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Can Brands Manage The Conversation Layer At Scale?,[object Object],Matt Goddard,[object Object],CEO, R2integrated,[object Object],@R2iMatt,[object Object],@r2integrated,[object Object]
Research Approach:,[object Object],Survey,[object Object],Intercept,[object Object],Focus group,[object Object],Current customers,[object Object]
How do we define scale?,[object Object]
What do we mean by the conversation layer?,[object Object]
Awareness,[object Object],Decision Making,[object Object],Showing me things I may want,[object Object],What product will I actually buy,[object Object],Advertising Layer,[object Object],Conversation Layer,[object Object]
People, Places and Content,[object Object],Networked Communities of Interest,[object Object],The new battleground for decision-making behavior,[object Object]
Research showed:,[object Object],Lions share of  budget is the things they can measure. (CPC, behavioral targeting, paid media),[object Object],Focused mostly on the big 4.,[object Object],36% of respondents were looking at the outer web.,[object Object],25% are engaged in influencer outreach.,[object Object],Content objects and downloads, not conversations.,[object Object]
Respondents said:,[object Object],“I don’t have the staff or workflow.”,[object Object],“I can’t explain to mgmt what’s working.”,[object Object],“I’m overloaded with data.”,[object Object],“Need to identify key areas of importance.”,[object Object]
Respondents said:,[object Object],“Marketers will always have an avenue of awareness.”,[object Object],It’s reaching (conversing with) the targeted audience that is difficult.”,[object Object]
The Scale vs. Relevancy Problem,[object Object]
Let’s ask a different question:,[object Object],Can we scale?			No,[object Object],Can we prioritize?		Yes,[object Object],How?,[object Object]

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Conversational Marketing Summit 2011 - Matt Goddard

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Hinweis der Redaktion

  1. The title of our talk is Can Brands Manage the Conversation Layer. We will answer that question today based on research that was performed by R2i over the last 6 months. This research came from a variety of sources including:Do I really need this slide
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