1. InSites Consulting increased engagement on Diesel's Pinterest page through a hybrid research methodology involving social listening, netnography, surveys, and visual analysis to understand current followers and identify key audience segments.
2. They leveraged these insights internally to create a research-based activation exhibit that resonated with key audience passions around luxury brands and standing out.
3. Externally, the activation significantly increased followers, identification with the brand, store visits, website traffic, and consideration of purchasing - transforming passive followers into active brand advocates.
Audience engagement in the new digital. Audience first conference, 16 July 2014CharityComms
Lindsay Herbert, global head of digital, Precedent
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
Have you thought of creating videos to raise awareness for your cause? Have you felt overwhelmed by the technical aspects of video? Videos are a golden opportunity to connect with your audience and move them to take action. In this training you will learn how to create effective, value based videos that get results! Find out why the Wall Street Journal, BBC and Mashable are using Tout to capture and post 15 second DIY videos. Learn practical and actionable strategies on creating, publishing and distributing your videos. Finally, we will explore the power of visual storytelling and how you can leverage video to connect with your audience and activate them to share, engage and retell your message.
Audience engagement in the new digital. Audience first conference, 16 July 2014CharityComms
Lindsay Herbert, global head of digital, Precedent
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
Have you thought of creating videos to raise awareness for your cause? Have you felt overwhelmed by the technical aspects of video? Videos are a golden opportunity to connect with your audience and move them to take action. In this training you will learn how to create effective, value based videos that get results! Find out why the Wall Street Journal, BBC and Mashable are using Tout to capture and post 15 second DIY videos. Learn practical and actionable strategies on creating, publishing and distributing your videos. Finally, we will explore the power of visual storytelling and how you can leverage video to connect with your audience and activate them to share, engage and retell your message.
The travel, tourism and hospitality industry is one of the most dynamic industries in today’s global economy. Tourism is typically one of the top three sources of revenues for cities, states and countries worldwide
Digital Marketing Masterclass - Alastair BanksHanna Mepstead
Using digital tools to help you source experts, promote and market yourself and your products
The whole ‘business to business’ social media space is in a huge state of flux with new means of getting information on markets and industries and targeting and reaching customers. In this masterclass, we review the latest tools, techniques and platforms, and give you the chance to practice them.
Understanding Social Media Networks for Financial Advisors - A Webinar for Ac...Jay Palter Social Advisory
Social media networks are rapidly changing the communications landscape for many businesses, including financial services. There is an explosion of new ways to connect and new places to do so online. Consumers are leading the way, armed with a dizzying array of new devices and tools - and businesses risk being left behind.
In this webinar, we will introduce Financial Advisors to the human and technological aspects of social media networks and how consumers are using them to find, research and engage with professional service providers. Emphasis will be placed on understanding the key elements of effective social media strategy and not on any specific tactics.
Jay Palter is a social media consultant with a career spanning two decades in financial services, software development and marketing. He writes a regular column for Advisor.ca on social media strategies.
Webinar: Structural Collaboration with ConsumersInSites on Stage
Smartees Webinar on Structural Collaboration with Consumers. Presentation by Niels Schillewaert and Filip De Boeck, hosted by InSites Consulting on October 18, 2012.
Social Business Strategy & Plan 8 Steps to Develop & Sustain Social BusinessPam Moore
Social business is a journey of sustainability, not a destination. Dive into the why, what and how of setting goals, understanding your audience, integrating new media, aligning to business goals, choosing technology investment, empowering employees and sustainability.
This presentation was delivered for a client in Poland and audience of C-Level executives in the insurance and financial industry.
Feel free to leverage content with full attribution to source with link to http://www.themarketingnutz.com and http://www.pammarketingnut.com. No copy/paste or duplication of content is permitted. Protected by Copyright 2014.
LinkedIn and Social Media for IFAs and Financial PlannersPhilip Calvert
The IFA and Financial Planner’s Guide to Social Media and LinkedIn.
For details of our next LinkedIn training for IFAs, Financial Planners, Wealth Managers and Financial Advisers, contact: events@ifalife.com
The 4 P's of Personal Branding - RELOADED editionCasey Knox
The 4 P's of Personal Branding is a strategic approach to building a solid personal reputation online. This is a reloaded presentation with more stats, more insights, and more ideas for building and growing your personal brand online.
