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GALVANIZE 2016

Welcome to this Best of Galvanize Webinar

My name is Katia, Im Content Impact Manager here at InSites Consulting and your host for this webinar.

Three weeks ago the whole InSites Team went on a three day teambuilding to Ibiza.On the first day our very own inSites Congress took place.

Like every edition, the congress is a unique blend of case studies, inspiring debates, idea pitches and conceptual thinking4

GALVANIZE 2016GALVANIZETo cause (people) to become so excited or concerned about an issue or idea that they want to do something about it To cover with a layer of zinc to prevent it from rusting

The Congress theme was: Galvanize

Why this theme?Well if you google the term galvanize you will see that it stands for:

: to cause (people) to become so excited or concerned about an issue, idea, etc., that they want to do something about it : to cover (steel or iron) with a layer of zinc to prevent it from rusting

Just like the chemical process of adding a coat to prevent rusting, various InSites teams will take the stage and share their work and thinking on how to prevent research from rusting and how to create a unique chemical reaction leading to success for the projects, brands and clients we work for.5

GALVANIZE 2016

ENTER THE EXPERIENCE ECONOMYIncreasing memory and empathy to drive research impact by Thomas Troch, Business Director.

CONFESSIONS OF AN ADDICTThe Amazon effect: how consumers become addicted to brands by Filip De Boeck, Managing Partner.

IMPLICIT INNOVATIONThe role of implicit measurement in predicting consumer activation by Niclas Heider, Senior Research Consultant.

WITH A BANGHow Cillit Bang tackled the challenge of engaging their employees with insights by Jilke Ramon, Customer Success Coach.

REPORT IN CONSUMER CONSULTING BOARDSHow to predict consumer disengagement in online conversations by Steven Debaere, Data Scientist.

MEET GALVINNext generation of consumer observations and insights sharing by Tom De Ruyck, Managing Partner and Insight Activation Studio Ambassador.OUR WEBINARPROGRAM

135 people submitted contributions and in the end we welcomed 78 people on stage

We have selected 6 presentations (of ten minutes) that we thought would inspire and interest you.

After every presentation we will leave some room for Q&A should you have questions please ask them in the chat during the presentation and we

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THOMAS TROCHBusiness DirectorENTER THEEXPERIENCE ECONOMY

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Hi everyone! In the next 10 minutes I will talk about HOW we can WOW our audience as researchers, and WHY we should.8

Schillewaert & Pallini, 2014

Our research shows that only half of the MR studies are successful in driving change. That got me thinking about the success factors of the most impactful work that Ive done in the past 6 years. 9

And this goes beyond generating great consumer insight. In my experience, it is about delivering these insights in a way that is memorable and that generates empathy. So what type of deliverables do you think succeed in this ambitious goal? Making insights memorable and generating true empathy.10

Premium ValueMarket ValueUndifferentiatedDifferentiatedAdapted from Pine and Gilmore, 2011

Is it this type of deliverable?

Raw data like this table report or a transcript? NoA fully designed PowerPoint Presentation with conclusions and recommendations ? Probably notA Workshop to turn insights into ideas and actions? Maybe

Pine and Gilmore developed this great framework on the Progression of Value. Lets take a look where our research deliverables would go.

Raw data is what we would call a COMMODITY. This is not differentiating and the value it provides is limited.

When these results are turned into a PowerPoint presentation we call it a GOOD.

Only by adding workshops and consulting, we can refer to research as a service. This is more differentiating and is also perceived to add more value.

But is this SERVICE level enough to drive change?

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To answer this question, I explored the extremes of the service level in a study for Philips Sonicare.

We carefully mapped out and designed the touchpoints to engage the client throughout the project.

We presented the team with immersive consumer data, developed custom models, used out of category cases to inspire, hosted a workshop and even handed out postcards. Every member of the team could write their future self a postcard on actions they plan to take. We send the postcards back to them 3 months later as a reminder.

When we tested the impact of study, we scored well on making the insights memorable, but their was room for improvement on the EMPATHY-level. And you need both to drive change.12

Luckily Pine & Gilmore feature a 4th type of offering: EXPERIENCE.

An experience is a series of events that stimulates the senses and activates an audience to pay full attention. It evokes emotions which are crucial in creating memories.

How can we deliver MR as an experiences?

