Memefication of Insights Eat 'n Learn Smartees
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@hakimzemni Memefication of Insights SMARTEES – GHENT – October 27
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Transcript of Memefication of Insights Eat 'n Learn Smartees
@hakimzemni
Memeficationof Insights
SMARTEES – GHENT – October 27
#InSites
@hakimzemni
Wifi: insitesvisitor
Password: welcome2insites
ConversationSTARTERS!
@hakimzemni
Hi, I’m ….., I work @...
…I’m interested in today’s topic because… .
…my favorite meme of the moment is… .
…when we do research, the biggest challenge is… .
@hakimzemni
Memeficationof Insights
@hakimzemni
Mummyfication
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Mommyfication
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Memeficationof Insights
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businessIMPACT !
@hakimzemni
@hakimzemni
14:15 Building a consumer-driven business together
Wrap up and Q&A
Dorel Juvenile case
Networking & drinks
15:15
16:15
15:45
16:30
Coffee break
AGENDA
@hakimzemni
CONGRESS AWARD
Best case study
& paper overall
Esomar, Dublin 2015
BOOK
SEED
ACTIVATECOLLABORATE
Work together
to shape
outcomes
Spreading new
insights through
the organization
Trigger
stakeholders
to interact
with insights
HARVEST
Collecting
insights we
already know
USE THE 4
OF marketing
BUILDING BLOCKS
insights
UPDATES
WORKSHOPS & WALLS
RE
AC
H
TIME
IMMEDIATE ACTION
THE INSIGHT ACTIVATION STUDIO
Tim Duhamel, Founding Partner & Chief Strategy Officer, InSites Consulting
CASESTUDY: DOREL JUVENILE
@TIMDUH
INSIGHT IMPACT
OF THE GAME
IS THE NAME
20 talks with
marketers and
insights managers
MR Impact Research
survey with 185
marketers and
insights managers
@TIMDUH
TOWARDS CONSUMER
ON A MISSION
CENTRICITY
@TIMDUH
SPOTTING NEW
MARKET OPPORTUNITIES
ZhongShan
(China)
@TIMDUH
HOW TO NAVIGATE
THIS TRANSFORMATION?
#STRATEGY #INSIGHTS #PEOPLE
@TIMDUH
Meme |’mi:m/meemAn idea, behavior, or style that spreads from person to person within a culture*
#CARSEATCODE
We have a strong position in the baby & toddler car seat market.
However, the conversion on group 2/3 car seat is rather low. Somehow, parents decide not to choose our car seats when their
kids grow older. Personal designs, safety reasons or convenience...
What influences parents when buying car seats and how can we improve our position?
WIDESPREAD
UNDERSTANDINGDIFFUSIONAUGMENTATION
BEHAVIOR
CHANGE
* By Richard Dawkins, 1989, The Selfish Gene
@TIMDUH
MARKETING INSIGHTS
INTERNALIZE
#experience
@TIMDUH
THE ORGANISATION
FROM TEAMS TO
#reach
@TIMDUH
TO HABIT CREATION
FROM HABITS
#structural
@TIMDUH
THE DOREL STUDIO
INTRODUCING
@TIMDUH
INSPIRATION WALL INSPIRATION TILE ADD NEW TILE
HOW IT
WORKS
@TIMDUH
SOLVE PROBLEMS,
SOFTWARE DOESN’T
PEOPLE DO
#launchprogram3/
INCREASE
REACH
2/
INSTALL
ROUTINES
1/
STRATEGIZE
@TIMDUH
1/
STRATEGIZE
WHAT’S YOUR PURPOSE?
@TIMDUH
1/
STRATEGIZE
IDENTIFY YOUR
BUSINESS GOALS
@TIMDUH
CRAFT YOUR
ACTIVATION PLAN
1/
STRATEGIZE
@TIMDUH
7
9
8
88
51
2/ INSTALL FIRST
#66days
#CARSEATCODE
2/
INSTALL
ROUTINES
ROUTINES
@TIMDUH
FIRST USER
EXPERIENCES
“I see the Studio as a
platform to share
something you see and
find really interesting, but
don’t really understand yet.
It still has these ‘loose
ends’. You share what
you see, and there will
always be someone
inspired by your input.
There is a lower barrier to
post your ideas”
2/
INSTALL
ROUTINES
@TIMDUH
3/ MEASURE, LEARN & BUILD
3/
INCREASE
REACH
NEW CAMPAIGNS
@TIMDUH
THE stats
33% USERS REGISTERED • 65% REPEAT USERS
56% 35% 28%
AFTER 2 MONTHS…
1,8 7,6 9:08LIKING
USERS
POSTING
USERS
COMMENTING
USERS
VISITS PER
USER PER
WEEK
PAGES
PER VISIT
TIME SPEND
PER VISIT
@TIMDUH
HABIT FORMING
TAKES TIME
from VISITS to CONTRIBUTIONS
@TIMDUH
TIME (WEEKS)
FU
EL
FO
R Y
OU
R B
US
INE
SS
Return on efforts
Invest in your
change program
INVEST FIRST,
HARVEST LATER
The more actions taken to
support the initiative, the
higher chance for success
Effort
s
@TIMDUH
THE impactFOR DOREL
@TIMDUH
THE EFFECT OF
POSITIVE DISRUPTION
Consumer feeling dropped
from 7,7 to 7,4
I know very well what products are
on the market for the category I
work for
#MARKETUNDERSTANDING
@TIMDUH
Information and personalization, two pending themes that are always in our mind but require refreshing. But the real challenge is change in
behavior. This will come back in our new innovation projects!
FILLING OUR
BLIND SPOTS
@TIMDUH
BETTER IDEAS
OVER TIME
#outsidein
“The Studio made me think
deeper about some things, like
‘how can I pimp the customer
journey’? Now I’m always
looking if there is something
interesting to post on the
Studio. I always ask myself ‘is
this something I would like to
share with my colleagues?’”.
TIME (WEEKS)
QU
AL
ITY
OF
OU
TP
UT
@TIMDUH
WHAT’S NEXT?
#GLOBALCMI
#KEYMARKETWALLS
#SUSTAINABLEUSE
@TIMDUH
@TIMDUH
THANK YOU!
Tim Duhamel, Founding Partner & CSO, InSites Consulting
@hakimzemni
@hakimzemni
STAY TUNED
www.insites-consulting.com/news-events/
