Matt Goddard - CM Summit
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This document discusses challenges that brands face in managing conversations at scale. It summarizes research showing that most marketing budgets focus on measurable paid media instead of conversations. Respondents indicated that they lack the staff, workflows, and ability to measure impact to effectively manage conversations across networks. The document proposes that while scaling conversations across all networks may not be possible, brands can prioritize engaging with the most relevant networked communities to influence decision making.
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Content Management: Choosing the best channels for your purpose and audience
Choosing the best channels to serve your purpose and engage your audience.
Choosing the best channels to serve your purpose and engage your audience.
More TechServe Conference Insights: Reaching Candidates Through Social Media
More TechServe Conference Insights: Reaching Candidates Through Social Media
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- 1. Can Brands Manage The Conversation Layer At Scale? Matt Goddard CEO, R2integrated @R2iMatt @r2integrated
- 2. Research Approach: Survey Intercept Focus group Current customers
- 3. How do we define scale?
- 4. What do we mean by the conversation layer?
- 5. Awareness Decision Making Showing me things I may want What product will I actually buy Advertising Layer Conversation Layer
- 6. People, Places and Content Networked Communities of Interest The new battleground for decision-making behavior
- 7. 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.
- 8. 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.”
- 9. Respondents said: “Marketers will always have an avenue of awareness.” It’s reaching (conversing with) the targeted audience that is difficult.”
- 10. The Scale vs. Relevancy Problem
- 11. Let’s ask a different question: Can we scale? No Can we prioritize? Yes How?
Editor's Notes
- 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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