how to operationalize real-time marketing with
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Operationalizing Real-Time Marketing with
Predictive Conversation Insights
Holly Brown, VP Marketing & Products
Blab, Inc.
re · al time mar · ket · ing (RTM) [ree-uh l, tahym, mahr-ki-ting] noun
1. The strategy and practice of reacting with immediacy in digital channels to external events and triggers.
Rebecca Lieb, Analyst, Altimeter Group
Definition of Real-Time MarketingAccording to Marketers in North America
Dynamic personalized content across channels
43%Dynamic personalized content in outbound channels
13%Developing quick response to mainstream event
12%Timely social media retort
11%Dynamic personalized content in inbound channels
5%Offer management
3%None
10%
From: www.eMarketer.com | April 2013Source: Neolane and Direct Marketing Association (DMA),“Real-Time Marketing Insights Study,” July 17, 2013
Data Driven Programmatic Campaigning
Ad AutomationDemographic DataCustomers feel “Tracked”
SocialEngagement
Social Media ManagementMonitoring DataCustomers feel “Manipulated”
RTM: A Bifurcated World
discover today what will be important tomorrow – to take preemptive action
Past performance doesn’t guarantee future success
Blab dynamically organizes conversations by topic size and relevance, then predicts which will matter
next across channels
Discover today what will be important tomorrowto take preemptive action
Monitoring& Modeling
Blab Predicts
Predictive Social Intelligence is
Next Gen Data Analytics
Data Driven Programmatic Campaigning
SocialEngagement
Plan
Buy
BidAddAdjust
Impact
Create
Shift
Engage
Preempt
Change
Optimize
Enabling New Decision Paths
RTM Organizational Success Factors
Dynamic Contextual Understanding
Predictive Consumer Insights
Actionable Data Visualization
Always Ready
Always On
Bias for Action
People
Process
Data
The Predictive Conversation Data Layer Includes:
Cross Channel Visibility▸ Blogs▸ News▸ Social platforms
Predictive▸ Who’s saying what?▸ Which conversations will gain
volume and velocity?▸ What’s the context?▸ Where and when will they
matter?
RT Context▸ Seed terms that matter to
your brand every day▸ Context not hashtags▸ Topics not keywords
Conversation & Content▸ Text▸ Image▸ Video▸ Language agnostic
Get Real Time Marketing Right with People, Process, Data
Oreo is a trademark of Mondelez
Finding your EverydayOreo Moments
Mainstream Event Conversations
Aggregate on Twitter, but are
Multi-Channel Every Day
Half-life of a Social Post
Half-life = Optimal time for high volume interactionRTM Relevance requires an understanding of which conversations will matter, which will have enough
volume and velocity to warrant action.
3.2hrs
7.4hrs
Explore. Predict. Decide.
DISCOVERY PREDICTION
PlanningDimensionalize Insights
RT MarketingTake Preemptive Action
MitigateCrisis
Investigate
Interests
OptimizeMedia
FuelTrendingTopics
Adjust Campaigns
ImproveSEO SEM
DevelopContent
UnderstandYour
Audience
PlanProducts
Get Competitive & Campaign
Insights Ignite theInfluencers
ConvertDetractors
Join the Right
Conversations
Next Gen RTM Applications
▸ Delivers immediacy to customer interactions ▸ Increases brand relevance▸ Ensures brand is on trend ▸ Enables hyper-personalization▸ Offers contextual optimization▸ Provides surprise and delight▸ Supports spontaneity and dialogue▸ Brings brands into the “buzz”▸ Gives lift to “always-on” approach▸ Inspires content creation ▸ Helps brands understand
Why RTM Matters
Anticipate and MitigateConsumer Concerns
Gave Nike a heads up on which of their athleteswould peak going into final week of FuelTeam7
Dec 17 Dec 20
Focus on What Matters
Understand Conversation Context
After the Grammy’s, the conversation around Queen Latifah’s Super Bowl performance was predicted to grow, so Pantene could proactively
engage
Steer Events & Promotions
Cheerios got a heads up on which of their campaign themes
would peak strongest going into the Super Bowl
Jan 30 Feb 2
Impact Creative & MediaInvestments
Capital One’s March Madness campaign revealed non-obvious AdWords predicted to trend
Optimize Paid Media
Doritos’ social campaign dominated share of conversation up to and through the Super
Bowl
Visualize Share of Conversation
Capitalize on Conversation Trends
Nike discovered Fuelband being discussed as both a functional and fashionable product
Understand Context, Influencers, and Channels
Cheerios discovered active conversations around Gracie, the “cute child” which resonated with consumers
Leverage Digital Ethnographic Research
Pantene identified campaign content ideas based on conversations about “what to do after
getting engaged”
Ignite the Influencers Who Matter
Blab finds influencers driving the conversations that matter.
Impact Paid, Earned, and Owned
GameStop heard first hand how consumers were reacting to PS4 Camera
pricing
▸ Interest▸ Consideration▸ WOM▸ Search▸ Virality▸ Media Interest▸ Consumer satisfaction▸ Purchase rate▸ Recency and frequency
Real-Time Marketing MattersDone Right, RTM Lifts Business Metrics
Q:Who needs PredictiveInsights for Real Time Marketing?
A:Anyone in any business whois on the front line to take action with customers, prospects, investors,partners, communities, or constituents!
BlabPredicts.com@Blabbings
@hollyabrown