Conversational Marketing Summit 2011 - Matt Goddard

1,286 views

Published on

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,286
On SlideShare
0
From Embeds
0
Number of Embeds
47
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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
  • .
  • Conversational Marketing Summit 2011 - Matt Goddard

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

    ×