Best of galvanize webinar
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This is the full slidedeck of our Best of Galvanize Smartees Webinar, with some inspiring presentations of our latest InSites Conference. This Webinar was hosted on Tuesday 25 October 2016 by Katia Pallini (Content Impact Manager at InSites Consulting)
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Best of galvanize webinar
- 1. WELCOME OUR Smartees Webinar WILL START IN 10’ Grab a coffee, relax & enjoy!
- 2. WELCOME OUR Smartees Webinar WILL START IN 5’ Grab a coffee, relax & enjoy!
- 3. WELCOME OUR Smartees Webinar WILL START IN NOW Grab a coffee, relax & enjoy!
- 5. GALVANIZE 2016 GALVANIZE To cause (people) to become so excited or concerned about an issue or idea that they want to do something about it To cover with a layer of zinc to prevent it from rusting
- 6. GALVANIZE 2016 ENTER THE EXPERIENCE ECONOMY Increasing memory and empathy to drive research impact by Thomas Troch, Business Director. CONFESSIONS OF AN ADDICT The Amazon effect: how consumers become addicted to brands by Filip De Boeck, Managing Partner. IMPLICIT INNOVATION The role of implicit measurement in predicting consumer activation by Niclas Heider, Senior Research Consultant. WITH A BANG How Cillit Bang tackled the challenge of engaging their employees with insights by Jilke Ramon, Customer Success Coach. REPORT IN CONSUMER CONSULTING BOARDS How to predict consumer disengagement in online conversations by Steven Debaere, Data Scientist. MEET GALVIN Next generation of consumer observations and insights sharing by Tom De Ruyck, Managing Partner and Insight Activation Studio Ambassador. OUR WEBINAR PROGRAM
- 7. THOMAS TROCH Business Director ENTER THE EXPERIENCE ECONOMY
- 9. Schillewaert & Pallini, 2014
- 11. Premium ValueMarket Value UndifferentiatedDifferentiated Adapted from Pine and Gilmore, 2011
- 14. MEMORY EMPATHY INTERACTOBSERVE 4 REALMS OF AN experience Adapted from Pine and Gilmore, 2011
- 16. MEMORY EMPATHY INTERACTOBSERVE 4 REALMS OF AN experience Adapted from Pine and Gilmore, 2011
- 17. MEMORY EMPATHY INTERACTOBSERVE Adapted from Pine and Gilmore, 2011
- 18. WHAT IT TAKES TO STAGE AN experience
- 20. FILIP DE BOECK Managing Partner CONFESSIONS OF AN ADDICT
- 22. GALVANIZE Ibiza 2016 especially not e-commerce” “I don’t believe in internet, 2011
- 26. d hoc GALVANIZE Ibiza 2016
- 30. “They should hire you in Seattle, I rarely heard someone speaking with so much passion about Amazon” Tim Allen, Executive Creative Director, Product Experience Amazon
- 50. “I’ve made billions of dollars of failures at Amazon.com…None of those things are fun. But they also don’t matter.” – JB “Companies that are making bets all along, even big bets — but not bet- the-company bets — prevail. I don’t believe in bet-the-company bets. That’s when you’re desperate. That’s the last thing you can do” – JB
- 60. FILIP DE BOECK Filip.Deboeck@insites-consulting.com THANK YOU! QUESTIONS?
- 61. NICLAS HEIDER Senior Research Consultant IMPLICIT INNOVATION
- 62. GALVANIZE Ibiza 2016 Implicit Innovations
- 63. GALVANIZE Ibiza 2016 Implicit Innovations What is your favorite ice cream flavor?
- 64. GALVANIZE Ibiza 2016 Implicit Innovations Implicit measures What Measurement techniques that prevent you from deliberately thinking before answering Why To measure your automatic reactions and deduce your attitudes, beliefs, or behavioral intentions
- 65. GALVANIZE Ibiza 2016 Implicit Innovations
- 66. GALVANIZE Ibiza 2016 I’m watching a Webinar I’m in a swimming pool This webinar is awesome Implicit Innovations
- 67. GALVANIZE Ibiza 2016 I will talk to my friends about the ad I will not post this ad on Facebook Implicit Innovations Promoting intention after advertisement
- 68. GALVANIZE Ibiza 2016 Implicit Innovations Please respond to the statements you see in line with wanting to promote the product. Press L for TRUE and S for FALSE I will talk to my friends about the ad I will not post this ad on Facebook
- 69. GALVANIZE Ibiza 2016 Implicit Innovations Please respond to the statements you see in line with not wanting to promote the product. Press L for TRUE and S for FALSE I will talk to my friends about the ad I will not post this ad on Facebook
- 70. GALVANIZE Ibiza 2016 Implicit Innovations talk to friends share ad on social media share ad via email visit product website NOT LIKELY LIKELY PROMOTING INTENTION
- 72. JILKE RAMON Customer Success Coach WITH A BANG!
