In the last few years, organisations have realised the potential that social media offers as a way of communicating their messages and helping to deliver their marketing strategies. equally, we as researchers have been focused on the potential of social media as a new source of information to understand consumer behaviour. This has prompted the development of automated 'social media analysers' which can monitor volume, reach and sentiment of what's being said on Facebook, twitter, etc. in this presentation, Blauw demonstrates that the measurement of these KPis is not only insufficient but can lead to erroneous conclusions. Blauw demonstrates that traditional analysis techniques are essential if meaningful and actionable conclusions are going to come from the analysis of social media content.
Superpromoters are clients who share their enthusiasm about particular products, brands and companies and influence other people by doing so. The theory urges companies to focus more on the enthusiasm of these customers. In 2011, Blauw conducted a research programme for Philips and helped them create a support plan for their superpromoters in India. The presentation reviews both experiences.
This presentation addresses how FLEX/theINNOVATIONLAB and Blauw developed an innovative and smart board game, played by researchers, designers and consumers, to create a synergistic environment for ideation in order to get the best out of people. Ready to play? Feel the flow!