consumers as consultants smartees workshop

Consumers as Consultants

Smartees Workshop

This is the full slidedeck of our

Consumers as Consultants Smartees

workshop, hosted in London on Tuesday

21 October. The main focus is on how to

structurally collaborate with your

consumers in order to generate richer

consumer understanding, followed by a

case study of Gumtree and an

interactive workshop.

COMPANY

TOWARDS THE

consumer-activated

Content

Welcome

Chief Consumer Officer

Workshop Session

Gumtree Case Study

Q&A

@MCDONALDSIMON

Who are we?

#1

@MCDONALDSIMON

Top 10 most innovative marketing research agency of the world (GRIT 2014)

Global Community Moderator Network

across +50 countries

Proud to work for +30% of the world’s global brands

We have been

cheered by the

industry with

more than 25

international

awards

New York

London

Sydney

Rotterdam

Ghent

Timisoara

Our vision on contemporary marketing is evangelized through our best-selling books.

@MCDONALDSIMON

Some of our UK customers

UK 2014@MCDONALDSIMON

http://www.google.be/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=C3TWaMqjK2o91M&tbnid=Y6fXOL2Y5kruTM:&ved=0CAUQjRw&url=http://www.greenbergnielsen.nl/jobs-nl/assistant-controller-fox-international-channels-amsterdam/&ei=q0dMUqODFe2X0AXNuIGoBQ&bvm=bv.53371865,d.d2k&psig=AFQjCNHxfD1chPtoJVQDl4PwHR9ZEN7MIA&ust=1380817045968620

http://www.google.be/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=C3TWaMqjK2o91M&tbnid=Y6fXOL2Y5kruTM:&ved=0CAUQjRw&url=http://www.greenbergnielsen.nl/jobs-nl/assistant-controller-fox-international-channels-amsterdam/&ei=q0dMUqODFe2X0AXNuIGoBQ&bvm=bv.53371865,d.d2k&psig=AFQjCNHxfD1chPtoJVQDl4PwHR9ZEN7MIA&ust=1380817045968620

What’s our vision?

#2

@MCDONALDSIMON

CONSUMER

ACTIVATEDCONSUMER

CENTRICCONSUMER

ORIENTED

COMPANY

ORIENTED

Where are you?

@MCDONALDSIMON

TWO-WAYONE-WAY

ALWAYS ONAD HOC

INTEGRATEDSILO

CONNECTEDDISCONNECTED

CONSUMER-

CENTRIC

CONSUMER-

ACTIVATED

@MCDONALDSIMON

@MCDONALDSIMON

Content

Welcome


Workshop Session

Gumtree Case Study

Q&A

@MCDONALDSIMON

Massive change

@TOMDERUYCK

Many possible futures

@TOMDERUYCK

Structural Collaboration

with consumers

@TOMDERUYCK

‘For impact, speed is at least

as important as the weight you

can put behind it’

Stan Knoops – Unilever R&D

@TOMDERUYCK

@TOMDERUYCK

notFaking it

@TOMDERUYCK

notDoing everything

consumers ask

@TOMDERUYCK

notHaving no strategy

@TOMDERUYCK

We need to make Consumers an

integral part of everything we do!

Mariken Kimmels – H.J. Heinz

@TOMDERUYCK

Challenge accepted?

@TOMDERUYCK

@TOMDERUYCK

#2

Activation of

internal stakehol-

ders to take rele-

vant action

#1

Consumer

collaboration

initiatives

#3

Inspiring and

empowering

employees at

all levels

#4

Leverage of

results & culture

externally

#5

Impact

measurement

Lead and

coordinated

by the Chief

Consumer

Officer

@TOMDERUYCK

Consumer

collaboration

initiatives

#1

@TOMDERUYCK

Reactive & proactive

#1

@TOMDERUYCK

Discovering new

opportunities

#1

@TOMDERUYCK

Bringing down the silos

#1

@TOMDERUYCK

Even the CFO will be happy!

#1

@TOMDERUYCK

Keeping

onGOing

GOing

#1

@TOMDERUYCK

#1

@TOMDERUYCK

Avoid a Collaboration Hangover! #1

@TOMDERUYCK

Ambassador Team

#1

@TOMDERUYCK

#2Activation of

internal stakeholders

to take relevant

action

@TOMDERUYCK

#2

@TOMDERUYCK

Inspiring and

empowering

employees at

all levels

#3

@TOMDERUYCK

What if…?

