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Consumer Empowerment
  Case: Herta Word-of-Mouth campaign




        29/06/2011 – Stichting Marketing


           Roularta Conference Center - Brussels
Who are we?

• Expert in experience based
  C2C conversation stimulation

• Independent network

• 150.000 potential European
  brand ambassadors …
  and growing at a fast pace
The Insiders WoM-campaigns references
     Diageo             Nestlé        Sara Lee        Henkel                Diageo           Sara Lee         Chiquita




    Eurostar           Music Hall    Henkel         Sony Playstation     Johnson&Johnson          Colgate    Philips




   Albelli              Danone      Philips            Ecover          Nutrition & Santé          Clinique   Norton




Le Petit Marseillais    Sara Lee       Somatoline            Sara Lee                  Gillette              Colgate
How do we empower
consumers?
Great products create great experiences.
Great experiences trigger good word-of-mouth.
Dedicated campaigns boost WOM.
Keys to success?




Creative conversation stimulation   Close follow-up & interaction
The Insiders campaign.
2.000 Insiders / objective : break the consideration & credibility barriers.

                 Selection of Insiders                 VIP Pack

                                 1                 2

                                          3




                                  8 weeks of
                            conversations stimulation
Conversation stimulation
WOM-center        Newsletters




Community           Contest
Management
WoM Center: 1 on 1 interaction



                                   Read and respond




Insiders Reports
More reach,
More impact?
                 Active
               ambassadors


                              Impactful
                             ambassadors




                      Exclusive
                     ambassadors
How can we measure the
appropriate KPI’s?
MEASURE WOM
   1│ WOM-CENTER
   2│ 3 SURVEYS
   3│ WOM RESEARCH


   4│ ONLINE DISCUSSIONS
The InSites
research.
Out of the 2.000 Insiders, 750 were
selected to keep track of their
conversations in an online diary. Another
750 were invited every week to report the
conversations they had had during that
week in an online survey.

These Insiders were also asked to invite
their conversation partners to register on
a specific website. These Outsiders then
reported their conversations about the
product on a weekly basis.
Results
of the Herta WOM-campaign
1. Insiders are active ambassadors.
7%
                                   online




      93%
      offline



Online WOM is easy to see,
but only the tip of the iceberg.
54      10
                                                      46    28
                                                                    3
        2           78                           19
   89       45                                        36




On average, each Insider reached 46 people.
The pass-along effect (second generation reach) accounted for another 3,5 people
each time.
2.000 Insiders reached
400.000 consumers
face-to-face.
2. Insiders are impactful ambassadors.
High interest in new products

               Innovators            Influentials




    Social                                            Social
independence                                        influence
  Search for                                        Search for
 uniqueness                                         relevance




                Laggards             Followers
                  Low interest in new products
Mainstream             Influential

                                              40%
                                              BM: 74%                  51%
                                                                       BM: 10%



                                                        9%
                                                    BM: 16%
                                                        Innovator




Insiders are 5x times more likely to beGatekeeper Innovator
                                        an Influential.                           none
28%
                   45%          altered
                   improved
                                opinion
                  knowledge
      26%
    created new
     awareness




85% of conversations by Insiders had impact.
13% of conversation contacts
resulted in trial purchases.
Conversations make the
difference.
         Often




                        CONVERSATION STARTERS        OBJECTIVE ARGUMENTS

                        The campaign            Functional benefits
                            Taste                   Varieties
       MENTIONS




                          NEEDLESS EXTRAS              STIMULATE MORE


                          Promotions             Usage occasions
                                                  Point-of-sales
         Rarely




                  Low                                                      High
                                            IMPACT
3. Insiders become exclusive ambassadors.
Net promotor score (with a twist).
In this case we used it as a measure to estimate the long-term advocacy intentions
of the Insiders who were specifically recruited to buzz about Herta.
Herta                                  52   + 38          Herta                      73


    Dr Oetker                             28        -63       Dr Oetker                -35


      Imperial                           19         -56         Imperial               -37


     Delhaize                        4              -59         Delhaize         -50


       Ballade                  -3                  -54          Ballade         -55


   Marc Payot             -18                       -32      Marc Payot              -57


   Croustipate           -22                        -47      Croustipate    -65


    Carrefour            -23                        -42       Carrefour        -69


 Tarte complet     -47                              -29    Tarte complet   -74


           Gu     -49                                           Bel Bake -75


      Bel Bake   -58                                                 Gu    -83

Insiders become exclusive ambassadors
Key conclusions
WOM can be stimulated &
measured
More involvement,                           Reach* 200
More reach,         Short-term
                                              (in 2 generations)

More impact.                                        Impact

                             Active
                           ambassadors


                                           Impactful
                                          ambassadors

                       Long-term

                                                   Reinforcement

                                    Exclusive
                                   ambassadors
Thank you
For listening. Now let’s have
a conversation.
Let’s talk!
                                  info@theinsiders.eu
                                  www.theinsiders.eu
                                      TheInsidersEU



