How Online Customer Communities will reshape your Business - InSites & Heinz

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Presented by Tom De Ruyck, Head of Research Communities, Insites Consulting
& Joella Marsman, Consumer Insights Manager, HJ Heinz
at Qualitative360 Asia 2013
19-21 November 2013, Singapore

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://qual360.com/

Published in: Business, Technology
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How Online Customer Communities will reshape your Business - InSites & Heinz

  1. 1. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360
  2. 2. Platinum Sponsor Media Sponsors Association Partners
  3. 3. 1 MROCs Challenges & Opportunities What are the challenges and opportunities to sell this internally and externally Outline Company (impact on the company) Research objective & approach ? Challenges (fears, barriers, disadvantages.) Meet the UK mums ? Moments & Needs: A week in the life of a UK mum Opportunities Opportunities ? ? Consumer (impact on consumers) (Drivers, advantages.)
  4. 4. 1 Structural collaboration with consumers What are the challenges and opportunities to collaborate & co-create with consumers? Outline Company Resistance for new initiatives (impact on the company) Cost-efficient Positive WOM Research objective & approach Kill own ideas Are we open-minded? Loads of unstructured info Unsure results Challenges (fears, barriers, disadvantages.) Brand positive efforts Meet the UK mums Consumer relevant ideas Moments & Needs: Unsolicited feedback A week in the life of a UK mum Opportunities Heavy workload Fun No ‘salary’ for ideas Helping others Good ideas, not executed Other ways to get famous with my ideas (Drivers, advantages.) Opportunities Recognition from the company Consumer (impact on consumers) Skill development Information seeking Personal need
  5. 5. 1 Structural collaboration with consumers What are the challenges and opportunities to collaborate & co-create with consumers? Outline Company (impact on the company) Resistance for new initiatives Kill own ideas Are we open-minded? Loads of unstructured info Share results & ROI examples of MROCs Research objective & approach& position it well Gather ideas from all stakeholders Start with a mums Meet the UK pilot that is adapted to the culture Visualize the data in KIS & FUN way Moments & Needs: Reporting models formulated in A week in the life of a UK mumadvance Opportunities Unsure results Challenges (fears, barriers, disadvantages.) Opportunities Heavy workload No ‘salary’ for ideas Good ideas, not executed Other ways to get famous with my ideas (Drivers, advantages.) Balance tasks & exercises Giving recognition& status (e.g. PR mentions) Manage expectations from the start Making things better together is more important than individual prestige Consumer (impact on consumers)
  6. 6. Insighting Developing Business Objectives Optimizing Implementing
  7. 7. 2 Design the community How will your community be setup? 3/ What are your questions & tasks for the consumers? • .. • .. 2/ What’s the main goal of your community? • .. • .. 1/ Who will you select (profile, number)? • .. • .. 3/ Questions & tasks 2/ What 1/ Who
  8. 8. CHOOSING YOUR Pilot Project
  9. 9. Conversations from internal stakeholders Communication is key! Proud company Conversation company Boring company Adored company Conversations from external stakeholders
  10. 10. Internal
  11. 11. Internal
  12. 12. Internal
  13. 13. Internal
  14. 14. External
  15. 15. 3 How to make MROC results impactful: internal & external How can your community results be used internal and external to create most impact? How Outside the company Within the company Who ? ? ? ?
  16. 16. 3 How to make MROC results impactful: internal & external How can your community results be used internal and external to create most impact? Outside the company Within the company Who How Board Video’s & info graphics Brand Management Playing games about consumers R&D & Research Workshops & reports All employees Consumer news (online & offline) Brand fans & users New & social media Consumers General & niche/trade press PR Adversaries Conversation management
  17. 17. It’s an EVOLUTION, not a REVOLUTION!
  18. 18. Sharing IS caring
  19. 19. linkedin.com/in/tomderuyck @tomderuyck tom@insites-consulting.com www.insites-consulting.com New York – London – Ghent – Rotterdam – Timisoara
  20. 20. Platinum Sponsor Media Sponsors Association Partners
  21. 21. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360

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