Face & Coca Cola using an online community approach with the youth market
the opportunity <ul><li>how we made it work </li></ul><ul><li>the solution </li></ul>what we learned
the opportunity <ul><li>how we made it work </li></ul><ul><li>what we learned </li></ul><ul><li>the solution </li></ul>
do you ever feel that trying to explain youth is a bit like this….?
the opportunity…the  WHY <ul><li>challenge internal stakeholders to engage with youth insights in a </li></ul><ul><li>diff...
context and history… <ul><li>youth are an important yet decreasing slice of the population so </li></ul><ul><li>understand...
the opportunity <ul><li>how we made it work </li></ul><ul><li>the solution </li></ul>what we learned
overview   2.co-create 3.validate 1.interact
community sample   nationally representative  75 UK 16 - 19 yr olds
project outputs   3000 forums posts 500 diary entries 20 chat groups
the opportunity <ul><li>how we made it work </li></ul><ul><li>the solution </li></ul>what we learned
make it participatory   moving away from passive respondents  to active participation
<ul><li>less about answering questions, more about responding to and initiating debate and discussion </li></ul><ul><li>mo...
making it natural reading natural voice of youth un mediated & unedited let them talk to each other & listen in
making it something they enjoy fit around their worlds rather than fit around yours time of day, creative, giving them a f...
giving it time let go, work over time, don’t put them on the spot build a partnership with the members of the community ta...
don’t exploit up front about what happens to their ideas
the opportunity <ul><li>how we made it work </li></ul><ul><li>the solution </li></ul>what we learned
observations on-line & face to face co-creation to provide complementary learnings big difference between tribes on the co...
listening 2 hour immersion vs 15minute skim read everything twice depth, texture and tone very important
the do’s reading in depth & discuss don’t wait for debrief take time to digest - don’t rush ensure stakeholder engagement
the don’ts don’t over promise internally don’t allow brand teams to take it too literally don’t abandon traditional method...
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Mrs Youth Conference 09 - Face & Coca Cola: using an online community approach with the youth market

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Last week we were presenting at the MRS Youth conference in Sadlers Wells London talking about online communities; how to get the best out of them and why they delivered better results than traditional research, particularly in a youth context. We expressed a lot of passion in terms of why we did what we did. I particularly placed a lot of store in the point that true success in this kind of community comes from really encouraging participants to talk to one another in a natural, informal way and not just responding to the 'moderator' in a formal, mannered way.

This reminded me of days when we used to do lots of lots of focus groups and we would always try and have a chat with respondents 'after' the group was formally finished. It was amazing how quickly peoples voice, vocabulary and responses changed - i.e became more natural - once the group was officially over. This just shows how setting up formal environments can create formal responses and this is something we have tried to work against in the communities we run.

However, as a good challenge to that we were approached at the end by a couple of people from the BBC who had their own experiences of running a community online - designed to generate and create feedback on and ideas for BBC3 programs I believe.

They came up and said that their principle in the past had been to keep people separate in order to avoid group effects and people just agreeing with one another and coalescing around one point of view. Well, we chewed the fat a bit about different ways of doing things, and it reminded us that one of the great things about the way we approach communities is that it does allow you to almost simultaneously do a lot of individual and communal work - a great benefit that should not be overlooked.

At least the exchange proved that someone in the audience was listening which was great!

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Mrs Youth Conference 09 - Face & Coca Cola: using an online community approach with the youth market

  1. 1. Face & Coca Cola using an online community approach with the youth market
  2. 2. the opportunity <ul><li>how we made it work </li></ul><ul><li>the solution </li></ul>what we learned
  3. 3. the opportunity <ul><li>how we made it work </li></ul><ul><li>what we learned </li></ul><ul><li>the solution </li></ul>
  4. 4. do you ever feel that trying to explain youth is a bit like this….?
  5. 5. the opportunity…the WHY <ul><li>challenge internal stakeholders to engage with youth insights in a </li></ul><ul><li>different way – including both company and bottler teams </li></ul><ul><li>engage with youth about issues relevant to entire sparkling portfolio </li></ul><ul><li>– not just Coca-Cola brand </li></ul><ul><li>get closer to youth language (how they speak) and in a timely </li></ul><ul><li>manner (not 4 weeks after debrief) </li></ul><ul><li>complement quant work amongst teens with texture and meaning </li></ul><ul><li>to enable plans to move forward </li></ul><ul><li>take risks and dare to do things that might not work </li></ul>
  6. 6. context and history… <ul><li>youth are an important yet decreasing slice of the population so </li></ul><ul><li>understanding them better and in their“world” was fundamental </li></ul><ul><li>there was appetite to do this youth research differently and spend </li></ul><ul><li>the time to find the right agency partner </li></ul><ul><li>and the need for research to provide both consumer and shopper </li></ul><ul><li>youth insights </li></ul>
  7. 7. the opportunity <ul><li>how we made it work </li></ul><ul><li>the solution </li></ul>what we learned
  8. 8. overview 2.co-create 3.validate 1.interact
  9. 9. community sample nationally representative 75 UK 16 - 19 yr olds
  10. 10. project outputs 3000 forums posts 500 diary entries 20 chat groups
  11. 11. the opportunity <ul><li>how we made it work </li></ul><ul><li>the solution </li></ul>what we learned
  12. 12. make it participatory moving away from passive respondents to active participation
  13. 13. <ul><li>less about answering questions, more about responding to and initiating debate and discussion </li></ul><ul><li>more about open source activity, allowing them to bring their world to us rather than taking our world to them </li></ul><ul><li>putting them in charge and letting them lead rather than follow </li></ul>make it creative
  14. 14. making it natural reading natural voice of youth un mediated & unedited let them talk to each other & listen in
  15. 15. making it something they enjoy fit around their worlds rather than fit around yours time of day, creative, giving them a feeling of control
  16. 16. giving it time let go, work over time, don’t put them on the spot build a partnership with the members of the community take time to understand their language and what it all means
  17. 17. don’t exploit up front about what happens to their ideas
  18. 18. the opportunity <ul><li>how we made it work </li></ul><ul><li>the solution </li></ul>what we learned
  19. 19. observations on-line & face to face co-creation to provide complementary learnings big difference between tribes on the community
  20. 20. listening 2 hour immersion vs 15minute skim read everything twice depth, texture and tone very important
  21. 21. the do’s reading in depth & discuss don’t wait for debrief take time to digest - don’t rush ensure stakeholder engagement
  22. 22. the don’ts don’t over promise internally don’t allow brand teams to take it too literally don’t abandon traditional methods completely

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