Post on 17-Aug-2015
transcript
Main Stage, November 3, 2011
Online Communities: Uses and Mis-Uses Diane Hessan, Communispace
A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011
Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT)
Online Communities: Uses and Mis-Uses Diane Hessan, President & CEO
Communispace dhessan@communispace.com
@communispaceceo
Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT) 3
Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT) 4
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The bigger is better syndrome
Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT)
Rules of engagement
100,000 “Like” a Fan Page
COMMUNITY
300-500 members
Average 54 “Like” a post Average 7.3 contributions per active member
Only 9 will comment Participation rates of
64%
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Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT)
‘I have one million, I have five million, I have 55,000 panelists.’ It’s almost like
a men’s room conversation.’
Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT)
2
Survey-itis
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Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT)
Mobile Ethnography
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Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT)
Heatmapping and image annotation
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Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT)
Dear Lancôme. I’m sorry I had to leave you, but you are every expensive to keep I could no longer afford you because prices have gone up, but my income remains the same. Thinking about our poten;al future together, I’d say it has to end. Please know I always appreciated the quality of your products, but for now, I’ll make do with Cover Girl, L'Oreal, and Maybelline. Take care and don’t take it personal. ~ Sandra J., 58
Dear Origins. I’m sorry I had to leave you, but my finances demand it. I could no longer spend so much on your over priced products because I know you don't need so much profit. Thinking about our poten;al future together, I’d say good bye to high priced opGons. Please know I always appreciated your fresh organic products , but for now, I’ll make do with fresh reasonably priced Aveeno. Take care and miss me. ~ Lynn G., 55
Inability to jusGfy high
prices leads to switching and staying with
more affordable drug store brands
Discovery: Understanding trends
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Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT)
Co-creation: Generating packaging ideas
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Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT)
New approaches 21st Century Method Potential Gain
Human, transparent approaches Engaged, motivated participants who generate higher quality data
Consumer-centric settings (leveraging online, mobile, and other technologies)
“Naturalistic” settings that feel safe, maximize comfort, and encourage intimacy
Large scale “qualitative” Collecting an unprecedentedly large number of open-ended data at a relatively low cost
Fast, targeted inquiries Research findings that are relevant, timely, and actionable
Building relationships that endure over time
Deep knowledge of participants as real people, leading to greater insight and increased confident (you can trust that you really know the people participating)
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Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT)
3
The garbage pail
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Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT)
Feedback, discovery & co-creation
Feedback is about the brand Discovery is about consumers
Feedback
Strategic
TacGcal
Immediately ac;onable
Longer term
Discovery
Co-‐creation
Co-‐creaGon encompasses both
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Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT)
people real people
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Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT)
4
The Trojan horse
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Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT)
A successful alli First Team Member
Authentic, organic advocacy vs. WOM campaigns
In another forum I men;oned I was par;cipa;ng and they accused me of being a rep for the company and trying to sway them. Quite nasty about it actually. Not having tried it myself yet, I can't fully recommend it to others I don't know. I think the scope -‐mainly to get the word out about alli-‐ was too narrow to sustain a group like this for long.
A lapsed alli user from alli First Team “Not much has really changed for me and my family as a result of the experience, I’d say for my friends though—I have a couple of friends who are significantly overweight and I’m hoping to get them to try it, because they have the fast food, drive-‐through habit, and I think that alli would really help them curb that.”
Women “influentials” in the weight loss category
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Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT)
5
The traditional research mindset
Anonymous
Neutral
Structured
Invisible
Ad Hoc
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Conversational
Open
Known
Transparent
Continuous
Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT)
We
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We are focusing our Gme on technicaliGes of research, whereas the expectaGon from clients
is actually in a totally different space. The clients are saying, ‘Inspire me, help me to take
some transformaGonal acGon,’
Stan Sthanunathan, VP Global Consumer Insights, Coca-‐Cola
Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT)
Thank you
Diane Hessan
Communispace
Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT)
Q & A
Fiona Blades Mesh Planning
Diane Hessan Communispace
Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT)
Diane Hessan Read Communispace’s blog @ Follow Ray’s tweets at @ hXp://www.twiXer.com/communispaceceo Connect with Diane on LinkedIn @ hXp://uk.linkedin.com/in/raypoynter