Nivea realized it needed more insights into consumer needs and motives beyond occasional focus groups. It developed a proprietary method involving workshops to distill insights from vast data. Idealisti facilitates these workshops with brand managers, guiding them from data to deep understanding and formulating insights. The insights inform product development years in advance. The process crowdsources insights and validates its ability to enhance market understanding. Idealisti's facilitation role integrates it into Nivea's regional marketing.
Research Issues in Knowledge Management and Social MediaJan Pawlowski
The lecture introduces "Global Social Knowledge Management" - it starts with conceptual foundations and discusses research approaches and methodologies and potentially interesting research topics. Several studies on KM and Social Software are outlined, in particular studies on barriers of KM in global settings as well as utilizing SoSo for KM.
Research Issues in Knowledge Management and Social MediaJan Pawlowski
The lecture introduces "Global Social Knowledge Management" - it starts with conceptual foundations and discusses research approaches and methodologies and potentially interesting research topics. Several studies on KM and Social Software are outlined, in particular studies on barriers of KM in global settings as well as utilizing SoSo for KM.
Konference Budoucnost marketingu - Marketing & Media klub VŠEIdealisti
Marketing everyday toolkit has been changing - it has become more and more technologized. And also the customer has been transforming - we just got known to Millennials and here comes the generation Z. What does it mean for the marketing managers? How should they keep in touch with both technology and customers and make the best of it?
Nástroj, který pomáhá převést positioning značky do kategorií běžně používaných při plánování komunikace (např. při zadávání komunikační kampaně). funguje i jako analytický nástroj.
meet knowledge management, by alexis valourdos ALEXBALOO
Knowledge Management is the best way to safely guide your company to the future..
Easy to comprehend with excellent design and visualization of the storyboard..
Alexis Valourdos is a senior manager in Imako Media s.a. (with a graphic design legacy)
Konference Budoucnost marketingu - Marketing & Media klub VŠEIdealisti
Marketing everyday toolkit has been changing - it has become more and more technologized. And also the customer has been transforming - we just got known to Millennials and here comes the generation Z. What does it mean for the marketing managers? How should they keep in touch with both technology and customers and make the best of it?
Nástroj, který pomáhá převést positioning značky do kategorií běžně používaných při plánování komunikace (např. při zadávání komunikační kampaně). funguje i jako analytický nástroj.
meet knowledge management, by alexis valourdos ALEXBALOO
Knowledge Management is the best way to safely guide your company to the future..
Easy to comprehend with excellent design and visualization of the storyboard..
Alexis Valourdos is a senior manager in Imako Media s.a. (with a graphic design legacy)
working smarter - implementing dynamic, collaborative or connected working pr...ibmvietnam
Outperforming companies are already positioning for growth, concentrating on innovating and expanding. Introducing new services and products. Addressing new regulatory requirements. And moving into new markets.
How to do it? By working smarter - implementing dynamic, collaborative or connected working practices enabled by Business Intelligence and Business Analytic technologies.
Real-time intelligence, collaborative research, adaptive brand planning
Measuring and monitoring online conversations about brands to assess brand influence and brand visibility
Applying qualitative analysis to determine research parameters and add meaning to quantitative findings
Identifying the conversation hubs and the influencers across a wide range of channels
Using crowd-sourcing and co-creation methodologies to achieve research, innovation and planning objectives
Building iterative models for feeding real-time insights and consumer inputs into the existing marketing process
Online communities have taken hold among businesses, to connect employees, customers and partners. However, community management as a profession is largely misunderstood and inadequately resourced. We created this book to raise the literacy level among businesses on what community managers actually do, and for community managers to have a trusted guide in their daily jobs. This guide addresses at a high level the strategy, design and everyday execution of a successful and healthy community.
Authors: Maria Ogneva, Matt Jensen, Molly Bugler
Co-Creation Forum presents: How Brands can Derive Insight from Co-CreationEphraim Cohen
Co-Creation is an increasingly interesting and talked about topic of conversation. Yet some are left to ponder its relevance and value to an organization. During this webinar, Jennifer Kitchen, Managing Director of Promise North America will challenge the audience to think about “Why aren’t organizations infusing co-creation into their brand development processes?” As fodder to the discussion, Jennifer will draw upon real-life stories from a range of co-creation believers and skeptics.
This paper presents a strategic overview of the science of persuasion, based on HFI’s new PET design methodology. We’ll explain why your company should apply these research-based techniques to influence
online behavior through persuasion, emotion, and trust.
Připravili jsme pro vás trendovou studii o m-commerce. Potřebujete se zorientovat v problematice, zjistit něco o důležitých technologiích a získat přehled o zajímavých projektech z celého světa?
1. Case study
Nivea: Being in touch with
consumers
Facilitating the process of insight
generation throughout the CEE
region
16.4.2008 www.idealisti.eu 1
2. Facilitating the creation of consumer
insight
Corporations The process, however, requires
Challenge deep involvement of Beiersdorf
have loads and Nivea is one of the iconic face‐ employees in the process.
loads of data – care brands worldwide.
However, it realized that in
H i li d h i
and it keeps “Data is not understanding,
order to be in touch with its
coming. But how consumers the occasional focus understanding is not
group run or U&A study wasn't insight.”
to turn data into
enough. The more so because
enough The more so because
understanding having data doesn’t necessarily
and, eventually, mean having insight. Beiersdorf Solution
consumer (the corporation which owns The “ideal process” is one thing,
Nivea) developed its own
Nivea) developed its own the real life quite another. We
the real life quite another We
insight? proprietary method for became – as moderators and
distilling insights from the facilitators – the
immense body of data they “implementation arm” of the
have at their disposal.
p new method. In the region, we
g ,
moderate and facilitate one or
two‐day workshops
Continued on the next page >
16.4.2008 www.idealisti.eu 2
3. “Corporations which lead the brand managers
from relevant data choice
The Result
can often rely through the creation of deep Three to four times a year the
on their own understanding of consumers’
g central strategic unit gets
needs and motives to the enough “food for thought” to
h “f d f h h”
resources in keep their product
actual formulation of the
generating insights. development pipeline busy for
consumer two to three years in advance.
The system of validation of the
The system of validation of the
insight. They The results of the workshops insights has proven that
just need are fed to the central strategic corporate “crowdsourcing” is
unit where they become the definitely a way to go in the
proper basis form product innovation, development of consumer
development of consumer
facilitation of regional marketing insight and market
the process.” communication initiatives and understanding.
much more.
Our role as facilitators in the
Our role as facilitators in the
process has enabled us to
improve the process standards
Continued on the next page >
16.4.2008 www.idealisti.eu 3
4. and to become an integral part About Idealisti
of the regional marketing team Today's ideas will become
at Beiersdorf. tomorrow's world
Not only we (still) have ideals but also we
believe that most of what we experience
today and what makes up our world has
been here yesterday in a form of an idea.
We believe in the transformative power
of thoughts (in the form of brands, for
example), in their power to move also
example) in their power to move also
very material and sometimes heavy
things like pianos, buildings, cars, jars of
face care lotions or even people.
We help create and steer brands – ideas
y
which have the ability to animate
organizations, infuse consumption with
meaning and bring about good things to
life. We always do it in dialogue with
those in charge of brands (which is just
about anyone who has ever heard of the
brand) and with the notion that all the
ideasbrands will have to compete for
id b d ill h t t f
their existence in the free arena.
27.1.2010 www.idealisti.eu 4