This is the full slidedeck of our 'Just Missed ARF Re:Think' Smartees Breakfast session in our New York office (22 April, 2014). The presentation elaborates on two InSites Consulting presentations (client cases from DIESEL & Smirnoff), given at the ARF Congress 2013 and 2014

1. Just Missed ARF Re:Think
Smartees Breakfast
This is the full slidedeck of our ‘Just
Missed ARF Re:Think Smartees
Breakfast session in our New York
office (22 April, 2014).The presentation
elaborates on two InSites Consulting
presentations (client cases from
DIESEL & Smirnoff), given at the ARF
Congress 2013 and 2014.

2. 2
Smirnoff: Redefining the value of fans
DIESEL: the power of images in digital
strategy
Giulia Gasperi
Research Manager
giulia@insites-consulting.com
niels@insites-consulting.com
Just Missed ARF Smartees Breakfast session
Niels Schillewaert, PhD
Managing Partner
niels@insites-consulting.com

3. 33ARF Just Missed Breakfast Session | Redefining The Value Of Fans

4. 4
But do consumers
This?
= a sign of active engagement ?
4ARF Just Missed Breakfast Session | Redefining The Value Of Fans

5. 5
Brand Activation $$
E.g.: Smirnoff posts content
on its Facebook page
“I can
relate to that!”
Brand
Identification
Followers
Fans
5ARF Just Missed Breakfast Session | Redefining The Value Of Fans
your
brand

6. 6
“Tell us something we don’t know.
Do something we haven’t done.”
[3K // LDA – 35 // o o o ]
ListeningMapping Collaborating
1. 2. 3.
6ARF Just Missed Breakfast Session | Redefining The Value Of Fans

7. 7
1. Real fans ? ‘non real’ fans ?
7ARF Just Missed Breakfast Session | Redefining The Value Of Fans

8. 8
2. Themes and impact
8ARF Just Missed Breakfast Session | Redefining The Value Of Fans

9. 9
1. From only quantity to quality:
from like to awesome.
2. Add a hero factor to current
themes.
3. From being a brand to being a
friend.
9ARF Just Missed Breakfast Session | Redefining The Value Of Fans

10. Never confuse
motion with
action
The soul
never thinks
without a picture

11. rebellious
success
social
creative
food and drinks
DIY, arts & craft
style and fashion
human interest
health

12. How to increase the value of the
Diesel Pinterest page?

13. #1 Brand Identification
#2 Brand advocacy
#3 Conversion
That’s easy!

14. That’s easy!

15. How to increase the value of the
Diesel Pinterest page?
social media monitoring
nethnography
digital surveys

16. not advocates
fans ...
5,657
7,125
3,277

18. big soft data
8 life style persona

19. matching
HIGH STREET
HIPSTERS
target groups
and personas
Maintain current
ADAPT
Attract
new DEVELOP MODEL MAINSTREAM
GEEKS
DESIGNERS

20. COMMON
ME WE

21. COMMON
ME WE

23. A research art exhibition

24. A research art exhibition
Changing the heart, minds & actions

25. 25% of boards
eliminated
28% of boards
new content

26. +41%
+44%
55% wom
25%

27. Marketing
through,
not to fans
Visuals
for research
80%
Never confuse motion with action
The soul never thinks without a picture