Driving Your Brand with Research Communities (Stockholm June 2012)
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Driving Your Brand with Research Communities (Stockholm June 2012)

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Presentation by Dinko Svetopetric

Presentation by Dinko Svetopetric

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Driving Your Brand with Research Communities (Stockholm June 2012) Driving Your Brand with Research Communities (Stockholm June 2012) Presentation Transcript

  • Dinko Svetopetric @DinkoSvetDirector of European Partnerships Driving Your Brand with Research Communities
  • Who am I…..@DinkoSvet
  • @DinkoSvet
  • @DinkoSvet
  • @DinkoSvet
  • @DinkoSvet
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  • 3 realities of Research Today@DinkoSvet
  • 1 Research is perceived as expensive time consuming and having unclear ROI@DinkoSvet
  • 2 “Consumers change so much during a recession, that they are often unr cognizab .” e le@DinkoSvet
  • 3 Consumers Turned from Content Recipients to Content Creators@DinkoSvet
  • Direct Contact – Having a Group of Your Customers in the room next door ALL THE TIME@DinkoSvet
  • We are competing for attention Not just time@DinkoSvet
  • Organizations are implementing consumers’ self expression, opinions and ideas within their own…. The Key Word is ENGAGEMENT@DinkoSvet
  • How to make sense of it all? Transaction Customer Social al Layer Layer Layer BI CRM Private - - Commun What? Who? ities - When? Why? How? CUSTOMER DIRECTION@DinkoSvet
  • Unstructured Social Media Private Community CRM Structured@DinkoSvet
  • Private Online Research Communities Targeted group of members whom you engage with and learn from over time.It’s an ongoing conversation with your consumers…@DinkoSvet
  • Make it a Branded Destination – Connect with open Social Media sources
  • Customise Look and Feel for Your Target Group Engage from the start – customised portals that are consistent with brands’ messaging@DinkoSvet
  • People want to have their voice heard!! 66% Of online adults say they are willing to participate in company online communities to develop products & services Source; Australians 18+; online users@DinkoSvet
  • In The World of Research That Means…..@DinkoSvet
  • Changing Things like this:
  • @DinkoSvet
  • What Works 1. You can’t always push content – give some control 1. Active brand participation 2. Engaging content – rich media 3. Showing impact of participation 4. Regular contact 5. Make them feel special - reward 6. Happy brands win – culture of FUN@DinkoSvet
  • Gamification of Activities – Turn Tasks intoQuests & Games@DinkoSvet
  • Fun makes the difference between success andfailure But stay relevant to your audience@DinkoSvet
  • Put your brand into context of people’slives You and You in your best your The inside of happy your fridge friend place “Hi, my name is Carol. My special Radox memory is that one night I had a bath and my now FIANCE asked me to MARRY him. That fragrance now always reminds me of that night!”@DinkoSvet
  • Support engagement – give power to change things@DinkoSvet
  • Don’t forget it’s a conversation – give feedback@DinkoSvet
  • Why to stay online only?Recruite for offline activities Community talkability Ability to target very tight niches Geographic clustering at recruitment Member retention tool@DinkoSvet
  • Integrate with offline events Staging customer closeness events@DinkoSvet
  •                               PROVE YOU          ARE LISTENING                                                                    
  • @DinkoSvet
  • Each Time!!
  • WHY CARE? 1. Your Customers Are Already Gathering (Somewhere) 2. Conversations & Interactions About Your Business Will Happen (Whether Or Not You’re There) 3. Your Brand Is Being Circumvented 4. It’s The World’s Largest Focus Group 5. It Can Be The Most Effective Way To Reach Your Customers (When Done Right)@DinkoSvet
  • It´s an emerging trend that is here to stay! What emerging techniques will be used in 2012? Online Communities 66% 64% Soial Media Anlaytics Mobile Surveys Text Analytics Webcam-based… Apps-based Research Nearly 2/3rds of Mobile Qualitative brands will use Mobile Ethnography Private Research Eye Tracking Communities in Virtual Enrironments Crowsourcing 2012 Visualization Analtytics Predicition markets Bionetric Response Reserch Buyer or Client Gamification methods Research Provider or Supplier NeuroMarketing Facial Analysis 0% 20% 40% 60% 80% GRIT REPORT SPRING 2012@DinkoSvet
  • Thank you