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Real-time marketing is the ability to harness a social stream, understand its components, and act before the trend has shifted. Are you ahead of the curve or behind it?
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We all agree that social media has revolutionized marketing. Content is now fully democratized, created by and for consumers with little control or input from major media companies or brands. If your brand has any value at all, someone has said so. They've written a blog post or created a video about how much or how little your brand added value to their life.
Additionally, good marketers know that consumer recommendations and endorsements are the most powerful drivers of intent. Brands seek to use this kind of content in their ads because consumers recognize and appreciate authenticity. The challenge is this content can be hard to find, and even more difficult to activate. When so much is being said about so many topics, how do you find what you need and quickly turn it into an ad message that can be delivered at scale? This may be the biggest problem facing brands in today's social landscape.
To solve this issue, a lot of work has been done on discovering content, but very little on understanding and activating the content. Each day, consumers are commenting on your brand across the web, but brands are blind to it. Companies like Radian6 are collating info on social chatter and content, but what does a brand do with it? If I know that Mary in Montana hates me, what do I do? It would be incredibly powerful if you could harness this knowledge, learn from it, and gain insight. Making social content actionable means brands can motivate tens of thousands of people to respond in an hour and can collate information in real-time. There is no comparing the power of this and, say, a year-long research test in Tulsa.
The problem that needs solving is the ability to activate social content at scale. Brands have invested heavily on listening, and while many exhibit a faith in social, they don't know how to manage and distribute content at scale around those conversations. Marketers need a solution to study all of the content created by consumers. Marketers need a taxonomy of consumer-created content, which they can use to power their marketing campaigns. They need a vehicle to redistribute that content at scale.
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