Tom de Ruyck - Cutting Edge of NewMR 2015
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Turning consumer insights into company-wide memes
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Tom de Ruyck - Cutting Edge of NewMR 2015
- 1. How to market, Research? Presented by: Tom De Ruyck @tomderuyckTurning consumer insights into company-‐wide memes Tom de Ruyck,, Belgium, 22nd September 2015 Turning consumer insights into company-‐wide memes
- 2. INNOVATIVE METHODS RULED THE #MRX INDUSTRY THE PAST 5 YEARS @tomderuyckTurning consumer insights into company-‐wide memes Tom de Ruyck,, Belgium, 22nd September 2015
- 3. WHO CARES…? @tomderuyck@tomderuyckTurning consumer insights into company-‐wide memes Tom de Ruyck,, Belgium, 22nd September 2015
- 4. BECAUSE ALL WE WANT IS @tomderuyck@tomderuyckTurning consumer insights into company-‐wide memes Tom de Ruyck,, Belgium, 22nd September 2015
- 5. WE BRING INSIGHTS TO LIFE #1 @tomderuyck@tomderuyckTurning consumer insights into company-‐wide memes Tom de Ruyck,, Belgium, 22nd September 2015
- 6. WORKS WITH POWERPOINT REPORTS LESS THAN USES CREATIVE REPORTING FORMATS 10% 86% @tomderuyckTurning consumer insights into company-‐wide memes Tom de Ruyck,, Belgium, 22nd September 2015
- 7. WE CONNECT & EMPOWER #2 @tomderuyckTurning consumer insights into company-‐wide memes Tom de Ruyck,, Belgium, 22nd September 2015
- 8. 92% BELIEVES RESEARCH SHARING WITH COLLEAGUES GENERATES INSIGHT WORTH YET 65% SHARES RESEARCH RESULTS THE ORGANISATION EXTENSIVELY WITHIN @tomderuyckTurning consumer insights into company-‐wide memes Tom de Ruyck,, Belgium, 22nd September 2015
- 9. WE REALLY MAKE A DIFFERENCE #3 @tomderuyckTurning consumer insights into company-‐wide memes Tom de Ruyck,, Belgium, 22nd September 2015
- 10. BELIEVES RESEARCH LEADS TO SURPRISING RESULTS LESS THAN 1 IN 2 @tomderuyckTurning consumer insights into company-‐wide memes Tom de Ruyck,, Belgium, 22nd September 2015
- 11. IMPACT... WE DON’T REALLY CARE @tomderuyckTurning consumer insights into company-‐wide memes Tom de Ruyck,, Belgium, 22nd September 2015
- 12. SHIFT OF ATTENTION: FROM METHOD TO IMPACT WE NEED A @tomderuyckTurning consumer insights into company-‐wide memes Tom de Ruyck,, Belgium, 22nd September 2015
- 13. How to market, Research? @tomderuyck @tomderuyckTurning consumer insights into company-‐wide memes Tom de Ruyck,, Belgium, 22nd September 2015
- 14. STRATEGIZE AS A CONTENT MARKETER @tomderuyckTurning consumer insights into company-‐wide memes Tom de Ruyck,, Belgium, 22nd September 2015
- 15. MIX THE LEVEL OF ATTENTION & INTENSITY WITH 3 CONTENT STREAMS Updates: Pins of consumer inspiration (e.g. consumer stories) Projects: Deep dive study on specific consumer question (e.g. strategic projects & strategy execution) Campaigns: Communication of insights around a certain theme, cross projects (e.g. long term strategic goals) @tomderuyckTurning consumer insights into company-‐wide memes Tom de Ruyck,, Belgium, 22nd September 2015
- 16. SEED ACTIVATECOLLABORATE Work together to shape outcomes Spreading new insights through the organization Trigger stakeholders to interact with insights USE THE 4 OF MARKETING INSIGHTS BUILDING BLOCKS HARVEST Collecting insights we already know @tomderuyckTurning consumer insights into company-‐wide memes Tom de Ruyck,, Belgium, 22nd September 2015
- 17. *MINDMAP CHALLENGE FOR INTERNAL STAKEHOLDERS FROM INDIVIDUAL HARVEST SEED ACTIVATECOLLABORATE Collecting insights we already know @tomderuyck TO COLLECTIVE WISDOM Turning consumer insights into company-‐wide memes Tom de Ruyck,, Belgium, 22nd September 2015
- 18. *CONSUMER NEWS UPDATES FROM SHARING TO SEEDING HARVEST SEED ACTIVATECOLLABORATE Spreading new insights through the organization @tomderuyckTurning consumer insights into company-‐wide memes Tom de Ruyck,, Belgium, 22nd September 2015
- 19. FROM TEACHING TO ACTIVATING *CONSUMER QUIZ GAMES HARVEST SEED ACTIVATECOLLABORATE Trigger stakeholders to interact with insights @tomderuyckTurning consumer insights into company-‐wide memes Tom de Ruyck,, Belgium, 22nd September 2015
- 20. FROM BRAINSTORMING TO COLLABORATING HARVEST SEED ACTIVATE COLLABORATE Work together to shape outcomes *WORKSHOPS WITH CONSUMERS @tomderuyckTurning consumer insights into company-‐wide memes Tom de Ruyck,, Belgium, 22nd September 2015
- 21. MEASURE YOUR CONVERSION @tomderuyckTurning consumer insights into company-‐wide memes Tom de Ruyck,, Belgium, 22nd September 2015
- 22. THANK YOU! Tom De Ruyck Managing Partner Head of CCBs Tom.DeRuyck@insites-consulting.com @TomDeRuyck Turning consumer insights into company-‐wide memes Tom de Ruyck,, Belgium, 22nd September 2015
- 23. Q & A #NewMR 2015 Corporate Sponsors #NewMR 2015 Supporters Schlesinger Associates Keen as Mustard Turning consumer insights into company-‐wide memes Tom de Ruyck,, Belgium, 22nd September 2015 Sue York Tom de Ruyck InSites ConsulFng