3. 3 types of strategic focus (Tracey & Wiersema)
Operational
Excellence
Customer
Intimacy
Product
Leadership
Provide customers with
good, standard products
at low cost
Provide customers with
high quality innovative
products
Provide customers with
personalized products
that exceed
expectations
4. 3 types of strategic focus (Tracey & Wiersema)
Operational
Excellence
Customer
Intimacy
Product
Leadership
Provide customers with
good, standard products
at low cost
Provide customers with
high quality innovative
products
Provide customers with
personalized products
that exceed
expectations
78. 78
Meet eBay
Meet Katia
THEIDEATIONTOOL
Delivery system
Customer service
Mobile shopping
Do you have any idea on how Ebay can
optimize and improve the current delivery
system? What are you expectations? Where
does it currently go wrong? What
improvements are needed?
Do you have any idea on how Ebay can
optimize and improve the customer service
policies? What are you expectations? Where
does it currently go wrong?
Do you have any idea on how Ebay can
optimize and improve the mobile shopping
experience? What are you expectations?
Where does it currently go wrong?
109. ‘Online Communities’ become more and
more a true ‘Fusion Research’ tool that
allows for ‘triangulation’ on different
levels. Leading to more valid research
results, fresh inspiration and a deeper
understanding of the issue researched.
Frédéric Gennart / Inter IKEA Systems
124. From good to great
Focus groups were only giving
a snapshot of reality
Limited time spent with
consumers and a limited portfolio
of research techniques possible
Largely determined by the quality
and experience of the moderator
Internal stakeholders do not follow
sessions that often
127. Doing things
faster and more
cost-efficient
Gaining a higher
quality of data &
deeper insights
Doing things that
were just not
possible before
Evaluation of a method
130. Expectations
towards the
brand & the
Catalogue?
First
impressions
& second
thoughts?
Conversion
and impact on
the brand?
Evaluation of the 2013 Catalogue
Phase 1
Who is the
reader?
161. Diffusing research results
should be like getting those small
Magic Boxes from McDonald’s:
blending results, stories and quotes
Carole Lamarque / Linkman
162. Conversations from external stakeholders
Conversationsfrominternalstakeholders Proud
company
Conversation
company
Boring
company
Adored
company
Communication is key!
Engagement:- Not a secret anymore- Pay to Play for attention
Small groupInterested & InterestingDeep engagement
Eerste stap eind 2011, werd een grootschalige online enquête, om eerste feeling te krijgen vd doelgroep + leden te rekruteren vd communityDit moment werd al direct gebruikt voor media campagne, om het moment te claimen; 'het verlaten van het huis of nest', samen met studio brussel. Om te zorgen dat dit aansloeg bij de doelgroep, is de enquête volledig gamified (bijv. door modulair spelen, directe feedback en benchmarking met leeftijdsgenoten). Met meer dan 3.000 jongeren deelnemen, de enquête was een groot succes en de resultaten werden gedeeld en besproken op de 2 radiostations betrokken en opgepikt door verschillende andere media.
On our journey, we will explore 3 domains of the mobile research space. Let’s take a look at the first domain
A first opportunity that is often overlooked is within the area of sampling. So far, we made a clear distinction between online & offline research. However, mobile is bringing the best of both world when it comes to recruitment. We have the ability to recruit people for example via a QR code or link on the spot. They can give some first feedback in the heat of the moment. At this moment, we also ask their opt-in for later. So are consumers really willing to do this? We did the test in cooperation with Xandres, a belgian clothes manufacturer. In several of their shops, we distributed posters and leaflets with the link or a QR code to the survey. When scanning the code or surfing to the link, people could take a very short survey on their in-store experience and opt-in for more detailed questions later onwards. So how did it go? We benchmarked the results with the recruitment on their client databaseThe good news was that we were able to recruit a similar amount of people in store as via their client database.One disadvantage was that the recruitment went a bit slower because we were dependent on the number of visitors in the shopBut on the other hand, this method really delivered us less waste, since we are were looking for people who recentely shopped in the xandres stores, we had a spot on recruitment and on top, few costs to find the people.