- 73. THE CILLIT BANG STUDIO GALVANIZE Ibiza 2016 WITH A BANG
- 74. GALVANIZE Ibiza 2016 WITH A BANG Get new and fresh insights into the (power) cleaner category to develop new product and marketing initiatives
- 75. GALVANIZE Ibiza 2016 CONSUMER CONSULTING BOARD WITH A BANG Bathroom = FRUSTRATIONS Power TENSION HARSH IMAGE Pleasure = RESULTS Unpleasant SHOPPER JOURNEY
- 76. GALVANIZE Ibiza 2016 Consumers to employees CONSUMER CONSULTING BOARD INSIGHT ACTIVATION STUDIO WITH A BANG
- 77. GALVANIZE Ibiza 2016 WITH A BANG INSIGHT ACTIVATION studio HEARTS MINDS ACTIONS Create empathy & bring research closer to home Apply insights & create a consumer-centered mindset Identify ideas or actions & make a bigger change together
- 78. GALVANIZE Ibiza 2016 WITH A BANG FROM RESEARCH TO TILES WE STARTED WITH 290 SLIDES 3 WALLS 16 INSIGHT TILES 3 QUIZES TRANSLATED INTO #SPOTLESSROOMS #WITHABANG #SHOPPERJOURNEY How do consumers clean and create #SpotlessRooms? What are the strengths and weaknesses or Cillit Bang? What is impacting the consumer’s decision journey for cleaning products?
- 79. OUR LEARNING FORMULA GALVANIZE Ibiza 2016 WITH A BANG x Insight Example xAha! Tiny task = Insight or key take- away. Most people don’t enjoy actual cleaning. Associations with this activity are generally negative or neutral. It’s the result that brings people joy. Consumer quote or brand example to illustrate Case from Method: How can you link positive associations to cleaning? Fear no mess campaign. Focus on joy of getting dirty. Poll/Question/Task to create recognition/understanding. Q: Getting dirty or cleaning, which activity gives you the most pleasure?
- 80. THE EMPLOYEE pitch Why you don’t want to miss out! GALVANIZE Ibiza 2016 WITH A BANG
- 81. In every job that must be done, there is an element of fun. You find the fun and – SNAP – the job’s a game! Mary Poppins gamification pioneer GALVANIZE Ibiza 2016 WITH A BANG
- 82. IMMERSION – dive into the consumer world GALVANIZE Ibiza 2016 WITH A BANG HOW WELL DO YOU REMEMBER THE INSIGHTS? 1. Play the quiz HOW DO YOU RECOGNISE THE INSIGHTS? 2. Answer 1 Tile Q: Which object requires the most cleaning power? WHAT INSPIRES YOU IN THE WORLD OF CLEANING? 3. Add your Tile
- 83. IDEATION – generate & fine-tune ideas based on inspiration GALVANIZE Ibiza 2016 WITH A BANG Ideation techniques 1. Generate: Share your idea 2. Generate: Brand alphabet 3. Refine: Team role 4. Refine: The Osborne checklist 5. Refine: Thinking hats 6. Refine: Brainwalking 7. …
- 84. IMPACT – after 1 week … 47 REGISTERED USERS 50 VIEWS/INSIGHT TILE 29 COMMENTS 5/12 USER GENERATED/ ALLTILES WE STARTED WITH 1 WALLS 6 INSIGHT TILES LEADING TO 1 QUIZES 31:15 AVG. TIME/WEEK 2,5 SESSIONS/WEEK 21 COMPLETED 5,9 PAGES/SESSION HABITS ENGAGED USERS GALVANIZE Ibiza 2016 WITH A BANG
- 85. THANK YOU GALVANIZE Ibiza 2016 WITH A BANG
- 87. STEVEN DE BAERE Data Scientist MINORITY REPORT IN CCB’S
- 88. Minority REPORTGALVANIZE Ibiza 2016 26 YEARS OLD 3 YEAR COLLABORATION 1 TOPIC
- 89. GALVANIZE Ibiza 2016 PROACTIVE COMMUNITY MANAGEMENT Minority REPORT
- 90. GALVANIZE Ibiza 2016 3 YEARS 10 COMMUNITIES Minority REPORT
- 91. GALVANIZE Ibiza 2016 3 YEARS 10 COMMUNITIES 150K POSTS 7M DATA POINTS Minority REPORT
- 92. GALVANIZE Ibiza 2016 2 PAPERS 4 CONFERENCES Minority REPORT
- 93. GALVANIZE Ibiza 2016 2 PAPERS 4 CONFERENCES $2,000 PRIZE 2 AWARDS Minority REPORT
- 94. GALVANIZE Ibiza 2016 Minority REPORT ARE YOU A MARKET RESEARCH ANALYST?
