09/05/2012

How digital consumerinsights can drive

business value

2 Main USP’s

1) Super data man:

your data worries are our concern2) We help clients make more

money from their consumer data

Consumer Centricity @ Bisnode Interact

Channels

Magazine / 3 x per year Website / eCRM / Monthly

WE overview

Communication Strategy

Content she seeks

Our favourite

do-it-yourself

home projects

Insider shopping

and fashion

secrets revealed

Affordable

home-makeover

décor ideas

Star dinner party dishes

in under 30 minutes

Best me-time

advice to help

you look and

feel fabulous

Top 10 tips for

toddler-to-teen fun

Dating your

spouse: 7 great

date-night ideas

The must-have

guide to a clutter-less

home in no time

CONSUMER INSIGHTS

Social CRM

CONSUMER

CENTRICITY

BISNODE INTERACT’S SOCIAL CRM SOLUTION

50% longer consumer lifetime

54% more spending

56% stronger brand connection

Social Media is the new communication speedway

+

+-

Financial value

Socialvalue

AmbassadorsCore Buyers

InfluencersMisers

Creators

Critics

Collectors

Joiners

Spectators

Inactives

14%

19%

6%

29%

49%

40%

Europe

So a person with a high brand and/or category engagement, several profiles in

different social networks and a high network size is the best brand

ambassador.

Analysis of available social information

1. The Ambassador (WOM) program

2. P&G website

Identification of sources 3. Facebook raffles

4. Facebook fans

5. Twitter

Social

Value

Score

All social media

Twitter

Brand mentions on Facebook

Mass Connectors

Mass Mavens

MM MM

MC MC4% 80%

11% 80%

Creators

Conversationalists

Critics

Collectors

Joiners

Spectators

Inactives

URL’s included in the twitter profile

Twitter user names identified

Website analysis

Website analysis

Creators

Conversationalists

Critics

Collectors

Joiners

Spectators

Inactives

URL’s included in the twitter profile

Twitter user names identifiedShare from website to social media

Post review, Find it useful, Post tip, Comment on articles, Forum

Coupon, Sample requests, Games

Referrer from, Share to Facebook

Read articles, read blogs, read post reviews, read tips

Very infrequent visitor

Collecting social media information

from campaigns

Collecting social media information from Facebook Fan

Pages

Connecting the dots

Merge Social value with Marketing intelligence platform

Marketing DB

Fan pages Wall posts open profiles Games and apps

Followers FollowingInfluence scores (e.g. Klout) Links to user blog/page

Specific information from other social media sources

Social media actions on brand’s website (reviews, shares, forum participation)

WOM campaigns Other campaigns Surveys, declared information etc

Social media actions from email campaigns (shares; referrals…)

Brand involvement

Reach of network

Ambassadors :Pamper and leveragePamper and maintain

NurtureIgnore

Conversationalists

Critics

Collectors

Joiners

Spectators

Inactives

Creators

WOM campaigns

CONSUMER INSIGHTS

Generating WOM on the new Braun Dual Silk-épil

Recruitment for Duel

Recruitment for Duel .

Friend invites a close friend to test the new Silk-épil.

Both fill out a qualification survey: right target? right WOM potential? right split users vs. non users? …

If selected, one gets the new Silk-épil to try during 6 weeks. The other continues to use her current epilating method/device.

Both will generate feedback about using their (new) epilator/epilating device.

Tried & Tested on Zim/Edp

The inactives

CONSUMER INSIGHTS

How Prime Prospects Participate

CREATORSUse social media to publish

CRITICSReact to content

COLLECTORSOrganize & aggregate

JOINERSParticipate in Social Networks

SPECTATORSConsume content

INACTIVESDon’t participate

nr. Keywords Visits nr. Keywords Visits

1 Undetermined 12402 14 pms symptomen 418

2 zin in meer 5992 15 menstruatiecyclus 367

3 recepten 4367 16 always maandverband 361

4 zininmeer.be 2880 17 onregelmatige menstruatie 355

5 www.zininmeer.be 1923 18 gezichtsgymnastiek 319

6 zininmeer 1893 19 lekkere recepten 305

7 tampon inbrengen 1293 20 hoe gebruik je een tampon 304

8 tampax 1244 21 hapjes recepten 277

9 always 749 22 wanneer volgende menstruatie 273

10 mode 732 23 wanneer ongesteld 269

11 slaatjes 595 24 make up tips 259

12 zin in meer kortingsbonnen 584 25 olivier dachkin 249

13 tampon 477 26 borsten 245

What consumers

really want

Just ask ….

