Special Edition Communities Smartees
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Special Edition Communities Smartees

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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.
  • We draw on behavioural data from 3 similarly run research communities with a total of 817 participants which generated 6874 user posts spread over 332 threads. Following the method prescribed by Cacioppo and Petty (1981) to analyse the quality of cognitive qualitative comments all posts were classified by 2 coders. The posts were coded as either ‘on-topic’ (remarks contributing towards the initial research question of the discussion thread) or ‘off-topic’ (remarks unrelated to the initial research question) and whether the post was just a reaction to the initial topic or (also) an interaction between other members of the community. As such we could assess the quality of community posts as illustrated in Figure 2. In the coding of the data care was taken for adequate inter-coder reliability (lowest Krippendorf’s α was 0.89). We used two different coding teams: one to code whether the theme was on/off topic and another to assess whether a post contained an interactional effect or not.Finally we send out a survey questioning satisfaction with the community, community identification, perceived informational and social benefits of participating in the research community and identification with the facilitating brand. Of the 817 community members across all three communities 331 completed the survey, yielding a response rate of 40.5%. The survey data will allow us to assess the drivers of on-topic arguments and insights into how researchers can manage them.
  • On topic arguments in a post have an optimum. The number of substantive arguments decrease significantly afterwards.
  • Being involved with the brand under study is the most important driver for people to post on-topic. If you have brand fans in a community, that is positive for the learning you get out of them.The same holds for the involvement with the topic. If people are very involved and engaged into the information posted (e.g. They lose track of time reading through or devote a great deal of attention), they contribute more heavily as well as with more relevance.Interaction in the community, however, showed to be more important than topic involvement but detrimental to the relevance of thread posts. This was a finding which was worrying to us as communities ARE social, we want to engage ... So we thought interaction would have been good. Therefore we analyzed whether posts were merely loose interaction or tied to the original question. This was done by other coders to avoid common method variance.
  • Both forms of interaction were compared in terms of generating substantive arguments and we found not both types of interaction were detrimental. When interaction in a community is embedded and tied to the original question it does generate significantly more new and on topic information compared to not having interaction at all. However, if people interact on loose end it is weighing on the quality of th thread.
  • 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.
  • objectives
  • 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
  • Doesn’t everyone have an uncle that is awesome at stratego? Jeu de boules? A grandfather? Yesyoudo!3500 BC: SENET, in egypte; oudste boardgame ter wereld. Waarom spelen mensen al zo lang spelletjes?
  • It’s SHARED SYMBOLISM
  • Fast processing – focus onlearning moves, tricksfor survivalSothismightbe the stereotype we have from a gamer…
  • People want information: if they post quality content, they get points, point treshold reached, then they get information as a reward. More informationleads to more on-topicposts
  • Informational engagement: get them to engage with information by challengingthem; This is more challenging stuff, needs to beimplementedtowards the end;itboosts the learningexperience
  • Social benefitbyin-crowdcreation: we vsothers
  • Online game played by Heinz marketers & research participants
  • 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
  • And for sure as with every revolution there will be opponents and drivers of these trends. I leave it up to you which side to chose, but if I would run the MR industry I would focus on the new seedlings that are growing … Creative destruction hurts and means the end for some but a new start for others. The important thing is to actually make it happen not just talk about it …Analyzing all presentations of the latest WARC Online Research conference via text analytics we still notice a lot of traditional topics are still on the agenda!Clearly, many are talking about it, but who is putting the deed to the word?

Special Edition Communities Smartees Special Edition Communities Smartees Presentation Transcript

  • Always-on research?
    Yes, we can!
    Tom De Ruyck, Head of Research Communities, InSites Consulting
    @tomderuyck @mr_communities #mroc
  • It is time to re-invent marketing (research).
    Because power has shifted to the consumer.
  • Power has shifted to the consumer.
    Get used to it and understand how to lead instead of how to control.
  • We are different from our target audience!
    Q : When you compare yourself to the consumers in your target group, to what extent do you see an overlap or a difference between both?
    CONSUMER TWIN SCORE
  • One way to get connected is to get marketers
    in the living room of the consumer.
  • An alternative way is to get consumers
    in the ‘boardroom’ of your organisation.
  • FMCG I Unilever
    FMCG I Kraft
    FMCG I Danone
    Media I VMMa
    FMCG I Heinz
    Media I MSN
    Telco & technology I Vodafone
    Financial services I ING
    Communities at the core of new generation research.
    Always-on research with consumers acting as part-time marketers.
  • Is a 24/7 connection possible?
  • 53% plans
    rank 2 out of 16 emerging technologies
    The status of online research communities today?
    11% understands
    rank 16 out of 16 emerging technologies
  • 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.
  • 817
    332
    6,874
    coding
    on topic
    interaction
    survey
    Methodology
  • Optimal length of community threads
    30 posts
    On topic posts
    New content
  • Generate brand identification & information engagement.
  • to
    Embedded interaction
    from
    no
    interaction
    to
    Loose interaction
  • 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.
  • Social media netnography
    English - .co.uk websites
    > 100.000 conversations
    Research Community
    Answer specific questions
    Faster recruitment
    Social glue
    Targeted topic treatment
  • 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 them.
    Let them have their say. Enable them to share enriched content & social content.
  • WHAT? Entertain them.
    Try to make it more fun for them: projective/creative techniques, video, ...
  • WHAT? Let them play.
    Gamify your research and be amazed by the boost in reactions!
  • We love to play
  • Levels? Badges? Status? Seriously?
    Do they matter?
  • Goal-setting device
    Where to go
    Instructions
    What is possible
    Reputation
    Who you are
    Status & Affirmation
    What you did
    Group identification
    Who is like you
  • Teams 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 kids 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.
  • Informational engagement 
    on- topic-posts
  • Informational engagement 
    on- topic-posts
    Challenge:
    “Can you come up with the best summary of the answers on this topic?
    Rate the best summary up!”
  • Social engagement 
    on- topic-posts
    Challenge:
    “Battle the other team in sharing as muchquality content as possible”
    Personal leaderboard
    Badges & win conditions:
    Most valuable contributors win!
    Golden nugget badge for best insight
    Topic x-expert for high topic contribution
    ...
  • We like to be challenged
    Didn’t you ever try to beat the system?
  • Unleash their creativity
  • The journey to the other side
    DEPRIVATION
    ACTIVATION
    What happens on a psychological and physical level when 25 heavy fruit/smoothies eaters don’t consume their regular amount of fruit/smoothies?
    What happens on psychological and physical level with 25 participants who don’t often eat fruit/smoothies, when they start eating more?
  • They become co-researchers
  • Dear all,
    I really encourage all of you to spend this hour as it is not only a crucial part of the process to get your thoughts and thinking on this but it is also a fun learning experience for yourself. I just finished it myself and considered it time well spent despite my too full schedule.
    Maybe this is another incentive: I guess none of you want me to win this game…:-)
    MarikenKimmels, Heinz marketing director continental Europe
    “Be the best in analyzing each other’s consumer behavior”
    Easy & FUN!
    20% unique insights coming from the crowd
  • 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...
  • Brainstorm and work together!
    And move from results to actions...
  • Create engaging experiences that inspire and are worth sharing
  • We believe ...
    in connected research
    Everything we do is aimed at enhancing intimacy
    between you, your market and us.
    Yes we can!
    Yes we will !
  • What will yóu do differently?
    Please select your preference:
    Kill your darlings
    Save your darlings
    Take a risk and blame me
    x
    @tomderuyck