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The Festival of NewMR 2013 would not be possible without our sponsors. Thanks to:
Gold Sponsors
Silver Sponsors
Session Sponsors
Media PartnerFestival Supporters
• Q – Research Software• CreaMetrix Research• TapestryWorks• Keen as Mustard• CrowdLab
• L&E Research• Schlesinger Associates• Focus Forums• eCGlobal Solutions• Revelation
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The art of researchHow we increased the value of the Diesel Pinterest page
By Annelies Verhaeghe, Head of research Innovation, InSites Consulting
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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From marketing to people
to marketing through people
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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How to increase the value of the
Diesel Pinterest page?
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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That’s easy!
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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# 1 Brand Identification
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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#2 Brand advocacy
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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#3 Conversion
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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That’s easy!
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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Challenge accepted
A hybrid methodology
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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Social media
listening
• Behavioural
measures
• # followers
• #pin & repins
• # likes
• # comments
• Top content
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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Home maker
Social media
netnography
• Clustering
Pinterest content
into online
persona’s
• Applying principles
of visual
ethnography
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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Activation mapping
• Quantitative survey
• n = 1222
• Current followers of Diesel
Page, Pinterest users & Online
target
• Profiling on socio demo’s,
lifestyle and passion points
• Activation profile
• Identification with the Pinterest
persona’s
%
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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Knowledge leverage
The value of the current Pinterest page
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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Huge fans...
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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But no advocates on Pinterest
3277
5657followers
7125
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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Knowledge leverage
What makes them tick
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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Luxury brands
Impress people
Show my style
Fun in life
No status quo
Excitement
Trendy products
Branded
The current followers
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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HIGH STREET
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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MODEL MAINSTREAM
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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Internal leverage
From insight to action
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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MODEL MAINSTREAM
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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Exteral leverage
Did we have an impact?
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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25Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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71% knowledge
65% identification
67% store visit
69% website59% buying
Changing the heart, minds & actions
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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Creating brand enthusiasts
51% Through our research
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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+41%
+44%
55% wom
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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Moving from reach
To relevanceAnnelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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Q & A
Annelies VerhaegheInSites Consulting
Ray PoynterVision Critical University