just missed arf re:think smartees breakfast

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 Managergiulia@insites-consulting.com

niels@insites-consulting.com

Just Missed ARF Smartees Breakfast session

Niels Schillewaert, PhD

Managing Partnerniels@insites-consulting.com

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