belgian research communities smartees 2012

Ghent (BE) - June 14, 2012

#MROC @InSites

Research Communities

Thanks for being here! Hakim Zemni, Managing Director InSites Consulting Belgium

I have a passion for media, politics, music & movies.

I am happily married, a proud dad, a mediocre

soccerplayer and a great facebookfriend

I am often described as „an opinion on 2 legs‟

I love my job because I‟m fascinated by the question

“why do people do what they do?”

[email protected]

@hakimzemni

be.linkedin.com/in/hakimzemni

http://www.twitter.com/

http://www.linkedin.com/

…………………………….…… …………………………………………………Last time I cried I was

………………..………………….……. ……………………………… My partner hates it when I

……………My mother used to always say ………………………………………………………….…

……………………………………..I’ve never been as drunk as that time when ……..……

……………………………….My biggest dream is to …..……………………………………………

Let’s start a conversation

Consumers are

probably the

most effective / worst

consultants my

company can hire.

A consumer consulting

board would definitely

/never work for my

company

Sharing true consumer

stories & experiences

will benefit / hurt my

company

Consumers are

probably the most effective / worst

consultants my company can hire.

Statement 1

Statement 2

Statement 3

A consumer consulting board would

definitely or never work for my

company

Sharing true consumer stories &

experiences will benefit / hurt my

company

The Conversation Company by Sam Berteloot, Managing Partner

The Consumer Consulting Board by Tom De Ruyck, Head of Research Communities

Client cases: • Consumers as co-inspirers for advertisement

creation (Famous)

by Thomas Troch, Senior Research Innovator &

Margriet Sergeant (Famous)

• Understanding the female shoe shopper

(Brantano)

by Mieke Van Heddeghem, Research Manager

Co-creation and Structural Collaboration

with Consumers: a fish bowl discussion by Hakim Zemni, Managing Director Belgium

Agenda

Nice to meet you!

Sam Berteloot, Managing Partner

I am 35 years, living in Belgium (Flanders)

with the love of my life and 3 wonderful

children.

Partner of InSites Consulting, passionate

about making consumers generate value

for companies, specific focus on turning

companies into Conversation Companies.

[email protected]

@samberteloot

http://be.linkedin.com/in/samberteloot

Author: Prof. Steven Van Belleghem

@Steven_insites [email protected]

………………………………………….………..……………..……………………………………………..……..

………………………………………….………..……………..……………………………………………..……..

This is a story about

Word-of-Mouth

………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………


Customer centricity

………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………


Change

………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………

Conversation Company

boosts your business through:

………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………

People

Culture

Social Media

Company Culture is

the Conversation Guide

………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………

Clear to employees =

Clear to clients

………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………

……………………………………………………….…

Brand positioning

is the long term effect

of company culture ……………………………………………………….…

……………………………………………………….…

Employees build the

image of your

company ……………………………………………………….…

……………………………………………………….…

Company Culture is

NOT about being FUN ……………………………………………………….…

……………………………………………………….…

These guys are pretty

serious about it And they outperform the market.

……………………………………………………….…

……………………………………………………….…

Company Culture

is about having a

clear identity and

staying loyal to it in

everything you do. ……………………………………………………….…



………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………

People

Culture

Social Media

Every

employee is a potential ambassador.

………..……………………...

………..……………………...

Every

client is a potential ambassador.

………..……………………...

………..……………………...

Conversations

are the driver of

business growth.

………..……………………...

………..……………………...

You have l oads o f

Unused Conversation

Potential !

………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………

28%

Unused Conversation Potential:

Customers ………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………

40%


Employees ………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………

In the Conversation age, PEOPLE are the media

…………………………………….

…………………………………….

Conversations from external stakeholders

Co

nve

rsa

tio

ns fro

m in

tern

al sta

ke

ho

lders

Proud

company

Conversation

company

Boring

company

Adored

company


Co

nve

rsa

tio

ns fro

m in

tern

al sta

ke

ho

lders

Customer experience

Proud

company

Conversation

company

Boring

company

Adored

company


Co

nve

rsa

tio

ns fro

m in

tern

al sta

ke

ho

lders

Proud

company

Conversation

company

Boring

company

Adored

company

Culture

& n

ew

s c

onte

nt


Co

nve

rsa

tio

ns fro

m in

tern

al sta

ke

ho

lders

Proud

company

Conversation

company

Boring

company

Adored

company


Co

nve

rsa

tio

ns fro

m in

tern

al sta

ke

ho

lders

Proud

company

Conversation

company

Boring

company

Adored

company

Where is your company?

