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Best of galvanize webinar

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This is the full slidedeck of our Best of Galvanize Smartees Webinar, with some inspiring presentations of our latest InSites Conference. This Webinar was hosted on Tuesday 25 October 2016 by Katia Pallini (Content Impact Manager at InSites Consulting)

Veröffentlicht in: Marketing

Best of galvanize webinar

  1. 1. WELCOME OUR Smartees Webinar WILL START IN 10’ Grab a coffee, relax & enjoy!
  2. 2. WELCOME OUR Smartees Webinar WILL START IN 5’ Grab a coffee, relax & enjoy!
  3. 3. WELCOME OUR Smartees Webinar WILL START IN NOW Grab a coffee, relax & enjoy!
  4. 4. GALVANIZE 2016
  5. 5. GALVANIZE 2016 GALVANIZE To cause (people) to become so excited or concerned about an issue or idea that they want to do something about it To cover with a layer of zinc to prevent it from rusting
  6. 6. GALVANIZE 2016 ENTER THE EXPERIENCE ECONOMY Increasing memory and empathy to drive research impact by Thomas Troch, Business Director. CONFESSIONS OF AN ADDICT The Amazon effect: how consumers become addicted to brands by Filip De Boeck, Managing Partner. IMPLICIT INNOVATION The role of implicit measurement in predicting consumer activation by Niclas Heider, Senior Research Consultant. WITH A BANG How Cillit Bang tackled the challenge of engaging their employees with insights by Jilke Ramon, Customer Success Coach. REPORT IN CONSUMER CONSULTING BOARDS How to predict consumer disengagement in online conversations by Steven Debaere, Data Scientist. MEET GALVIN Next generation of consumer observations and insights sharing by Tom De Ruyck, Managing Partner and Insight Activation Studio Ambassador. OUR WEBINAR PROGRAM
  7. 7. THOMAS TROCH Business Director ENTER THE EXPERIENCE ECONOMY
  8. 8. Schillewaert & Pallini, 2014
  9. 9. Premium ValueMarket Value UndifferentiatedDifferentiated Adapted from Pine and Gilmore, 2011
  10. 10. MEMORY EMPATHY INTERACTOBSERVE 4 REALMS OF AN experience Adapted from Pine and Gilmore, 2011
  11. 11. MEMORY EMPATHY INTERACTOBSERVE 4 REALMS OF AN experience Adapted from Pine and Gilmore, 2011
  12. 12. MEMORY EMPATHY INTERACTOBSERVE Adapted from Pine and Gilmore, 2011
  13. 13. WHAT IT TAKES TO STAGE AN experience
  14. 14. THOMAS TROCH Thomas.Troch@insites-consulting.com THANK YOU! QUESTIONS?
  15. 15. FILIP DE BOECK Managing Partner CONFESSIONS OF AN ADDICT
  16. 16. GALVANIZE Ibiza 2016
  17. 17. GALVANIZE Ibiza 2016 especially not e-commerce” “I don’t believe in internet, 2011
  18. 18. GALVANIZE Ibiza 2016
  19. 19. GALVANIZE Ibiza 2016
  20. 20. GALVANIZE Ibiza 2016
  21. 21. d hoc GALVANIZE Ibiza 2016
  22. 22. GALVANIZE Ibiza 2016 ddicted
  23. 23. “They should hire you in Seattle, I rarely heard someone speaking with so much passion about Amazon” Tim Allen, Executive Creative Director, Product Experience Amazon
  24. 24. Anticipation and innovation
  25. 25. “I’ve made billions of dollars of failures at Amazon.com…None of those things are fun. But they also don’t matter.” – JB “Companies that are making bets all along, even big bets — but not bet- the-company bets — prevail. I don’t believe in bet-the-company bets. That’s when you’re desperate. That’s the last thing you can do” – JB
  26. 26. FILIP DE BOECK Filip.Deboeck@insites-consulting.com THANK YOU! QUESTIONS?
  27. 27. NICLAS HEIDER Senior Research Consultant IMPLICIT INNOVATION
  28. 28. GALVANIZE Ibiza 2016 Implicit Innovations
  29. 29. GALVANIZE Ibiza 2016 Implicit Innovations What is your favorite ice cream flavor?
