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Tom de Ruyck - Cutting Edge of NewMR 2015

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Turning consumer insights into company-wide memes

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Tom de Ruyck - Cutting Edge of NewMR 2015

  1. 1. How to market, Research? Presented by: Tom De Ruyck @tomderuyckTurning  consumer  insights  into  company-­‐wide  memes   Tom  de  Ruyck,,  Belgium,  22nd  September  2015   Turning  consumer  insights   into  company-­‐wide  memes    
  2. 2. INNOVATIVE METHODS RULED THE #MRX INDUSTRY THE PAST 5 YEARS @tomderuyckTurning  consumer  insights  into  company-­‐wide  memes   Tom  de  Ruyck,,  Belgium,  22nd  September  2015  
  3. 3. WHO CARES…? @tomderuyck@tomderuyckTurning  consumer  insights  into  company-­‐wide  memes   Tom  de  Ruyck,,  Belgium,  22nd  September  2015  
  4. 4. BECAUSE ALL WE WANT IS @tomderuyck@tomderuyckTurning  consumer  insights  into  company-­‐wide  memes   Tom  de  Ruyck,,  Belgium,  22nd  September  2015  
  5. 5. WE BRING INSIGHTS TO LIFE #1 @tomderuyck@tomderuyckTurning  consumer  insights  into  company-­‐wide  memes   Tom  de  Ruyck,,  Belgium,  22nd  September  2015  
  6. 6. WORKS WITH POWERPOINT REPORTS LESS THAN USES CREATIVE REPORTING FORMATS 10% 86% @tomderuyckTurning  consumer  insights  into  company-­‐wide  memes   Tom  de  Ruyck,,  Belgium,  22nd  September  2015  
  7. 7. WE CONNECT & EMPOWER #2 @tomderuyckTurning  consumer  insights  into  company-­‐wide  memes   Tom  de  Ruyck,,  Belgium,  22nd  September  2015  
  8. 8. 92% BELIEVES RESEARCH SHARING WITH COLLEAGUES GENERATES INSIGHT WORTH YET 65% SHARES RESEARCH RESULTS THE ORGANISATION EXTENSIVELY WITHIN @tomderuyckTurning  consumer  insights  into  company-­‐wide  memes   Tom  de  Ruyck,,  Belgium,  22nd  September  2015  
  9. 9. WE REALLY MAKE A DIFFERENCE #3 @tomderuyckTurning  consumer  insights  into  company-­‐wide  memes   Tom  de  Ruyck,,  Belgium,  22nd  September  2015  
  10. 10. BELIEVES RESEARCH LEADS TO SURPRISING RESULTS LESS THAN 1 IN 2 @tomderuyckTurning  consumer  insights  into  company-­‐wide  memes   Tom  de  Ruyck,,  Belgium,  22nd  September  2015  
  11. 11. IMPACT... WE DON’T REALLY CARE @tomderuyckTurning  consumer  insights  into  company-­‐wide  memes   Tom  de  Ruyck,,  Belgium,  22nd  September  2015  
  12. 12. SHIFT OF ATTENTION: FROM METHOD TO IMPACT WE NEED A @tomderuyckTurning  consumer  insights  into  company-­‐wide  memes   Tom  de  Ruyck,,  Belgium,  22nd  September  2015  
  13. 13. How to market, Research? @tomderuyck @tomderuyckTurning  consumer  insights  into  company-­‐wide  memes   Tom  de  Ruyck,,  Belgium,  22nd  September  2015  
  14. 14. STRATEGIZE AS A CONTENT MARKETER @tomderuyckTurning  consumer  insights  into  company-­‐wide  memes   Tom  de  Ruyck,,  Belgium,  22nd  September  2015  
  15. 15. MIX THE LEVEL OF ATTENTION & INTENSITY WITH 3 CONTENT STREAMS Updates: Pins of consumer inspiration (e.g. consumer stories) Projects: Deep dive study on specific consumer question (e.g. strategic projects & strategy execution) Campaigns: Communication of insights around a certain theme, cross projects (e.g. long term strategic goals) @tomderuyckTurning  consumer  insights  into  company-­‐wide  memes   Tom  de  Ruyck,,  Belgium,  22nd  September  2015  
  16. 16. SEED ACTIVATECOLLABORATE Work together to shape outcomes Spreading new insights through the organization Trigger stakeholders to interact with insights USE THE 4 OF MARKETING INSIGHTS BUILDING BLOCKS HARVEST Collecting insights we already know @tomderuyckTurning  consumer  insights  into  company-­‐wide  memes   Tom  de  Ruyck,,  Belgium,  22nd  September  2015  
  17. 17. *MINDMAP CHALLENGE FOR INTERNAL STAKEHOLDERS FROM INDIVIDUAL HARVEST SEED ACTIVATECOLLABORATE Collecting insights we already know @tomderuyck TO COLLECTIVE WISDOM Turning  consumer  insights  into  company-­‐wide  memes   Tom  de  Ruyck,,  Belgium,  22nd  September  2015  
  18. 18. *CONSUMER NEWS UPDATES FROM SHARING TO SEEDING HARVEST SEED ACTIVATECOLLABORATE Spreading new insights through the organization @tomderuyckTurning  consumer  insights  into  company-­‐wide  memes   Tom  de  Ruyck,,  Belgium,  22nd  September  2015  
  19. 19. FROM TEACHING TO ACTIVATING *CONSUMER QUIZ GAMES HARVEST SEED ACTIVATECOLLABORATE Trigger stakeholders to interact with insights @tomderuyckTurning  consumer  insights  into  company-­‐wide  memes   Tom  de  Ruyck,,  Belgium,  22nd  September  2015  
  20. 20. FROM BRAINSTORMING TO COLLABORATING HARVEST SEED ACTIVATE COLLABORATE Work together to shape outcomes *WORKSHOPS WITH CONSUMERS @tomderuyckTurning  consumer  insights  into  company-­‐wide  memes   Tom  de  Ruyck,,  Belgium,  22nd  September  2015  
  21. 21. MEASURE YOUR CONVERSION @tomderuyckTurning  consumer  insights  into  company-­‐wide  memes   Tom  de  Ruyck,,  Belgium,  22nd  September  2015  
  22. 22. THANK YOU! Tom De Ruyck Managing Partner Head of CCBs Tom.DeRuyck@insites-consulting.com @TomDeRuyck Turning  consumer  insights  into  company-­‐wide  memes   Tom  de  Ruyck,,  Belgium,  22nd  September  2015  
  23. 23. Q  &  A   #NewMR  2015     Corporate  Sponsors   #NewMR  2015     Supporters   Schlesinger  Associates   Keen  as  Mustard   Turning  consumer  insights  into  company-­‐wide  memes   Tom  de  Ruyck,,  Belgium,  22nd  September  2015   Sue  York   Tom  de  Ruyck   InSites  ConsulFng  

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