- 95. GALVANIZE Ibiza 2016 Minority REPORT
- 96. GALVANIZE Ibiza 2016 Minority REPORT
- 97. GALVANIZE Ibiza 2016 Minority REPORT
- 98. GALVANIZE Ibiza 2016 Minority REPORT 61,3%
- 99. GALVANIZE Ibiza 2016 Minority REPORT
- 100. GALVANIZE Ibiza 2016 Minority REPORT Low quantity 1. Low quality 2.
- 101. GALVANIZE Ibiza 2016 Minority REPORT PROACTIVE COMMUNITY MANAGEMENT DETECTION PREVENTIONPRECISION PREDICTION I II III IV
- 102. GALVANIZE Ibiza 2016 Minority REPORT PROACTIVE COMMUNITY MANAGEMENT DETECTION PREVENTIONPRECISION PREDICTION I II III IV
- 103. GALVANIZE Ibiza 2016 Minority REPORT THE FUTURE CAN BE SEEN
- 104. GALVANIZE Ibiza 2016 Minority REPORT THE FUTURE CAN BE SEEN QUANTITY QUALITY Low High Low High
- 105. GALVANIZE Ibiza 2016 Minority REPORT THE FUTURE CAN BE SEEN QUANTITY QUALITY Low High Low High 1
- 106. GALVANIZE Ibiza 2016 Minority REPORT THE FUTURE CAN BE SEEN QUANTITY QUALITY Low High Low High 2
- 107. GALVANIZE Ibiza 2016 Minority REPORT THE FUTURE CAN BE SEEN QUANTITY QUALITY Low High Low High Community Stars Passivists High- Potentials Annoyers
- 108. GALVANIZE Ibiza 2016 Minority REPORT PROACTIVE COMMUNITY MANAGEMENT PREDICTION I
- 109. GALVANIZE Ibiza 2016 Minority REPORT WE SEE WHAT THEY SEE
- 110. GALVANIZE Ibiza 2016 Minority REPORT WE SEE WHAT THEY SEE AugJul Sep Oct Nov Past Future
- 111. GALVANIZE Ibiza 2016 Minority REPORT WE SEE WHAT THEY SEE AugJul Sep Oct Nov Past Future NARCISSISM!
- 112. GALVANIZE Ibiza 2016 Minority REPORT PROACTIVE COMMUNITY MANAGEMENT DETECTIONPREDICTION I II
- 113. GALVANIZE Ibiza 2016 Minority REPORT THE SYSTEM CAN’T BE WRONG
- 114. GALVANIZE Ibiza 2016 Minority REPORT THE SYSTEM CAN’T BE WRONG 50% 100% ….
- 115. GALVANIZE Ibiza 2016 Minority REPORT THE SYSTEM CAN’T BE WRONG 50% 100% 78%71% …. Low Quant Low Qual
- 116. GALVANIZE Ibiza 2016 Minority REPORT THE SYSTEM CAN’T BE WRONG 50% 100% 78%71% …. Low Quant Low Qual TRUSTWORTHY
- 117. GALVANIZE Ibiza 2016 Minority REPORT PROACTIVE COMMUNITY MANAGEMENT DETECTION PRECISION PREDICTION I II III
- 118. GALVANIZE Ibiza 2016 Minority REPORT MURDER CAN BE STOPPED
- 119. GALVANIZE Ibiza 2016 Minority REPORT MURDER CAN BE STOPPED PERSONALIZATION PROACTIVE ANTICIPATION
- 120. GALVANIZE Ibiza 2016 Minority REPORT MURDER CAN BE STOPPED QUANTITY QUALITY Low High Low High Annoyers 2 3 CONTEXUALIZE IDENTIFY EXECUTE 1
- 121. GALVANIZE Ibiza 2016 Minority REPORT PROACTIVE COMMUNITY MANAGEMENT DETECTION PREVENTIONPRECISION PREDICTION I II III IV
- 122. PROACTIVE COMMUNITY MANAGEMENT DETECTION PREVENTIONPRECISION PREDICTION I II III IV GALVANIZE Ibiza 2016 Minority REPORT
- 123. GALVANIZE Ibiza 2016 Minority REPORT
- 124. STEVEN DE BAERE Steven.Debaere@insites-consulting.com THANK YOU! QUESTIONS?
