April 25, 2012 News & Events

Last week we conducted our first webinar “Always On: Real-Time Marketing” with Rebecca Lieb of the Altimeter Group.

We had a great turn out and received a ton of insight on case studies of brands who have been successful and in some cases unsuccessful at using real-time marketing tactics. In case you were unable to make it to the webinar, here are some key takeaways and insights…

1.Real-time marketing is an immediate reaction.
It’s the marketing of relevancy, achieved by listening and anticipating consumer needs.

2. Real-time marketing delivers what marketers want most and turbo charges other efforts.
Real-time marketing can be made apart of many communications programs that are intended to capture user attention, drive word of mouth, increase buying preference or boaster the likelihood of people buying or considering purchasing a product. Real-time is affective and when done correctly, makes consumers more receptive of brands messages.

3. There are two types of  always on marketing:

a.) Event Driven

  • Public Events
  • Brand Events
  • Breaking News

b.) Customer Driven

  • Customer Service
  • Crisis Management

Here are some case studies to further explain these two types of always on marketing.

Pepsi: Event Driven

The Event Driven approach focuses on real-time events such as public and brand events, as well as breaking news that requires real-time participation.

Shiv Singh, the head of Digital Marketing at Pepsi, says that what Pepsi is really competing against is not the competitive brands in the space but instead the 70, 000 status updates per a minute.

Pepsi has inserted their brands in relevant real time events. An example of this is when Diet Pepsi integrated their new “skinny can” into Fashion Week. Pepsi hired a journalist as their core press source during the event. When the journalist posted something about the event it was then amplified via social media. This lead to the the promotion of the theme “getting the skinny” during Fashion Week. This in turn called attention to the brand as well an an element to the brand, the skinny can, which was relevant to the event itself.

Walgreens: Customer Driven

The Customer Driven approach focuses on how real time marketing can help you to service your customers better and help you to manage customer service complaints.

Walgreens has become somewhat of an innovator by combining social, local, and mobile with real-time Foursquare check in coupons. Offers that they provide are always relevant to the time of year and seasonality.

Walgreens is looking at the ways people are shopping, where they are shopping, and how they function socially, to better understand their customers and funnel them into logical sales channels that they might not have been considered in before. Walgreens in turn delivers these instant coupons in the form of barcodes to make for a seamless form of interaction for consumers during the checkout process.


A big thanks again goes out to Rebecca Lieb for being an outstanding host and to those who attended.


Stay tuned for future SocialFlow events!

Written by SocialFlow Marketing