Companies fiddle constantly with their incentive plans and sales executives are always looking for ingenious ways to motivate their teams. If sales targets are missed, they blame the sales compensation plan and start over. Meanwhile, The finance organization views the comp plan as an expense to manage. That’s not
surprising: Sales force compensation represents the single largest marketing
investment for most B2B companies. So naturally finance tries to ensure that comp
plans have cost-control measures designed into them. Additionally, many companies
respond to cost-cutting pressure from the finance department with incentives that
backfire. More often than not, controls encourage salespeople to spend time with
customers according to the company’s internal needs, rather than when the customer
is ready to buy.
This is the world of the sales machine, built to outsell less focused, less disciplined competitors through brute efficiency and world-class tools and training. Recently
sales has been caught off guard by dramatic changes in customers’ buying behavior and sales performance has grown increasingly erratic. The very approaches that made the sales machine so effective now make selling harder. The sales machine is stalling. Leaders must abandon their fixation on process compliance and embrace a flexible approach to selling driven by sales reps’ reliance on insight and judgment.
More Related Content
Similar to Vlerick conversation management platform insites
The travel, tourism and hospitality industry is one of the most dynamic industries in today’s global economy. Tourism is typically one of the top three sources of revenues for cities, states and countries worldwide
Digital Marketing Masterclass - Alastair BanksHanna Mepstead
Using digital tools to help you source experts, promote and market yourself and your products
The whole ‘business to business’ social media space is in a huge state of flux with new means of getting information on markets and industries and targeting and reaching customers. In this masterclass, we review the latest tools, techniques and platforms, and give you the chance to practice them.
Understanding Social Media Networks for Financial Advisors - A Webinar for Ac...Jay Palter Social Advisory
Social media networks are rapidly changing the communications landscape for many businesses, including financial services. There is an explosion of new ways to connect and new places to do so online. Consumers are leading the way, armed with a dizzying array of new devices and tools - and businesses risk being left behind.
In this webinar, we will introduce Financial Advisors to the human and technological aspects of social media networks and how consumers are using them to find, research and engage with professional service providers. Emphasis will be placed on understanding the key elements of effective social media strategy and not on any specific tactics.
Jay Palter is a social media consultant with a career spanning two decades in financial services, software development and marketing. He writes a regular column for Advisor.ca on social media strategies.
Webinar: Structural Collaboration with ConsumersInSites on Stage
Smartees Webinar on Structural Collaboration with Consumers. Presentation by Niels Schillewaert and Filip De Boeck, hosted by InSites Consulting on October 18, 2012.
Social Business Strategy & Plan 8 Steps to Develop & Sustain Social BusinessPam Moore
Social business is a journey of sustainability, not a destination. Dive into the why, what and how of setting goals, understanding your audience, integrating new media, aligning to business goals, choosing technology investment, empowering employees and sustainability.
This presentation was delivered for a client in Poland and audience of C-Level executives in the insurance and financial industry.
Feel free to leverage content with full attribution to source with link to http://www.themarketingnutz.com and http://www.pammarketingnut.com. No copy/paste or duplication of content is permitted. Protected by Copyright 2014.
LinkedIn and Social Media for IFAs and Financial PlannersPhilip Calvert
The IFA and Financial Planner’s Guide to Social Media and LinkedIn.
For details of our next LinkedIn training for IFAs, Financial Planners, Wealth Managers and Financial Advisers, contact: events@ifalife.com
The 4 P's of Personal Branding - RELOADED editionCasey Knox
The 4 P's of Personal Branding is a strategic approach to building a solid personal reputation online. This is a reloaded presentation with more stats, more insights, and more ideas for building and growing your personal brand online.
Companies fiddle constantly with their incentive plans and sales executives are always looking for ingenious ways to motivate their teams. If sales targets are missed, they blame the sales compensation plan and start over. Meanwhile, The finance organization views the comp plan as an expense to manage. That’s not
surprising: Sales force compensation represents the single largest marketing
investment for most B2B companies. So naturally finance tries to ensure that comp
plans have cost-control measures designed into them. Additionally, many companies
respond to cost-cutting pressure from the finance department with incentives that
backfire. More often than not, controls encourage salespeople to spend time with
customers according to the company’s internal needs, rather than when the customer
is ready to buy.
