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Matt Goddard - CM Summit


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Matt Goddard - CM Summit

  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 />