Experience Management Blog

Privacy and the Broadcasted Life

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protecting consumer data privacy

Consumers leave their personal data in the hands of brands, expecting it to be safe. But, is their trust justified? We engaged with leaders from Intel Corporation, Symantec, Altimeter Group, CEB TowerGroup and more to discuss privacy and security in our newest eBook.

Today’s excerpt is from Ed Terpening of Altimeter Group.

(more…)

3 Ways To Enhance Social Engagement With Mobile Users

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dog holding ipad

 

Recently, Google announced in its Q3 earnings report that YouTube mobile traffic has increased to 40%, up from 25% last year and a mere 6% in 2011.

The increase in Internet use on mobile devices isn’t slowing down anytime soon. More than ever, Americans are reaching for their smartphones and tablets instead of their PCs to go online.

What does this mean for enterprise social marketers?

(more…)

Nissan Wins The Holidays Plus More Real-Time Marketing Examples

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Many of the most important events in social media from 2013 highlight the rising importance and ubiquity of real-time communications, from Twitter’s IPO to the Snapchat explosion. Brands and public figures alike use real-time methods to connect with audiences, increase interest in a product, and promote consumer engagement. Despite all of these signs, there’s still some skepticism around real-time marketing. People are hungry for examples of these tactics being successfully deployed. To help bring some clarity, we’ve defined some key terms for the space below and also provided key real-time marketing examples from Nissan, AT&T, and Absolut to show that this really is possible for any brand. 

Nissan, AT&T, and Absolut Vodka Embrace Real-Time Marketing

Nissan

Nissan’s social media team regularly scans the social sphere to locate trending topics relevant to their brand and audience. This week they found Luke Aker, aka @IkonikFilms, an amateur filmmaker who created a humorous, high-definition video advertisement for his 1996 Nissan Ultima. He also developed copy for a web-based ad, posted on Craigslist, and shared with his followers.

When Nissan caught wind of the entertaining video, they immediately tweeted their interest in buying the car. The carmaker also offered to donate $1,000 to the charity of Aker’s choice, the Wounded Warrior Project.

Erich Marx, director of interactive and social media marketing at Nissan North America, told Digiday: “Rob Robinson, one of the guys on my social team here at Nissan North America found this yesterday, just browsing through the social space — we are always searching different keywords — and he came across this video. He came to me and asked me if we should do something with it, and I agreed that we should, so we just ran with it.” The real-time engagement generated interest from outside news outlets and enabled Nissan to actively participate in a relevant trend. Marx’s comments demonstrate the precise steps necessary to churn out meaningful real-time content: searching for trends, joining trends, engaging, and responding as quickly as possible. Real-time marketing requires an agile team, creativity, and a reaction-oriented marketing mindset.

AT&T

The Oxford English Dictionary has made a habit of inducting tech-industry related terms into its famous book of words over the last few years. In 2012 it was GIF, unfriend in 2009, refudiate (made famous by a Sarah Palin tweet) in 2010, and podcast in 2005. The publication made a splash in the social sphere over its choice of the word “selfie” this year, beating out other tech terms such as “showrooming” and “bitcoin.” AT&T was quick to respond to the trend with a playful blog post that educated users on “selfie” best practices and tips. Although the content isn’t an in-depth analysis of the word choice, or an especially compelling article, AT&T’s newsroom and community management team were quick to tap into the trending news topic and produce a piece of relevant content. The news story was posted to the OED’s blog on November 19th, publications hopped on the story the same day, and AT&T’s post was up on November 25th with a tweet to go along with it a few days later.

The post didn’t make a big splash, nor did it initiate a strong reaction, but it performed at a notably higher margin than typical posts on AT&T’s blog. When companies make the effort to produce relevant content that aligns with news and trends with which audiences are engaged, it is more likely to spark consumer engagement.

Source: Dachis Group's Real-Time Marketing Platform

Dec 4 marks the day AT&T tweeted about its “selfie” blog post; owned impressions rise. (Source: Dachis Group’s Real-Time Marketing Platform)

 

The AT&T newsroom put together a reactive piece of content based on a hot-off-the-press news announcement. Because the content was focused on a piece of trending content, it outperformed the company’s typical blog posts.

