Real Time Brand Building

May 6, 2014

We spend a lot of time trying to predict where audiences will gather. Traditionally, we’ve use research to tell us who is most likely to consume what media and how much time they’re likely to spend doing it.

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Technology is fundamentally changing this. In digital media, we can now follow individuals in real time based on their actual exhibited behaviours. Still, this method is based on existing behaviour; the technology serves messages to individuals based on data it has aggregated from the behaviours of the wider community. The method, real time bidding (RTB), has been an absolute game-changer in digital media buying, particularly for companies selling products online. What it does brilliantly is gather responses. What it doesn’t do is build brands.

Coming into the mainstream now is the area of predictive social intelligence. Blab is the company leading the charge in this arena. The company was founded in 2013, with the objective of creating “opportunities for you to not only become part of the conversation, but to get in on it early enough to steer it, use it for inspiration, or adjust your strategy.” Basically, the technology mines enormous amounts of data to predict what online conversations are about to become important.

Marketers have been trying hard to mine the value of social media for more than five years now. The best case studies are those where brands have been able to connect with burgeoning topics of conversation online. The Holy Grail is when a topic explodes and a brand is right there with it. Oreo achieved this during the Superbowl power outage of 2013 with their ‘you can still dunk in the dark’ tweet. Just how overused this example is, is proof of how difficult reaching this Holy Grail is.

Predictive social intelligence promises to change that. If we can predict the important conversations of tomorrow, we can prepare to exploit them as they explode. This promises to have a transformative impact on the usefulness of social media for brands. The first brands to take advantage will have the biggest opportunity to influence consumers. The race is on!

 

Claire

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