The bright future of communities at MRS Social Media Research Conference

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The bright future of communities, presented at MRS Social Media Research Conference by Tom De Ruyck and Sébastien Van Laere on Thursday September 26, 2013.

Business

Consumers are at the heart of our organisations
@SEBASTIENVL

?
?
?
?
4 things to remember about the new customer
@SEBASTIENVL

57%
A person from
your contact
list
14%
A company
@SEBASTIENVL

?
?
?
 Perfect information
 Consumer-generated
 Trustworthy
 Lightning fast
 Fuelled by social media
@SEBASTIENVL

Cultures were never so close
@SEBASTIENVL

Stimulation junkies. On the go, but 100% connected.
@SEBASTIENVL

? ?
empowered
 Globally in touch
 Hyperfast learning
 Raising bar of expectations
@SEBASTIENVL

Higher purchase intention for products co-created by peers. (van Dijk, 2012)
@SEBASTIENVL

cosmopolitanempowered
?
 Sharing feedback
 Walking in our shoes
 Concrete business outcomes
@SEBASTIENVL

smart co-creator
cosmopolitanempowered
?
@SEBASTIENVL

smart co-creator
cosmopolitanempowered
 Rational overload
 Emotional heuristics
 Herd behaviour
 Emotional sharing
@SEBASTIENVL

smart co-creator
cosmopolitanempowered
emotional
@SEBASTIENVL

What’s the impact
on companies?
@SEBASTIENVL

We need to make consumers an
integral part of everything we do.
Mariken Kimmels / H.J. Heinz
@SEBASTIENVL

What’s the impact
on research?
@SEBASTIENVL

Playing instead
of paying for
attention
@SEBASTIENVL

‘Online Communities’ become more and
more a true ‘Fusion Research’ tool that
allows for ‘triangulation’ on different
levels. Leading to more valid research
results, fresh inspiration and a deeper
understanding of the issue researched.
Frédéric Gennart / Inter IKEA Systems
@SEBASTIENVL

Central Research Nerve System
@SEBASTIENVL

What could be
the result?
YELO CASE:
Fusion with Social Media Research
@SEBASTIENVL

Leveraging research
results to the max!
@SEBASTIENVL

Conversations from external stakeholders
Conversationsfrominternalstakeholders Proud
company
Conversation
company
Boring
company
Adored
company
Communication is key!
@SEBASTIENVL

What about the future of
market research?
@SEBASTIENVL

Smart
Cookies
academic backbone
sector expertise
marketing consulting
innovative methods
change agent
engagement & activation
Creative
Solid
@SEBASTIENVL

linkedin.com/in/tomderuyck
uk.linkedin.com/in/sebastienvanlaere
tom@insites-consulting.com
sebastien@insites-consulting.com
@tomderuyck
@sebastienvl
www.insites-consulting.com
Ready for a bright future?
Head of Research Communities

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The bright future of communities at MRS Social Media Research Conference

2. Consumers are at the heart of our organisations @SEBASTIENVL

3. @SEBASTIENVL

4. Customers… Who are they? @SEBASTIENVL

5. ? ? ? ? 4 things to remember about the new customer @SEBASTIENVL

6. @SEBASTIENVL

7. 57% A person from your contact list 14% A company @SEBASTIENVL

8. Everyone is a critic/reviewer and the outcome may leverage your brand… @SEBASTIENVL

9. ... or damage your brand @SEBASTIENVL

10. ? ? ?  Perfect information  Consumer-generated  Trustworthy  Lightning fast  Fuelled by social media @SEBASTIENVL

11. ? ? ? empowered @SEBASTIENVL

12. Cultures were never so close @SEBASTIENVL

13. Stimulation junkies. On the go, but 100% connected. @SEBASTIENVL

14. ? ? empowered  Globally in touch  Hyperfast learning  Raising bar of expectations @SEBASTIENVL

