special edition communities smartees

Always-on research?Yes, we can!

Tom De Ruyck, Head of Research Communities, InSites Consulting

@tomderuyck @mr_communities #mroc

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It is time to re-invent marketing (research).

Because power has shifted to the consumer.

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Power has shifted to the consumer.Get used to it and understand how to lead instead of how to control.

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6%

7%

6%

15%

30%

24%

7%

4%

5%

8%

6%

19%

35%

17%

5%

4%

We are different from our target audience!

CONSUMER TWIN SCORE

Q : When you compare yourself to the consumers in your target group, to what extent do you see an overlap or a difference between both?

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One way to get connected is to get marketersin the living room of the consumer.

6InSites Consulting beliefs - © 2010

[client logo][client logo]

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An alternative way is to get consumersin the ‘boardroom’ of your organisation.

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FMCG I Unilever FMCG I Kraft FMCG I Danone

FMCG I Heinz Media I MSN Media I VMMa

Financial services I ING Telco & technology I Vodafone

Communities at the core of new generation research.Always-on research with consumers acting as part-time marketers.

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Is a 24/7 connection possible?

53% plansrank 2 out of 16 emerging technologies

11% understandsrank 16 out of 16 emerging technologies

The status of online research communities today?

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Key learning 1

Who makes research communities work?

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WHO? Dunbar’s number: 150 members is the maximum number enabling social interactions on a community.

6,874817332

codingon topicinteraction

survey

Methodology

R² = 0.6357

R² = 0.4659

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0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59

On_Topic_Arguments

New On Topic Arguments

Poly. (On_Topic_Arguments)

Log. (New On Topic Arguments)

Optimal length of community threads

30 posts

New content

On topic posts

-80% -60% -40% -20% 0% 20% 40% 60%

Order of the post

Community identification

Embedded interaction

Social engagement

Information engagement

Loose interaction

Brand identification

Generate brand identification & information engagement.

Embedded interaction

Loose interaction

fromno

interaction

to

to

Threads can last for too long!

Embed the interaction in community threads ...!



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WHO? Creating in-depth relationships with few rather than superficial relationships with many.



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i•den•ti•fi•ca•tion[ahy-den-tuh-fi-key-shuhn,]noun

The convergence of brand's values with that of the person, and the degree to which the brand is regarded as having personal relevance.

Typically represented by concentric circles moving closer.

YouBrand

WHO? What is connecting community members?Importance of brand and/or topic involvement.

Social media netnography

English - .co.uk websites> 100.000 conversations

Research CommunityAnswer specific questions

Faster recruitmentSocial glueTargeted topic treatment

http://www.babycentre.co.uk/

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Key learning 2

What makes research communities work?



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WHAT? Commitment from community members.Meet & greet, taking them on a guided tour, giving back.

22InSites Consulting’s Research Communities


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WHAT? Empower them.Let them have their say. Enable them to share enriched content & social content.

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Connecting with B&J brand lovers

25InSites Consulting’s Research Communities


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WHAT? Entertain them.Try to make it more fun for them: projective/creative techniques, video, ...



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WHAT? Let them play.Gamify your research and be amazed by the boost in reactions!

We love to play

Levels? Badges? Status? Seriously?Do they matter?

Goal-setting deviceWhere to go

InstructionsWhat is possible

ReputationWho you are

Status & AffirmationWhat you did

Group identificationWho is like you

Teams battle to earn badges

“We are lagging behind! I am sure with a gobby lass like me we

can head back to the top!!! “

Wow first place thats great and I would say a very big thank you to The Duchess and Hettie who have placed

some great posts.

“When I got my expert badge I bragged to my kids and said 'there see I told you I was an expert' lol its

not often we get called such things so why shouldn't we be pleased with

ourselves”

Post quality content

Points

Point treshol

d reache

d

Unlock info

on- topic-postsInformational engagement

Informational engagement on- topic-posts

Challenge: “Can you come up with the best summary of the answers on this topic? Rate the best summary up!”

on- topic-posts

Challenge: “Battle the other team in sharing as much quality content as possible”Personal leaderboard

Most valuable contributors win!Golden nugget badge for best insightTopic x-expert for high topic contribution...

Badges & win conditions:

Social engagement

We like to be challenged

Didn’t you ever try to beat the system?

Unleash their creativity

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What happens on a psychological and physical level when 25 heavy

fruit/smoothies eaters don’t consume their regular amount of

fruit/smoothies?

What happens on psychological and physical level with 25 participants

who don’t often eat fruit/smoothies, when they start eating more?

DEPRIVATION ACTIVATION

The journey to the other side

“Be the best in analyzing each other’s consumer behavior”

Easy & FUN!20% unique insights coming from the crowd

Dear all,

I really encourage all of you to

spend this hour as it is not only a

crucial part of the process to get

your thoughts and thinking on this

but it is also a fun learning

experience for yourself. I just

finished it myself and considered it

time well spent despite my too full

schedule.

Maybe this is another incentive: I

guess none of you want me to win

this game…:-)

Mariken Kimmels, Heinz marketing

director continental Europe



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Being able to mixThe story Equilibrium The methodsThe results

HOW? Creating an experience is hard work.Creating the right mix.



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Bring the consumers into the boardroomAnd you can take that rather literally if you like...

We believe ...in connected research

Everything we do is aimed at enhancing intimacybetween you, your market and us.

Yes we will !

Yes we can!

What will yóu do differently?Please select your preference:

Kill your darlings

Save your darlingsTake a risk and blame mex

@tomderuyck

special edition communities smartees

Business

marketing research

head of research communities

community members

key learning

postson topic postsnew

high topic contribution

best summary

consumer behavioreasy