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Consumer Immersion Webinar


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    1. Tom De Ruyck Head of Research Communities Anouk Willems Senior Research Innovator Consumer • understanding Webinar 23.10.2012 How consumer communities engage the organization with the consumer world

    2. 1. ABOUT COMMUNITIES 2. ENGAGING CONSUMERS 3. ENGAGE THE ORGANIZATION 4. CHALLENGES 5. RESULTS • Webinar: Consumer Understanding @tomderuyck @anoukw1

    3. Your customers are probably the most effective consultants you can hire • Webinar: Consumer Understanding @tomderuyck @anoukw1

    4. What is an MROC? An MROC defined by Forrester Research (2008): [Captive interactive groups of people online joined together by a common interest, which are systematically harvested for qualitative market research purposes.] • Webinar: Consumer Understanding @tomderuyck @anoukw1

    5. WHAT ONLINE CONSUMER COMMUNITIES ARE • 4 MAIN INGREDIENTS # Number Profile Objectives Duration We work with 50-150 people that are interested & interesting. The duration of the community is flexible from 3 weeks to months & ongoing, depending on the objectives. • Webinar: Consumer Understanding @tomderuyck @anoukw1

    6. Immerse in the consumer world This approach enables stakeholders to observe real stories, emotions through photos and videos from participants, which creates awareness within the organization about new themes & trends. • Webinar: Consumer Understanding @tomderuyck @anoukw1

    7. 3 CASES How to engage a crowd of executives and connect them with their consumers? Our approach is illustrated with 3 cases • Webinar: Consumer Understanding @tomderuyck @anoukw1

    8. = key success factor • Webinar: Consumer Understanding @tomderuyck @anoukw1

    9. 1/ IMPACT 3/ FUN 4/ CONNECT 2/ EXCLUSIVE BUILDING OUR WALL OF FAME • Webinar: Consumer Understanding @tomderuyck @anoukw1

    10. 1/ IMPACT 3/ FUN 4/ CONNECT 2/ EXCLUSIVE SPECIAL TASKS AND CHALLENGES • Webinar: Consumer Understanding @tomderuyck @anoukw1

    11. 1/ IMPACT 3/ FUN 4/ CONNECT 2/ EXCLUSIVE FROM PAY TO ATTENTION.. ..TO PLAY FOR ATTENTION GOODIEBAGS QUIZES • COMPETITIONS • Webinar: Consumer Understanding @tomderuyck @anoukw1

    12. 1/ IMPACT 3/ FUN 4/ CONNECT 2/ EXCLUSIVE MEET PEOPLE BEHIND THE SCENES • Webinar: Consumer Understanding @tomderuyck @anoukw1

    13. …AND HOW TO ENGAGE INTERNAL STAKEHOLDERS? • Webinar: Consumer Understanding @tomderuyck @anoukw1

    14. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE ENGAGE THEM IN THE • CONSUMER WORLD • Webinar: Consumer Understanding @tomderuyck @anoukw1

    15. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE CREATE OFFLINE AWARENESS • WITH REAL STORIES Stories @ the coffee machine Announcing the consumer game results Reward the Consumer Expert • Webinar: Consumer Understanding @tomderuyck @anoukw1

    16. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE INSPIRE THEM • www.nightlifejourney.com WITH EYE-OPENERS • Webinar: Consumer Understanding @tomderuyck @anoukw1

    17. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE TRANSLATE INSIGHTS INTO ACTIONS Brainstorming and give feedback • Webinar: Consumer Understanding @tomderuyck @anoukw1

    18. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE EXPERIENCE IT YOURSELF.. • Webinar: Consumer Understanding @tomderuyck @anoukw1

    19. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE ..AND RE-USE RESEARCH RESULTS • Webinar: Consumer Understanding @tomderuyck @anoukw1

    20. BRINGING CONSUMER TO LIFE CAN BE CHALLENGING • Webinar: Consumer Understanding @tomderuyck @anoukw1

    21. LESSON LEARNED THE COMMUNITY IS A GREAT SENSING EXPERIENCE… • Webinar: Consumer Understanding @tomderuyck @anoukw1

    22. …BUT CAN CREATE AN INFORMATION OVERLOAD • Webinar: Consumer Understanding @tomderuyck @anoukw1

    23. SO, TARGET YOUR • INFORMATION • Webinar: Consumer Understanding @tomderuyck @anoukw1

    24. WHAT’S THE RESULT • Webinar: Consumer Understanding @tomderuyck @anoukw1

    25. UNILEVER EXPERIENCES “We printed out the profiles of our consumer to generate conversations in the coffee corner, people started to compare their consumers”. [during the games]“Sometimes we were with 3 behind our pc’s!” “The way Consumer&U was organized makes you spent time and makes it sticky, you really had to dive into the world of your consumer to score in the game” • Webinar: Consumer Understanding @tomderuyck @anoukw1

    26. DEFINE THE KPI’S & CELEBRATE SUCCESS • Webinar: Consumer Understanding @tomderuyck @anoukw1

    27. Webinar: Consumer Understanding @tomderuyck @anoukw1

    28. THE TAKEAWAYS ENGAGE YOUR INTERNAL STAKEHOLDERS BALANCE STORIES & ACTIONABLE RESULTS MEASURE YOUR EFFORTS AND SHARE SUCCESS • Webinar: Consumer Understanding @tomderuyck @anoukw1

    29. Tom De Ruyck Head of Research Communities Tom@insites-consulting.com Anouk Willems Senior Research Innovator Anouk@insites-consulting.com linkedin.com/in/tomderuyck @tomderuyck tom@insites-consulting.com www.insites-consulting.com • Webinar: Consumer Understanding @tomderuyck @anoukw1