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Online Dialogue Model & Method: Online behavior can be measured
 

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Online Dialogue Model & Method: Online behavior can be measured

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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 ...

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

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

  • 1. Model & Method online behavior can be measured Bart Schutz & Ton Wesseling (@BartS) (@TonWesseling)
 Online Dialogue Thursday November 11th 2010, Utrecht, The Netherlands
  • 2. Index Dialogues Behavior influencers Measure to improve
  • 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. The local bakery store
  • 5. Still sells like we did 300 years ago 26/60
  • 6. 5 million years ago We had communication 35/60
  • 7. 100.000 years ago We invented ʻverbalʼ 35/60
  • 8. 100.000 years Storytelling 35/60
  • 9. 35/60
  • 10. 555 years ago 35/60
  • 11. 100 years ago 35/60
  • 12. 80 years ago 35/60
  • 13. From 1 to many Masscommunication 28/60
  • 14. The Web connections 1-on-1 32/60
  • 15. Everyone is connected 37/60
  • 16. The web is like a small village… 36/60
  • 17. dialogues 32/60
  • 18. Dialogues…
  • 19. Dialogues…
  • 20. Dialogues…
  • 21. Dialogues…
  • 22. Dialogues?
  • 23. Online behavior = clicks & typing No verbal No non-verbal Information freedom Time & place freedom
  • 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. 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. 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. To know = to research & measure
  • 28. But how?
  • 29. Are you ready? Targets Trends Facts Survey Roadmap Survey Survey 1 – to get things done
  • 30. Your audience as a group Survey
  • 31. Your audience as a group Company Target info audience Revenue Hapiness External afcts Internal facts Customers Wealth
  • 32. Your audience as a group External survey Measurement Price position Media attention Attention Research Quality position Advertising pressure Positive / negative
  • 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. Make a good start Time to (re-)design.. if needed
  • 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. Continuous improvement Hypot hesis Alternative Optimization process
  • 37. Continuous improvement Default Variation A Variation B Winner! Optimization technique
  • 38. Continuous improvement Structuring
 A) Analysis
 B) Roadmap
&
Dashboard
 - 
Conversion
op9miza9on
 1) Mass
 Usability
 2) Segments
 3) Dynamic
 4) 1‐on‐1

  • 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. Example
  • 41. The road to take
  • 42. Just like him…
  • 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