15. cosmopolitanempowered ? ? @SEBASTIENVL

16. 83% @SEBASTIENVL

17. @SEBASTIENVL

18. @SEBASTIENVL

19. @SEBASTIENVL

20. Higher purchase intention for products co-created by peers. (van Dijk, 2012) @SEBASTIENVL

21. @SEBASTIENVL

22. cosmopolitanempowered ?  Sharing feedback  Walking in our shoes  Concrete business outcomes @SEBASTIENVL

23. smart co-creator cosmopolitanempowered ? @SEBASTIENVL

24. The paradox of choice. @SEBASTIENVL

25. @tomderuyck@SEBASTIENVL

26. @SEBASTIENVL

27. smart co-creator cosmopolitanempowered  Rational overload  Emotional heuristics  Herd behaviour  Emotional sharing @SEBASTIENVL

28. smart co-creator cosmopolitanempowered emotional @SEBASTIENVL

29. ? ? ? ? 4 things to remember about the new customer @SEBASTIENVL

30. smart co-creator cosmopolitanempowered emotional @SEBASTIENVL

31. It’s the media, stupid! @SEBASTIENVL

32. What’s the impact on companies? @SEBASTIENVL

33. @SEBASTIENVL

34. @SEBASTIENVL

35. @SEBASTIENVL

36. @SEBASTIENVL

37. @SEBASTIENVL

38. @SEBASTIENVL

39. @SEBASTIENVL

40. @SEBASTIENVL

41. We need to make consumers an integral part of everything we do. Mariken Kimmels / H.J. Heinz @SEBASTIENVL

42. What’s the impact on research? @SEBASTIENVL

43. @SEBASTIENVL

44. Playing instead of paying for attention @SEBASTIENVL

45. @SEBASTIENVL

46. Filling our Blind Spots @SEBASTIENVL

47. @SEBASTIENVL

48. @SEBASTIENVL

49. @SEBASTIENVL

50. @SEBASTIENVL

51. @SEBASTIENVL

52. ‘Online Communities’ become more and more a true ‘Fusion Research’ tool that allows for ‘triangulation’ on different levels. Leading to more valid research results, fresh inspiration and a deeper understanding of the issue researched. Frédéric Gennart / Inter IKEA Systems @SEBASTIENVL

53. @tomderuyck @SEBASTIENVL

54. @SEBASTIENVL

55. @SEBASTIENVL

56. @SEBASTIENVL

57. @SEBASTIENVL

58. @SEBASTIENVL

59. @SEBASTIENVL

60. @SEBASTIENVL

61. @SEBASTIENVL

62. @SEBASTIENVL

63. Central Research Nerve System @SEBASTIENVL

64. What could be the result? YELO CASE: Fusion with Social Media Research @SEBASTIENVL

65. @SEBASTIENVL

66. @SEBASTIENVL

67. @SEBASTIENVL

68. @SEBASTIENVL

69. @SEBASTIENVL

70. @SEBASTIENVL

71. @SEBASTIENVL

72. @SEBASTIENVL

73. @SEBASTIENVL

74. @SEBASTIENVL

75. @SEBASTIENVL

76. @SEBASTIENVL

77. @tomderuyck

78. @SEBASTIENVL

79. @SEBASTIENVL

80. Leveraging research results to the max! @SEBASTIENVL

81. Conversations from external stakeholders Conversationsfrominternalstakeholders Proud company Conversation company Boring company Adored company Communication is key! @SEBASTIENVL

82. Internal @SEBASTIENVL

83. Internal @SEBASTIENVL

84. Internal @SEBASTIENVL

85. Internal @SEBASTIENVL

86. Internal @SEBASTIENVL

87. @SEBASTIENVL

88. External @SEBASTIENVL

89. What about the future of market research? @SEBASTIENVL

90. Smart Cookies academic backbone sector expertise marketing consulting innovative methods change agent engagement & activation Creative Solid @SEBASTIENVL

91. @SEBASTIENVL

92. linkedin.com/in/tomderuyck uk.linkedin.com/in/sebastienvanlaere tom@insites-consulting.com sebastien@insites-consulting.com @tomderuyck @sebastienvl www.insites-consulting.com Ready for a bright future? Head of Research Communities

The bright future of communities at MRS Social Media Research Conference

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The bright future of communities at MRS Social Media Research Conference