Understanding an mobilizing the consumer 2.0 via communities

November 7, 2007

François Abiven

Emilie Labidoire

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• Consumer = actor -> he/she “acts”in everything, even the news he/she receives (netvibes)

• The offer’s customization exacerbates individualities -> each person “builds” his/her own style

A new consumer is in power

Creation / creativity has become a key factor in life

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• The hierarchy is rejected: a world of peers and exchange

• The consumer also wants to give (and not just pay)

A new relationship with brands

A consumer who has become an actor in his/her own consumption, especially through belonging to a community

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A challenge for consumer research

Knowing and meeting the new consumer:

… immersion, … capturing ascending information

A new way of investigating the consumer: … involvement

A necessary change that is rich in opportunities

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Mobilize the consumer byassociating him with theoffer’s development

2. Understanding the consumer via ad-hoc communities

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Co-design via acollaborativeprotocol

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Virtual worlds are the ideal place for co-design:

. Creativity

. Pleasure and sharing

. 3D modeling

=> A real opportunity for brands to mobilize the new consumer

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Real Life brand versus the residents’ creativity1. American Apparel tee-shirts

in Second Life

2. Examples of models

designed by the residents

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Recruit creative residents who like to express themselves and who are open to novelty and to others

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In the “Workshops"

section, you can access the

different themes launched by the

Repères team

A two-week collaborative blog during which the consumer’s imagination is boosted and directed via a CREATIVE BRIEF

Each day, INPUT and STIMULI are introduced in the form of stories, anecdotes, alternative ideas, etc.

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Modeling the best routes on SL in the form of mini-worlds

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Evaluation of concepts via “immersed” focus groups on Second Life

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A prospective and interactive protocol

8 product innovations

on a low involvement

market!

EVALUATION PHASE

CREATIVE PHASE

Exploratory test

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A flexible, modular protocol

. Possible injection of questions/thoughts at any time

. Spontaneous emulation

. Lasting exchanges

=> Drives more direct, more sincere and collaborative communication between consumers and brands

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A dialogue blog to better identify the target and watch it act and interact with the concept(s)

Concept AConcept B

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Work more precisely on the themes and the ideas that emerge:

A liveinnovation test:Home Use Blog

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Experience is essential for testing innovation:

How to establish the product among the consumer's practices

How does the adoption of a product evolve over time?

How do consumers influence each other?

2nd week Field time1st week

Strong expectation

Interest decreases over time

Interaction,usage

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…

Double immersion of the innovative product:

Home Use Blog (HUB)

Direct, interactive follow-upA team discussion forum between customer/institute

In real life personal, specific

In a community blog

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Home Use Blog (HUB)

In vivo analysis of the innovative product:

To…

• Detect insights, consumption usages,

• Uncover triggers and barriers to product ownership,

• Find out which positioning fits best (the product and the brand)

• Identify possible improvements to be made to the formula and/or the pack

• Suggest communication routes

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1. Mobilize the consumer by associating him/her to the offer’s development

Understanding theconsumer via ad-hoccommunities

2.

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Virtual mutual interest communities

Federate marketing targets around common centers of interest to think with the consumer, to take the time to dialogue…

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better identify a brand’s positioning and anchoring values for this population

Interest in building a community around a marketing target:

See the consumer evolve in his/her different spheres of consumption and gain transversal understanding of his/her mode of operation

understand its mode of integration into the consumer’s overall life

identify weaknesses, anticipate changes

direct and optimize the offer, meet expectations

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CONTINUOUS: a place to know the consumer

Knowing this target, its aspirations, sensitivities and lifestyle

Monitoring it in everyday life, understanding its mode of operation, motivations and usagestowards member brands

Detecting insights

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AT THE REQUEST OF THE MARKETING TEAMS: a place for dialogue and collaboration

Making the target react quantitatively and/or qualitatively to propositions, innovations, concepts

Associate it with thought if a question emerges

Engage it in co-design

In a word…

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The emergence of social interaction platforms and the popularity of this type of communication among consumers drive:

An approach of listening and dialogue

A more sincere, more spontaneous expression

A new mode of “symmetric” dialogue: a dialogue between equals

A partnership with the consumer: thinking together, co-designing…