Always-on research at Febelmar workshop

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Always-on research workshop, presented by Thomas Troch & Tom De Ruyck at Febelmar workshop in Brussels on October 1, 2013.

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Always-on research at Febelmar workshop

  1. 1. Always-on research: Managing online communities Training Thomas Troch, Research Innovation Manager E thomas@insites-consulting.com Tom De Ruyck, Head of Consumer Consulting Boards E tom@insites-consulting.com By
  2. 2. Contents INTRODUCTION THE CONSUMER CONSULTING BOARD HOW TO GET STARTED? DESIGN YOUR COMMUNITY LEVERAGE YOUR COMMUNITY Q&A Lunch 10:00 10:30 11:30 13:30 12:30 15:30 16:30
  3. 3. WIKI WALL MROCs
  4. 4. Contents INTRODUCTION THE CONSUMER CONSULTING BOARD HOW TO GET STARTED? DESIGN YOUR COMMUNITY LEVERAGE YOUR COMMUNITY Q&A Lunch 10:00 10:30 11:30 13:30 12:30 15:30 16:30
  5. 5. Contents INTRODUCTION THE CONSUMER CONSULTING BOARD HOW TO GET STARTED? DESIGN YOUR COMMUNITY LEVERAGE YOUR COMMUNITY Q&A Lunch 10:00 10:30 11:30 13:30 12:30 15:30 16:30
  6. 6. #1: Collaboration and co-creation are trends; in 3 years, these will blow over. Statement:
  7. 7. Structural collaboration & business objectives How to use MROCs to meet business objectives? 1
  8. 8. Usage of structural collaboration with consumers In which phases would you use collaboration with consumers to meet business objectives? 1 ? ? ? ?
  9. 9. Usage of structural collaboration with consumers In which phases would you use collaboration with consumers to meet business objectives? 1
  10. 10. #2: Collaboration is more important for the company than for the consumer Statement:
  11. 11. Outline Research objective & approach Meet the UK mums Moments & Needs: A week in the life of a UK mum Opportunities MROCs Challenges & Opportunities What are the challenges and opportunities to sell this internally and externally Opportunities (Drivers, advantages.) Company (impact on the company) Consumer (impact on consumers) Challenges (fears, barriers, disadvantages.) 2 ? ? ? ?
  12. 12. Outline Research objective & approach Meet the UK mums Moments & Needs: A week in the life of a UK mum Opportunities Structural collaboration with consumers What are the challenges and opportunities to collaborate & co-create with consumers? Opportunities (Drivers, advantages.) Company (impact on the company) Consumer (impact on consumers) Challenges (fears, barriers, disadvantages.) 2 Kill own ideas Are we open-minded? Loads of unstructured info Unsure results Resistance for new initiatives Heavy workload Good ideas, not executed No ‘salary’ for ideas Other ways to get famous with my ideas Positive WOM Brand positive efforts Cost-efficient Consumer relevant ideas Helping others Recognition from the company Skill development Information seeking Fun Personal need Unsolicited feedback
  13. 13. Outline Research objective & approach Meet the UK mums Moments & Needs: A week in the life of a UK mum Opportunities Structural collaboration with consumers What are the challenges and opportunities to collaborate & co-create with consumers? Opportunities (Drivers, advantages.) Company (impact on the company) Consumer (impact on consumers) Challenges (fears, barriers, disadvantages.) 2 Kill own ideas Are we open-minded? Loads of unstructured info Unsure results Resistance for new initiatives Heavy workload Good ideas, not executed No ‘salary’ for ideas Other ways to get famous with my ideas Gather ideas from all stakeholders & position it well Start with a pilot that is adapted to the culture Visualize the data in KIS & FUN way Reporting models formulated in advance Share results & ROI examples of MROCs Balance tasks & exercises Manage expectations from the start Giving recognition& status (e.g. PR mentions) Making things better together is more important than individual prestige
  14. 14. Insighting Developing Optimizing Implementing Business Objectives
  15. 15. Contents INTRODUCTION THE CONSUMER CONSULTING BOARD HOW TO GET STARTED? DESIGN YOUR COMMUNITY LEVERAGE YOUR COMMUNITY Q&A Lunch 10:00 10:30 11:30 13:30 12:30 15:30 16:30
  16. 16. Contents INTRODUCTION THE CONSUMER CONSULTING BOARD HOW TO GET STARTED? DESIGN YOUR COMMUNITY LEVERAGE YOUR COMMUNITY Q&A Lunch 10:00 10:30 11:30 13:30 12:30 15:30 16:30
  17. 17. Inspired by trendy clubgoers
  18. 18. A matching way of reporting
  19. 19. ... for maximal impact
  20. 20. Queuing in front of the club is always so boring! It should be possible to already have a first glimpse of the vibes, it will make it worth waiting and build up my excitement.
  21. 21. The origami element at the entrance links the outside to the inside of the club and hints at the interior design.
