Innovate: Panels and Advisory Communities in the Social Media Age

transcript

INNOVATE: PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE

2 OF 5 // PANEL COMMUNITY “HOW TO” SERIES

PANEL COMMUNITY “HOW TO” SERIESA 5-PART EDUCATIONAL PROGRAM

I. THE PAYOFFS OF PANEL COMMUNITIES: WHAT YOU NEED TO KNOW

II. GET STARTED: 5 STEPS TO BUILDING A CUSTOM PANEL

III. ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE

IV. INNOVATE: PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE

V. OPTIMIZE: AUTOMATE AND INTEGRATE YOUR PANEL FOR GREATEST EFFICIENCIES AND IMPACT

Private online communities engage

{customers, employees, partners}

and capture actionable insights

that drive business improvement

I. THE PAYOFFS OF PANEL COMMUNITIES

INNOVATION LOYALTY REVENUE REACH

4II. GET STARTED: THE 5 STEPS TO BUILDING A CUSTOM PANEL COMMUNITY

1. Panel Site Development

2. Recruitment Plans

3. Registration & Profiling

4. Incentive Plans

5. Panel Lockouts & Hygiene

5III. ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE

“The magic number”

Segmentation & profiling

Motivating response

Multi-method approaches

Web 2.0 survey design

Page fipWhiteboards

Card sorting / shelf test

6IV. INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE

1. The Rise of Social Media

2. Social Media & The Research Process

3. Step 1 – Social Media Enabled Research

4. Step 2 – Advocacy Networks

5. Summary

7FROM CONSUMER TO PROSUMER

Web 1.0

Web2.0

Lean Back: Consuming Passively watch programs and be entertained

Lean forward: Interaction Seach for product information, compare prices, make bookings, order goods

Jump in: Prosume Actively create your own content: comments, opinions, photos, video

Source: www.absolit.de

8CHANGE IN THE USE OF THE WEB

Who has a private blog?

Who‘s company has a blog?

Who tweets in their spare time?

Who tweets for business?

Who has a Delicious account?

Who is on Facebook?

Who in on LinkedIn?

Who posts their photos on Flickr?

Who…?

9CHANGE IN MEDIA USE

Source: http://www.baekdal.com

10EXAMPLE: SOCIAL NETWORKS

Social network-ing: all

facebook.com hi5.com friendster.com Orkut bebo.com Skyrock Network

myspace.com0%

50%41%

Social networking sites: % growth in unique visitorsbetween June 2007 and June 2008

Source: comScore: World Metrix

11EXAMPLE: MICRO BLOGGING

12INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE

5. Summary

13PRO & CONS OF CLASSIC ONLINE RESEARCH

Controlled conditions

Methodical

Clear results that you can analyze

“Clinical” environment

Not much fun

Little opportunity for big new ideas

No dialogue

14PROS AND CONS OF SOCIAL MEDIA

Clear opinions

Credible sites

Direct communications

Accessible

Anonymous participants

Abundance of unstructured data

Less control

15CONTROLLED CHAOS

16EVOLUTION OF THE ONLINE CUSTOMER PANEL

Internet openness

Social media

Close and open customer

relationships

Change in usage needs

Consumer Advocacy

Commitment

Participation

Co-creation

Web 2.0

17PANEL COMMUNITYFACTORS FOR SUCCESS:

Find the right participants

Communicate effectively in the panel

Ensure higher data quality

Connect with them on their terms and within their environments

Combine quant. & qual. online research

Encourage and incentivize panelists

Implement automatic feedback processes

+ + + +

18TREND & BEST PRACTICE: FUSION

Multiple target groups

Combine qualitative and quantitative data

Examination of survey contents

Feedback on results

Quick Polls with direct feedback

Delphi studies

Co creation

COMBINE: ONLINE QUESTIONNAIRES AND DISCUSSION FORUMS

Page fip

Feedback & Interakti

Whiteboards

Feedback & Interaktion

19TREND & BEST PRACTICE: WEB 2.0

Insert your own picture

Card sorting / shelf test

Insert your own ure

Card sorting

5. Summary

21TREND & BEST PRACTICE: FUSION

22AFTER LOGGING IN

23MANAGE WHICH INFORMATION TO SHARE

24FIND OTHERS: BY INTERSTS, LOCATION…

25PUSH OUT TO SOCIAL NETWORKING SITES

NOTE: Profile page and newsfeed exposure attracts new members

26PULL IN OUTSIDE SOCIAL ACTIVITY

27CHAT IN REAL TIME

28HAVE MULTIPLE THREADED “DISCUSSIONS”