Absolut Vodka

Absolut Vodka has an active Twitter presence, heavily focused on its involvement with visual arts and collaborations with the art community. The brand’s print advertising has long been praised for its creativity and artistic nature, and its social presence is a natural extension of that concept. (See #OpenCanvas, #TransformToday, #TransformBasel) In late November, New York City’s well-loved graffiti park, 5 Pointz closed down and was painted over to serve as the site for a new construction project. In solidarity with the artist community mourning the loss of 5 Pointz, Absolut tweeted a simple, hyper-relevant message-image that was well-suited to the event, the brand and it’s artistic affiliations.

The tweet yielded 117 retweets and 64 favorites, a higher number of engagements by a wide margin than the brand’s typical tweets (usually 1-10 retweets and 0-5 favorites). The success of this real-time campaign demonstrates the inclination of consumers and brand audiences to more readily engage with relevant, timely social content than “evergreen” posts that are not directly tied to any trending topic.

Source: Dachis Group's Real-Time Marketing Platform

Nov 20 marks the day of the 5 Pointz tweet; earned impressions steadily rise. (Source: Dachis Group’s Real-Time Marketing Platform)

Marketing with relevancy enables brands to connect with consumers in the same way customer audiences communicate with one another, increasing positive perceptions of a brand and ultimately leading to purchases and brand advocacy.

Call for Examples

Real-time marketing is ubiquitous at this time of year. We’d love to hear your favorite examples of real-time marketing—from any time of year. Get in touch with us on Twitter @DachisGroup.

Want to learn more about planning for real-time marketing content? Download our latest whitepaper, Content Planning for Community Managers.

Get the Whitepaper Content Planning for Community Managers

Real-Time Marketing for the Win: The Biggest Moments in Social Media of 2013

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A look back at the year in social

As 2013 comes to a close, Dachis Group is taking a look back at the year through the lens of social business. The social media world was chock-full of exciting stories this year, and even penetrated the mainstream media world in a major way. From Twitter’s IPO to the selection of “selfie” as the 2013 word of the year, everyone was talking about social business news at some point this year.

When we reminisce about the most prominent events in the social sphere this year, one theme remains steady across every story: a strong leaning towards real-time. Each event that took place this year highlights the rapid growth in popularity and preference for real-time updates, timely content, and rapid communication. Brands are shifting towards real-time marketing tactics in a major way, while consumers want to digest hyper-relevant content as rapidly as possible. The social business world has responded with new trend analytics platforms and enhanced real-time features to address the market’s need for real-time communications.

Here are some of the year’s biggest moments in social media, all playing into the rise in real-time communications.

Oreo’s Superbowl Tweet

When a blackout hit the Superdome during the Superbowl in February, brand marketers had the perfect window of opportunity to capture the eyeballs and attention of viewers, who took to social media to discuss the unusual incident. The creative team at Oreo seized the opportunity with a clever, timely tweet and simple graphic that garnered over 15,000 retweets, earned the brand a Cannes Lions award, and recognition as one of the early participants in the real-time marketing revolution. The brand was recognized more for its timeliness and relevancy than anything else, bringing marketers’ attention to the appeal of timely content, and causing a flurry of attempts at recreating their own “Oreo moment.”

Snapchat Explosion

Although launched in September 2011, the instant photo-sharing platform truly took off this year. The number of photos shared grew from 60 million in February 2013 to 150 million April, 200 million in June and 350 million in September. The app, which currently generates zero revenue, has been valued at $3.6 billion and reportedly turned down a $3 billion offer from Facebook.

Snapchat is the ultimate example of a real-time social platform, powered by the idea of instantaneous sharing—and immediate deletion—without any delay or remnants of the social interaction occurring. Its surge in popularity this year also proves the lean towards real-time interactions and fast-paced communication methods amongst social consumers. Brands have slowly begun to utilize the platform, with early adapters including Taco Bell, Acura and Rebecca Minkoff, which are using Snapchat to find new ways to market in real-time to customers.

Selfie is Word of 2013

Riding on the immense growth in popularity of photo-sharing platforms this year, the “selfie”—a photo of oneself, taken by oneself, usually on a smartphone, and shared on social media—earned itself a place in the Oxford English Dictionary in 2013. According to its editors, “It seems like everyone who is anyone has posted a selfie somewhere on the Internet. Vatican Pope YouthsIf it is good enough for the Obamas or The Pope, then it is good enough for Word of the Year.” The OED’s short list included other tech and social related terms, including “bitcoin,” “showrooming” and “twerk,” but “selfie” was the unanimous, runaway winner for the year. The popularity of the term and the practice highlights the growing fascination with instantaneous photo-sharing and real-time updates this year. (We’re personally very happy that The Pope has chosen selfies over twerking as his method of cultural engagement.)

