Come to visit us ! In Focus Beach-Barcelona
What say the consumers on the internet social networkregarding nanoparticles and sun protection products?It is in 2009 when I met Catherine Jean, president of Planetinnov. The start-uphad just gained the trophy of the entrepreneurship. Very sensitive to theinnovation and to the new tools of the e-marketing, I naturally wanted todiscover their high-tech approach of the marketing. We quickly agree on apartnership for the cosmetics industry: ingredients manufacturers and cosmetic laboratories.
Today, it is certain that the internet approach is inescapable when we speakabout market’s development, relay of growth or about innovation; simplybecause the generation “Y” integrates on one hand, the key post of companiesand on the other hand represents the current consumers and their new modes ofconsumption.
The e-marketing began with web sites and B2B platforms for, in a few years,extend to the social Web. The social Web or Web 2.0 brings beyond thedimension of “open connection” to the world space of classic Web, theinteractive and community aspect.
The company can integrate these dimensions of open interactive and communityconnection into all the process of its valuable chain: HR activities, purchases,sourcing, and production, innovation, sales or marketing. For that purpose,web2.0 is placed in the center of the company as an interface and at thesame time tool of decision and tool of operational implementation.
The first stage of this Web2.0 strategy is to validate the given problem by listening to what says the consumers on the Web. It is a question of estimating in what the Web, existing communities, forums, blogs, and networks can be concerned by this company questioning. For it, it is necessary to characterize communities, relevant places of Web and to analyze the discussions and theexchanges. The conclusions of this 1st stage are decisive and give the signal of ”go” or “no go” to continue with the web strategic orientations.
In Focus 2012
To illustrate our comment, we realized a study on the French internet communities, on the theme of nanoparticles and products of solar protection. So we identified internet communities of consumers and users and analyzed their exchanges with regard to the theme of nanoparticles and creams of solar protection. We then built a questionnaire, which we answered by using the results of the previous study.
Visitors experience during In Cosmetics
During the 3 days exhibition, we shall suggest to the visitors using a tactile tabletto answer a questionnaire by imagining the opinion of the Internet users on
these questions. The themes concern, in particular, the degree of interest of the subject, the sensibility in the use of solar creams, filters. At the questionnaire end, the visitor discovers the results of the Internet usersand can compare them directly with his. He so estimates the distance between what he thinks of being important for the Internet users, and what is it really. The visitors interested in these elements we‘ll leave their e-mail and then we shall send them a summary of the Internet and expert results.
The waited results
The results of the web2.0 mapping on the theme of nanoparticles and solar protection products will allow the visitors, to set the measure of:
- Current trends of the Internet user’s opinion on this theme,
- Distances between their opinion and the Internet users one,
- Trends of the experts perception towards the Internet users one.
More globally, the visitors, through this Web 2.0 experience can better know theprofits of the use of the Web 2.0 tools in the strategy adjustment of company for
marketing, commercial, production or sourcing objectives. They will appreciatethe opportunity to innovate thanks to a group of lead-users, consumers orexperts, to detect latent needs and to enrich their knowledge of the marketexpectations.
- Planetinnov – Catherine Jean – email@example.com – P. 33.630 860 406 -
- Attraction – Anne Canet-Charpentier – firstname.lastname@example.org – P. 33