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Roi Of Conversation 

Roi Of Conversation

 

 
 
Tags:  roi 
Views:  947
Published:  September 14, 2010
 
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Slide 1: The ROI of Conversation A paper prepared by Phil OSBORN E and Robert AITKEN for An inter-disciplinary research PERFORMANCE MANAGEMENT: PERSPECTIVES and AGENDAS. Sli de # 1
Slide 2: markets are conversations the inspiration… corporate communication appears contrived and artificial as the language of the 18th century French court we can’t go on with suspicious minds … Sli de # 2
Slide 3: overview • • • • traditional marketing communication performance metrics the web2.0 environment marketing management implications marketing metrics implications Sli de # 3
Slide 4: more complex variations on this basic theme including th e addition of feedback loops, though transmi ssion models remain the dominant logic… fundamental communication model more complex variations on this basic theme Sli de # 4
Slide 5: traditional metrics based on a linear model of communication, marketers strive to create the ‘perfect’ message and delivery through a noise free channel… performance and associated metrics currently assess the efficiency of achieving this utopia signal vs. noise Sli de # 5
Slide 6: consequences of traditional approach 44% of consumers say the majority of their Customer Experiences are “bland” 10 9 8 7 6 5 4 3 2 1 0 Travel Agent Insurer Bank Building Society Mobile Provider Phone Provider Car Manufacturer Electricity Provider Web based company Water provider Health Service Local Council Supermarket Book Shop Gas Provider Customer Satisfaction Averages, New Zealand, 2006 Source: SRD Group, Customer Satisfaction Averages, New Zealand, 2006 Sli de # 6
Slide 7: marketings disconnect… Sli de # 7
Slide 8: Sli de # 8
Slide 9: Case study source: Fortune, 2005 Sli de # 9
Slide 10: Sli de #
Slide 11: 18%: Proportion of TV advertising campaigns generating positive ROI some signals… (or is it noise?) 54 cents: Ave rage return in sales for every $1 spent on advertising 256%: The increase in TV advertising costs (C PM ) in the past de cade 100%: Th e increase needed in 1-2% in sales 90%: Proportion of people who skip TV ads advertising spend to add can skip TV ads who do 80%: Marke t sh are of video recorders with ad skipping technolo gy in 2008 Sli de #
Slide 12: signals 2… 117: The number of prime time needed to reach 80% of adult just 3 in 1965 TV spots in 2002 population – up from 14%: Proportion of people who trust advertising information 56%: Proportion of people who avoid buying products from companies who they think advertise too much 65%: Proportion of people who believe that they are constantly bombarded with too much advertising 69%: Proportion of people interested in technology or devices that e nable them to skip or block advertising Sli de #
Slide 13: Sli de #
Slide 14: Sli de #
Slide 15: Sli de #
Slide 16: Sli de #
Slide 17: new picture , new roles Sli de #
Slide 18: customers doing it for themselves… Sli de #
Slide 19: marketing management implications control / ownership / and power shifts the noise is the message marketing communication includes listening Ignore at your peril! Sli de #
Slide 20: measurement implications traditio nal firm initiated marketing messages are only a small (and reducing) part of communication mix many of the new ‘messages’ are actually the noise in th e traditional model mark eting managers require methods and metrics of tracking how these multiple messages enhance (or detract) from consumers understanding of the brand (value proposition) and the effect on performance… community centric measures measure for aw areness not manageme nt! Sli de #
Slide 21: inter-related messaging rath er than me asuring th e first stone thro wn (1_firm ini tiated communication) me trics must capture the effect of subseque nt ‘ripples’ Sli de #
Slide 22: some positives… Sli de #
Slide 23: one size fits no one… mass production doesn’t work for messages either, why would it work for metrics? Sli de #
Slide 24: references and resources The clu train m ani festo – fu ll download av ai lable @ http://www.c luetrain.c om/book/inde x. html Shannon W eav er model ht tp : / /w w w . s hk a mins k i. co m/C la s s es /ima g es /Sh a nno n- W ea v er% 2 0Mo d e l .g if N ew Zealand cu st omer sat isfact ion sl ide li berat ed from Social N etw ork g rap hics ht tp : / /w w w . s lid e sha r e. ne t /a la int hy s /a - lit t le- les s - con ver sa t io n- s lid es ha re ht tp : / /w eb 2. s ocia lcom pu t in gma g a z ine. c om/ Kry pt oni te locks material Ale x O st er w a ld er h ttp ://ww w. sli des hare.net /Al ex .O st erw alder/s oci al-m edi a- for-comm uni cat ors -web2 0-i abc Pict u re ht tp : / /w w w . w ir ed . co m/cu lt ur e/lifes t yl e/ mul ti med ia /2 004 /09 /6 4 98 7? s lid e = 2& s lide Vi e w = 2 V id e o ht tp : / /nz . y ou tu be. c om/w a t ch ?v =t 8 X xcO j3 S eo Influ ence Rip p les ht tp : / /blog . fut u rela b. n et /20 07/0 9/influ enc e_ rip p le s_ s oci a l_ med ia . ht ml Sli de #
Slide 25: Full Details @ http://creativecommons.org/licenses/by-nc/3.0/nz/ Sli de #

   
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