Consumer Empowerment  Case: Herta Word-of-Mouth campaign        29/06/2011 – Stichting Marketing           Roularta Confer...
Who are we?• Expert in experience based  C2C conversation stimulation• Independent network• 150.000 potential European  br...
The Insiders WoM-campaigns references     Diageo             Nestlé        Sara Lee        Henkel                Diageo   ...
How do we empowerconsumers?
Great products create great experiences.
Great experiences trigger good word-of-mouth.
Dedicated campaigns boost WOM.
Keys to success?Creative conversation stimulation   Close follow-up & interaction
The Insiders campaign.2.000 Insiders / objective : break the consideration & credibility barriers.                 Selecti...
Conversation stimulationWOM-center        NewslettersCommunity           ContestManagement
WoM Center: 1 on 1 interaction                                   Read and respondInsiders Reports
More reach,More impact?                 Active               ambassadors                              Impactful           ...
How can we measure theappropriate KPI’s?
MEASURE WOM   1│ WOM-CENTER   2│ 3 SURVEYS   3│ WOM RESEARCH   4│ ONLINE DISCUSSIONS
The InSitesresearch.Out of the 2.000 Insiders, 750 wereselected to keep track of theirconversations in an online diary. An...
Resultsof the Herta WOM-campaign
1. Insiders are active ambassadors.
7%                                   online      93%      offlineOnline WOM is easy to see,but only the tip of the iceberg.
54      10                                                      46    28                                                  ...
2.000 Insiders reached400.000 consumersface-to-face.
2. Insiders are impactful ambassadors.
High interest in new products               Innovators            Influentials    Social                                  ...
Mainstream             Influential                                              40%                                       ...
28%                   45%          altered                   improved                                opinion              ...
13% of conversation contactsresulted in trial purchases.
Conversations make thedifference.         Often                        CONVERSATION STARTERS        OBJECTIVE ARGUMENTS   ...
3. Insiders become exclusive ambassadors.
Net promotor score (with a twist).In this case we used it as a measure to estimate the long-term advocacy intentionsof the...
Herta                                  52   + 38          Herta                      73    Dr Oetker                      ...
Key conclusionsWOM can be stimulated &measured
More involvement,                           Reach* 200More reach,         Short-term                                      ...
Thank youFor listening. Now let’s havea conversation.
Let’s talk!                                  info@theinsiders.eu                                  www.theinsiders.eu      ...
2011 0628 the_insiders_stichtingmarketing_consumer empowerpent
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2011 0628 the_insiders_stichtingmarketing_consumer empowerpent

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Consumer Empowerment
The Insiders - Nestlé case Word of Mouth in cooperation with Insites Consulting.

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2011 0628 the_insiders_stichtingmarketing_consumer empowerpent

  1. 1. Consumer Empowerment Case: Herta Word-of-Mouth campaign 29/06/2011 – Stichting Marketing Roularta Conference Center - Brussels
  2. 2. Who are we?• Expert in experience based C2C conversation stimulation• Independent network• 150.000 potential European brand ambassadors … and growing at a fast pace
  3. 3. The Insiders WoM-campaigns references Diageo Nestlé Sara Lee Henkel Diageo Sara Lee Chiquita Eurostar Music Hall Henkel Sony Playstation Johnson&Johnson Colgate Philips Albelli Danone Philips Ecover Nutrition & Santé Clinique NortonLe Petit Marseillais Sara Lee Somatoline Sara Lee Gillette Colgate
  4. 4. How do we empowerconsumers?
  5. 5. Great products create great experiences.
  6. 6. Great experiences trigger good word-of-mouth.
  7. 7. Dedicated campaigns boost WOM.
  8. 8. Keys to success?Creative conversation stimulation Close follow-up & interaction
  9. 9. The Insiders campaign.2.000 Insiders / objective : break the consideration & credibility barriers. Selection of Insiders VIP Pack 1 2 3 8 weeks of conversations stimulation
  10. 10. Conversation stimulationWOM-center NewslettersCommunity ContestManagement
  11. 11. WoM Center: 1 on 1 interaction Read and respondInsiders Reports
  12. 12. More reach,More impact? Active ambassadors Impactful ambassadors Exclusive ambassadors
  13. 13. How can we measure theappropriate KPI’s?
  14. 14. MEASURE WOM 1│ WOM-CENTER 2│ 3 SURVEYS 3│ WOM RESEARCH 4│ ONLINE DISCUSSIONS
  15. 15. The InSitesresearch.Out of the 2.000 Insiders, 750 wereselected to keep track of theirconversations in an online diary. Another750 were invited every week to report theconversations they had had during thatweek in an online survey.These Insiders were also asked to invitetheir conversation partners to register ona specific website. These Outsiders thenreported their conversations about theproduct on a weekly basis.
  16. 16. Resultsof the Herta WOM-campaign
  17. 17. 1. Insiders are active ambassadors.
  18. 18. 7% online 93% offlineOnline WOM is easy to see,but only the tip of the iceberg.
  19. 19. 54 10 46 28 3 2 78 19 89 45 36On average, each Insider reached 46 people.The pass-along effect (second generation reach) accounted for another 3,5 peopleeach time.
  20. 20. 2.000 Insiders reached400.000 consumersface-to-face.
  21. 21. 2. Insiders are impactful ambassadors.
  22. 22. High interest in new products Innovators Influentials Social Socialindependence influence Search for Search for uniqueness relevance Laggards Followers Low interest in new products
  23. 23. Mainstream Influential 40% BM: 74% 51% BM: 10% 9% BM: 16% InnovatorInsiders are 5x times more likely to beGatekeeper Innovator an Influential. none
  24. 24. 28% 45% altered improved opinion knowledge 26% created new awareness85% of conversations by Insiders had impact.
  25. 25. 13% of conversation contactsresulted in trial purchases.
  26. 26. Conversations make thedifference. Often CONVERSATION STARTERS OBJECTIVE ARGUMENTS The campaign Functional benefits Taste Varieties MENTIONS NEEDLESS EXTRAS STIMULATE MORE Promotions Usage occasions Point-of-sales Rarely Low High IMPACT
  27. 27. 3. Insiders become exclusive ambassadors.
  28. 28. Net promotor score (with a twist).In this case we used it as a measure to estimate the long-term advocacy intentionsof the Insiders who were specifically recruited to buzz about Herta.
  29. 29. Herta 52 + 38 Herta 73 Dr Oetker 28 -63 Dr Oetker -35 Imperial 19 -56 Imperial -37 Delhaize 4 -59 Delhaize -50 Ballade -3 -54 Ballade -55 Marc Payot -18 -32 Marc Payot -57 Croustipate -22 -47 Croustipate -65 Carrefour -23 -42 Carrefour -69 Tarte complet -47 -29 Tarte complet -74 Gu -49 Bel Bake -75 Bel Bake -58 Gu -83Insiders become exclusive ambassadors
  30. 30. Key conclusionsWOM can be stimulated &measured
  31. 31. More involvement, Reach* 200More reach, Short-term (in 2 generations)More impact. Impact Active ambassadors Impactful ambassadors Long-term Reinforcement Exclusive ambassadors
  32. 32. Thank youFor listening. Now let’s havea conversation.
  33. 33. Let’s talk! info@theinsiders.eu www.theinsiders.eu TheInsidersEUBjorn Cassier Head Office Grotesteenweg 110 Managing Director 2600 Antwerpen bjorn@theinsiders.eu Belgium Tel: +32 3 206 70 66 +32 476 804 746 bjorn_insiders Other offices Paris | Düsseldorf | Milano | Basel Barcelona | Amsterdam

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