the agility to leverage ‘now’ real-time marketing lieb... · • taps into location-based...
TRANSCRIPT
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Real-Time Marketing: The Agility to Leverage ‘Now’Digital 2016Rebecca Lieb, Analyst/Author/Advisor@lieblink
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AGENDA• Defining RTM• Benefits & Risks• The Six Primary Use Cases• 12 Steps to Prepare for RTM
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DEFINITIONThe strategy and practice of responding with immediacy to external events and triggers. It’s arguably the most relevant form of marketing, achieved by listening
to and/or anticipating consumer interests and needs.
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Customers expect brands to respond in near-real time
• Over half surveyed want a response in <1 hour.
• 38% feel more negative about the company if no response received.
Source: Lithium Technologies 2013
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Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing. http://golinharris.com/#!/insights/real-time-marketing-research/
Real-time marketing makes a difference
Impacts marketing outcomes Turbocharges other marketing
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BENEFITS OF RTM• “Surprise & delight”• Right message at the right time• Brand relevance• Always-on
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Oreo: The RTM Poster Child
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Arby’s rocked RTM at the Grammys
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Meanwhile, other brands jumped on Arby’s bandwagon… in real-time!
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CHALLENGES OF RTM• Plotting strategy & analysis• Requires intensive preparation, training• Potential for risk & reactivity• Shift in mindset• Risk of “culture-jacking”
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Kenneth Cole’s RTM #fail
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The Six Primary Use Cases of
Real-Time Marketing
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Use Case #1: BRAND EVENTS
Planned & Proactive• Conferences, product launches,
media events, customer events, etc.
• Advance prep of content strategy and execution
• Staff available to engage, react to anticipated posts
• Few surprises
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Salesforce Live, the app and dedicated microsite
also integrate social feeds to drive (and
monitor) event conversation.
Salesforce uses Facebook app to stream live brand events
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Use Case #2: ANTICIPATED EVENTSPlanned & Proactive• Major media events, tradeshows
(e.g. SuperBowl, Emmy’s, etc.) • Like brand events, “locked and
loaded” approach to content strategy & execution
• Staff available to engage, react to anticipated posts
• Showcases brand voice, relevance
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HBO prepares content for real-time relevance during Emmys
“We know we need freedom to develop content on the fly, but we also need to know the guardrails if
anything should be escalated. There are built-in parameters for
each campaign.”
-Sabrina Caluori VP Social Media & Performance Marketing at HBO
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Use Case #3: LOCATION/OBJECT-BASED
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Planned & Reactive• GPS, NFC, or other sensor-based reaction to location, action, or request
• Taps into location-based triggers which prompt an offer or action in real-time
• Internet of Things brings endless possibilities with uncanny relevance in real-time
• Right person, right content, right time, right place
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Taco Bell leverages several brand integrations into the Waze app: promoting branded pins of
locations, destination-specific targeting, custom campaign messaging (if tapped), etc.
Taco Bell partners with Waze to entice nearby drivers
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Use Case #4: PREDICTIVE ANALYTICS-BASED
Planned & Reactive• Branded actions occurring as a result of predictive analytics (e.g.
recommendations based on browsing history)
• Sometimes combined with other marketing solutions’ data sets (e.g. Marketing Automation)
• Accessibility will grow as data solutions become easier to implement
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Walgreens responds to in-store Foursquare check-ins with scannable coupon
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Use Case #5: CUSTOMER INTERACTIONUnplanned & Reactive• Customer service, handling complaints,
community interactions, crisis management, CRM, etc.
• Requires both reactive and anticipatory work• Triage workflow• Crisis communications plan • Determining what will be responded to and
where• Empowering staff• Coordination across functions
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PretzelCrisps listens for those in need of a snack, rewards them with a sample
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Use Case #6: BREAKING NEWS
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Unplanned & Reactive• Reacting to unanticipated events (e.g.
news) with a legitimate, relevant message
• Difficult to prepare for, often emotionally charged events; acute sensitivity required
• Risk of ‘culture-jacking’
• Established creative, collaborative, and approval processes key to agility
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Eurocontrol responds to environmental crisis via Facebook, LinkedIn & Twitter
Eurocontrol used #euva and #ashtag to monitor and respond to conversations about the Icelandic volcanic ash cloud. Followers adopted Eurocontrol’s hashtags,
including them in stories and tips shared.
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Twelve Steps to Prepare for Real-Time Marketing
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1. Listen & LearnLay the foundation of customer understanding, goals and content strategy• Real-time listening for customers, competitors, industry,
buzz, events• Analytics tools to track and benchmark
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2. Define RTM Business GoalsDefine the goals RTM will serve at the business and program level
• e.g. brand relevance, favorability, consideration, purchase intent, conversion, loyalty
• Results serving these goals help justify program expansion across functions to executives
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3. Integrate with Content StrategyAlignment is foundational to creating guidelines around what, how, when to respond, publish, listen
• Provides reference point for rapid decision-making
• Content strategy includes training for all stakeholders around goals, brand voice, POV, tone, messaging, values, and content
• Aids in the creation of “locked & loaded” and evergreen content
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“Develop a brand compass if you don’t already have one, and apply it to real-time marketing. Set the boundaries around what does and does not make sense for you to
participate in, so that every time something is trending, the team isn’t asking: ‘Is this
appropriate?’” -Sabrina Caluori
VP Social Media & Performance Marketing at HBO
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4. Integrate with Channel StrategyChannel strategy dictates the where of RTM• Consider where is target audience
found; where conversations are occurring; changing media habits
• Consider appropriate content assets for channel
• Consider how top RTM channels relate to content strategy as well as temporal and cultural differences
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Most Critical Channels for Real-Time Marketing
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Mini Cooper tapped into existing conversations with
content geared towards Facebook followers in the
Northeast
Results: +2,000 likes 1,200 shares
Mini Cooper listens to social buzz to instruct content targeting
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5. Define “Time” Element & ExpectationsDefine what RTM means for your unique programs and channels
∙ Let this guide expectations for responding and publishing based on organizational capabilities
∙ Consider temporal expectations for different RTM use cases and scenarios
∙ Not all companies can or will operate 24/7
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Halo BCA averages three-minute turnaround in >90% of customer inquiries
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Dell’s SLA: Respond to all inquiries within 2 hours in the channel in which it was received
Dell aligns its customer support around their policy to respond to 100% of inbound customer interactions within a 2-hour time period, through the channel in which it was received.