  30. 30. GALVANIZE Ibiza 2016 Implicit Innovations Implicit measures What Measurement techniques that prevent you from deliberately thinking before answering Why To measure your automatic reactions and deduce your attitudes, beliefs, or behavioral intentions
  31. 31. GALVANIZE Ibiza 2016 Implicit Innovations
  32. 32. GALVANIZE Ibiza 2016 I’m watching a Webinar I’m in a swimming pool This webinar is awesome Implicit Innovations
  33. 33. GALVANIZE Ibiza 2016 I will talk to my friends about the ad I will not post this ad on Facebook Implicit Innovations Promoting intention after advertisement
  34. 34. GALVANIZE Ibiza 2016 Implicit Innovations Please respond to the statements you see in line with wanting to promote the product. Press L for TRUE and S for FALSE I will talk to my friends about the ad I will not post this ad on Facebook
  35. 35. GALVANIZE Ibiza 2016 Implicit Innovations Please respond to the statements you see in line with not wanting to promote the product. Press L for TRUE and S for FALSE I will talk to my friends about the ad I will not post this ad on Facebook
  36. 36. GALVANIZE Ibiza 2016 Implicit Innovations talk to friends share ad on social media share ad via email visit product website NOT LIKELY LIKELY PROMOTING INTENTION
  37. 37. NICLAS HEIDER Niclas.Heider@insites-consulting.com THANK YOU! QUESTIONS? www.researchgate.net/profile/Niclas_Heider @martenniclas
  38. 38. JILKE RAMON Customer Success Coach WITH A BANG!
  39. 39. THE CILLIT BANG STUDIO GALVANIZE Ibiza 2016 WITH A BANG
  40. 40. GALVANIZE Ibiza 2016 WITH A BANG Get new and fresh insights into the (power) cleaner category to develop new product and marketing initiatives
  41. 41. GALVANIZE Ibiza 2016 CONSUMER CONSULTING BOARD WITH A BANG Bathroom = FRUSTRATIONS Power TENSION HARSH IMAGE Pleasure = RESULTS Unpleasant SHOPPER JOURNEY
  42. 42. GALVANIZE Ibiza 2016 Consumers to employees CONSUMER CONSULTING BOARD INSIGHT ACTIVATION STUDIO WITH A BANG
  43. 43. GALVANIZE Ibiza 2016 WITH A BANG INSIGHT ACTIVATION studio HEARTS MINDS ACTIONS Create empathy & bring research closer to home Apply insights & create a consumer-centered mindset Identify ideas or actions & make a bigger change together
  44. 44. GALVANIZE Ibiza 2016 WITH A BANG FROM RESEARCH TO TILES WE STARTED WITH 290 SLIDES 3 WALLS 16 INSIGHT TILES 3 QUIZES TRANSLATED INTO #SPOTLESSROOMS #WITHABANG #SHOPPERJOURNEY How do consumers clean and create #SpotlessRooms? What are the strengths and weaknesses or Cillit Bang? What is impacting the consumer’s decision journey for cleaning products?
  45. 45. OUR LEARNING FORMULA GALVANIZE Ibiza 2016 WITH A BANG x Insight Example xAha! Tiny task = Insight or key take- away. Most people don’t enjoy actual cleaning. Associations with this activity are generally negative or neutral. It’s the result that brings people joy. Consumer quote or brand example to illustrate Case from Method: How can you link positive associations to cleaning? Fear no mess campaign. Focus on joy of getting dirty. Poll/Question/Task to create recognition/understanding. Q: Getting dirty or cleaning, which activity gives you the most pleasure?
