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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
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
How to increase the value of the
Diesel Pinterest page?
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
That’s easy!
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
# 1 Brand Identification
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
#2 Brand advocacy
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
#3 Conversion
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
That’s easy!
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
Challenge accepted
A hybrid methodology
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
Social media
listening
• Behavioural
measures
• # followers
• #pin & repins
• # likes
• # comments
• Top content
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
Home maker
Social media
netnography
• Clustering
Pinterest content
into online
persona’s
• Applying principles
of visual
ethnography
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
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
%
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
Knowledge leverage
The value of the current Pinterest page
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
Huge fans...
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
But no advocates on Pinterest
3277
5657followers
7125
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
Knowledge leverage
What makes them tick
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
Luxury brands
Impress people
Show my style
Fun in life
No status quo
Excitement
Trendy products
Branded
The current followers
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
HIGH STREET
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
MODEL MAINSTREAM
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
Internal leverage
From insight to action
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
MODEL MAINSTREAM
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
Exteral leverage
Did we have an impact?
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
25Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
71% knowledge
65% identification
67% store visit
69% website59% buying
Changing the heart, minds & actions
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
Creating brand enthusiasts
51% Through our research
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
+41%
+44%
55% wom
Annelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
Moving from reach
To relevanceAnnelies Verhaeghe, InSites Consulting, Belgium
Festival of NewMR 2013 - Main Stage
Q & A
Annelies VerhaegheInSites Consulting
Ray PoynterVision Critical University