This is the world of the sales machine, built to outsell less focused, less disciplined competitors through brute efficiency and world-class tools and training. Recently
sales has been caught off guard by dramatic changes in customers’ buying behavior and sales performance has grown increasingly erratic. The very approaches that made the sales machine so effective now make selling harder. The sales machine is stalling. Leaders must abandon their fixation on process compliance and embrace a flexible approach to selling driven by sales reps’ reliance on insight and judgment.
Companies have become savvy customers; they have often determined the solution and the supplier they need, and the price they are willing to pay, before the salesperson enters the scene. In this competitive environment, the premium on finding, training, motivating and retaining star performers has never been higher.
Because firms only measure past sales performance, they have limited insight into how a salesperson will do going forward and what types of training and incentives
will be most effective. Failing to forecast a salesperson’s future value can lead to costly misallocation of training and incentive dollars. Many firms overvalue their poor performers and undervalue their stars, which might lead to undervalued top salespeople to slip trough their fingers and into competitors’ arms. This article illustrates a novel method for measuring a salesperson’s future profitability to the firm. Future performance is linked to specific types of training and incentives and show how those investments can dramatically boost revenue.
Social networks are critical in sales. Companies and salespeople can improve
performance significantly by understanding the interplay among the different webs
of customers, leads and colleagues they develop.
The sales process can be represented as four distinct stages, which all require a
different set of abilities and network configuration. If salespeople and managers
understand how networks function, they can pinpoint the most effective network
configuration for each stage of a sale and take the actions necessary to create it and
outshine competitors. In each stage of the sales process, the salesperson’s efforts
come down to two essential and complementary types of network-management
actions: managing the information flow and coordinating the efforts of contacts. This
article offers a framework for systematically managing different social networks, by
matching the network to the task. The article also presents three levers managers
can use to encourage salespeople to integrate the network-based view and make the
best possible use of social networks.
This document summarizes three connected pieces of work by Steve W. Martin, that should resonate with salespeople and sales managers alike. A lot of research has been conducted concerning the right capabilities a salesperson should have to become a high-performing top salesperson. This project involved the interviewing of top salespeople and sales leaders to gather more information
about the attributes necessary to exceed your quota.
This interesting articles suggest that successful salespeople need not always
exhibit extrovert tendencies, nor will salespeople be at a complete disadvantage
if they introverts. The author works on a concept proposed by bestselling author
Daniel Pink and proposes the ambivert (referring to an individual who falls
between an extrovert and an introvert) as the ones who are more likely to be
successful in the long run. Basing himself on a sample of salespeople, Adam
Grant, proves his point and offers some pointers for sales managers.
In this article, the authors suggest that sales managers need to realize that not all sales visits to the customers will necessarily create value for the customer. Sales managers need to realize that different sales processes exist when dealing with customers and the key factor determining the sales process is got to be based on how much value a salesperson can bring to the customer. The
authors go on to identify three different types of sales processes and give reasons as to why value based segmentation is the best way to help your salespeople deliver value not just for their customers but also for themselves.
Based on extensive research, this study by the Corporate executive Board
(CEB) builds on their idea of the challenger sale by providing strategies by
which salespeople can better understand the diversity that exists in the decision
making unit of the customer and work on making sure that the diversity does
not drive apart the customers from a key decision. On the contrary successful
salespeople work on developing a consensus in the decision making unit of the
customer and using this to drive home the sale. The various strategies to help
consensus are then elaborated in the article.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
How libraries can support authors with open access requirements for UKRI fund...
Vlerick conversation management platform insites
1. www.insites-consulting.com
How we increased the value of the
Diesel Pinterest page
The art of research
October 2013
Sophie Van Neck | Senior Research Manager | InSites Consulting
M +32 472 418 640 | T +32 9 269 15 39 | E sophie@insites.eu
2.
3. Founded 1997 as a business school spin-off
Structure Fully independent, 7 managing partners
Growth Average yearly growth +25%
Locations USA I ROM I UK I NL I BE
Team 125 passionate & talented people
Reach Global Consumer & Moderator Network
Clients +35% of 2012 Best Global Brands (Interbrand)
Awards ESOMAR I AMA I ARF I MRS I MOA I AMMA
4. Life Sciences & Healthcare
AstraZeneca I Barco Healthcare I Baxter I Bayer Healthcare I Bristol-Myers Squibb I GSK I Janssen I Johnson &
Johnson I Lilly I Merck Serono I Nutricia Advance Medical Nutricion I Pfizer I Roche I Sanofi Pasteur MSD I UCB
Media & Entertainment
BBC World I Bloomberg I Google I Kinepolis | LinkedIn I National Geographic I News International I RTL I
SBS Broadcasting I Sony I Viacom Media Networks I VRT I VMMa I Stievie I Yahoo!
