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Let's Discover the Websumer

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In 2011, all marketers are convinced of the Internet’s indisputable power for brands. But how should one communicate? How can one integrate this new set of rules inherent to the World Wide …

In 2011, all marketers are convinced of the Internet’s indisputable power for brands. But how should one communicate? How can one integrate this new set of rules inherent to the World Wide Web.
Keystone Network has defined 5 profiles typifying the so-called websumers’ behaviors: Actives: the star, the sharer, the player // Passives: the observer, the inspector.

This segmentation defines the inherent motivations and reasons for Internet navigation, which are then linked to specific behaviors and attitudes on the web.
Thanks to the thorough understanding of the websumer, Keystone Network is able to help brands connect with their consumers on the Internet.

Partnering with Emakina and Keysteps, Keystone Network has developed the Web-Engine, a module for every marketing organization. In a 1-day workshop, the marketers will have access to a “social media online briefing” integrated with the overall marketing strategy.

Published in: Business, Technology

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  • 1. As the Belgian leader in qualitative market research, Keystone Network has been an expert for over 20 years in understanding consumers and brands
      • In 2011, all marketers are convinced of the Internet’s indisputable power for brands .
      • But there are still wide areas of uncertainty about how to tackle this new challenge :
      • How should one communicate?
      • How can one integrate the new set of rules inherent to the Web?
      • How does one know which target to reach?
    Over the past years, the company has developed its digital expertise through new online interaction techniques, as well as through the study of online consumer behavior.
  • 2. This segmentation defines the inherent motivations and reasons for Internet navigation, which are then linked to specific behaviors and attitudes on the Web. Let us introduce them …
      • Nowadays, targeting the ‘internet users’ has lost all sense. With over 65% of the Belgian population connected to the Web, it has become essential to segment .
      • Online studies have enabled Keystone Network in developing 5 profiles typifying the so-called websumers’ behaviors .
    ACTIVE PASSIVE SHARE SHOW SHARER PLAYER STAR INSPECTOR OBSERVER
  • 3.
    • Love to be the center of interest and feel good in the spotlight
    • The Web is a virtual window display where they can present themselves, their passions and expertise
    • They make the Web so active , creating user-generated content
    • Love having fun , playing games and doing contests are their passion and a way to shake-off real life
    • The Web is a virtual playground where they can always do something
    • Take the Web easy and cool
    • Favorite touchpoints : Contests and games platforms/websites
    • Favorite touchpoints :
    • one’s own blog, Twitter
  • 4.
    • Love all type of information , no specific goal, no need for seriousness
    • The Web is a virtual theater where they can enjoy the show
    • They prefer to stand in the background of the Web , while enjoying watching others and being abreast of their lives. They feel safer in the anonymity of a group
    • Favorite touchpoint : Facebook
    • Favorite
    • touchpoints :
    • Facebook
    • and Forum
    • Social beings who love permanent contact with others (giving and receiving)
    • The Web is a virtual café where they share their lives and opinions with their network
    • They are a relay- not necessarily producing a lot but sharing like crazy, making the
    • Web buzzing
  • 5. Integrating the roles and influences of each profile helps understanding the motivation and drivers behind the surf patterns. What is the most represented profile within your core target? Who are they? What are they interested in? What do they do? How to talk with them? Where to find them? How to activate them? Which profiles should you leverage in order to reach yours? With which message? Through which touchpoints ? We can help you find the answers!
    • Control freaks who like to know what is happening. They always want to be well posted and well informed
    • The Web is a virtual library where inexhaustible sources are available in 1-click
    • They see the Web as a folder : comparing, ordering and selecting everything
    • Favorite touchpoints : Information and comparator sites
    •  
  • 6. Go beyond your brand website while learning how to use social media adapted to your brand’s target. At the end of the day, we will have built together the “ social media online briefing” for your brand, integrated with the overall marketing strategy. Together let’s take action! At the present time, a brand needs to reach beyond its brand website by building a multifaceted online strategy, with the immediate goal of reaching the aforesaid profiles. Partnering with Keysteps, Keystone has developed the Web-Engine module for every marketing organization. This module is preceded by a websumer quali research that defines the typical profiles of a brand’s target to focus on. The results of the research are implemented in a rich and powerful 1-day workshop. 80% of marketers admit that they don’t have the experience needed to go beyond the classical brand website. Do you?