  46. 46. THE EMPLOYEE pitch Why you don’t want to miss out! GALVANIZE Ibiza 2016 WITH A BANG
  47. 47. In every job that must be done, there is an element of fun. You find the fun and – SNAP – the job’s a game! Mary Poppins gamification pioneer GALVANIZE Ibiza 2016 WITH A BANG
  48. 48. IMMERSION – dive into the consumer world GALVANIZE Ibiza 2016 WITH A BANG HOW WELL DO YOU REMEMBER THE INSIGHTS? 1. Play the quiz HOW DO YOU RECOGNISE THE INSIGHTS? 2. Answer 1 Tile Q: Which object requires the most cleaning power? WHAT INSPIRES YOU IN THE WORLD OF CLEANING? 3. Add your Tile
  49. 49. IDEATION – generate & fine-tune ideas based on inspiration GALVANIZE Ibiza 2016 WITH A BANG Ideation techniques 1. Generate: Share your idea 2. Generate: Brand alphabet 3. Refine: Team role 4. Refine: The Osborne checklist 5. Refine: Thinking hats 6. Refine: Brainwalking 7. …
  50. 50. IMPACT – after 1 week … 47 REGISTERED USERS 50 VIEWS/INSIGHT TILE 29 COMMENTS 5/12 USER GENERATED/ ALLTILES WE STARTED WITH 1 WALLS 6 INSIGHT TILES LEADING TO 1 QUIZES 31:15 AVG. TIME/WEEK 2,5 SESSIONS/WEEK 21 COMPLETED 5,9 PAGES/SESSION HABITS ENGAGED USERS GALVANIZE Ibiza 2016 WITH A BANG
  51. 51. THANK YOU GALVANIZE Ibiza 2016 WITH A BANG
  52. 52. JILKE RAMON Jilke.Ramon@insites-consulting.com THANK YOU! QUESTIONS?
  53. 53. STEVEN DE BAERE Data Scientist MINORITY REPORT IN CCB’S
  54. 54. Minority REPORTGALVANIZE Ibiza 2016 26 YEARS OLD 3 YEAR COLLABORATION 1 TOPIC
  55. 55. GALVANIZE Ibiza 2016 PROACTIVE COMMUNITY MANAGEMENT Minority REPORT
  56. 56. GALVANIZE Ibiza 2016 3 YEARS 10 COMMUNITIES Minority REPORT
  57. 57. GALVANIZE Ibiza 2016 3 YEARS 10 COMMUNITIES 150K POSTS 7M DATA POINTS Minority REPORT
  58. 58. GALVANIZE Ibiza 2016 2 PAPERS 4 CONFERENCES Minority REPORT
  59. 59. GALVANIZE Ibiza 2016 2 PAPERS 4 CONFERENCES $2,000 PRIZE 2 AWARDS Minority REPORT
  60. 60. GALVANIZE Ibiza 2016 Minority REPORT ARE YOU A MARKET RESEARCH ANALYST?
  61. 61. GALVANIZE Ibiza 2016 Minority REPORT
  62. 62. GALVANIZE Ibiza 2016 Minority REPORT
  63. 63. GALVANIZE Ibiza 2016 Minority REPORT
  64. 64. GALVANIZE Ibiza 2016 Minority REPORT 61,3%
  65. 65. GALVANIZE Ibiza 2016 Minority REPORT
  66. 66. GALVANIZE Ibiza 2016 Minority REPORT Low quantity 1. Low quality 2.
  67. 67. GALVANIZE Ibiza 2016 Minority REPORT PROACTIVE COMMUNITY MANAGEMENT DETECTION PREVENTIONPRECISION PREDICTION I II III IV
  68. 68. GALVANIZE Ibiza 2016 Minority REPORT PROACTIVE COMMUNITY MANAGEMENT DETECTION PREVENTIONPRECISION PREDICTION I II III IV
  69. 69. GALVANIZE Ibiza 2016 Minority REPORT THE FUTURE CAN BE SEEN
  70. 70. GALVANIZE Ibiza 2016 Minority REPORT THE FUTURE CAN BE SEEN QUANTITY QUALITY Low High Low High
  71. 71. GALVANIZE Ibiza 2016 Minority REPORT THE FUTURE CAN BE SEEN QUANTITY QUALITY Low High Low High 1
  72. 72. GALVANIZE Ibiza 2016 Minority REPORT THE FUTURE CAN BE SEEN QUANTITY QUALITY Low High Low High 2
  73. 73. GALVANIZE Ibiza 2016 Minority REPORT THE FUTURE CAN BE SEEN QUANTITY QUALITY Low High Low High Community Stars Passivists High- Potentials Annoyers
  74. 74. GALVANIZE Ibiza 2016 Minority REPORT PROACTIVE COMMUNITY MANAGEMENT PREDICTION I
  75. 75. GALVANIZE Ibiza 2016 Minority REPORT WE SEE WHAT THEY SEE
  76. 76. GALVANIZE Ibiza 2016 Minority REPORT WE SEE WHAT THEY SEE AugJul Sep Oct Nov Past Future
  77. 77. GALVANIZE Ibiza 2016 Minority REPORT WE SEE WHAT THEY SEE AugJul Sep Oct Nov Past Future NARCISSISM!