Financial Services
ABN AMRO I BNP Paribas Fortis I ING I MasterCard I PayPal I Rabobank I US Bank
FMCG / CPG
AB InBev I Avon I Beiersdorf I Campbell Foods I Carlsberg I Chiquita I Coca-Cola I Danone/Dannon I Diageo I
Ferrero I Givaudan I Heineken I Heinz I Kellogg’s I Kraft I McDonald’s I Nestlé I PepsiCo I Reckitt Benckiser I
Sara Lee I Unilever
(international) clients
Technology & Services
AirFrance KLM I AT&T I eBay Classified Group I IKEA I Panasonic | Philips | Skype | SkyTeam | The Phone
House I TomTom I TUI | UPC | Vodafone Group Services
5. We allow participants to ENGAGE with us
anytime, anywhere (online, mobile,
asynchronous methods…). We make it fun
for them to give more & better answers
(gamification, audio-visual cues, design…).
We empower them to be co-researchers
(crowd interpretation, co-moderation…).
Online
Group
Discussions
Consumer-led
Ethnography
Research
Communities
Social Media
Listening &
Netnography
1on1
Online
Interviews
Digital
Surveys
Engage
METHODS
9. Knowledge
Leverage
We engage consumers to think
harder and better. We activate
them to structurally collaborate
with us and our clients to co-
create the future of brands.
1.
10. 2.
Internal Leverage
We drive ultimate consumer
centricity by engaging employees
and other stakeholders around
the consumer. By bringing
consumers inside organizations, we
change people’s hearts, minds and
actions and create internal
alignment.
11. 3.
External Leverage
By turning research into a unique
consumer experience, we create
a meaningful impact on your
brand. Through deep
engagement and collaboration
with consumers, we drive
positive brand conversations and
ultimately growth.
12. 12
12
The art of research
How we increased the value of the Diesel Pinterest page
43. www.insites-consulting.com
New York I Timisoara I Ghent I Rotterdam I London
Evergemsesteenweg 195 I 9032 Ghent I Belgium
Thank you!
Sophie Van Neck
Senior Research Manager
Sophie@insites-consulting.com
@sophievanneck
be.linkedin.com/in/sophievanneck
+32 472 41 86 40
44. Meet us in one of our 5 offices
Connect on LinkedIn
Become friends on Facebook
Download free content on Slideshare
Read corporate InSites Consulting blog
Read ‘Conversation Management’ blog
Read ‘How Cool Brands Stay Hot’ blog
Join our ‘Smartees’ events
www.insites-consulting.com
Stay tuned!
Editor's Notes
In the old world,marketers werein control.We were sending out a message and wanted people to react on it. Today, we see that consumers have moved into the driver’s seat, more so than ever before. We see marketing moving toward working together with consumers, to collaborate with them. We need to move from marketing TO fans…to marketing through fans. To do so, many marketers tap into the power of social media. But doing effective marketing in this new reality raises also lots of questions; how to find consumer insights to determine your social media strategy? what content can be best used to make your consumers tick? How to evaluate the success of your actions?
