www.insites-consulting.com
How we increased the value of the
Diesel Pinterest page
The art of research
October 2013
Sophie...
Founded 1997 as a business school spin-off
Structure Fully independent, 7 managing partners
Growth Average yearly growth +...
Life Sciences & Healthcare
AstraZeneca I Barco Healthcare I Baxter I Bayer Healthcare I Bristol-Myers Squibb I GSK I Janss...
We allow participants to ENGAGE with us
anytime, anywhere (online, mobile,
asynchronous methods…). We make it fun
for them...
We want to
bring our clients
to the future first
the most effective
consultants for
any company
Consumers are
Consumer Consultant
1.
2.
3.
Knowledge
Internal
External
LEVERAGE
LEVERAGE
LEVERAGE
Knowledge Leverage
We engage consumers to think
harder and better. We activate
them to structurally collaborate
with us an...
2.
Internal Leverage
We drive ultimate consumer
centricity by engaging employees
and other stakeholders around
the consume...
3.
External Leverage
By turning research into a unique
consumer experience, we create
a meaningful impact on your
brand. T...
12
12
The art of research
How we increased the value of the Diesel Pinterest page
From marketing to people
to marketing through people
How to increase the value of the
Diesel Pinterest page?
That’s easy!
# 1 Brand Identification
#2 Brand advocacy
#3 Conversion
That’s easy!
Challenge accepted
A hybrid methodology
Social media
listening
Social media
netnography
Quantitative
survey
A hybrid methodology
Automated visual
analysis
Qualita...
Social media
listening
• Behavioural
measures
• # followers
• #pin & repins
• # likes
• # comments
• Top content
Home maker
Social media
netnography
• Clustering
Pinterest content
into online
persona’s
• Applying principles
of visual
e...
Activation mapping
• Quantitative survey
• n = 1222
• Current followers of Diesel
Page, Pinterest users & Online
target
• ...
Knowledge leverage
The value of the current Pinterest page
Huge fans...
But no advocates on Pinterest
3277
5657
followers
7125
Knowledge leverage
What makes them tick
Luxury brands
Impress people
Show my style
Fun in life
No status quo
Excitement
Trendy products
Branded
The current follow...
HIGH STREET
MODEL MAINSTREAM
Internal leverage
From insight to action
A research art exhibition
MODEL MAINSTREAM
Exteral leverage
Did we have an impact?
25
71% knowledge
65% identification
67% store visit
69% website
59% buying
Changing the heart, minds & actions
Creating brand enthusiasts
51%
Through our research
+41%
+44%
55% wom
Moving from reach
To relevance
www.insites-consulting.com
New York I Timisoara I Ghent I Rotterdam I London
Evergemsesteenweg 195 I 9032 Ghent I Belgium
...
Meet us in one of our 5 offices
Connect on LinkedIn
Become friends on Facebook
Download free content on Slideshare
Read co...
The Art of Research: How we increased the value of the DIESEL Pinterest page
The Art of Research: How we increased the value of the DIESEL Pinterest page
The Art of Research: How we increased the value of the DIESEL Pinterest page
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The Art of Research: How we increased the value of the DIESEL Pinterest page

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Presentation by Sophie Van Neck at the Vlerick Conversation Platform on October 7, 2013.

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The Art of Research: How we increased the value of the DIESEL Pinterest page

