Beyond The Promise - Day 3, Introduction

Welcome at day 3 of this splendid seminar! Today it's all about CONVERSATIONS. Why are conversations so important? You need conversations to be able to measure change. Change is what you want to establish in the behavior or mindset of your target audience.

Most traditional communication KPIs were developed to measure "what people think". Conversations provide a metaphor to quualify what people do. Especially when people decide to become a medium and re-broadcast your message. You can speak of active consumers from the moment brands decide to become facilitators.

Important KPIs:

1. Search Volume (zeitgeist in search)

2.  Social Intensity (what sparks conversations)

3.  Net Promotor Score (which brands are worth promoting)

Social Intensity:  why do some brands generate so much buzz and some don't?

Case: Whopper Sacrifice
    If you dump 10 people of your facebook friendlist, and you get a coupon for a free burger at Burger
    King. 82K people deleted 230K friends. Action blocked by Facebook after 9 days.

Some free buzztracker tools are listed. And obviously the Net Promotor Score gets another round of applause as well. (see earlier posts from this seminar to learn more about that)

Case: The Great Schlep
    Thegreatschlep.com

1.3 mio people watched the movie
30K received email from their friends
exit polls: 78% Obama voters with the Jews.
100K + downloaded the .pdf