At the Hill&Knowlton Demystifying Digital event in Amsterdam on April 14 2011, Michael Rennsen from H&K Benelux describes ina 5 min. ignite sessions the usage of closed communities for Marketing

1. SPICY COMMUNITIES #IGNITE // #HKD2 // Michael Renssen

2. PRE-LAUNCH CHECKING OF FAILURES?

3. OR LOOKING FOR THE POWER OF ENTHUSIASM?

5. SUPERPROMOTERS Open to your messages Sharing enthusiasm Many and varied contacts Loves to exchange opinions Enthusiastic Recommends a lot Your brand is top of mind Influential and credible (!) Is consulted frequently Persuasive personality

6. MARKETING IS A CONVERSATION

7. SILVO HERBS AND SPICES

11. CONSUMERS SHARE QUITE A LOT WITH YOU, WHEN YOU TRY TO MAKE IT RELEVANT FOR THEM TO DO SO

12. POLLS AND RECIPES De Smaakmakers > Some screenshots of De Smaakmakers

15. SILVO PRODUCT EVALUATIONS ‘ Silvo does have the tastiest spices, without additions, and that is what I choose’ ‘ I have known the brand Silvo for quite some time, we have used it since I was a child, very familiar’ ‘ With the Silvo spices, we went from saltless cooking to tasty cooking’ ‘ Silvo spices are very tasty and easy in these jars’ ‘ I like the way the jars and bottles look’ ‘ The tubes are very convenient for dosing’ ‘ The products looked nice and modern!’ De Smaakmakers > Let consumers tell….and they do, all together!

16. FROM VERY ENTHUSIASTIC … ‘ They smell delicious and taste fine, very fresh and a balanced combination’ ‘ The spices added a little more flavour to the salad, liked it a lot and will use again!’ ‘ Added the herbs to the sauce at the last moment.’ ‘ Today, I made toast with the Italian herbs, delicious.’ ‘ Very convenient to put the pasta herbs on the table, for me, I will just add some extra herbs.’ De Smaakmakers > Let consumers tell….and they do, all together! ‘ The different peppers were tasty and smelled very fresh’ ‘ Never had such a handy mill. Taste is delicious, have it on the table at all times, delicious!!’

17. TO A LITTLE LESS ENTHUSIASTIC ‘ Taste is good, but the seal underneath the lid is hard to remove. In the end, I just cut it open.’ ‘ I think the tube of garlic is a great idea, I’ve also got 3 of those lying around unused.’ ‘ I already like the idea. It is now possible to just get something out of the tube, right into your dish or on a spoon. Close the lid and put it away.’ ‘ We are not sure yet what we do not like: is it the anise or the cinnamon that is too dominant?’ ‘ The structure and the colour of the paste are absolutely unattractive. It gave everything in the pan an unpleasant, brown colour.’ De Smaakmakers > Let consumers tell….and they do, all together!