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the framework + some fat cases to introduce the third BTPsession on Conversations on 28/05/08
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5/28/09Slide 2
Promise
5/28/09Slide 3
Beyond the Promise
5/28/09Slide 4
26/05 - Experience27/05 - Media
28/05 - Conversations
5/28/09Slide 5
Why conversations are so dear to us.
5/28/09Slide 6
Because we’re more interested in whatpeople “do”, than in what they “think”.
5/28/09Slide 7
Most traditionalcommunication KPI’swere developed to
measure “what peoplethink”.
5/28/09Slide 8
Conversations provide a metaphor :
- to quantify what people “do”.- to grasp the “active consumer”.
5/28/09Slide 9
Active consumers : when c onsumers do morethan consuming.
5/28/09Slide 10
Active consumers : when people decide tobecome a medium.
5/28/09Slide 11
360° campaign
Media
Creative idea
Brand
Marketing context
Product
Business
Active consumers : when peoplego "beneath the surface”.
5/28/09Slide 12
Active consumers : when brands decide tobecome facilitators.
5/28/09Slide 13
But how to make conversations tangible?
5/28/09Slide 14
Three important KPI’s
Search VolumeSocial IntensityNet Promotor Score
5/28/09Slide 15
http://www.google.com/intl/en/press/zeitgeist2008/
Search volume = active awareness
5/28/09Slide 16
Search volume = active awareness
5/28/09Slide 17
Search volume = active awareness
5/28/09Slide 18
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.
5/28/09Slide 19
Social Intensity - example 1
http://www.nytimes.com/interactive/2009/02/02/sports/20090202_superbowl_twitter.html
5/28/09Slide 20
Social Intensity - example 2
http://www.slideshare.net/VirtualEyeSee/social-media-marketing-whopper-sacrifice
5/28/09Slide 21
Social Intensity - example 2
http://www.slideshare.net/VirtualEyeSee/social-media-marketing-whopper-sacrifice
5/28/09Slide 22
Social Intensity - example 2
http://www.slideshare.net/VirtualEyeSee/social-media-marketing-whopper-sacrifice
5/28/09Slide 23
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
5/28/09Slide 24
Net Promotor Score
5/28/09Slide 25
Net Promotor Score
5/28/09Slide 26
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.
5/28/09Slide 27
A case centered aroundconversations as a KPI
5/28/09Slide 28
http://www.youtube.com/watch?v=AgHHX9R4Qtk
5/28/09Slide 29
5/28/09Slide 30
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%