First off, how are you set up? Are you still operating within silos or have you transitioned to a more flat, fluid and networked organisational model? If you are not structured in a natural, organismic structure, then it will be tough for you to act like you’re a bunch of real people.
To really get the social/digital realm, is to understand the principles of natural organisation. Imagine your whole business organization as a natural organism. Every contact you have with your environment is essentially data and the organism (organisation) that most effectively transforms this data into actionable insight and uses this insight to optimise it’s symbiotic functioning within the ecosystem - is the winner.
Real time marketing is essentially the ongoing reciprocal cycle of participation, engagement, data management, intelligence and optimisation performed in real time. In other words the streamlined management of data, transformed into actionable insight to enhance business performance.
When you get this right, you can then implement the relevant technology enabling you to engage your customers in highly relevant and tailored ways - a value adding service, piece of content or offer at the right time in the right place will secure valued engagement and positive affect. In other words, when you get this right, you’ll manage to behave naturally and have a symbiotic relationship with your customers because you will have evolved to suit the conditions of the digital world, where technology enhances nature.