This is a book review on a book written by Beverly Macy and Teri Thomson called the Power of Real-Time Social Media marketing. The two ladies describe how to attract and retain customers and grow the bottom line in the globally connected world.
“A must read for marketers”- Alan Cohen, CEO OMD USA
Social media has become an essential part of marketing. It is has taken over the world and is accessible and used all over the globe. An innovative twist to e-marketing has become the so called real-time marketing. As you have probably already guessed this is marketing that takes place in real-time. It is not planned months ahead, it is not a campaign and nothing technical is involved. It is all about connection with your audience on social media in real-time.
Real- time marketing can be a confusing concept for people as it can mean different things to people. It might be breaking news, new jacking or responding directly to customers’ questions or complaints. Real- time marketing could really do wonders; just imagine you have just Tweeted a colourful message that you have been waiting for your dessert for over 2 hours in a certain restaurant, and that the restaurant responds to your Tweet giving you a selection of desserts free of charge! How about that; you instantly feel better and the restaurant has restored their image. Just think of the endless opportunities that present themselves for your business and how you can respond! Or what about a live chat concerning questions and answers of your product? Goodness me you will seem too helpful and convenient!
About the book
The book presents real-life examples in the form of case studies. There are case studies from organizations such as: Mazda, American Red Cross and the USA today. The book kicks off with the first chapter explaining what real-time marketing is and what is means for your business. It also discusses the social media boom that has occurred since the 21st century and what these platforms can do for your business and how to get involved. Learn how the technological generation (which is now larger than the baby boomers) is fuelling the social media phenomenon with their life style and high expectations. The demands through the access of internet: anywhere and any time are what led to the innovation of real-time marketing.
The way we communicate has changed forever
The second chapter is all about the evolution and cause of events that has led us to where we are now, as a technological society. Read this chapter if you have always wondered how social media became so popular and how it is suddenly everywhere you look and such a fast growing trend. But you will also discover that this ‘trend’ is not going away any time soon and is here to stay.
The power of conversation and engagement
In this chapter you will learn the value of listening to the consumer and which ways are the best way to listen. You need to find out who is talking about you or your product and where and when this is taking place.
Real-Time Marketing strategies
Even if you are already quite savvy when it comes to real-time marketing you might like to read this chapter. Chapter 4 goes into the detail of real-time marketing strategies and techniques. Even though you might need to respond quickly there is usually already a planned technique or strategy for you to use and stick to. Planning methods and strategies are renewed and adjusted especially for real-time marketing.
Real-Time Marketing Case Stories
This is when you start applying the knowledge you have gained from the previous chapters. This chapter is filled with Case studies to give you real life examples and insight. For instance one of the case studies is about the Red Cross and how they received 33 million dollars in donation for Haiti because of one Tweet.
Analytics and measurement
Chapter 6 will teach you how to measure conversation about your brand and products. It explains how you can combine different free tools to measure social media. You will learn how to measure thing such as the reach and impressions. It also goes into depth how to gather real-time date and adjust strategies.
This book was once referred to me by one of my favourite lectures. I was very interested in real-time marketing and the amazing effects it can have, so my lecturer recommended this book to read up more on the subject. This is not a book that I would recommend reading from cover to cover. I noticed (especially in the first few chapters) that I was not interested in reading everything. I picked out the parts that seemed most interesting and after a while you catch the drift. I guess the good thing is that if you would like you can go more in-depth and read more examples and cases, but if you don’t that is also okay. The chapters start of with general and background information and then involves into things you can apply in practice.
What I like most about the book is that you can look up various strategies and things such as measurement tools. This will come in handy in the future when I will get involved in real-time marketing for my job.
The fact that what I like most is that I can look up certain things and how to do certain things makes the layout of the book disappointing. It is hard to find what you are looking for as there are not many, graphs, images, pictures of examples or headers. As you can see in the screenshot of one of the pages of the book there is just one big chunk of text and the majority of the pages look just like that.
So if you are interested in real-time marketing definitely read this book, but only read what you find interesting and skip the rest. Check out chapters 1 and 2 for free on Google Books.