annellies verhaeghe main stage - 2013

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22

The art of researchHow we increased the value of the Diesel Pinterest page

By Annelies Verhaeghe, Head of research Innovation, InSites Consulting

Annelies Verhaeghe, InSites Consulting, Belgium

Festival of NewMR 2013 - Main Stage

From marketing to people

to marketing through people



How to increase the value of the

Diesel Pinterest page?



That’s easy!



# 1 Brand Identification



http://www.google.be/url?sa=i&rct=j&q=brand+love&source=images&cd=&cad=rja&docid=v5U8qBY4DEKYRM&tbnid=MDXQ-YKR3jm9ZM:&ved=0CAUQjRw&url=http://khlim2-1112-evenement-01.sycro.com/love-brand-event&ei=0sjEUa_eD8bG0QXC5oGAAg&bvm=bv.48293060,d.ZG4&psig=AFQjCNG9OIWHbNZ1cwtNYqWskHP5lcy4QQ&ust=1371937350894894

http://www.google.be/url?sa=i&rct=j&q=brand+love&source=images&cd=&cad=rja&docid=v5U8qBY4DEKYRM&tbnid=MDXQ-YKR3jm9ZM:&ved=0CAUQjRw&url=http://khlim2-1112-evenement-01.sycro.com/love-brand-event&ei=0sjEUa_eD8bG0QXC5oGAAg&bvm=bv.48293060,d.ZG4&psig=AFQjCNG9OIWHbNZ1cwtNYqWskHP5lcy4QQ&ust=1371937350894894

#2 Brand advocacy



http://www.google.be/url?sa=i&rct=j&q=brand+advocate&source=images&cd=&cad=rja&docid=rNyX-ZzGhRwj_M&tbnid=3C1MaqIbjEy_EM:&ved=0CAUQjRw&url=http://jimmarous.blogspot.com/2011/05/brand-advocates-should-be-cultivated.html&ei=PcnEUcTsHYKd0AWWqoH4Ag&psig=AFQjCNFZRW6HvlAvtlb3HM4s2xgl6TIRqg&ust=1371937452924280

http://www.google.be/url?sa=i&rct=j&q=brand+advocate&source=images&cd=&cad=rja&docid=rNyX-ZzGhRwj_M&tbnid=3C1MaqIbjEy_EM:&ved=0CAUQjRw&url=http://jimmarous.blogspot.com/2011/05/brand-advocates-should-be-cultivated.html&ei=PcnEUcTsHYKd0AWWqoH4Ag&psig=AFQjCNFZRW6HvlAvtlb3HM4s2xgl6TIRqg&ust=1371937452924280

#3 Conversion



That’s easy!



Challenge accepted

A hybrid methodology



Social media

listening

• Behavioural

measures

• # followers

• #pin & repins

• # likes

• # comments

• Top content



http://www.google.com/url?sa=i&rct=j&q=pinterest&source=images&cd=&cad=rja&docid=HRvS3L_AgNTx0M&tbnid=KQNrHLnCIi7Y8M:&ved=0CAUQjRw&url=http://problog.weddingwire.com/index.php/tag/pinterest/&ei=LD9cUfraK5SB7QaejoDIBg&bvm=bv.44697112,d.ZG4&psig=AFQjCNEuwiKCQapns4cnr1WOgkiVA5C7TA&ust=1365086378089981


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



http://www.google.be/url?sa=i&rct=j&q=like+icon+heart&source=images&cd=&cad=rja&docid=INZGEf6KJSm8ZM&tbnid=Vka4X2D3xIZLaM:&ved=0CAUQjRw&url=http://www.excalibur-nw.com/forum/topic/18693-glossy-heart-icon/&ei=ayVdUZjkOobJhAeQpIGoCA&bvm=bv.44770516,d.ZG4&psig=AFQjCNF-kkwX-4I3R58YzqF51bVqon-tUQ&ust=1365145317718492


http://www.google.be/url?sa=i&rct=j&q=pinning+icon&source=images&cd=&cad=rja&docid=3hSiE_Rw3JVV4M&tbnid=8cFw9xASORupPM:&ved=0CAUQjRw&url=http://afmarcom.com/2012/03/04/pinterest-and-copyright-explained-in-plain-talk-part-one-the-difference-between-pinning-and-uploading/&ei=5yRdUbzfLcHIhAeJ4oHAAg&bvm=bv.44770516,d.ZG4&psig=AFQjCNGG4DWilTRNZTR6zz7AGlh2WVQyLQ&ust=1365145181434057


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



MODEL MAINSTREAM



Exteral leverage

Did we have an impact?



25Annelies Verhaeghe, InSites Consulting, Belgium


71% knowledge

65% identification

67% store visit

69% website59% buying

Changing the heart, minds & actions



http://www.google.com/url?sa=i&rct=j&q=person+shadow+computer&source=images&cd=&cad=rja&docid=oIKW1Q-GgYO5UM&tbnid=lBNnLQtSLBvVdM:&ved=0CAUQjRw&url=http://us.ebid.net/for-sale/10-x-girl-lady-woman-laptop-computer-silhouette-die-cuts-quality-black-card-80661542.htm&ei=ey5dUfqzKKaM7QasyoGYBA&bvm=bv.44770516,d.ZG4&psig=AFQjCNE5V6O6gBOsl5gbb5TKeRukMiBhUA&ust=1365147563362093

http://www.google.com/url?sa=i&rct=j&q=person+shadow+computer&source=images&cd=&cad=rja&docid=oIKW1Q-GgYO5UM&tbnid=lBNnLQtSLBvVdM:&ved=0CAUQjRw&url=http://us.ebid.net/for-sale/10-x-girl-lady-woman-laptop-computer-silhouette-die-cuts-quality-black-card-80661542.htm&ei=ey5dUfqzKKaM7QasyoGYBA&bvm=bv.44770516,d.ZG4&psig=AFQjCNE5V6O6gBOsl5gbb5TKeRukMiBhUA&ust=1365147563362093



http://www.google.com/url?sa=i&rct=j&q=brain+icon&source=images&cd=&cad=rja&docid=F4T5E7Bfa1I0mM&tbnid=X6TKilcGSJ-LtM:&ved=0CAUQjRw&url=http://www.123rf.com/photo_3124471_vector-brain-icon-black-and-white-simply-change.html&ei=jD5dUZLiNIqm0AXc74GIDA&bvm=bv.44770516,d.ZG4&psig=AFQjCNEvTR0J8TVhUwHW6tpnZ346T7YN5w&ust=1365151752926836

http://www.google.com/url?sa=i&rct=j&q=brain+icon&source=images&cd=&cad=rja&docid=F4T5E7Bfa1I0mM&tbnid=X6TKilcGSJ-LtM:&ved=0CAUQjRw&url=http://www.123rf.com/photo_3124471_vector-brain-icon-black-and-white-simply-change.html&ei=jD5dUZLiNIqm0AXc74GIDA&bvm=bv.44770516,d.ZG4&psig=AFQjCNEvTR0J8TVhUwHW6tpnZ346T7YN5w&ust=1365151752926836

Creating brand enthusiasts

51% Through our research



+41%

+44%

55% wom







Moving from reach

To relevanceAnnelies Verhaeghe, InSites Consulting, Belgium


Q & A

Annelies VerhaegheInSites Consulting

Ray PoynterVision Critical University

annellies verhaeghe main stage - 2013

Marketing