A couple of months ago, we received a similar request from Diesel, the clothing brands. They wanted to know how they could increase the value of their own Pinterest page. Most of you are probably aware of Pinterest but Pinterest can best be compared with an online scrape book. Users can post (‘pin’), search, like, comment and repost visual content into collections (‘boards’) that can be viewed from their profile. Pinterest offers an easy way to find and collect design and lifestyle ideas.Although the site was only launched in 2010, it quickly became one of the most popular social media sites ever. Early 2012, the platform was announced as the fastest site in history to break through the 10 million unique visitor mark (Techcrunch, 2012).Besides the fast expansion of the platform, Pinterest also has some other distinctive characteristics that have drawn the attention of marketers. To start with, it is one of the first visual platforms, which makes it ideal for brands to present their products to consumers. It can be viewed as a personal online catalogue where consumers pin their wish lists of products they would like to possess. The visual nature of the platform also makes it a great platform for branding: through visuals the brand personality can easily be expressed, e.g. by pinning both their own products as well as other visuals that express the identity of the brand. Second, Pinterest is unique because it has so far mainly attracted women (Van Belleghem & Thijs, 2012). And last, but not least, Pinterest is one of the platforms with the highest conversion rates. Recent statistics show that it drives more referral traffic to retailers and company websites than other social media platforms (Smith, 2013). It comes as no surprise then that the platform has also drawn the attention of the digital marketing department at Diesel. Diesel recognizes Pinterest as the ideal location to inspire and connect with females within their desired target demographic. Diesel launched their Pinterest page in the early days of the platform. Over the last year, they maintained their boards as a mirror of their Facebook content. Early in 2013, the growing popularity of the platform brought Pinterest into strategic focus in its own right. Additionally, considering Diesel’s strategic decision to increasingly focus on communicating with women, and the fact that Pinterest is overwhelming used by women, Diesel wanted to increase their efforts on Pinterest and to use it as a valuable channel to communicate with this target group online. So they turned to us with a need for insights on the best digital strategy for the Pinterest Diesel page. The Diesel project challenged us in several ways. To start with, we had to understand the current value of the Diesel Pinterest page. Let’s have a look at one of the most commonly used kpi’s to do so….
Wel most often, we look at behavioural measures; the number of likes, the number of followers... They foucs on large scal reach. But what does this really means? Generating reach is easy and can be bought, but ultimately it is only a reflection of a lot of low-value consumer brand-commitment. Real value lies in creating true engagement and brand intimacy with consumers.So to measure the real value of in this case the Diesel Pinterest page, we wanted to include also different measures in our research.
A first kpi to look at is brand identification. We often call somebody a ‘fan’ where in reality, he or she might not even identify that much with the brand.
In additiona, if somebody is truly engaged, he will help the brand. And it will lead to both online and offline advocacy: we should measure to what followers of the Diesel page brand do with the content and what impact their actions have on others. They will spread your message by connecting with their networks.
And last but not east, we should look at....conversion.like in traditional communication research, we want to know to what extent the content on the Diesel page stimulates consumers to visit the online shop but also the regular store. And ultimatly to buy more Diesel clothes.
So the first challenge for this project was to understand the value of the current Diesel page. However, we also had to detect the mechanisms that would help diesel to increase the value. Again, one could take a simple approach and reuse existing content...for example in case of Diesel, it means uploading a board with content of their fashion show or to put the same content on pinterest like with our other channels but is this really the content that will activate consumers?
So many challenges with this project...and to help Diesel out, we decided to use a combination of three approaches.
So many challenges with this project...and to help Diesel out, we decided to use a combination of three approaches.
First of all, we thought it was important to measure current behaviour & interactions on the Diesel Pinterest page. Therefore we parterned up with octopin, a social media monitor which is specialized in behavioural measurement of Pinterest activity. Through this approach, we were able to track the number of followers, pins, repins, etc but also the current top content of the page.
In addition, we also conducted netnography. Unlike social media listening, in netnography, you’ll take a more qualitative research approach to in this case the pins and you analyze the content specifically with the goal of finding new insighs. to find insights on social media, it typically requires that you take a more holistic approach so also in this case we started from a random selecting of Pinterest content from different pages into different categories. We decided to apply the guidelines for visual analysis put forward by Sara Pink which prescribes guidelines on how to analyze visual conent. By doing so we were able to cluster the content in digital persona’s. For each persona, we created a moodboard . comprising typical content that this persona would find engaging. In total we discovered 8 persona’s…However, to be truly succesful, we still had to link the persona’s and learing’ from the social medie monitoring to the Diesel target.
And therefore we applied a third method which we call an activation mapping; it is an essence it ia quantitative survey where we map the degree of activation & engagement of the Diesel target. For this research, we involved over 1200 consumers and we made sure that we had a mix of current followers of the Diesel page, Pinterest users & the online target. In this way we were able to profile there current followers both on socio demographic, lifestyl & passion points. In addition, we measured all nescessary kpi’s to determine their value like buying behaviour & intention, identification and advocacy. Moreover, we also presented the digital persona’s and ask them to what extent they identified withthis content so we could determine the right content for the page.