Bjorn Cassier                                 Head Office
                                              Grotesteenweg 110
         Managing Director
                                              2600 Antwerpen
           bjorn@theinsiders.eu               Belgium
                                              Tel: +32 3 206 70 66
           +32 476 804 746
           bjorn_insiders                      Other offices
                                               Paris | Düsseldorf | Milano | Basel
                                               Barcelona | Amsterdam

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2011 0628 the_insiders_stichtingmarketing_consumer empowerpent

  • 1. Consumer Empowerment Case: Herta Word-of-Mouth campaign 29/06/2011 – Stichting Marketing Roularta Conference Center - Brussels
  • 2. Who are we? • Expert in experience based C2C conversation stimulation • Independent network • 150.000 potential European brand ambassadors … and growing at a fast pace
  • 3. The Insiders WoM-campaigns references Diageo Nestlé Sara Lee Henkel Diageo Sara Lee Chiquita Eurostar Music Hall Henkel Sony Playstation Johnson&Johnson Colgate Philips Albelli Danone Philips Ecover Nutrition & Santé Clinique Norton Le Petit Marseillais Sara Lee Somatoline Sara Lee Gillette Colgate
  • 4. How do we empower consumers?
  • 5. Great products create great experiences.
  • 6. Great experiences trigger good word-of-mouth.
  • 8. Keys to success? Creative conversation stimulation Close follow-up & interaction
  • 9. The Insiders campaign. 2.000 Insiders / objective : break the consideration & credibility barriers. Selection of Insiders VIP Pack 1 2 3 8 weeks of conversations stimulation
  • 10.
  • 11. Conversation stimulation WOM-center Newsletters Community Contest Management
  • 12. WoM Center: 1 on 1 interaction Read and respond Insiders Reports
  • 13. More reach, More impact? Active ambassadors Impactful ambassadors Exclusive ambassadors
  • 14. How can we measure the appropriate KPI’s?
  • 15. MEASURE WOM 1│ WOM-CENTER 2│ 3 SURVEYS 3│ WOM RESEARCH 4│ ONLINE DISCUSSIONS
  • 16. The InSites research. Out of the 2.000 Insiders, 750 were selected to keep track of their conversations in an online diary. Another 750 were invited every week to report the conversations they had had during that week in an online survey. These Insiders were also asked to invite their conversation partners to register on a specific website. These Outsiders then reported their conversations about the product on a weekly basis.
  • 17. Results of the Herta WOM-campaign
  • 18. 1. Insiders are active ambassadors.
  • 19. 7% online 93% offline Online WOM is easy to see, but only the tip of the iceberg.
  • 20. 54 10 46 28 3 2 78 19 89 45 36 On average, each Insider reached 46 people. The pass-along effect (second generation reach) accounted for another 3,5 people each time.
  • 21. 2.000 Insiders reached 400.000 consumers face-to-face.
  • 22. 2. Insiders are impactful ambassadors.
  • 23. High interest in new products Innovators Influentials Social Social independence influence Search for Search for uniqueness relevance Laggards Followers Low interest in new products
  • 24. Mainstream Influential 40% BM: 74% 51% BM: 10% 9% BM: 16% Innovator Insiders are 5x times more likely to beGatekeeper Innovator an Influential. none
  • 25. 28% 45% altered improved opinion knowledge 26% created new awareness 85% of conversations by Insiders had impact.
  • 26. 13% of conversation contacts resulted in trial purchases.
  • 27. Conversations make the difference. Often CONVERSATION STARTERS OBJECTIVE ARGUMENTS The campaign Functional benefits Taste Varieties MENTIONS NEEDLESS EXTRAS STIMULATE MORE Promotions Usage occasions Point-of-sales Rarely Low High IMPACT
  • 28. 3. Insiders become exclusive ambassadors.
  • 29. Net promotor score (with a twist). In this case we used it as a measure to estimate the long-term advocacy intentions of the Insiders who were specifically recruited to buzz about Herta.
  • 30. Herta 52 + 38 Herta 73 Dr Oetker 28 -63 Dr Oetker -35 Imperial 19 -56 Imperial -37 Delhaize 4 -59 Delhaize -50 Ballade -3 -54 Ballade -55 Marc Payot -18 -32 Marc Payot -57 Croustipate -22 -47 Croustipate -65 Carrefour -23 -42 Carrefour -69 Tarte complet -47 -29 Tarte complet -74 Gu -49 Bel Bake -75 Bel Bake -58 Gu -83 Insiders become exclusive ambassadors
  • 31. Key conclusions WOM can be stimulated & measured
  • 32. More involvement, Reach* 200 More reach, Short-term (in 2 generations) More impact. Impact Active ambassadors Impactful ambassadors Long-term Reinforcement Exclusive ambassadors
  • 33. Thank you For listening. Now let’s have a conversation.
  • 34. Let’s talk! info@theinsiders.eu www.theinsiders.eu TheInsidersEU Bjorn Cassier Head Office Grotesteenweg 110 Managing Director 2600 Antwerpen bjorn@theinsiders.eu Belgium Tel: +32 3 206 70 66 +32 476 804 746 bjorn_insiders Other offices Paris | Düsseldorf | Milano | Basel Barcelona | Amsterdam