consumer immersion webinar
Post on 21-Oct-2014
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Anouk WillemsSenior Research Innovator
Head of Research Communities
Tom De Ruyck
Webinar 23.10.2012 How consumer communities engage the organization with the consumer world
CONSUMERUNDERSTANDING
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1. ABOUT COMMUNITIES2. ENGAGING CONSUMERS3. ENGAGE THE ORGANIZATION4. CHALLENGES5. RESULTS
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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Your customers are probably the most effective consultants you can hire
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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An MROC defined by Forrester Research (2008):
[Captive interactive groups of people online joined together by a common interest, which are systematically harvested for qualitative market research purposes.]
WHAT IS AN MROC?
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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#ProfileNumber DurationObjectives
We work with 50-150 people that are interested & interesting. The duration of the community is flexible from 3 weeks to months & ongoing, depending on the objectives.
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
WHAT ONLINE CONSUMER COMMUNITIES ARE
4 MAIN INGREDIENTS
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This approach enables stakeholders to observe real stories, emotions through photos and videos from participants, which creates awareness within the organization about new themes & trends.
IMMERSE IN THE CONSUMER WORLD
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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How to engage a crowd of executives and connect them with their consumers? Our approach is illustrated with 3 cases
3 CASES
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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= KEY SUCCESS FACTOR
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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BUILDING OUR WALL OF FAME
2/ EXCLUSIVE 3/ FUN 4/ CONNECT1/ IMPACT
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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SPECIAL TASKS AND CHALLENGES
2/ EXCLUSIVE 3/ FUN 4/ CONNECT1/ IMPACT
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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FROM PAY TO ATTENTION.. ..TO PLAY FOR ATTENTION
2/ EXCLUSIVE 3/ FUN 4/ CONNECT1/ IMPACT
GOODIEBAGS
QUIZES
COMPETITIONS
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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MEET PEOPLEBEHIND THE SCENES
2/ EXCLUSIVE 3/ FUN 4/ CONNECT1/ IMPACT
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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…AND HOW TO ENGAGEINTERNAL STAKEHOLDERS?
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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ENGAGE THEM IN THE
CONSUMER WORLD
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE1/ ENGAGE
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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Announcing the consumer game results
Reward the Consumer Expert
Stories @ the
coffee machine
CREATE OFFLINE AWARENESS
WITH REAL STORIES
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE1/ ENGAGE 6/ RE-USE
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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INSPIRE THEM
WITH EYE-OPENERS
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE1/ ENGAGE 6/ RE-USE
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
• www.nightlifejourney.com
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TRANSLATE INSIGHTS
INTO ACTIONS
Brainstorming and give feedback
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE1/ ENGAGE 6/ RE-USE
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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EXPERIENCE IT YOURSELF..
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE1/ ENGAGE 6/ RE-USE
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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..AND RE-USE
RESEARCH RESULTS
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE1/ ENGAGE 6/ RE-USE
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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BRINGING CONSUMER TO LIFECAN BE CHALLENGING
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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THE COMMUNITY IS A GREATSENSING EXPERIENCE…
LESSON LEARNED
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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…BUT CAN CREATE AN INFORMATION OVERLOAD
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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SO, TARGET YOURINFORMATION
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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WHAT’S THE RESULT
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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“We printed out the profiles of our consumer to generate conversations in the coffee corner, people started to compare their consumers”.
[during the games] “Sometimes we were
with 3 behind our pc’s!”
“The way Consumer&U was organized makes you spent time and makes it sticky, you really had to dive into the world of your consumer to score in the game”
UNILEVER EXPERIENCES
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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DEFINE THE KPI’S
& CELEBRATE SUCCESS
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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THE TAKEAWAYS
ENGAGE YOUR INTERNAL STAKEHOLDERS
BALANCE STORIES & ACTIONABLE RESULTS
MEASURE YOUR EFFORTS AND SHARE SUCCESS
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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linkedin.com/in/tomderuyck
@tomderuyck
www.insites-consulting.com
Tom De Ruyck Head of Research Communities [email protected]
Anouk WillemsSenior Research [email protected]
@tomderuyck @anoukw1
Webinar: Consumer
Understanding