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Let’s go onan online safari.<br />Yourrangers of today: <br />Prof. Steven Van Belleghem, managing partner InSites Consulting<br />Denise Price, consumerplanning manager Diageo Europe<br />

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Conversations are the keydrivers of growth.<br />NPS proved it.<br />

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Word-of-mouth has becomeWorLd-of-mouth.<br />Same concept as 2000 yearsago, butnow at lightspeed.<br />

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Time to change the research toolbox.Old techniques are missing the really important stuff.<br />

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Nethnographic research is great.And still, it is limited. Itdoesn’tgiveyou all the data & info neededfor a greatconversationstrategy.<br />

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Diageo Europe believesin conversations.They want a conversationalstrategyfortheirkeybrands.We helpedthem.<br />

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Time forsomenewmetrics.These metricsgiveyou the full picture of consumerconversations.<br />

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Map categoryconversations.Conversationsaboutliquors are mainly “bonding”:positivebut low impact.<br />

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Johnnie Walker consumers have a high conversationpotential.They have a more advanced digital profile.<br />

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Let’sactivate Johnnie Walker fans.Diageo wanted to offer value to its fans. Plan: a branded content site. Question: what content do they want?<br />

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Traditional methodsnotsufficient.Realquestion: whatactivates brand fans?<br />

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Time to go on a safari.With a survey we foundtheir fans and askedif we couldbecome Facebook friendsfor research purposes. Theysaid ‘Yes!’<br />

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Step 1: we become REAL friendswith the respondents.And we werehonest, theyknewit was for research purposes.<br />

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Youlearn a lot fromsomeonesprofile page.All personal details, brandstheylike, topics theyreacton…<br />

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

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SELF DIRECTION<br />BOTH<br />AMBITION<br />Rule out the Hawthorn effect.We couldseenaturalbehavior of the target group.<br />

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We did a combination of qual, quant & textmining to gather all insights.<br />

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Diageo went two steps further.<br />Two important decisionswere taken.<br />

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New briefing of media agency.<br />Target brand fans and not a sociodemographic target group.<br />

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Reallyconnectwithconsumers.<br />Toooftendecisionwere made on wrong perceptions. E.g. single malt drinkers are notinterested in online conversations. Wrong!<br />

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Actually Diageo decided to go more on safari.<br />We canrecommendit, it’sfun. And…youactuallylearn more than in a zoo.<br />

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For more info:<br />Steven@insites.eu<br />www.slideshare.net/stevenvanbelleghem<br />www.theconversationmanager.com<br />Followus:<br />@Steven_InSites<br />