Just Missed ARF Re:Think Smartees Breakfast

369 views
310 views

Published on

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

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
369
On SlideShare
0
From Embeds
0
Number of Embeds
67
Actions
Shares
0
Downloads
1
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Just Missed ARF Re:Think Smartees Breakfast

  1. 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. 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. 3. 33ARF Just Missed Breakfast Session | Redefining The Value Of Fans
  4. 4. 4 But do consumers This? = a sign of active engagement ? 4ARF Just Missed Breakfast Session | Redefining The Value Of Fans
  5. 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. 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. 7 1. Real fans ? ‘non real’ fans ? 7ARF Just Missed Breakfast Session | Redefining The Value Of Fans
  8. 8. 8 2. Themes and impact 8ARF Just Missed Breakfast Session | Redefining The Value Of Fans
  9. 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. 10. Never confuse motion with action The soul never thinks without a picture
  11. 11. rebellious success social creative food and drinks DIY, arts & craft style and fashion human interest health
  12. 12. How to increase the value of the Diesel Pinterest page?
  13. 13. #1 Brand Identification #2 Brand advocacy #3 Conversion That’s easy!
  14. 14. That’s easy!
  15. 15. How to increase the value of the Diesel Pinterest page? social media monitoring nethnography digital surveys
  16. 16. not advocates fans ... 5,657 7,125 3,277
  17. 17. big soft data 8 life style persona
  18. 18. matching HIGH STREET HIPSTERS target groups and personas Maintain current ADAPT Attract new DEVELOP MODEL MAINSTREAM GEEKS DESIGNERS
  19. 19. COMMON ME WE
  20. 20. COMMON ME WE
  21. 21. A research art exhibition
  22. 22. A research art exhibition Changing the heart, minds & actions
  23. 23. 25% of boards eliminated 28% of boards new content
  24. 24. +41% +44% 55% wom 25%
  25. 25. Marketing through, not to fans Visuals for research 80% Never confuse motion with action The soul never thinks without a picture

×