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MROC's & GenY: get the 'research' party started!


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How Cool Brand Stay Hot London Launch

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MROC's & GenY: get the 'research' party started!

  1. 1. Get the ‘research’ party started!<br />Tom De Ruyck, Head of Research Communities, InSites Consulting <br />@tomderuyck #coolbrands #mroc<br />
  2. 2. It is time to re-invent youth marketing (research)!<br />Because Gen Y is different from any other generation before...<br />
  3. 3. Digital Natives asking for CEO powers.<br />Get used to it and understand how to lead instead of how to control.<br />
  4. 4. Invite Gen Y to the ‘boardroom’ of your organization.<br />Get to know them better, connect, have a dialogue and start collaborating. <br />
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  6. 6. Communities at the core of new generation research.<br />Always-on research with youngsters acting as part-time marketers.<br />
  7. 7. Is a 24/7 connection possible?<br />
  8. 8. Key learning 1<br />Whomakes research communities work?<br />
  9. 9. (1)50<br />30<br />WHO? Dunbar’s number: 150 members is the maximum number enabling social interactions on a community.<br />
  10. 10. Threads can last for too long!<br />Embed the interaction in community threads ...!<br />
  11. 11. WHO? Creating in-depth relationships with few rather than superficial relationships with many.<br />
  12. 12. i•den•ti•fi•ca•tion<br />[ahy-den-tuh-fi-key-shuhn,]<br />noun<br />The convergence of brand's values with that of the person, and the degree to which the brand is regarded as having personal relevance.<br />Typically represented by concentric <br />circles moving closer.<br /> <br />You Brand<br />WHO? What is connecting community members?<br />Importance of brand and/or topic involvement.<br />
  13. 13. Key learning 2<br />What makes research communities work?<br />
  14. 14. WHAT? Commitment from community members.<br />Meet & greet, taking them on a guided tour, giving back.<br />
  15. 15. WHAT? Empower & entertain them.<br />Let them have their say. Enable them to share enriched content & social content.<br />
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  18. 18. WHAT? Let them play.<br />Gamify your research and be amazed by the boost in reactions!<br />
  19. 19. Levels? Badges? Status? Seriously?<br />Do they matter?<br />
  20. 20. Battle to earn badges<br />“We are lagging behind! I am sure with a gobby lass like me we can head back to the top!!! “<br />“When I got my expert badge I bragged to my family and said 'there see I told you I was an expert' lol its not often we get called such things so why shouldn't we be pleased with ourselves”<br />Wow first place thats great and I would say a very big thank you to The Duchess and Hettie who have placed some great posts.<br />
  21. 21. We like to be challenged<br />Didn’t you ever try to beat the system?<br />
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  23. 23. Co-development Facebook page<br />
  24. 24. Challenge the designers<br />
  25. 25. Be our eyes & ears...<br />
  26. 26. Key learning 3<br />How to make research communities work?<br />
  27. 27. Being able to mix<br />The story<br />Equilibrium<br />The methods<br />The results<br />HOW? Creating an experience is hard work.<br />Creating the right mix.<br />
  28. 28. HOW? Commitment from the moderator.<br />Instead of the X-factor, we talk about the C-factor.<br />
  29. 29. HOW? Commitment from the company.<br />Buy-in, engagement, input.<br />
  30. 30. HOW? Go beyond the 30 min debrief.<br />Don’t present engage, inspire & let them act!<br />
  31. 31. Bring the consumers into the boardroom<br />And you can take that rather literally if you like...<br />
  32. 32. Creating positive disruption<br />
  33. 33. Making research used<br />
  34. 34. Brainstorm and work together!<br />And move from results to actions...<br />
  35. 35. Create engaging experiences that inspire and are worth sharing<br />@tomderuyck<br />