The Community Marketing
Today, all the actors are interacting on a permanent basis :
Customers between themselves
Prospects between themselves
Customers with Prospects
Customers with the Brand
Customers with other Brands
The staff of a brand discussing together
The new rules are :
Constant listening
Continuous innovation
The Co-Creation
The consumer becomes a… CONSUMACTOR
Community researches
A generation of market researches adapted to the new usages
Principle of a community demarche
The different types of communities
SMALL Communities
1 HOUR TO 3 DAYS
UP TO 70 PEOPLE
PRIVATE / WITH INVITATION
MEDIUM Communities
3 DAYS TO 1 MONTH
30 TO +1.000 PEOPLE
PRIVATE / WITH INVITATION
LARGE Communities
NO LIMIT
NO LIMIT
PRIVATE OR PUBLIC
The main usages of a community
Added Values of community research
New numerous ways to communicate and discuss
Written expression, shared emotions (emoticons), illustrations with file sharing. Making projective exercises, as well as diversified stimulations and real life reports either in asynchronous or real time.
Mixed Profiles
All types of socio-demographic profiles, any age range and any geographical locations…
All targets made accessible
Refractory targets : teenagers Difficult to reach targets : professionals, active parents Sensitive issues : religion, politics, illness
Interactivity +++
Participants, Moderators and Observers can share all types of content at any time, in an individual or collective way.
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Control your client experience
Community protocols allow you to follow your client experience over a significant period of time. The remote connection allows for sharing consumers experience in real time (store checking, buying act, making of in store video to share with other participants …).
Better Quality
Anonymity and the non intrusive aspect of the discussion (choice of the timing for the discussion) enhances the freedom of speech. The feel at home environment reduces the guinea pig effect The asynchronous discussion reduces the leadership bias
Value for money
Easiest access to targets, reduced delays, flexibility in moderation, important volume of information and better data quality (illustrated and ranked information) allow for a maximum ROI
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