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Smartees Webinar: Consumer Understanding

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Smartees Webinar on Consumer Understanding - How consumer communities engage the organization with the consumer world. Presentation by Tom De Ruyck and Anouk Willems, hosted by InSites Consulting on …

Smartees Webinar on Consumer Understanding - How consumer communities engage the organization with the consumer world. Presentation by Tom De Ruyck and Anouk Willems, hosted by InSites Consulting on October 23, 2012.


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  • 1. Tom De Ruyck Head of Research Communities Anouk Willems Senior Research InnovatorCONSUMERUNDERSTANDINGWebinar 23.10.2012How consumer communities engage theorganization with the consumer world
  • 2. 1. ABOUT COMMUNITIES2. ENGAGING CONSUMERS3. ENGAGE THE ORGANIZATION4. CHALLENGES5. RESULTS Webinar: @tomderuyck Consumer @anoukw1 Understanding
  • 3. Your customers are probably the most effective consultants you can hire Webinar:@tomderuyck Consumer@anoukw1 Understanding
  • 4. 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.] Webinar:@tomderuyck Consumer@anoukw1 Understanding
  • 5. # Number Profile Objectives DurationWe work with 50-150 people that are interested& interesting. The duration of the community isflexible from 3 weeks to months & ongoing,depending on the objectives. Webinar: @tomderuyck Consumer @anoukw1 Understanding
  • 6. This approach enables stakeholders to observereal stories, emotions through photos and videosfrom participants, which creates awareness withinthe organization about new themes & trends. Webinar: @tomderuyck Consumer @anoukw1 Understanding
  • 7. How to engage a crowd of executives and connect them with their consumers? Our approach is illustrated with 3 cases Webinar:@tomderuyck Consumer@anoukw1 Understanding
  • 8. Webinar:@tomderuyck Consumer@anoukw1 Understanding
  • 9. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT Webinar: @tomderuyck Consumer @anoukw1 Understanding
  • 10. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT Webinar: @tomderuyck Consumer @anoukw1 Understanding
  • 11. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT GOODIEBAGS QUIZES COMPETITIONS Webinar: @tomderuyck Consumer @anoukw1 Understanding
  • 12. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT MEET PEOPLE Webinar: @tomderuyck Consumer @anoukw1 Understanding
  • 13. …AND HOW TO ENGAGE Webinar:@tomderuyck Consumer@anoukw1 Understanding
  • 14. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE CONSUMER WORLD Webinar: @tomderuyck Consumer @anoukw1 Understanding
  • 15. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE WITH REAL STORIES Webinar: @tomderuyck Consumer @anoukw1 Understanding
  • 16. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE Webinar: @tomderuyck Consumer @anoukw1 Understanding
  • 17. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE INTO ACTIONS Webinar: @tomderuyck Consumer @anoukw1 Understanding
  • 18. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE Webinar: @tomderuyck Consumer @anoukw1 Understanding
  • 19. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE RESEARCH RESULTS Webinar: @tomderuyck Consumer @anoukw1 Understanding
  • 20. Webinar:@tomderuyck Consumer@anoukw1 Understanding
  • 21. LESSON LEARNED Webinar: @tomderuyck Consumer @anoukw1 Understanding
  • 22. Webinar:@tomderuyck Consumer@anoukw1 Understanding
  • 23. SO, TARGET YOUR Webinar:@tomderuyck Consumer@anoukw1 Understanding
  • 24. Webinar:@tomderuyck Consumer@anoukw1 Understanding
  • 25. “We printed out the profiles of ourconsumer to generateconversations in the coffee [during the games]corner, people started to compare “Sometimes we were withtheir consumers”. 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” Webinar: @tomderuyck Consumer @anoukw1 Understanding
  • 26. & CELEBRATE SUCCESS Webinar:@tomderuyck Consumer@anoukw1 Understanding
  • 27. Webinar:@tomderuyck Consumer@anoukw1 Understanding
  • 28. ENGAGE YOUR INTERNAL STAKEHOLDERSBALANCE STORIES & ACTIONABLE RESULTSMEASURE YOUR EFFORTS AND SHARE SUCCESS Webinar: @tomderuyck Consumer @anoukw1 Understanding
  • 29. Tom De Ruyck Head of Research Communities Tom@insites-consulting.com linkedin.com/in/tomderuyck Anouk Willems @tomderuyck Innovator Senior Research Anouk@insites-consulting.com tom@insites-consulting.comwww.insites-consulting.com Webinar:@tomderuyck Consumer@anoukw1 Understanding
  • 30. Thank you! Let’s go on to the Q&A
  • 31. Tom De Ruyck Head of Research Communities Tom@insites-consulting.com linkedin.com/in/tomderuyck Anouk Willems @tomderuyck Innovator Senior Research Anouk@insites-consulting.com tom@insites-consulting.comwww.insites-consulting.com Webinar:@tomderuyck Consumer@anoukw1 Understanding
  • 32. Check our upcoming Smartees on :http://smartees.insites-consulting.com