This is the full slidedeck of our Consumers as Consultants Smartees workshop, hosted in London on Tuesday 21 October. The main focus is on how to structurally collaborate with your consumers in order to generate richer consumer understanding, followed by a case study of Gumtree and an interactive workshop.

1. Consumers as Consultants SmarteesWorkshop
This is the full slidedeckof our Consumers as Consultants Smarteesworkshop, hosted in London on Tuesday 21 October. The main focus is on how to structurally collaborate with your consumers in order to generate richer consumer understanding, followed by a case study of Gumtreeand an interactive workshop.

2. COMPANY
TOWARDS THE
consumer-activated

3. Content
Welcome
Chief Consumer Officer
Workshop Session
Gumtree Case Study
Q&A
@MCDONALDSIMON

4. Who are we?
#1
@MCDONALDSIMON

5. Top 10 most innovative marketing research agency of the world (GRIT 2014)
Global Community Moderator Network
across+50 countries
Proud to work for +30% of the world’s global brands
We have been
cheeredby the
industrywith
more than 25
international
awards
New York
London
Sydney
Rotterdam
Ghent
Timisoara
Our vision on contemporary marketing is evangelized through our best-selling books.
@MCDONALDSIMON

6. Some of our UK customers
UK 2014
@MCDONALDSIMON

7. What’s our vision?
#2
@MCDONALDSIMON

8. CONSUMER
ACTIVATED
CONSUMER
CENTRIC
CONSUMER
ORIENTED
COMPANY
ORIENTED
Whereare you?
@MCDONALDSIMON

9. TWO-WAY
ONE-WAY
ALWAYS ON
AD HOC
INTEGRATED
SILO
CONNECTED
DISCONNECTED
CONSUMER- CENTRIC
CONSUMER- ACTIVATED
@MCDONALDSIMON

10. @MCDONALDSIMON

11. @MCDONALDSIMON

12. Content
Welcome
Chief Consumer Officer
Workshop Session
GumtreeCase Study
Q&A
@MCDONALDSIMON

14. Massive change
@TOMDERUYCK

15. Many possible futures
@TOMDERUYCK

16. Structural Collaboration
with consumers
@TOMDERUYCK

17. ‘For impact, speed is at least as important as the weight you can put behind it’
Stan Knoops –Unilever R&D
@TOMDERUYCK

18. @TOMDERUYCK

19. not
Faking it
@TOMDERUYCK

20. not
Doing everything
consumers ask
@TOMDERUYCK

21. not
Having no strategy
@TOMDERUYCK

22. We need to make Consumers an integral part of everythingwe do!
MarikenKimmels–H.J. Heinz
@TOMDERUYCK

23. Challenge accepted?
@TOMDERUYCK

24. @TOMDERUYCK

25. #2
Activation of internal stakehol- dersto take rele- vantaction
#1
Consumer collaboration initiatives
#3
Inspiring and empowering employees at all levels
#4
Leverage of
results & culture
externally
#5
Impact
measurement
Lead and coordinated by the Chief Consumer Officer
@TOMDERUYCK

26. Consumer collaboration initiatives
#1
@TOMDERUYCK

27. Reactive & proactive
#1
@TOMDERUYCK

28. Discovering new
opportunities
#1
@TOMDERUYCK

29. Bringing down the silos
#1
@TOMDERUYCK

30. Even the CFO will be happy!
#1
@TOMDERUYCK

31. Keeping
onGOing
GOing
#1
@TOMDERUYCK

32. #1
@TOMDERUYCK

33. Avoid a Collaboration Hangover!
#1
@TOMDERUYCK

34. Ambassador Team
#1
@TOMDERUYCK

35. #2
Activation of internal stakeholders to take relevant action
@TOMDERUYCK

36. #2
@TOMDERUYCK

37. #2
@TOMDERUYCK

38. Inspiring and empowering employees at all levels
#3
@TOMDERUYCK

39. What if…?
#3
@TOMDERUYCK

40. High
Low
Direct
Indirect
Level in the organization
Relationship with consumers
#3
@TOMDERUYCK
Executives
Management
Frontline
Staff

41. #3
@TOMDERUYCK

42. Leverage of
results & culture
externally
#4
@TOMDERUYCK

43. #4
@TOMDERUYCK

44. Impact
measurement
#5
@TOMDERUYCK

45. Culture
#5
@TOMDERUYCK
Performance
Communication

46. @TOMDERUYCK
CHIEF
CONSUMER
OFFICER

47. Consumer Coach
People Engager
Ecosystem Builder
Action Hero
@TOMDERUYCK

48. Ready for a transformation?
linkedin.com/in/tomderuyck
@tomderuyck
tom@insites-consulting.com
Tom De RuyckManaging Partner & Head of Consumer Consulting Boards

49. Content
Welcome
Chief Consumer Officer
Workshop Session
Gumtree Case Study
Q&A
@MCDONALDSIMON

51. HANNAH WILSON
CHRISTOPHE VERGULT

52. HANNAH WILSON
CHRISTOPHE VERGULT
Who is Gumtree? Some facts
•The number one classifieds site in UK
•584,000 visitors a day
•17% of the UK digital population visited in Jul 2014 = 8,4 mlnunique visitors a month
•More than 100K new ads EVERY day
•Half of all visits via mobile and tablet

53. “I visit Gumtreeregularly and lately I have been checking in the Home & Garden section as I have been on the look out for a specific chair, which bought new is out of my budget. As the store where I could purchase this from is local I figured perhaps someone at sometime might advertise one for sale. I was lucky and one came up last week, slightly out of my budget but having emailed the lady explaining that she offered it to me for what I could afford. If ever I have something in mind to buy I always check on Gumtreefirst. I like that I can help somebody out at the same time as getting something that I want.”
HANNAH WILSON
CHRISTOPHE VERGULT

