By Meghan Medlock, director of committees and conferences, ANA
Posted: Nov 8, 2013 3:00pm ET
Real-Time Marketing is still new and uncharted territory for nearly every brand in the world. As brands determine how they can apply and utilize Real-Time Marketing techniques, they must ask themselves what feels right, why it feels right, how they can react and respond to events that are presently unknown, how technologies will be applied, and how their efforts will be measured. Not an easy task for even marketers with deep pockets and a plethora of resources.
We hear feedback from many marketers through Webinars, Surveys, Committee Meetings and Conferences, veterans and rookies alike. One of the most commons questions we get asked is, “How in the world do I get started in Real-Time Marketing?”
I have reflected on this question and tried to dig deeper by speaking to ANA members, reading many articles in the trade, and following brands who I think are doing it right (OREO, Coca-Cola, Honda, IBM, to name a few) and I think it boils down to some simple pillars that marketers can all use as they think, plan, and staff for Real-Time Marketing. Real-Time Marketing is much more complex than coming up with your own “dunk in the dark.”
- Content is King! Good Content + Good Content Strategy = A Marriage Made in Heaven
At the core of integrated social media programs is content. It not only invites your community into a conversation, but a solid content foundation makes real-time content creation incredibly efficient.
- Develop a Social Media Listening/Responding Strategy
Choose keywords to monitor and map out the live events that make sense and matter to your brand. And don’t forget to respond! Did you know that 6% of people generate 80% of impressions online? That 6% are the influencers. They are present, they are there, and they are trend setters and infrastructure is needed to respond to them so that you can make a difference. Think like a publisher, act like a newsroom, and respond quickly!
- Content Mix and Balance Matters
Determine the balance between planned content from your brand, curated content that other people have posted, and real-time content that is in-the-moment interaction. All 3 are necessary, but finding the right balance for your brand is essential for engaging your audience.
- You Can Achieve Results Without Responding to Every Single Individual Tweet.
Create new ways to respond, like Vine videos, to deliver on your goals.
- Understand and Accept That a Social Customer Service Program is Essential
Did you know that 86% of buyers will pay more for the same product or service for a better customer experience, according to a CEI survey, and that 1 in 3 users and growing now prefer to contact brands using social media rather than the phone, according to Nielsen? A solid strategy, involvement from the current customer service team (including a creation of a customer care guidebook), transparency, a dedicated social account for customer service, and a system for tracking and data about your customer service interactions will lead you on the path to success.
I’ll leave you with two quotes I love on Real-Time Marketing:
“The power outage was unexpected, and the brands that pivoted and embraced the opportunity before them were the brands that were celebrated by the public for truly understanding the nature of real-time engagement. Why? Because they related to us, not because they forced us to relate to them.”
- Scott Monty, Global Head of Social Media – Ford Motor Company
“If you say fewer quality things in relevant spaces, that will do so much more for you than trying to force fit your brand into every pop culture event that there is.”
- Jason Miller, Social Content Manager – Jim Beam
Let’s continue this conversation by offering you a chance to dive deep with leading real-time marketers and network with your peers. Please join us for our first EVER ANA Real-Time Marketing Conference presented by Starcom on December 4th in New York City! Learn from Kraft Foods Group, The Coca-Cola Company, Hasbro, Anheuser-Busch, MINI, MasterCard Worldwide, Nestle, and more. Register now because space is limited! Click here for more information.
By Bill Duggan, Group EVP, ANA
Posted: Nov 4, 2013 9:30am ET
I was on a plane to LA this past Friday when the airport was attacked. I heard about it from a woman in my row who was watching in-flight television. I immediately bought the in-flight TV and watched CNN on and off for the next four hours. The television reports made it clear that many or most flights were not taking off from LAX but flights were landing or being diverted to other airports (a colleague of mine was diverted to Long Beach). The reports also informed me that there were no cars allowed inside the airport and showed video of people walking away from the terminals with their bags. The TV reports mentioned shuttle buses and taxis were available outside the airport.