So great success! Or not? We can wonder what the profile was of the participants in our in shop recruitment. Like in the early days of online research, there might be some representativity issues; So we assessed the profile of our participants. Our test showed us that we are right to be concerned. When comparing the profile of our sample with people recruited via the client database, we found some differencesThe biggest bias is on sociodemographics. We recruited mainly youngsters via the QR codes & leaflets in shop. Also people who took part in the store were more engaged with the brands in comparison with the benchmark. We also feared that that our ‘mobile’ sample was more technoligically savy but here as a matter in fact we did not find any differences…All-in all, it shows that mobile has a lot of opportunities for recruitment in case we are looking for a younger, more engaged consumer or users of a certain product/service
So, that’s the first domain with new opportunities: recruitment! Let’s take a look at the second domain…
Therefore we set up a test in cooperation with kinepolis. Kinepolis is the market leader in belgium when it comes to movie theater. They developed an app. To inform there clients about the new movies in the theater that best fit their movie profiel. You can see it here. Kinepolis was eager to measure the satisfaction of the app. Also they wanted to investigate more in-depth the profile of the app users. Finally, they also wanted to assess the ROI of the app. First of all we had to find app users. In our to cope with their questions, we installed a small pop-up in their app that invited them to take part in ther research. App users could answer a couple of questions before returning to the app and again gave their opt in for the follow up survey.
So how effective were we?We had our doubt if consumers would be willing to take part in-app research…Well we were amazed with the results when it came to recruitment. In less than 4 hours, 400 people subscribed to the researchIf you think about it, in app recruitment could be a new ecosystem for research…will we use it wisely?
So it was not a problem to get people to participate in the app. In total 6000 people took part. 25% of them also completed the (longer) follow-up survey. So we need to decide wisely on which question to ask in in the app and which afterwards. So we had another challenge, because guidelines are missing on this matter. What questions should we really ask in the heat of the moment? The key to solve this might lay in recall. Traditionally consumers are bad testimonials of their own behaviour. They do not always recall what they do. Mobile could solvethis, since we aks them the question on the spot. Mobile should allow us to get more accurate and new information.
Sothis was itforsurveysand mobile beyond the method…but whatabout the otherdomainsif the mobile research
Next to surveys, Mobile is also an exciting new domain for the Communities Such a research community is an online closed platform, where you invite people that share a strong interest, mainly use for qualitative research purposes. For example, this community here, called Come Dine With Me which we setup for Campbell’s australia. We invited 50 food mavens that all shared a strong interest in cooking to explore discuss new food trends This was the first community where we used our mobile app. With this app, members were now able to follow the same discussions via mobile as their desktops. Based on our first mobile community experiences, we want to share some first learnings with you
When we startedthis community, i was a bit worriedabout the engagement. Will members stillbeengagedwithour community throughsuch a small screen?
Does mobile make community members less engaged?
Actually no! it’s the opposite!It turns out take using a mobile app, makes members more engaged, because it helped them better to stay in touch on different moments. Some even confessed they would have spent less time on the ‘Come Dine With Me’ research community without the app. So, having a dual screen actually boosts the engagement.
Next to engagement, anotherthing i was a bit worriedabout, was the richness we usually get of the posts. As a community manager, i’musedtogettingamazingly long posts, full of interestinginsights.But how does thatworkwhenyoudon’tusesuch a keyboard?
Will such a smaller screen result in lessrich data?
Luckily not! We actually didn’t get more posts, but we got more different contributions, with much more pictures and video’s, made in the heat of the moment. This is really insightful for topics of their cooking experiences.And by offering mobile app, members start to decide on the format of their posts themselves. Is a photo, video or text more relevant?
I want to share an example of this one community member above. He was preparing a recipe of sweet mashed patatoes and it did not go as plannendHe had a bit of an acccident with the blender when preparing a new recipe….With his mobile phone, he decided the share his experience directly with the community. And he made the decision on that moment share a video instead of a photo, because he wanted to fully capture the moment. Unfortunately I can’t show you the video through this webinar. But this example shows that members are triggered to think about their contributions and share feedback in the format that is more relevant.
So, based on ourexperienceswith mobile, we seethat desktop & mobile are best friends, eachhaving different benefits. it’s the duality of both desktop connectionand mobile giveshighest engagement andrichestcontributions.
We have explored the 3 domains; recruitment, mobile marketing as a topic with an example of surveys and finally, mobile&communities
We have explored the 3 domains; recruitment, mobile marketing as a topic with an example of surveys and finally, mobile&communitiesThis brings me to the end of our mission in space.
Facilitator of everything we doEvolve with internet technology: platforms like Facebook set the expectations of partcipants/clients in terms of features and look and feel
FasterCheaperBetterAlle 3... >> CCB
Different about 2013 edition
Since the launch of interactive digital TV in 2005, costumers are able the choose what and when they want to watch their content. Now they can also choose where to watch it.Yelo provides digital TV on mobile devices, iPhone, iPad and also on your computer.
