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Advance Strategy and Marketing for Sports
Organizations – Bernard COVA
Mini Cooper S Community - Ethnography




                                       - 24/01/2011
                          DEMANGE Lucas
                          GEOFFROY Kevin
                          JOSEPH Lorick
                          OULE Antoine
                          SAINT-LOUBOUE Thibaut
Key Informant : Antoine OULE



     Netnography : Lucas DEMANGE & Thibaut SAINT-LOUBOUE



     Interviews : Kevin GEOFFROY



     Wrap-up : Lorick JOSEPH



 Evidences of the brand strategy


                               2
BRAND
                        INTERVIEWS
• Network                                  • Rituals               STRATEGY
                  • Members                • Hijack          • Identity
                  • Inside the Tribe       • Authencity      • Target Groups
                                                             • Communication
                                                             • 2 Pillars
    NETNOGRAPHY                                   CONCEPTS




                                       3
http://minicoopers.superforum.fr/
Mini Cooper S Specialized Forums                                    (2663 members)
                                                                    http://www.mini2.com/
                                                                    ( 215 000 posts)

   –   Mini cooper S users

   –   Exchange about their cars, news

   –   Organization of mini meetings during week-ends or holidays

   –   Election of the picture of the month
   –   Regulation by rules




                                              4
Most active topics

   −   Technical issues and specificities
   −   Classifieds
   −   Photos and members introduction
   −   Meeting / people gathering (events,…)
   −   Picture of the month




                                               5
• Members Introduction




• Photo Contest




                         6
   Exemple of Meeting / people gathering

          « Bonjour tout le monde,

          Cela faisait longtemps que le petit meeting du vendredi soir sur un
          parking de Metz n'avait pas eu lieu, et l'ADMT, ou plutot le groupe
          de potes qui compose cette joyeuse équipe de fou du volant a
          décidé de remédier à cela!

          Tous le monde est bien entendu bien venu... »



•   Exemple of topic : http://www.minimoving.info

          « Je me permets de créer ce post, car où va notre club ?
          Nous avons parlé lors des derniers rassemblements, de la mise en place de réunions, mais je ne vois rien venir
          Il est difficile de donner une dynamique s'il n'y a pas d'objectifs
          Je parle beaucoup du club autour de moi, et je sens les gens motivés pour venir à notre rencontre.
          Aujourd'hui je me sens bridé,(exemple pour organiser des rassemblements ou autres)
          Je ne sais pas si une réunion suffirait. Avec tous les moyens de communication existants, je trouve cela dommage
          d'en arriver là.
          Je suis pret à suivre notre club donc +1 pour moi
          merci et vive la mini »




                                                            7
Forums auto – Mini Cooper S topics


Active topics
    −   Technical issues and specificities
    −   Product comparisons
    −   Caracteristics
    −   Classifieds




                                             8
9
Social Networks community

      FACEBOOK
      More than 50 groups gathering between 50 and 12 000 people
          - Photos
          - Videos
          - Comments




                                     10
Social Networks community

        Twitter




        Viadeo
        Mini Fan Club



                            11
Structure of interviews


        What type of driver is involved in the tribe ?


        Why are they passionate about the Cooper S ?


        What are they looking for in the community ?


        The relation between MINI and the Tribe



                                     12
•   Interviews of more than 10 MEMBERS :
        - MINI COOPER CLUB
        - MINI COOPER S FORUM

•   Why did they choose a MINI Cooper S ?

       > LOOK / PERSONALISATION




                                    13
•   Why did they choose a MINI Cooper S ?

        > MINI HISTORY




                                    14
•   Why did they choose a MINI Cooper S ?

         > SPORT ENGINE (200 HP)




                                    15
•   Why did they choose a MINI Cooper S ?

         > THE COMMUNITY




                                    16
• Why did they become passionate about the Cooper S ?

       > KEY FACTOR : BMW & MINI




       > THE MINI COOPER S Spirit




                                17
• Why did they become passionate about the Cooper S ?

       > 2 DIFFERENT APPROACHES




       > PRIDE IN DRIVE




                               18
• What are they looking for in the community ?


  > EXCHANGES

    > SHARE THE SAME PASSION

      > ONE MEMBER / ONE MINI (FORUM)

       > MEETINGS and TOURS

        > PARIS RITE : EACH FRIDAY

                                 19
• The relation between MINI and the tribe

      > HARD TO DEFINE




      > MARKETING & MASS COMMUNICATION




      > PASSION VS FASHION


                             20
• The relation between MINI and the tribe

       > MINI UNITED 2012




       > MINI WRC & DAKAR




                                 21
Artefacts : Mini Cooper S / Mini merchandising (clothes, …)

Rituals
      −   Modification / maintenance of the car – Cyclical ritual
      −   Introduction of new members on websites and forums – Initiation ritual
      −   Exchange on forums (technical, questions, photos) – Cyclical ritual
      −   Drive for the pleasure (road, circuit) – Cyclical ritual
      −   Gathering with the close community – Occasional ritual
      −   Gathering on events organized by the community or Mini (Mini United,…) – Calendar ritual
      −   Greet the community (flash lights,…) – Occasional ritual

Language of the « Cooper S Minists »
      −   Technical language – strong knowledge about mechanics and specificities of the car. The members discuss about the
          technical aspects on forums, events, etc.