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MEMORY

EMPATHY

INTERACT

OBSERVE

4 REALMS OFAN experience

Adapted from Pine and Gilmore, 2011

A first dimension to take into account is the participation level. Do we want people to interact with the flow of events or just observe. Active participation is easier for smaller audiences.

Then we should think about the objectives we want to achieve. Do we want people to absorb insights and make them memorable? Or do we want to immerse them in the lives of their consumers and generate empathy?

Ive been playing around with EXPERIENCE for a while now and looking back, I mostly have experience on the right side of the spectrum. Actively engaging a smaller audience.

For Air France KLM for example where we shared results of a concept test as a concept casino where people could place their bet on the concept that scored highest on a specific KPI. Truly making the results stick.

For Heineken we wanted to increase empathy with the target group of party people, so we took the team on a lounge tour and gave them empathy cards with activities to perform to relive the journey of the target group.

For experience examples on the left side, I had to look outside my own projects.

When Skype wanted to introduce a new metric in the organization - the user pulse , they also tapped into experience. They built an installation with data-points represented by physical balls. An airstream shoots the balls in the air to the correct, corresponding height to show if the score goes up or down. And yes, people go wild when the balls go up.

Last but not least, technology can provide a solution to also make immersion more scalable to a bigger audience. Instead of limiting the experience of an in-home ethnography to the happy few, VR could make this experience accessible to a whole organization.

Thinking back about the Philips Sonicare project, I realized later that there was room for improvement on the empathy level. So Id like to show you what I would do if I could do the project again staging an experience right here right now - using technology that most of you have in your pocket.

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Who has a smartphone here? Can you hold it up in the air?

For the people joining us remotely via ESOMAR TV feel free to participate as well.

Now open your browser and go to THOMAS360.NET, open in YouTube if prompted.

Youll have to bear with me. For this to work, you will need the latest version of the YouTube app. You can now IMMERSE in my very own toothbrush routine. Just move your phone around to get a view of my bathroom and literally look over my shoulder while Im brushing my teeth.15

MEMORY

EMPATHY

INTERACT

OBSERVE

4 REALMS OFAN experienceAdapted from Pine and Gilmore, 2011

This experience is part of the bottom left quadrant. But in staging experiences, you can actually include more than 1 realm to increase the impact.16

MEMORY

EMPATHY

INTERACT

OBSERVE

Adapted from Pine and Gilmore, 2011

Future of StudioExciting challenge for Studio to be a hub for experiential deliverables.17

WHAT IT TAKES TO STAGEAN experience

So what are the implications for us to make this work?

It can require a unique type of data that is not typically part of how we do research think about 360 footage that can be collected afterwards to emphasize key conclusions.We can tap into emerging technologiesTo keep the costs down, a whole lot of creativity is required to stage these experiences. Its funny, but this 360 experiment actually costed me less than 360 dollars in hardware.And last but not least, it shouldnt be a gimmick each experience should have a clear purpose.

Is this something for every project? No, for a simple logo test I wouldnt recommend it. For a strategic project that requires a TRANSFORMATION, I truly believe that this is the way to go.18

THOMAS [email protected] YOU!QUESTIONS?

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FILIP DE BOECKManaging PartnerCONFESSIONSOF AN ADDICT

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GALVANIZE Ibiza 2016

I know a person who is addicted to Amazon. And this is his story..21

GALVANIZE Ibiza 2016especially not e-commerceI dont believe in internet,2011


Then there was that first purchase at Amazon and the start of an ad hoc relationship

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Then there was that first purchase at Amazon and the start of an ad hoc relationship

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Amazon changed my beliefs and assumptions and eventually started a chain reaction. My path to addiction explained.

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d hoc


Amazon changed my beliefs and assumptions and eventually started a chain reaction. My path to addiction explained.

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ddicted

After becoming a prime member this quickly became an addiction. A chain reaction happened.

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I spend 6% of my disposable income on Amazon. That is also the body fat % in the middle picture29

They should hire you in Seattle, I rarely heard someone speaking with so much passion about Amazon

Tim Allen, Executive Creative Director, Product Experience Amazon

Not only in my purchase behavior I show my fanship, also in my recommendation behavior demonstrate the love for Amazon pretty much everyday30

Now lets try to identify what are the drivers of this addiction and what we can learn from it so we can also make our clients addicted to us31

Amazon is more than just an online store, it is an eco-system with many many touch points. Amazon is an eco-system of hardware and software 32

I have 4 hardware devices33

, 1 membership and I use 10 different brands/services/products of the Amazon eco-system. And I am recognized across the different components of this eco-system and each touch point deliver a similar experience.

