Event Report: New Games, New Rules #ngnr2011

1000 bikes sold in 34 countries, monthly without a marketingbudget and with only 4 employees on the payroll. That was some lesson in pullmarketing by Jasmijn Rijcken (here’s another), co-founder of Dutch bikedesigner VanMoof at New Games, New Rules (#ngnr2011), an event that was founded by Ellen de Lange-Ros of Faxion and was quickly adopted and supported by InSites Consulting, Blauw Research, R2Research and WildCard. Next to Rijcken’s entertaining keynote (sheets 1 – 82 in the presentation deck you’ll find below), there were plenty more interesting talks and presentations about the impact of social media on research.

Jasmijn Rijcken
The company VANMOOF only exists for two years, now. They make designer bikes, and they do that quite well: they’re now selling 1000 bikes in 34 countries monthly. Before they started, the founders asked their fiends living in the big cities in the Netherlands to share their ideas about the ideal, urban bike. “People don’t buy what you do, but why you do it.” The marketing strategy of VANMOOF is based on that one sentence. One of the most important foundations of the brand is to give clients and fans the feeling they’ve discovered the brand themselves. Online they took the following strategic steps at VANMOOF:

  • A community for Like-minded people. Facebook is a tool for people where they can share their experiences with their VanMoof bikes. It appears that a lot of VanMoof owners like to put photo’s of themselves on Facebook. “We have hundreds of photo’s of consumers showing their VanMoof’s.”
  • Promotion. People are on Facebook for fun, Rijcken told the audience. So, VanMoof tries to earn money not by salespromotions on Facebook, but by teasing. “The 2-halen-1-betalen” adagium is out of the question, Rijcken thinks. So, when VanMoof designed their VanMoof5, they teased. With a very macro picture of the bike. The day the macro photo was on Facebook, the website traffic got a big boost.
  • Tag. False tagging is hot in America, but the real tagging of people is a nice way to go.
  • Crowdsourcing. It’s complicated for a bike designer and producer, Rijcken says. Facebook is used to poll little changes at the bikes. Usually, they receive 40 comments.
  • Online and offline. One of the tricks VanMoof is trying to do is to make an airplane out of the boxes they send their bikes in.

Ellen de Lange-Ros & Menno Urbanus
Ellen de Lange-Ros (Faxion) and Menno Urbanus (R2 Research) gave the audience a duo-presentation about the future of social media and the possibilities for research. “When you don’t understand the changes that are caused by social media in marketing research, you’ll miss the boat,” they claimed. But, if you understand the possibilities of research and social media, there are huge opportunities. Doing research and taking action are melting together and they are not always easy to divide anymore.  “We don’t have to ask questions anymore. People are telling us stories, they tell us wat triggers them,” Urbanus claimed. Ellen de Lange-Ros came up with the nice example Roamler, where people can do small research projects via an app and can get rewarded. Like making pictures of their beer glasses they have at home. Or make photo’s of the place where eggs are presented in supermarkets.
Dylan Nagel
Dylan Nagel (Wild Card) is a gamedesigner with a background in archeology. Nagel presented (sheets 152 – 186) a story about successful social games like Farmville and the way they deal with the massive amounts of data that are being collected.
Gyurka Jansen
Gyurka Jansen (the famous @the_ed on Twitter) is the one and only employee (yet and already) of R2 Research, founded by Menno Urbanus. Jansen had a very informative story about the use of social media with models about the different ‘shells’ for engagement. Find his sheets above (188 – 198).
Polle de Maagt
Our colleague Polle de Maagt did one of the three social media rushes about cocreation at Telenet with Yelo.  1800 people applied to join the research community to make Yelo a better product, 100 people were granted access. The more photo’s moderators put online in the community, the more the community itself posted photo’s the researchers found. See Polle’s presentation in the slidedeck presented above (sheets )
Astrid Pieterse & Kristof De Wulf
Astrid Pieterse is Media Insight Manager at Unilever, Kristof De Wulf is one of the managing partners and founder of InSites Consulting. In this duo presentation (sheets 200 – 226) they discuss an extensive research about consumer word of mouth via social media netnography on all possible online sources in different categories in both Belgium as in The Netherlands in a period of one full year.

Eventoverview by @KimRavers (click on image to extend).

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