This document discusses how consumer insights can drive business value. It provides examples of social media analysis and campaigns that were run using consumer data insights. The key points are: 1) Case studies showed that social CRM solutions using consumer data insights can increase consumer lifetime by 50%, spending by 54% and brand connection by 56%. 2) Different types of social media users were identified (creators, critics, collectors etc.) and insights from their behaviors and networks provided valuable marketing intelligence. 3) Successful campaigns like word-of-mouth programs for new products were launched by identifying influential users through social media analysis and recruiting them to generate consumer feedback.

1. 09/05/2012

2. How digital consumer
insights can drive
business value

3. 2 Main USP’s
1) Super data man:
your data worries are our concern
2) We help clients make more
money from their consumer data
Consumer Centricity @ Bisnode Interact

4. Channels
Magazine / 3 x per year Website / eCRM / Monthly

5. WE overview

6. Communication Strategy

7. 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

8. CONSUMER INSIGHTS
Social CRM

9. C
O
N
S
U
M
E
R
C
E
N
T
R
I
C
I
T
Y

10. BISNODE INTERACT’S
SOCIAL CRM SOLUTION

11. 50% longer consumer lifetime
54% more spending
56% stronger brand connection

12. Social Media is the new
communication speedway

13. +
+-
Financial
value
Social
value
AmbassadorsCore Buyers
InfluencersMisers

14. Creators
Critics
Collectors
Joiners
Spectators
Inactives
14%
19%
6%
29%
49%
40%
Europe

16. 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.

17. Analysis of available social information

18. 1. The Ambassador (WOM) program
2. P&G website
Identification of sources
3. Facebook raffles
4. Facebook fans
5. Twitter
Social
Value
Score

19. All social media

20. Twitter

21. Brand mentions on Facebook

22. Mass Connectors
Mass Mavens
MM MM
MC MC4% 80%
11% 80%

23. Creators
Conversationalists
Critics
Collectors
Joiners
Spectators
Inactives
URL’s included in
the twitter profile
Twitter user
names identified

24. Website analysis

25. Website analysis

26. Creators
Conversationalists
Critics
Collectors
Joiners
Spectators
Inactives
URL’s included in
the twitter profile
Twitter user
names identified
Share 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

27. Collecting social
media information
from campaigns

28. Collecting social
media information
from Facebook Fan
Pages

35. Connecting the dots

36. Merge Social value with Marketing intelligence
platform
Marketing DB
 Fan pages
 Wall posts open profiles
 Games and apps
 Followers
 Following
Influence 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…)

37. Brand involvement
Reach of network
Ambassadors :
Pamper and leveragePamper and maintain
NurtureIgnore
Conversationalists
Critics
Collectors
Joiners
Spectators
Inactives
Creators

39. WOM campaigns
CONSUMER INSIGHTS

40. Generating WOM on the new Braun Dual Silk-épil

41. Recruitment for Duel

42. 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.

44. Tried & Tested on Zim/Edp

45. The inactives
CONSUMER INSIGHTS

46. How Prime Prospects Participate
CREATORS
Use social media to publish
CRITICS
React to content
COLLECTORS
Organize & aggregate
JOINERS
Participate in Social Networks
SPECTATORS
Consume content
INACTIVES
Don’t participate

47. 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

49. What consumers
really want
Just ask ….
CONSUMER INSIGHTS

50. & PRESENT

51. 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

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

53. • 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

55. 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

56. 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.

57. Qualitative results
How can we improve?

58. 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.

59. PRESS RELEASES
MAIN RESULTS INQUIRY
Monthlies – Weeklies –
Dailies – Radio –
Websites - ...
GHH online
NEWSLETTER/Website/
Facebook
MAIN 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

60. Product reviews

62. Or just ‘listen’ ….
CONSUMER INSIGHTS

63. Online Bannering campaign (test)

64. • 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 IMPORTANT
Offering a huge amount of small prizes: better
than just one big present
• STRONG CALL TO ACTION IS MANDATORY
People don ’t convert if there is nothing to win

65. Turn digital consumer
insights into action
CONSUMER INSIGHTS

66. • 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.

67. THANK YOU