Annellies verhaeghe main stage - 2013

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The document summarizes a presentation given at the Festival of NewMR 2013 about how research was used to increase the value of the Diesel Pinterest page. A hybrid methodology was used, combining social media listening, netnography, and surveys. This identified different persona among Pinterest users and how to better engage them. Changes were then made to the Pinterest page's content and approach. Evaluation found these changes increased brand knowledge, identification, store visits, website visits, purchases, and created more brand enthusiasts through word-of-mouth.

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The art of research
How we increased the value of the Diesel Pinterest page
By Annelies Verhaeghe, Head of research Innovation, InSites Consulting
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

From marketing to people
to marketing through people
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

How to increase the value of the
Diesel Pinterest page?
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

That’s easy!
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

#3 Conversion
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

Challenge accepted
A hybrid methodology
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

Social media
listening
• Behavioural
measures
• # followers
• #pin & repins
• # likes
• # comments
• Top content
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

Home maker
Social media
netnography
• Clustering
Pinterest content
into online
persona’s
• Applying principles
of visual
ethnography
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

Knowledge leverage
The value of the current Pinterest page
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

Huge fans...
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

But no advocates on Pinterest
3277
5657
followers
7125
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

Knowledge leverage
What makes them tick
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

Luxury brands
Impress people
Show my style
Fun in life
No status quo
Excitement
Trendy products
Branded
The current followers
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

HIGH STREET
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

MODEL MAINSTREAM
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

Internal leverage
From insight to action
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

Exteral leverage
Did we have an impact?
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

25
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

71% knowledge
65% identification
67% store visit
69% website
59% buying
Changing the heart, minds & actions
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

+41%
+44%
55% wom
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

Moving from reach
To relevance
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage

Q & A
Annelies Verhaeghe
InSites Consulting
Ray Poynter
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This document discusses research conducted to increase the value of Diesel's Pinterest page. The research used a hybrid methodology including social media listening, netnography, surveys, and visual analysis. It found that while Diesel had many Pinterest followers, they were not advocates for the brand. Further research identified the interests and motivations of current followers. This insight was then used to create an art exhibition that increased brand identification, advocacy, and conversions for Diesel's Pinterest page according to post-research metrics. The research demonstrated moving from just reaching followers to increasing relevance and engagement.

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原版一模一样【微信：741003700 】【美国加州大学戴维斯分校毕业证成绩单】【微信：741003700 】学位证，留信认证（真实可查，永久存档）原件一模一样纸张工艺/offer、雅思、外壳等材料/诚信可靠,可直接看成品样本，帮您解决无法毕业带来的各种难题！外壳，原版制作，诚信可靠，可直接看成品样本。行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题，包您满意。本公司拥有海外各大学样板无数，能完美还原。 1:1完美还原海外各大学毕业材料上的工艺：水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700 【主营项目】一.毕业证【q微741003700】成绩单、使馆认证、教育部认证、雅思托福成绩单、学生卡等！二.真实使馆公证(即留学回国人员证明,不成功不收费) 三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度) 如果您处于以下几种情况： ◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】 ◇面对父母的压力，希望尽快拿到； ◇不清楚认证流程以及材料该如何准备； ◇回国时间很长，忘记办理； ◇回国马上就要找工作，办给用人单位看； ◇企事业单位必须要求办理的 ◇需要报考公务员、购买免税车、落转户口 ◇申请留学生创业基金留信网认证的作用: 1:该专业认证可证明留学生真实身份 2:同时对留学生所学专业登记给予评定 3:国家专业人才认证中心颁发入库证书 4:这个认证书并且可以归档倒地方 5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息 6:个人职称评审加20分 7:个人信誉贷款加10分 8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才办理美国加州大学戴维斯分校毕业证【微信：741003700 】外观非常简单，由纸质材料制成，上面印有校徽、校名、毕业生姓名、专业等信息。办理美国加州大学戴维斯分校毕业证【微信：741003700 】格式相对统一，各专业都有相应的模板。通常包括以下部分：校徽：象征着学校的荣誉和传承。校名:学校英文全称授予学位：本部分将注明获得的具体学位名称。毕业生姓名：这是最重要的信息之一，标志着该证书是由特定人员获得的。颁发日期：这是毕业正式生效的时间，也代表着毕业生学业的结束。其他信息：根据不同的专业和学位，可能会有一些特定的信息或章节。办理美国加州大学戴维斯分校毕业证【微信：741003700 】价值很高，需要妥善保管。一般来说，应放置在安全、干燥、防潮的地方，避免长时间暴露在阳光下。如需使用，最好使用复印件而不是原件，以免丢失。综上所述，办理美国加州大学戴维斯分校毕业证【微信：741003700 】是证明身份和学历的高价值文件。外观简单庄重，格式统一，包括重要的个人信息和发布日期。对持有人来说，妥善保管是非常重要的。

