smartees webinar: consumer understanding
TRANSCRIPT
Anouk Willems
Senior Research Innovator
Head of Research Communities
Tom De Ruyck
Webinar 23.10.2012
How consumer communities engage the organization with the consumer world
CONSUMER
UNDERSTANDING
1. ABOUT COMMUNITIES
2. ENGAGING CONSUMERS
3. ENGAGE THE ORGANIZATION
4. CHALLENGES
5. RESULTS
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Webinar:
Consumer
Understanding
Your customers are probably the most effective consultants you can hire
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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.]
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Webinar:
Consumer
Understanding
# Profile Number Duration Objectives
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.
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Webinar:
Consumer
Understanding
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.
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@anoukw1
Webinar:
Consumer
Understanding
How to engage a crowd of executives
and connect them with their consumers?
Our approach is illustrated with 3 cases
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Webinar:
Consumer
Understanding
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Webinar:
Consumer
Understanding
2/ EXCLUSIVE 3/ FUN 4/ CONNECT 1/ IMPACT
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Webinar:
Consumer
Understanding
2/ EXCLUSIVE 3/ FUN 4/ CONNECT 1/ IMPACT
@tomderuyck
@anoukw1
Webinar:
Consumer
Understanding
2/ EXCLUSIVE 3/ FUN 4/ CONNECT 1/ IMPACT
GOODIEBAGS
QUIZES
COMPETITIONS
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Webinar:
Consumer
Understanding
MEET PEOPLE
2/ EXCLUSIVE 3/ FUN 4/ CONNECT 1/ IMPACT
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Webinar:
Consumer
Understanding
…AND HOW TO ENGAGE
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Webinar:
Consumer
Understanding
CONSUMER WORLD
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE 1/ ENGAGE
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@anoukw1
Webinar:
Consumer
Understanding
WITH REAL STORIES
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 1/ ENGAGE 6/ RE-USE
@tomderuyck
@anoukw1
Webinar:
Consumer
Understanding
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 1/ ENGAGE 6/ RE-USE
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@anoukw1
Webinar:
Consumer
Understanding
INTO ACTIONS
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 1/ ENGAGE 6/ RE-USE
@tomderuyck
@anoukw1
Webinar:
Consumer
Understanding
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 1/ ENGAGE 6/ RE-USE
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@anoukw1
Webinar:
Consumer
Understanding
RESEARCH RESULTS
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 1/ ENGAGE 6/ RE-USE
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@anoukw1
Webinar:
Consumer
Understanding
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Webinar:
Consumer
Understanding
LESSON LEARNED
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Webinar:
Consumer
Understanding
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Webinar:
Consumer
Understanding
SO, TARGET YOUR
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Webinar:
Consumer
Understanding
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@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”
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@anoukw1
Webinar:
Consumer
Understanding
& CELEBRATE SUCCESS
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Webinar:
Consumer
Understanding
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Webinar:
Consumer
Understanding
ENGAGE YOUR INTERNAL STAKEHOLDERS
BALANCE STORIES & ACTIONABLE RESULTS
MEASURE YOUR EFFORTS AND SHARE SUCCESS
@tomderuyck
@anoukw1
Webinar:
Consumer
Understanding
linkedin.com/in/tomderuyck @tomderuyck [email protected]
www.insites-consulting.com
Tom De Ruyck Head of Research Communities
Anouk Willems Senior Research Innovator
@tomderuyck
@anoukw1
Webinar:
Consumer
Understanding
Thank you! Let’s go on to the Q&A
linkedin.com/in/tomderuyck @tomderuyck [email protected]
www.insites-consulting.com
Tom De Ruyck Head of Research Communities
Anouk Willems Senior Research Innovator
@tomderuyck
@anoukw1
Webinar:
Consumer
Understanding
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