Twitter IPO

As we outlined in our analysis of Twitter’s initial public offering this November, the micro-blogging tech giant is the foundation of real-time communications and marketing. The platform, now that it has $24 billion in the bank, isn’t going anywhere: its financial success validates without a doubt that the next evolution in marketing is here: real-time. Twitter is the most visible hub for much of the real-time conversation occurring in the world today, with 232 million users (now valued at $135 each) who keep the massive engine of real time updates, micro-blogging, and relevant news flowing 24 hours a day, 7 days a week. The site provides an unbelievable platform for marketers to understand their advocates, consumers, and audience and its growth into a public company represents the promising future for real-time communications and marketing. Facebook struggled during its IPO in May 2012, and is trading at a healthy $50.53 today. LinkedIn opened at $45 in May 2011, and today trades at $237.97 on the NYSE. Both social networking sites, which also happen to be among the largest technology IPO’s in history, demonstrate that there is success to be earned in the social business space and that Twitter is likely to continue the trend.

twitter-ipo-theverge-3_1020_large_verge_medium_landscape
The SEC allows corporate updates via social media

Netflix CEO Reed Hastings stirred the social media pot in December 2012 when he took to his Facebook page to share information from the company’s latest earnings statement. The Securities and Exchange Commission (SEC) alleged Netflix and its CEO violated rules governing selective disclosure, who shared with more than 200,000 Facebook fans that Netflix viewing “exceeded 1 billion hours of video in June.” Netflix shares rose 6.2 percent that day.

Hastings ignited a discussion surrounding the use of social media sites by companies to make corporate announcements in real-time. The incident inevitably led to the SEC’s April 2013 decision to allow public companies to share financial information via social media, so long as the public is warned in advance. The incident and following decision demonstrated the human—and now corporate—desire to communicate in real-time, using real-time platforms. Not only have consumer marketers shifted towards real-time marketing strategies, but the financial communications and investor relations world has made the shift as well.

Yahoo! buys Tumblr

In an attempt to attract a younger and more active user base, Yahoo! announced in May that it would acquire blogging site Tumblr. The platform is a fast-paced communicating tool for 300 million monthly unique visitors who write about 900 posts per second. The move was one of several ways Mayer is attempting to revamp the brand and company, including a homepage makeover, a refreshed Flickr, and a redesigned Yahoo! Mail. It represents a meaningful level of recognition, by one of the largest technology corporations, of the rise in popularity of real-time, fast-paced communications.

Time uses twitter to choose person of the year

Time Magazine’s “Person of the Year” announcement is always a highly anticipated news story, a media tradition dating back to 1927 when Charles Lindbergh took the honor. This year the public had the opportunity to participate in the decision-making, in real-time. Time partnered with Twitter this year to gather votes using the hashtag #TIMEPOY, underscoring the growing practice of brands to engage with consumers in real time. As of December 2nd, Miley Cyrus was in the lead amongst Twitter participants, but Pope Francis ended up receiving the honor this year.

All of these events from the past year tell us one thing: real-time is the direction that media, marketing and communications is headed. It’s evidenced by these stories of human communications and corporate behavior, and we look forward to being a part of the real-time marketing future.

Still curious about real-time marketing? Download our white paper on how to plan for relevant content and real-time consumer interactions.

Get the Whitepaper Content Planning for Community Managers

Spreading Some Holiday Cheer

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happy holidays from sprinklr

 

We wanted to wish everyone HAPPY HOLIDAYS. So, we put a little Sprinklr twist on a beloved classic. Apologies in advance… we’re slightly poetically challenged.

  (more…)

Data Privacy Is the New Currency

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data is the new currency

 

Consumers leave their personal data in the hands of brands, expecting it to be safe. But, is their trust justified? We engaged with leaders from Intel Corporation, Symantec, Altimeter Group, CEB TowerGroup and more to discuss privacy and security in our newest eBook.