  1. 1. www.insites-consulting.com How we increased the value of the Diesel Pinterest page The art of research October 2013 Sophie Van Neck | Senior Research Manager | InSites Consulting M +32 472 418 640 | T +32 9 269 15 39 | E sophie@insites.eu
  2. 2. Founded 1997 as a business school spin-off Structure Fully independent, 7 managing partners Growth Average yearly growth +25% Locations USA I ROM I UK I NL I BE Team 125 passionate & talented people Reach Global Consumer & Moderator Network Clients +35% of 2012 Best Global Brands (Interbrand) Awards ESOMAR I AMA I ARF I MRS I MOA I AMMA
  3. 3. Life Sciences & Healthcare AstraZeneca I Barco Healthcare I Baxter I Bayer Healthcare I Bristol-Myers Squibb I GSK I Janssen I Johnson & Johnson I Lilly I Merck Serono I Nutricia Advance Medical Nutricion I Pfizer I Roche I Sanofi Pasteur MSD I UCB Media & Entertainment BBC World I Bloomberg I Google I Kinepolis | LinkedIn I National Geographic I News International I RTL I SBS Broadcasting I Sony I Viacom Media Networks I VRT I VMMa I Stievie I Yahoo! Financial Services ABN AMRO I BNP Paribas Fortis I ING I MasterCard I PayPal I Rabobank I US Bank FMCG / CPG AB InBev I Avon I Beiersdorf I Campbell Foods I Carlsberg I Chiquita I Coca-Cola I Danone/Dannon I Diageo I Ferrero I Givaudan I Heineken I Heinz I Kellogg’s I Kraft I McDonald’s I Nestlé I PepsiCo I Reckitt Benckiser I Sara Lee I Unilever (international) clients Technology & Services AirFrance KLM I AT&T I eBay Classified Group I IKEA I Panasonic | Philips | Skype | SkyTeam | The Phone House I TomTom I TUI | UPC | Vodafone Group Services
  4. 4. We allow participants to ENGAGE with us anytime, anywhere (online, mobile, asynchronous methods…). We make it fun for them to give more & better answers (gamification, audio-visual cues, design…). We empower them to be co-researchers (crowd interpretation, co-moderation…). Online Group Discussions Consumer-led Ethnography Research Communities Social Media Listening & Netnography 1on1 Online Interviews Digital Surveys Engage METHODS
  5. 5. We want to bring our clients to the future first
  6. 6. the most effective consultants for any company Consumers are
  7. 7. Consumer Consultant 1. 2. 3. Knowledge Internal External LEVERAGE LEVERAGE LEVERAGE
  8. 8. Knowledge Leverage We engage consumers to think harder and better. We activate them to structurally collaborate with us and our clients to co- create the future of brands. 1.
  9. 9. 2. Internal Leverage We drive ultimate consumer centricity by engaging employees and other stakeholders around the consumer. By bringing consumers inside organizations, we change people’s hearts, minds and actions and create internal alignment.
  10. 10. 3. External Leverage By turning research into a unique consumer experience, we create a meaningful impact on your brand. Through deep engagement and collaboration with consumers, we drive positive brand conversations and ultimately growth.
  11. 11. 12 12 The art of research How we increased the value of the Diesel Pinterest page
  12. 12. From marketing to people to marketing through people
  13. 13. How to increase the value of the Diesel Pinterest page?
  14. 14. That’s easy!
  15. 15. # 1 Brand Identification
  16. 16. #2 Brand advocacy
  17. 17. #3 Conversion
  18. 18. That’s easy!
  19. 19. Challenge accepted A hybrid methodology
  20. 20. Social media listening Social media netnography Quantitative survey A hybrid methodology Automated visual analysis Qualitative visual analysis Visual based tasks
  21. 21. Social media listening • Behavioural measures • # followers • #pin & repins • # likes • # comments • Top content
  22. 22. Home maker Social media netnography • Clustering Pinterest content into online persona’s • Applying principles of visual ethnography
  23. 23. Activation mapping • Quantitative survey • n = 1222 • Current followers of Diesel Page, Pinterest users & Online target • Profiling on socio demo’s, lifestyle and passion points • Activation profile • Identification with the Pinterest persona’s %
  24. 24. Knowledge leverage The value of the current Pinterest page
  25. 25. Huge fans...
  26. 26. But no advocates on Pinterest 3277 5657 followers 7125
  27. 27. Knowledge leverage What makes them tick
  28. 28. Luxury brands Impress people Show my style Fun in life No status quo Excitement Trendy products Branded The current followers
  29. 29. HIGH STREET
  30. 30. MODEL MAINSTREAM
  31. 31. Internal leverage From insight to action
  32. 32. A research art exhibition
  33. 33. MODEL MAINSTREAM
  34. 34. Exteral leverage Did we have an impact?
  35. 35. 25
  36. 36. 71% knowledge 65% identification 67% store visit 69% website 59% buying Changing the heart, minds & actions
  37. 37. Creating brand enthusiasts 51% Through our research
  38. 38. +41% +44% 55% wom
  39. 39. Moving from reach To relevance
  40. 40. www.insites-consulting.com New York I Timisoara I Ghent I Rotterdam I London Evergemsesteenweg 195 I 9032 Ghent I Belgium Thank you! Sophie Van Neck Senior Research Manager Sophie@insites-consulting.com @sophievanneck be.linkedin.com/in/sophievanneck +32 472 41 86 40
  41. 41. Meet us in one of our 5 offices Connect on LinkedIn Become friends on Facebook Download free content on Slideshare Read corporate InSites Consulting blog Read ‘Conversation Management’ blog Read ‘How Cool Brands Stay Hot’ blog Join our ‘Smartees’ events www.insites-consulting.com Stay tuned!

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