• Like

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Belgian Research Communities Smartees 2012

  • 725 views
Published

On Thursday 14 June 2012 InSites Consulting organised an afternoon on the latest developments in Research Communities at their head office in Ghent (BE). As we feel that in Belgium Research …

On Thursday 14 June 2012 InSites Consulting organised an afternoon on the latest developments in Research Communities at their head office in Ghent (BE). As we feel that in Belgium Research Communities are also the way of being in continuous interaction with consumers, today and in the future. During the Smartees we shared national cases of shoe retailer Brantano and advertising agency Famous.

Published in Business , Self Improvement
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
725
On SlideShare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
12
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Research Communities @InSites #MROCGhent (BE) - June 14, 2012
  • 2. Thanks for being here!Hakim Zemni, Managing Director InSites Consulting BelgiumI have a passion for media, politics, music & movies. hakim@insites-consulting.comI am happily married, a proud dad, a mediocresoccerplayer and a great facebookfriend  @hakimzemniI am often described as „an opinion on 2 legs‟I love my job because I‟m fascinated by the question be.linkedin.com/in/hakimzemni“why do people do what they do?”
  • 3. Let’s start a conversation…………………………………………………Last time I cried I was…………………………….…… ………………………………………………………….………………My mother used to always say……………………………………..I’ve never been as drunk as that time when ……..…………………………………… My partner hates it when I ………………..………………….…….……………………………….My biggest dream is to …..……………………………………………
  • 4. Consumers are probably themost effective / worst consultants my company can hire.
  • 5. A consumer consultingboard would definitely /never work for my company
  • 6. Sharing true consumerstories & experiences will benefit / hurt my company
  • 7. Statement 1 Consumers areprobably the most effective / worstconsultants my company can hire. Statement 2A consumer consulting board would definitely or never work for my company Statement 3 Sharing true consumer stories & experiences will benefit / hurt my company
  • 8. AgendaThe Conversation Companyby Sam Berteloot, Managing PartnerThe Consumer Consulting Boardby Tom De Ruyck, Head of Research CommunitiesClient cases:• Consumers as co-inspirers for advertisement creation (Famous) by Thomas Troch, Senior Research Innovator & Margriet Sergeant (Famous)• Understanding the female shoe shopper (Brantano) by Mieke Van Heddeghem, Research ManagerCo-creation and Structural Collaborationwith Consumers: a fish bowl discussionby Hakim Zemni, Managing Director Belgium
  • 9. Nice to meet you! Sam Berteloot, Managing Partner I am 35 years, living in Belgium (Flanders) with the love of my life and 3 wonderful children.sam@insites-consulting.com Partner of InSites Consulting, passionate@samberteloot about making consumers generate value for companies, specific focus on turning companies into Conversation Companies.http://be.linkedin.com/in/samberteloot
  • 10. Author: Prof. Steven Van Belleghem………………………………………….………..……………..……………………………………………..…….. @Steven_insites Steven@insites.eu………………………………………….………..……………..……………………………………………..……..
  • 11. ………………………………………….………..……………..………………………………………… This is a story about Word-of-Mouth………………………………………….………..……………..…………………………………………
  • 12. ………………………………………….………..……………..………………………………………… This is a story about Customer centricity………………………………………….………..……………..…………………………………………
  • 13. ………………………………………….………..……………..………………………………………… This is a story about Change………………………………………….………..……………..…………………………………………
  • 14. ………………………………………….………..……………..………………………………………… Conversation Company boosts your business through:………………………………………….………..……………..………………………………………… Social Media People Culture
  • 15. ………………………………………….………..……………..………………………………………… Company Culture is the Conversation Guide………………………………………….………..……………..…………………………………………
  • 16. ………………………………………….………..……………..………………………………………… Clear to employees = Clear to clients………………………………………….………..……………..…………………………………………
  • 17. ……………………………………………………….…Brand positioningis the long term effectof company culture……………………………………………………….…
  • 18. ……………………………………………………….…Employees build theimage of yourcompany……………………………………………………….…
  • 19. ……………………………………………………….…Company Culture isNOT about being FUN……………………………………………………….…
  • 20. ……………………………………………………….…These guys are prettyserious about itAnd they outperform the market.……………………………………………………….…
  • 21. ……………………………………………………….…These guys are prettyserious about itAnd they outperform the market.……………………………………………………….…
  • 22. ……………………………………………………….… Company Culture is about having a clear identity and staying loyal to it in everything you do.……………………………………………………….…
  • 23. ………………………………………….………..……………..………………………………………… Conversation Company boosts your business through:………………………………………….………..……………..………………………………………… Social Media People Culture
  • 24. ………..……………………...Everyemployee is apotentialambassador.………..……………………...