- 125. TOM DE RUYCK Managing Partner MEET GALVIN
- 126. GALVANIZE Ibiza 2016 WHY OUR GALVIN Automation and Artificial Intelligence BEATS SIRI
- 127. “Automation and Artificial Intelligence will, over a period of time, replace the worst 75% of market research, leaving just the best as having a significant human component.” GALVANIZE Ibiza 2016 Ray Poynter NewMR WHY OUR GALVIN BEATS SIRI
- 128. GALVANIZE Ibiza 2016 “Automation does indeed substitute for labor. However, automation also complements labor, raising economic outputs in ways that often lead to higher demand for workers.” Irving Wladawsky Berger WHY OUR GALVIN BEATS SIRI
- 129. GALVANIZE Ibiza 2016 Artificial Intelligence Intelligence Augmentation VERSUS WHY OUR GALVIN BEATS SIRI
- 130. GALVANIZE Ibiza 2016 MOST INNOVATIVE AGENCY. For now? WHY OUR GALVIN BEATS SIRI
- 131. DISAPPOINTMENT EXPERIMENTS GALVANIZE Ibiza 2016 Linear versus Exponential growth TIME TECHNOLOGY CAPABILITY AMAZEMENT BUSINESS GROWTH WHY OUR GALVIN BEATS SIRI
- 132. GALVANIZE Ibiza 2016 WHAT DOES THIS MEAN FOR THE Insight Activation Studio? WHY OUR GALVIN BEATS SIRI
- 133. GALVANIZE Ibiza 2016 “YOU’RE EITHER THE ONE THAT CREATES THE AUTOMATION OR YOU’RE getting automated” Tom Preston-Werner Founder GitHub WHY OUR GALVIN BEATS SIRI AUTOMATION1.
- 134. GALVANIZE Ibiza 2016 WHY OUR GALVIN BEATS SIRI IMPROVED ACTIVATION FLOW THE RIGHT MESSAGE AT THE RIGHT TIME
- 135. GALVANIZE Ibiza 2016 ARTIFICIAL2. INTELLIGENCE “Conversational interfaces will replace apps” Mark Zuckerberg CEO Facebook WHY OUR GALVIN BEATS SIRI
- 136. Meet Galvin – Our very own Chatbot GALVANIZE Ibiza 2016 LUIS AI WHY OUR GALVIN BEATS SIRI
- 137. GALVANIZE Ibiza 2016 “FIND ME SOME TILES ABOUT PACKAGING” When in a meeting or you’re working on a specific project you’re able to find out what your consumers and colleagues think about that topic. Case 3 LET’S MEET THE CONSUMER We can give the employees the feeling that they’re talking with their consumer while they’re actually interacting with user personas based on predetermined consumer segments. Case 1 SHOW ME THE LATEST NEW TILES You can ask to see the latest new tiles in a menu or simply subscribe to get a daily or weekly update. This is the start of a short and interactive journey through the consumers mind. Case 2 WHY OUR GALVIN BEATS SIRI Meet Galvin – Our very own Chatbot
- 138. GALVANIZE Ibiza 2016 BEATS SIRI Meet Galvin – Our very own Chatbot “FIND ME SOME TILES ABOUT PACKAGING” When in a meeting or you’re working on a specific project you’re able to find out what your consumers and colleagues think about that topic. Case 3 LET’S MEET THE CONSUMER We can give the employees the feeling that they’re talking with their consumer while they’re actually interacting with user personas based on predetermined consumer segments. Case 1 SHOW ME THE LATEST NEW TILES You can ask to see the latest new tiles in a menu or simply subscribe to get a daily or weekly update. This is the start of a short and interactive journey through the consumers mind. Case 2 WHY OUR GALVIN
- 139. Meet Galvin – Our very own Chatbot “FIND ME SOME TILES ABOUT PACKAGING” When in a meeting or you’re working on a specific project you’re able to find out what your consumers and colleagues think about that topic. Case 3 LET’S MEET THE CONSUMER We can give the employees the feeling that they’re talking with their consumer while they’re actually interacting with user personas based on predetermined consumer segments. Case 1 SHOW ME THE LATEST NEW TILES You can ask to see the latest new tiles in a menu or simply subscribe to get a daily or weekly update. This is the start of a short and interactive journey through the consumers mind. Case 2 GALVANIZE Ibiza 2016 WHY OUR GALVIN BEATS SIRI
- 140. GALVANIZE Ibiza 2016 DAILY DIGEST WHAT CAN THIS BOT DO FOR US today ANSWER QUESTIONS PROVIDE INSPIRATION WHY OUR GALVIN BEATS SIRI
- 141. GALVANIZE Ibiza 2016 WHAT CAN THIS BOT DO FOR US tomorrow VOICE CONTROL MEMORY ANSWER QUESTIONS 2.0 PERSONALITY PROACTIVE SUGGESTIONS WHY OUR GALVIN BEATS SIRI
- 142. GALVANIZE Ibiza 2016 “Ok Samantha, Inspiration” give me some WHY OUR GALVIN BEATS SIRI
- 143. GALVANIZE Ibiza 2016 TOTAL IMMERSION IN THE consumer world WHY OUR GALVIN BEATS SIRI
- 145. GALVANIZE Ibiza 2016 THE END OF THE Powerpoint reports IS NEAR! WHY OUR GALVIN BEATS SIRI
- 146. Challenge accepted?
- 147. TOM DE RUYCK Tom.Deruyck@insites-consulting.com THANK YOU! QUESTIONS?
