research communities: an introduction
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It is time to re-invent marketing (research).
Because power has shifted to the consumer.
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Power has shifted to the consumer.Get used to it and understand how to lead instead of how to control.
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6%
7%
6%
15%
30%
24%
7%
4%
5%
8%
6%
19%
35%
17%
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4%
We are different from our target audience!
CONSUMER TWIN SCORE
Q : When you compare yourself to the consumers in your target group, to what extent do you see an overlap or a difference between both?
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One way to get connected is get marketersin the living room of the consumer.
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An alternative way is to get consumersin the ‘boardroom’ of your organisation.
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FMCG I Unilever FMCG I Kraft FMCG I Danone
FMCG I Heinz Media I MSN Media I VMMa
Financial services I ING Telco & technology I Vodafone
Communities at the core of new generation research.Always-on research with consumers acting as part-time marketers.
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Key learnings.
What makes research communities work?
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WHO? WHAT? HOW?
24/7
3 key questions to tackle.
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i•den•ti•fi•ca•tion[ahy-den-tuh-fi-key-shuhn,]noun
The convergence of brand's values with that of the person, and the degree to which the brand is regarded as having personal relevance.
Typically represented by concentric circles moving closer.
YouBrand
WHO? What is connecting community members?Importance of brand and/or topic involvement.
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150WHO? Dunbar’s number: 150 members is the maximum number enabling social interactions on a community.
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Never underestimate the power of
n=1
WHO? Creating in-depth relationships with few rather than superficial relationships with many.
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WHAT? Make sure to make it an experience.Theme park for long-term communities, fair time for short-term communities.
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Being able to mixThe story Equilibrium The methodsThe results
WHAT? Creating an experience is hard work.Creating the right mix.
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HOW? Commitment from community members.Meet & greet, taking them on a guided tour, giving back.
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HOW? Commitment from the moderator.Instead of the X-factor, we talk about the C-factor.
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HOW? Commitment from the company.Buy-in, engagement, input.
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Putting it into practice.
Case Ben & Jerry’s, connecting with brand fans.
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1978: friends Ben Cohen and Jerry Greenfield start an ice cream business
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2010: being part of Unilever today, but keeping loyal to the same principles defined in 1978
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Experiment
Feel heartbeat
Feedback & ideas
Activation potential
A research community was the most suitable research method for this range of challenges.
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200 Dutch & Flemish consumers sharing their ideas and feedback during 3 months on 120 topics (3.500 posts).
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WHO? Recruitment on B&J fan pages.Using natural communities for recruitment of research community.
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WHO? Ending up with real brand fans.Based on attitudes as well as behaviour.
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Communication & activation
Consumer experience & innovation
Corporate social responsibility
WHAT? Revealing the conversation guide.Members were able to understand what to expect.
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HOW? Commitment from the moderator.Meeting up with Ben & Jerry themselves before the kick-off of the community.
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RESULTS? Overwhelming amount of information. Today, the marketing plan is being reviewed by members
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What about Coca-Cola?
Translating the principles to your brands.
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