special edition communities smartees
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Always-on research?Yes, we can!
Tom De Ruyck, Head of Research Communities, InSites Consulting
@tomderuyck @mr_communities #mroc
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It is time to re-invent marketing (research).
Because power has shifted to the consumer.
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Power has shifted to the consumer.Get used to it and understand how to lead instead of how to control.
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6%
7%
6%
15%
30%
24%
7%
4%
5%
8%
6%
19%
35%
17%
5%
4%
We are different from our target audience!
CONSUMER TWIN SCORE
Q : When you compare yourself to the consumers in your target group, to what extent do you see an overlap or a difference between both?
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One way to get connected is to get marketersin the living room of the consumer.
6InSites Consulting beliefs - © 2010
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An alternative way is to get consumersin the ‘boardroom’ of your organisation.
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FMCG I Unilever FMCG I Kraft FMCG I Danone
FMCG I Heinz Media I MSN Media I VMMa
Financial services I ING Telco & technology I Vodafone
Communities at the core of new generation research.Always-on research with consumers acting as part-time marketers.
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Is a 24/7 connection possible?
53% plansrank 2 out of 16 emerging technologies
11% understandsrank 16 out of 16 emerging technologies
The status of online research communities today?
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Key learning 1
Who makes research communities work?
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(1)5030
WHO? Dunbar’s number: 150 members is the maximum number enabling social interactions on a community.
6,874817332
codingon topicinteraction
survey
Methodology
R² = 0.6357
R² = 0.4659
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On_Topic_Arguments
New On Topic Arguments
Poly. (On_Topic_Arguments)
Log. (New On Topic Arguments)
Optimal length of community threads
30 posts
New content
On topic posts
-80% -60% -40% -20% 0% 20% 40% 60%
Order of the post
Community identification
Embedded interaction
Social engagement
Information engagement
Loose interaction
Brand identification
Generate brand identification & information engagement.
Embedded interaction
Loose interaction
fromno
interaction
to
to
Threads can last for too long!
Embed the interaction in community threads ...!
17InSites Consulting beliefs - © 2010
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WHO? Creating in-depth relationships with few rather than superficial relationships with many.
18InSites Consulting beliefs - © 2010
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i•den•ti•fi•ca•tion[ahy-den-tuh-fi-key-shuhn,]noun
The convergence of brand's values with that of the person, and the degree to which the brand is regarded as having personal relevance.
Typically represented by concentric circles moving closer.
YouBrand
WHO? What is connecting community members?Importance of brand and/or topic involvement.
Social media netnography
English - .co.uk websites> 100.000 conversations
Research CommunityAnswer specific questions
Faster recruitmentSocial glueTargeted topic treatment
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Key learning 2
What makes research communities work?
21InSites Consulting beliefs - © 2010
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WHAT? Commitment from community members.Meet & greet, taking them on a guided tour, giving back.
22InSites Consulting’s Research Communities
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WHAT? Empower them.Let them have their say. Enable them to share enriched content & social content.
24© In
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Connecting with B&J brand lovers
25InSites Consulting’s Research Communities
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WHAT? Entertain them.Try to make it more fun for them: projective/creative techniques, video, ...
26InSites Consulting beliefs - © 2010
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WHAT? Let them play.Gamify your research and be amazed by the boost in reactions!
We love to play
Levels? Badges? Status? Seriously?Do they matter?
Goal-setting deviceWhere to go
InstructionsWhat is possible
ReputationWho you are
Status & AffirmationWhat you did
Group identificationWho is like you
Teams battle to earn badges
“We are lagging behind! I am sure with a gobby lass like me we
can head back to the top!!! “
Wow first place thats great and I would say a very big thank you to The Duchess and Hettie who have placed
some great posts.
“When I got my expert badge I bragged to my kids and said 'there see I told you I was an expert' lol its
not often we get called such things so why shouldn't we be pleased with
ourselves”
Post quality content
Points
Point treshol
d reache
d
Unlock info
on- topic-postsInformational engagement
Informational engagement on- topic-posts
Challenge: “Can you come up with the best summary of the answers on this topic? Rate the best summary up!”
on- topic-posts
Challenge: “Battle the other team in sharing as much quality content as possible”Personal leaderboard
Most valuable contributors win!Golden nugget badge for best insightTopic x-expert for high topic contribution...
Badges & win conditions:
Social engagement
We like to be challenged
Didn’t you ever try to beat the system?
Unleash their creativity
36Taking Connected Research Forward© In
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What happens on a psychological and physical level when 25 heavy
fruit/smoothies eaters don’t consume their regular amount of
fruit/smoothies?
What happens on psychological and physical level with 25 participants
who don’t often eat fruit/smoothies, when they start eating more?
DEPRIVATION ACTIVATION
The journey to the other side
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They become co-researchers
“Be the best in analyzing each other’s consumer behavior”
Easy & FUN!20% unique insights coming from the crowd
Dear all,
I really encourage all of you to
spend this hour as it is not only a
crucial part of the process to get
your thoughts and thinking on this
but it is also a fun learning
experience for yourself. I just
finished it myself and considered it
time well spent despite my too full
schedule.
Maybe this is another incentive: I
guess none of you want me to win
this game…:-)
Mariken Kimmels, Heinz marketing
director continental Europe
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Key learning 3
How to make research communities work?
41InSites Consulting beliefs - © 2010
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Being able to mixThe story Equilibrium The methodsThe results
HOW? Creating an experience is hard work.Creating the right mix.
42InSites Consulting beliefs - © 2010
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HOW? Commitment from the moderator.Instead of the X-factor, we talk about the C-factor.
43InSites Consulting beliefs - © 2010
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HOW? Commitment from the company.Buy-in, engagement, input.
44InSites Consulting beliefs - © 2010
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HOW? Go beyond the 30 min debrief.Don’t present engage, inspire & let them act!
45InSites Consulting beliefs - © 2010
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Bring the consumers into the boardroomAnd you can take that rather literally if you like...
46InSites Consulting beliefs - © 2010
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Brainstorm and work together!And move from results to actions...
47InSites Consulting beliefs - © 2010
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Create engaging experiences that inspire and are worth
sharing
We believe ...in connected research
Everything we do is aimed at enhancing intimacybetween you, your market and us.
Yes we will !
Yes we can!
What will yóu do differently?Please select your preference:
Kill your darlings
Save your darlingsTake a risk and blame mex
@tomderuyck
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