Online safari & Liquor brands

Let’s go on an online safari.Your rangers of today: Prof. Steven Van Belleghem, managing partner InSites ConsultingDenise Price, consumer planning manager Diageo Europe

Conversations are the key drivers of growth.NPS proved it.

Word-of-mouth has become WorLd-of-mouth.Same concept as 2000 years ago, but now at lightspeed.

Time to change the research toolbox.Old techniques are missing the really important stuff.

Nethnographic research is great.And still, it is limited. It doesn’t give you all the data & info needed for a great conversation strategy.

Diageo Europe believes in conversations.They want a conversational strategy for their key brands.We helped them.

Category conversationsTo what extent is there buzz about your product category?

To what extent are those conversations positive?What is the impact of the conversations on buying decision making?

Brand conversationsTo what extent is there buzz about your brand?

To what extent are those conversations positive?What is the impact of the conversations on buying decision making?

Customer conversationsDigital profile of your customer

Brand fanshipConversation strenght = volume & amplification

Time for some new metrics.These metrics give you the full picture of consumer conversations.

Impa

cthi

ghlo

w

Tone +++---

Size of bulbs is related to the conversation frequency

1,0

2,0

3,0

4,0

5,0

6,0

7,0

8,0

9,0

10,0

1,0 2,0 3,0 4,0 5,0 6,0 7,0 8,0 9,0 10,0

Cars

MagazinesLiquors

Sports clothing&shoes

Radio channels

Game consoles

Computers & laptops

Mobile phones

Mp3 players

Games

Map category conversations.Conversations about liquors are mainly “bonding”:positive but low impact.

Johnnie Walker consumers have a high conversation potential.They have a more advanced digital profile.

Let’s activate Johnnie Walker fans.Diageo wanted to offer value to its fans. Plan: a branded content site. Question: what content do they want?

Traditional methods not sufficient.Real question: what activates brand fans?

Time to go on a safari.With a survey we found their fans and asked if we could become Facebook friends for research purposes. They said ‘Yes!’

Step 1: we become REAL friends with the respondents.And we were honest, they knew it was for research purposes.

You learn a lot from someones profile page.All personal details, brands they like, topics they react on…

Scalable research.Compared to ethnographic research, there is no limit on the number of people we observe at the same time.

SELF DIRECTION

BOTH AMBITION

Rule out the Hawthorn effect.We could see natural behavior of the target group.

We did a combination of qual, quant & textmining to gather all insights.

Diageo went two steps further.Two important decisions were taken.

New briefing of media agency.Target brand fans and not a socio demographic target group.

Really connect with consumers.Too often decision were made on wrong perceptions. E.g. single malt drinkers are not interested in online conversations. Wrong!

Actually Diageo decided to go more on safari.We can recommend it, it’s fun. And…you actually learn more than in a zoo.

For more info:Steven@insites.euwww.slideshare.net/stevenvanbelleghemwww.theconversationmanager.com

Follow us:@Steven_InSites