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Get the ‘research’ party started!,[object Object],Tom De Ruyck, Head of Research Communities, InSites Consulting ,[object Object],@tomderuyck   #coolbrands   #mroc,[object Object]
It is time to re-invent youth marketing (research)!,[object Object],Because Gen Y is different from any other generation before...,[object Object]
Digital Natives asking for CEO powers.,[object Object],Get used to it and understand how to lead instead of how to control.,[object Object]
Invite Gen Y to the ‘boardroom’ of your organization.,[object Object],Get to know them better, connect, have a dialogue and start collaborating. ,[object Object]
MROC's & GenY: get the 'research' party started!
Communities at the core of new generation research.,[object Object],Always-on research with youngsters acting as part-time marketers.,[object Object]
Is a 24/7 connection possible?,[object Object]
Key learning 1,[object Object],Whomakes research communities work?,[object Object]
(1)50,[object Object],30,[object Object],WHO? Dunbar’s number: 150 members is the maximum number enabling social interactions on a community.,[object Object]
Threads can last for too long!,[object Object],Embed the interaction in community threads ...!,[object Object]
WHO? Creating in-depth relationships with few rather than superficial relationships with many.,[object Object]
i•den•ti•fi•ca•tion,[object Object],[ahy-den-tuh-fi-key-shuhn,],[object Object],noun,[object Object],The convergence of brand's values with that of the person, and the degree to which the brand is regarded as having personal relevance.,[object Object],Typically represented by concentric ,[object Object],circles moving closer.,[object Object], ,[object Object],You	Brand,[object Object],WHO? What is connecting community members?,[object Object],Importance  of brand and/or topic involvement.,[object Object]
Key learning 2,[object Object],What makes research communities work?,[object Object]
WHAT? Commitment from community members.,[object Object],Meet & greet, taking them on a guided tour, giving back.,[object Object]
WHAT? Empower & entertain them.,[object Object],Let them have their say. Enable them to share enriched content & social content.,[object Object]
MROC's & GenY: get the 'research' party started!
MROC's & GenY: get the 'research' party started!
WHAT? Let them play.,[object Object],Gamify your research and be amazed by the boost in reactions!,[object Object]
Levels? Badges? Status? Seriously?,[object Object],Do they matter?,[object Object]
Battle to earn badges,[object Object],“We are lagging behind! I am sure with a gobby lass like me we can head back to the top!!! “,[object Object],“When I got my expert badge I bragged to my family 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”,[object Object],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.,[object Object]
We like to be challenged,[object Object],Didn’t you ever try to beat the system?,[object Object]
MROC's & GenY: get the 'research' party started!
Co-development Facebook page,[object Object]
Challenge the designers,[object Object]
Be our eyes & ears...,[object Object]
Key learning 3,[object Object],How to make research communities work?,[object Object]
Being able to mix,[object Object],The  story,[object Object],Equilibrium,[object Object],The methods,[object Object],The results,[object Object],HOW? Creating an experience is hard work.,[object Object],Creating the right mix.,[object Object]
HOW? Commitment from the moderator.,[object Object],Instead of the X-factor, we talk about the C-factor.,[object Object]
HOW? Commitment from the company.,[object Object],Buy-in, engagement, input.,[object Object]
HOW? Go beyond the 30 min debrief.,[object Object],Don’t present engage, inspire & let them act!,[object Object]
Bring the consumers into the boardroom,[object Object],And you can take that rather literally if you like...,[object Object]
Creating positive disruption,[object Object]
Making research used,[object Object]
Brainstorm and work together!,[object Object],And move from results to actions...,[object Object]
Create engaging experiences that inspire and are worth sharing,[object Object],@tomderuyck,[object Object]

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MROC's & GenY: get the 'research' party started!

