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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Just Missed ARF Re:Think Smartees Breakfast Presentation Transcript

  • 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