I should note that Wi-Fi was not available on this flight so the internet and social media were not resources at the time. Thank goodness for the information provided by the television as we heard next to nothing from the pilot or crew. When it was announced that the plane was descending, there was a very brief mention of an “incident” at the airport earlier in that day. No more than that. No mention on how the passengers on this flight would be affected and no advice on what to expect upon landing. A friend of mine who was on a later flight had the exact same experience.
Plain and simple, airline pilots need to do a much better job keeping passengers informed of relevant information. Airline pilots must be chief communications officers! I have often been frustrated with the lack of information provided by pilots, e.g., “Why have we been going in circles for the past half hour?” That needs to change as consumers expect much more from their interactions with brands. Yes, airlines should think of themselves as brands and employees should think of themselves as brand ambassadors, especially those in-flight employees, led by the pilot.
It was widely reported that the first reports of the LAX shooting came from social media. When all (or most) airplanes have Wi-Fi, of course, the internet and social media will be available to passengers. While passengers would then have information (or perhaps misinformation) from the internet and television, information from the person flying the plane is critically needed.
I think this LAX incident (as incredibly unfortunate as it was) provides an opportunity for airlines to re-examine their in-flight communications policies and to better train their pilots to be chief communications officers.
By Bill Duggan, Group EVP, ANA
Posted: Oct 31, 2013 10:22am ET
It’s Halloween. But it’s not witches, goblins, or vampires keeping the marketing industry up at night. It’s measurement!
Today ANA and Nielsen release our report titled “Optimizing Integrated Multi-Screen Campaigns.” Integrated multi-screen campaigns are defined as campaigns that have the same set of marketing objectives and run during a similar timeframe across two or more screens, including TV, computer, tablet, mobile phone, and digital place-based media. A few key findings follow.
Integrated multi-screen campaigns are important today in effectively delivering a marketing message and that importance is expected to dramatically increase in three years.
- Today, 48 percent of respondents rate integrated multi-screen campaigns as very important and 20 percent of media spend is attributed to such campaigns.
- In three years, 88 percent of respondents expect integrated multi-screen campaigns to be very important and account for 50 percent of media spend.
There is a significant gap between how respondents currently measure the effectiveness/ROI of integrated multi-screen campaigns and how they would prefer to measure it.
- Currently, the large majority (71 percent) use a variety of metrics specific to individual screens.
- Meanwhile, there is overwhelming preference (73 percent) for using one set of metrics across all screens.
When asked to identify “the single biggest issue regarding multi-screen advertising that keeps you up at night”, measurement, by a wide margin, was the most common response.
A key recommendation in our report is to establish an industry-wide initiative to drive multi-screen measurement. Industry trade associations — initially led by ANA, ARF, and MRC — would invite key senior leaders from across the advertising ecosystem to join to help foster standards and best practices for multi-screen campaign measurement and management. This would build on Making Measurement Make Sense (3MS), an industry-wide initiative to improve cross-platform comparability through improved digital metrics and standards, particularly focused on supporting brand advertising.
Measurement should not be so scary and we look forward to working with the marketing industry to help us all sleep a little better at night.
By Bill Duggan, Group EVP, ANA
Posted: Oct 28, 2013 10:30am ET
I visited the Tenement Museum in NYC recently. The museum is a National Historic Landmark on the Lower East Side and originally housed 22 apartments and a basement level saloon. The building now stands as a kind of time capsule reflecting 19th and early 20th century living conditions. I went on a tour called “Irish Outsiders.” Irish emigration to the United States was driven by the potato famine in Ireland, 1845-1852. During the famine approximately one million people died and a million more emigrated from Ireland. New York saw the largest amount of Irish emigration and by 1855, 26% of the population in Manhattan was Irish, putting strains on the labor force and resulting in “No Irish Need Apply” signs. There was rampant anti-Irish racism at that time including the stereotyping of the Irish as alcoholics and newspaper illustrations depicting prehistoric "ape-like images" of Irish faces to bolster claims that the Irish people were an inferior race.
