Communities Smartees 2011 (by Tom De Ruyck, Steven Van Belleghem & Thomas Troch)

Welcome to our Communities Smartees

Stop the Paradox by Steven Van Belleghem @Steven_InSites Stop the Paradox Steven Van Belleghem - @Steven_InSites #CM48

@Steven_InSites #cm48 Word-of-Mouth is growth driver Word-of-Mouth just happens

@Steven_InSites #cm48 Word-of-Mouth is growth driver 73% Word-of-Mouth just happens 80%

@Steven_InSites #cm48

@Steven_InSites #cm48 Client happiness is important Client service is too expensive

% never replies to questions: 11% through customer service 24% on branded social media 28% on social media @Steven_InSites #cm48

@Steven_InSites #cm48 Every client is important If only 500 clients are unhappy, well…

@Steven_InSites #cm48 40% negative 7% negative

@Steven_InSites #cm48 40% negative 7% negative The paradox? @Steven_InSites #cm48

@Steven_InSites #cm48 40% negative 7% negative We say we care, but we don’t @Steven_InSites #cm48

@Steven_InSites #cm48 40% negative 7% negative 2 simple questions: @Steven_InSites #cm48

@Steven_InSites #cm48 How important are happy clients? @Steven_InSites #cm48

@Steven_InSites #cm48 Are you serious about it? @Steven_InSites #cm48

@Steven_InSites #cm48 40% negative 7% negative 3 attitudes: @Steven_InSites #cm48

16% 77% 7% @Steven_InSites #cm48

@Steven_InSites #cm48 How important are happy clients? @Steven_InSites #cm48 Very important! Very open & positive intentions!

@Steven_InSites #cm48 Are you serious about it? @Steven_InSites #cm48 NO!

40% negative 7% negative Only 1 option…

Happy clients Positive WOM Growth @Steven_InSites #cm48

Product development CO-CREATION Touchpoints experience Conversations on & offline Listening WOM strategy & policy

WOM strategy @Steven_InSites #cm48

Not an island

Create context for success

A policy that works

32%: policy in place

42%: no interest

New KPIs

New KPIs: 38%

Sentiment: neg - pos Reach: L - H @Steven_InSites #cm48

As a manager As a brand As a peer

2010 64% consider keeping track of what consumers are saying a priority

2010 20% Is tracking consumer conversations

Specific team listens Whole company listens @Steven_InSites #cm48

Specific team listens Whole company listens 80% 20% @Steven_InSites #cm48

We are ALL listening

20% has a community

20% has a community Higher growth

Co-Creation

40% of companies is NOT present on social media

20% of companies has a Twitter account

Offline WOM @Steven_InSites #cm48

50% not interested @Steven_InSites #cm48

Online Word-of-Mouth (fora, blogs, social media) Offline Word-of-Mouth (at work, at home, sport club, …) Impact on Sales happens mainly OFFLINE @Steven_InSites #cm48

Stop the Paradox by Steven Van Belleghem @Steven_InSites Stop the Paradox @Steven_InSites #cm48 #CM48

Product development CO-CREATION Touchpoints experience Conversations on & offline Listening WOM strategy & policy

Product development CO-CREATION Touchpoints experience Conversations on & offline R&D Operations Board, HR Legal, IT Marketing Sales, Communication &IT Listening WOM strategy & policy

Conversation Manager Strategic level Coördinates WOM implementation Facilitate WOM in all departments KPI setting & follow up @Steven_InSites #cm48

Not an island

Product development CO-CREATION Touchpoints experience Conversations on & offline Conv Mgr Conv Mgr Conv Mgr Listening WOM strategy & policy

Conversation Manager Strategic level Coördinates WOM implementation Facilitate WOM in all departments KPI setting & follow up HR mkt sales R&D legal Com Listening Serv @Steven_InSites #cm48 Co-create Join fans

Stop the Paradox by Steven Van Belleghem @Steven_InSites Final idea… @Steven_InSites #cm48 #CM48

Chief Consumer Officer

Thank you! Download book from app store #iPad First interactive mgmbook! Good luck! Questions, feedback, remarks: [email_address] Follow me: @Steven_InSites Join me on LinkedIn www.theconversationmanager.com @Steven_InSites “ This is the new conventional wisdom. Use it or lose!” Seth Godin author Purple cow #CM48

Time for a coffee break

Always-on research? Yes, we can! Tom De Ruyck, Head of Research Communities, InSites Consulting @tomderuyck @mr_communities #mroc

It is time to re-invent marketing (research). Because power has shifted to the consumer.

