First presentation on our bi-monthly Online Dialogue Thursday knowledge meetings. On November 11th 2010 we explained the model of online communication and how online behavior is influenced. We included the next step: how should you measure these influencers, report on them and take actions to improve the dialogue with your visitor. Presentation by Bart Schutz & Ton Wesseling

1. Model & Method
online behavior can be measured
Bart Schutz & Ton Wesseling
(@BartS)
(@TonWesseling)
Online Dialogue Thursday
November 11th 2010, Utrecht, The Netherlands

2. Index
Dialogues
Behavior influencers
Measure to improve

3. About Online Dialogue
 Online Dialogue has the ambition to get the quality of offline service en
sales dialogues to the online field.
Strategy
Design
Optimization
Our services:
 Internet strategy guidance.
 Designing the online presence.
 Getting structure in online revenue optimization.

4. The local bakery store

5. Still sells like we did 300 years ago
26/60

6. 5 million years ago
We had communication
35/60

7. 100.000 years ago
We invented ʻverbalʼ
35/60

8. 100.000 years
Storytelling
35/60

9. 35/60

10. 555 years ago
35/60

11. 100 years ago
35/60

12. 80 years ago
35/60

13. From 1 to many
Masscommunication
28/60

16. The Web
connections
1-on-1
32/60

17. Everyone is connected
37/60

18. The web is like a small village…
36/60

19. dialogues
32/60

20. Dialogues…

21. Dialogues…

22. Dialogues…

23. Dialogues…

24. Dialogues?

25. Online behavior = clicks & typing
No verbal
No non-verbal
Information freedom
Time & place freedom

26. Company goals €€€  Customer goals
Company Prospect / client
Behavior
Behavior
Mul9 Mul9 Mul9‐
purpose phase channel
theory © http://onlinedialogue.com
icons © http://dryicons.com

27. Company goals €€€  Customer goals
Company Prospect / client
Behavior
Behavior
Mul9 Mul9 Mul9‐
purpose phase channel
External influencers
Compe9tors Media Social environment
theory © http://onlinedialogue.com
icons © http://dryicons.com
Tuning the conversation

28. Company goals €€€  Customer goals
Company Prospect / client
Time & Money Knowledge
Behavior
Behavior
Knowledge ACtude
Mul9 Mul9 Mul9‐ Personality
Tools
purpose phase channel
Internal
PlaHorm Profile
influencers
Internal Internal
Mo9va9on
influencers Context
influencers
External influencers
Compe9tors Media Social environment
theory © http://onlinedialogue.com
icons © http://dryicons.com
Based on internal and external influencers

29. To know = to research & measure

30. But how?

31. Are you ready?
Targets
Trends
Facts
Survey
Roadmap
Survey
Survey
1 – to get things done

32. Your audience as a group
Survey

33. Your audience as a group
Company
Target
info
audience
Revenue
Hapiness
External afcts
Internal facts
Customers
Wealth

34. Your audience as a group
External survey
Measurement
Price position
Media attention
Attention
Research
Quality position
Advertising pressure
Positive / negative

35. Your audience as a group
Company
Target
info
audience
Survey
Revenue
Hapiness
External afcts
Internal facts
Customers
Wealth
External survey
Measurement
Price position
Media attention
Attention
Research
Quality position
Advertising pressure
Positive / negative
2 – to know your position

36. Make a good start
Time to (re-)design.. if needed

37. Your audience in control
3 – to know if they succeed
Spontaneous
Orientating
Comparing
Buying
Cust. info
Cust. usage
Cust. slae
Targets
Growth
Trend
Conversion

38. Continuous improvement
Hypot
hesis
Alternative
Optimization process

39. Continuous improvement
Default
Variation
A
Variation
B
Winner!
Optimization technique

40. Continuous improvement
Structuring
A) Analysis
B) Roadmap & Dashboard
-
Conversion op9miza9on
1) Mass Usability
2) Segments
3) Dynamic
4) 1‐on‐1

41. Objective
Build up groups of customer profiles
segmented on their behavioral influencers
and collect the knowledge of
how to communicate with them
Spontaneous
Orientating
Comparing
Buying
Cust. info
Cust. usage
Cust. slae
Targets
Growth
Trend
Conversion

42. Example

43. The road to take

44. Just like him…

45. Contact:
Bart Schutz & Ton Wesseling
www.onlinedialogue.com
info@onlinedialogue.com
Tel: +3130 4100 170
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