Other groups have followed the Irish as targets of stereotypes and racism. The Italians soon thereafter. African-Americans. Hispanics. Asians. LGBTs.
I visited the Tenement Museum with my teenage daughters and we discussed how their ancestors came to America from Ireland during the potato famine. I’m glad that my kids are growing up in a more diverse and tolerant world than my ancestors did 130 years ago and I did a generation ago.
Of course, America still has issues of stereotypes and racism. But I am proud that the advertising industry is doing such a great job in building positive images of a multicultural America. There are more ads than ever before that feature couples of different races. Kudos to companies/brands such as General Mills/Cheerios. I look forward to the ANA Multicultural Marketing & Diversity Conference and Multicultural Excellence Awards dinner (November 3-5 in LA) as there will surely be great stories shared on marketing to a multicultural nation.
By Marni Gordon, vice president, ANA
Posted: Oct 24, 2013 9:00am ET
This week we held our first-ever ANA Members Only Conference on Content Marketing in New York City and had a great day! The event was hosted by Thomson Reuters and A&E Networks was the presenting sponsor. The day was filled with rich real-time insights on keys to content marketing success and included sessions from Charles Schwab & Co., GE, Thomson Reuters, A&E/Duck Dynasty, Post Foods, and L’Oreal. Here are some key highlights from the event:
- Charles Schwab & Co., Inc.: Helen Loh, Vice President, Content & Digital Marketing stressed that today’s marketing must deliver useful value to consumers and that content marketing is the currency to earn consumer engagement and affinity. Helen shared her team’s key lessons learned in content marketing which are:
- Content in paid media is highly effective in generating engagement.
- Engagement vs. conversion may be optimized in different formats.
- Content expands the scope of marketing – key challenge is to integrate functions in new ways.
- Content requires different teams and processes.
- Creating a “content center of excellence” can be a low-friction way to build centralized governance.
- The media is the message.
- Think like a publisher.
- Go beyond eyeballs: passions
- Within content marketing, the brand needs to be authentic and have a voice of people talking to people vs. a brand talking to people.
- If you set up a strong owned and earned media strategy first, then your brand is more likely to use your paid media more wisely.
- Search is where the consumer thinks on their own terms and it is important to use this data to create relevant and authentic content.
By Bill Duggan, Group EVP, ANA
Posted: Oct 23, 2013 10:22am ET
ANA Procurement Day was hosted by BP in Chicago yesterday (10/23) and the learning was rich.
Business Value (from BP)
Creating business value is the role of procurement. It’s not about marketing, it’s not about procurement, and it’s not about cost savings. Rather, it’s about creating business value.
Emerging Procurement Practices (from McKinsey)
Such practices include:
- Exploring new partner options
- e-auctions for agency services
- Increased use of trading desks
- Production decoupling
- “Clean sheet” models to improve transparency (to better understand supplier costs)
Talk Less, Listen More (from Nationwide)
Procurement helps facilitate key relationships and should talk less and listen more. Examples at Nationwide:
- Management of agency evaluations was moved internally.
- Consistent scope of work processes were implemented with scope and quote templates.
Getting Started (from Groupon)
Those organizations getting started in marketing procurement need to conduct a spend analysis to determine how much is spent, on what, with whom, and by whom. That analysis would uncover:
- Top categories
- Top suppliers
- Suppliers that serve in multiple geographies
- How fragmented or concentrated the supplier base is
- Who the key stakeholders are
- Which categories to source and in which sequence
State Commercial Production Incentives (from Kraft)
State commercial production incentives are on the rise. States view these programs as job creators. The net savings in some states range between 15-50 percent of the total production budget. Talent residuals, celebrity talent, and agency compensation can qualify in some states.
Thanks BP, McKinsey, Nationwide, Groupon, and Kraft. We all learned so much!
