Operationalizing Real-Time Marketing with

Predictive Conversation Insights

Holly Brown, VP Marketing & Products

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 America

Dynamic 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

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

Past performance doesn’t guarantee future success

Blab dynamically organizes 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

Predictive Social Intelligence is

Next Gen Data Analytics

Data 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 Insights

Actionable Data Visualization

Always Ready

Always On

Bias for Action

People

Process

Data

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

Get Real Time Marketing Right with People, Process, Data

Oreo is a trademark of Mondelez

Finding 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

Explore. Predict. Decide.

DISCOVERY PREDICTION

PlanningDimensionalize Insights

RT MarketingTake Preemptive Action

MitigateCrisis

Investigate

Interests

OptimizeMedia

FuelTrendingTopics

Adjust Campaigns

ImproveSEO SEM

DevelopContent

UnderstandYour

Audience

PlanProducts

Get Competitive & Campaign

Insights Ignite theInfluencers

ConvertDetractors

Join the Right

Conversations

Next Gen RTM Applications

▸ Delivers immediacy to customer interactions ▸ Increases brand relevance▸ Ensures brand is on trend ▸ Enables hyper-personalization▸ Offers contextual optimization▸ Provides surprise and delight▸ Supports spontaneity and dialogue▸ Brings brands into the “buzz”▸ Gives lift to “always-on” approach▸ Inspires content creation ▸ Helps brands understand

Why RTM Matters

Anticipate and MitigateConsumer Concerns

Gave Nike a heads up on which of their athleteswould peak going into final week of FuelTeam7

Dec 17 Dec 20

Focus on What Matters

Understand Conversation Context

After the Grammy’s, the conversation around Queen Latifah’s Super Bowl performance was predicted to grow, so Pantene could proactively

engage

Steer Events & Promotions

Cheerios got a heads up on which of their campaign themes

would peak strongest going into the Super Bowl

Jan 30 Feb 2

Impact Creative & MediaInvestments

Capital One’s March Madness campaign revealed non-obvious AdWords predicted to trend

Optimize Paid Media

Doritos’ social campaign dominated share of conversation up to and through the Super

Bowl

Visualize Share of Conversation

Capitalize on Conversation Trends

Nike discovered Fuelband being discussed as both a functional and fashionable product

Understand Context, Influencers, and Channels

Cheerios discovered active conversations around Gracie, the “cute child” which resonated with consumers

Leverage Digital Ethnographic Research

Pantene identified campaign content ideas based on conversations about “what to do after

getting engaged”

Ignite the Influencers Who Matter

Blab finds influencers driving the conversations that matter.

Impact Paid, Earned, and Owned

GameStop heard first hand how consumers were reacting to PS4 Camera

pricing

▸ Interest▸ Consideration▸ WOM▸ Search▸ Virality▸ Media Interest▸ Consumer satisfaction▸ Purchase rate▸ Recency and frequency

Real-Time Marketing MattersDone Right, RTM Lifts Business Metrics

Q:Who needs PredictiveInsights for Real Time Marketing?

A:Anyone in any business whois on the front line to take action with customers, prospects, investors,partners, communities, or constituents!

BlabPredicts.com@Blabbings

@hollyabrown