Notes de l'éditeur
- Welcome to this Best of Galvanize Webinar My name is Katia, I’m Content Impact Manager here at InSites Consulting and your host for this webinar. Three weeks ago the whole InSites Team went on a three day teambuilding to Ibiza. On the first day our very own inSites Congress took place. Like every edition, the congress is a unique blend of case studies, inspiring debates, idea pitches and conceptual thinking
- The Congress theme was: Galvanize Why this theme? Well if you google the term galvanize you will see that it stands for: : to cause (people) to become so excited or concerned about an issue, idea, etc., that they want to do something about it : to cover (steel or iron) with a layer of zinc to prevent it from rusting Just like the chemical process of adding a coat to prevent rusting, various InSites teams will take the stage and share their work and thinking on how to prevent research from rusting and how to create a unique chemical reaction leading to success for the projects, brands and clients we work for.
- 135 people submitted contributions and in the end we welcomed 78 people on stage We have selected 6 presentations (of ten minutes) that we thought would inspire and interest you. After every presentation we will leave some room for Q&A – should you have questions please ask them in the chat during the presentation and we
- Hi everyone! In the next 10 minutes I will talk about HOW we can WOW our audience as researchers, and WHY we should.
- Our research shows that only half of the MR studies are successful in driving change. That got me thinking about the success factors of the most impactful work that I’ve done in the past 6 years.
- And this goes beyond generating great consumer insight. In my experience, it is about delivering these insights in a way that is memorable and that generates empathy. So what type of deliverables do you think succeed in this ambitious goal? Making insights memorable and generating true empathy.
- Is it this type of deliverable? Raw data like this table report or a transcript? No A fully designed PowerPoint Presentation with conclusions and recommendations ? Probably not A Workshop to turn insights into ideas and actions? Maybe Pine and Gilmore developed this great framework on the Progression of Value. Let’s take a look where our research deliverables would go. Raw data is what we would call a COMMODITY. This is not differentiating and the value it provides is limited. When these results are turned into a PowerPoint presentation we call it a GOOD. Only by adding workshops and consulting, we can refer to research as a service. This is more differentiating and is also perceived to add more value. But is this SERVICE level enough to drive change?
- To answer this question, I explored the extremes of the service level in a study for Philips Sonicare. We carefully mapped out and designed the touchpoints to engage the client throughout the project. We presented the team with immersive consumer data, developed custom models, used out of category cases to inspire, hosted a workshop and even handed out postcards. Every member of the team could write their future self a postcard on actions they plan to take. We send the postcards back to them 3 months later as a reminder. When we tested the impact of study, we scored well on making the insights memorable, but their was room for improvement on the EMPATHY-level. And you need both to drive change.
- Luckily Pine & Gilmore feature a 4th type of offering: EXPERIENCE. An experience is a series of events that stimulates the senses and activates an audience to pay full attention. It evokes emotions which are crucial in creating memories. How can we deliver MR as an experiences?
- A first dimension to take into account is the participation level. Do we want people to interact with the flow of events or just observe. Active participation is easier for smaller audiences. Then we should think about the objectives we want to achieve. Do we want people to absorb insights and make them memorable? Or do we want to immerse them in the lives of their consumers and generate empathy? I’ve been playing around with EXPERIENCE for a while now and looking back, I mostly have “experience” on the right side of the spectrum. Actively engaging a smaller audience. For Air France KLM for example where we shared results of a concept test as a concept casino where people could place their bet on the concept that scored highest on a specific KPI. Truly making the results stick. For Heineken we wanted to increase empathy with the target group of party people, so we took the team on a lounge tour and gave them empathy cards with activities to perform to relive the journey of the target group. For experience examples on the left side, I had to look outside my own projects. When Skype wanted to introduce a new metric in the organization - the user ‘pulse’ –, they also tapped into experience. They built an installation with data-points represented by physical balls. An airstream shoots the balls in the air to the correct, corresponding height to show if the score goes up or down. And yes, people go wild when the balls go up. Last but not least, technology can provide a solution to also make immersion more scalable to a bigger audience. Instead of limiting the experience of an in-home ethnography to the happy few, VR could make this experience accessible to a whole organization. Thinking back about the Philips Sonicare project, I realized later that there was room for improvement on the empathy level. So I’d like to show you what I would do if I could do the project again – staging an experience – right here – right now - using technology that most of you have in your pocket.
- Who has a smartphone here? Can you hold it up in the air? For the people joining us remotely via ESOMAR TV – feel free to participate as well. Now open your browser and go to THOMAS360.NET, open in YouTube if prompted. You’ll have to bear with me. For this to work, you will need the latest version of the YouTube app. You can now IMMERSE in my very own toothbrush routine. Just move your phone around to get a view of my bathroom and literally look over my shoulder while I’m brushing my teeth.
