Annellies verhaeghe main stage - 2013

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22

The art of researchHow we increased the value of the Diesel Pinterest page

By Annelies Verhaeghe, Head of research Innovation, InSites Consulting

Annelies Verhaeghe, InSites Consulting, Belgium

Festival of NewMR 2013 - Main Stage

From marketing to people

to marketing through people

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!

Challenge accepted

A hybrid methodology

Social media

listening

• Behavioural

measures

• # followers

• #pin & repins

• # likes

• # comments

• Top content

http://www.google.com/url?sa=i&rct=j&q=pinterest&source=images&cd=&cad=rja&docid=HRvS3L_AgNTx0M&tbnid=KQNrHLnCIi7Y8M:&ved=0CAUQjRw&url=http://problog.weddingwire.com/index.php/tag/pinterest/&ei=LD9cUfraK5SB7QaejoDIBg&bvm=bv.44697112,d.ZG4&psig=AFQjCNEuwiKCQapns4cnr1WOgkiVA5C7TA&ust=1365086378089981

Home maker

Social media

netnography

• Clustering

Pinterest content

into online

persona’s

• Applying principles

of visual

ethnography

http://www.google.com/url?sa=i&rct=j&q=pinterest&source=images&cd=&cad=rja&docid=HRvS3L_AgNTx0M&tbnid=KQNrHLnCIi7Y8M:&ved=0CAUQjRw&url=http://problog.weddingwire.com/index.php/tag/pinterest/&ei=LD9cUfraK5SB7QaejoDIBg&bvm=bv.44697112,d.ZG4&psig=AFQjCNEuwiKCQapns4cnr1WOgkiVA5C7TA&ust=1365086378089981

Activation mapping

• Quantitative survey

• n = 1222

• Current followers of Diesel

Page, Pinterest users & Online

target

• Profiling on socio demo’s,

lifestyle and passion points

• Activation profile

• Identification with the Pinterest

persona’s

%

Knowledge leverage

The value of the current Pinterest page

Huge fans...

But no advocates on Pinterest

3277

5657followers

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

MODEL MAINSTREAM

Exteral leverage

Did we have an impact?

25Annelies Verhaeghe, InSites Consulting, Belgium

71% knowledge

65% identification

67% store visit

69% website59% 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

Creating brand enthusiasts

51% Through our research

+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 relevanceAnnelies Verhaeghe, InSites Consulting, Belgium

Q & A

Annelies VerhaegheInSites Consulting

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