This article by Kaushal Sarda, Chief Evangelist, Kuliza, was published in issue 07 of Social Technology Quarterly. Summary: Real-time allows better content curation and innovative marketing. A bunch of technology apps are enabling better ways of engaging with relevant audience.

1. Monetizing the
Real-time Web
Real-time web apps such as Twitter and FourSquare,
have brought plenty of new dynamic content to the web.
Everyone on the web is creating content spontaneously.
This content curation is transforming the web and is
potentially creating a whole new industry. Many tools / apps
are being made so that this content can be categorized,
manipulated, searched, and managed. Here are 4 big
monetization opportunities in real-time that are of extreme
relevance for marketers and the apps / tools that are all
enabling these.
Real-time allows better content
curation and innovative marketing.
A bunch of technology apps are
enabling better ways of engaging
with relevant audience.
by Kaushal Sarda
References
Siegler, MG. “Ron Conway’s 10 Ways To Monetize Real-Time
Data.”TechCrunch.10 July 2009.
“Shorten and Share Links, Know Who Converts, and Track
Social ROI Down to the Tweet.” Bizo.
Perez, Sarah.“Shopular’s New App AlertsYou To Nearby Deals,
No Coupon Clipping Required.”TechCrunch.12 Dec 2012.
“What are sponsored stories?.” Facebook.
“From bitly labs: say hello to realtime.” bitly blog.27 Jul 2012.
1. Lead Generation
Bizo Social Marketing
Followers constantly broadcast to their followers on the real-time web,
thus making RT apps as great lead generators. Bizo Social Marketing,
designed expressly for B2B marketers, tells you which business
audiences are converting on the links you are sharing through your social
media channels, and it offers tools to further engage them.

2. Kuliza Social Technology Quarterly Issue 07
3. New Ad Formats
Facebook Sponsored Stories
A plethora of innovations in advertising formats are
coming up especially by leveraging social, location,
and time information. Facebook Sponsored Stories lets
companies pay Facebook to distribute messages to a
user’s friends, when that user clicks the “Like” button or
takes other action on an advertiser’s Facebook page.
2. Coupons
Shopular
Printed coupons has always been a huge business.
The new real-time and location-aware digital apps
will help the space explode. Shopular runs in the
background to monitor consumers’ location and then
surfaces valid and place-appropriate coupons and
deals when it knows that they are shopping. The app
learns from users’ Facebook their preference and over
time analyzes their in-app behaviour to personalize the
offers consumers receive.
4. Realtime Search
Bitly Realtime
Think Google in real-time, filtered by your customers social graph. Bitly
Realtime is an attention ranking engine, offering the power to navigate
through the stories that the world is paying attention to right now. Real-
time allows you to filter attention by location, network, language, and
topic. Stories only remain in the system as long as they are actively
receiving attention.