- This experience is part of the bottom left quadrant. But in staging experiences, you can actually include more than 1 realm to increase the impact.
- Future of Studio Exciting challenge for Studio to be a hub for experiential deliverables.
- So what are the implications for us to make this work? It can require a unique type of data that is not typically part of how we do research – think about 360 footage that can be collected afterwards to emphasize key conclusions. We can tap into emerging technologies To keep the costs down, a whole lot of creativity is required to stage these experiences. It’s funny, but this 360 experiment actually costed me less than 360 dollars in hardware. And last but not least, it shouldn’t be a gimmick – each experience should have a clear purpose. Is this something for every project? No, for a simple logo test I wouldn’t recommend it. For a strategic project that requires a TRANSFORMATION, I truly believe that this is the way to go.
- I know a person who is addicted to Amazon. And this is his story……..
- Then there was that first purchase at Amazon and the start of an ad hoc relationship
- Then there was that first purchase at Amazon and the start of an ad hoc relationship
- Amazon changed my beliefs and assumptions and eventually started a chain reaction. My path to addiction – explained.
- Amazon changed my beliefs and assumptions and eventually started a chain reaction. My path to addiction – explained.
- After becoming a prime member – this quickly became an addiction. A chain reaction happened.
- I spend 6% of my disposable income on Amazon. That is also the body fat % in the middle picture
- Not only in my purchase behavior I show my fanship, also in my recommendation behavior demonstrate the love for Amazon pretty much everyday
- Now let’s try to identify what are the drivers of this addiction and what we can learn from it so we can also make our clients addicted to us
- Amazon is more than just an online store, it is an eco-system with many many touch points. Amazon is an eco-system of hardware and software
- I have 4 hardware devices
- , 1 membership and I use 10 different brands/services/products of the Amazon eco-system. And I am recognized across the different components of this eco-system and each touch point deliver a similar experience.
- This eco system grow organically in many different ways, but I love the fact they keep pushing the boundaries of what is possible, rather than deliver what is probable.
- This unbridled innovation drives top line growth, and Amazon keeps investing in future innovation which results in a flat bottom line. But is worth $300 billion today!
- Prepare for the unexpected, every day.
- All this innovation is happening, but what is even more important is anticipation. It is a product of awareness of Amazon innovations and the excitement that creates with the market.
- But also back to basics.
- Things that make me feel like….
- Awards and industry recognition are key.
- Awards winning TV shows – awards for content, not technology. Amazon won yet again 6 Emmys this year.
- Something that makes me feel like …..
- And also the permission to fail. Amazon destinations (travel agency), the fire Phone and Amazon diapers are all experiments that were not really successful, but overall contributed to where Amazon is today.
- You know me better than I know myself. The predictive value of suggestions and recommendations are huge in terms of impact.
- Amazon pretty much invented recommendations. Interesting how in their first website - 1994 – they talk about a hybrid between machine generated (AI) and human generated recommendations.
- 1. ECO SYSTEM When looking at the future of InSItes Consulting, I believe in the power of the square as our own eco-system. You can evolve as a customer within the same ‘comfortable’ environment, offer different experiences, but within a bandwith of comfort and predictability. It takes an experience to change beliefs and assumptions. Before you get addicted you need that first hit and it should hit you hard. There will always be non believers. Deliver a ‘trial’ experience that represents the core experience of the square
- 2. We need to think anticipation, more than innovation.Anticipation requires a mix of awareness and excitement. Not just the fact of innovation.
- 3. Industry recognition for the content, not the tool
- 4. Allow experimentation and prepare to fail 5. Push relevant content to who needs it when they need it by using a hybrid between AI and human approach. After all, we know our clients better than Amazon know theirs right?!
- 5. Push relevant content to who needs it when they need it by using a hybrid between AI and human approach. After all, we know our clients better than Amazon know theirs right?!
- Cillit Bang eerste case Probleem Cillit Bang
- Cillit Bang is an established RB brand offering a wide range of cleaning products globally, mainly focusing on what they call powercleaners (powerful products for specific usage). They want to immerse into consumer life, understand their habits, routines, unmet needs and brand usage and use these insights to develop new product and marketing initiatives.
