SlideShare a Scribd company logo
How MROCs bring the
consumer to life within
the company

    Joëlla Marsman
   Consumer Insights Manager
   @JoellaMarsman


    Anouk Willems
   Senior Research Innovator
   @AnoukW1
1. ABOUT HEINZ
2. FOODCOMMUNITY
3. ENGAGING EXPERIENCES
4. CHALLENGES
5. RESULTS
1// ABOUT HEINZ
CONSUMER FEELING…
2// THE FOODCOMMUNITY
© InSites Consulting
#
Number   Profile   Objectives   Duration
2008


       2009



              2011

                     2012
BENEFITS OF A COMMUNITY
BENEFITS OF A COMMUNITY


   2/ RICH & RELEVANT DATA
BENEFITS OF A COMMUNITY


   2/ RICH & RELEVANT DATA
3// ENGAGING EXPERIENCES




                      …LET’S START WITH OUR MEMBERS
1/ IMPACT   2/ EXCLUSIVE   3/ FUN   4/ CONNECT
1/ IMPACT   2/ EXCLUSIVE   3/ FUN   4/ CONNECT
1/ IMPACT   2/ EXCLUSIVE   3/ FUN   4/ CONNECT




                                        GOODIEBAGS
                                             QUIZES
                                       COMPETITIONS
1/ IMPACT   2/ EXCLUSIVE   3/ FUN   4/ CONNECT

                                MEET PEOPLE
…AND HOW TO INVOLVE
1/ ENGAGE   2/ CREATE BUZZ   3/ INSPIRE   4/ ACTIVATE   5/ RELIVE   6/ RE-USE

                              Engage
                       CONSUMER WORLD
1/ ENGAGE   2/ CREATE BUZZ   3/ INSPIRE   4/ ACTIVATE   5/ RELIVE   6/ RE-USE




        WITH REAL STORIES
1/ ENGAGE   2/ CREATE BUZZ   3/ INSPIRE   4/ ACTIVATE   5/ RELIVE   6/ RE-USE
1/ ENGAGE   2/ CREATE BUZZ   3/ INSPIRE   4/ ACTIVATE   5/ RELIVE   6/ RE-USE




                                            INTO ACTIONS
1/ ENGAGE   2/ CREATE BUZZ   3/ INSPIRE   4/ ACTIVATE   5/ RELIVE   6/ RE-USE
1/ ENGAGE   2/ CREATE BUZZ   3/ INSPIRE   4/ ACTIVATE   5/ RELIVE   6/ RE-USE




                                              RESEARCH RESULTS
4// CHALLENGES
LESSON LEARNED
SO, TARGET YOUR
5// RESULTS
INVOLVING MEMBERS IN
IT’S AN EVOLUTION, NOT A REVOLUTION


TARGET THE RIGHT INFORMATION


BALANCE STORIES & ACTIONABLE RESULTS
IT’S AN EVOLUTION, NOT A REVOLUTION


TARGET THE RIGHT INFORMATION


BALANCE STORIES & ACTIONABLE RESULTS
THANK YOU!




      @JoellaMarsman
      @AnoukW1
      @InSites
THANK YOU!




      @JoellaMarsman
      @AnoukW1
      @InSites

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