Conversations are embedded in the development from Yelo, right from the start. This story explains how we applied conversation management around Yelo to research in 3 steps: observe, facilitate, joinWe observed and analysed conversations in the open community in the first stage, participants were recruited from the open community for a closed pre-launch community and they + non selected were invited to continue sharing their thoughts in the open community in the last phase.More than a story on conversation management, this project is about integrating this with research.
Let’s travel back in time: 6 months ago, on December 17th 2010, Telenet launched Yelo in bèta.
Right from the launch the voice of the customer was key: the press conference was streamed live on the Telenet website, questions on Twitter were even answered live and in every communication Telenet welcomed feedback and ideas.
This input was tracked through a social media netnography. Conversations about Telenet and Yelo were monitored on Twitter, blogs, Fora and Facebook.
This wordcloud provides an overview of the words that were often mentioned in the discussions. When you just manage conversations, the output might be to chaotic to learn from…As we can see hear, Yelo seems to have a great fit with the iPad, but it’s not yet clear WHY?
Through text analysis we bring structure into these conversations to use them for research.Almost 2.500 conversations were analyzed, resulting in theme detection through pattern detection.For each theme, we determine the size of the cluster and the sentiment of the cluster1: Act: themes in the market that are often mentioned with a negative sentiment2: Develop: themes in the market that are often mentioned with a positive sentiment3: Threats: themes with negative sentiment that are currently not often mentioned but that are explicitly negative for certain market niches4: Potential: themes with mixed sentiment that are often mentioned. In the future, we can try to influence the sentiment of those themes positively
The netnography provided us with bottom-up themes that were conversational for users. In order to provide us with the reason why, answers to pre-defined questions and more in depth discussions, we need to take it to the next level: an online research community.We facilitated the conversations on a closed community platform with a selection of active Yelo-users.
We invited Yelo users to share their opinion and co-create Yelo in a prelaunch community community. We received more than 1800 submissions and selected 100 users, based on their device usage, social demographics and being influential on new media and technologies.A prelaunch community can typically take place before launch or in bèta launch of a product and will provide insights into the experience, improvements based on testing, and co-creation around positioning and communication.Based on their experience we collected improvements, input for webcare, guideline for the content to provide and inspiration for the go-to-market strategy in a 3 step process:Exploring their current and future usage of Yelo, review the different functionalities in detail and by consecutive learning, this was the basis for the co-creation phase where users came up with new features.
Before a community we have a live introduction session, and there it already became clear that users were very excited to be part of the Yelo development team.
This also resulted in a group of highly involved and enthusiastic Yelo ambassadors. It would seem wrong to just say ‘thank you, come again’. Therefore we continued the conversation management in a third step.
TheYelo community was an exclusive collaboration between a select group of users, InSites and Telenet. By discussing their usage with peers, in depth insights were defined.Let’s take a look at the community…
The topics have a recognisable structure and become more attractive by integrating visual stimuli.
As fitting in a prelaunch community, all those aspects are tackled…Of course the Yelo-developers also had some possible improvements in mind, therefore it was interesting to see how they fitted together with the features the users requested. It was key to provide some structure in all these suggestions to further define the development roadmap.Content: length dependent on screen size
If you would ask an engineer how to put the different types of improvements on the development roadmap, it would seem obvious to start with the basics, move over to the satisfier and end with the addicters.But we have a different logic, it’s a parallel track. All 3 types need to tackled simultaneously. If you it takes 6 months or 1 year to solve the basics, no one will take about your application, not for the bad, nor for the good. By integrating all 3 levels, conversations will have a lasting impact on the development roadmap.
Not everybody could join the closed research community, since this requires an in depth collaboration with a select group of users…We joined the conversation in a community afterparty, where we integrated output and findings from the research community in the moderation.
We invited the Yelo ambassadors from the online research community to join the Facebook fan page to continue sharing their thoughts on the development of Yelo. This provided us also with an opportunity to invite the non-selected participants to join the conversation.The conversation will be enriched with the findings from the research community.Length dependent on screen size, feedback
Active moderation of the Facebook page and daily new topic resulted in more views, which is logic…
We had a clear approach, every fan that posted something either positive or negative on the Facebook wall, was a possible ambassador. By turning a negative into a positive by quick webcare response, ambassadors were created. After a while users started helping out each other and they continued to co-creation process spontaneously.
This is how we conversations were embedded in the launch of Yelo in 3 steps: observe, facilitate and join.