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Hinweis der Redaktion

  1. This section wants to provide background for the rest of the story.We need to change marketing thinking as a result of the fact that the consumer has gained more power versus the marketer.
  2. Power has shifted, so ...While we all know that the consumer is ultimately in the driver’s seat, the context has dramatically changed, giving significant more power to consumers than before. This is a wake-up call for marketing. Instead of trying to control everything, marketers need to embrace consumer power and lead consumers, provide them context and opportunities to be involved in building brands and creating new products and services.Why has power shifted? New mass media are available to every consumer (your number of followers on Twitter, your post on heavily visited consumer blogs, ...) Turning word-of-mouth into world-of-mouth: the effects of word-of-mouth are way more far-reaching than ever before (via social media) Consumers trust each other most: most studies support the fact that people are especially influenced by other people and less by media, advertising, PR, ... Making it their brand, not yours: marketers need to let go and understand that they do not control their brand, it is in the hands and minds of consumers So involve them in what you are doing: +50% of consumers want to co-create with marketers, they also expect it from brands And learn how to let go: leverage on the power that consumers have today and use them as part-time marketers, supporting your activation efforts as a marketer
  3. One dimension of being connected is the connection between marketers and consumers.The Meet the Joneses results reveal that while most marketers think they are pretty connected to consumers, they perform relatively bad on the test. All results of the Meet the Joneses test can be downloaded here: include link to Slideshare presentation on Meet the Joneses.This slide deals with everything we do within the business unit “Exploration and insight generation”, with a strong focus on observational research (ethnography, social media netnography, ...).Next to that, we have a very good understanding of how generation Y thinks and acts via all knowledge we have available on them and included in Joeri’s book. Also the TalktoChange research community allows us to be connected to consumers in more than 35 countries across the globe.
  4. This section wants to provide background for the rest of the story.We need to change marketing thinking as a result of the fact that the consumer has gained more power versus the marketer.
  5. Over the last years we have built quiet some experience in running communities and how to manage them for the best insights, in cooperation with the university of Maastricht. Having experienced everything we have come to decide to run either short 3 wk communities or LT 3 mo communities. Compare it to a fair: it is there for 3 weeks, has to be fun and after 3 weeks it is gone.Running a theme parc is different however. For a parc one needs to have recurring programme, but also has it’s seasonality (unless your Disney) – is sometimes closed, so you need stops. Go from strategic to tactic depending on your marketing needs. Longer is also not economical for end clients as they also need to digest the information (unless you have a research agenda that is so continuous it is not worth stopping and going).There is also a lot of debate about sample sizes. Through experimentation we have come up with calculation that sample size of 50 – 150 are sufficient. Based on - Community length Participation rate (mensen doen dit on waves) drop outAnother key learning tied to this is that 30 responses per thread is sufficient and best for the small eco system which communites are. And actually want to share the research we have done in this regard.
  6. So, what is the Darkside of Crowdsourcing?There is an important role for researchers and community moderators in building identification with the community, keeping up the engagement with the topic to keep the discussion going while not letting members over-socialize and drift away from the researchers’ agenda.
  7. We hebben er veel meer aan om relevante content: kwaliteit boven kwantiteit, diepgang vs. oppervlakkigheid
  8. Consumers identifying with your brand are the ones talking positively about it, ultimately having an impact on brand equity.Results from our brand leverage study conducted in 15 countries in cooperation with Houston University can be accessed here: include results.
  9. This section wants to provide background for the rest of the story.We need to change marketing thinking as a result of the fact that the consumer has gained more power versus the marketer.
  10. A peer Trust Inspirational Collaborative Behind the scenes Connecting
  11. It’s SHARED SYMBOLISM
  12. Fast processing – focus onlearning moves, tricksfor survivalSothismightbe the stereotype we have from a gamer…
  13. This section wants to provide background for the rest of the story.We need to change marketing thinking as a result of the fact that the consumer has gained more power versus the marketer.
  14. A peer Trust Inspirational Collaborative Behind the scenes Connecting