Promise
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Beyond the Promise
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26/05 - Experience
27/05 - Media
28/05 - Conversations
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Why conversations are so dear to us.
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Because we’re more interested in what
people “do”, than in what they “think”.
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Most traditional
communication KPI’s
were developed to
measure “what people
think”.
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Conversations provide a metaphor :
- to quantify what people “do”.
- to grasp the “active consumer”.
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Active consumers : when consumers do more
than consuming.
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Active consumers : when people decide to
become a medium.
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360° campaign
Media
Creative idea
Brand
Marketing context Active consumers : when people
go \"beneath the surface”.
Product
Business
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Active consumers : when brands decide to
become facilitators.
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But how to make conversations tangible?
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Three important KPI’s
Search Volume
Social Intensity
Net Promotor Score
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Search volume = active awareness
http://www.google.com/intl/en/press/zeitgeist2008/
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Search volume = active awareness
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Search volume = active awareness
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Social Intensity
Social intensity represents the rate at which social actions
occur such as rating, sharing, blogging, recommending,
commenting, etc. Some brands have nearly zero social
intensity -- no one blogs about them, no one shares
information, etc. While other brands -- like Apple -- enjoy
continuous, relatively high social intensity.
http://www.nytimes.com/interactive/2009/02/02/sports/20090202_superbowl_twitter.html
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Social Intensity - example 1
http://www.nytimes.com/interactive/2009/02/02/sports/20090202_superbowl_twitter.html 5/28/09
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Social Intensity - example 2
http://www.slideshare.net/VirtualEyeSee/social-media-marketing-whopper-sacrifice 5/28/09
Slide 20

Social Intensity - example 2
http://www.slideshare.net/VirtualEyeSee/social-media-marketing-whopper-sacrifice 5/28/09
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Social Intensity - example 2
http://www.slideshare.net/VirtualEyeSee/social-media-marketing-whopper-sacrifice 5/28/09
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Social Intensity - measurement
 Free buzz-tracking
 http://www.marketingpilgrim.com/2007/08/26-free-tools-for-buzz-monitoring.html
 Online conversation monitoring
 http://www.rmmlondon.com/archive/a-survey-of-ten-leading-online-conversation-
monitoring-companies/
 Conversation Tracker Insites/Boondoggle
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Net Promotor Score
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Net Promotor Score
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Conversation take-outs
 We’re interested in what people “do”, less in what they “think”.
 Traditional measurement is very much “think”-focussed :
reach/impact.
 “We need a new metaphor to quantify “do”, which is “conversations”.
 Search volume, social intensity & net promotor score are three KPI’s
to measure conversations.
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A case centered around
conversations as a KPI
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http://www.youtube.com/watch?v=AgHHX9R4Qtk
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 Millions of people watched the video.
 Hundreds of thousands downloaded the talking points.
 More than 30,000 received email from their friends through
JewsVote.org.
 Tens of thousands more have seen our ads in key swing states like
Michigan, Missouri, and Florida.
 There were (and still are) dozens of articles and news reports about
The Great Schlep, putting the message of Jewish support for Obama
in front on tens of millions.
 Exit polls of the Jewish Vote in the 2008 election: Obama - 78%
McCain 22%
 Florida vote in the 2008 election: Obama 51% McCain 49%
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