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16. d2 ignite michael renssen spicy communities
 

16. d2 ignite michael renssen spicy communities

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    16. d2 ignite michael renssen spicy communities 16. d2 ignite michael renssen spicy communities Presentation Transcript

    • SPICY COMMUNITIES #IGNITE // #HKD2 // Michael Renssen
    • PRE-LAUNCH CHECKING OF FAILURES?
    • OR LOOKING FOR THE POWER OF ENTHUSIASM?
    •  
    • SUPERPROMOTERS Open to your messages Sharing enthusiasm Many and varied contacts Loves to exchange opinions Enthusiastic Recommends a lot Your brand is top of mind Influential and credible (!) Is consulted frequently Persuasive personality
    • MARKETING IS A CONVERSATION
    • SILVO HERBS AND SPICES
    • MODERATED COMMUNITY
      • INGREDIENTS:
      • 1 market research company (preferably WPP)
      • 1.000 guinnee pigs (from their databases – responsible for cooking in their households)
      • 1 social media-like website with a research backend
      • A handful of moderators
      • 1.000 gift packages of Silvo products for al repondents
        • Profiles of all members
        • Every profile contains of personal information, pictures and private messages
      PROFILE PAGES De Smaakmakers > Some screenshots of De Smaakmakers
    • DE SMAAKMAKERS
        • Home page
          • Strong design
          • Clear menu
          • All members enter here. We directed members to all activities
          • It contains news, videos, pictures, contest information and relevant topics for conversation
    • CONSUMERS SHARE QUITE A LOT WITH YOU, WHEN YOU TRY TO MAKE IT RELEVANT FOR THEM TO DO SO
    • POLLS AND RECIPES De Smaakmakers > Some screenshots of De Smaakmakers
    •  
    •  
    • SILVO PRODUCT EVALUATIONS ‘ Silvo does have the tastiest spices, without additions, and that is what I choose’ ‘ I have known the brand Silvo for quite some time, we have used it since I was a child, very familiar’ ‘ With the Silvo spices, we went from saltless cooking to tasty cooking’ ‘ Silvo spices are very tasty and easy in these jars’ ‘ I like the way the jars and bottles look’ ‘ The tubes are very convenient for dosing’ ‘ The products looked nice and modern!’ De Smaakmakers > Let consumers tell….and they do, all together!
    • FROM VERY ENTHUSIASTIC … ‘ They smell delicious and taste fine, very fresh and a balanced combination’ ‘ The spices added a little more flavour to the salad, liked it a lot and will use again!’ ‘ Added the herbs to the sauce at the last moment.’ ‘ Today, I made toast with the Italian herbs, delicious.’ ‘ Very convenient to put the pasta herbs on the table, for me, I will just add some extra herbs.’ De Smaakmakers > Let consumers tell….and they do, all together! ‘ The different peppers were tasty and smelled very fresh’ ‘ Never had such a handy mill. Taste is delicious, have it on the table at all times, delicious!!’
    • TO A LITTLE LESS ENTHUSIASTIC ‘ Taste is good, but the seal underneath the lid is hard to remove. In the end, I just cut it open.’ ‘ I think the tube of garlic is a great idea, I’ve also got 3 of those lying around unused.’ ‘ I already like the idea. It is now possible to just get something out of the tube, right into your dish or on a spoon. Close the lid and put it away.’ ‘ We are not sure yet what we do not like: is it the anise or the cinnamon that is too dominant?’ ‘ The structure and the colour of the paste are absolutely unattractive. It gave everything in the pan an unpleasant, brown colour.’ De Smaakmakers > Let consumers tell….and they do, all together!
    • BENEFIT 1
      • For companies with social media stagefright: make your first cautious steps in a closed and moderated community.
    • BENEFIT 2
      • You will find out what consumers think about your products within limited time (e.g. two or three weeks).
      • This will provide you with both accurate information for your product developers and clear guidelines for your campaign managers.
    • BENEFIT 3
      • You will be able to identify your fans, your true ambassadors.
      • This brings you in the position to give your campaign a digital media headstart.
      • Spice up your digital strategy with real insights and knowledge about what your consumers and fans like about you and your products.