Community Conversations Highlights NMF Community Conversations 2010.
BTPsessions Conversations Framework
-
Upload
dominique-poncin -
Category
Business
-
view
2.105 -
download
0
description
Transcript of BTPsessions Conversations Framework
![Page 1: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/1.jpg)
![Page 2: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/2.jpg)
5/28/09Slide 2
Promise
![Page 3: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/3.jpg)
5/28/09Slide 3
Beyond the Promise
![Page 4: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/4.jpg)
5/28/09Slide 4
26/05 - Experience27/05 - Media
28/05 - Conversations
![Page 5: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/5.jpg)
5/28/09Slide 5
Why conversations are so dear to us.
![Page 6: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/6.jpg)
5/28/09Slide 6
Because we’re more interested in whatpeople “do”, than in what they “think”.
![Page 7: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/7.jpg)
5/28/09Slide 7
Most traditionalcommunication KPI’swere developed to
measure “what peoplethink”.
![Page 8: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/8.jpg)
5/28/09Slide 8
Conversations provide a metaphor :
- to quantify what people “do”.- to grasp the “active consumer”.
![Page 9: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/9.jpg)
5/28/09Slide 9
Active consumers : when c onsumers do morethan consuming.
![Page 10: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/10.jpg)
5/28/09Slide 10
Active consumers : when people decide tobecome a medium.
![Page 11: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/11.jpg)
5/28/09Slide 11
360° campaign
Media
Creative idea
Brand
Marketing context
Product
Business
Active consumers : when peoplego "beneath the surface”.
![Page 12: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/12.jpg)
5/28/09Slide 12
Active consumers : when brands decide tobecome facilitators.
![Page 13: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/13.jpg)
5/28/09Slide 13
But how to make conversations tangible?
![Page 14: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/14.jpg)
5/28/09Slide 14
Three important KPI’s
Search VolumeSocial IntensityNet Promotor Score
![Page 15: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/15.jpg)
5/28/09Slide 15
http://www.google.com/intl/en/press/zeitgeist2008/
Search volume = active awareness
![Page 16: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/16.jpg)
5/28/09Slide 16
Search volume = active awareness
![Page 17: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/17.jpg)
5/28/09Slide 17
Search volume = active awareness
![Page 18: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/18.jpg)
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.
![Page 19: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/19.jpg)
5/28/09Slide 19
Social Intensity - example 1
http://www.nytimes.com/interactive/2009/02/02/sports/20090202_superbowl_twitter.html
![Page 20: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/20.jpg)
5/28/09Slide 20
Social Intensity - example 2
http://www.slideshare.net/VirtualEyeSee/social-media-marketing-whopper-sacrifice
![Page 21: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/21.jpg)
5/28/09Slide 21
Social Intensity - example 2
http://www.slideshare.net/VirtualEyeSee/social-media-marketing-whopper-sacrifice
![Page 22: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/22.jpg)
5/28/09Slide 22
Social Intensity - example 2
http://www.slideshare.net/VirtualEyeSee/social-media-marketing-whopper-sacrifice
![Page 23: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/23.jpg)
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
![Page 24: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/24.jpg)
5/28/09Slide 24
Net Promotor Score
![Page 25: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/25.jpg)
5/28/09Slide 25
Net Promotor Score
![Page 26: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/26.jpg)
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.
![Page 27: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/27.jpg)
5/28/09Slide 27
A case centered aroundconversations as a KPI
![Page 28: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/28.jpg)
5/28/09Slide 28
http://www.youtube.com/watch?v=AgHHX9R4Qtk
![Page 29: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/29.jpg)
5/28/09Slide 29
![Page 30: BTPsessions Conversations Framework](https://reader034.fdocuments.us/reader034/viewer/2022051816/5461ebbbb1af9f71408b4d9b/html5/thumbnails/30.jpg)
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%