Just Missed ARF Re:Think
Smartees Breakfast
This is the full slidedeck of our ‘Just
Missed ARF Re:Think Smartees
Breakfast...
2
Smirnoff: Redefining the value of fans
DIESEL: the power of images in digital
strategy
Giulia Gasperi
Research Manager
g...
33ARF Just Missed Breakfast Session | Redefining The Value Of Fans
4
But do consumers
This?
= a sign of active engagement ?
4ARF Just Missed Breakfast Session | Redefining The Value Of Fans
5
Brand Activation $$
E.g.: Smirnoff posts content
on its Facebook page
“I can
relate to that!”
Brand
Identification
Follo...
6
“Tell us something we don’t know.
Do something we haven’t done.”
[3K // LDA – 35 // o o o ]
ListeningMapping Collaborati...
7
1. Real fans ? ‘non real’ fans ?
7ARF Just Missed Breakfast Session | Redefining The Value Of Fans
8
2. Themes and impact
8ARF Just Missed Breakfast Session | Redefining The Value Of Fans
9
1. From only quantity to quality:
from like to awesome.
2. Add a hero factor to current
themes.
3. From being a brand to...
Never confuse
motion with
action
The soul
never thinks
without a picture
rebellious
success
social
creative
food and drinks
DIY, arts & craft
style and fashion
human interest
health
How to increase the value of the
Diesel Pinterest page?
#1 Brand Identification
#2 Brand advocacy
#3 Conversion
That’s easy!
That’s easy!
How to increase the value of the
Diesel Pinterest page?
social media monitoring
nethnography
digital surveys
not advocates
fans ...
5,657
7,125
3,277
big soft data
8 life style persona
matching
HIGH STREET
HIPSTERS
target groups
and personas
Maintain current
ADAPT
Attract
new DEVELOP MODEL MAINSTREAM
GEEKS...
COMMON
ME WE
COMMON
ME WE
A research art exhibition
A research art exhibition
Changing the heart, minds & actions
25% of boards
eliminated
28% of boards
new content
+41%
+44%
55% wom
25%
Marketing
through,
not to fans
Visuals
for research
80%
Never confuse motion with action
The soul never thinks without a p...
Just Missed ARF Re:Think Smartees Breakfast
Just Missed ARF Re:Think Smartees Breakfast
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Just Missed ARF Re:Think Smartees Breakfast

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This is the full slidedeck of our 'Just Missed ARF Re:Think' Smartees Breakfast session in our New York office (22 April, 2014). The presentation elaborates on two InSites Consulting presentations (client cases from DIESEL & Smirnoff), given at the ARF Congress 2013 and 2014

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Just Missed ARF Re:Think Smartees Breakfast

  1. 1. Just Missed ARF Re:Think Smartees Breakfast This is the full slidedeck of our ‘Just Missed ARF Re:Think Smartees Breakfast session in our New York office (22 April, 2014).The presentation elaborates on two InSites Consulting presentations (client cases from DIESEL & Smirnoff), given at the ARF Congress 2013 and 2014.
  2. 2. 2 Smirnoff: Redefining the value of fans DIESEL: the power of images in digital strategy Giulia Gasperi Research Manager giulia@insites-consulting.com niels@insites-consulting.com Just Missed ARF Smartees Breakfast session Niels Schillewaert, PhD Managing Partner niels@insites-consulting.com
  3. 3. 33ARF Just Missed Breakfast Session | Redefining The Value Of Fans
  4. 4. 4 But do consumers This? = a sign of active engagement ? 4ARF Just Missed Breakfast Session | Redefining The Value Of Fans
  5. 5. 5 Brand Activation $$ E.g.: Smirnoff posts content on its Facebook page “I can relate to that!” Brand Identification Followers Fans 5ARF Just Missed Breakfast Session | Redefining The Value Of Fans your brand
  6. 6. 6 “Tell us something we don’t know. Do something we haven’t done.” [3K // LDA – 35 // o o o ] ListeningMapping Collaborating 1. 2. 3. 6ARF Just Missed Breakfast Session | Redefining The Value Of Fans
  7. 7. 7 1. Real fans ? ‘non real’ fans ? 7ARF Just Missed Breakfast Session | Redefining The Value Of Fans
  8. 8. 8 2. Themes and impact 8ARF Just Missed Breakfast Session | Redefining The Value Of Fans
  9. 9. 9 1. From only quantity to quality: from like to awesome. 2. Add a hero factor to current themes. 3. From being a brand to being a friend. 9ARF Just Missed Breakfast Session | Redefining The Value Of Fans
  10. 10. Never confuse motion with action The soul never thinks without a picture
  11. 11. rebellious success social creative food and drinks DIY, arts & craft style and fashion human interest health
  12. 12. How to increase the value of the Diesel Pinterest page?
  13. 13. #1 Brand Identification #2 Brand advocacy #3 Conversion That’s easy!
  14. 14. That’s easy!
  15. 15. How to increase the value of the Diesel Pinterest page? social media monitoring nethnography digital surveys
  16. 16. not advocates fans ... 5,657 7,125 3,277
  17. 17. big soft data 8 life style persona
  18. 18. matching HIGH STREET HIPSTERS target groups and personas Maintain current ADAPT Attract new DEVELOP MODEL MAINSTREAM GEEKS DESIGNERS
  19. 19. COMMON ME WE
  20. 20. COMMON ME WE
  21. 21. A research art exhibition
  22. 22. A research art exhibition Changing the heart, minds & actions
  23. 23. 25% of boards eliminated 28% of boards new content
  24. 24. +41% +44% 55% wom 25%
  25. 25. Marketing through, not to fans Visuals for research 80% Never confuse motion with action The soul never thinks without a picture

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