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This eco system grow organically in many different ways, but I love the fact they keep pushing the boundaries of what is possible, rather than deliver what is probable.35

This unbridled innovation drives top line growth, and Amazon keeps investing in future innovation which results in a flat bottom line. But is worth $300 billion today!36

Prepare for the unexpected, every day.37

All this innovation is happening, but what is even more important is anticipation. It is a product of awareness of Amazon innovations and the excitement that creates with the market.39

But also back to basics.42

Anticipation and innovation

Things that make me feel like.43

Awards and industry recognition are key. 45

Awards winning TV shows awards for content, not technology. Amazon won yet again 6 Emmys this year. 46

Something that makes me feel like ..47

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Ive made billions of dollars of failures at Amazon.comNone of those things are fun. But they also dont matter. JB

Companies that are making bets all along, even big bets but not bet-the-company bets prevail. I dont believe in bet-the-company bets. Thats when youre desperate. Thats the last thing you can do JB

And also the permission to fail. Amazon destinations (travel agency), the fire Phone and Amazon diapers are all experiments that were not really successful, but overall contributed to where Amazon is today. 50

You know me better than I know myself. The predictive value of suggestions and recommendations are huge in terms of impact.52

Amazon pretty much invented recommendations. Interesting how in their first website - 1994 they talk about a hybrid between machine generated (AI) and human generated recommendations.54

1. ECO SYSTEMWhen looking at the future of InSItes Consulting, I believe in the power of the square as our own eco-system. You can evolve as a customer within the same comfortable environment, offer different experiences, but within a bandwith of comfort and predictability.

It takes an experience to change beliefs and assumptions. Before you get addicted you need that first hit and it should hit you hard. There will always be non believers. Deliver a trial experience that represents the core experience of the square

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2. We need to think anticipation, more than innovation.Anticipation requires a mix of awareness and excitement. Not just the fact of innovation.

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3. Industry recognition for the content, not the tool57

4. Allow experimentation and prepare to fail

5. Push relevant content to who needs it when they need it by using a hybrid between AI and human approach. After all, we know our clients better than Amazon know theirs right?!

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5. Push relevant content to who needs it when they need it by using a hybrid between AI and human approach. After all, we know our clients better than Amazon know theirs right?!

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FILIP DE [email protected] YOU!QUESTIONS?

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NICLAS HEIDERSenior Research ConsultantIMPLICITINNOVATION

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Implicit Innovations

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What is your favorite ice cream flavor?

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Implicit InnovationsImplicit measuresWhatMeasurement techniques that prevent you from deliberately thinking before answeringWhyTo measure your automatic reactions and deduce your attitudes, beliefs, or behavioral intentions

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GALVANIZE Ibiza 2016Implicit Innovations

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Im watching a WebinarIm in a swimming poolThis webinar is awesomeImplicit Innovations

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I will talk to my friends about the adI will not post this ad on FacebookImplicit InnovationsPromoting intention after advertisement

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Implicit InnovationsPlease respond to the statements you see in line with wanting to promote the product. Press L for TRUE and S for FALSEI will talk to my friends about the adI will not post this ad on Facebook

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Implicit InnovationsPlease respond to the statements you see in line with not wanting to promote the product. Press L for TRUE and S for FALSEI will talk to my friends about the adI will not post this ad on Facebook

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talk to friendsshare ad on social media share ad via email visit product website

NOT LIKELYLIKELYPROMOTING INTENTION

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NICLAS [email protected] YOU!QUESTIONS?

www.researchgate.net/profile/Niclas_Heider@martenniclas

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JILKE RAMONCustomer Success CoachWITH A BANG!

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THE CILLIT BANG STUDIO


WITH A BANG

Cillit Bang eerste case Probleem Cillit Bang 73


WITH A BANG

Get new and fresh insights into the (power) cleaner category to develop new product and marketing initiatives

Cillit Bang is an established RB brand offering a wide range of cleaning products globally, mainly focusing on what they call powercleaners (powerful products for specific usage).

They want to immerse into consumer life, understand their habits, routines, unmet needs and brand usage and use these insights to develop new product and marketing initiatives.

