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MROC's & GenY: get the 'research' party started!

by Tom De Ruyck

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How Cool Brand Stay Hot London Launch

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This section wants to provide background for the rest of the story.We need to change marketing thinking as a result of the fact that the consumer has gained more power versus the marketer.
Power has shifted, so ...While we all know that the consumer is ultimately in the driver’s seat, the context has dramatically changed, giving significant more power to consumers than before. This is a wake-up call for marketing. Instead of trying to control everything, marketers need to embrace consumer power and lead consumers, provide them context and opportunities to be involved in building brands and creating new products and services.Why has power shifted? New mass media are available to every consumer (your number of followers on Twitter, your post on heavily visited consumer blogs, ...) Turning word-of-mouth into world-of-mouth: the effects of word-of-mouth are way more far-reaching than ever before (via social media) Consumers trust each other most: most studies support the fact that people are especially influenced by other people and less by media, advertising, PR, ... Making it their brand, not yours: marketers need to let go and understand that they do not control their brand, it is in the hands and minds of consumers So involve them in what you are doing: +50% of consumers want to co-create with marketers, they also expect it from brands And learn how to let go: leverage on the power that consumers have today and use them as part-time marketers, supporting your activation efforts as a marketer
One dimension of being connected is the connection between marketers and consumers.The Meet the Joneses results reveal that while most marketers think they are pretty connected to consumers, they perform relatively bad on the test. All results of the Meet the Joneses test can be downloaded here: include link to Slideshare presentation on Meet the Joneses.This slide deals with everything we do within the business unit “Exploration and insight generation”, with a strong focus on observational research (ethnography, social media netnography, ...).Next to that, we have a very good understanding of how generation Y thinks and acts via all knowledge we have available on them and included in Joeri’s book. Also the TalktoChange research community allows us to be connected to consumers in more than 35 countries across the globe.
This section wants to provide background for the rest of the story.We need to change marketing thinking as a result of the fact that the consumer has gained more power versus the marketer.
Over the last years we have built quiet some experience in running communities and how to manage them for the best insights, in cooperation with the university of Maastricht. Having experienced everything we have come to decide to run either short 3 wk communities or LT 3 mo communities. Compare it to a fair: it is there for 3 weeks, has to be fun and after 3 weeks it is gone.Running a theme parc is different however. For a parc one needs to have recurring programme, but also has it’s seasonality (unless your Disney) – is sometimes closed, so you need stops. Go from strategic to tactic depending on your marketing needs. Longer is also not economical for end clients as they also need to digest the information (unless you have a research agenda that is so continuous it is not worth stopping and going).There is also a lot of debate about sample sizes. Through experimentation we have come up with calculation that sample size of 50 – 150 are sufficient. Based on - Community length Participation rate (mensen doen dit on waves) drop outAnother key learning tied to this is that 30 responses per thread is sufficient and best for the small eco system which communites are. And actually want to share the research we have done in this regard.
So, what is the Darkside of Crowdsourcing?There is an important role for researchers and community moderators in building identification with the community, keeping up the engagement with the topic to keep the discussion going while not letting members over-socialize and drift away from the researchers’ agenda.
We hebben er veel meer aan om relevante content: kwaliteit boven kwantiteit, diepgang vs. oppervlakkigheid
Consumers identifying with your brand are the ones talking positively about it, ultimately having an impact on brand equity.Results from our brand leverage study conducted in 15 countries in cooperation with Houston University can be accessed here: include results.
This section wants to provide background for the rest of the story.We need to change marketing thinking as a result of the fact that the consumer has gained more power versus the marketer.
A peer Trust Inspirational Collaborative Behind the scenes Connecting
It’s SHARED SYMBOLISM
Fast processing – focus onlearning moves, tricksfor survivalSothismightbe the stereotype we have from a gamer…
This section wants to provide background for the rest of the story.We need to change marketing thinking as a result of the fact that the consumer has gained more power versus the marketer.
A peer Trust Inspirational Collaborative Behind the scenes Connecting

MROC’s & GenY: get the ’research’ party started! Presentation Transcript

Get the ‘research’ party started!
Tom De Ruyck, Head of Research Communities, InSites Consulting
@tomderuyck #coolbrands #mroc
It is time to re-invent youth marketing (research)!
Because Gen Y is different from any other generation before...
Digital Natives asking for CEO powers.
Get used to it and understand how to lead instead of how to control.
Invite Gen Y to the ‘boardroom’ of your organization.
Get to know them better, connect, have a dialogue and start collaborating.
Communities at the core of new generation research.
Always-on research with youngsters acting as part-time marketers.
Is a 24/7 connection possible?
Key learning 1
Whomakes research communities work?
(1)50
30
WHO? Dunbar’s number: 150 members is the maximum number enabling social interactions on a community.
Threads can last for too long!
Embed the interaction in community threads ...!
WHO? Creating in-depth relationships with few rather than superficial relationships with many.
i•den•ti•fi•ca•tion
[ahy-den-tuh-fi-key-shuhn,]
noun
The convergence of brand's values with that of the person, and the degree to which the brand is regarded as having personal relevance.
Typically represented by concentric
circles moving closer.

You Brand
WHO? What is connecting community members?
Importance of brand and/or topic involvement.
Key learning 2
What makes research communities work?
WHAT? Commitment from community members.
Meet & greet, taking them on a guided tour, giving back.
WHAT? Empower & entertain them.
Let them have their say. Enable them to share enriched content & social content.
WHAT? Let them play.
Gamify your research and be amazed by the boost in reactions!
Levels? Badges? Status? Seriously?
Do they matter?
Battle to earn badges
“We are lagging behind! I am sure with a gobby lass like me we can head back to the top!!! “
“When I got my expert badge I bragged to my family and said 'there see I told you I was an expert' lol its not often we get called such things so why shouldn't we be pleased with ourselves”
Wow first place thats great and I would say a very big thank you to The Duchess and Hettie who have placed some great posts.
We like to be challenged
Didn’t you ever try to beat the system?
Co-development Facebook page
Challenge the designers
Be our eyes & ears...
Key learning 3
How to make research communities work?
Being able to mix
The story
Equilibrium
The methods
The results
HOW? Creating an experience is hard work.
Creating the right mix.
HOW? Commitment from the moderator.
Instead of the X-factor, we talk about the C-factor.
HOW? Commitment from the company.
Buy-in, engagement, input.
HOW? Go beyond the 30 min debrief.
Don’t present engage, inspire & let them act!
Bring the consumers into the boardroom
And you can take that rather literally if you like...
Creating positive disruption
Making research used
Brainstorm and work together!
And move from results to actions...
Create engaging experiences that inspire and are worth sharing
@tomderuyck

MROC's & GenY: get the 'research' party started!

by Tom De Ruyck

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MROC’s & GenY: get the ’research’ party started! Presentation Transcript

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