Can Brands Manage the Conversation Layer at Scale - Matt Goddard, R2integrated
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Can Brands Manage the Conversation Layer at Scale - Matt Goddard, R2integrated

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  • 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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Can Brands Manage the Conversation Layer at Scale - Matt Goddard, R2integrated Presentation Transcript

  • 1. Conversational Marketing Summit
    New York, NY June 7, 2011
  • 2. Can Brands Manage The Conversation Layer At Scale?
    Matt Goddard
    CEO, R2integrated
    @R2iMatt
    @r2integrated
  • 3. Research Approach:
    Survey
    Intercept
    Focus group
    Current customers
  • 4. How do we define scale?
  • 5. What do we mean by the conversation layer?
  • 6. Awareness
    Decision Making
    Showing me things I may want
    What product will I actually buy
    Advertising Layer
    Conversation Layer
  • 7. People, Places and Content
    Networked Communities of Interest
    The new battleground for decision-making behavior
  • 8. 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.
  • 9. 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.”
  • 10. Respondents said:
    “Marketers will always have an avenue of awareness.”
    It’s reaching (conversing with) the targeted audience that is difficult.”
  • 11. The Scale vs. Relevancy Problem
  • 12. Let’s ask a different question:
    Can we scale? No
    Can we prioritize? Yes
    How?