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CONSUMER CONSULTING BOARD

WITH A BANG

Bathroom = FRUSTRATIONS

PowerTENSIONHARSHIMAGEPleasure = RESULTS

Unpleasant

SHOPPER JOURNEY

We have set up a 3 week CCB in France and Russia. The key conclusions:

Pleasure in cleaning comes from the results and satisfaction afterwards, not from the cleaning itself. The bathroom is the source for most frustrations, while kitchen has the most positive associations and highest social investment.Different levels of power are required for different rooms and too much power can be off putting, whereas not enough power can be frustrating.

Find out what consumres want - share that to employees. How? Let them immers into the consumer world75


Consumers to employees

CONSUMER CONSULTING BOARD

INSIGHT ACTIVATION STUDIO

WITH A BANG

Annelies: kracht ecosystem

probleem is, mensen die dit als 2e merk hebben, verspreid zijn over landen en mensen die hierop zitten maar geen tijd hebben. Hoe activeer je die insights/ Want onmogelijk om samen te krijgen voor presentatie Hoe activeer je dit? Studio / /integreerd ecosystem verhaal, hoe consume rinsights werkbaar maken76


WITH A BANGINSIGHT ACTIVATION studio

HEARTS

MINDSACTIONSCreate empathy & bring research closer to homeApply insights & create a consumer-centered mindset

Identify ideas or actions & make a bigger change together

Learning / activation flow

What do we do with research inside the Studio? Play on the hearts, minds & actionsFor Cillit Bang this means that we start with immersing in the research & playing on the hearts & mindsNext, we will focus on ideation and trigger new ideas on how to make Cillit Bang a top brand again. End goal for this Studio: new concepts they can use77


WITH A BANGFROM RESEARCH TO TILESWE STARTED WITH

290SLIDES3WALLS

16INSIGHT TILES3QUIZES

TRANSLATED INTO

#SPOTLESSROOMS#WITHABANG#SHOPPERJOURNEYHow do consumers clean and create #SpotlessRooms?What are the strengths and weaknesses or Cillit Bang? What is impacting the consumers decision journey for cleaning products?

How did we went from research into Tiles.We started with the final summary Annelies & her team created. From that, we took the 3 most important themes CB needed to work upon, which was the cleaning experience itself, the brand perception and how consumers choose their cleaning product. We created 16 insight Tiles, based upon the key-takeaways. Because they already have seen the insights, we started with a little quiz to test how well they remember the insights.

Quiz eerst78

OUR LEARNING FORMULAInsight + example + tiny task


WITH A BANG

x

Insight

ExamplexAha!

Tiny task=Insight or key take-away.

Most people dont enjoy actual cleaning. Associations with this activity are generally negative or neutral.

Its the result that brings people joy. Consumer quote or brand example to illustrate

Case from Method: How can you link positive associations to cleaning?

Fear no mess campaign. Focus on joy of getting dirty. Poll/Question/Task to create recognition/understanding.

Q: Getting dirty or cleaning, which activity gives you the most pleasure?

#2 Engaging Tiles Opbouw van Tiles // insights versterkt met quotes, pictures, videos of casesExample kan consumer quote zijn of competitor/brand case of vbn van trends/blogs/e Vertrekken van insight (satisfaction niet cleaning zelf) en hoe hebben we dit omgebouwd naar een Tile79

THE EMPLOYEE pitchWhy you dont want to miss out!


WITH A BANG

How did we make it fun? #1 employee pitch // why you dont want to miss out 80

In every job that must be done, there is an element of fun. You find the fun and SNAP the jobs a game! Mary Poppinsgamification pioneer


WITH A BANG

Giving them a task is not the only thing . Make it fun! Quote from Mary Poppins81

IMMERSION dive into the consumer world


WITH A BANGHOW WELL DO YOU REMEMBER THE INSIGHTS?1. Play the quizHOW DO YOU RECOGNISE THE INSIGHTS?2. Answer 1 Tile

Q: Which object requires the most cleaning power?