Today’s excerpt is from Charlie Treadwell of Symantec.

WestJet and CitiBike Turn Real-Time Marketing into Real-Time Giving

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The last week has seen a wave of activity from brands (CitiBike and WestJet) embracing both the allure of real-time and the holiday spirit by giving stuff away to customers and fans. While both exercises are heartwarming, and commendable, we’ll dig into the specifics in a moment, there’s a bigger question to be asked: is giving away pants and televisions really the future of real-time marketing? Or is there a better more sustainable way to earn loyalty and engagement in real-time?

CitiBike and WestJet Embrace Real-Time Marketing for the Holidays

Citi Bike, along with J. Crew, garnered attention for an interesting demonstration in real-time customer service and marketing. After falling off his Citi Bike on a rainy ride through the East Village, charity: water digital director Paull Young composed a Tweet detailing the accident and included @CitiBikeNYC in the message.

With over 10K followers on Twitter, Young’s tweet picked up a bit of traction in the Twitter-sphere and he heard back from Citi Bike within a few hours.

CitiBike’s social management team sprang to action to deal with the accident in real-time, even without any injuries to the customer. The team has an active social media presence that includes daily Facebook posts with high-definition images and videos, and a constant stream of tweets covering everything from promotional events to safety tips to customer engagement. So it’s no surprise the company was ready to quickly respond to, and even help out, a well-known digital director with 10,000 Twitter followers and wet pants.

Meanwhile, WestJet plotted one of the most elaborate holiday marketing stunts in recent memory. They solicited passengers on a flight from Toronto International Airport to Hamilton International Airport (also in Canada) for their biggest holiday gift wishes and then frantically, bought, wrapped, and delivered those gifts to the passengers upon landing at their destination. You can see the whole spectacle below (watch it, it’s cool).

Is this the way real-time is supposed to work?

The CitiBike example is a strong instance of reactive engagement based on in-the-moment awareness and flexibility.  The company’s real-time marketing and real-time customer service demonstration was certainly unique, fun to read about, and worthy of the media attention it attracted. It also demonstrates that Citi Bike operates a real-time marketing capability that is agile, fast-paced and engaged with consumer advocates.

WestJet’s holiday activities are a prime example of proactive real-time marketing, where the brand prepares long in advance to create a piece of content or execute an activity in the context of an existing moment in time.

But there’s a salient question that exists aside from these admittedly interesting and exciting acts of kindness – why do they happen so infrequently?

Engaging your audience with an exciting real-time act shouldn’t be a once-per-year activity, yet it remains so rare that most brands can only muster one such act per year. Years ago, airline KLM did a similar activity to WestJets Christmas gift stunt (video below), and we haven’t heard of very much like it since.

The truth is that as currently constituted, brands simply can’t afford the time, money and effort to consistently surprise and delight people with free stuff.

If brands want the ongoing benefits of timely real-time engagement then they need to develop sustainable models for day-to-day real-time marketing.

These basically fall into two primary camps: real-time content marketing and real time engagement (usually customer service).

Real-Time Content Marketing

The experts over at Relevant24, real-time content marketing specialists, have developed an excellent model for timely content marketing built around the notions of proactive, reactive, and evergreen content.

Real-Time Content Types

Reactive: hyper-relevant, direct responses to trending topics

Proactive:  are trend-sensitive, pre-developed posts in response to planned events

Evergreen: content written in advance; can be used as backup content when timely posts aren‘t the best fit.

Each of these content types (with the exception of evergreen) is an evolution of what brands already do day in and day out. They merely need to implement new, accelerated, business process and adopt new technology (like Dachis Group’s Real-Time Trend Dashboards) to execute against these goals.

DOWNLOAD CONTENT PLANNING FOR COMMUNITY MANAGERS TO LEARN MORE

Real-Time Customer Service and Engagement

Similarly, customer service is another prime avenue for real-time engagement. The CitiBike / J.Crew example is effectively a real-time social customer service example on steroids. Social customer service has been on the radar of large organizaitons for a long time. From the earliest days of @ComcastCares and @BOAHelp, these functions in large organizations have become increasingly professionalized. Nonetheless, many organizations still struggle with developing and implementing a scalable model for real-time customer service.

