Download - C.I.M.E Presentation, Rome 9-10 May 2012
09/05/2012
How digital consumerinsights can drive
business value
2 Main USP’s
1) Super data man:
your data worries are our concern2) We help clients make more
money from their consumer data
Consumer Centricity @ Bisnode Interact
Channels
Magazine / 3 x per year Website / eCRM / Monthly
WE overview
Communication Strategy
Content she seeks
Our favourite
do-it-yourself
home projects
Insider shopping
and fashion
secrets revealed
Affordable
home-makeover
décor ideas
Star dinner party dishes
in under 30 minutes
Best me-time
advice to help
you look and
feel fabulous
Top 10 tips for
toddler-to-teen fun
Dating your
spouse: 7 great
date-night ideas
The must-have
guide to a clutter-less
home in no time
CONSUMER INSIGHTS
Social CRM
CONSUMER
CENTRICITY
BISNODE INTERACT’S SOCIAL CRM SOLUTION
50% longer consumer lifetime
54% more spending
56% stronger brand connection
Social Media is the new communication speedway
+
+-
Financial value
Socialvalue
AmbassadorsCore Buyers
InfluencersMisers
Creators
Critics
Collectors
Joiners
Spectators
Inactives
14%
19%
6%
29%
49%
40%
Europe
So a person with a high brand and/or category engagement, several profiles in
different social networks and a high network size is the best brand
ambassador.
Analysis of available social information
1. The Ambassador (WOM) program
2. P&G website
Identification of sources 3. Facebook raffles
4. Facebook fans
5. Twitter
Social
Value
Score
All social media
Brand mentions on Facebook
Mass Connectors
Mass Mavens
MM MM
MC MC4% 80%
11% 80%
Creators
Conversationalists
Critics
Collectors
Joiners
Spectators
Inactives
URL’s included in the twitter profile
Twitter user names identified
Website analysis
Website analysis
Creators
Conversationalists
Critics
Collectors
Joiners
Spectators
Inactives
URL’s included in the twitter profile
Twitter user names identifiedShare from website to social media
Post review, Find it useful, Post tip, Comment on articles, Forum
Coupon, Sample requests, Games
Referrer from, Share to Facebook
Read articles, read blogs, read post reviews, read tips
Very infrequent visitor
Collecting social media information
from campaigns
Collecting social media information from Facebook Fan
Pages
Connecting the dots
Merge Social value with Marketing intelligence platform
Marketing DB
Fan pages Wall posts open profiles Games and apps
Followers FollowingInfluence scores (e.g. Klout) Links to user blog/page
Specific information from other social media sources
Social media actions on brand’s website (reviews, shares, forum participation)
WOM campaigns Other campaigns Surveys, declared information etc
Social media actions from email campaigns (shares; referrals…)
Brand involvement
Reach of network
Ambassadors :Pamper and leveragePamper and maintain
NurtureIgnore
Conversationalists
Critics
Collectors
Joiners
Spectators
Inactives
Creators
WOM campaigns
CONSUMER INSIGHTS
Generating WOM on the new Braun Dual Silk-épil
Recruitment for Duel
Recruitment for Duel .
Friend invites a close friend to test the new Silk-épil.
Both fill out a qualification survey: right target? right WOM potential? right split users vs. non users? …
If selected, one gets the new Silk-épil to try during 6 weeks. The other continues to use her current epilating method/device.
Both will generate feedback about using their (new) epilator/epilating device.
