Twitter Hashtag #QUAL360

November 20-21, 2013 | Singapore

Platinum Sponsor

Association Partners

Media Sponsors

Outline

Research objective & approach

Meet the UK mums

Moments & Needs:

A week in the life of a UK mum

Opportunities

MROCs Challenges & Opportunities What are the challenges and opportunities to sell this internally and externally

Opportunities (Drivers, advantages.)

Company (impact on the company)

Consumer (impact on consumers)

Challenges (fears, barriers, disadvantages.)

1

? ?

? ?

Outline

Research objective & approach

Meet the UK mums

Moments & Needs:

A week in the life of a UK mum

Opportunities

Structural collaboration with consumers What are the challenges and opportunities to collaborate & co-create with consumers?

Opportunities (Drivers, advantages.)

Company (impact on the company)

Consumer (impact on consumers)

Challenges (fears, barriers, disadvantages.)

1

Kill own ideas

Are we open-minded?

Loads of unstructured info

Unsure results

Resistance for new initiatives

Heavy workload

Good ideas, not executed

No ‘salary’ for ideas

Other ways to get famous

with my ideas

Positive WOM

Brand positive efforts

Cost-efficient

Consumer relevant ideas

Helping others

Recognition from the company

Skill development

Information seeking

Fun

Personal need

Unsolicited feedback

Outline

Research objective & approach

Meet the UK mums

Moments & Needs:

A week in the life of a UK mum

Opportunities

Structural collaboration with consumers What are the challenges and opportunities to collaborate & co-create with consumers?

Opportunities (Drivers, advantages.)

Company (impact on the company)

Consumer (impact on consumers)

Challenges (fears, barriers, disadvantages.)

1

Kill own ideas

Are we open-minded?

Loads of unstructured info

Unsure results

Resistance for new initiatives

Heavy workload

Good ideas, not executed

No ‘salary’ for ideas

Other ways to get famous with my ideas

Gather ideas from all stakeholders & position it well

Start with a pilot that is adapted to the culture

Visualize the data in KIS & FUN way

Reporting models formulated in advance

Share results & ROI examples of MROCs

Balance tasks & exercises

Manage expectations from the start

Giving recognition& status (e.g. PR mentions)

Making things better together is more important

than individual prestige

Insighting

Developing

Optimizing

Implementing

Business

Objectives

Design the community How will your community be setup?

2

1/ Who

3/ Questions &

tasks

2/ What

3/ What are your questions & tasks for the

consumers?

• ..

• ..

2/ What’s the main goal of your community?

• ..

• ..

1/ Who will you select (profile, number)?

• ..

• ..

CHOOSING YOUR

Pilot Project

Conversations from external stakeholders

Co

nve

rsa

tio

ns fro

m in

tern

al sta

ke

ho

lders

Proud

company

Conversation

company

Boring

company

Adored

company

Communication is key!

Internal

Internal

Internal

Internal

External

How to make MROC results impactful: internal & external How can your community results be used internal and external to create most impact?

3

? ?

? ?

How

Wit

hin

th

e

co

mp

an

y

Ou

tsid

e t

he

co

mp

an

y

Who

How to make MROC results impactful: internal & external How can your community results be used internal and external to create most impact?

3

How

Wit

hin

th

e

co

mp

an

y

Ou

tsid

e t

he

co

mp

an

y

Who

Adversaries

Brand fans & users

General & niche/trade press PR

Conversation management

Consumers

Consumer news (online & offline)

Brand Management

Workshops & reports

Playing games about consumers

Board

R&D & Research

All employees

Video’s & info graphics

New & social media

It’s an EVOLUTION,

not a REVOLUTION!

Sharing

IS caring

linkedin.com/in/tomderuyck @tomderuyck tom@insites-consulting.com

www.insites-consulting.com

New York – London – Ghent – Rotterdam – Timisoara

Platinum Sponsor

Association Partners

Media Sponsors

Twitter Hashtag #QUAL360

November 20-21, 2013 | Singapore