The document summarizes a presentation given at the Festival of NewMR 2013 about how research was used to increase the value of the Diesel Pinterest page. A hybrid methodology was used, combining social media listening, netnography, and surveys. This identified different persona among Pinterest users and how to better engage them. Changes were then made to the Pinterest page's content and approach. Evaluation found these changes increased brand knowledge, identification, store visits, website visits, purchases, and created more brand enthusiasts through word-of-mouth.

1. The Festival of NewMR 2013 would not be possible without our sponsors. Thanks to:
Gold Sponsors
Silver Sponsors
Session Sponsors
Media Partner
Festival Supporters
• Q – Research Software
• CreaMetrix Research
• TapestryWorks
• Keen as Mustard
• CrowdLab
• L&E Research
• Schlesinger Associates
• Focus Forums
• eCGlobal Solutions
• Revelation

2. 2
2
The art of research
How we increased the value of the Diesel Pinterest page
By Annelies Verhaeghe, Head of research Innovation, InSites Consulting
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

3. From marketing to people
to marketing through people
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

4. How to increase the value of the
Diesel Pinterest page?
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

5. That’s easy!
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

6. # 1 Brand Identification
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

7. #2 Brand advocacy
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

8. #3 Conversion
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

9. That’s easy!
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

10. Challenge accepted
A hybrid methodology
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

11. Social media
listening
• Behavioural
measures
• # followers
• #pin & repins
• # likes
• # comments
• Top content
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

12. Home maker
Social media
netnography
• Clustering
Pinterest content
into online
persona’s
• Applying principles
of visual
ethnography
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

13. 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
%
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

14. Knowledge leverage
The value of the current Pinterest page
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

15. Huge fans...
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

16. But no advocates on Pinterest
3277
5657
followers
7125
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

17. Knowledge leverage
What makes them tick
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

18. Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

19. Luxury brands
Impress people
Show my style
Fun in life
No status quo
Excitement
Trendy products
Branded
The current followers
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

20. HIGH STREET
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

21. MODEL MAINSTREAM
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

22. Internal leverage
From insight to action
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

23. Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

24. Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

25. MODEL MAINSTREAM
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

26. Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

27. Exteral leverage
Did we have an impact?
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

28. 25
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

29. 71% knowledge
65% identification
67% store visit
69% website
59% buying
Changing the heart, minds & actions
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

30. Creating brand enthusiasts
51%
Through our research
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

31. +41%
+44%
55% wom
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

32. Moving from reach
To relevance
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

33. Q & A
Annelies Verhaeghe
InSites Consulting
Ray Poynter
Vision Critical University