« Eltel » on a Mini Cooper S forum about Sunday rituals

            « I get up at 5am, shower and have a small brekkie, then hit the road at 5.30am and drive like a madman for 1
            hour around the fantastic hills out to the east of Melbourne. No traffic, no cops and beautiful sunrises […..]
            Doesn’t get better than this. »




                                                             22
Natural :
    – Re-issue of a legendary car


Original :
    – Mini Cooper S : first of its kind, no imitation
    – Ability to customize it as you want. Each car is different, unique


Exceptional :
    – The Cooper S is much more than a car for the customers
    – People who own one have a real emotional attachment

    Mini Cooper S = freedom, escape, emotion, performance



                                       23
Extroverted




       Excitement


Chic                  Integrative




            24
Core of customers
                • Middle / Upper Class
                • Modern / Post-modern : subjectivism

 Post-modern trendsetters : individualistic people who are style-conscious, creative and curious



           To maintain car brand  focus on male



           Mini Cooper S - Buyers
                 • Young : 18 – 35 years old
                 • Female
                 • Urban


           Community
              • 30 – 40 years old
              • Male


                                                 25
PMTS                                              MINI
Cosmopolitan           Urbanity / Culture         MINI International
Travel                                            Sponsorships



Youthful/Active             Nightlife             MINI Lounge Madrid
Clubbing/Music                                    MINI DJ at events



Creative           Design / Architecture / Arts   ITS Photo Award
Proactive



Sportive
                     (Inter-)Active Lifestyle     MINI United
Experimental
                                                  MINI Internet Community
Communicative


Modern
                            Fashion               MINI Collection
Individualistic
                                                  Co-operations : Diesel
Originaiity



                               26
Passion                          Fashion


          PRODUCT        BRAND


                    27
CONQUEST           LOYALIZATION




 Mini Space          Mini United




              28
Advance Strategy and Marketing for Sports
Organizations – Bernard COVA
Mini Cooper S Community - Ethnography

THANK YOU FOR ATTENTION !


                                       - 24/12/2011
                          DEMANGE Lucas
                          GEOFFROY Kevin
                          JOSEPH Lorick
                          OULE Antoine
                          SAINT-LOUBOUE Thibaut