For Experiential Marketers Facilitating Fan Interaction Post-event Is Just as Important as the Event
By Yasmin Melendez, director of committees and conferences, ANA
Posted: Oct 10, 2013 12:20pm ET
Grand Central Station is a hub of constant activity and experiential marketers flock to it to give away free samples and raise brand awareness with New Yorkers and tourists. On my way home last night, I walked past a group of ladies giving away a tiny pink package. As a native New Yorker walking a mile a minute, I did not have time to stop, but I grabbed the freebie and continued on my way to the bus.
After I had a chance to settle down, I checked out the package, which I first thought was a lip balm, but instead found a tiny pink Baked by Melissa Cupcake. I took a photo and shared it on Facebook and then I realized that the package itself didn’t shed light on the campaign background and purpose.
Without a reference, you would think the giveaway was to promote Baked by Melissa, a New York City bakery known for its bite-sized cupcakes. However, I remembered the pink van with the Ford logo and did some research online. This was part of a campaign by Ford Warrior in Pink #LoveandCupcakes tour for Breast Cancer Awareness Month. Fans had a chance to meet with Gilles Marini, receive the delicious treat and support the Dr. Susan Love Research Foundation by buying one of Gille’s designed T-shirts.
This was no small event; it was a well-orchestrated tour to promote their cause and celebrity spokesperson, but there was no consideration given to the Ford brand or Warriors in Pink cause on the souvenir potential customers would leave with. As a result, I was unable to spread the word on the bigger cause and the support Ford gave it. It was a missed opportunity to continue the fan interaction beyond the first, and only, bite.
By Bill Duggan, Group EVP, ANA
Posted: Oct 10, 2013 9:37am ET
ANA’s Multicultural Excellence Awards once again has a LGBT category and, this year, that category received more entries than ever before. That’s great news and is an indicator that more companies recognize the business opportunities of LGBTs, and equally importantly, are not backing down from any potential backlash from those with less vision. The winners of the 2013 Multicultural Excellence Awards for the LGBT category are:
- Allstate Insurance Company, Leo Burnett
- American Express Company, Grand Central Marketing
- General Mills’ Lucky Charms, McCann New York
The 2013 grand prize will be announced at a ceremony during ANA’s 15th Annual Multicultural Marketing & Diversity Conference, taking place November 3-5 in Los Angeles.
This year saw some important, positive developments for LGBTs:
- The Defense of Marriage Act (DOMA) was struck down by the Supreme Court. Enacted in 1996, that allowed states to refuse to recognize same sex marriages granted under laws of other states, effectively barring same-sex married couples from being recognized as "spouses" and denying federal benefits to gay couples who legally married in their states, including Social Security survivor benefits, immigration rights and family leave.
- NBA player Jason Collins announced that he’s gay, becoming the first openly gay athlete playing in a major American team sport.
But for every positive step forward, there is often a step or two backwards.
- Russian president Vladimir Putin recently signed a law allowing police to arrest tourists and foreign nationalists suspected of being homosexual or pro-gay. Russia, by the way, will soon be hosting the 2014 Winter Olympic games. The law could mean that any Olympic athlete, trainer, family member, or fan who is suspected of being gay, or pro-gay, can go to jail.
- Just even more recently, the governor of Pennsylvania compared gay marriage to incest.
ANA is proud to have enlightened members such as Allstate, American Express Company, and General Mills and encourage others to become more active with LGBT customers and employees.
