Conversational Marketing Summit 2011 - Matt GoddardPresentation Transcript
Can Brands Manage The Conversation Layer At Scale? Matt Goddard CEO, R2integrated @R2iMatt @r2integrated
Research Approach: Survey Intercept Focus group Current customers
How do we define scale?
What do we mean by the conversation layer?
Awareness Decision Making Showing me things I may want What product will I actually buy Advertising Layer Conversation Layer
People, Places and Content Networked Communities of Interest The new battleground for decision-making behavior
Research showed: Lions share of budget is the things they can measure. (CPC, behavioral targeting, paid media) Focused mostly on the big 4. 36% of respondents were looking at the outer web. 25% are engaged in influencer outreach. Content objects and downloads, not conversations.
Respondents said: “I don’t have the staff or workflow.” “I can’t explain to mgmt what’s working.” “I’m overloaded with data.” “Need to identify key areas of importance.”
Respondents said: “Marketers will always have an avenue of awareness.” It’s reaching (conversing with) the targeted audience that is difficult.”
The Scale vs. Relevancy Problem
Let’s ask a different question: Can we scale? No Can we prioritize? Yes How?