  • 25. ………..……………………...Everyclient is apotentialambassador.………..……………………...
  • 26. ………..……………………...Conversationsare the driver ofbusiness growth.………..……………………...
  • 27. Yo u h a v e l o a d s o f………………………………………….………..……………..………………………………………… Unused Conversation Potential !………………………………………….………..……………..…………………………………………
  • 28. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Customers………………………………………….………..……………..………………………………………… 28%
  • 29. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Employees………………………………………….………..……………..………………………………………… 40%
  • 30. …………………………………….In the Conversationage, PEOPLE arethe media…………………………………….
  • 31. Conversations from internal stakeholders Proud Conversation company company Boring Adored company company Conversations from external stakeholders
  • 32. Conversations from internal stakeholders Proud Conversation company company Boring Adored company company Customer experience Conversations from external stakeholders
  • 33. Conversations from internal stakeholders Proud Conversation company company Culture & news content Boring Adored company company Conversations from external stakeholders
  • 34. Conversations from internal stakeholders Proud Conversation company company Boring Adored company company Conversations from external stakeholders
  • 35. Conversations from internal stakeholders Proud Conversation company company Where is your company? Boring Adored company company Conversations from external stakeholders
  • 36. ………………………………………….………..……………..………………………………………… Towards a Conversation Company………………………………………….………..……………..………………………………………… The Conversation Company optimizes the conversation potential
  • 37. ………………………………………….………..……………..………………………………………… Conversation Company boosts your business through:………………………………………….………..……………..………………………………………… Social Media People Culture
  • 38. ………………………………………….………..……………..………………………………………… Social Media are NOT the goal………………………………………….………..……………..…………………………………………
  • 39. ………………………………………….………..……………..………………………………………… Social Media are the perfect partner of the Conversation Company………………………………………….………..……………..…………………………………………
  • 40. …………………………………………Until now, weonly used thefirst dimensionof their power…………………………………………
  • 41. …………………………………Firstdimension:people tobuild reach…………………………………
  • 42. …………………………………Seconddimension:Collaboration…………………………………
  • 43. Structural collaboration Low Low HighReach High
  • 44. Structural collaboration Low Low HighReach High
  • 45. High Consumer Broad, openStructural collaboration consulting Collaboration board Low High Conversations Customer Content Experience Low Reach
  • 46. ………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..………………………………………… Collaboration Content Employees Conversations Customers Customer Experience OPEN AUTHENTIC POSITIVE
  • 47. ………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..………………………………………… Collaboration Content Employees Conversations Customers Customer Experience Customer Experience is about what you DO, Not whay you SAY.
  • 48. …………………………………………..…CustomerExperienceThe science of managingexpectations.…………………………………………..…
  • 49. ………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..………………………………………… Employees Conversations Customers Conversation Management is about observing, facilitating & joining.
  • 50. ………………………………………..……..…Conversation………………………………………..……..…
  • 51. ………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..………………………………………… Content Employees Customers Content should be the start of a good conversation
  • 52. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Content………………………………………….………..……………..………………………………………… Content does NOT equal campaign
  • 53. ………………………………………….………..……………..………………………………………… Content………………………………………….………..……………..………………………………………… Specific update, project or campaign
  • 54. ………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..………………………………………… Collaboration Employees Customers Collaboration is an extreme form of customer centricity.