原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样

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学校原件一模一样【微信：741003700 】《(Sunderland毕业证书)桑德兰大学毕业证》【微信：741003700 】学位证，留信认证（真实可查，永久存档）原件一模一样纸张工艺/offer、雅思、外壳等材料/诚信可靠,可直接看成品样本，帮您解决无法毕业带来的各种难题！外壳，原版制作，诚信可靠，可直接看成品样本。行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题，包您满意。本公司拥有海外各大学样板无数，能完美还原。 1:1完美还原海外各大学毕业材料上的工艺：水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700 【主营项目】一.毕业证【q微741003700】成绩单、使馆认证、教育部认证、雅思托福成绩单、学生卡等！二.真实使馆公证(即留学回国人员证明,不成功不收费) 三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度) 如果您处于以下几种情况： ◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】 ◇面对父母的压力，希望尽快拿到； ◇不清楚认证流程以及材料该如何准备； ◇回国时间很长，忘记办理； ◇回国马上就要找工作，办给用人单位看； ◇企事业单位必须要求办理的 ◇需要报考公务员、购买免税车、落转户口 ◇申请留学生创业基金留信网认证的作用: 1:该专业认证可证明留学生真实身份 2:同时对留学生所学专业登记给予评定 3:国家专业人才认证中心颁发入库证书 4:这个认证书并且可以归档倒地方 5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息 6:个人职称评审加20分 7:个人信誉贷款加10分 8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才

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学校原件一模一样【微信：741003700 】《(英国UWS毕业证书)西苏格兰大学毕业证学位证》【微信：741003700 】学位证，留信认证（真实可查，永久存档）原件一模一样纸张工艺/offer、雅思、外壳等材料/诚信可靠,可直接看成品样本，帮您解决无法毕业带来的各种难题！外壳，原版制作，诚信可靠，可直接看成品样本。行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题，包您满意。本公司拥有海外各大学样板无数，能完美还原。 1:1完美还原海外各大学毕业材料上的工艺：水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700 【主营项目】一.毕业证【q微741003700】成绩单、使馆认证、教育部认证、雅思托福成绩单、学生卡等！二.真实使馆公证(即留学回国人员证明,不成功不收费) 三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度) 如果您处于以下几种情况： ◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】 ◇面对父母的压力，希望尽快拿到； ◇不清楚认证流程以及材料该如何准备； ◇回国时间很长，忘记办理； ◇回国马上就要找工作，办给用人单位看； ◇企事业单位必须要求办理的 ◇需要报考公务员、购买免税车、落转户口 ◇申请留学生创业基金留信网认证的作用: 1:该专业认证可证明留学生真实身份 2:同时对留学生所学专业登记给予评定 3:国家专业人才认证中心颁发入库证书 4:这个认证书并且可以归档倒地方 5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息 6:个人职称评审加20分 7:个人信誉贷款加10分 8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才

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一比一原版美国加州大学戴维斯分校毕业证如何办理

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Annellies verhaeghe main stage - 2013

1. The Festival of NewMR 2013 would not be possible without our sponsors. Thanks to: Gold Sponsors Silver Sponsors Session Sponsors Media Partner Festival Supporters • Q – Research Software • CreaMetrix Research • TapestryWorks • Keen as Mustard • CrowdLab • L&E Research • Schlesinger Associates • Focus Forums • eCGlobal Solutions • Revelation

2. 2 2 The art of research How we increased the value of the Diesel Pinterest page By Annelies Verhaeghe, Head of research Innovation, InSites Consulting Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

3. From marketing to people to marketing through people Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

4. How to increase the value of the Diesel Pinterest page? Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

5. That’s easy! Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

6. # 1 Brand Identification Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

7. #2 Brand advocacy Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

8. #3 Conversion Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

9. That’s easy! Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

10. Challenge accepted A hybrid methodology Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

11. Social media listening • Behavioural measures • # followers • #pin & repins • # likes • # comments • Top content Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

12. Home maker Social media netnography • Clustering Pinterest content into online persona’s • Applying principles of visual ethnography Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

13. Activation mapping • Quantitative survey • n = 1222 • Current followers of Diesel Page, Pinterest users & Online target • Profiling on socio demo’s, lifestyle and passion points • Activation profile • Identification with the Pinterest persona’s % Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

14. Knowledge leverage The value of the current Pinterest page Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

15. Huge fans... Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

16. But no advocates on Pinterest 3277 5657 followers 7125 Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

17. Knowledge leverage What makes them tick Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

18. Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

19. Luxury brands Impress people Show my style Fun in life No status quo Excitement Trendy products Branded The current followers Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

20. HIGH STREET Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

21. MODEL MAINSTREAM Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

22. Internal leverage From insight to action Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

23. Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

24. Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

25. MODEL MAINSTREAM Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

26. Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

27. Exteral leverage Did we have an impact? Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

28. 25 Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

29. 71% knowledge 65% identification 67% store visit 69% website 59% buying Changing the heart, minds & actions Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

30. Creating brand enthusiasts 51% Through our research Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

31. +41% +44% 55% wom Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

32. Moving from reach To relevance Annelies Verhaeghe, InSites Consulting, Belgium Festival of NewMR 2013 - Main Stage

33. Q & A Annelies Verhaeghe InSites Consulting Ray Poynter Vision Critical University

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