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//re-Humanize
marketing
Domino’s pizza case
QUESTION: What/Who are the most credible information sources to decide whether a jeans brand is appropriate for you?
Source: InSites Consulting BENELUX study for LEVI’s Europe 2008
How social media could be more social
• Read instead of write
• Ask for feedback (rather than wait)
• People (staff) instead of company
Thank YOU Hannes Willaert for the slidedeck design
Remember:
• Authenticity = raison d’être
• We all <3 a human approach
• Re-humanize marketing
communications by listening to real
human & emotional consumers
• Consequence: LT engagement
Real or fake?
interactiemomentje
www.howcoolbrandsstayhot.com
A BRAND NEW WORLD MarcFauconnier
1+1+1
CONSUMERS
OPEN
BRANDS
CONSUMER
COMMUNITIES
ADVERTISING IS
MORE ABOUT
BONDING THE
BRAND THAN
ABOUT
BUILDING THE
BRAND
AN ACTIVE ROLE
FOR
CONSUMERS IN
OUR
ADVERTISING
PROCESS
BEYOND CLASSIC MARKET RESEARCH
EVERYBODY FAMOUS
THE FIRST CO-INSPIRATION
PLATFORM IN ADVERTISING
HOW DO YOU LIVE PRODUCTS, BRANDS, MEDIA?
DO YOU BELIEVE WHAT WE TELL YOU ?
WOULD YOU PASS ON OUR IDEAS ?
“IT ISN’T THE
CONSUMERS’ JOB
TO KNOW WHAT
THEY WANT”
FROM A BIG
TO A SMALL
BLACK BOX
GETTING ORGANIZED
INPUT
INTERACTION OUTPUT
THIS, THEN, IS THE
TEST WE MUST SET
FOR OURSELVES: NOT
TO MARCH ALONE BUT
TO MARCH IN SUCH A
WAY THAT OTHERS
WILL WISH TO JOIN US.
THANK YOU
MARC FAUCONNIER
marc.fauconnier@famous.be
@MarcFauconnier
FOLLOW FAMOUS ON TWITTER
@famousbrussels
Everybody Famous,
a co-inspiration platform Tom De Ruyck, Head of Research Communities, InSites Consulting
@tomderuyck #mroc
© In
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on
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ltin
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It is time to re-invent advertising (research)! Because power has shifted to the consumer.
© In
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Get used to it and understand how to lead instead of how to control.
90 InSites Consulting beliefs - © 2010
[client logo] [client logo]
© In
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sult
ing
Bringing ‘real people and their real stories & emotions’ into the ‘creative space’.
© In
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s C
on
su
ltin
g A community at the core of a new generation agency.
Always-on research & connection with consumers.
© In
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150 30
WHO? Dunbar’s number: 150 members is the maximum number enabling social interactions on a community.
93 InSites Consulting beliefs - © 2010
[client logo] [client logo]
© In
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on
sult
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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.
You Brand
WHO? What is connecting community members? Importance of brand and/or topic involvement.
94 InSites Consulting beliefs - © 2010
[client logo] [client logo]
© In
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on
sult
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WHAT? Commitment from community members. Meet & greet, taking them on a guided tour, giving back.
95 InSites Consulting beliefs - © 2010
[client logo] [client logo]
© In
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s C
on
sult
ing
The story Equilibrium
WHAT? Creating an experience is hard work. Creating the right mix.
99 © In
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s C
on
su
ltin
g
Connecting with B&J brand lovers
Pictures
Pictures
HOW? Give back. Let them feel that they are part of the team!
103 InSites Consulting beliefs - © 2010
[client logo] [client logo]
© In
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s C
on
sult
ing
Create engaging experiences that inspire and are worth sharing
@tomderuyck
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