  • 55. AgendaThe Conversation Companyby Sam Berteloot, Managing PartnerThe Consumer Consulting Boardby Tom De Ruyck, Head of Research CommunitiesClient cases:• Consumers as co-inspirers for advertisement creation (Famous) by Thomas Troch, Senior Research Innovator & Margriet Sergeant (Famous)• Understanding the female shoe shopper (Brantano) by Mieke Van Heddeghem, Research ManagerCo-creation and Structural Collaborationwith Consumers: a fish bowl discussion www.insites-consulting.comby Hakim Zemni, Managing Director Belgium Ghent I Rotterdam I London I Timisoara I New York
  • 56. @tomderuyck
  • 57. @tomderuyck
  • 58. @tomderuyck
  • 59. @tomderuyck
  • 60. @tomderuyck
  • 61. @tomderuyck
  • 62. @tomderuyck
  • 63. @tomderuyck
  • 64. @tomderuyck
  • 65. @tomderuyck
  • 66. @tomderuyck
  • 67. @tomderuyck
  • 68. @tomderuyck
  • 69. @tomderuyck
  • 70. @tomderuyck
  • 71. @tomderuyck
  • 72. @tomderuyck
  • 73. @tomderuyck
  • 74. @tomderuyck
  • 75. Insighting Developing Business Objectives Optimizing Implementing@tomderuyck
  • 76. @tomderuyck
  • 77. @tomderuyck
  • 78. @tomderuyck
  • 79. @tomderuyck
  • 80. @tomderuyck
  • 81. @tomderuyck
  • 82. @tomderuyck
  • 83. @tomderuyck
  • 84. @tomderuyck
  • 85. @tomderuyck
  • 86. @tomderuyck
  • 87. @tomderuyck
  • 88. @tomderuyck
  • 89. @tomderuyck
  • 90. @tomderuyck
  • 91. @tomderuyck
  • 92. @tomderuyck
  • 93. CHOOSING YOURPilot Project @tomderuyck
  • 94. @tomderuyck
  • 95. @tomderuyck
  • 96. Communication is key! Conversations from internal stakeholders Proud Conversation company company Boring Adored company company Conversations from external stakeholders@tomderuyck
  • 97. Internal@tomderuyck
  • 98. Internal@tomderuyck
  • 99. Internal@tomderuyck
  • 100. Internal@tomderuyck
  • 101. @tomderuyck
  • 102. External@tomderuyck
  • 103. @tomderuyck
  • 104. @tomderuyck
  • 105. @tomderuyck
  • 106. @tomderuyck
  • 107. @tomderuyck
  • 108. It’s an EVOLUTION,not a REVOLUTION! @tomderuyck
  • 109. SharingIS caring @tomderuyck
  • 110. @tomderuyck
  • 111. @tomderuyck
  • 112. linkedin.com/in/tomderuyck @tomderuyck tom@insites-consulting.com www.insites-consulting.comNew York – London – Ghent – Rotterdam – Timisoara
  • 113. AgendaThe Conversation Companyby Sam Berteloot, Managing PartnerThe Consumer Consulting Boardby Tom De Ruyck, Head of Research CommunitiesClient cases:• Consumers as co-inspirers for advertisement creation (Famous) by Thomas Troch, Senior Research Innovator & Margriet Sergeant (Famous)• Understanding the female shoe shopper (Brantano) by Mieke Van Heddeghem, Research ManagerCo-creation and Structural Collaborationwith Consumers: a fish bowl discussionby Hakim Zemni, Managing Director Belgium
  • 114. Everybody FamousConsumers as co-inspirers for advertisement creation Thomas Troch Senior Research Innovator @ InSites Consulting Margriet Sergeant Strategic Researcher & Community Manager @ Famous Communities Smartees BE InSites Consulting | Ghent, 14.06.2012
  • 115. Strategisch Researcher 2011-currentFamousMath Teacher 2010-2011VISO RoeselareMaster in Biomedical Science 2002-2010University of Ghent Margriet.sergeant@famous.be @ikbenmargriet Nice to meet you
  • 116. Senior Research Innovator 2011-currentInSites ConsultingResearch Consultant 2010-2011InSites ConsultingMaster in Product Development 2005-2010Artesis University College of Antwerp thomas@insites-consulting.com @thomastroch Nice to meet you
  • 117. Recognizable?Advertising with a lotof gut feeling (and alot of doubt) pushedto consumers from acreative but ivorytower? Past
  • 118. Welcome to the ageof the empoweredconsumer,conquering the worldwith offline and onlineconversations. Present
  • 119. It’s time to re-humanize marketingcommunications bylistening to realhuman and emotionalconsumers. Present
  • 120. Welcome to Famous.This Belgian advertising agency has a strongbelief in the power of consumers to inspiretheir creative workforce. Famous
  • 121. Famous takes on thechallenge to connectwith consumers in astructural way formore relevant andimpactful campaigns. Famous