CONSUMER INSIGHTS

& PRESENT

Cooking for kids is not always a piece of cake.

But with a bit of help our Big Five expert it will work.

Post all your kids-cooking-wishes

• All the wishes were grouped into categories • ‘Zin in …’ Fish – Vegetables – Meat – Sweet – Snack• In each category we presented several recipies

EMBRACING

• One person with most popular Q wins a new kitchen

• Reward to the community : child friendly recipes on ZIM platform making every mum a Njammie Mammie!

RESULT

Big HouseHold Questionnaire

Survey on spending behaviour (26 questions)

Price: 2 x 10 packages household products

Period: September – October 2011

Supported by Contest Page in the Magazine bannering on homepage & external Media Campaign

67.000 visits – 22.000 participation

Qualitative results More than half of the women spend only 10% of their time for themselves.

More than 75% of women would like to have more time for themselves.

1 out of 4 women spend 30% of the family budget to purchase food.

More than 80% of women spend up to a quarter of their time to take care of the house.

80% of women take only a fraction of the family budget for themselves.

More than half of the women spend up to 40% of their monthly income

on clothing and care of the children.

Qualitative results

How can we improve?

Qualitative results

How does your family budget look like, what are your main sources of income and expenses? Which ones do you want to optimize?

On www.zininmeer.be the De Zin in Meer experts of The Big Five give you monthly tips and tricks to be more efficient.

E.g. In February Evelien starts with what she could find in her fridge and you could win a ‘budget cooking’ workshop.

E.g. In March Manon selects the best tips for a super Sunday with the kids and you could win a stay at Disneyland Paris.

PRESS RELEASESMAIN RESULTS INQUIRYMonthlies – Weeklies –

Dailies – Radio –Websites - ...

GHH onlineNEWSLETTER/Website/

FacebookMAIN RESULTS INQUIRY

+ZIN IN MEER?

HOW CAN WE IMPROVE?

GHH offline ZIN IN MEER?

HOW CAN WE IMPROVE?Key article topics

Brand Follow-

up

Leverage the results

Product reviews

Or just ‘listen’ ….

CONSUMER INSIGHTS

Online Bannering campaign (test)

• IN GENERAL DARK BANNERS ARE CONVERTING BETTER

• SHORT MESSAGES IN CALL TO ACTION: BETTER AND CLEARER

E.g. Win a year of products, etc.Long messages sometimes interpreted as messy

• PRIZES ARE REALLY IMPORTANTOffering a huge amount of small prizes: better

than just one big present

• STRONG CALL TO ACTION IS MANDATORYPeople don ’t convert if there is nothing to win

Turn digital consumer

insights into action

CONSUMER INSIGHTS

• DIGITAL ALLOWS FOR A LOT OF INFORMATION: TEST, POLL, REACT, IN A FAST WAY.. SOME NEED INVESTMENT

SUMMARY

• EVEN INACTIVES CAN PROVIDE STRONG INFORMATION

• TAKE ONLINE AND OFFLINE ACTIONS BASED ON THE INSIGHTS

• DATA INSIGHTS COME FROM ALL AVAILABLE SOURCES (WEBSITE, WOM, SOCIAL MEDIA)

• KEY IS TO MAXIMIZE INTELLIGENCE BY COMBINING ALL KNOWLEDGE INTO ONE MARKETING INTELLIGENCE PLATFORM AND DRIVE CAMPAIGNS FROM THIS.

THANK YOU