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Brand Science Institute conduct a research study "How Does the Real-Time Web help brands?!"
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Microblogging and Social Broadcasting Study 2008
REAL-TIME WEBWHAT BRANDS CAN LEARN FROM
STREET MUSICIANS
Microblogging and Social Broadcasting Study 2008
Microblogging and Social Broadcasting Study 2008
A Typical Marketing Meeting Somewhere
Microblogging and Social Broadcasting Study 2008
Real-Time Web is a big trend – we have to start something!
My CEO wants me to be on top of the latest web trend – how can we manage real-time?
Everybody is twittering and broadcasting – This must be cool for our brand!
Microblogging and Social Broadcasting Study 2008
Some facts
Microblogging and Social Broadcasting Study 2008
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
Microblogging and Social Broadcasting Study 2008
Our Focus
Microblogging and Social Broadcasting Study 2008
MICROBLOGGING
Microblogging and Social Broadcasting Study 2008
SOCIAL BROADCASTING
Microblogging and Social Broadcasting Study 2008
Please adjust your expectations!!!
Microblogging and Social Broadcasting Study 2008
YOU WILL BE SOMEWHERE IN THE
LONG TAIL
Microblogging and Social Broadcasting Study 2008
BRANDS USING REAL-TIME APPS
Microblogging and Social Broadcasting Study 2008
MICROBLOGGING= MEDIAS MODERN TELEGRAPH
Microblogging and Social Broadcasting Study 2008
and the others?
Microblogging and Social Broadcasting Study 2008
Microblogging and Social Broadcasting Study 2008
Microblogging and Social Broadcasting Study 2008
Microblogging and Social Broadcasting Study 2008
Microblogging and Social Broadcasting Study 2008
What can brands do with real-time apps?
Microblogging and Social Broadcasting Study 2008
What can brands do with the Real-time Web?COMMUNICATE!
Customer SupportAnswer questions,
give advice or feedback
Promote Products and Price Offs
Update many customers all at once
Building a brand channel of brand and
product discovery, Trends and insights
& breaking news
Give brand a live personality
Offer exclusive entry to peers
Drive Awareness to something
of interest to a larger community
Microblogging and Social Broadcasting Study 2008
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
Microblogging and Social Broadcasting Study 2008
Main Results
Microblogging and Social Broadcasting Study 2008
BRANDS GET A LIVE PERSONALITY
Microblogging and Social Broadcasting Study 2008
REINVENT TRADITIONAL CUSTOMER SUPPORT (PRE- AND AFTER-SALES)
Microblogging and Social Broadcasting Study 2008
GENERATE EXTRA SALES (E-TAILERS)
IMPULSE BUYING
Microblogging and Social Broadcasting Study 2008
Mercedes-Benz Kundenservice
DIRECT (+) EFFECT: SALES/ SERVICE COST
DIRECT (+) EFFECT: BRAND/ MEDIA/SERVICE
COSTS
MICROBLOGGINGSOCIAL
BROADCASTING
Microblogging and Social Broadcasting Study 2008
But!!!
Microblogging and Social Broadcasting Study 2008
BRANDS ARE VULNERABLE IF THEY DON‘T HAVE A STRONG
(REAL-TIME) COMMUNITY
Microblogging and Social Broadcasting Study 2008
Additional Information
Microblogging and Social Broadcasting Study 2008
ABER!
LOW! DANGER OF PARA-SOCIAL GROUP BEHAVIOR
Microblogging and Social Broadcasting Study 2008
MICROBLOGGINGSOCIAL
BROADCASTING
Heavy User
Light User
Heavy User
Light User
Microblogging and Social Broadcasting Study 2008
Learnings from the street musician
Microblogging and Social Broadcasting Study 2008
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
Microblogging and Social Broadcasting Study 2008
What does that mean for your brand?
Microblogging and Social Broadcasting Study 2008
FINISHED!!!
Microblogging and Social Broadcasting Study 2008
FISH WHERE THE FISH IS…
Microblogging and Social Broadcasting Study 2008
…AT THE RIGHT TIME!!!
Microblogging and Social Broadcasting Study 2008
COOPERATE WITH BRAND ENTHUSIASTS
Microblogging and Social Broadcasting Study 2008
DON‘T START SOMETHING THAT IS ALREADY POPULAR
Microblogging and Social Broadcasting Study 2008
DON‘T SEPARATE YOUR FANS!
?
Microblogging and Social Broadcasting Study 2008
DON‘T COPY OR EXTEND A CONCEPT OR CAMPAIGN –
COMPLIMENT USER EXPERIENCE
Microblogging and Social Broadcasting Study 2008
Rely on specialists for new arenas:
RELY ON SPECIALIST – DUMP AD-AGENCIES
Microblogging and Social Broadcasting Study 2008
Biggest Challenge
Microblogging and Social Broadcasting Study 2008
FEAR OF THE UNKNOWN!
Microblogging and Social Broadcasting Study 2008
REAL-TIME = PORN
Microblogging and Social Broadcasting Study 2008
RESEARCH?
MARKETING?
ADVERTISING?
PR?
