Meten Is Weten - WinterCheck Door: Angie Deceuninck, Research Manager, InSites Consulting 2 December, 2010
Expectations? Meten Is Weten - WinterCheck 2
Meten is Weten? Meten Is Weten - WinterCheck 3
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Lost in numbers! Meten Is Weten - WinterCheck 5
Meten is Weten? Ja! Meten Is Weten - WinterCheck 6
#DCM The Conversation Manager Written by Steven Van Belleghem
Philosophy Conversation Communication Brand
It s not all online these days! 6% 6% 88% 94% offline conversations Engaging in offline word-of-mouth marketing
Not just about observing & joining social media
integration of word-of-mouth in all thinking & acting
Brand Identification Brand Conversations Brand Perception Brand leverage R²=.50 Purchase brand Promote brand Brand is close to ideal
Employer Conversations Employer loyalty Employer Identification Employer Perception Employer brand leverage Promote employer Employer is close to ideal
Culture of hapiness
1 Brand identification is KEY
Philosophy Conversation Communication Brand
WHY?
COMMUNICATION IS THE START OF A CONVERSATION.
As a manager As a brand As a peer Observe Facilitate Join
Take the story home!
Toolbox
Communication is the beginning of a conversation
Activation for the sake of activation
EMPLOYEE ACTIVATION PARTICIPANTS CONVER- SATIONS BUZZ ACTIONS ACTIVATION DRIVERS
2 What should employees be saying after they ve seen my magazine?
NOT JUST PREACH InSites Consulting beliefs - 2008 29
DO THINGS DIFFERENTLY InSites Consulting beliefs - 2008 30
RESPECT THE ORIGINAL InSites Consulting beliefs - 2008 31
Research questions InSites Consulting beliefs - 2008 32
1 Wie bereiken we? 2 Evaluatie? 3 Impact? InSites Consulting beliefs - 2008 33
1 Wie bereiken we? 2 Evaluatie? 3 Impact? InSites Consulting beliefs - 2008 34
Readership versus profile Readership Profile Measure number of readers (Ex. CIM) Identify who is your reader Meten Is Weten - WinterCheck 35
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
1 Wie bereiken we? 2 Evaluatie? 3 Impact? InSites Consulting beliefs - 2008 37
1. Define your ingredients COOKING ACTIVATING DIFFERENTIATING IDENTIFYING InSites Consulting beliefs - 2008 38
2. Perception General evaluation Detailed evaluation Usage Meten Is Weten - WinterCheck 39
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 - 2008 40
2. Perception Benchmark database BENCHMARK DATABASE InSites Consulting beliefs - 2008 41
3. Understand InSites Consulting beliefs - 2008 42
Outcome Target group INTERESTS Peformance INSIGHTS UNDERSTAND problems areas by listening Meten Is Weten - WinterCheck 43
1 Wie bereiken we? 2 Evaluatie? 3 Impact? InSites Consulting beliefs - 2008 44
Change low high 1. Conversations Conversation mapping BASHING SERENADE BRANDS CHANNELS TOPICS BARKING BONDING --- Tone +++ Meten Is Weten - WinterCheck 45
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 - 2008 46
2. Understanding the context of activation BRAND LEVERAGE PARTICIPANTS CONTENT ACTIONS ACTIVATION DRIVERS Meten Is Weten - WinterCheck 47
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
Outcome HOW are readers activated UNDERSTAND activation IMPACT on BRAND leverage InSites Consulting beliefs - 2008 49
Custometer Custo Inspiration Day 50
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
Method = online survey Online survey Fast Flexible Show things Cost efficient Recruitment of participants Announcement in the medium (Visibility!) Invitation by e-mail E-mail reminder!!! Incentive motivation Meten Is Weten - WinterCheck 52
53 MEDIAH 2010
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
NEW Meten Is Weten - WinterCheck 55
Benchmarks Meten Is Weten - WinterCheck 56
Reading time more than 30 minutes? Employer magazines 33% 36% Average: 23 min InSites corporate presentation 57
Average reading volume? Employer magazines 82% 83% InSites corporate presentation 58
Pass on magazine? Employer magazines 47% 23% InSites corporate presentation 59
Enough editions Employer magazines 63% 68% InSites corporate presentation 60
Employer magazines READING PLACE 41% @ home 59% @ work InSites corporate presentation 61
Angie Deceuninck Research Manager Angie.deceuninck@insites.eu Tel. +32 9 269.14.26 Mobile +32 474 88.31.73 InSites Consulting Head office Evergemsesteenweg 195 B-9032 Gent Belgium Tel. +32 9 269 15 00 Fax. +32 9 269 16 00 Other offices Rotterdam London Geneva info@insites.eu w Meten Is Weten - WinterCheck 62