Barcelona Consumer Forum Session Notes: Day 1&2 of 2

I’ll be cross posting this on the Forrester Marketing blog, also, to see all blog posts (from anyone attending) see this list.

I’ll be attending social media tracks, and will capture key notes.

Open Branding – The Opportunity for a Billion People to Help Build Your Brand
by Gurval Caer, President and CEO, Blast Radius

American Idol teaches us a lot of things about how society, participation can create success, we also know that customers listen to their peers more than anyone else. Social Marketing needs three ingredients to be successful: A social platform, Social media, Social Data. Nike Jordan had ‘breakfast clubs’ that engages customers. These customers can create customized training programs for personal sports workouts, and peers can share and review. How to listen and learn? Explore how customers participate, by understating the social media profile of your target audience. Recognize there there is a spectrum of users, where do yours fall and what are the corresponding tool and experiences we provide them with. Map out how users will participate both today and tomorrow, the joiners of today will the creators of tomorrow. Gave a case study of EA, a packaged product called “Need for Speed”, in the pre-launch encouraged a rivalry of sub-cultures of different racing classes.

Takeaway: Start with the customer, the lifestyle, and relate to the cultures before starting with the brand.

Using Social Technologies for the Next Generation of Customer Research
Connect @digital consumer connections, by Mathilde Beljaarts

Mathilde Beljaarts, a senior consulting at Metrix Lab discusses how the next generation of research could use social tools. They’ve used innovative techniques such as deploying image based ‘mood boards’ that let individuals share their feelings using self-selecting images. Photo Diaries, a form of blogging allows consumers to share the intimate details about their consumption of products within their own house. Using eye tracking tools, and online co-creation, there’s a variety of methods that can be deployed to track, and understand customer needs. Communities like Hyves, MySpace, and Facebook, are actually user structured content. How to get started? Focused on key issues and objectives, then look at ‘domain scouting’ which will provide a full view of a product category. Which marketers does this not work for? It can work for all marketers, and even financial industries. This is intended to be a continuous process, not just before a new product launch.

Takeaway: There are many new social technologies that can dimensionalize customers like never before

Renault’s Interactive Online Marketing Strategy for the “Twingo” product

Renault’s Sandrine Plasseraud (A blogger too)

Bloggers are important to the marketing of Renault products, she demonstrates how she uses netvibes, facebook, and other social tools. Discusses how virtual items in Facebook are taking off, and how the adoption of Facebook in EU is increasing. In her campaigns last year, they used bloggers, although this year they may use Facebook users, and maybe even twitter users. Andy Warhool said, in “The future everyone will be famous for 15 minutes”, but now “In the future everyone will be famous to 15 people”. Renault reached out to France’s top bloggers that fit the profile of the car, such as a well known DJ, he did a video and ‘covered’ the product, it generated buzz. They measured blog buzz using blogpulse tracking tools, and were able to see a spike in activity.

Takeaways: Marketing Ps: Product, Price, Place, Promotion, and now……Participation!

Hy Home is my playground: Identity and Identification oin the Internet
By Lars Schwenk, Managing Director of Cyworld EMEA

There are four parts to a community: Communication, Collaboration, Self-Expression, and Peeping. Bars are the original community. Cyworld is about sponsoring, not advertising. Users buy items to self express themselves. Created a online event for an art festival called “Bright”. Brands can create your own branded virtual items and let users in Cyworld use it. Self expression with identities is what Cyworld is all about. Are social networks killing themselves from too much advertising? People are willing to pay for digital items, or for sponsored environments rather than advertising. Currently adoption of virtual goods is 4% but could grow to 40%, there’s a change happening.

Day 2

Lancome creates Beauty Buzz
Michel Campan, VP of Interactive Marketing and CRM

From Web 1.0 Leader to Pioneer in Web 2.0
Large web presence with 27 separate websites for the Lancome brand. Launched interactive marketing portal in Europe called “Who loves men”. Also launched a product within second life, when the visitors touch the new product bottle, they receive information, and messages. Michel demonstrated many interactive marketing and online advertising techniques, including localization in Japan and China. While these were good examples of interactive marketing, it was a stark difference in approach from what Dove has been doing. I’m not quite sure if this is an example of “Web 2.0”, but really “Advertising 1.0”, but I suspect it’s appropriate given the target audience of make up consumers. On the flip side they had a blogger party in Paris for 307 bloggers, great move! I encourage Lancome to consider using more authentic social media tactics by encouraging customers to submit content, include their videos, their blogs, and their voices in shaping their marketing.

Tags for this event are FCFEMEA07 (just link to this Technorati page)

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