BTPsessions Conversations Framework

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Promise

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Beyond the Promise

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26/05 - Experience27/05 - Media

28/05 - Conversations

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Why conversations are so dear to us.

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Because we’re more interested in whatpeople “do”, than in what they “think”.

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Most traditionalcommunication KPI’swere developed to

measure “what peoplethink”.

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Conversations provide a metaphor :

- to quantify what people “do”.- to grasp the “active consumer”.

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Active consumers : when c onsumers do morethan consuming.

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Active consumers : when people decide tobecome a medium.

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360° campaign

Media

Creative idea

Brand

Marketing context

Product

Business

Active consumers : when peoplego "beneath the surface”.

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Active consumers : when brands decide tobecome facilitators.

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But how to make conversations tangible?

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Three important KPI’s

Search VolumeSocial IntensityNet Promotor Score

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http://www.google.com/intl/en/press/zeitgeist2008/

Search volume = active awareness

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Search volume = active awareness

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Search volume = active awareness

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Social Intensity

http://www.nytimes.com/interactive/2009/02/02/sports/20090202_superbowl_twitter.html

Social intensity represents the rate at which social actionsoccur such as rating, sharing, blogging, recommending,commenting, etc. Some brands have nearly zero social

intensity -- no one blogs about them, no one sharesinformation, etc. While other brands -- like Apple -- enjoy

continuous, relatively high social intensity.

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Social Intensity - example 1

http://www.nytimes.com/interactive/2009/02/02/sports/20090202_superbowl_twitter.html

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Social Intensity - example 2

http://www.slideshare.net/VirtualEyeSee/social-media-marketing-whopper-sacrifice

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Social Intensity - example 2

http://www.slideshare.net/VirtualEyeSee/social-media-marketing-whopper-sacrifice

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Social Intensity - example 2

http://www.slideshare.net/VirtualEyeSee/social-media-marketing-whopper-sacrifice

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Social Intensity - measurement Free buzz-tracking

http://www.marketingpilgrim.com/2007/08/26-free-tools-for-buzz-monitoring.html

Online conversation monitoring http://www.rmmlondon.com/archive/a-survey-of-ten-leading-online-conversation-

monitoring-companies/

Conversation Tracker Insites/Boondoggle

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Net Promotor Score

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Net Promotor Score

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Conversation take-outs

We’re interested in what people “do”, less in what they “think”. Traditional measurement is very much “think”-focussed :

reach/impact. “We need a new metaphor to quantify “do”, which is “conversations”. Search volume, social intensity & net promotor score are three KPI’s

to measure conversations.

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A case centered aroundconversations as a KPI

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http://www.youtube.com/watch?v=AgHHX9R4Qtk

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Millions of people watched the video. Hundreds of thousands downloaded the talking points. More than 30,000 received email from their friends through

JewsVote.org. Tens of thousands more have seen our ads in key swing states like

Michigan, Missouri, and Florida. There were (and still are) dozens of articles and news reports about

The Great Schlep, putting the message of Jewish support for Obamain front on tens of millions.

Exit polls of the Jewish Vote in the 2008 election: Obama - 78%ﾊMcCain 22%

Florida vote in the 2008 election: Obama 51% McCain 49%