We worked with a large U.S. telecommunications brand to build a real-time social customer service and sales capability that is fully scalable and adheres to traditional customer service metrics. We found that this program had an elevated impact on engagement, loyalty, and reach for the brand from the first day of its existence, not to mention addressing a huge volume of otherwise ignored customer service issues. The program was built using almost entirely existing resources at the company in question.

In short, it is possible to build an affordable, scalable real-time customer service capability, it just takes some effort.

To learn a bit more check out this blog post “Taking on Customer Service” from our resident social customer service expert Cynthia Pflaum.

The value of real-time engagement is palpable. It’s a road to customer satisfaction, public relations headway, and overall increase in both engagement and reach. Nonetheless, brands must look at real-time marketing as more than just a stunt or once a year holiday activity. They must find ways to surpass their competition with real-time execution every day of the year. It’s not even that hard, it just takes time and effort.

 

Get the Whitepaper Content Planning for Community Managers

Beyonce Breaks the Internet

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Beyonce "The Mrs. Carter Show World Tour" - Houston

Do you want to spend a nice, quiet Thursday night at home before the holidays? Well, not if Bey has anything to say about that.

And she did. (more…)

Defining Privacy Is Our Biggest Challenge

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consumer privacy and security

Consumers leave their personal data in the hands of brands, expecting it to be safe. But, is their trust justified? We engaged with leaders from Intel Corporation, Symantec, Altimeter Group, CEB TowerGroup and more to discuss privacy and security in our newest eBook.

Today’s excerpt is from Jason A. Malo of CEB TowerGroup. (more…)

Content Planning for Community Managers: Real-Time Marketing Tactics

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Managing the content of your real-time marketing engine

Effective content moderation and community management is the foundation of successful social marketing. It’s no surprise then that it is also a key element in developing an effective real-time marketing capability. Social media has created an opportunity for companies to directly communicate with consumers and community managers are uniquely placed to facilitate these powerful interactions in real time. In our latest whitepaper, Content Planning for Community Managers, we outline best practices for maintaining active and agile real-time marketing strategies for your community management teams.

Community managers are one of the only parts of an organization that are truly front-facing to community members.  They must learn to follow trends relevant to their audiences and respond in creative ways in near real time. At most organizations today, they are responsible for utilizing their deep understanding of a brand’s audience to create engaging content that helps build brand affinity and loyalty. As the prominence of timely, on-the-fly content creation grows, this role is going to expand.

Content is the primary tool in most community manager toolkits. Whether it’s an erudite blog post or a hyper-relevant Tweet, content is a powerful way for brand marketers to connect with audiences. According to Forbes, an estimated 60 percent of companies now employ some sort of inbound content creation in their marketing strategies. But simply creating content isn’t enough – audiences eventually tire of the same old product shots, cat photos, and holiday posts. Timely and relevant content is the best way to ensure consistent engagement in any community. Download our whitepaper for some great examples of timely content and how to plan for these moments.

Screen Shot 2013-12-05 at 10.06.38 AM

The opportunity to improve brand content and become more timely is substantial. Brands typically publish at least one piece of social content per day (and oftentimes more). In our whitepaper, we outline and define what it means to produce reactive, proactive and evergreen posts that vary in their level of timeliness. You’ll also find a breakdown of what a day-in-the-life of a successful community management team looks like.

Community managers brainstorm, plan, and map out upcoming events as part of their daily routines; but how can managers ensure that they are creating timely, trend-sensitive material that appeals specifically to users and advocates in the brand’s audience?

Here are 6 Steps to Timely Content Management:

1: Plan for real time flexibility – Maintain an active, fluid content calendar that is amenable to frequent change and geared toward trend-targeting.

2: Organize your tools and system  Have a structured workflow in place that utilizes the most appropriate tools and talents of your team.

3: Know your audience – Understand the language and habits of your audience over time, to produce content most appealing to them.

4: Know your platform – Be aware of the varying attributes of different social networks and how your audience interacts with each one.

5: Focus on creativity, speed, and the right tools – Use the right software to cut down on time spent researching, and focus on creating relevant, meaningful content.

6: Just do it. 

Content planning and community management doesn’t have to be hard: you already create content calendars, plan your marketing efforts in advance and try to keep up-to-date with relevant events and trends. Just take your practices to the next level, by keeping the real-time habits of your audience and consumers in mind and implementing concrete systems for staying relevant.

content planning for community managers