  78. 78. GALVANIZE Ibiza 2016 Minority REPORT PROACTIVE COMMUNITY MANAGEMENT DETECTIONPREDICTION I II
  79. 79. GALVANIZE Ibiza 2016 Minority REPORT THE SYSTEM CAN’T BE WRONG
  80. 80. GALVANIZE Ibiza 2016 Minority REPORT THE SYSTEM CAN’T BE WRONG 50% 100% ….
  81. 81. GALVANIZE Ibiza 2016 Minority REPORT THE SYSTEM CAN’T BE WRONG 50% 100% 78%71% …. Low Quant Low Qual
  82. 82. GALVANIZE Ibiza 2016 Minority REPORT THE SYSTEM CAN’T BE WRONG 50% 100% 78%71% …. Low Quant Low Qual TRUSTWORTHY
  83. 83. GALVANIZE Ibiza 2016 Minority REPORT PROACTIVE COMMUNITY MANAGEMENT DETECTION PRECISION PREDICTION I II III
  84. 84. GALVANIZE Ibiza 2016 Minority REPORT MURDER CAN BE STOPPED
  85. 85. GALVANIZE Ibiza 2016 Minority REPORT MURDER CAN BE STOPPED PERSONALIZATION PROACTIVE ANTICIPATION
  86. 86. GALVANIZE Ibiza 2016 Minority REPORT MURDER CAN BE STOPPED QUANTITY QUALITY Low High Low High Annoyers 2 3 CONTEXUALIZE IDENTIFY EXECUTE 1
  87. 87. GALVANIZE Ibiza 2016 Minority REPORT PROACTIVE COMMUNITY MANAGEMENT DETECTION PREVENTIONPRECISION PREDICTION I II III IV
  88. 88. PROACTIVE COMMUNITY MANAGEMENT DETECTION PREVENTIONPRECISION PREDICTION I II III IV GALVANIZE Ibiza 2016 Minority REPORT
  89. 89. GALVANIZE Ibiza 2016 Minority REPORT
  90. 90. STEVEN DE BAERE Steven.Debaere@insites-consulting.com THANK YOU! QUESTIONS?
  91. 91. TOM DE RUYCK Managing Partner MEET GALVIN
  92. 92. GALVANIZE Ibiza 2016 WHY OUR GALVIN Automation and Artificial Intelligence BEATS SIRI
  93. 93. “Automation and Artificial Intelligence will, over a period of time, replace the worst 75% of market research, leaving just the best as having a significant human component.” GALVANIZE Ibiza 2016 Ray Poynter NewMR WHY OUR GALVIN BEATS SIRI
  94. 94. GALVANIZE Ibiza 2016 “Automation does indeed substitute for labor. However, automation also complements labor, raising economic outputs in ways that often lead to higher demand for workers.” Irving Wladawsky Berger WHY OUR GALVIN BEATS SIRI
  95. 95. GALVANIZE Ibiza 2016 Artificial Intelligence Intelligence Augmentation VERSUS WHY OUR GALVIN BEATS SIRI
  96. 96. GALVANIZE Ibiza 2016 MOST INNOVATIVE AGENCY. For now? WHY OUR GALVIN BEATS SIRI
  97. 97. DISAPPOINTMENT EXPERIMENTS GALVANIZE Ibiza 2016 Linear versus Exponential growth TIME TECHNOLOGY CAPABILITY AMAZEMENT BUSINESS GROWTH WHY OUR GALVIN BEATS SIRI
  98. 98. GALVANIZE Ibiza 2016 WHAT DOES THIS MEAN FOR THE Insight Activation Studio? WHY OUR GALVIN BEATS SIRI
  99. 99. GALVANIZE Ibiza 2016 “YOU’RE EITHER THE ONE THAT CREATES THE AUTOMATION OR YOU’RE getting automated” Tom Preston-Werner Founder GitHub WHY OUR GALVIN BEATS SIRI AUTOMATION1.
