Optimizing the Customer Experience with Real-Time Marketing

1. Digital Summit Atlanta May 15, 2012 Rebecca Lieb, Industry Analyst Optimizingthe Customer Experience with Real-Time Marketing @lieblink

2. What is “Real-Time Marketing?” © 2012 Altimeter Group

3. Real-time marketing is immediate reaction —it’s the marketing of relevancy, achieved by listening and anticipation of consumer interests and needs.

4. Real-time marketing delivers what marketers want most and turbo charges other efforts Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing. http://golinharris.com/#!/insights/real-time-marketing-research/

5. Real Time = Converged Media © 2012 Altimeter Group

6. Now, let’s define Converged Media • Two or more channels of paid, earned, and owned media. • Consistent storyline, look, and feel. • All channels work in concert, enabling brands to reach customers throughout the customer journey © 2012 Altimeter Group

7. Two types of always-on marketing • Event driven • Public events • Brand events • Breaking news • Customer driven • Customer service • Crisis management

8. Two types of always-on advertising • Event driven • Public events • Brand events • Breaking news • Customer driven • Customer service • Crisis management

9. Oreos wins the Super Bowl with a tweet

10. Diet Pepsi integrates new “skinny can” into Fashion Week with journalist + social media

11. Ford Focus focuses on #daftpunk

12. Pizza Hut tackles Super Bowl promotion with AMEX Foursquare check-in special During Super Bowl XLVI, Pizza Hut’s Foursquare check-ins grew by 1,000 check-ins per minute. By the time the badge closed, a total of 303.445 people had checked in.

13. Toyota feels backlash after Twitter spamming its Toyota Camry promo during Super Bowl

14. OxygenLive chats increase tune-in 92% Live chats with talent from the show and other fans via twitter led to a 92% increase in tune-in among 18- to 49-year-olds compared to the previous season of Bad Girls Club.

15. Foursquare promotion contributes to record “Small Business Saturday” sales for AMEX An estimated 103 million Americans shopped at small businesses on 2011’s Small Business Saturday. American Express saw a 23% increase in transactions from its inaugural event.

16. BP purchases “oil spill,” other keywords in disastrous PR attempt to sway public opinion Industry experts estimated BP spent between $5,000 and $10,000 per day in keyword buys to influence natural information flow.

17. Two types of always-on marketing • Event driven • Public events • Brand events • Breaking news • Customer driven • Customer service • Crisis management

18. Amazon adjusts its “storefront” in real time based on individual and big data

19. Walgreens combines social, local, and mobile with real-time Foursquare check-in coupons As of March 2012, consumers who check in at a Walgreens store via Foursquare instantly receive a coupon for a special offer. The coupon can be scanned directly from the smartphoneupon checkout.

20. PretzelCrisps’ real-time “social sampling” program contributes to 87% sales increase PretzelCrisps has built up more than 4.2 million earned media impressions since its “social sampling” program launch in early 2010.

21. AMEX offers real-time discounts to Twitter users with synched cards via hashtag use

22. 90-95% of @ChicagoCabbie’s repeat business driven through Twitter, social media

23. AT&T brings customer care to Facebook

24. Wells Fargo’s Twitter account is now its most effective and efficient customer service tool @Ask_WellsFargo has contributed to an increase in positive brand sentiment by 38%.

25. Eurocontrol responds to environmental crisis via Facebook, Linkedin & Twitter Eurocontrol used #euva and #ashtag to monitor and respond to conversations about 2010’s Icelandic volcanic ash cloud.

26. Qantas follows up social media crisis with ill-timed #QantasLuxury Twitter competition Customer fury over Qantas lack of response via social media led to three trending Twitter topics at once –each mentioned in excess of 1K tweets/minute.

27. Chapstick responds to Facebook criticism by deleting ALL negative posts “We apologize that fans have felt like their posts are being deleted and while we never intend to pull anyone’s comments off our wall, we do comply with Facebook guidelines ...”

28. XceedCredit Union is timely & responsive …

29. … but lacks a scalable strategy Without setting proper expectations, a community can snowball.

30. Building a Real-Time Brand © 2012 Altimeter Group

31. Execution Workflow: Coordinating Paid, Owned, and Earned as one orchestration © 2012 Altimeter Group

32. Five goals define your strategy, but always start with Learn (and listen)

33. Learn with free monitoring tools Google Blog Search Twitter Search

34. Paid services provide insights and workflow Other Providers: BuzzMetrics Collective Intellect Cymfony Dow Jones Lithium Techrigy/Alterian Visible Technologies Salesforce Radian6

35. Disclosure: An Altimeter Group client Listen and measure conversation sentiment

36. The foundation for an always-on organization starts with manpower • Structure staff around a 24/7 response model • Dedicate resources toward “Control rooms” and “War rooms” to monitor social conversation • Arm teams with training and tools for success

37. Source: Expion, Disclosure: An Altimeter client Applebee’s supports 7K employees in 1K locations to monitor & respond in social EFFICIENCY SHARING GOVERNANCE REAL TIME

38. Dell’s Social Media Listening Command Center monitors conversation, sentiment Dell uses Salesforce Radian6 to power its social media monitoring of more than 22K daily topic posts on the social Web.

39. Gatorade monitors social conversations from a dedicated room Gatorade’s Social Media Command Center is a “war room for monitoring the brand in real-time across social media.”

40. THANK YOU Rebecca Lieb rebecca@altimetergroup.com rebeccalieb.com/blog Twitter: lieblink Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.