WHAT INSPIRES YOU IN THE WORLD OF CLEANING?3. Add your Tile

How to immerse into consumer research?BUSY BUSINESS PROOF! 5 minutes a week CB: 3 tasks: 82

IDEATION generate & fine-tune ideas based on inspiration


WITH A BANG

Ideation techniquesGenerate: Share your ideaGenerate: Brand alphabetRefine: Team roleRefine: The Osborne checklistRefine: Thinking hatsRefine: Brainwalking

Next use those consumer research to start ideation phase // make ideas that are relevant for consumersHow? CB only online , start with basic ideas and then use different techniques to come up with more fresh ideas (e.g. Brand alphabet, Team role, Thinking hats)83

IMPACT after 1 week

47REGISTERED USERS50VIEWS/INSIGHT TILE

29COMMENTS

5/12USER GENERATED/ ALLTILESWE STARTED WITH 1WALLS

6INSIGHT TILESLEADING TO1QUIZES

31:15AVG. TIME/WEEK

2,5SESSIONS/WEEK

21COMPLETED

5,9PAGES/SESSION

HABITSENGAGED USERS


WITH A BANG

Impact? Show with numbers from CB

Quiz naar voern

paginas/s per sessie, plus time per week zoveel sessies, zoveel paginas op weekbasis meer dan een halfuur er opEn we only ask in our pitch for 5 minutes. If we ask less, we get more, because we make it fun and we make it a more collaborative, learning experience 84

THANK YOU


WITH A BANG

Cillit Bang eerste case Probleem Cillit Bang 85

JILKE [email protected] YOU!QUESTIONS?

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STEVEN DE BAEREData ScientistMINORITY REPORT IN CCBS

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Minority REPORTGALVANIZE Ibiza 2016

26 YEARS OLD3 YEAR COLLABORATION1 TOPIC

Well, Im Steven88


PROACTIVE COMMUNITY MANAGEMENT

Minority REPORT

Well, Im Steven89


3 YEARS10 COMMUNITIES

Minority REPORT

For this research, We have been looking at 3 years of data from 10 ongoing Dutch CCBs of the brands you see here

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3 YEARS10 COMMUNITIES150K POSTS7M DATA POINTS

Minority REPORT

And a total of 150,000 posts We looked at the activity & sentiment of all members, moderators & community in general

&

Analyzed about 7M data points

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2 PAPERS4 CONFERENCES

Minority REPORT

Thus far, We have 2 managerial papers written about itPresented the research at 4 conferences

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2 PAPERS4 CONFERENCES$2,000 PRIZE2 AWARDS

Minority REPORT

And even won a $2,000 prize & & an award from the Marketing Science Institute for promising research on hot topics

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Minority REPORTARE YOU A MARKET RESEARCH ANALYST?

Therefore, let me start with one question.

Who can call himself/herself a Market Research analyst?94


Minority REPORT

Well, you will all be fired & out of jobs, 20 years from now

But you may think this is a very bold or rude statement, coming from somebody, as I explained, or as some say the outsider within the insiders

But this is not my opinion. Its based on research from the oxford university95


Minority REPORT

They say that you all will be replaced by robots

By knowing about the fact that the robots are coming, they looked at all the jobs, at what everybody actually does & which parts, due to new emerging technologies, could be replaced by robots.

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Minority REPORT

They have an online tool, that allows you to calculate the percentage your job is at risk, 20 years from now on

Like we see here, bookkeepers have a pretty high risk level

The main idea is that if your jobs requires more creativity, negotiation, helping others & doing nice things, that youre more safe to still have your job in the future..

Well, for this congress, I did the exercise for you..97


Minority REPORT

61,3%

It points out that the job of a MR analyst is 61.3% at risk.

So its kind of a medium risk level.

But what can we do about it, how can anticipate on this number, to make sure that were more safe of your jobs?

Well, its by embracing the new upcoming technologies, reshifting your focus to high-value, human exclusive tasks & letting the other parts of the job to be done by computers.

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Minority REPORT

Who saw the movie?

For those of you who havent seen it, its a movie that describes a world in which murder is predicted by oracles & therefore can be stopped. It stars Colinn Carell & Tom Cruise, which is part of a police unit that arrests those murders.

Welll, to make the link with communities, let me make a cheezy analogy: where murder is a threat for the world Tom Cruise lives in, member disengagement is the same for moderators & structural ongoing CCBs

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Minority REPORT

Low quantity

1.Low quality

2.

We identify two types of member disengagement. Low Quantity & low quality.- Low quant -> not enough input & unattractive communitiesLow qual -> you cant really do anything with the posts

As we want to sustain ongoing ccbs on the long-term, its crucial to battle member disengagement.

You as a moderator can do a pretty good job, but it requires a lot of energy. Therefore, let me present to you an approach that will help you to work more cost-efficiently. 100


Minority REPORTPROACTIVECOMMUNITY MANAGEMENT

DETECTIONPREVENTIONPRECISIONPREDICTIONIIIIIIIV

Its called proactive community mamangement.