Power has shifted to the consumer. Get used to it and understand how to lead instead of how to control.

We are different from our target audience! CONSUMER TWIN SCORE Q : When you compare yourself to the consumers in your target group, to what extent do you see an overlap or a difference between both?

One way to get connected is to get marketers in the living room of the consumer.

An alternative way is to get consumers in the ‘boardroom’ of your organisation.

Consumers as FRIENDS Getting close to consumers Immersing in their daily lives Understanding their reality

Consumers as ADVOCATES Making consumers identify with your brand Generating content for them worth sharing Activating them to grow and defend your brand

Consumers as COLLEAGUES Supporting decision-making Inspiring you with their new ideas Reviewing your marketing strategy & plans

Consumers as EVALUATORS Providing you with valuable feedback Helping you improve performance & experience Benchmarking you with competitors

FMCG I Unilever FMCG I Kraft FMCG I Danone FMCG I Heinz Media I MSN Media I VMMa Financial services I ING Telco & technology I Vodafone Communities at the core of new generation research. Always-on research with consumers acting as part-time marketers.

Is this really possible? Always-on research when +20 min surveys are not done!

Key learnings. What makes research communities work?

WHO? WHAT? HOW? 24/7 3 key questions to tackle.

You Brand WHO? What is connecting community members? Importance of brand and/or topic involvement.

150 WHO? Dunbar’s number: 150 members is the maximum number enabling social interactions on a community.

Never underestimate the power of n=1 WHO? Creating in-depth relationships with few rather than superficial relationships with many.

WHAT? Make sure to make it an experience. Theme park for long-term communities, fair time for short-term communities.

The story Equilibrium The methods The results WHAT? Creating an experience is hard work. Creating the right mix.

HOW? Commitment from community members. Meet & greet, taking them on a guided tour, giving back.

HOW? Empower them. Let them have their say. Enable them to share enriched content & social content.

HOW? Entertain them. Try to make it more fun for them: projective/creative techniques, video, ...

HOW? Let them play. Gamify your research and be amazed by the boost in reactions!

We love to play Gamification lesson #1

Levels? Badges? Status? Seriously? Do they matter?

Yes, Seriously! To these guys, they matter .

Goal-setting device Where to go Instructions What is possible Reputation Who you are Status & Affirmation What you did Group identification Who is like you

Everything can be gamefied Gamification lesson #2

Badges are earned

Badges are status “ When I got my expert badge I bragged to my kids and said 'there see I told you I was an expert' lol its not often we get called such things so why shouldn't we be pleased with ourselves”

Leaders on stage

Teams battle

Teams = common goal “ We are lagging behind! I am sure with a gobby lass like me we can head back to the top!!! “ Wow first place thats great and I would say a very big thank you to The Duchess and Hettie who have placed some great posts.

We like to be challenged Gamification lesson #3

Unleash their creativity

What happens on a psychological and physical level when 25 heavy fruit/smoothies eaters don’t consume their regular amount of fruit/smoothies?
What happens on psychological and physical level with 25 participants who don’t often eat fruit/smoothies, when they start eating more?
DEPRIVATION ACTIVATION The journey to the other side

They become co-researchers

HOW? Commitment from the moderator. Instead of the X-factor, we talk about the C-factor.

HOW? Commitment from the company. Buy-in, engagement, input.

HOW? Go beyond the 30 min debrief. Don’t present engage, inspire & let them act!

HOW? Brainstorm and work together! And move from results to actions...

Create engaging experiences that inspire and are worth sharing

We believe ... in connected research Everything we do is aimed at enhancing intimacy between you, your market and us. Yes we will ! Yes we can! @tomderuyck

What will yóu do differently? @tomderuyck

Let’s start the conversation over some bites & drinks

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Communities Smartees 2011 (by Tom De Ruyck, Steven Van Belleghem & Thomas Troch)

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Communities Smartees 2011 (by Tom De Ruyck, Steven Van Belleghem & Thomas Troch) Presentation Transcript