand Science Institute conduct a research study "How Does the Real-Time Web help brands?!"TRANSCRIPT
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Microblogging and Social Broadcasting Study 2008
REAL-TIME WEBWHAT BRANDS CAN LEARN FROM
STREET MUSICIANS
Microblogging and Social Broadcasting Study 2008
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Microblogging and Social Broadcasting Study 2008
A Typical Marketing Meeting Somewhere
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Microblogging and Social Broadcasting Study 2008
Real-Time Web is a big trend – we have to start something!
My CEO wants me to be on top of the latest web trend – how can we manage real-time?
Everybody is twittering and broadcasting – This must be cool for our brand!
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Microblogging and Social Broadcasting Study 2008
Some facts
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Microblogging and Social Broadcasting Study 2008
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
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Microblogging and Social Broadcasting Study 2008
Our Focus
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Microblogging and Social Broadcasting Study 2008
MICROBLOGGING
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Microblogging and Social Broadcasting Study 2008
SOCIAL BROADCASTING
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Microblogging and Social Broadcasting Study 2008
Please adjust your expectations!!!
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Microblogging and Social Broadcasting Study 2008
YOU WILL BE SOMEWHERE IN THE
LONG TAIL
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Microblogging and Social Broadcasting Study 2008
BRANDS USING REAL-TIME APPS
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Microblogging and Social Broadcasting Study 2008
MICROBLOGGING= MEDIAS MODERN TELEGRAPH
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Microblogging and Social Broadcasting Study 2008
and the others?
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Microblogging and Social Broadcasting Study 2008
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Microblogging and Social Broadcasting Study 2008
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Microblogging and Social Broadcasting Study 2008
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Microblogging and Social Broadcasting Study 2008
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Microblogging and Social Broadcasting Study 2008
What can brands do with real-time apps?
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Microblogging and Social Broadcasting Study 2008
What can brands do with the Real-time Web?COMMUNICATE!
Customer SupportAnswer questions,
give advice or feedback
Promote Products and Price Offs
Update many customers all at once
Building a brand channel of brand and
product discovery, Trends and insights
& breaking news
Give brand a live personality
Offer exclusive entry to peers
Drive Awareness to something
of interest to a larger community
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Microblogging and Social Broadcasting Study 2008
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
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Microblogging and Social Broadcasting Study 2008
Main Results
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Microblogging and Social Broadcasting Study 2008
BRANDS GET A LIVE PERSONALITY
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Microblogging and Social Broadcasting Study 2008
REINVENT TRADITIONAL CUSTOMER SUPPORT (PRE- AND AFTER-SALES)
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Microblogging and Social Broadcasting Study 2008
GENERATE EXTRA SALES (E-TAILERS)
IMPULSE BUYING
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Microblogging and Social Broadcasting Study 2008
Mercedes-Benz Kundenservice
DIRECT (+) EFFECT: SALES/ SERVICE COST
DIRECT (+) EFFECT: BRAND/ MEDIA/SERVICE
COSTS
MICROBLOGGINGSOCIAL
BROADCASTING
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Microblogging and Social Broadcasting Study 2008
But!!!
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Microblogging and Social Broadcasting Study 2008
BRANDS ARE VULNERABLE IF THEY DON‘T HAVE A STRONG
(REAL-TIME) COMMUNITY
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Microblogging and Social Broadcasting Study 2008
Additional Information
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Microblogging and Social Broadcasting Study 2008
ABER!
LOW! DANGER OF PARA-SOCIAL GROUP BEHAVIOR
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Microblogging and Social Broadcasting Study 2008
MICROBLOGGINGSOCIAL
BROADCASTING
Heavy User
Light User
Heavy User
Light User
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Microblogging and Social Broadcasting Study 2008
Learnings from the street musician
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Microblogging and Social Broadcasting Study 2008
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
1
2
3
45
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Microblogging and Social Broadcasting Study 2008
What does that mean for your brand?
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Microblogging and Social Broadcasting Study 2008
FINISHED!!!
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Microblogging and Social Broadcasting Study 2008
FISH WHERE THE FISH IS…
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Microblogging and Social Broadcasting Study 2008
…AT THE RIGHT TIME!!!
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Microblogging and Social Broadcasting Study 2008
COOPERATE WITH BRAND ENTHUSIASTS
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Microblogging and Social Broadcasting Study 2008
DON‘T START SOMETHING THAT IS ALREADY POPULAR
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Microblogging and Social Broadcasting Study 2008
DON‘T SEPARATE YOUR FANS!
?
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Microblogging and Social Broadcasting Study 2008
DON‘T COPY OR EXTEND A CONCEPT OR CAMPAIGN –
COMPLIMENT USER EXPERIENCE
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Microblogging and Social Broadcasting Study 2008
Rely on specialists for new arenas:
RELY ON SPECIALIST – DUMP AD-AGENCIES
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Microblogging and Social Broadcasting Study 2008
Biggest Challenge
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Microblogging and Social Broadcasting Study 2008
FEAR OF THE UNKNOWN!
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Microblogging and Social Broadcasting Study 2008
REAL-TIME = PORN
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Microblogging and Social Broadcasting Study 2008
RESEARCH?
MARKETING?
ADVERTISING?
PR?