Proactive community mamanagement is an approach that allows you to work proactively, objectively & time-cost efficient.

It consists of 4 principles

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& I am very lucky because its very easy to explain these principles & the approach to you by the movie Minority Report itself.

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Minority REPORTTHE FUTURE CAN BE SEEN

In the movie a main idea is that the future can be seen.In real life, you can also look at the future. But its not a very wise decision to rely on oracles or frauds, theres something else thats called predictive analytics.

Predictive analytics is a technique that predicts future events by constructing models on historical data. And thats what we are going to do in a community context. Our study shows that its possible & very effective to predict member activity in the futrue. This means that we can predict for each member what their future performance will be in the future.

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QUANTITYQUALITYLowHighLowHigh

Now how, can we make this more practical in a community context. By combining the two dimensions (quantity & quality) & their respective activation levels (low & high), we can come up to a four quadrant framework, that allows you to identify easily the future performance of each member. Therefore, we can see the future of each member

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1


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2


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QUANTITYQUALITYLowHighLowHighCommunity StarsPassivistsHigh-PotentialsAnnoyers


107



PREDICTIONI


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Minority REPORTWE SEE WHAT THEY SEE

In the movie, the look into the future by using oracles. The oracle tells what will hapen in the future. Theres a quote that says we see what they see. But more importantly, the question here is, how do they see it?109



AugJulSepOctNovPastFuture

For predictive analytics, this works by identifying patterns that explain future events. The more intuitive explanation is that it tried to find habits, which is also what we can do in a community context.

110



AugJulSepOctNovPastFuture

NARCISSISM!

One of the interesting patterns that we found is that a moderator must not use a narcissitic writing style. This confirms the fact that you must talk about them & not about you, otherwise many members will engage in disengagement.

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DETECTIONPREDICTIONIII


112


Minority REPORTTHE SYSTEMCANT BE WRONG

Moreover, in the movie, theres an imporant discussion between tom cruise & collin farrel about the credibility of the system. Tom Cruise says that the system its perfect, whether Colin Farell doubs those statements.

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50%100%.

In predictive analytics, there are two important things to say about this.

First, perfect prediction is not possible. No one can perfectly say what is going to happen. Now, how can we identify good models. Well, a rule of thumb is that it must perform better than random choice, which in our case is 50%. If you would decide randomly between low or high quantity, you have a 50% chance of being right. A prediction model must perform better than that.

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50%100%78%71%.LowQuantLowQual

In our study, we saw that our prediction models have a pretty good performance. 71% & 78%.

Second, its important that predictive analytics will get adopted. Therefore, sometimes one will give up accuracy to make the models more comprehensible & justifiable for the business user, here the moderator. So succesful adoption will require a trade-off decision and not only aiming for high accuracy

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50%100%78%71%.LowQuantLowQualTRUSTWORTHY

Second, its important that predictive analytics will get adopted. Therefore, sometimes one will give up accuracy to make the models more comprehensible & justifiable for the business user, here the moderator. So succesful adoption will require a trade-off decision and not only aiming for high accuracy

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DETECTIONPRECISIONPREDICTIONIIIIII


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Minority REPORTMURDERCAN BE STOPPED

Last, in the movie, murder is stopped & prevented.

Thats also an important implacation with predictive analytics. Because we can predict, we can anticipate on it & prevent it from happening.

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PERSONALIZATIONPROACTIVE ANTICIPATION

Because we can identify at the member level, we can adapt the prevention campaign & go for personalization.

Now how does it work practically, the machine can identify (by using the prediction models) & contextualize (by giving the background information & suggestion for prevention), the moderator can focus on the high-value task & finalize by executing the prevention action.119



QUANTITYQUALITYLowHighLowHighAnnoyers23CONTEXUALIZEIDENTIFYEXECUTE1

Because we can identify at the member level, we can adapt the prevention campaign & go for personalization.

Now how does it work practically, the machine can identify (by using the prediction models) & contextualize (by giving the background information & suggestion for prevention), the moderator can focus on the high-value task & finalize by executing the prevention action.120





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PROACTIVECOMMUNITY MANAGEMENT



Minority REPORT

So thats what proactive community mamagent is about.

The four principles are prediction, detection, precision, prevention.

This allows you to go to a new level of augmented intelligence.

