Special Edition Communities SmarteesPresentation 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