conversational marketing summit 2011 - matt goddard
TRANSCRIPT
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Can Brands Manage The Conversation Layer At Scale?
Matt GoddardCEO, R2integrated
@R2iMatt@r2integrated
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Research Approach:
SurveyIntercept
Focus groupCurrent customers
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How do we define scale?
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What do we mean by the conversation layer?
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Awareness Decision Making
Showing me things I may want
What product will I actually buy
Advertising Layer Conversation Layer
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Networked Communities of Interest
The new battleground for decision-making
behavior
People, Places and Content
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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.
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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.”
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Respondents said:
“Marketers will always have an avenue of awareness.”
It’s reaching (conversing with) the targeted audience that is difficult.”
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The Scale vs. Relevancy Problem
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Let’s ask a different question:
Can we scale? No
Can we prioritize? Yes
How?