- We have set up a 3 week CCB in France and Russia. The key conclusions: Pleasure in cleaning comes from the results and satisfaction afterwards, not from the cleaning itself. The bathroom is the source for most frustrations, while kitchen has the most positive associations and highest social investment. Different levels of power are required for different rooms – and too much power can be off putting, whereas not enough power can be frustrating. Find out what consumres want - share that to employees. How? Let them immers into the consumer world
- Annelies: kracht ecosystem probleem is, mensen die dit als 2e merk hebben, verspreid zijn over landen en mensen die hierop zitten maar geen tijd hebben. Hoe activeer je die insights/ Want onmogelijk om samen te krijgen voor presentatie – Hoe activeer je dit? Studio / /integreerd ecosystem verhaal, hoe consume rinsights werkbaar maken
- Learning / activation flow What do we do with research inside the Studio? Play on the hearts, minds & actions For Cillit Bang this means that we start with immersing in the research & playing on the hearts & minds Next, we will focus on ideation and trigger new ideas on how to make Cillit Bang a top brand again. End goal for this Studio: new concepts they can use
- How did we went from research into Tiles. We started with the final summary Annelies & her team created. From that, we took the 3 most important themes CB needed to work upon, which was the cleaning experience itself, the brand perception and how consumers choose their cleaning product. We created 16 insight Tiles, based upon the key-takeaways. Because they already have seen the insights, we started with a little quiz to test how well they remember the insights. Quiz eerst
- #2 Engaging Tiles Opbouw van Tiles // insights versterkt met quotes, pictures, videos of cases Example kan consumer quote zijn of competitor/brand case of vbn van trends/blogs/e… Vertrekken van insight (satisfaction niet cleaning zelf) en hoe hebben we dit omgebouwd naar een Tile
- How did we make it fun? #1 employee pitch // why you don’t want to miss out
- Giving them a task is not the only thing . Make it fun! Quote from Mary Poppins
- How to immerse into consumer research? BUSY BUSINESS PROOF! 5 minutes a week CB: 3 tasks:
- Next use those consumer research to start ideation phase // make ideas that are relevant for consumers How? CB only online , start with basic ideas and then use different techniques to come up with more fresh ideas (e.g. Brand alphabet, Team role, Thinking hats)
- Impact? Show with numbers from CB Quiz naar voern paginas/s per sessie, plus time per week zoveel sessies, zoveel pagina’s op weekbasis meer dan een halfuur er op En we only ask in our pitch for 5 minutes. If we ask less, we get more, because we make it fun and we make it a more collaborative, learning experience
- Cillit Bang eerste case Probleem Cillit Bang
- Well, I’m Steven
- Well, I’m Steven
- For this research, We have been looking at 3 years of data from 10 ongoing Dutch CCB’s of the brands you see here
- And a total of 150,000 posts We looked at the activity & sentiment of all members, moderators & community in general & Analyzed about 7M data points
- Thus far, We have 2 managerial papers written about it Presented the research at 4 conferences
- And even won a $2,000 prize & & an award from the « Marketing Science Institute » for promising research on hot topics
- Therefore, let me start with one question…. Who can call himself/herself a « Market Research analyst »?
- Well, you will all be fired & out of jobs, 20 years from now But you may think this is a very bold or rude statement, coming from somebody, as I explained, or as some say « the outsider within the insiders »… But this is not my opinion. It’s based on research from the oxford university
- They say that you all will be replaced by robots… By knowing about the fact that « the robots are coming », they looked at all the jobs, at what everybody actually does & which parts, due to new emerging technologies, could be replaced by robots.
- They have an online tool, that allows you to calculate the percentage your job is at risk, 20 years from now on… Like we see here, bookkeepers have a pretty high risk level… The main idea is that if your jobs requires more creativity, negotiation, helping others & doing nice things, that you’re more safe to still have your job in the future.. Well, for this congress, I did the exercise for you..
- It points out that the job of a MR analyst is 61.3% at risk. So it’s kind of a medium risk level. But what can we do about it, how can anticipate on this number, to make sure that we’re more safe of your jobs? Well, it’s by embracing the new upcoming technologies, reshifting your focus to high-value, human exclusive tasks & letting the other parts of the job to be done by computers.
- Who saw the movie? For those of you who haven’t seen it, it’s a movie that describes a world in which murder is predicted by oracles & therefore can be stopped. It stars Colinn Carell & Tom Cruise, which is part of a police unit that arrests those murders. Welll, to make the link with communities, let me make a cheezy analogy: where murder is a threat for the world Tom Cruise lives in, member disengagement is the same for moderators & structural ongoing CCB’s
- We identify two types of member disengagement. Low Quantity & low quality. - Low quant -> not enough input & unattractive communities Low qual -> you can’t really do anything with the posts As we want to sustain ongoing ccb’s on the long-term, it’s crucial to battle member disengagement. You as a moderator can do a pretty good job, but it requires a lot of energy. Therefore, let me present to you an approach that will help you to work more cost-efficiently.
- It’s called proactive community mamangement. Proactive community mamanagement is an approach that allows you to work proactively, objectively & time-cost efficient. It consists of 4 principles
- & I am very lucky because it’s very easy to explain these principles & the approach to you by the movie Minority Report itself.
- In the movie a main idea is that the future can be seen. In real life, you can also look at the future. But it’s not a very wise decision to rely on oracles or frauds, there’s something else that’s called predictive analytics. Predictive analytics is a technique that predicts future events by constructing models on historical data. And that’s what we are going to do in a community context. Our study shows that it’s possible & very effective to predict member activity in the futrue. This means that we can predict for each member what their future performance will be in the future.
