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Vlerick Conversation management platform - How we increased the value of the Diesel Pinterest page


  • 1.www.insites-consulting.com How we increased the value of the Diesel Pinterest page The art of research October 2013 Sophie Van Neck | Senior Research Manager | InSites Consulting M +32 472 418 640 | T +32 9 269 15 39 | E sophie@insites.eu

2. 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 3. Life Sciences & Healthcare AstraZeneca 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 & Entertainment BBC 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 Services ABN AMRO I BNP Paribas Fortis I ING I MasterCard I PayPal I Rabobank I US Bank FMCG / CPG AB 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 Kelloggs I Kraft I McDonalds I Nestl I PepsiCo I Reckitt Benckiser I Sara Lee I Unilever (international) clients Technology & Services AirFrance 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 4. 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). Online Group Discussions Consumer-led Ethnography Research Communities Social Media Listening & Netnography 1on1 Online Interviews Digital Surveys Engage METHODS 5. We want to bring our clients to the future first 6. the most effective consultants for any company Consumers are 7. Consumer Consultant 1. 2. 3. Knowledge Internal External LEVERAGE LEVERAGE LEVERAGE 8. Knowledge Leverage We 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. 9. 2. Internal Leverage We drive ultimate consumer centricity by engaging employees and other stakeholders around the consumer. By bringing consumers inside organizations, we change peoples hearts, minds and actions and create internal alignment. 10. 3. External Leverage By 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. 11. 12 12 The art of research How we increased the value of the Diesel Pinterest page 12. From marketing to people to marketing through people 13. How to increase the value of the Diesel Pinterest page? 14. Thats easy! 15. # 1 Brand Identification 16. #2 Brand advocacy 17. #3 Conversion 18. Thats easy! 19. Challenge accepted A hybrid methodology 20. Social media listening Social media netnography Quantitative survey A hybrid methodology Automated visual analysis Qualitative visual analysis Visual based tasks 21. Social media listening Behavioural measures # followers #pin & repins # likes # comments Top content 22. Home maker Social media netnography Clustering Pinterest content into online personas Applying principles of visual ethnography 23. Activation mapping Quantitative survey n = 1222 Current followers of Diesel Page, Pinterest users & Online target Profiling on socio demos, lifestyle and passion points Activation profile Identification with the Pinterest personas % 24. Knowledge leverage The value of the current Pinterest page 25. Huge fans... 26. But no advocates on Pinterest 3277 5657 followers 7125 27. Knowledge leverage What makes them tick 28. Luxury brands Impress people Show my style Fun in life No status quo Excitement Trendy products Branded The current followers 29. HIGH STREET 30. MODEL MAINSTREAM 31. Internal leverage From insight to action 32. A research art exhibition 33. MODEL MAINSTREAM 34. Exteral leverage Did we have an impact? 35. 25 36. 71% knowledge 65% identification 67% store visit 69% website 59% buying Changing the heart, minds & actions 37. Creating brand enthusiasts 51% Through our research 38. +41% +44% 55% wom 39. Moving from reach To relevance 40. www.insites-consulting.com New York I Timisoara I Ghent I Rotterdam I London Evergemsesteenweg 195 I 9032 Ghent I Belgium Thank you! Sophie Van Neck Senior Research Manager Sophie@insites-consulting.com @sophievanneck be.linkedin.com/in/sophievanneck +32 472 41 86 40 41. 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!