How fans became future shapers of an ice-cream brand: Towards the next frontier in conducting 'insight communities'

Tom De Ruyck, Niels Schillewaert, Martijn Van Kesteren, Stephan Ludwig

This paper discusses how, with the rise of social media, ‘conversational marketing’ techniques have gained tremendous importance - representing a paradigm shift in the way we think about marketing and marketing communications.

How fans became future shapers of an ice-cream brand: Towards the next frontier in conducting 'insight communities'

Tom De RuyckNiels SchillewaertMartijn Van KesterenStephan Ludwig

BRANDS ARE JOINING THE CONVERSATION

Over the past years, stimulated by the rise of social media, ‘conversational marketing’ techniques have gained tremendous importance. Lots of books and white papers were published on the topic and a large number of companies have rolled-out a program to observe, feed and manage the offline and online conversations that are taking place about their products and brands. We may call it a paradigm shift in the way...

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