Model & Method
online behavior can be measured



Bart Schutz & Ton Wesseling
(@BartS) 
     
 (@TonWesseling)


Online Di...
Index
Dialogues

Behavior influencers

Measure to improve
About Online Dialogue

  Online Dialogue has the ambition to get the quality of offline service en
   sales dialogues to t...
The local bakery store
Still sells like we did 300 years ago




                                    26/60
5 million years ago




              We had communication
                                      35/60
100.000 years ago




             We invented ʻverbalʼ
                                     35/60
100.000 years




             Storytelling
                             35/60
35/60
555 years ago




                 35/60
100 years ago




                 35/60
80 years ago




                35/60
From 1 to many




Masscommunication
                   28/60
The Web


connections

  1-on-1



              32/60
Everyone is connected




                         37/60
The web is like a small village…




                           36/60
dialogues




            32/60
Dialogues…
Dialogues…
Dialogues…
Dialogues…
Dialogues?
Online behavior = clicks & typing

                       No verbal

                       No non-verbal




            ...
Company
goals
                             €€€









                     Customer
goals



     Company
             ...
Company
goals
                             €€€









                     Customer
goals



     Company
             ...
Company
goals
                             €€€









                     Customer
goals



     Company
             ...
To know = to research & measure
But how?
Are you ready?


               Targets
   Trends

                                      Facts

                          ...
Your audience as a group



                            Survey
Your audience as a group


                              Company
      Target
                                info
      a...
Your audience as a group


  External survey




                                                                         ...
Your audience as a group


                                                           Company
                     Target
...
Make a good start




              Time to (re-)design.. if needed
Your audience in control


                                  3 – to know if they succeed
    Spontaneous




             ...
Continuous improvement



               Hypot
                    hesis




                             Alternative
    ...
Continuous improvement


                           Default
          Variation
              A


                      Va...
Continuous improvement




                                                Structuring

   A)             Analysis



   B...
Objective

   Build up groups of customer profiles

                  segmented on their behavioral influencers

           ...
Example
The road to take
Just like him…
Contact:

            Bart Schutz & Ton Wesseling 
            www.onlinedialogue.com
            info@onlinedialogue.com
...
Online Dialogue Model & Method: Online behavior can be measured
Online Dialogue Model & Method: Online behavior can be measured
Upcoming SlideShare
Loading in …5
×

Online Dialogue Model & Method: Online behavior can be measured

1,577 views
1,473 views

Published on

First presentation on our bi-monthly Online Dialogue Thursday knowledge meetings. On November 11th 2010 we explained the model of online communication and how online behavior is influenced. We included the next step: how should you measure these influencers, report on them and take actions to improve the dialogue with your visitor.

Presentation by Bart Schutz & Ton Wesseling

Published in: Business, Technology
1 Comment
3 Likes
Statistics
Notes
No Downloads
Views
Total views
1,577
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
1
Likes
3
Embeds 0
No embeds

No notes for slide

Online Dialogue Model & Method: Online behavior can be measured

  1. 1. Model & Method online behavior can be measured Bart Schutz & Ton Wesseling (@BartS) (@TonWesseling)
 Online Dialogue Thursday November 11th 2010, Utrecht, The Netherlands
  2. 2. Index Dialogues Behavior influencers Measure to improve
  3. 3. About Online Dialogue   Online Dialogue has the ambition to get the quality of offline service en sales dialogues to the online field. Strategy Design Optimization Our services:   Internet strategy guidance.   Designing the online presence.   Getting structure in online revenue optimization.
  4. 4. The local bakery store
  5. 5. Still sells like we did 300 years ago 26/60
  6. 6. 5 million years ago We had communication 35/60
  7. 7. 100.000 years ago We invented ʻverbalʼ 35/60
  8. 8. 100.000 years Storytelling 35/60
  9. 9. 35/60
  10. 10. 555 years ago 35/60
  11. 11. 100 years ago 35/60
  12. 12. 80 years ago 35/60
  13. 13. From 1 to many Masscommunication 28/60
  14. 14. The Web connections 1-on-1 32/60
  15. 15. Everyone is connected 37/60
  16. 16. The web is like a small village… 36/60
  17. 17. dialogues 32/60
  18. 18. Dialogues…
  19. 19. Dialogues…
  20. 20. Dialogues…
  21. 21. Dialogues…
  22. 22. Dialogues?
  23. 23. Online behavior = clicks & typing No verbal No non-verbal Information freedom Time & place freedom
  24. 24. Company
goals
 €€€









 Customer
goals
 Company
 Prospect
/
client
 Behavior
 Behavior
 Mul9
 Mul9
 Mul9‐
 purpose

 phase
 channel
 theory © http://onlinedialogue.com icons © http://dryicons.com
  25. 25. Company
goals
 €€€









 Customer
goals
 Company
 Prospect
/
client
 Behavior
 Behavior
 Mul9
 Mul9
 Mul9‐
 purpose

 phase
 channel
 External
influencers
 Compe9tors
 Media
 Social
environment
 theory © http://onlinedialogue.com icons © http://dryicons.com Tuning the conversation
  26. 26. Company
goals
 €€€









 Customer
goals
 Company
 Prospect
/
client
 Time
&
Money
 Knowledge
 Behavior
 Behavior
 Knowledge
 ACtude
 Mul9
 Mul9
 Mul9‐
 Personality
 Tools
 purpose

 phase
 channel
 Internal

 PlaHorm
 Profile
 influencers
 Internal
 Internal
 Mo9va9on
 influencers
 Context
 influencers
 External
influencers
 Compe9tors
 Media
 Social
environment
 theory © http://onlinedialogue.com icons © http://dryicons.com Based on internal and external influencers
  27. 27. To know = to research & measure
  28. 28. But how?
  29. 29. Are you ready? Targets Trends Facts Survey Roadmap Survey Survey 1 – to get things done
  30. 30. Your audience as a group Survey
  31. 31. Your audience as a group Company Target info audience Revenue Hapiness External afcts Internal facts Customers Wealth
  32. 32. Your audience as a group External survey Measurement Price position Media attention Attention Research Quality position Advertising pressure Positive / negative
  33. 33. Your audience as a group Company Target info audience Survey Revenue Hapiness External afcts Internal facts Customers Wealth External survey Measurement Price position Media attention Attention Research Quality position Advertising pressure Positive / negative 2 – to know your position
  34. 34. Make a good start Time to (re-)design.. if needed
  35. 35. Your audience in control 3 – to know if they succeed Spontaneous Orientating Comparing Buying Cust. info Cust. usage Cust. slae Targets Growth Trend Conversion
  36. 36. Continuous improvement Hypot hesis Alternative Optimization process
  37. 37. Continuous improvement Default Variation A Variation B Winner! Optimization technique
  38. 38. Continuous improvement Structuring
 A) Analysis
 B) Roadmap
&
Dashboard
 - 
Conversion
op9miza9on
 1) Mass
 Usability
 2) Segments
 3) Dynamic
 4) 1‐on‐1

  39. 39. Objective Build up groups of customer profiles segmented on their behavioral influencers and collect the knowledge of how to communicate with them Spontaneous Orientating Comparing Buying Cust. info Cust. usage Cust. slae Targets Growth Trend Conversion
  40. 40. Example
  41. 41. The road to take
  42. 42. Just like him…
  43. 43. Contact: Bart Schutz & Ton Wesseling www.onlinedialogue.com info@onlinedialogue.com Tel: +3130 4100 170 Subscribe to our free newsletter at our site! @onlinedialogue @barts @tonwesseling

×