1. Let’s go onan online safari. Yourrangers of today: Prof. Steven Van Belleghem, managing partner InSites Consulting Denise Price, consumerplanning manager Diageo Europe

2. Conversations are the keydrivers of growth. NPS proved it.

3. Word-of-mouth has becomeWorLd-of-mouth. Same concept as 2000 yearsago, butnow at lightspeed.

4. Time to change the research toolbox.Old techniques are missing the really important stuff.

5. Nethnographic research is great.And still, it is limited. Itdoesn’tgiveyou all the data & info neededfor a greatconversationstrategy.

6. Diageo Europe believesin conversations.They want a conversationalstrategyfortheirkeybrands.We helpedthem.

7. Time forsomenewmetrics.These metricsgiveyou the full picture of consumerconversations.

8. Map categoryconversations.Conversationsaboutliquors are mainly “bonding”:positivebut low impact.

9. Johnnie Walker consumers have a high conversationpotential.They have a more advanced digital profile.

10. Let’sactivate Johnnie Walker fans.Diageo wanted to offer value to its fans. Plan: a branded content site. Question: what content do they want?

11. Traditional methodsnotsufficient.Realquestion: whatactivates brand fans?

12. Time to go on a safari.With a survey we foundtheir fans and askedif we couldbecome Facebook friendsfor research purposes. Theysaid ‘Yes!’

13. Step 1: we become REAL friendswith the respondents.And we werehonest, theyknewit was for research purposes.

14. Youlearn a lot fromsomeonesprofile page.All personal details, brandstheylike, topics theyreacton…

15. Scalable research.Compared to ethnographic research, there is no limit on the number of people we observe at the same time.

16. SELF DIRECTION BOTH AMBITION Rule out the Hawthorn effect.We couldseenaturalbehavior of the target group.

17. We did a combination of qual, quant & textmining to gather all insights.

18. Diageo went two steps further. Two important decisionswere taken.

19. New briefing of media agency. Target brand fans and not a sociodemographic target group.

20. Reallyconnectwithconsumers. Toooftendecisionwere made on wrong perceptions. E.g. single malt drinkers are notinterested in online conversations. Wrong!

21. Actually Diageo decided to go more on safari. We canrecommendit, it’sfun. And…youactuallylearn more than in a zoo.

22. For more info: Steven@insites.eu www.slideshare.net/stevenvanbelleghem www.theconversationmanager.com Followus: @Steven_InSites