The Conversation Company

optimizes the conversation potential

Towards a

Conversation Company ………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………



………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………

People

Culture

Social Media

Social Media are NOT the goal ………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………

Social Media are the perfect partner of

the Conversation Company

………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………

…………………………………………

Until now, we

only used the

first dimension

of their power …………………………………………

First dimension: people to build reach

…………………………………

…………………………………

Second dimension: Collaboration

…………………………………

…………………………………

Str

uctu

ral

co

llab

ora

tio

n

Low

Reach

High

Lo

w

Hig

h

Str

uctu

ral

co

llab

ora

tio

n

Low

Reach

High

Lo

w

Hig

h

Consumer

consulting

board

Conversations

Broad, open

Collaboration

Customer

Experience

Content

OPEN AUTHENTIC POSITIVE

………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………

A true people centric Company Culture

Employees Customers

Collaboration

Content

Conversations

Customer Experience

………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………


Employees Customers

Collaboration

Content

Conversations

Customer Experience

Customer Experience is about what you DO,

Not whay you SAY.

…………………………………………..…

Customer Experience The science of managing

expectations.

…………………………………………..…

………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………


Employees Customers

Conversation Management is about

observing, facilitating & joining.

Conversations

………………………………………..……..…

Conversation ………………………………………..……..…

………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………


Employees Customers

Content should be the start of a good conversation

Content

Content does NOT equal campaign


Content ………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………

Content

Specific update,

project or campaign

………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………


Employees Customers

Collaboration is an extreme form of customer centricity.

Collaboration

Ghent I Rotterdam I London I Timisoara I New York

www.insites-consulting.com




creation (Famous)




(Brantano)




Agenda

@tomderuyck

@tomderuyck

Insighting

Developing

Optimizing

Implementing

Business

Objectives

@tomderuyck

@tomderuyck

CHOOSING YOUR

Pilot Project

@tomderuyck

@tomderuyck


Co

nve

rsa

tio

ns fro

m in

tern

al sta

ke

ho

lders

Proud

company

Conversation

company

Boring

company

Adored

company

Communication is key!

@tomderuyck

Internal

@tomderuyck

@tomderuyck

External

@tomderuyck

It’s an EVOLUTION,

not a REVOLUTION!

@tomderuyck

Sharing

IS caring

@tomderuyck

@tomderuyck

linkedin.com/in/tomderuyck @tomderuyck [email protected]

www.insites-consulting.com

New York – London – Ghent – Rotterdam – Timisoara




creation (Famous)




(Brantano)




Agenda

Everybody Famous Consumers as co-inspirers for advertisement creation

Senior Research Innovator @ InSites Consulting

Thomas Troch

Communities Smartees BE

InSites Consulting | Ghent, 14.06.2012

Strategic Researcher & Community Manager @ Famous

Margriet Sergeant

Strategisch Researcher 2011-current

Famous

Math Teacher 2010-2011

VISO Roeselare

Master in Biomedical Science 2002-2010

University of Ghent

Nice to meet you

[email protected]

@ikbenmargriet


Senior Research Innovator 2011-current

InSites Consulting

Research Consultant 2010-2011

InSites Consulting

Master in Product Development 2005-2010

Artesis University College of Antwerp

Nice to meet you

[email protected]

@thomastroch


Past

Recognizable?

Advertising with a lot of gut feeling (and a lot of doubt) pushed to consumers from a creative but ivory tower?

Present

Welcome to the age of the empowered consumer, conquering the world with offline and online conversations.

Present

It’s time to re-humanize marketing communications by listening to real human and emotional consumers.

Famous

Welcome to Famous.

This Belgian advertising agency has a strong

belief in the power of consumers to inspire

their creative workforce.

