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Understanding an mobilizing the consumer 2.0 via communities
November 7, 2007
François Abiven
Emilie Labidoire
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• Consumer = actor -> he/she “acts”in everything, even the news he/she receives (netvibes)
• The offer’s customization exacerbates individualities -> each person “builds” his/her own style
A new consumer is in power
Creation / creativity has become a key factor in life
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• The hierarchy is rejected: a world of peers and exchange
• The consumer also wants to give (and not just pay)
A new relationship with brands
A consumer who has become an actor in his/her own consumption, especially through belonging to a community
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A challenge for consumer research
Knowing and meeting the new consumer:
… immersion, … capturing ascending information
A new way of investigating the consumer: … involvement
A necessary change that is rich in opportunities
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Mobilize the consumer byassociating him with theoffer’s development
2. Understanding the consumer via ad-hoc communities
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Co-design via acollaborativeprotocol
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Virtual worlds are the ideal place for co-design:
. Creativity
. Pleasure and sharing
. 3D modeling
=> A real opportunity for brands to mobilize the new consumer
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Real Life brand versus the residents’ creativity1. American Apparel tee-shirts
in Second Life
2. Examples of models
designed by the residents
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Recruit creative residents who like to express themselves and who are open to novelty and to others
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In the “Workshops"
section, you can access the
different themes launched by the
Repères team
A two-week collaborative blog during which the consumer’s imagination is boosted and directed via a CREATIVE BRIEF
Each day, INPUT and STIMULI are introduced in the form of stories, anecdotes, alternative ideas, etc.
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Modeling the best routes on SL in the form of mini-worlds
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Evaluation of concepts via “immersed” focus groups on Second Life
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A prospective and interactive protocol
8 product innovations
on a low involvement
market!
EVALUATION PHASE
CREATIVE PHASE
Exploratory test
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A flexible, modular protocol
. Possible injection of questions/thoughts at any time
. Spontaneous emulation
. Lasting exchanges
=> Drives more direct, more sincere and collaborative communication between consumers and brands
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A dialogue blog to better identify the target and watch it act and interact with the concept(s)
Concept AConcept B
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Work more precisely on the themes and the ideas that emerge:
A liveinnovation test:Home Use Blog
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Experience is essential for testing innovation:
How to establish the product among the consumer's practices
How does the adoption of a product evolve over time?
How do consumers influence each other?
2nd week Field time1st week
Strong expectation
Interest decreases over time
Interaction,usage
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…
Double immersion of the innovative product:
Home Use Blog (HUB)
Direct, interactive follow-upA team discussion forum between customer/institute
In real life personal, specific
In a community blog
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Home Use Blog (HUB)
In vivo analysis of the innovative product:
To…
• Detect insights, consumption usages,
• Uncover triggers and barriers to product ownership,
• Find out which positioning fits best (the product and the brand)
• Identify possible improvements to be made to the formula and/or the pack
• Suggest communication routes
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1. Mobilize the consumer by associating him/her to the offer’s development
Understanding theconsumer via ad-hoccommunities
2.
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Virtual mutual interest communities
Federate marketing targets around common centers of interest to think with the consumer, to take the time to dialogue…
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better identify a brand’s positioning and anchoring values for this population
Interest in building a community around a marketing target:
See the consumer evolve in his/her different spheres of consumption and gain transversal understanding of his/her mode of operation
understand its mode of integration into the consumer’s overall life
identify weaknesses, anticipate changes
direct and optimize the offer, meet expectations
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CONTINUOUS: a place to know the consumer
Knowing this target, its aspirations, sensitivities and lifestyle
Monitoring it in everyday life, understanding its mode of operation, motivations and usagestowards member brands
Detecting insights
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AT THE REQUEST OF THE MARKETING TEAMS: a place for dialogue and collaboration
Making the target react quantitatively and/or qualitatively to propositions, innovations, concepts
Associate it with thought if a question emerges
Engage it in co-design
In a word…
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The emergence of social interaction platforms and the popularity of this type of communication among consumers drive:
An approach of listening and dialogue
A more sincere, more spontaneous expression
A new mode of “symmetric” dialogue: a dialogue between equals
A partnership with the consumer: thinking together, co-designing…