Post on 20-Aug-2015
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?”
hakim@insites-consulting.com
@hakimzemni
be.linkedin.com/in/hakimzemni
…………………………….…… …………………………………………………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.
sam@insites-consulting.com
@samberteloot
http://be.linkedin.com/in/samberteloot
Author: Prof. Steven Van Belleghem
@Steven_insites Steven@insites.eu
………………………………………….………..……………..……………………………………………..……..
………………………………………….………..……………..……………………………………………..……..
This is a story about
Word-of-Mouth
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
This is a story about
Customer centricity
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
This is a story about
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.
……………………………………………………….…
……………………………………………………….…
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. ……………………………………………………….…
Conversation Company
boosts your business through:
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
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%
Unused Conversation Potential:
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
Conversations from external stakeholders
Co
nve
rsa
tio
ns fro
m in
tern
al sta
ke
ho
lders
Customer experience
Proud
company
Conversation
company
Boring
company
Adored
company
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
Culture
& n
ew
s c
onte
nt
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
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
Where is your company?
The Conversation Company
optimizes the conversation potential
Towards a
Conversation Company ………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
Conversation Company
boosts your business through:
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
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
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
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
A true people centric Company Culture
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.
…………………………………………..…
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
A true people centric Company Culture
Employees Customers
Conversation Management is about
observing, facilitating & joining.
Conversations
………………………………………..……..…
Conversation ………………………………………..……..…
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
A true people centric Company Culture
Employees Customers
Content should be the start of a good conversation
Content
Content does NOT equal campaign
Unused Conversation Potential:
Content ………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
Content
Specific update,
project or campaign
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
A true people centric Company Culture
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
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
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
Insighting
Developing
Optimizing
Implementing
Business
Objectives
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
CHOOSING YOUR
Pilot Project
@tomderuyck
@tomderuyck
@tomderuyck
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
Communication is key!
@tomderuyck
Internal
@tomderuyck
Internal
@tomderuyck
Internal
@tomderuyck
Internal
@tomderuyck
@tomderuyck
External
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
It’s an EVOLUTION,
not a REVOLUTION!
@tomderuyck
Sharing
IS caring
@tomderuyck
@tomderuyck
@tomderuyck
linkedin.com/in/tomderuyck @tomderuyck tom@insites-consulting.com
www.insites-consulting.com
New York – London – Ghent – Rotterdam – Timisoara
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
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
Margriet.sergeant@famous.be
@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
thomas@insites-consulting.com
@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
thomas@insites-consulting.com
@thomastroch
Margriet Sergeant
Strategic Researcher & Community Manager, Famous
margriet.sergeant@famous.be
@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!