Advance Strategy and Marketing for SportsOrganizations – Bernard COVAMini Cooper S Community - Ethnography                ...
Key Informant : Antoine OULE     Netnography : Lucas DEMANGE & Thibaut SAINT-LOUBOUE     Interviews : Kevin GEOFFROY     W...
BRAND                        INTERVIEWS• Network                                  • Rituals               STRATEGY        ...
Most active topics   −   Technical issues and specificities   −   Classifieds   −   Photos and members introduction   −   ...
• Members Introduction• Photo Contest                         6
   Exemple of Meeting / people gathering          « Bonjour tout le monde,          Cela faisait longtemps que le petit m...
Forums auto – Mini Cooper S topicsActive topics    −   Technical issues and specificities    −   Product comparisons    − ...
9
Social Networks community      FACEBOOK      More than 50 groups gathering between 50 and 12 000 people          - Photos ...
Social Networks community        Twitter        Viadeo        Mini Fan Club                            11
Structure of interviews        What type of driver is involved in the tribe ?        Why are they passionate about the Coo...
•   Interviews of more than 10 MEMBERS :        - MINI COOPER CLUB        - MINI COOPER S FORUM•   Why did they choose a M...
•   Why did they choose a MINI Cooper S ?        > MINI HISTORY                                    14
•   Why did they choose a MINI Cooper S ?         > SPORT ENGINE (200 HP)                                    15
• Why did they become passionate about the Cooper S ?       > KEY FACTOR : BMW & MINI       > THE MINI COOPER S Spirit    ...
• What are they looking for in the community ?  > EXCHANGES    > SHARE THE SAME PASSION      > ONE MEMBER / ONE MINI (FORU...
• The relation between MINI and the tribe       > MINI UNITED 2012       > MINI WRC & DAKAR                               ...
Artefacts : Mini Cooper S / Mini merchandising (clothes, …)Rituals      −   Modification / maintenance of the car – Cyclic...
Natural :    – Re-issue of a legendary carOriginal :    – Mini Cooper S : first of its kind, no imitation    – Ability to ...
Core of customers                • Middle / Upper Class                • Modern / Post-modern : subjectivism Post-modern ...
PMTS                                              MINICosmopolitan           Urbanity / Culture         MINI International...
Passion                          Fashion          PRODUCT        BRAND                    27
Advance Strategy and Marketing for SportsOrganizations – Bernard COVAMini Cooper S Community - EthnographyTHANK YOU FOR AT...
Mini CooperS - Community
Mini CooperS - Community
Mini CooperS - Community
Mini CooperS - Community
Mini CooperS - Community
Mini CooperS - Community
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Mini CooperS - Community

