Prosumer

CONSUMERS + PRODUCERS =

BIO

MEOnline marketing specialist | Blogger | Author

CONTACTS:

FACEBOOK | ivelina.atanasova TWITTER | IvAtanasovahttp:// markbit.net | http://newtrend.bg

Things have changed

The brand, consumer and cultural landscapes have evolved massively, resulting in a shifting definition of Prosumers:

Proactive consumer

Producer consumer

Professional consumer

Progressive consumer

that is more proactive,

passionate and powerful

Shopping is no longer just about the product or service to be acquired. Instead, today’s more mindful consumers view the purchase in light of multiple other considerations, including who makes it and whether the company is having a positive or negative impact on the broader world.

To build trust and confidence, brands need to maintain open channels of communication regarding what they believe in and how they are behaving.

Consumption Is More Multidimensional

The New Consumers Are Looking for Support from Their Brand Partners

People Feel Isolated and Crave Connections

Smart brands will promote and facilitate

interconnectivity between consumer and

brand,consumer and consumer, consumer and the broader community, consumer and

vital causes, andconsumer and the natural

world.

It is essential to help build connections that give

people asense of community and

shared purpose.

PAST:

FIRST DECADE OF PROSUMERISM

PROSUMERS?

• Prosumers pass it on. • The urge to pass on information and

opinions to others is the absolute defining core of Prosumerism. No wonder Prosumers become hubs of information and opinions.

• People consult Prosumers. They are much more likely than average consumers to be consulted for tips and recommendations.

• Prosumers don’t forgive and forget. Nobody likes a poor product or service experience, but Prosumers dislike them more than most.

• Prosumers consult widely, then make up their own mind. They typically gather information widely for the material they need to decide on their own; they experiment even if they sometimes make mainstream conclusions.

With the Internet, Prosumers have been able to find information faster and more widely than was possible in pre-digital days.

Traditional media hasn’t gone away as a mass

phenomenon BUT social media and internet have become more present in the

everyday

lives of ordinary consumers and more visible than in the traditional media.

Social Media has increasingly been providing channels for

new types of influencers, who command attention not because they work for a brand and its

marketers, nor because they work for traditional media organizations, but because

they’ve built a reputation through their own efforts in their own name, one link at a time.

PRESENT:

CHANGING CHANNELS OF INFLUENCE

Serious news organizations now routinely feature interviews and opinions from people whom they describe simply as

bloggers.

FUTURE:

THE SECOND DECADE OF PROSUMERISM

They are more influential,

more engaged, and more digitally

savvy consumers than the

majority who seek out new brands and

experiences.

PROFILE

•Like Momentum 2.0 and Decipher, Prosumer is a future-focused tool

•15-25% of men and women who make and break markets— in every category and geography

•Leading edge consumers who help us understand what’s next

•Predict what will people, like, feel, buy in the next 6-18 months.

% consumers

15–25% 6–18 monthsPROSUMERS

Източник: Euro RSCG Worldwide Prosumer Studies, 2002–2009

Let’s Be Clear…

• We are not interested in targeting a niche—even a large one

• We track Prosumers in order to anticipate the direction in which the bulk of consumers will soon move

• Prosumer is a tool that can easily be used in conjunction with client research tools, focus groups, and online surveys

• No matter what size the group, the algorithm allows us to identify the Prosumers within it

INDEPEDENCE

EARLY ADOPTION

INFLUENCE

TRUST

BRAND ENGAGEMENT

The five Prosumer types

UTILITARIAN = good deals

Motivation: Good deals

Prosumers: 12%

Gender: Female

“getting things done efficiently and effectively, which means at a reasonable cost.”

ENTERTAINER = FUN

Motivation: Fun, pleasure

Prosumers: 29%

Gender: Female

“I share online content that I findentertaining and humorous”

ADVOCATE = Change the worldMotivation: Change the world

Prosumers: 19%

Gender: Balanced

“I usesocial media to change the world for thebetter.”

CO-CREATOR = Connect

Motivation: Connect

Prosumers: 19%

Gender: Balanced/ Male

“They use social media to convey their thoughts andOpinions.”

COMPETITOR= Raise status

Motivation: Connect

Prosumers: 19%

Gender: Balanced/ Male

“They use social media to convey their thoughts andOpinions.”

DAILY DIGITAL NEWS AND TRENDS!

THANK YOU!MEOnline marketing specialist | Blogger | Author

CONTACTS:

FACEBOOK | ivelina.atanasova TWITTER | IvAtanasovahttp:// markbit.net | http://newtrend.bg

PHOTOS• http://www.flickr.com/photos/arjunpurky/2599914319/lightbox/• http://www.flickr.com/photos/aaroncoyle/1123931219/lightbox/• http://www.flickr.com/photos/beija-flor/89058565/lightbox/• http://www.flickr.com/photos/15170204@N04/2918163858/• http://www.flickr.com/photos/25444680@N06/4311971829/• http://www.flickr.com/photos/30359936@N08/4574408301/• http://www.flickr.com/photos/40962351@N00/1601262977/• http://www.flickr.com/photos/beija-flor/275801028/in/photostream/• http://www.flickr.com/photos/evandellphotography/5406033713/in/photostream/• http://www.flickr.com/photos/74379771@N00/164342516/• http://www.flickr.com/photos/22646823@N08/3019043168/

SOURCE: Prosumer Reports; The Second decade of Prosumerism {Euro RSCG Worldwide}