Meten Is Weten - WinterCheck

Transcription

1 Meten Is Weten - WinterCheck Door: Angie Deceuninck, Research Manager, InSites Consulting 2 December, 2010

2 Expectations? Meten Is Weten - WinterCheck 2

3 Meten is Weten? Meten Is Weten - WinterCheck 3

4 Meten Is Weten - WinterCheck 4

5 Lost in numbers! Meten Is Weten - WinterCheck 5

6 Meten is Weten? Ja! Meten Is Weten - WinterCheck 6

7 #DCM The Conversation Manager Written by Steven Van Belleghem

8 Philosophy Conversation Communication Brand

9 It s not all online these days! 6% 6% 88% 94% offline conversations Engaging in offline word-of-mouth marketing

10 Not just about observing & joining social media

11 integration of word-of-mouth in all thinking & acting

12 Brand Identification Brand Conversations Brand Perception Brand leverage R²=.50 Purchase brand Promote brand Brand is close to ideal

13 Employer Conversations Employer loyalty Employer Identification Employer Perception Employer brand leverage Promote employer Employer is close to ideal

14 Culture of hapiness

15 1 Brand identification is KEY

16 Philosophy Conversation Communication Brand

17

18

19 WHY?

20 COMMUNICATION IS THE START OF A CONVERSATION.

21 As a manager As a brand As a peer Observe Facilitate Join

22 Take the story home!

23 Toolbox

24

25 Communication is the beginning of a conversation

26 Activation for the sake of activation

27 EMPLOYEE ACTIVATION PARTICIPANTS CONVER- SATIONS BUZZ ACTIONS ACTIVATION DRIVERS

28 2 What should employees be saying after they ve seen my magazine?

29 NOT JUST PREACH InSites Consulting beliefs

30 DO THINGS DIFFERENTLY InSites Consulting beliefs

31 RESPECT THE ORIGINAL InSites Consulting beliefs

32 Research questions InSites Consulting beliefs

33 1 Wie bereiken we? 2 Evaluatie? 3 Impact? InSites Consulting beliefs

34 1 Wie bereiken we? 2 Evaluatie? 3 Impact? InSites Consulting beliefs

35 Readership versus profile Readership Profile Measure number of readers (Ex. CIM) Identify who is your reader Meten Is Weten - WinterCheck 35

36 Outcome WHO do we reach, but also who don t we reach COMPARE target group, with readers More IN-DEPTH analysis of evaluation & impact Meten Is Weten - WinterCheck 36

37 1 Wie bereiken we? 2 Evaluatie? 3 Impact? InSites Consulting beliefs

38 1. Define your ingredients COOKING ACTIVATING DIFFERENTIATING IDENTIFYING InSites Consulting beliefs

39 2. Perception General evaluation Detailed evaluation Usage Meten Is Weten - WinterCheck 39

40 Brand identity 2. Perception Importance of a meaningful connection My identity... original 28% 35% 25% 8% 5%... relevant for youth in general 8% 44% 31% 11% 5%... Easy to understand 9% 28% 33% 21% 9%... Credible original 3% 28% 32% 35% 44% 25% 13% 8% 7% 5%... relevant for youth in... general Distinctive 8% 9% 26% 44% 39% 31% 16% 11% 10% 5%... Easy to... relevant understand for me 4% 9% 18% 28% 34% 33% 25% 21% 19% 9% Helemaal akkoord Akkoord Neutraal Niet akkoord Helemaal niet akkoord InSites Consulting beliefs

41 2. Perception Benchmark database BENCHMARK DATABASE InSites Consulting beliefs

42 3. Understand InSites Consulting beliefs

43 Outcome Target group INTERESTS Peformance INSIGHTS UNDERSTAND problems areas by listening Meten Is Weten - WinterCheck 43

44 1 Wie bereiken we? 2 Evaluatie? 3 Impact? InSites Consulting beliefs

45 Change low high 1. Conversations Conversation mapping BASHING SERENADE BRANDS CHANNELS TOPICS BARKING BONDING --- Tone +++ Meten Is Weten - WinterCheck 45

46 1. Conversations Predict conversations According to you, what is the key message of this piece of communication? What you tell others about this magazine or about this brand? BE A MARKETER... BE YOURSELF... InSites Consulting beliefs

47 2. Understanding the context of activation BRAND LEVERAGE PARTICIPANTS CONTENT ACTIONS ACTIVATION DRIVERS Meten Is Weten - WinterCheck 47

48 3. Brand leverage impact of activation BRAND LEVERAGE PARTICIPANTS CONTENT Brand leverage model ACTIONS Compare different types of readers ACTIVATION DRIVERS Meten Is Weten - WinterCheck 48

49 Outcome HOW are readers activated UNDERSTAND activation IMPACT on BRAND leverage InSites Consulting beliefs

50 Custometer Custo Inspiration Day 50

51 CUSTO-meter = readers survey A readers survey Find out how readers read and appreciate the medium. How well does the medium fulfill its role? What do readers expect? Not a readership survey We do not measure the number of readers or the penetration We do not ask a representative sample of people Meten Is Weten - WinterCheck 51

52 Method = online survey Online survey Fast Flexible Show things Cost efficient Recruitment of participants Announcement in the medium (Visibility!) Invitation by reminder!!! Incentive motivation Meten Is Weten - WinterCheck 52

53 53 MEDIAH 2010

54 How? Questionnaire: 3 target groups Business-to-Consumer Employees Business-to-business!!! Focus until now = magazines Content: standard questions + flexible questions Consumption Brand perception Magazine evaluation Ad hoc questions Profile Meten Is Weten - WinterCheck 54

55 NEW Meten Is Weten - WinterCheck 55

56 Benchmarks Meten Is Weten - WinterCheck 56

57 Reading time more than 30 minutes? Employer magazines 33% 36% Average: 23 min InSites corporate presentation 57

58 Average reading volume? Employer magazines 82% 83% InSites corporate presentation 58

59 Pass on magazine? Employer magazines 47% 23% InSites corporate presentation 59

60 Enough editions Employer magazines 63% 68% InSites corporate presentation 60

61 Employer magazines READING PLACE home work InSites corporate presentation 61

62 Angie Deceuninck Research Manager Tel Mobile InSites Consulting Head office Evergemsesteenweg 195 B-9032 Gent Belgium Tel Fax Other offices Rotterdam London Geneva info@insites.eu w Meten Is Weten - WinterCheck 62