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Mini CooperS - Community

  1. 1. Advance Strategy and Marketing for SportsOrganizations – Bernard COVAMini Cooper S Community - Ethnography - 24/01/2011 DEMANGE Lucas GEOFFROY Kevin JOSEPH Lorick OULE Antoine SAINT-LOUBOUE Thibaut
  2. 2. Key Informant : Antoine OULE Netnography : Lucas DEMANGE & Thibaut SAINT-LOUBOUE Interviews : Kevin GEOFFROY Wrap-up : Lorick JOSEPH Evidences of the brand strategy 2
  3. 3. BRAND INTERVIEWS• Network • Rituals STRATEGY • Members • Hijack • Identity • Inside the Tribe • Authencity • Target Groups • Communication • 2 Pillars NETNOGRAPHY CONCEPTS 3
  4. 4. http://minicoopers.superforum.fr/Mini Cooper S Specialized Forums (2663 members) http://www.mini2.com/ ( 215 000 posts) – Mini cooper S users – Exchange about their cars, news – Organization of mini meetings during week-ends or holidays – Election of the picture of the month – Regulation by rules 4
  5. 5. Most active topics − Technical issues and specificities − Classifieds − Photos and members introduction − Meeting / people gathering (events,…) − Picture of the month 5
  6. 6. • Members Introduction• Photo Contest 6
  7. 7.  Exemple of Meeting / people gathering « Bonjour tout le monde, Cela faisait longtemps que le petit meeting du vendredi soir sur un parking de Metz navait pas eu lieu, et lADMT, ou plutot le groupe de potes qui compose cette joyeuse équipe de fou du volant a décidé de remédier à cela! Tous le monde est bien entendu bien venu... »• Exemple of topic : http://www.minimoving.info « Je me permets de créer ce post, car où va notre club ? Nous avons parlé lors des derniers rassemblements, de la mise en place de réunions, mais je ne vois rien venir Il est difficile de donner une dynamique sil ny a pas dobjectifs Je parle beaucoup du club autour de moi, et je sens les gens motivés pour venir à notre rencontre. Aujourdhui je me sens bridé,(exemple pour organiser des rassemblements ou autres) Je ne sais pas si une réunion suffirait. Avec tous les moyens de communication existants, je trouve cela dommage den arriver là. Je suis pret à suivre notre club donc +1 pour moi merci et vive la mini » 7
  8. 8. Forums auto – Mini Cooper S topicsActive topics − Technical issues and specificities − Product comparisons − Caracteristics − Classifieds 8
  9. 9. 9
  10. 10. Social Networks community FACEBOOK More than 50 groups gathering between 50 and 12 000 people - Photos - Videos - Comments 10
  11. 11. Social Networks community Twitter Viadeo Mini Fan Club 11
  12. 12. Structure of interviews What type of driver is involved in the tribe ? Why are they passionate about the Cooper S ? What are they looking for in the community ? The relation between MINI and the Tribe 12
  13. 13. • Interviews of more than 10 MEMBERS : - MINI COOPER CLUB - MINI COOPER S FORUM• Why did they choose a MINI Cooper S ? > LOOK / PERSONALISATION 13
  14. 14. • Why did they choose a MINI Cooper S ? > MINI HISTORY 14
  15. 15. • Why did they choose a MINI Cooper S ? > SPORT ENGINE (200 HP) 15
  16. 16. • Why did they choose a MINI Cooper S ? > THE COMMUNITY 16
  17. 17. • Why did they become passionate about the Cooper S ? > KEY FACTOR : BMW & MINI > THE MINI COOPER S Spirit 17
  18. 18. • Why did they become passionate about the Cooper S ? > 2 DIFFERENT APPROACHES > PRIDE IN DRIVE 18
  19. 19. • What are they looking for in the community ? > EXCHANGES > SHARE THE SAME PASSION > ONE MEMBER / ONE MINI (FORUM) > MEETINGS and TOURS > PARIS RITE : EACH FRIDAY 19
  20. 20. • The relation between MINI and the tribe > HARD TO DEFINE > MARKETING & MASS COMMUNICATION > PASSION VS FASHION 20
  21. 21. • The relation between MINI and the tribe > MINI UNITED 2012 > MINI WRC & DAKAR 21
  22. 22. Artefacts : Mini Cooper S / Mini merchandising (clothes, …)Rituals − Modification / maintenance of the car – Cyclical ritual − Introduction of new members on websites and forums – Initiation ritual − Exchange on forums (technical, questions, photos) – Cyclical ritual − Drive for the pleasure (road, circuit) – Cyclical ritual − Gathering with the close community – Occasional ritual − Gathering on events organized by the community or Mini (Mini United,…) – Calendar ritual − Greet the community (flash lights,…) – Occasional ritualLanguage of the « Cooper S Minists » − Technical language – strong knowledge about mechanics and specificities of the car. The members discuss about the technical aspects on forums, events, etc.« Eltel » on a Mini Cooper S forum about Sunday rituals « I get up at 5am, shower and have a small brekkie, then hit the road at 5.30am and drive like a madman for 1 hour around the fantastic hills out to the east of Melbourne. No traffic, no cops and beautiful sunrises […..] Doesn’t get better than this. » 22
  23. 23. Natural : – Re-issue of a legendary carOriginal : – Mini Cooper S : first of its kind, no imitation – Ability to customize it as you want. Each car is different, uniqueExceptional : – The Cooper S is much more than a car for the customers – People who own one have a real emotional attachment Mini Cooper S = freedom, escape, emotion, performance 23
  24. 24. Extroverted ExcitementChic Integrative 24
  25. 25. Core of customers • Middle / Upper Class • Modern / Post-modern : subjectivism Post-modern trendsetters : individualistic people who are style-conscious, creative and curious To maintain car brand  focus on male Mini Cooper S - Buyers • Young : 18 – 35 years old • Female • Urban Community • 30 – 40 years old • Male 25
  26. 26. PMTS MINICosmopolitan Urbanity / Culture MINI InternationalTravel SponsorshipsYouthful/Active Nightlife MINI Lounge MadridClubbing/Music MINI DJ at eventsCreative Design / Architecture / Arts ITS Photo AwardProactiveSportive (Inter-)Active Lifestyle MINI UnitedExperimental MINI Internet CommunityCommunicativeModern Fashion MINI CollectionIndividualistic Co-operations : DieselOriginaiity 26
  27. 27. Passion Fashion PRODUCT BRAND 27
  28. 28. CONQUEST LOYALIZATION Mini Space Mini United 28
  29. 29. Advance Strategy and Marketing for SportsOrganizations – Bernard COVAMini Cooper S Community - EthnographyTHANK YOU FOR ATTENTION ! - 24/12/2011 DEMANGE Lucas GEOFFROY Kevin JOSEPH Lorick OULE Antoine SAINT-LOUBOUE Thibaut

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