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Just Missed ARF Re:Think Smartees Breakfast

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This is the full slidedeck of our 'Just Missed ARF Re:Think' Smartees Breakfast session in our New York office (22 April, 2014). The presentation elaborates on two InSites Consulting presentations …

This is the full slidedeck of our 'Just Missed ARF Re:Think' Smartees Breakfast session in our New York office (22 April, 2014). The presentation elaborates on two InSites Consulting presentations (client cases from DIESEL & Smirnoff), given at the ARF Congress 2013 and 2014

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  • 1. Just Missed ARF Re:Think Smartees Breakfast This is the full slidedeck of our ‘Just Missed ARF Re:Think Smartees Breakfast session in our New York office (22 April, 2014).The presentation elaborates on two InSites Consulting presentations (client cases from DIESEL & Smirnoff), given at the ARF Congress 2013 and 2014.
  • 2. 2 Smirnoff: Redefining the value of fans DIESEL: the power of images in digital strategy Giulia Gasperi Research Manager giulia@insites-consulting.com niels@insites-consulting.com Just Missed ARF Smartees Breakfast session Niels Schillewaert, PhD Managing Partner niels@insites-consulting.com
  • 3. 33ARF Just Missed Breakfast Session | Redefining The Value Of Fans
  • 4. 4 But do consumers This? = a sign of active engagement ? 4ARF Just Missed Breakfast Session | Redefining The Value Of Fans
  • 5. 5 Brand Activation $$ E.g.: Smirnoff posts content on its Facebook page “I can relate to that!” Brand Identification Followers Fans 5ARF Just Missed Breakfast Session | Redefining The Value Of Fans your brand
  • 6. 6 “Tell us something we don’t know. Do something we haven’t done.” [3K // LDA – 35 // o o o ] ListeningMapping Collaborating 1. 2. 3. 6ARF Just Missed Breakfast Session | Redefining The Value Of Fans
  • 7. 7 1. Real fans ? ‘non real’ fans ? 7ARF Just Missed Breakfast Session | Redefining The Value Of Fans
  • 8. 8 2. Themes and impact 8ARF Just Missed Breakfast Session | Redefining The Value Of Fans
  • 9. 9 1. From only quantity to quality: from like to awesome. 2. Add a hero factor to current themes. 3. From being a brand to being a friend. 9ARF Just Missed Breakfast Session | Redefining The Value Of Fans
  • 10. Never confuse motion with action The soul never thinks without a picture
  • 11. rebellious success social creative food and drinks DIY, arts & craft style and fashion human interest health
  • 12. How to increase the value of the Diesel Pinterest page?
  • 13. #1 Brand Identification #2 Brand advocacy #3 Conversion That’s easy!
  • 14. That’s easy!
  • 15. How to increase the value of the Diesel Pinterest page? social media monitoring nethnography digital surveys
  • 16. not advocates fans ... 5,657 7,125 3,277
  • 17. big soft data 8 life style persona
  • 18. matching HIGH STREET HIPSTERS target groups and personas Maintain current ADAPT Attract new DEVELOP MODEL MAINSTREAM GEEKS DESIGNERS
  • 19. COMMON ME WE
  • 20. COMMON ME WE
  • 21. A research art exhibition
  • 22. A research art exhibition Changing the heart, minds & actions
  • 23. 25% of boards eliminated 28% of boards new content
  • 24. +41% +44% 55% wom 25%
  • 25. Marketing through, not to fans Visuals for research 80% Never confuse motion with action The soul never thinks without a picture