54. HANNAH WILSON
CHRISTOPHE VERGULT
Technology enables a human, emotional trade experience

55. Agilitytobecomefutureproof
HANNAH WILSON
CHRISTOPHE VERGULT

56. HANNAH WILSON
CHRISTOPHE VERGULT

57. HANNAH WILSON
CHRISTOPHE VERGULT

58. Make Gumtree
more consumer relevant
#1
HANNAH WILSON
CHRISTOPHE VERGULT

59. “Gumtreeusers will help out to get smart and relevant insights in an agile way, enabling to make impactful choices, adjust to contextual change and get to the future first.”
HANNAH WILSON
CHRISTOPHE VERGULT

60. HANNAH WILSON
CHRISTOPHE VERGULT
We involved a variety of
internal stakeholders

61. HANNAH WILSON
CHRISTOPHE VERGULT
BRAND POWER

62. HANNAH WILSON
CHRISTOPHE VERGULT

63. To maximize our community output, being effective and creating actionable insight we need rich data.
Toget richer data we want people:
•to be productive: writing long comments, thinking serious about their answers.
•to be creative: giving creative answers, out of the box ideas and suggestions where needed.
•to think contextual: giving answers straight out of a specific mindset/context.
•to be emotional: giving answers that tap right in to their inner feelings and write from the heart.
HANNAH WILSON
CHRISTOPHE VERGULT
Our approach to maximizeoutput

64. Ebayis a little unhappy and feeling a little overwhelmed by the younger members of the party.
He's a bit tired and old and has this arrogant air about him. He has such an arrogance that he feels there should be a charge for buying drinks and all the little extras, whereas the youngsters like gumtreeand facebookdontfeel you should have to pay for anything. They feel it should just be a nice party experience. I am sure he will lose a lot of friends this way and to be honest it feels that way already, him standing on his own!
Littleliz02, female, 35-44, urban, non-frequent seller
HANNAH WILSON
CHRISTOPHE VERGULT

65. HANNAH WILSON
CHRISTOPHE VERGULT

66. HANNAH WILSON
CHRISTOPHE VERGULT

67. HANNAH WILSON
CHRISTOPHE VERGULT

68. HANNAH WILSON
CHRISTOPHE VERGULT

69. Take the
Gumtreeteam
on board
#2
HANNAH WILSON
CHRISTOPHE VERGULT

70. “We unite everyone in your organization around the visitor, driving ultimate visitor centricity. We positively affect your internal stakeholders’ hearts, minds and actions, taking the visitor along every step of the way.”
HANNAH WILSON
CHRISTOPHE VERGULT

71. HANNAH WILSON
CHRISTOPHE VERGULT
Determine the purpose & identify stakeholder needs
Install a steering committee

72. Deep dive activities
48 hour activities
Bottom-up activities
(Spontaneous community discussions in ‘lounge’)
Adapted to the business rhythm
Time
Intensity
HANNAH WILSON
CHRISTOPHE VERGULT

73. THEME 1
THEME 2
THEME 3
THEME 4
Detect new insights
Develop innovations
Strengthen brand power
Understand consumers
Improve customer experience
Optimize go-to- market
DEEP-DIVE
48H-TOPIC
DEEP-DIVE
48H-TOPIC
48H-TOPIC
DEEP-DIVE
DEEP-DIVE
DEEP-DIVE
48H-TOPIC
48H-TOPIC
Align consumer collaboration with the strategic agenda
HANNAH WILSON
CHRISTOPHE VERGULT

74. Spreading
brand
enthusiasm
#3
HANNAH WILSON
CHRISTOPHE VERGULT

75. “Users cannot get any closer to your brand and organization than by being involved in shaping the future of Gumtree. We facilitate you and them to drive consumer brand-related actions through content they have co-created with you.”
HANNAH WILSON
CHRISTOPHE VERGULT

76. HANNAH WILSON
CHRISTOPHE VERGULT

77. HANNAH WILSON
CHRISTOPHE VERGULT
I think it is very brave of Gumtreeto open themselves up to their members! In my personal opinion, I feel all my opinions (good/bad) queries, etchave been read & they’re actually taking notice off! They knew not every member would be positive & have opened themselves up to negative comments as well as criticism! So that has given Gumtreea big thumbs up from me!
Fagin, female, 35-44, suburban, frequent seller

78. HANNAH WILSON
CHRISTOPHE VERGULT

79. HANNAH WILSON
CHRISTOPHE VERGULT
How a closed community
can help you toactivate your
Crowdsourcing
wider, natural community

80. Take-awaysfrom 6 months user collaboration
HANNAH WILSON
CHRISTOPHE VERGULT

81. HANNAH WILSON
CHRISTOPHE VERGULT
Step by step –First milestone

82. 1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
It takes at least 21 iterations
HANNAH WILSON
CHRISTOPHE VERGULT
before behaviour becomes a habit
…

83. HANNAH WILSON
CHRISTOPHE VERGULT
We have to be daring

84. Structural collaboration
Is hard work
HANNAH WILSON
CHRISTOPHE VERGULT

85. HANNAH WILSON
CHRISTOPHE VERGULT
BRAND POWER

86. HANNAH WILSON
CHRISTOPHE VERGULT
ThankYou!
Christophe Vergult, Managing Partner
Hannah Wilson, Head of Marketing

87. Content
Welcome
Chief Consumer Officer
Workshop Session
GumtreeCase Study
Q&A
@TOMDERUYCK

88. Business Issues?
#1
@MCDONALDSIMON
How to execute?
#2
Internal
Leverage?
#3
30 minsto work through the tasks
5 minsper group to play back ideas

89. COMPANY
TOWARDS THE
consumer-activated