just missed arf re:think smartees breakfast
DESCRIPTION
This is the full slidedeck of our 'Just Missed ARF Re:Think' Smartees Breakfast session in our New York office (22 April, 2014). The presentation elaborates on two InSites Consulting presentations (client cases from DIESEL & Smirnoff), given at the ARF Congress 2013 and 2014TRANSCRIPT
Just Missed ARF Re:Think
Smartees Breakfast
This is the full slidedeck of our ‘Just
Missed ARF Re:Think Smartees
Breakfast session in our New York
office (22 April, 2014).The presentation
elaborates on two InSites Consulting
presentations (client cases from
DIESEL & Smirnoff), given at the ARF
Congress 2013 and 2014.
2
Smirnoff: Redefining the value of fansDIESEL: the power of images in digital
strategy
Giulia Gasperi
Research [email protected]
Just Missed ARF Smartees Breakfast session
Niels Schillewaert, PhD
Managing [email protected]
33ARF Just Missed Breakfast Session | Redefining The Value Of Fans
4
But do consumers
This?
= a sign of active engagement ?
4ARF Just Missed Breakfast Session | Redefining The Value Of Fans
5
Brand Activation $$E.g.: Smirnoff posts content
on its Facebook page
“I can relate to that!”
Brand Identification
Followers
Fans
5ARF Just Missed Breakfast Session | Redefining The Value Of Fans
your
brand
6
“Tell us something we don’t know. Do something we haven’t done.”
[3K // LDA – 35 // o o o ]
ListeningMapping Collaborating1. 2. 3.
6ARF Just Missed Breakfast Session | Redefining The Value Of Fans
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1. Real fans ? ‘non real’ fans ?
7ARF Just Missed Breakfast Session | Redefining The Value Of Fans
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2. Themes and impact
8ARF Just Missed Breakfast Session | Redefining The Value Of Fans
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1. From only quantity to quality: from like to awesome.
2. Add a hero factor to current themes.
3. From being a brand to being a friend.
9ARF Just Missed Breakfast Session | Redefining The Value Of Fans
Never confuse
motion with
action
The soulnever thinks
without a picture
rebellious
success
social
creative
food and drinks
DIY, arts & craft
style and fashion
human interest
health
How to increase the value of the
Diesel Pinterest page?
#1 Brand Identification
#2 Brand advocacy
#3 Conversion
That’s easy!
That’s easy!
How to increase the value of the
Diesel Pinterest page? social media monitoring
nethnography
digital surveys
not advocates
fans ...
5,657
7,125
3,277
big soft data
8 life style persona
matching
HIGH STREET
HIPSTERS
target groups
and personas
Maintain currentADAPT
Attract
new DEVELOPMODEL MAINSTREAM
GEEKS
DESIGNERS
COMMON
ME WE
COMMON
ME WE
A research art exhibition
A research art exhibition
Changing the heart, minds & actions
25% of boards
eliminated
28% of boards
new content
+41%
+44%
55% wom
25%
Marketing
through, not to fans
Visualsfor research
80%
Never confuse motion with action
The soul never thinks without a picture