By Bill Duggan, Group EVP, ANA
Posted: Oct 8, 2013 10:37am ET
I am just back from the ANA Masters of Marketing Conference, where I learned so much, including:
- We are now in the “Customer Era” (which began in 2010). The customer has tools that they have never had before and are therefore in the driver’s seat. (Stephen Quinn, Walmart)
- If you can’t write your idea on a tweet or via a text, you probably don’t have an idea. (Olivier Francois, Chrysler)
- The four components of great story-telling are unforgettable characters, a compelling plot, populist entertainment, and social commentary. (Debra Sandler, Mars and David Lubars, BBDO)
- Millennials are the first generation of digital natives. Marketers must be transparent, authentic, organic, and sustainable (TAOS) in their approach with millennials. (Joe Tripodi, The Coca-Cola Company)
- The role of marketing at GE is to drive value and innovation. (Beth Comstock, GE)
- Behind every app is a customer. Never forget about that customer. (Mark Benioff, Salesforce.com)
- Building brands in the digital age requires points of entry and points of amplification. Often, the amplification from social and PR can outperform television. (Tony Pace, Subway)
- Multiple devices today are horribly disconnected and going forward there is the opportunity to sync those up, which will provide benefits for advertisers. (Yusuf Mehdi, Microsoft Xbox)
- Embrace a 360-degree approach to meeting customer needs. There is a greater premium today than ever before in consistency across screens. (John Costello, Dunkin’ Brands)
- Do the right thing for your customer to build opinion. Opinion is the path to long-term growth. (Roger Adams, USAA)
- Brands must build a digital mystique when targeting millennials as that group is mobile first; many don’t even have their own home computer. (Rodney Williams, Hennessy USA, LVMH Louis Vuitton Moët Hennessy)
- Co-creation is about providing wisdom rather than just knowledge. (Brian King, Marriott)
By Yasmin Melendez, director of committees and conferences, ANA
Posted: Sep 30, 2013 1:41pm ET
"As a judge, I was inspired by both the excellent creative and the deep insights that were used to reach multicultural consumers and the total market. While our industry is challenged to effectively reach multicultural audiences, it's my hope that with wonderful organizations, like the ANA, we'll continue to learn and share from each other."
Chris Starkey, Senior Marketing Strategist and Team Leader for Consumer Needs, Edward D. Jones & Co
“As multicultural consumers slowly creep into being the majority (this year multicultural births represented 51% of all babies being born!), we need to begin to rethink our approach. We have moved beyond the days of siloed marketing; the very notion of “multicultural marketing” is essentially dead. Today we are marketing in a multicultural world. Every marketer will need to be equipped with the tools to appropriately address this consumer, not just those with “multicultural” in their title. This is the new general market.”
Lizette Williams, Senior Brand Manager, Kimberly-Clark Corporation
“Now more than ever it is an exciting time to be a marketer, to push boundaries and to build powerful brands within the multicultural community. The majority of the work submitted for judging was rooted in similar multicultural insights translated into very-traditional, expected executions. However, the ones that rose to the top took those same insights and demonstrated a deep, nuanced understating of the consumer that was cleverly translated to engaging and emotionally powerful executions- the winners evolved traditional multicultural stats to ‘making heart beats.’”
Melissa Miranda, Senior Manager, Culture Marketing, PepsiCo Beverages America
“Seeing several multicultural entries in succession, I started to notice some commonalties in entries that generated positive reactions. The most successful entries were rooted in clear insights about a particular segment, but also managed to tap into a more universal feelings or emotions. And the cultural cues reflected didn’t necessarily have to hit the viewer over the head – but they needed to be clearly articulated and executed in the creative.”
Dante Mastri, Global Strategy & Capabilities, Global Merchant Services, American Express
“The future of multicultural marketing is bright. Clearly, the consumer base is dramatically changing. A third of the nation is non-white and at current growth rates will surpass the Caucasian population around 2043. Baby boomers are retiring, ethnic groups’ purchasing power is growing and Millennials have shifted to an acquisition age. As such, we should now practice Marketing in a Multicultural Nation and evolve from an initiative to a business imperative that translates to the bottom line."
Xavier Turpin, Director of Multicultural Marketing, Dunkin' Brands Inc.
The 2013 ANA Multicultural Marketing & Diversity Conference is November 3-5 in Los Angeles, CA. Hear from McDonald’s, IMAN Cosmetics, Diageo, Pepsico, Amway, Walmart, Paramount Pictures and many more who will provide multicultural marketers with ideas on driving business growth.