Online Dialogue Model & Method: Online behavior can be measured

Model & Method online behavior can be measured Bart Schutz & Ton Wesseling (@BartS) (@TonWesseling)  Online Dialogue Thursday November 11th 2010, Utrecht, The Netherlands

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 the online ﬁeld. Strategy Design Optimization Our services:   Internet strategy guidance.   Designing the online presence.   Getting structure in online revenue optimization.

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

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?

Online behavior = clicks & typing No verbal No non-verbal Information freedom Time & place freedom

Company goals  €€€           Customer goals  Company  Prospect / client  Behavior  Behavior  Mul9  Mul9  Mul9‐  purpose   phase  channel  theory © http://onlinedialogue.com icons © http://dryicons.com

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

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

To know = to research & measure

But how?

Are you ready? Targets Trends Facts Survey Roadmap Survey Survey 1 – to get things done

Your audience as a group Survey

Your audience as a group Company Target info audience Revenue Hapiness External afcts Internal facts Customers Wealth

Your audience as a group External survey Measurement Price position Media attention Attention Research Quality position Advertising pressure Positive / negative

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

Make a good start Time to (re-)design.. if needed

Your audience in control 3 – to know if they succeed Spontaneous Orientating Comparing Buying Cust. info Cust. usage Cust. slae Targets Growth Trend Conversion

Continuous improvement Hypot hesis Alternative Optimization process

Continuous improvement Default Variation A Variation B Winner! Optimization technique

Continuous improvement Structuring  A) Analysis  B) Roadmap & Dashboard  -  Conversion op9miza9on  1) Mass  Usability  2) Segments  3) Dynamic  4) 1‐on‐1 

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

Example

The road to take

Just like him…

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

Online Dialogue Model & Method: Online behavior can be measured

by Online Dialogue on Nov 15, 2010

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Online Dialogue Model & Method: Online behavior can be measured — Presentation Transcript