Tried & Tested on Zim/Edp
The inactives
CONSUMER INSIGHTS
How Prime Prospects Participate
CREATORSUse social media to publish
CRITICSReact to content
COLLECTORSOrganize & aggregate
JOINERSParticipate in Social Networks
SPECTATORSConsume content
INACTIVESDon’t participate
nr. Keywords Visits nr. Keywords Visits
1 Undetermined 12402 14 pms symptomen 418
2 zin in meer 5992 15 menstruatiecyclus 367
3 recepten 4367 16 always maandverband 361
4 zininmeer.be 2880 17 onregelmatige menstruatie 355
5 www.zininmeer.be 1923 18 gezichtsgymnastiek 319
6 zininmeer 1893 19 lekkere recepten 305
7 tampon inbrengen 1293 20 hoe gebruik je een tampon 304
8 tampax 1244 21 hapjes recepten 277
9 always 749 22 wanneer volgende menstruatie 273
10 mode 732 23 wanneer ongesteld 269
11 slaatjes 595 24 make up tips 259
12 zin in meer kortingsbonnen 584 25 olivier dachkin 249
13 tampon 477 26 borsten 245
What consumers
really want
Just ask ….
CONSUMER INSIGHTS
& PRESENT
Cooking for kids is not always a piece of cake.
But with a bit of help our Big Five expert it will work.
Post all your kids-cooking-wishes
• All the wishes were grouped into categories • ‘Zin in …’ Fish – Vegetables – Meat – Sweet – Snack• In each category we presented several recipies
EMBRACING
• One person with most popular Q wins a new kitchen
• Reward to the community : child friendly recipes on ZIM platform making every mum a Njammie Mammie!
RESULT
Big HouseHold Questionnaire
Survey on spending behaviour (26 questions)
Price: 2 x 10 packages household products
Period: September – October 2011
Supported by Contest Page in the Magazine bannering on homepage & external Media Campaign
67.000 visits – 22.000 participation
Qualitative results More than half of the women spend only 10% of their time for themselves.
More than 75% of women would like to have more time for themselves.
1 out of 4 women spend 30% of the family budget to purchase food.
More than 80% of women spend up to a quarter of their time to take care of the house.
80% of women take only a fraction of the family budget for themselves.
More than half of the women spend up to 40% of their monthly income
on clothing and care of the children.
Qualitative results
How can we improve?
Qualitative results
How does your family budget look like, what are your main sources of income and expenses? Which ones do you want to optimize?
On www.zininmeer.be the De Zin in Meer experts of The Big Five give you monthly tips and tricks to be more efficient.
E.g. In February Evelien starts with what she could find in her fridge and you could win a ‘budget cooking’ workshop.
E.g. In March Manon selects the best tips for a super Sunday with the kids and you could win a stay at Disneyland Paris.
PRESS RELEASESMAIN RESULTS INQUIRYMonthlies – Weeklies –
Dailies – Radio –Websites - ...
GHH onlineNEWSLETTER/Website/
FacebookMAIN RESULTS INQUIRY
+ZIN IN MEER?
HOW CAN WE IMPROVE?
GHH offline ZIN IN MEER?
HOW CAN WE IMPROVE?Key article topics
Brand Follow-
up
Leverage the results
Product reviews
Or just ‘listen’ ….
CONSUMER INSIGHTS
Online Bannering campaign (test)
• IN GENERAL DARK BANNERS ARE CONVERTING BETTER
• SHORT MESSAGES IN CALL TO ACTION: BETTER AND CLEARER
E.g. Win a year of products, etc.Long messages sometimes interpreted as messy
• PRIZES ARE REALLY IMPORTANTOffering a huge amount of small prizes: better
than just one big present
• STRONG CALL TO ACTION IS MANDATORYPeople don ’t convert if there is nothing to win
Turn digital consumer
insights into action
CONSUMER INSIGHTS
• DIGITAL ALLOWS FOR A LOT OF INFORMATION: TEST, POLL, REACT, IN A FAST WAY.. SOME NEED INVESTMENT
SUMMARY
• EVEN INACTIVES CAN PROVIDE STRONG INFORMATION
• TAKE ONLINE AND OFFLINE ACTIONS BASED ON THE INSIGHTS
• DATA INSIGHTS COME FROM ALL AVAILABLE SOURCES (WEBSITE, WOM, SOCIAL MEDIA)
• KEY IS TO MAXIMIZE INTELLIGENCE BY COMBINING ALL KNOWLEDGE INTO ONE MARKETING INTELLIGENCE PLATFORM AND DRIVE CAMPAIGNS FROM THIS.
THANK YOU