The bright future of communities at MRS Social Media Research Conference
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Transcript of The bright future of communities at MRS Social Media Research Conference
Consumers are at the heart of our organisations
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Customers…
Who are they?
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?
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? 4 things to remember about the new customer
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57% A person from your contact
list
14% A company
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Everyone is a critic/reviewer and the outcome may leverage your brand…
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... or damage your brand
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?
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Perfect information
Consumer-generated
Trustworthy
Lightning fast
Fuelled by social media
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empowered
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Cultures were never so close
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Stimulation junkies. On the go, but 100% connected.
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? ?
empowered
Globally in touch
Hyperfast learning
Raising bar of expectations
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cosmopolitan empowered
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83%
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Higher purchase intention for products co-created by peers. (van Dijk, 2012)
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cosmopolitan empowered
? Sharing feedback
Walking in our shoes
Concrete business outcomes
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smart co-creator
cosmopolitan empowered
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The paradox of choice.
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smart co-creator
cosmopolitan empowered
Rational overload
Emotional heuristics
Herd behaviour
Emotional sharing
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smart co-creator
cosmopolitan empowered
emotional
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?
?
? 4 things to remember about the new customer
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smart co-creator
cosmopolitan empowered
emotional
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It’s the media, stupid!
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What’s the impact
on companies?
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We need to make consumers an
integral part of everything we do.
Mariken Kimmels / H.J. Heinz
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What’s the impact
on research?
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Playing instead
of paying for
attention
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Filling our
Blind Spots
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‘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
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@tomderuyck @SEBASTIENVL
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Central Research Nerve System
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What could be
the result?
YELO CASE: Fusion with Social Media Research
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Leveraging research
results to the max!
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Conversations from external stakeholders
Co
nve
rsa
tio
ns fro
m in
tern
al sta
ke
ho
lders
Proud
company
Conversation
company
Boring
company
Adored
company
Communication is key!
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Internal
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Internal
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Internal
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Internal
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Internal
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External
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What about the future of
market research?
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Smart Cookies
academic backbone
sector expertise
marketing consulting
innovative methods
change agent
engagement & activation
Creative
Solid
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@SEBASTIENVL
linkedin.com/in/tomderuyck uk.linkedin.com/in/sebastienvanlaere [email protected] [email protected] @tomderuyck @sebastienvl
www.insites-consulting.com
Ready for a bright future?
Head of Research Communities