  • 122. Everybody Famous!An on-going researchcommunity of 150Flemish and 150Walloon consumers,an inspirationalwindow to their day-to-day stories. Everybody Famous
  • 123. Everybody Famous
  • 124. How to immerse anagency with the voiceof consumers on botha strategic and tacticlevel? Everybody Famous
  • 125. Bringing consumersalive…Understanding theneeds of Famous byimmersing in theirworkflow. Everybody Famous
  • 126. Bringing consumersalive…through visualpresence in thecreative Famousspaces. Everybody Famous
  • 127. Bringing consumersalive…by inviting them onspecial events. Everybody Famous
  • 128. Bringing consumersalive…by having a 24/7dialogue stimulatingrich discussions. Everybody Famous
  • 129. Everybody Famous
  • 130. “I just like to share my opinion, Ivisit the community several timesa day to check when the newtopics are launched. I enjoy thevariety and like to change thedisturbing way advertisingcampaigns are launched at ussometimes. In addition, theconnecting with Famous and theother community members ispretty amazing.” by Margriet Everybody Famous
  • 131. Everybody Famous
  • 132. An agile approach ofco-ownership andcollaborationbetween the Famousand the InSites teamgets the maximumout of the community. Everybody Famous
  • 133. Consumer impact…to learn aboutcontext and habits tomake truthful andrecognizablecommunication Everybody Famous
  • 134. Ik maak na het bakken meestal nog eenlekkere saus met het braadvocht van hetvlees en de boter. Dit kan ik nooit zo goedmaken met olie. 7€/litre, sachant quon trouve de lhuile de colza à 3.30/litre et de lhuile dolive entre 5 et 14€/litre, le mélange fait à 50% par Vandemoortele est trop élevé. Klassieke Belgische of Franse keuken vraagt dan eerder naar echte, goede ouwe getrouwe bakboter. Everybody Famous
  • 135. Consumer impact… to discoverconsumer insightsand stretch them to astrategic direction. Everybody Famous
  • 136. Everybody Famous
  • 137. Small difference inclickthroughs for ad Aand B, but…Consumer inspiredbriefing resulted in66% of clickers inthe preferreddemographic versus44% on the campaignbased on thestandard briefing. Everybody Famous
  • 138. Consumer impact… to understandinghow a campaign isperceived and beingable to rethink theprocess, based onconsumer feedback. Everybody Famous
  • 139. Everybody Famous
  • 140. Dingen suggeren is veel subtieler,en laat de gedachten wereld vande toeschouwer het verhaalverder invullen~Kristine Voor mij ging het er wel net over hoe de vrouw hier gekleineerd wordt. ~ManuG
  • 141. Consumer impact…to re-evaluatecampaigns in thepast, and eliminatemisconceptions whocaused failure Everybody Famous
  • 142. Je pense que des personnesplus âgées, comme moi,avons déjà ce quil nous fautà la maison(63) Zo van die acties die heb ik al lang opgegeven ik heb nog nooit in mijn hele leven iets gewonnen. Geef mij maar kortingen of spaaracties die dan ook lang genoeg duren dat je er wel degelijk iets mee kan bereiken en die eerlijk verlopen . (50) Everybody Famous
  • 143. Everybody Famous
  • 144. Let’s talk!Thomas Troch Margriet SergeantSenior Research Innovator, InSites Consulting Strategic Researcher & Community Manager, Famous thomas@insites-consulting.com margriet.sergeant@famous.be @thomastroch @ikbenmargriet Let’s talk!
  • 145. Take a seat! 3 discussion rounds, each round with new participants 4 seats available per round; 3 seats for „round-participants‟, 1 „hot-seat‟. Each round 5 minutes
  • 146. Let’s meet thejuryTom De Ruyck Keep the discussion on-topic Be a “devils advocate”
  • 147. Statement 1 Consumers are probably themost effective / worst consultants my company can hire.
  • 148. Statement 2A consumer consultingboard would definitely or never work for my company
  • 149. Statement 3Sharing true consumerstories & experiences will benefit / hurt my company
  • 150. TheCommunitySmarteesChallenge!What does the Jury say?
  • 151. smartees.insites.eu Stay tuned…
  • 152. Drinks!#MROC & #InSitesInSitesVisitor PW: welcome2insites