vlerick conversation management platform insites
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www.insites-consulting.com
How we increased the value of the Diesel Pinterest pageThe art of research
October 2013
Sophie Van Neck | Senior Research Manager | InSites ConsultingM +32 472 418 640 | T +32 9 269 15 39 | E sophie@insites.eu
Founded 1997 as a business school spin-off
Structure Fully independent, 7 managing
partners
Growth Average yearly growth +25%
Locations USA I ROM I UK I NL I BE
Team 125 passionate & talented people
Reach Global Consumer & Moderator
Network
Clients +35% of 2012 Best Global Brands
(Interbrand)
Awards ESOMAR I AMA I ARF I MRS I MOA I
AMMA
Life Sciences & HealthcareAstraZeneca I Barco Healthcare I Baxter I Bayer Healthcare I Bristol-Myers Squibb I GSK I Janssen I Johnson & Johnson I Lilly I Merck Serono I Nutricia Advance Medical Nutricion I Pfizer I Roche I Sanofi Pasteur MSD I UCB
Media & EntertainmentBBC World I Bloomberg I Google I Kinepolis | LinkedIn I National Geographic I News International I RTL I SBS Broadcasting I Sony I Viacom Media Networks I VRT I VMMa I Stievie I Yahoo!
Financial ServicesABN AMRO I BNP Paribas Fortis I ING I MasterCard I PayPal I Rabobank I US Bank
FMCG / CPGAB InBev I Avon I Beiersdorf I Campbell Foods I Carlsberg I Chiquita I Coca-Cola I Danone/Dannon I Diageo I Ferrero I Givaudan I Heineken I Heinz I Kellogg’s I Kraft I McDonald’s I Nestlé I PepsiCo I Reckitt Benckiser I Sara Lee I Unilever
(international) clientsA snapchat of our
Technology & ServicesAirFrance KLM I AT&T I eBay Classified Group I IKEA I Panasonic | Philips | Skype | SkyTeam | The Phone House I TomTom I TUI | UPC | Vodafone Group Services
We allow participants to ENGAGE with us
anytime, anywhere (online, mobile,
asynchronous methods…). We make it fun
for them to give more & better answers
(gamification, audio-visual cues, design…).
We empower them to be co-researchers
(crowd interpretation, co-moderation…).
OnlineGroupDiscussions
Consumer-ledEthnography
Research Communities
Social MediaListening & Netnography
1on1OnlineInterviews
DigitalSurveysEngage
METHODSFull portfolio digital
We want tobring our clients
to the future first
the most effective
consultants for any company
Consumers are
Consumer Consultant
1.2.3.
Knowledge
Internal
ExternalLEVERAGE
LEVERAGE
LEVERAGE
Knowledge LeverageWe engage consumers to think harder and better. We activate them to structurally collaborate with us and our clients to co-create the future of brands.
1.
2.Internal LeverageWe drive ultimate consumer centricity by engaging employees and other stakeholders around the consumer. By bringing consumers inside organizations, we change people’s hearts, minds and actions and create internal alignment.
3.External LeverageBy turning research into a unique consumer experience, we create a meaningful impact on your brand. Through deep engagement and collaboration with consumers, we drive positive brand conversations and ultimately growth.
1212
The art of researchHow we increased the value of the Diesel Pinterest page
From marketing to people
to marketing through people
How to increase the value of the
Diesel Pinterest page?
That’s easy!
#3 Conversion
That’s easy!
Challenge accepted
A hybrid methodology
Social media listening
Social media netnography
Quantitative survey
A hybrid methodology
Automated visual analysis
Qualitative visual analysis
Visual based tasks
Social media listening
• Behavioural measures
• # followers• #pin & repins• # likes• # comments• Top content
Home maker
Social media netnography
• Clustering Pinterest content into online persona’s
• Applying principles of visual ethnography
Activation mapping
• Quantitative survey• n = 1222• Current followers of Diesel
Page, Pinterest users & Online target
• Profiling on socio demo’s, lifestyle and passion points
• Activation profile• Identification with the Pinterest
persona’s
%
Knowledge leverage
The value of the current Pinterest page
Huge fans...
But no advocates on Pinterest
3277
5657followers
7125
Knowledge leverage
What makes them tick
Luxury brands
Impress people
Show my style
Fun in life
No status quo
Excitement
Trendy products
Branded
The current followers
HIGH STREET
MODEL MAINSTREAM
Internal leverage
From insight to action
A research art exhibition
MODEL MAINSTREAM
Exteral leverage
Did we have an impact?
25
71% knowledge
65% identification
67% store visit
69% website59% buying
Changing the heart, minds & actions
Creating brand enthusiasts
51% Through our research
+41%
+44%
55% wom
Moving from reach
To relevance
www.insites-consulting.comNew York I Timisoara I Ghent I Rotterdam I London
Evergemsesteenweg 195 I 9032 Ghent I Belgium
Thank you!
Sophie Van NeckSenior Research Manager
Sophie@insites-consulting.com
@sophievanneck
be.linkedin.com/in/sophievanneck
+32 472 41 86 40
Meet us in one of our 5 offices
Connect on LinkedIn
Become friends on Facebook
Download free content on Slideshare
Read corporate InSites Consulting blog
Read ‘Conversation Management’ blog
Read ‘How Cool Brands Stay Hot’ blog
Join our ‘Smartees’ events
www.insites-consulting.com
Stay tuned!
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