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6. Establish Guardrails & TrustPre-define guardrails and streamline processes
• Simplify legal approval to Yes/No response• Have the necessary teams on deck• Create a ‘mini-playbook’ to build confidence
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HBO prepares content for real-time relevance during Emmys
“We know we need freedom to develop content on the fly, but we also need to know the guardrails if
anything should be escalated. There are built-in parameters for
each campaign.” -Sabrina Caluori
VP Social Media & Performance Marketing at HBO
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Symantec: three questions all employees must ask before posting
Ask yourself:• Am I creating unneeded risk
to the brand?
• Could this impact the company or myself negatively?
• Would I want my grandmother to read this?
Symantec’s ‘mini playbook’ helps build confidence and empower employees to act
autonomously on behalf of the brand. ”Ultimately, it’s all about common sense and
what feels right.” - Charlie Treadwell, Director of Social
Marketing at Symantec
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7. Anticipate Negative RTMPreparedness help mitigate risks, but brands must be actively and proactive ready for anything
• There is an imperative to respond in real-time to negative brand events as they unfold
• Coordinate with corp. comms to establish reactive and proactive guidelines:
Reactive ProactiveCreate plan for action: apology, response, improvement
Monitor social buzz w/ listening tools
What, how, where to respond and message
Set alerts for suspect keywords or mentions
Act human Stay agile
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Listening helped one company avoid crisis in the face of the Boston Marathon Bombing
Even before the news of the Boston bombing hit the airwaves, the company detected mentions of it on Twitter and quickly pulled infographic from the queue, sidestepping what would have come across as insensitive and promotional in the face of the tragedy.
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8. Assemble Teams & ToolsSuccessful RTM requires constituents be available, informed, educated, and empowered
• Ensure streamlined execution by taking a “war room” approach
Teams ToolsSocial Listening
Creative, Copywriters AnalyticsBrand Design
Corp Comms/PR Digital assetsLegal Publishing tools
Measurement Collaboration
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Apply the “War Room” technique based on the RTM use case
Unplanned & Reactive Anticipated Events Planned & Proactive
Existing content hub or social media team
OR Pre-identified and trained virtual
team
RTM hub drives approvals, design, triage, and publication
ORBrands without existing RTM
team assembles the equivalent for special events
All stakeholders involved in RTM assemble for regularly
scheduled meetings to discuss opportunities, guidelines,
strategy, etc.
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Although Oreo’s famous tweet during the Super Bowl
captured the limelight
it was the fully staffed Super Bowl “war room” (uniting all brand and agency stakeholders)
that enabled the rapid design, approval, and
publication of that tweet.
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9. Establish TriageConnect certain cues or events to repeatable workflows• Consider how users may respond, identify what
warrants brand response• Train all stakeholders, especially community managers,
to:§ Identify threatening language cues & brand risks§ Know who/how many will respond and how to do so in a human
way§ [When/How] to escalate to legal, PR, etc.
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Build workflows based on positive and negative interactions
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10. Train & Test All PartiesThis step is critical to enabling trust and empowerment needed to act in real-time• Training must occur across all stakeholders and
include both strategic & tactical elements• Community managers (i.e. those posting and
responding)• Those creating, approving, distributing, monitoring• Internal & external stakeholders (incl. vendors &
agencies)
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Training must include strategic AND executional elements
Strategic Executional
ü RTM’s integration with larger content & brand strategy
ü Guidelines, guardrails, roles, triages, response time requirements
ü RTM’s role across the org. (e.g. Customer Service, Sales, HR etc.)
ü How to manage workflows based on RTM’s role across the org; when to triage to other functions
ü Deep training around brand identity, voice, vision, risks, affiliations, and programs
ü Sample scenarios of how customers, the crowd, and media could respond to RTM
ü Which channels will support RTM, which will not, and why
ü How to leverage measurement and reporting to plan and act in real-time
ü How RTM program will be measured and optimized
ü Best practices using technology supporting RTM
ü The role of agencies & technology vendors (if applicable)
ü Resources (e.g. contacts, phone numbers, vendor support, etc.)
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11. Identify Analytics & KPIsMeasurement instructs effectiveness of current efforts and where to focus more deeply• Establish RTM metrics and align with overall brand
metrics• E.g. Increased non-branded referral traffic• Engagement• Increased lead quality
• Performance measurement of real-time engagement, content, and activities should tie to [converging] POE media
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Leverage RTM to drive the convergence of Paid, Owned, & Earned Media
Paid
Owned
Earned
Provides clues or fodder for developing catchy ads and promotions
Support hub/contact point for driving customers to owned properties or helpful content
Testbed for larger content initiatives & investments
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12. Evaluate Scale PeriodicallyScaling RTM carries a host of risks to address– especially for large enterprises• Evaluate for scale frequently (i.e. monthly, quarterly)
• Headcount, talent, roles• Tools • Regional variation, language
• Scale must be evaluated on a foundation of benchmarking against KPIs, and always aligned with business goals
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Paldies!Rebecca [email protected]@lieblink