Famous

Famous takes on the challenge to connect with consumers in a structural way for more relevant and impactful campaigns.

Everybody Famous

Everybody Famous!

An on-going research community of 150 Flemish and 150 Walloon consumers, an inspirational window to their day-to-day stories.

Everybody Famous

How to immerse an agency with the voice of consumers on both a strategic and tactic level?

Everybody Famous

Bringing consumers alive…

Understanding the needs of Famous by immersing in their workflow.

Everybody Famous

Bringing consumers alive… through visual presence in the creative Famous spaces.

Everybody Famous

Bringing consumers alive… by inviting them on special events.

Everybody Famous

Bringing consumers alive… by having a 24/7 dialogue stimulating rich discussions.

Everybody Famous

Everybody Famous

Everybody Famous

“I just like to share my opinion, I visit the community several times a day to check when the new topics are launched. I enjoy the variety and like to change the disturbing way advertising campaigns are launched at us sometimes. In addition, the connecting with Famous and the other community members is pretty amazing.” by Margriet

Everybody Famous

An agile approach of co-ownership and collaboration between the Famous and the InSites team gets the maximum out of the community.

Everybody Famous

Everybody Famous

Consumer impact

…to learn about context and habits to make truthful and recognizable communication

Ik maak na het bakken meestal nog een

lekkere saus met het braadvocht van het

vlees en de boter. Dit kan ik nooit zo goed

maken met olie.

Everybody Famous

7€/litre, sachant qu'on trouve de l'huile de colza

à 3.30/litre et de l'huile d'olive entre 5 et

14€/litre, le mélange fait à 50% par

Vandemoortele est trop élevé.

Klassieke Belgische of Franse keuken vraagt

dan eerder naar echte, goede ouwe

getrouwe bakboter.

Everybody Famous

Consumer impact

… to discover consumer insights and stretch them to a strategic direction.

Everybody Famous

Everybody Famous

Small difference in clickthroughs for ad A and B, but… Consumer inspired briefing resulted in 66% of clickers in the preferred demographic versus 44% on the campaign based on the standard briefing.

Everybody Famous

Consumer impact

… to understanding how a campaign is perceived and being able to rethink the process, based on consumer feedback.

Everybody Famous

Dingen suggeren is veel subtieler,

en laat de gedachten wereld van

de toeschouwer het verhaal

verder invullen

~Kristine

Voor mij ging het er wel net

over hoe de vrouw hier

gekleineerd wordt. ~ManuG

Everybody Famous

Consumer impact

…to re-evaluate campaigns in the past, and eliminate misconceptions who caused failure

Je pense que des personnes

plus âgées, comme moi,

avons déjà ce qu'il nous faut

à la maison

(63)

Zo van die acties die heb ik al lang opgegeven

ik heb nog nooit in mijn hele leven iets

gewonnen. Geef mij maar kortingen of

spaaracties die dan ook lang genoeg duren dat

je er wel degelijk iets mee kan bereiken en die

eerlijk verlopen . (50)

Everybody Famous

Everybody Famous

Let’s talk!

Let’s talk!

Thomas Troch

Senior Research Innovator, InSites Consulting

[email protected]

@thomastroch

Margriet Sergeant

Strategic Researcher & Community Manager, Famous

[email protected]

@ikbenmargriet



Take a seat!

3 discussion rounds, each round

with new participants

4 seats available per round;

3 seats for „round-participants‟,

1 „hot-seat‟.

Each round 5 minutes

Let’s meet the

jury

Tom De Ruyck

Keep the discussion on-topic

Be a “devils advocate”

Statement 1

Consumers are

probably the

most effective / worst

consultants my

company can hire.

Statement 2

A consumer consulting

board would definitely

or never work for my

company

Statement 3

Sharing true consumer

stories & experiences

will benefit / hurt my

company

The

Community

Smartees

Challenge!

What does the Jury say?

Stay tuned… smartees.insites.eu

#MROC & #InSites

InSitesVisitor PW: welcome2insites

Drinks!

belgian research communities smartees 2012

Business

company culture isnot

company cultureis

conversation companies

partner of insites consulting

unused conversation

social media people

consumer consultingboard

research managercocreation