REAL-TIME WEBWHAT BRANDS CAN LEARN FROM STREET MUSICIANS

A Typical Marketing Meeting Somewhere

Real-Time Web is a big trend – we haveto start something!

My CEO wants me to be on top of the latestweb trend – how canwe manage real-time?

Everybody is twitteringand broadcasting –This must be cool forour brand!

Some facts

Why Real-Time Web? Now?

- Desire for Asynchronous Communication

- Real-Time Exchange Social Objects: Writing, Photos, Audio, Video

- Real-Time Exchange Metadata: Location, personal data, relationships

- Less Technical Boundaries

- Low cost

- Simple integration

Our Focus

MICROBLOGGING

SOCIAL BROADCASTING

Please adjust your expectations!!!

YOU WILL BE SOMEWHERE IN THE

LONG TAIL

...ooooops

…..hell!

?

BRANDS USING REAL-TIME APPS

MICROBLOGGING= MEDIAS MODERN TELEGRAPH

and the others?

What can brands do with real-time apps?

What can brands do with the Real-time Web?COMMUNICATE!

Customer SupportAnswer questions,

give advice or feedback

Promote Productsand Price Offs

Update manycustomersall at once

Building a brand channel of brand and

product discovery, Trends and insights

& breaking news

Give brand a live personality

Offer exclusiveentry to peers

Drive Awarenessto something

of interestto a larger community

Mercedes-Benz Kundenservice

REAL-TIME PANEL STUDY

Participants: 1193

Age: 14-49 years

Length: 10 weeks

Stimuli: 8 different real-time models/14 brands

Area: New York, San Francisco, Los Angeles, Boston, Miami, Chicago

Main Results

BRANDS GET A LIVE PERSONALITY

REINVENT TRADITIONAL CUSTOMER SUPPORT

(PRE- AND AFTER-SALES)

GENERATE EXTRA SALES (E-TAILERS)

IMPULSE BUYING

Mercedes-Benz Kundenservice

DIRECT EFFECT: SALES/ SERVICE COST

DIRECT EFFECT: BRAND/ MEDIA/SERVICE COSTS

But!!!

BRANDS ARE VULNERABLE IF THEY DON‘T HAVE A STRONG

(REAL-TIME) COMMUNITY

Additional Information

ABER!

LOW! DANGER OF PARA-SOCIAL GROUP BEHAVIOR

MICROBLOGGINGSOCIAL

BROADCASTINGHeavy User

Light User

Heavy User

Light User

Learnings from the street musician

FIND OUT WHERE THE CROWD IS!

COOPERATE WITH OTHER ENTHUSIASTS

DON‘T START SOMETHING ALREADY POPULAR

DON‘T COPY – FIND YOUR OWN STYLEDON‘T SEPARATE YOUR FANS

1

2

3

45

What does that mean for your brand?

FISH WHERE THE FISH IS…

…AT THE RIGHT TIME!!!

COOPERATE WITH BRAND ENTHUSIASTS

DON‘T START SOMETHING THAT IS ALREADY POPULAR

DON‘T SEPARATE YOUR FANS!

?

DON‘T COPY OR EXTEND A CONCEPT OR CAMPAIGN –

COMPLIMENT USER EXPERIENCE

Rely on specialists for new arenas:

RELY ON SPECIALIST –DUMP AD-AGENCIES

Biggest Challenge

FEAR OF THE UNKNOWN!

REAL-TIME = PORN

RESEARCH?

MARKETING?

ADVERTISING?

PR?