  100. 100. GALVANIZE Ibiza 2016 WHY OUR GALVIN BEATS SIRI IMPROVED ACTIVATION FLOW THE RIGHT MESSAGE AT THE RIGHT TIME
  101. 101. GALVANIZE Ibiza 2016 ARTIFICIAL2. INTELLIGENCE “Conversational interfaces will replace apps” Mark Zuckerberg CEO Facebook WHY OUR GALVIN BEATS SIRI
  102. 102. Meet Galvin – Our very own Chatbot GALVANIZE Ibiza 2016 LUIS AI WHY OUR GALVIN BEATS SIRI
  103. 103. GALVANIZE Ibiza 2016 “FIND ME SOME TILES ABOUT PACKAGING” When in a meeting or you’re working on a specific project you’re able to find out what your consumers and colleagues think about that topic. Case 3 LET’S MEET THE CONSUMER We can give the employees the feeling that they’re talking with their consumer while they’re actually interacting with user personas based on predetermined consumer segments. Case 1 SHOW ME THE LATEST NEW TILES You can ask to see the latest new tiles in a menu or simply subscribe to get a daily or weekly update. This is the start of a short and interactive journey through the consumers mind. Case 2 WHY OUR GALVIN BEATS SIRI Meet Galvin – Our very own Chatbot
  104. 104. GALVANIZE Ibiza 2016 BEATS SIRI Meet Galvin – Our very own Chatbot “FIND ME SOME TILES ABOUT PACKAGING” When in a meeting or you’re working on a specific project you’re able to find out what your consumers and colleagues think about that topic. Case 3 LET’S MEET THE CONSUMER We can give the employees the feeling that they’re talking with their consumer while they’re actually interacting with user personas based on predetermined consumer segments. Case 1 SHOW ME THE LATEST NEW TILES You can ask to see the latest new tiles in a menu or simply subscribe to get a daily or weekly update. This is the start of a short and interactive journey through the consumers mind. Case 2 WHY OUR GALVIN
  105. 105. Meet Galvin – Our very own Chatbot “FIND ME SOME TILES ABOUT PACKAGING” When in a meeting or you’re working on a specific project you’re able to find out what your consumers and colleagues think about that topic. Case 3 LET’S MEET THE CONSUMER We can give the employees the feeling that they’re talking with their consumer while they’re actually interacting with user personas based on predetermined consumer segments. Case 1 SHOW ME THE LATEST NEW TILES You can ask to see the latest new tiles in a menu or simply subscribe to get a daily or weekly update. This is the start of a short and interactive journey through the consumers mind. Case 2 GALVANIZE Ibiza 2016 WHY OUR GALVIN BEATS SIRI
  106. 106. GALVANIZE Ibiza 2016 DAILY DIGEST WHAT CAN THIS BOT DO FOR US today ANSWER QUESTIONS PROVIDE INSPIRATION WHY OUR GALVIN BEATS SIRI
  107. 107. GALVANIZE Ibiza 2016 WHAT CAN THIS BOT DO FOR US tomorrow VOICE CONTROL MEMORY ANSWER QUESTIONS 2.0 PERSONALITY PROACTIVE SUGGESTIONS WHY OUR GALVIN BEATS SIRI
  108. 108. GALVANIZE Ibiza 2016 “Ok Samantha, Inspiration” give me some WHY OUR GALVIN BEATS SIRI
  109. 109. GALVANIZE Ibiza 2016 TOTAL IMMERSION IN THE consumer world WHY OUR GALVIN BEATS SIRI
  110. 110. GALVANIZE Ibiza 2016 THE END OF THE Powerpoint reports IS NEAR! WHY OUR GALVIN BEATS SIRI
  111. 111. Challenge accepted?
  112. 112. TOM DE RUYCK Tom.Deruyck@insites-consulting.com THANK YOU! QUESTIONS?
  113. 113. GALVANIZE 2016 THANK YOU

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