The Art of Research: How we increased the value of the DIESEL Pinterest page

Transcript of The Art of Research: How we increased the value of the DIESEL Pinterest page

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The art of research How we increased the value of the Diesel Pinterest page By Annelies Verhaeghe, Head of research Innovation, InSites Consulting

How to increase the value of the

Diesel Pinterest page?

That’s easy!

# 1 Brand Identification

http://www.google.be/url?sa=i&rct=j&q=brand+love&source=images&cd=&cad=rja&docid=v5U8qBY4DEKYRM&tbnid=MDXQ-YKR3jm9ZM:&ved=0CAUQjRw&url=http://khlim2-1112-evenement-01.sycro.com/love-brand-event&ei=0sjEUa_eD8bG0QXC5oGAAg&bvm=bv.48293060,d.ZG4&psig=AFQjCNG9OIWHbNZ1cwtNYqWskHP5lcy4QQ&ust=1371937350894894

#2 Brand advocacy

http://www.google.be/url?sa=i&rct=j&q=brand+advocate&source=images&cd=&cad=rja&docid=rNyX-ZzGhRwj_M&tbnid=3C1MaqIbjEy_EM:&ved=0CAUQjRw&url=http://jimmarous.blogspot.com/2011/05/brand-advocates-should-be-cultivated.html&ei=PcnEUcTsHYKd0AWWqoH4Ag&psig=AFQjCNFZRW6HvlAvtlb3HM4s2xgl6TIRqg&ust=1371937452924280

#3 Conversion

That’s easy!

Social media

listening

Social media

netnography

Quantitative

survey

A hybrid methodology

Automated visual

analysis

Qualitative visual

analysis Visual based tasks

Knowledge leverage

The value of the current Pinterest page

Huge fans...

But no advocates on Pinterest

3277

5657 followers

7125

http://www.google.be/url?sa=i&rct=j&q=like+icon+heart&source=images&cd=&cad=rja&docid=INZGEf6KJSm8ZM&tbnid=Vka4X2D3xIZLaM:&ved=0CAUQjRw&url=http://www.excalibur-nw.com/forum/topic/18693-glossy-heart-icon/&ei=ayVdUZjkOobJhAeQpIGoCA&bvm=bv.44770516,d.ZG4&psig=AFQjCNF-kkwX-4I3R58YzqF51bVqon-tUQ&ust=1365145317718492

http://www.google.be/url?sa=i&rct=j&q=pinning+icon&source=images&cd=&cad=rja&docid=3hSiE_Rw3JVV4M&tbnid=8cFw9xASORupPM:&ved=0CAUQjRw&url=http://afmarcom.com/2012/03/04/pinterest-and-copyright-explained-in-plain-talk-part-one-the-difference-between-pinning-and-uploading/&ei=5yRdUbzfLcHIhAeJ4oHAAg&bvm=bv.44770516,d.ZG4&psig=AFQjCNGG4DWilTRNZTR6zz7AGlh2WVQyLQ&ust=1365145181434057

Knowledge leverage

What makes them tick

Luxury brands

Impress people

Show my style

Fun in life

No status quo

Excitement

Trendy products

Branded

The current followers

HIGH STREET

MODEL MAINSTREAM

Internal leverage

From insight to action

A research art exhibition

MODEL MAINSTREAM

Exteral leverage

Did we have an impact?

25

71% knowledge

65% identification

67% store visit

69% website 59% buying

Changing the heart, minds & actions

http://www.google.com/url?sa=i&rct=j&q=person+shadow+computer&source=images&cd=&cad=rja&docid=oIKW1Q-GgYO5UM&tbnid=lBNnLQtSLBvVdM:&ved=0CAUQjRw&url=http://us.ebid.net/for-sale/10-x-girl-lady-woman-laptop-computer-silhouette-die-cuts-quality-black-card-80661542.htm&ei=ey5dUfqzKKaM7QasyoGYBA&bvm=bv.44770516,d.ZG4&psig=AFQjCNE5V6O6gBOsl5gbb5TKeRukMiBhUA&ust=1365147563362093

http://www.google.com/url?sa=i&rct=j&q=brain+icon&source=images&cd=&cad=rja&docid=F4T5E7Bfa1I0mM&tbnid=X6TKilcGSJ-LtM:&ved=0CAUQjRw&url=http://www.123rf.com/photo_3124471_vector-brain-icon-black-and-white-simply-change.html&ei=jD5dUZLiNIqm0AXc74GIDA&bvm=bv.44770516,d.ZG4&psig=AFQjCNEvTR0J8TVhUwHW6tpnZ346T7YN5w&ust=1365151752926836

+41%

+44%

55% wom

http://www.google.be/url?sa=i&rct=j&q=pinning+icon&source=images&cd=&cad=rja&docid=3hSiE_Rw3JVV4M&tbnid=8cFw9xASORupPM:&ved=0CAUQjRw&url=http://afmarcom.com/2012/03/04/pinterest-and-copyright-explained-in-plain-talk-part-one-the-difference-between-pinning-and-uploading/&ei=5yRdUbzfLcHIhAeJ4oHAAg&bvm=bv.44770516,d.ZG4&psig=AFQjCNGG4DWilTRNZTR6zz7AGlh2WVQyLQ&ust=1365145181434057

Moving from reach To relevance

Welcome to our

research art exhibition

http://www.google.ro/url?sa=i&rct=j&q=official+opening&source=images&cd=&cad=rja&docid=8qSokH5RtamQzM&tbnid=808DO4tLopjYpM:&ved=0CAUQjRw&url=http://www.georgewbushlibrary.smu.edu/&ei=RBITUv-wLoqa0AXV14CIBA&bvm=bv.50952593,d.ZG4&psig=AFQjCNEDZ3J3jNHMSetisjHRfqvW2y_9aQ&ust=1377067966755143

The Art of Research: How we increased the value of the DIESEL Pinterest page

Business

Transcript of The Art of Research: How we increased the value of the DIESEL Pinterest page

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