Reperes Semo Communautes English
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Reperes Semo Communautes English






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    Reperes Semo Communautes English Reperes Semo Communautes English Presentation Transcript

    • Understanding an mobilizing the consumer 2.0 via communities November 7, 2007 François Abiven Emilie Labidoire
    • A new consumer is in power • Consumer = actor -> he/she “acts” in everything, even the news he/she receives (netvibes) • The offer’s customization exacerbates individualities -> each person “builds” his/her own style Creation / creativity has become a key factor in life 2
    • A new relationship with brands • The hierarchy is rejected: a world of peers and exchange • The consumer also wants to give (and not just pay) A consumer who has become an actor in his/her own consumption, especially through belonging to a community 3
    • A challenge for consumer research Knowing and meeting the new consumer: … immersion, … capturing ascending information A new way of investigating the consumer: involvement … A necessary change that is rich in opportunities 4
    • Mobilize the consumer by 1. associating him with the offer’s development 2. Understanding the consumer via ad-hoc communities 5
    • Co-design via a collaborative protocol
    • Virtual worlds are the ideal place for co- design: . Creativity . Pleasure and sharing . 3D modeling => A real opportunity for brands to mobilize the new consumer 7
    • Real Life brand versus the residents’ creativity 1. American Apparel tee-shirts in Second Life 2. Examples of models designed by the residents 8
    •  Recruit creative residents who like to express themselves and who are open to novelty and to others 9
    •  A two-week collaborative blog during which the consumer’s imagination is boosted and directed via a CREATIVE BRIEF In the Each day, INPUT and STIMULI “Workshopsquot; are introduced in the form of section, you can stories, anecdotes, alternative access the ideas, etc. different themes launched by the Repères team 10
    •  Modeling the best routes on SL in the form of mini-worlds 11
    •  Evaluation of concepts via “immersed” focus groups on Second Life 12
    • A prospective and interactive protocol CREATIVE PHASE 8 product innovations on a low involvement market! EVALUATION PHASE 13
    • Exploratory test
    • A flexible, modular protocol . Possible injection of questions/thoughts at any time . Spontaneous emulation . Lasting exchanges => Drives more direct, more sincere and collaborative communication between consumers and brands 15
    •  A dialogue blog to better identify the target and watch it act and interact with the concept(s) Concept A Concept B 16
    •  Work more precisely on the themes and the ideas that emerge: 17
    • A live innovation test: Home Use Blog
    • Experience is essential for testing innovation: Strong expectation Interest decreases over time Interaction,usage 1st week 2nd week Field time  How to establish the product among the consumer's practices  How does the adoption of a product evolve over time?  How do consumers influence each other? 19
    • Home Use Blog (HUB) Double immersion of the innovative product: In a community In real life blog personal, specific … Direct, interactive follow-up A team discussion forum between customer/institute 20
    • Home Use Blog (HUB) In vivo analysis of the innovative product: To… • Detect insights, consumption usages, • Uncover triggers and barriers to product ownership, • Find out which positioning fits best (the product and the brand) • Identify possible improvements to be made to the formula and/or the pack • Suggest communication routes 21
    • 1. Mobilize the consumer by associating him/her to the offer’s development Understanding the 2. consumer via ad-hoc communities 22
    • Federate marketing targets around common centers of interest to think with the consumer, to take the time to dialogue… Virtual mutual interest communities 23
    • Interest in building a community around a marketing target: See the consumer evolve in his/her different spheres of consumption and gain transversal understanding of his/her mode of operation  better identify a brand’s positioning and anchoring values for this population  understand its mode of integration into the consumer’s overall life  identify weaknesses, anticipate changes  direct and optimize the offer, meet expectations 24
    • CONTINUOUS: a place to know the consumer  Knowing this target, its aspirations, sensitivities and lifestyle  Monitoring it in everyday life, understanding its mode of operation, motivations and usages towards member brands  Detecting insights 25
    • AT THE REQUEST OF THE MARKETING TEAMS: a place for dialogue and collaboration  Making the target react quantitatively and/or qualitatively to propositions, innovations, concepts  Associate it with thought if a question emerges  Engage it in co-design 26
    • In a word…
    • The emergence of social interaction platforms and the popularity of this type of communication among consumers drive:  An approach of listening and dialogue  A more sincere, more spontaneous expression  A new mode of “symmetric” dialogue: a dialogue between equals  A partnership with the consumer: thinking together, co-designing… 28