1) Why is the idea of real time so critical in marketing and in public relations?
In a world where speed and agility are now essential to success, most organizations still operate slowly and deliberately, cementing each step months in advance and responding to new developments through careful but time-consuming processes. Most companies could not have responded quickly to an opportunity in the way that Wynn Resorts did because they are operating under the old rules of controlled engagement planned well in advance. But the Internet has fundamentally changed the pace of business, compressing time and rewarding speed.
In a world where speed and agility are now essential to success, most organizations still operate slowly and deliberately, cementing each step months in advance and responding to new developments through careful but time-consuming processes. Most companies could not have responded quickly to an opportunity in the way that Wynn Resorts did because they are operating under the old rules of controlled engagement planned well in advance. But the Internet has fundamentally changed the pace of business, compressing time and rewarding speed.
2) How did real-time social media facilitate the record-breaking news about Felix Baumgartner’s balloon flight and skydive?
3) Provide an example of “real-time urgency.”
Real time means news breaks over minutes, not days. It's when people watch what's happening on social networks such as Twitter, Facebook, and YouTube and cleverly insert themselves into stories. Real-time urgency is also important in customer service, where organizations fix issues instantly rather than taking the typical days or weeks to respond to a complaint. Real time means companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. In all aspects of business, anyone who sees an opportunity and becomes the first to act on it gains tremendous advantage.
Real time means news breaks over minutes, not days. It's when people watch what's happening on social networks such as Twitter, Facebook, and YouTube and cleverly insert themselves into stories. Real-time urgency is also important in customer service, where organizations fix issues instantly rather than taking the typical days or weeks to respond to a complaint. Real time means companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. In all aspects of business, anyone who sees an opportunity and becomes the first to act on it gains tremendous advantage.
4) Why
won’t the traditional MBA-style approach of working from spreadsheets
to predict months into the future not meet some of today’s needs?
5) React to the following statement: “Speed prevails over size in the business environment.”
6) React to the following statement: “The real-time mind-set means we no longer have to plan for the future.”
7) What did Eloqua do when Oracle purchased one of Eloqua’s major competitors? How did its action illustrate a real-time response?
8) When does newsjacking become second nature?
9) How did AT&T utilize some of the results of the 2012 Summer Olympics to create real-time ads?
10) What do you think about the Calcutta police using Facebook to facilitate their efforts?
11) What are some ways to communicate instantly with the marketplace?
12) Why did Oakley’s donation of sunglasses result in $41 million in equivalent advertising?
13) Provide an example of how Twitter can be used to facilitate the real-time marketing of a product or service.
14) What are some ways to alert people about a story that is currently breaking concerning your company?
15) Why do you think speed regarding real-time engagement is more of an advantage to the smaller versus the larger firm?
16) Real-time
marketing and public relations can deliver decisive competitive
advantage to organizations that engage quickly. Using the examples in
this chapter for analogy, how can crowdsourcing be applied in a business
context?
Just think—if crowdsourcing is powerful enough to bring together tens of thousands of people to help during a natural disaster or even force a government out of power, it has tremendous potential for any business. In mine, public speaking, I recently used the technique to create a new speaker video. At the MarketingSherpa Email Summit, a dozen people with handheld video cameras filmed me speaking, and I used those crowdsourced shots to make a new video to share with meeting planners
Just think—if crowdsourcing is powerful enough to bring together tens of thousands of people to help during a natural disaster or even force a government out of power, it has tremendous potential for any business. In mine, public speaking, I recently used the technique to create a new speaker video. At the MarketingSherpa Email Summit, a dozen people with handheld video cameras filmed me speaking, and I used those crowdsourced shots to make a new video to share with meeting planners
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