Driving Your Brand with Research Communities (Stockholm June 2012)

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Driving Your Brand with Research Communities (Stockholm June 2012)

  1. 1. Dinko Svetopetric @DinkoSvetDirector of European Partnerships Driving Your Brand with Research Communities
  2. 2. Who am I…..@DinkoSvet
  3. 3. @DinkoSvet
  4. 4. @DinkoSvet
  5. 5. @DinkoSvet
  6. 6. @DinkoSvet
  7. 7. @DinkoSvet
  8. 8. 3 realities of Research Today@DinkoSvet
  9. 9. 1 Research is perceived as expensive time consuming and having unclear ROI@DinkoSvet
  10. 10. 2 “Consumers change so much during a recession, that they are often unr cognizab .” e le@DinkoSvet
  11. 11. 3 Consumers Turned from Content Recipients to Content Creators@DinkoSvet
  12. 12. Direct Contact – Having a Group of Your Customers in the room next door ALL THE TIME@DinkoSvet
  13. 13. We are competing for attention Not just time@DinkoSvet
  14. 14. Organizations are implementing consumers’ self expression, opinions and ideas within their own…. The Key Word is ENGAGEMENT@DinkoSvet
  15. 15. How to make sense of it all? Transaction Customer Social al Layer Layer Layer BI CRM Private - - Commun What? Who? ities - When? Why? How? CUSTOMER DIRECTION@DinkoSvet
  16. 16. Unstructured Social Media Private Community CRM Structured@DinkoSvet
  17. 17. Private Online Research Communities Targeted group of members whom you engage with and learn from over time.It’s an ongoing conversation with your consumers…@DinkoSvet
  18. 18. Make it a Branded Destination – Connect with open Social Media sources
  19. 19. Customise Look and Feel for Your Target Group Engage from the start – customised portals that are consistent with brands’ messaging@DinkoSvet
  20. 20. People want to have their voice heard!! 66% Of online adults say they are willing to participate in company online communities to develop products & services Source; Australians 18+; online users@DinkoSvet
  21. 21. In The World of Research That Means…..@DinkoSvet
  22. 22. Changing Things like this:
  23. 23. @DinkoSvet
  24. 24. What Works 1. You can’t always push content – give some control 1. Active brand participation 2. Engaging content – rich media 3. Showing impact of participation 4. Regular contact 5. Make them feel special - reward 6. Happy brands win – culture of FUN@DinkoSvet
  25. 25. Gamification of Activities – Turn Tasks intoQuests & Games@DinkoSvet
  26. 26. Fun makes the difference between success andfailure But stay relevant to your audience@DinkoSvet
  27. 27. Put your brand into context of people’slives You and You in your best your The inside of happy your fridge friend place “Hi, my name is Carol. My special Radox memory is that one night I had a bath and my now FIANCE asked me to MARRY him. That fragrance now always reminds me of that night!”@DinkoSvet
  28. 28. Support engagement – give power to change things@DinkoSvet
  29. 29. Don’t forget it’s a conversation – give feedback@DinkoSvet
  30. 30. Why to stay online only?Recruite for offline activities Community talkability Ability to target very tight niches Geographic clustering at recruitment Member retention tool@DinkoSvet
  31. 31. Integrate with offline events Staging customer closeness events@DinkoSvet
  32. 32.                               PROVE YOU          ARE LISTENING                                                                    
  33. 33. @DinkoSvet
  34. 34. Each Time!!
  35. 35. WHY CARE? 1. Your Customers Are Already Gathering (Somewhere) 2. Conversations & Interactions About Your Business Will Happen (Whether Or Not You’re There) 3. Your Brand Is Being Circumvented 4. It’s The World’s Largest Focus Group 5. It Can Be The Most Effective Way To Reach Your Customers (When Done Right)@DinkoSvet
  36. 36. It´s an emerging trend that is here to stay! What emerging techniques will be used in 2012? Online Communities 66% 64% Soial Media Anlaytics Mobile Surveys Text Analytics Webcam-based… Apps-based Research Nearly 2/3rds of Mobile Qualitative brands will use Mobile Ethnography Private Research Eye Tracking Communities in Virtual Enrironments Crowsourcing 2012 Visualization Analtytics Predicition markets Bionetric Response Reserch Buyer or Client Gamification methods Research Provider or Supplier NeuroMarketing Facial Analysis 0% 20% 40% 60% 80% GRIT REPORT SPRING 2012@DinkoSvet
  37. 37. Thank you

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