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
1. ABOUT COMMUNITIES2. ENGAGING CONSUMERS3. ENGAGE THE ORGANIZATION4. CHALLENGES5. RESULTS
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
Your customers are probably the most effective consultants you can hire
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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
#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
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
How to engage a crowd of executives and connect them with their consumers? Our approach is illustrated with 3 cases
3 CASES
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Webinar: Consumer
Understanding
= KEY SUCCESS FACTOR
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Webinar: Consumer
Understanding
BUILDING OUR WALL OF FAME
2/ EXCLUSIVE 3/ FUN 4/ CONNECT1/ IMPACT
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
SPECIAL TASKS AND CHALLENGES
2/ EXCLUSIVE 3/ FUN 4/ CONNECT1/ IMPACT
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
FROM PAY TO ATTENTION.. ..TO PLAY FOR ATTENTION
2/ EXCLUSIVE 3/ FUN 4/ CONNECT1/ IMPACT
GOODIEBAGS
QUIZES
COMPETITIONS
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
MEET PEOPLEBEHIND THE SCENES
2/ EXCLUSIVE 3/ FUN 4/ CONNECT1/ IMPACT
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
…AND HOW TO ENGAGEINTERNAL STAKEHOLDERS?
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
ENGAGE THEM IN THE
CONSUMER WORLD
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE1/ ENGAGE
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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
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
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
EXPERIENCE IT YOURSELF..
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE1/ ENGAGE 6/ RE-USE
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
..AND RE-USE
RESEARCH RESULTS
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE1/ ENGAGE 6/ RE-USE
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
BRINGING CONSUMER TO LIFECAN BE CHALLENGING
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
THE COMMUNITY IS A GREATSENSING EXPERIENCE…
LESSON LEARNED
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
…BUT CAN CREATE AN INFORMATION OVERLOAD
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
SO, TARGET YOURINFORMATION
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
WHAT’S THE RESULT
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
“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
DEFINE THE KPI’S
& CELEBRATE SUCCESS
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
THE TAKEAWAYS
ENGAGE YOUR INTERNAL STAKEHOLDERS
BALANCE STORIES & ACTIONABLE RESULTS
MEASURE YOUR EFFORTS AND SHARE SUCCESS
@tomderuyck @anoukw1
Webinar: Consumer
Understanding
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
