Download - I vox business cases vesuvius
CASES
CO-OWNED CLIENT –IVOX PANEL THROUGH IVOXTOOLS(IDEA & IPROFILE)
VESUVIUS – TRENDS & MALE PANEL
IP PRESS
Media CLIENT &SECTOR
CASE SPECS
Large scale research towards differences in preferences between men and woman
Using interactive web 2.0 online research and communication tools
www.vesuvius2009.be
Media campaign (print and online)
Win-win deal similar to ‘voice of Belgium’– Large group of respondetns (due to fun and creative concept and set-up)
– Large media exposure
– Huge recruitment potential
CASE: IP PLURIMEDIAVESUVIUS: WHAT KIND OF MEN ARE YOU?
A Phased approach with 3 high level phases Phase 0: call to action
Phase 1: idea gathering
Advertiding in magazines, call to participate men & women to give their opinions on 5 pre-defined themes / domains via www.vesuvius2009.be
Ability to scare ideas of others – iDEA -> iRATE
Discover best ideas and list them
Phase 2: representative survey on Belgian male population
Most important ideas of phase 1 are basis
Online research on target group of representative male population
Resulting in different defined ‘profiles’ => algorythmes
Phase 3: the Vesuvius Man-test
Integration of earlier research results in online research tool
Men can do the test and compare themselves to each other and the ‘general profiles’
Integration with facebook and social media
Media buzz
APPROACH
CASE: IP PLURIMEDIAVESUVIUS: WHAT KIND OF MEN ARE YOU?
Example of one of the many advertisements in offline magazines that are within the portfolio of IP Plurimedia:
STEP 0: call to web action in magazines
- Call-to-action campaign to take part in the research program.
- Wanted: man or women with an idea
- Your opinion counts
PROCESS & VISUALS:
CASE: IP PLURIMEDIAVESUVIUS: WHAT KIND OF MEN ARE YOU?
Step 1: Online brainstorming through crowd sourcing & collective intelligence: different topics were presented to the participants for which they could give inputs
Respondents could rate each other’s opinions that were posted. As a result, participants could take a look at the top 30 ideas per category. Men + Women PROCESS
& VISUALS:
CASE: IP PLURIMEDIAVESUVIUS: WHAT KIND OF MEN ARE YOU?
Step 1: Text mining analysis part 1: Information Extraction
(IE) Preliminary mock-up of English translation
Step 2: a quantitatively validating classical survey
CASE: IP PLURIMEDIAVESUVIUS: WHAT KIND OF MEN ARE YOU?
Step 3: Online interactive test and survey module with instant segmentational feedback
Instant benchmarks/ feedback: one can compare his answers with the answers of others
Participants were able to benchmark their answers instantlywith the results of an opinion poll that was launched upfront, by : Language, Age, Region
Based on one’s answers, the participant receives a profile outcome based on 4 marketing profiles that were deducted (by both the clients and the researchers) from the previous research phases..By using specific algortihms the profiles results could be measured.These results could be published and shared with friends on Facebook to create a viral marketing effect on top.
Integration with Facebook
CASE: IP PLURIMEDIAVESUVIUS: WHAT KIND OF MEN ARE YOU?
Phased approach with clear structure & strategy & comm. strategy
Use the 5 motivational factors, especially the non material ones to get many participants
Media clients’ excellent position & reach to call for action via various channels Offline
Online
Thus large potential to recruit and build iVOX panel
Client open to win-win deal
Furthermore create awareness & future sales for iVOX
VALUEFORiVOX
Value For
Client
Large scale visibility and exposure
Fun way of engaging with the population and buyers of the magazines
Content generation => human interest story Positive impact on image
Client retention and gaining new readers
Interactive unique marketing at low relative cost!
CASE: IP PLURIMEDIAVESUVIUS: WHAT KIND OF MEN ARE YOU?
IBOPEINTERAC-TIVE
IBOPE is perfectly placed to sell these type of project to its media clients:
IBOPE can strengthen its position in the media world by offering them this unique type of content and coverage
Cross- and upselling from and to IBOPE’s current products & services to existing as well as new clients
Positive effect on IBOPE’s image => new, fresh, interactive…
Elaborate similar deals with media and other clients
Various types of projects possible with many different ‘subjects’ / ‘themes’
Build the panel
CASE: IP PLURIMEDIAVESUVIUS: WHAT KIND OF MEN ARE YOU?
Phased approach with clear structure & strategy
Use the 5 motivational factors, especially the non material ones! Create community feeling
Feedback of results
…
Excellence in communication
Media clients’ excellent position & reach to call for action via various channels
iVOXTOOLS enabling this type of interactive qualitative research
Socratos and iVOX know how (panel, algorythms, analysis of results)
USP’s
What’s in it for me?!
Set up and manage use of iVOXTOOLS => iDEA / iCOMPARE / iPROFILE
Prepare idea generation and analysis of answers
Set up algorhythms for profile-definiton
Large communication campaign and call to action
Integration with social media etc
Reporting on participation and progress of the research (coninuous)
…
CONCRETEDELIVER-
ABLES
CASE: IP PLURIMEDIAVESUVIUS: WHAT KIND OF MEN ARE YOU?