get real time marketing right
DESCRIPTION
Holly Brown, CMO at Blab will discuss how customer obsessed teams can transform their ability to optimize real time marketing programs using predictive social intelligence. Contact us today to sign up for our next Webinar http://www.blabpredicts.com/form/contact-usTRANSCRIPT
Getting Real Time Marketing Right with
Predictive Conversation Insights
Holly Brown, Chief Marketing Officer
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 AmericaDynamic 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
The FutureThink of analytics as the accelerator to 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, Analyst, Forrester
discover today what will be important tomorrow – to take preemptive action
Hindsight is NOT 20/20
BlabPredicts dynamically contextualizes 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
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
Predictive Social Intelligence is
Next Gen Data AnalyticsData 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 InsightsActionable Data
Visualization
Always Ready
Always On
Bias for Action
People
Process
Data
Get Real Time Marketing Right with People, Process, Data
Helpful Hints
Oreo is a trademark of Mondelez
Find 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
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
Command Center – optimize events and evergreen programs
Real Time Marketing Use Cases
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
▸ Interest▸ Consideration▸ WOM▸ Search▸ Virality▸ Engagement▸ Consumer satisfaction▸ Purchase rate▸ Recency and frequency
Real-Time Marketing MattersDone Right, RTM Lifts Business Metrics
Explore. Predict. Decide.
CMO dashboard
A Sportswear product launch is guided by conversation insights to broaden the product’s
resonance beyond the category’s functional attributes to a lifestyle statement
A clear picture that stylish is a shared conversation across 5 of the 6 Sportswear topics
Compare to competitor which is dominated by functional category attributes
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
optimize real-time marketing campaigns
A Hollywood Studio discovered predicted to grow LBGT boycott of movie based
on author’s view. They preempted with support and quickly mitigated the issue
Discovered multiple predicted to grow topics discussing boycotting.
Client statement diffuses negative conversations before they reach critical mass.
preemptive brand protection
leverage digital ethnographic research
Insurance customer gets an understanding of the always changing online beliefs and
behaviors informing segmentation, profiles, and archetypes
Blab as a virtual honey pot to hang out and discover the zeitgeist of any topic.
Queen Latifah’s Super Bowl performance was predicted to grow, so a Hairstyle Product could proactively engage
Real time content strategy deployed
based on conversation
foresight
Blab Inc Confidential
steer event & promotions from the command center
BlabPredicts.com@Blabbings