consumers as consultants smartees workshop
DESCRIPTION
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.TRANSCRIPT
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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.
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COMPANY
TOWARDS THE
consumer-activated
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Content
Welcome
Chief Consumer Officer
Workshop Session
Gumtree Case Study
Q&A
@MCDONALDSIMON
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Who are we?
#1
@MCDONALDSIMON
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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
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Some of our UK customers
UK 2014@MCDONALDSIMON
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What’s our vision?
#2
@MCDONALDSIMON
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CONSUMER
ACTIVATEDCONSUMER
CENTRICCONSUMER
ORIENTED
COMPANY
ORIENTED
Where are you?
@MCDONALDSIMON
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TWO-WAYONE-WAY
ALWAYS ONAD HOC
INTEGRATEDSILO
CONNECTEDDISCONNECTED
CONSUMER-
CENTRIC
CONSUMER-
ACTIVATED
@MCDONALDSIMON
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@MCDONALDSIMON
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@MCDONALDSIMON
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Content
Welcome
Chief Consumer Officer
Workshop Session
Gumtree Case Study
Q&A
@MCDONALDSIMON
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Massive change
@TOMDERUYCK
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Many possible futures
@TOMDERUYCK
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Structural Collaboration
with consumers
@TOMDERUYCK
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‘For impact, speed is at least
as important as the weight you
can put behind it’
Stan Knoops – Unilever R&D
@TOMDERUYCK
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@TOMDERUYCK
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notFaking it
@TOMDERUYCK
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notDoing everything
consumers ask
@TOMDERUYCK
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notHaving no strategy
@TOMDERUYCK
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We need to make Consumers an
integral part of everything we do!
Mariken Kimmels – H.J. Heinz
@TOMDERUYCK
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Challenge accepted?
@TOMDERUYCK
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@TOMDERUYCK
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#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
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Consumer
collaboration
initiatives
#1
@TOMDERUYCK
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Reactive & proactive
#1
@TOMDERUYCK
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Discovering new
opportunities
#1
@TOMDERUYCK
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Bringing down the silos
#1
@TOMDERUYCK
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Even the CFO will be happy!
#1
@TOMDERUYCK
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Keeping
onGOing
GOing
#1
@TOMDERUYCK
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#1
@TOMDERUYCK
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Avoid a Collaboration Hangover! #1
@TOMDERUYCK
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Ambassador Team
#1
@TOMDERUYCK
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#2Activation of
internal stakeholders
to take relevant
action
@TOMDERUYCK
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#2
@TOMDERUYCK
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#2
@TOMDERUYCK
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Inspiring and
empowering
employees at
all levels
#3
@TOMDERUYCK
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What if…?
#3
@TOMDERUYCK
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Hig
h
Lo
w
Direct Indirect
Level in
the o
rganiz
ation
Relationship with consumers
#3
@TOMDERUYCK
Executives Management
Frontline Staff
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#3
@TOMDERUYCK
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Leverage of
results & culture
externally
#4
@TOMDERUYCK
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#4
@TOMDERUYCK
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Impact
measurement
#5
@TOMDERUYCK
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Culture
#5
@TOMDERUYCK
Performance
Communication
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@TOMDERUYCK
CHIEF
CONSUMER
OFFICER
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Consumer Coach
People Engager
Ecosystem Builder
Action Hero
@TOMDERUYCK
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Ready for a transformation?
linkedin.com/in/tomderuyck
@tomderuyck
Tom De Ruyck Managing Partner
& Head of Consumer Consulting Boards
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Content
Welcome
Chief Consumer Officer
Workshop Session
Gumtree Case Study
Q&A
@MCDONALDSIMON
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HANNAH WILSONCHRISTOPHE VERGULT
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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
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“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.”
HANNAH WILSONCHRISTOPHE VERGULT
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HANNAH WILSONCHRISTOPHE VERGULT
Technology enables
a human, emotional
trade experience
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Agility to become future proof
HANNAH WILSONCHRISTOPHE VERGULT
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HANNAH WILSONCHRISTOPHE VERGULT
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HANNAH WILSONCHRISTOPHE VERGULT
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Make Gumtree
more consumer
relevant
#1
HANNAH WILSONCHRISTOPHE VERGULT
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“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.”
HANNAH WILSONCHRISTOPHE VERGULT
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HANNAH WILSONCHRISTOPHE VERGULT
We involved a variety of
internal stakeholders
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HANNAH WILSONCHRISTOPHE VERGULT
BRAND POWER
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HANNAH WILSONCHRISTOPHE VERGULT
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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.
HANNAH WILSONCHRISTOPHE VERGULT
Our approach to maximize output
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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
HANNAH WILSONCHRISTOPHE VERGULT
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HANNAH WILSONCHRISTOPHE VERGULT
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HANNAH WILSONCHRISTOPHE VERGULT
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HANNAH WILSONCHRISTOPHE VERGULT
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HANNAH WILSONCHRISTOPHE VERGULT
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Take the
Gumtree team
on board
#2
HANNAH WILSONCHRISTOPHE VERGULT
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“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.”
HANNAH WILSONCHRISTOPHE VERGULT
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HANNAH WILSONCHRISTOPHE VERGULT
Determine the purpose & identify stakeholder needs
Install a steering committee
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Deep dive activities
48 hour activities
Bottom-up activities
(Spontaneous
community
discussions in
‘lounge’)
Adapted to the business rhythm
Time
Inte
ns
ity
HANNAH WILSONCHRISTOPHE VERGULT
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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
HANNAH WILSONCHRISTOPHE VERGULT
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Spreading
brand
enthusiasm
#3
HANNAH WILSONCHRISTOPHE VERGULT
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“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.”
HANNAH WILSONCHRISTOPHE VERGULT
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HANNAH WILSONCHRISTOPHE VERGULT
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HANNAH WILSONCHRISTOPHE VERGULT
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
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HANNAH WILSONCHRISTOPHE VERGULT
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HANNAH WILSONCHRISTOPHE VERGULT
How a closed community
can help you to activate your
Crowdsourcing
wider, natural community
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Take-aways
from 6 months user
collaboration
HANNAH WILSONCHRISTOPHE VERGULT
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HANNAH WILSONCHRISTOPHE VERGULT
Step by step – First milestone
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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
HANNAH WILSONCHRISTOPHE VERGULT
before behaviour becomes a habit…
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HANNAH WILSONCHRISTOPHE VERGULT
We have to be daring
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Structural collaboration
Is hard work
HANNAH WILSONCHRISTOPHE VERGULT
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HANNAH WILSONCHRISTOPHE VERGULT
BRAND POWER
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HANNAH WILSONCHRISTOPHE VERGULT
Thank You!
Christophe Vergult, Managing Partner
Hannah Wilson, Head of Marketing
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Content
Welcome
Chief Consumer Officer
Workshop Session
Gumtree Case Study
Q&A
@TOMDERUYCK
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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
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COMPANY
TOWARDS THE
consumer-activated