29MEMBER-LED BLOAGS, UPLOADED FILES

30RATE (AND BE RATED BY) OTHER MEMBERS

31CROSS-PLATFORM ALERTS TO FEEDBACK OPPORTUNITIES

5. Summary

SOCIAL MEDIA’S IMPACT ON ADVOCACY

Increasingly fragmented communication environment

Consumers control their choices

Consumers are inundated with a constant barrage of messaging – which they tune out for sanity’s sake

What sticks in an attention economy?

Consumers list Word Of Mouth (WOM) and advice from friends and family as the primary influence on their decisions

Consumers are better marketers than marketers themselves

SOCIAL MEDIA’S IMPACT ON ADVOCACY

Great opportunity to engage directly with consumers

Many are recommending marketers focus more strongly on a new mix:

“Word of mouth marketing is changing the brand-building game -- to the point where even long-established brand giants are calling their traditional branding techniques into question.” – Harvard Business’ Discussion Leader

“Make your consumer an advocate: Shift marketing objectives from sending a message to facilitating conversations with and between consumers.” – Marketing and Media Ecosystem 2010 (ANA, IAB, AAAA, Booz Allen Hamilton)

35TWO ADVOCACY NETWORKS

2,500+ bloggers (primarily women) have agreed to receive news and information; engage in concept tests, etc.

Opportunity to “Join the Conversation” with influential consumers online.

It’s about the bloggers – their opinions, their interests and what is relevant to them.

More than 170k influential consumers who have agreed to receive new product news, behind the scenes looks at General Mills and special offers.

Members interested in new products generally and most in food specifically.

Influential consumers tend to talk with others about their new discoveries.

36MY BLOG SPARK PRESS

“Moms get access to products they and their kids will probably like, while General Mills gets some positive social media press. This is social media done right.”

37MY BLOG SPARK HOMEPAGE

38MY BLOG SPARK PERSONAL PAGE

39MY BLOG SPARK EXAMPLE

“Hey everyone, I am so excited to be part of this new network called MyBlogSpark. It’s a network where bloggers can get the scoop on new products to sample, prizes to give away …Yeah!”

40MY BLOG SPARK EXAMPLE

Date: September 26, Comments: 445http://islandlife808.com/giveaways/giveaway-pillsbury-savorings-flaky-pastry-bites// Kailani of Mommy Goggles said the

following:

“…when I had the opportunity to sample Pillsbury Savorings Flaky Pastry Bites, I jumped at the chance. I mean, who doesn’t love Pillsbury?”

EXAMPLE 2: PSST… COMMUNITY

INDIVIDUAL WEB PAGE

Progresso Broth

PSSST… Example

5. Summary

45SUMMARY

The rise of social media presents new opportunities to leverage existing platforms that will extend your dialogue

Social-Media enabled Panel Communities are a good start

Begin the process of surrender while controlling your insights

Fusion Research

Web 2.0 Surveys

Go beyond email

Consider an advocacy network

PANEL COMMUNITY “HOW TO” SERIESNEXT UP IN THE 5-PART EDUCATIONAL PROGRAM

I. THE PAYOFFS OF PANEL COMMUNITIES: WHAT YOU NEED TO KNOW

II. GET STARTED: 5 STEPS TO BUILDING A CUSTOM PANEL

III. ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE

IV. INNOVATE: PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE

V. OPTIMIZE: AUTOMATE AND INTEGRATE YOUR PANEL FOR GREATEST EFFICIENCIES AND IMPACT

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