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Mini CooperS - Community

  • 1. Advance Strategy and Marketing for Sports Organizations – Bernard COVA Mini Cooper S Community - Ethnography - 24/01/2011 DEMANGE Lucas GEOFFROY Kevin JOSEPH Lorick OULE Antoine SAINT-LOUBOUE Thibaut
  • 2. Key Informant : Antoine OULE Netnography : Lucas DEMANGE & Thibaut SAINT-LOUBOUE Interviews : Kevin GEOFFROY Wrap-up : Lorick JOSEPH  Evidences of the brand strategy 2
  • 3. BRAND INTERVIEWS • Network • Rituals STRATEGY • Members • Hijack • Identity • Inside the Tribe • Authencity • Target Groups • Communication • 2 Pillars NETNOGRAPHY CONCEPTS 3
  • 4. http://minicoopers.superforum.fr/ Mini Cooper S Specialized Forums (2663 members) http://www.mini2.com/ ( 215 000 posts) – Mini cooper S users – Exchange about their cars, news – Organization of mini meetings during week-ends or holidays – Election of the picture of the month – Regulation by rules 4
  • 5. Most active topics − Technical issues and specificities − Classifieds − Photos and members introduction − Meeting / people gathering (events,…) − Picture of the month 5
  • 7. Exemple of Meeting / people gathering « Bonjour tout le monde, Cela faisait longtemps que le petit meeting du vendredi soir sur un parking de Metz n'avait pas eu lieu, et l'ADMT, ou plutot le groupe de potes qui compose cette joyeuse équipe de fou du volant a décidé de remédier à cela! Tous le monde est bien entendu bien venu... » • Exemple of topic : http://www.minimoving.info « Je me permets de créer ce post, car où va notre club ? Nous avons parlé lors des derniers rassemblements, de la mise en place de réunions, mais je ne vois rien venir Il est difficile de donner une dynamique s'il n'y a pas d'objectifs Je parle beaucoup du club autour de moi, et je sens les gens motivés pour venir à notre rencontre. Aujourd'hui je me sens bridé,(exemple pour organiser des rassemblements ou autres) Je ne sais pas si une réunion suffirait. Avec tous les moyens de communication existants, je trouve cela dommage d'en arriver là. Je suis pret à suivre notre club donc +1 pour moi merci et vive la mini » 7
  • 8. Forums auto – Mini Cooper S topics Active topics − Technical issues and specificities − Product comparisons − Caracteristics − Classifieds 8
  • 9. 9
  • 10. Social Networks community FACEBOOK More than 50 groups gathering between 50 and 12 000 people - Photos - Videos - Comments 10
  • 11. Social Networks community Twitter Viadeo Mini Fan Club 11
  • 12. Structure of interviews What type of driver is involved in the tribe ? Why are they passionate about the Cooper S ? What are they looking for in the community ? The relation between MINI and the Tribe 12
  • 13. Interviews of more than 10 MEMBERS : - MINI COOPER CLUB - MINI COOPER S FORUM • Why did they choose a MINI Cooper S ? > LOOK / PERSONALISATION 13
  • 14. Why did they choose a MINI Cooper S ? > MINI HISTORY 14
  • 15. Why did they choose a MINI Cooper S ? > SPORT ENGINE (200 HP) 15
  • 16. Why did they choose a MINI Cooper S ? > THE COMMUNITY 16
  • 17. • Why did they become passionate about the Cooper S ? > KEY FACTOR : BMW & MINI > THE MINI COOPER S Spirit 17
  • 18. • Why did they become passionate about the Cooper S ? > 2 DIFFERENT APPROACHES > PRIDE IN DRIVE 18
  • 19. • What are they looking for in the community ? > EXCHANGES > SHARE THE SAME PASSION > ONE MEMBER / ONE MINI (FORUM) > MEETINGS and TOURS > PARIS RITE : EACH FRIDAY 19
  • 20. • The relation between MINI and the tribe > HARD TO DEFINE > MARKETING & MASS COMMUNICATION > PASSION VS FASHION 20
  • 21. • The relation between MINI and the tribe > MINI UNITED 2012 > MINI WRC & DAKAR 21
  • 22. Artefacts : Mini Cooper S / Mini merchandising (clothes, …) Rituals − Modification / maintenance of the car – Cyclical ritual − Introduction of new members on websites and forums – Initiation ritual − Exchange on forums (technical, questions, photos) – Cyclical ritual − Drive for the pleasure (road, circuit) – Cyclical ritual − Gathering with the close community – Occasional ritual − Gathering on events organized by the community or Mini (Mini United,…) – Calendar ritual − Greet the community (flash lights,…) – Occasional ritual Language of the « Cooper S Minists » − Technical language – strong knowledge about mechanics and specificities of the car. The members discuss about the technical aspects on forums, events, etc. « Eltel » on a Mini Cooper S forum about Sunday rituals « I get up at 5am, shower and have a small brekkie, then hit the road at 5.30am and drive like a madman for 1 hour around the fantastic hills out to the east of Melbourne. No traffic, no cops and beautiful sunrises […..] Doesn’t get better than this. » 22
  • 23. Natural : – Re-issue of a legendary car Original : – Mini Cooper S : first of its kind, no imitation – Ability to customize it as you want. Each car is different, unique Exceptional : – The Cooper S is much more than a car for the customers – People who own one have a real emotional attachment Mini Cooper S = freedom, escape, emotion, performance 23
  • 24. Extroverted Excitement Chic Integrative 24
  • 25. Core of customers • Middle / Upper Class • Modern / Post-modern : subjectivism  Post-modern trendsetters : individualistic people who are style-conscious, creative and curious To maintain car brand  focus on male Mini Cooper S - Buyers • Young : 18 – 35 years old • Female • Urban Community • 30 – 40 years old • Male 25
  • 26. PMTS MINI Cosmopolitan Urbanity / Culture MINI International Travel Sponsorships Youthful/Active Nightlife MINI Lounge Madrid Clubbing/Music MINI DJ at events Creative Design / Architecture / Arts ITS Photo Award Proactive Sportive (Inter-)Active Lifestyle MINI United Experimental MINI Internet Community Communicative Modern Fashion MINI Collection Individualistic Co-operations : Diesel Originaiity 26
  • 27. Passion Fashion PRODUCT BRAND 27
  • 28. CONQUEST LOYALIZATION Mini Space Mini United 28
  • 29. Advance Strategy and Marketing for Sports Organizations – Bernard COVA Mini Cooper S Community - Ethnography THANK YOU FOR ATTENTION ! - 24/12/2011 DEMANGE Lucas GEOFFROY Kevin JOSEPH Lorick OULE Antoine SAINT-LOUBOUE Thibaut