- Now how, can we make this more practical in a community context. By combining the two dimensions (quantity & quality) & their respective activation levels (low & high), we can come up to a four quadrant framework, that allows you to identify easily the future performance of each member. Therefore, we can see the future of each member
- Now how, can we make this more practical in a community context. By combining the two dimensions (quantity & quality) & their respective activation levels (low & high), we can come up to a four quadrant framework, that allows you to identify easily the future performance of each member. Therefore, we can see the future of each member
- Now how, can we make this more practical in a community context. By combining the two dimensions (quantity & quality) & their respective activation levels (low & high), we can come up to a four quadrant framework, that allows you to identify easily the future performance of each member. Therefore, we can see the future of each member
- Now how, can we make this more practical in a community context. By combining the two dimensions (quantity & quality) & their respective activation levels (low & high), we can come up to a four quadrant framework, that allows you to identify easily the future performance of each member. Therefore, we can see the future of each member
- & I am very lucky because it’s very easy to explain these principles & the approach to you by the movie Minority Report itself.
- In the movie, the look into the future by using oracles. The oracle tells what will hapen in the future. There’s a quote that says « we see what they see ». But more importantly, the question here is, how do they see it?
- For predictive analytics, this works by identifying patterns that explain future events. The more intuitive explanation is that it tried to find habits, which is also what we can do in a community context.
- One of the interesting patterns that we found is that a moderator must not use a narcissitic writing style. This confirms the fact that you must talk about them & not about you, otherwise many members will engage in disengagement.
- & I am very lucky because it’s very easy to explain these principles & the approach to you by the movie Minority Report itself.
- Moreover, in the movie, there’s an imporant discussion between tom cruise & collin farrel about the credibility of the system. Tom Cruise says that the system it’s perfect, whether Colin Farell doubs those statements.
- In predictive analytics, there are two important things to say about this. First, perfect prediction is not possible. No one can perfectly say what is going to happen. Now, how can we identify good models. Well, a rule of thumb is that it must perform better than random choice, which in our case is 50%. If you would decide randomly between low or high quantity, you have a 50% chance of being right. A prediction model must perform better than that.
- In our study, we saw that our prediction models have a pretty good performance. 71% & 78%. Second, it’s important that predictive analytics will get adopted. Therefore, sometimes one will give up accuracy to make the models more comprehensible & justifiable for the business user, here the moderator. So succesful adoption will require a trade-off decision and not only aiming for high accuracy
- Second, it’s important that predictive analytics will get adopted. Therefore, sometimes one will give up accuracy to make the models more comprehensible & justifiable for the business user, here the moderator. So succesful adoption will require a trade-off decision and not only aiming for high accuracy
- & I am very lucky because it’s very easy to explain these principles & the approach to you by the movie Minority Report itself.
- Last, in the movie, murder is stopped & prevented. That’s also an important implacation with predictive analytics. Because we can predict, we can anticipate on it & prevent it from happening.
- Because we can identify at the member level, we can adapt the prevention campaign & go for personalization. Now how does it work practically, the machine can identify (by using the prediction models) & contextualize (by giving the background information & suggestion for prevention), the moderator can focus on the high-value task & finalize by executing the prevention action.
- Because we can identify at the member level, we can adapt the prevention campaign & go for personalization. Now how does it work practically, the machine can identify (by using the prediction models) & contextualize (by giving the background information & suggestion for prevention), the moderator can focus on the high-value task & finalize by executing the prevention action.
- & I am very lucky because it’s very easy to explain these principles & the approach to you by the movie Minority Report itself.
- So that’s what proactive community mamagent is about. The four principles are prediction, detection, precision, prevention. This allows you to go to a new level of augmented intelligence. Don’t be the machine. Adopt & embrace the new technologies to be the Tom Cruise in your community.
- Well, you will all be fired & out of jobs, 20 years from now But you may think this is a very bold or rude statement, coming from somebody, as I explained, or as some say « the outsider within the insiders »… But this is not my opinion. It’s based on research from the oxford university
- automation
- Given the continuing automation of so much human work over the past couple of centuries, why are there still so many jobs left? The answer isn’t very complicated, although frequently overlooked. As Prof. Autor succinctly puts it: “tasks that cannot be substituted by automation are generally complemented by it.” Automation does indeed substitute for labor. However, automation also complements labor, raising economic outputs in ways that often lead to higher demand for workers.
- Automation = Drip programs send emails to targeted groups at specific intervals based on time or activities
- Improve e-mail activation flow personal approach, tracking, A/B testing, be relevant Be relevant at the best times in-app messages (very personal)
- Quote Mark zuckerberg
- Case 1: Meet your consumer MC- Persona Let’s meet Anna, she will tell you a little more about herself
- change
- 135 people submitted contributions and in the end we welcomed 78 people on stage