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Reperes Semo Communautes English

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Reperes Semo Communautes English

  1. 1. Understanding an mobilizing the consumer 2.0 via communities November 7, 2007 François Abiven Emilie Labidoire
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. Mobilize the consumer by 1. associating him with the offer’s development 2. Understanding the consumer via ad-hoc communities 5
  6. 6. Co-design via a collaborative protocol
  7. 7. 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
  8. 8. Real Life brand versus the residents’ creativity 1. American Apparel tee-shirts in Second Life 2. Examples of models designed by the residents 8
  9. 9.  Recruit creative residents who like to express themselves and who are open to novelty and to others 9
  10. 10.  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
  11. 11.  Modeling the best routes on SL in the form of mini-worlds 11
  12. 12.  Evaluation of concepts via “immersed” focus groups on Second Life 12
  13. 13. A prospective and interactive protocol CREATIVE PHASE 8 product innovations on a low involvement market! EVALUATION PHASE 13
  14. 14. Exploratory test
  15. 15. 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
  16. 16.  A dialogue blog to better identify the target and watch it act and interact with the concept(s) Concept A Concept B 16
  17. 17.  Work more precisely on the themes and the ideas that emerge: 17
  18. 18. A live innovation test: Home Use Blog
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 1. Mobilize the consumer by associating him/her to the offer’s development Understanding the 2. consumer via ad-hoc communities 22
  23. 23. Federate marketing targets around common centers of interest to think with the consumer, to take the time to dialogue… Virtual mutual interest communities 23
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. In a word…
  28. 28. 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