Dont be the machine. Adopt & embrace the new technologies to be the Tom Cruise in your community.122


Minority REPORT

Well, you will all be fired & out of jobs, 20 years from now

But you may think this is a very bold or rude statement, coming from somebody, as I explained, or as some say the outsider within the insiders

But this is not my opinion. Its based on research from the oxford university123

STEVEN DE [email protected] YOU!QUESTIONS?

124

TOM DE RUYCKManaging PartnerMEET GALVIN

125

GALVANIZE Ibiza 2016WHY OUR GALVIN

Automation and Artificial Intelligence

BEATS SIRI

126

Automation and Artificial Intelligence will, over a period of time, replace the worst 75% of market research, leaving just the best as having a significant human component.


Ray Poynter NewMR

WHY OUR GALVIN

BEATS SIRI

automation127


Automation does indeedsubstitutefor labor. However, automation alsocomplementslabor, raising economic outputs in ways that often lead to higher demand for workers.Irving Wladawsky Berger

WHY OUR GALVIN

BEATS SIRI

Given the continuing automation of so much human work over the past couple of centuries, why are there still so many jobs left?The answer isnt very complicated, althoughfrequently overlooked. As Prof. Autor succinctly puts it: tasks that cannot be substituted by automation are generally complemented by it. Automation does indeedsubstitutefor labor. However, automation alsocomplementslabor, raising economic outputs in ways that often lead to higher demand for workers.128


Artificial IntelligenceIntelligence Augmentation

VERSUS

WHY OUR GALVIN

BEATS SIRI


MOST INNOVATIVE AGENCY.For now?

WHY OUR GALVIN

BEATS SIRI

130

DISAPPOINTMENTEXPERIMENTS


Linear versus Exponential growth

TIMETECHNOLOGY CAPABILITY

AMAZEMENTBUSINESS GROWTH

WHY OUR GALVIN

BEATS SIRI

131


WHAT DOES THIS MEAN FOR THEInsight Activation Studio?

WHY OUR GALVIN

BEATS SIRI

132


YOURE EITHER THE ONE THAT CREATES THE AUTOMATION OR YOURE

getting automatedTom Preston-Werner Founder GitHub

WHY OUR GALVIN

BEATS SIRI

AUTOMATION1.

Automation = Drip programs send emails to targeted groups at specific intervals based on time or activities133


WHY OUR GALVIN

BEATS SIRI

IMPROVED ACTIVATION FLOWTHE RIGHT MESSAGEAT THE RIGHT TIME

Improve e-mail activation flow personal approach, tracking, A/B testing, be relevantBe relevant at the best times in-app messages (very personal)

134


ARTIFICIAL2.INTELLIGENCEConversational interfaces will replace apps

Mark Zuckerberg CEO Facebook

WHY OUR GALVIN

BEATS SIRI

Quote Mark zuckerberg135

Meet Galvin Our very own Chatbot


LUIS AI

WHY OUR GALVIN

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FIND ME SOME TILES ABOUT PACKAGINGWhen in a meeting or youre working on a specific project youre able to find out what your consumers and colleagues think about that topic.Case 3LETS MEET THE CONSUMERWe can give the employees the feeling that theyre talking with their consumer while theyre actually interacting with user personas based on predetermined consumer segments. Case 1SHOW ME THE LATEST NEW TILESYou can ask to see the latest new tiles in a menu or simply subscribe to get a daily or weekly update. This is the start of a short and interactive journey through the consumers mind.Case 2

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BEATS SIRIMeet Galvin Our very own Chatbot

Case 1: Meet your consumerMC- PersonaLets meet Anna, she will tell you a little more about herself137


BEATS SIRIMeet Galvin Our very own Chatbot


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Meet Galvin Our very own Chatbot



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WHAT CAN THIS

BOT DO FOR UStoday

ANSWERQUESTIONSPROVIDEINSPIRATION

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WHAT CAN THIS

BOT DO FOR UStomorrowVOICE CONTROL

MEMORY

ANSWER QUESTIONS 2.0

PERSONALITY

PROACTIVE SUGGESTIONS

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GALVANIZE Ibiza 2016Ok Samantha, Inspirationgive me some

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TOTAL IMMERSION IN THEconsumer world

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THE END OF THE Powerpoint reportsIS NEAR!

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Challenge accepted?

TOM DE [email protected] YOU!QUESTIONS?

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GALVANIZE 2016THANK YOU

135 people submitted contributions and in the end we welcomed 78 people on stage

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