Marta Hoffman Esomar Network Of Favours 0708
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The document describes a project to develop branded content for a brand through co-creation with consumers. A research agency worked with an advertising agency and brand to develop content ideas through workshops with consumer panels. The workshops generated over 250 ideas which were refined into five concepts over two stages of workshops. The concepts were tested and two were selected, one being a social networking site called "The Network of Favours" which addressed consumers' need for help from their social networks. The project demonstrated the effectiveness of co-creation and testing concepts with consumers to develop innovative branded content.
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The document discusses the rise of "empowered consumers" and argues that companies should embrace co-creation with consumers. It notes that consumers are in control of content and are actively engaged in sharing opinions online. The document advocates that companies find ways to meaningfully collaborate with influential consumers who are willing to help shape brands, and presents a case study of a company that co-created a new product variant with consumers. Finally, it frames co-creation as a revolution rather than just a passing fad.
Richard Connell SonyBMG London in Prague 2008
The document outlines a segmentation strategy for SonyBMG Music UK that divides consumers into 4 macro groups - The Fanatics, The Enthusiasts, The Casuals, and The Indifferents - with each group further divided into multiple segments. It also lists the creative, CRM, media buying, and other teams responsible for developing strategies targeted at each consumer segment.
Ivan Pollard London In Prague 151008
This document discusses communications planning in the age of digital conversations. It notes that brands are now part of conversations and that consumers have more control over their relationships with brands. Communications planning is likened to sex, with considerations around who to target, when, where it will have most effect, and how to do it memorably at lowest cost. Digital has changed the rules and game, with power, speed and ability now key. Word of mouth and customer experiences are highly influential. The document advocates for propagation and transmedia planning to spread content across various touchpoints and allow users to pick up, repurpose and propagate messages. In summary, it examines how communications planning must adapt to a world where conversations are digital and spread virally
American Dream Election 2
The American Dream on the Couch and
the Obama Effect
The bulk of this work was commissioned by an agency who asked to explore the
cultural dynamics of the American Dream for a major US client. Although we
cannot present the commercially viable concepts that we developed from this
analysis, we are pleased to share with you some of the analytical framework that
we used in order to make sense of the American Dream.
Find out more about more our work in the US, UK and the rest of the world at
www.semiotics.co.uk
All images herein remain the copyright of their
respective owners.
About Facebook by Blake Chandlee
The document discusses the rise of social media and its importance globally and in Europe. It notes that social media is becoming a central part of people's lives and is no longer just about finding information but connecting people. Specific statistics are given about the large numbers of global users of major social media platforms like Facebook. The rest of the document focuses on Facebook, including its goal of connecting people, its rapid growth worldwide and in diverse markets like the Czech Republic. Demographic data is presented about Czech Facebook users. The document also discusses how marketers can use Facebook to engage with users and the evolution of Facebook ads to focus more on social engagement between users.
Music Presentation
The music industry is facing major challenges due to new digital technologies and file sharing. CD sales have declined 20% in 2007 and the industry is predicted to half in size. Consumers now listen to music on average 5-6 devices and most agree it is easy to share and transfer music digitally. While some propose more aggressive legal action, others argue file sharing can benefit artists and that not all music consumption can be measured traditionally. The industry must adapt to changing consumer behaviors and find new business models directly connecting artists and fans.
Esomar Innovation presentation June 2008
The document describes a project called Wildfire that was initiated by Unilever to generate new deodorant concepts in an innovative way. It discusses using a team of "creative sixers" - the top 6% most creative individuals - to generate unconventional ideas. Over 100 concepts were developed and tested using an online "predictive market" with 500 participants to identify the most promising ideas. Two top concepts from this process were translated into new Axe fragrance products called Axe Day and Axe Night.
Co-creation Face and Unilever
The document discusses the rise of "empowered consumers" and argues that companies should embrace co-creation by actively involving consumers in the innovation process through new research techniques and by encouraging positive word of mouth. It notes that some argue this represents a revolution in corporate innovation, while others believe consumers should be kept out of the process and that innovation comes from companies, not consumers. The document presents both sides of the debate around whether companies should trust consumers during the innovation process.
cocreation desk
The document discusses the shift from traditional consumer models to consumer co-creation enabled by new technologies and user-generated content. It provides examples of companies like Procter & Gamble and Lego that have successfully engaged communities to gather feedback and co-create new products and innovations. It also outlines considerations for developing effective communities of creation, such as balancing order and openness, intellectual property management, and incentives for long-term user involvement.
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- 1. Network of Favours - consumer driven content development - Esomar – Innovate Conference June 16-18, 2008 Copenhagen Genoveva Florovits – Ferrero Hungary Márta Hoffmann – Research International Hoffmann, Hungary István Kozári – Initiative Media, Hungary
- 2. Consumer-driven content development Co-creation for innovation in brand communication
- 3. The brief was given
- 6. Targeting those above 25
- 13. Stage 1: Single day workshop produces 250 novell content ideas which result five concepts
- 15. Stage 2: Single day series of workshops to screen, develop & improve concepts
- 16. Five concepts re-cycled throughout the 3 discussions, arriving to two possible routes Combine, match, select, amend, delete, change
- 17. Which way to go? SAFE & EASY EXCITING & RISKY
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- 23. Hollywood
- 24. Society