#3

@TOMDERUYCK

Hig

h

Lo

w

Direct Indirect

Level in

the o

rganiz

ation

Relationship with consumers

#3

@TOMDERUYCK

Executives Management

Frontline Staff

#3

@TOMDERUYCK

Leverage of

results & culture

externally

#4

@TOMDERUYCK

#4

@TOMDERUYCK

Impact

measurement

#5

@TOMDERUYCK

Culture

#5

@TOMDERUYCK

Performance

Communication

@TOMDERUYCK

CHIEF

CONSUMER

OFFICER

Consumer Coach

People Engager

Ecosystem Builder

Action Hero

@TOMDERUYCK

Ready for a transformation?

linkedin.com/in/tomderuyck

@tomderuyck

[email protected]

Tom De Ruyck Managing Partner

& Head of Consumer Consulting Boards

Content

Welcome


Workshop Session

Gumtree Case Study

Q&A

@MCDONALDSIMON

HANNAH WILSONCHRISTOPHE VERGULT


Who is Gumtree? Some facts

• The number one classifieds site in UK

• 584,000 visitors a day

• 17% of the UK digital population visited in

Jul 2014 = 8,4 mln unique visitors a month

• More than 100K new ads EVERY day

• Half of all visits via mobile and tablet

“I visit Gumtree regularly and lately I have been checking in the

Home & Garden section as I have been on the look out for a

specific chair, which bought new is out of my budget. As the

store where I could purchase this from is local I figured perhaps

someone at sometime might advertise one for sale. I was lucky

and one came up last week, slightly out of my budget but having

emailed the lady explaining that she offered it to me for what I

could afford.

If ever I have something in mind to buy I always check on

Gumtree first. I like that I can help somebody out at the same

time as getting something that I want.”



Technology enables

a human, emotional

trade experience

Agility to become future proof


Make Gumtree

more consumer

relevant

#1


“Gumtree users will help out to get smart and

relevant insights in an agile way, enabling to

make impactful choices, adjust to contextual

change and get to the future first.”



We involved a variety of

internal stakeholders


BRAND POWER

To maximize our community output, being

effective and creating actionable insight we

need rich data.

To get richer data we want people:

• to be productive: writing long comments,

thinking serious about their answers.

• to be creative: giving creative answers, out

of the box ideas and suggestions where

needed.

• to think contextual: giving answers straight

out of a specific mindset/context.

• to be emotional: giving answers that tap

right in to their inner feelings and write from

the heart.


Our approach to maximize output

Ebay is a little unhappy and feeling a little overwhelmed by

the younger members of the party.

He's a bit tired and old and has this arrogant air about him. He

has such an arrogance that he feels there should be a charge

for buying drinks and all the little extras, whereas the

youngsters like gumtree and facebook dont feel you should

have to pay for anything. They feel it should just be a nice

party experience. I am sure he will lose a lot of friends this

way and to be honest it feels that way already, him standing

on his own!

Littleliz02, female, 35-44, urban, non-frequent seller


Take the

Gumtree team

on board

#2


“We unite everyone in your organization

around the visitor, driving ultimate visitor

centricity. We positively affect your internal

stakeholders’ hearts, minds and actions, taking

the visitor along every step of the way.”



Determine the purpose & identify stakeholder needs

Install a steering committee

Deep dive activities

48 hour activities

Bottom-up activities

(Spontaneous

community

discussions in

‘lounge’)

Adapted to the business rhythm

Time

Inte

ns

ity


THEME 1

THEME 2

THEME 3

THEME 4

Detect new insights

Develop innovations

Strengthen brand power

Understand consumers

Improve customer

experience

Optimize go-to-market

DEEP-DIVE48H-TOPIC

DEEP-DIVE 48H-TOPIC

48H-TOPIC

DEEP-DIVE

DEEP-DIVE

DEEP-DIVE 48H-TOPIC

48H-TOPIC

Align consumer collaboration

with the strategic agenda


Spreading

brand

enthusiasm

#3


“Users cannot get any closer to your brand and

organization than by being involved in shaping

the future of Gumtree. We facilitate you and

them to drive consumer brand-related actions

through content they have co-created with

you.”



I think it is very brave of Gumtree to open themselves up to

their members! In my personal opinion, I feel all my opinions

(good/bad) queries, etc have been read & they’re actually

taking notice off! They knew not every member would be

positive & have opened themselves up to negative comments

as well as criticism! So that has given Gumtree a big thumbs

up from me!

Fagin, female, 35-44, suburban, frequent seller


How a closed community

can help you to activate your

Crowdsourcing

wider, natural community

Take-aways

from 6 months user

collaboration



Step by step – First milestone

1 2 3 4 5 6

7 8 9 10 11 12

13 14 15 16 17 18

19 20 21It takes at least 21 iterations


before behaviour becomes a habit…


We have to be daring

Structural collaboration

Is hard work



BRAND POWER


Thank You!

Christophe Vergult, Managing Partner

Hannah Wilson, Head of Marketing

Content

Welcome


Workshop Session

Gumtree Case Study

Q&A

@TOMDERUYCK

Business Issues?

#1

@MCDONALDSIMON

How to execute?

#2Internal

Leverage?

#3

30 mins to work through the tasks

5 mins per group to play back ideas

COMPANY

TOWARDS THE

consumer-activated