the framework + some fat cases to introduce the third BTPsession on Conversations on 28/05/08

2. Promise
5/28/09
Slide 2

3. Beyond the Promise
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Slide 3

4. 26/05 - Experience
27/05 - Media
28/05 - Conversations
5/28/09
Slide 4

5. Why conversations are so dear to us.
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Slide 5

6. Because we’re more interested in what
people “do”, than in what they “think”.
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Slide 6

7. Most traditional
communication KPI’s
were developed to
measure “what people
think”.
5/28/09
Slide 7

8. Conversations provide a metaphor :
- to quantify what people “do”.
- to grasp the “active consumer”.
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Slide 8

9. Active consumers : when consumers do more
than consuming.
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Slide 9

10. Active consumers : when people decide to
become a medium.
5/28/09
Slide 10

11. 360° campaign
Media
Creative idea
Brand
Marketing context Active consumers : when people
go quot;beneath the surface”.
Product
Business
5/28/09
Slide 11

12. Active consumers : when brands decide to
become facilitators.
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Slide 12

13. But how to make conversations tangible?
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Slide 13

14. Three important KPI’s
Search Volume
Social Intensity
Net Promotor Score
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Slide 14

15. Search volume = active awareness
http://www.google.com/intl/en/press/zeitgeist2008/
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Slide 15

16. Search volume = active awareness
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Slide 16

17. Search volume = active awareness
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Slide 17

18. Social Intensity
Social intensity represents the rate at which social actions
occur such as rating, sharing, blogging, recommending,
commenting, etc. Some brands have nearly zero social
intensity -- no one blogs about them, no one shares
information, etc. While other brands -- like Apple -- enjoy
continuous, relatively high social intensity.
http://www.nytimes.com/interactive/2009/02/02/sports/20090202_superbowl_twitter.html
5/28/09
Slide 18

19. Social Intensity - example 1
http://www.nytimes.com/interactive/2009/02/02/sports/20090202_superbowl_twitter.html 5/28/09
Slide 19

20. Social Intensity - example 2
http://www.slideshare.net/VirtualEyeSee/social-media-marketing-whopper-sacrifice 5/28/09
Slide 20

21. Social Intensity - example 2
http://www.slideshare.net/VirtualEyeSee/social-media-marketing-whopper-sacrifice 5/28/09
Slide 21

22. Social Intensity - example 2
http://www.slideshare.net/VirtualEyeSee/social-media-marketing-whopper-sacrifice 5/28/09
Slide 22

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
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Slide 23

24. Net Promotor Score
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Slide 24

25. Net Promotor Score
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Slide 25

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.
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Slide 26

27. A case centered around
conversations as a KPI
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Slide 27

28. http://www.youtube.com/watch?v=AgHHX9R4Qtk
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Slide 28

29. 5/28/09
Slide 29

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 Obama
in front on tens of millions.
 Exit polls of the Jewish Vote in the 2008 election: Obama - 78%
McCain 22%
 Florida vote in the 2008 election: Obama 51% McCain 49%
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Slide 30