  22. 22. It is so frustrating not to be noticed by the bartender! I’m clearly trying to get his attention, however others are being served before me.
  23. 23. The bar is interactive and allows you to order a beer, it even keeps track of who is next in line.
  24. 24. I’m at the bar for different reasons; sometimes just to quickly get a drink, but I may also be catching up with my friends or having a chat with an interesting stranger.
  25. 25. The interactive bar surface entertains and connects people in playful ways.
  26. 26. #3: The role of the research community manager: DJ, bartender or bouncer Statement:
  27. 27. Design the community How will your community be setup? 3 1/ Who 3/ Questions & tasks 2/ What 3/ What are your questions & tasks for the consumers? • .. • .. 2/ What’s the main goal of your community? • .. • .. 1/ Who will you select (profile, number)? • .. • ..
  28. 28. 1/ Who 3/ Questions & tasks 2/ What Design the community How will your community be setup? 3 CASE HEINEKEN 3/ For example: • Trend watching: What’s the biggest difference between clubbing in 2012 and in 2020? • Club journey: Create a visual presentation of an evening clubbing, from start to end. Be a mystery clubber: Make photo’s of your clubbing adventure and take pictures of cool stuff and things you find boring. • Nightlife experience: Imagine your perfect night-out….how will it look like? Who is there? Where are you? What are you doing? 2/ Explore the needs, perceptions, experiences and motivations related to clubbing in trendy cities. The output will form the inspiration to the designers of the club of the future. 1/ Passionate clubbers, living in trendy cities, design- savvy, like to voice their opinions, 80 in total
  29. 29. What the ingredients are… Engagement Themes Gamification Context Methods CCB Day Conversation Guide Writing Funnel approach for themes Explore, review, co-create
  30. 30. What the ingredients are… Engagement Themes Gamification Context Methods CCB Day Conversation Guide Writing Sharing tips & tricks To boost learning Show the impact on brand Reward with incentives & give recognition
  31. 31. What the ingredients are… Engagement Themes Gamification Context Methods CCB Day Conversation Guide Writing Co-researchers
  32. 32. What the ingredients are… Engagement Themes Gamification Context Methods CCB Day Conversation Guide Writing
  33. 33. What the ingredients are… Engagement Themes Gamification Context Methods CCB Day Conversation Guide Writing
  34. 34. Engagement Impact Incentives Fun Themes Week 1 Week 2 Week 3 Let’s cook! The framework shows all ingredients of the CCB recipe today. It’s up to the chef to create a delicious meal.... Rooms Gamification Think Harder Think Different Co-researchers CCB Day Conversation Guide Writing
  35. 35. Engagement Themes The ………………………….. Consumer Consulting Board Gamification Context Methods
  36. 36. CHOOSING YOUR Pilot Project
  37. 37. Conversations from external stakeholders Conversationsfrominternalstakeholders Proud company Conversation company Boring company Adored company Communication is key!
  38. 38. #4: Collaboration is not about the outcome. The process is more valuable. Statement:
  39. 39. Contents INTRODUCTION THE CONSUMER CONSULTING BOARD HOW TO GET STARTED? DESIGN YOUR COMMUNITY LEVERAGE YOUR COMMUNITY Q&A Lunch 10:00 10:30 11:30 13:30 12:30 15:30 16:30
  40. 40. Internal
  41. 41. Internal
  42. 42. Internal
  43. 43. Internal
  44. 44. External
  45. 45. How to make MROC results impactful: internal & external How can your community results be used internal and external to create most impact? 4 ? ? ? ? How Withinthe company Outsidethe company Who
  46. 46. How to make MROC results impactful: internal & external How can your community results be used internal and external to create most impact? 4 How Withinthe company Outsidethe company Who Adversaries Brand fans & users General & niche/trade press PR Conversation management Consumers Consumer news (online & offline) Brand Management Workshops & reports Playing games about consumers Board R&D & Research All employees Video’s & info graphics New & social media
  47. 47. It’s an EVOLUTION, not a REVOLUTION!
  48. 48. Sharing IS caring
  49. 49. Contents INTRODUCTION THE CONSUMER CONSULTING BOARD HOW TO GET STARTED? DESIGN YOUR COMMUNITY LEVERAGE YOUR COMMUNITY Q&A Lunch 10:00 10:30 11:30 13:30 12:30 15:30 16:30
  50. 50. Tom De Ruyck Head of Consumer Consulting Boards InSites Consulting Thomas Troch Research Innovation Manager InSites Consulting thomas@insites-consulting.com @thomastroch be.linkedin.com/in/thomastroch +32 494 867 081+32 497 885 882 tom@insites-consulting.com @tomderuyck be.linkedin.com/in/tomderuyck

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