Getting Real Time Marketing Right with

Predictive Conversation Insights

Holly Brown, Chief Marketing Offi cer

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 (aka data).

Rebecca Lieb, Analyst, Altimeter Group

Data Driven Programmatic Campaigning

Ad AutomationDemographic/Behavioral Data “Tracks” Customers

SocialEngagement

Social Media ManagementMonitoring Tools

Data tells us “What Happened Yesterday”

RTM: A Bifurcated World

discover today what will be important tomorrow – to take preemptive action 

Hindsight is NOT 20/20

The FutureUse analytics to accelerate innovation.

Predictive analytics will change the “how” and “when” of how you apply insights.  

Use scalable, affordable big data machine learning technologies to get prediction insights with compressed "time to insights."

Carl Doty, Forrester Analyst

BlabPredictstm dynamically contextualizes conversations

by topic, size, and relevance, then predicts which will matter next across channels over the next 72

hours

Predicting Tomorrow’s Conversations Today

Monitoring& Modeling

Blab Predicts

Next Gen Predictive Conversation Data Layer:

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

EXPLORE CONVERSATIONS

PREDICT CONSUMERINTEREST

DECIDEACTIONS

Dynamic discovery ofcontextual conversations

Early warning system alertingwhich conversations will

matter next

Predictive insights inform actions

get real time marketing right

What message will be most relevant? Will my campaign spark engagement? When will my campaign be most effective?Which channel will have the most resonance?

Relevance Science Speed

Predictive Social Intelligence Enables New

Decision Paths

Data Driven Programmatic Campaigning

SocialEngagement

Plan

Buy

BidAddAdjust

Impact

Create

Shift

Engage

Preempt

Change

Optimize

AdWords at comp priceInfluence the

conversation

Ignite the influencer

s

Engage right social

network

Tag content with trending

terms

Contextualizecontent on what

will matterCapitalize on

future industry impacts

Keep current with audience’s

zeitgeist

Predictive channel planning

Proactively guide the

BrandAnticipate

competitive moves

Optimize always on campaigns

Steer event based campaigns

brand management earned & owned content paid media

Real RTM

RTM Organizational Success Factors

Dynamic Contextual Understanding

Predictive Consumer Insights

Actionable Data Visualization

Always Ready

Always On

Bias for Action

People

Process

Data

Get Real Time Marketing Right with People, Process, Data

Helpful Hints

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

Mainstream Event Conversationsbuild on Twitter, but are Multi-Channel Every Day

Explore. Predict. Decide.

Command Center – optimize events and evergreen programs

CMO Dashboard – stay on top of the daily pulse

Real-Time Adaptive Marketing – plan to be spontaneous

Preemptive Brand Protection – your reputation is online and social is the early warning signal

Digital Ethnography – uncover the unobvious

Real Time Marketing Use Cases

Blab Inc Confidential

BlabPredicts in the Command Center: National Cereal Brand Use Case

Goal:– Increase “share of conversation” up to and through The

Super BowlApproach– Use a combination of paid media, social content, and

influencer engagement tactics to build and extend the campaign theme, “Breakfast Family Time”

Situation: On Jan 30 National Cereal Brand’s share of

online conversation volume was among

the smallest compared to other

Super Bowl sponsors.

Strategy: Leverage BlabPredicts’

Predictive Consumer Insights in the

Command Center to ID opportunities to maximize Share of

Conversation leading up to and through the Super

Bowl

Going into the Super Bowl, Cereal Brand is one of the smallest conversations

Blab predicts the most talked about conversation will be around ‘CUTE’, not expected controversy

BlabPredicts in the Command Center

– The Brand Team releases TV ads and YouTube videos

– Ad Creative focused on provocative theme of bi-racial families at “breakfast time.”

– BlabPredicts identi fi es an emerging conversati on among consumers about the controversial campaign within hours aft er its release. The conversati on “cute” is gaining volume and velocity among blogs, news, Twitt er and Tumbler.

– “Cute” conversati on is predicted to grow over the next 24 to 72 hours, but will drop off aft er the 72 hour mark based on current velocity

“Cute Gracie” resonates with consumers

BlabPredicts exposes the photos, videos and original posts that make up the conversation, as well as the influencers who are driving it

– “Cute Gracie” resonates with consumers.

– Active conversation builds around cute kids in bi-racial families and connects with the Cereal Brand’s ads and campaign theme

– Terms and hashtags like, “Cute,” “Gracie,” “Spoiler”, etc. are identifi ed

– UGC photos and video content on blogs, social and news drive volume and velocity through conversation, shares and likes

– Positive “Cute Gracie” conversation predicted to dominate controversial comments and terms

Promote posts on FB and Twitt er with terms and themes that resonate

Engage directly in real time conversations with infl uencers and consumers building on the current consumer zeitgeist

Share and RT those photos & vids garnering highest engagement

Know which channels are driving a disproportionate share of conversation volume to leverage content more effectively

Create and tag content for owned and social channels based on keywords and themes prominent in the consumer conversation for optimal relevance

Activate real-time Ad Words with non-obvious terms that are part of the real-time consumer conversation

Understand if and how campaigns resonate with consumers, then invest or divest media dollars, when and where it makes sense

Predictive Consumer Insights Enable Real Time Actions from the Command Center and Everyday

Capitalize on the theme and momentum of active conversations

Going into the Super Bowl, a Cereal Brand gets a heads up on which of their campaign themes will resonate best , when it will peek, and which

channel will be most effective

Jan 30 Feb 2Blab predicts the most talked about conversation will be around ‘CUTE’, not expected controversy

Super Bowl day, Cereal Brand becomes one of the biggest conversations

Going into the Super Bowl, Cereal Brand is one of the smallest conversations

BlabPredicts in the Command Center

Real-Time Marketing Lifts Business Metrics

BlabPredicts.com@Blabbings