So how did this approach go for Diesel. Well at insites, we measure the success of our work with the aid of three kpi’s. First of all, we want to ensure that our client, in this case Diesel gets new insights. And indeed, they learnt a lot on several aspects. To start with, we were able to measure the value of their current Pinterest page.
Without going into all details, we found out that the current followers could really be classified as huge fans for example 57% of the group had a very strong identification with the brand; 53% considered Diesel as their favorite clothing brand and the average knowledge of Diesel, including the sub brands was very high. When looking at their buying behavior, almost half of them indicated that they bought the Diesel frequently and [respectively 58% and 67%] were planning for sure to visit the online and offline shop in the next two months. With a Net promoter Score of 56, they claimed to definitely recommend the brand to family & friends.
However, there was clearly room for improvement. It was clear that despite their enthusiasm, they were no advocates on Pinterest. They followers base of the Diesel Page was fairly small. In addition when looking at the amount of pins & likes, it was low.
A second thing that Diesel learnt was on strategy... Thorought the research we detect what makes the Diesel target tick.
Insites consulting did Previous research on this matter. We also wrote a book about this ‘how cool brands stay hot’ where we put forward a CRUSH formula on how to be successful as a brand today. One of the key insights is that brand success (Van den Bergh, 2012) states that identification is a crucial condition for building engagement. The personality of the brand and of the consumers should overlap. To be successful as a brand, you need to understand the identity of your consumers.
They want to impress people, look for status, show their style...
As mentioned before, we also linked the digital persona’s. we found that the current users of the page were engaged by two persona’s in specific. The first one was what we had labelled as the high street persona. This people are very motivated by keeping their body into shape, they like fashion, luxury. Also they tended to pins lots of content related to drinks and exclusive parties.
A second persona that the current followers identified with was completely different. They were the model mainstreams… For them looks were also important but they were much less edgy. They represented mainly females aspiring an exclusive educated, affluent young urban lifestyle. They liked fashion but they were looking for looks that were achievable for them.
So clearly we found a lot of new insights so we were definitly able to have a knowledge leverage. However, we also wanted to be sure that the results were used by the digital marketing team and also their agency. So to create an impact and to ensure that our insights would lead to action, we decided to use the power of images. Instead of just presenting the results, we organized a ‘research art exhibition’ for the digital marketing team that allowed the team to interact and engage with the content. The best way to demonstrate to you that we were able to create an internal impact with our research is of course to let our client directly speak at you so i have made a small movie. In the movie you’ll see two things:First of all, we have stefano, global head of digital marketing at diesel who will explain to what extent he learnt something new. In addition, you will see how the research art exhibitino worked.
As it told you, a part of the current followers were engaged by this persona, the model mainstream. They clearly indicated that they would prefer to more wearable fashion rather than just catwalk images.
Therefore, diesel decided to approach their swim wear collectiong this time differently instead of just showing the new collection, they made a board called ‘beached out’ where clothges were also presented in a more natural setting together with also non branded mood boards.
So, we were able to come up with new insights and also turn them into action. But how did that increase the value of the Pinterest page. It is of course a little early since we only finished the research quite recently but based on the new strategy that Diesel had implemented, we can already draw some conclusions.
First of all, after 4 weeks of implementing the new strategy, we saw that the followers base of the page increased with 25%. Although, the numbers are not huge yet, we clearly saw an uptake because of the research.
But we went beyond reach. We re-contacted the people who originally took part in the survey and ask them to evaluate the changes diesel had done to their pinterest pages. We see a clear effect both on brand identification & conversion. 65% top 2 boxes on to what extent does this content make you identify with the brand71% indicates that the new content ….
In addition, we also asked those people if they were following now the Pinterest page of Diesel. it is worth mentioning that from this 25%, 10% of the new followers were people who got enthusiastic about the Diesel pinterest page by particpating in our research. This result is for us important for us, since we see research as a branded touchpoint towards consumers. Research does not only changes organization like Diesel, it also changes the participants.
Finally, we also see that advocacy is really inreasing. Looking at absolute numbers, the nunber of repins so sharing on Pinterest increase with not less than 41%. Also 55% of the people indicated that the new content stimulated them to talk about diesel offline.
Although we are still a bit early to predict the future success of the page, i think i was able to illustrate that our combined approach let to positive results in this project. I will leave you with what is in my opinion is the main insight behind this success. It is moving from reach to relevance! Collaborating with consumers and understanding their identification is key for succesful brand activation. Thank you!