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PANEL COMMUNITIES:HOW MR AGENCIES CAN THRIVE IN A COMMUNITY-DRIVEN WORLD
DANIEL COATESPRESIDENT, GLOBALPARK // FEB 24, 2010
FREQUENTLY ASKED QUESTIONS
Can I get a copy of today’s presentation?
Is today’s webinar being recorded?
Can I ask questions during the event?
The answer is, YES
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3AGENDA
1. What‘s going on?Historical context, market dynamics & opportunities
2. Selling the Value
3. Creating a Vibrant Panel Community
4. Customer Examples
HOW MR AGENCIES CAN THRIVE IN A COMMUNITY-DRIVEN WORLD
HISTORICAL CONTEXT
A natural extension of online research, communities are the application of panel management tools to targeted groups where connections can be mined for insights from:
Consumers
Employees
Partners
Along the way, the marketing department realized that feedback has marketing & PR value
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CUSTOMERS RULE!
The locus of control is firmly in the hands of the consumer and the web is their weapon of choice
Product ideation
Product co-creation / collaborative design
Product reviews
Product ratings
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PRODUCT INNOVATION
CUSTOMERS RULE!
Not only is the product co-owned, so are messaging & marketing
Consumer blogs
Brand advocacy
House parties
WOM is the most trusted source of product information, making the consumer a better marketer than the brands themselves
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CAMPAIGN EFFECTIVENESS & MARKETING REACH
MARKET PRESSURES
The community market is crowded, with entrants from all angles:
Tech Providers
PR Agencies
CRM Providers
MR Agencies
Sites built to capture insights from the start will reap the most rewards
Advantage: MR Agencies!
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REQUIRED SKILLS
Community
Portal Development (Web development / database)
Recruitment (Web, email and offline)
Support (Managing complaints, interacting with members)
Research
Authoring survey content
Programming surveys
Drawing samples
Field management
Online reporting
Data analysis
Interpreting Results
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WHAT DOES IT TAKE TO BE SUCCESSFUL?
DIY MODEL
REQUIRED SKILLS
Community
Portal Development (Web development / database)
Recruitment (Web, email and offline)
Support (Managing complaints, interacting with members)
Research
Authoring survey content
Programming surveys
Drawing samples
Field management
Online reporting
Data analysis
Interpreting Results
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WHAT DOES IT TAKE TO BE SUCCESSFUL?
PARTNER WITH GP MODEL
SEIZE THE OPPORTUNITY
In 2010, over 60% of Fortune 1000 companies plan to have some kind of community for marketing use
Will it yield signal or noise?
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IT‘S YOURS FOR THE TAKING
17AGENDA
1. What‘s going on?Historical context, market dynamics & opportunities
2. Selling The Value
3. Creating Vibrant Panel Communities
4. Customer Examples
SELLING THE VALUE
Start by talking to existing clients, determining how to support their goals
Beyond your existing MR contacts
Underscore the value of a community that is representative & scientific:
Heavy, moderate & light users
Customers, lapsed customers & prospects
Fans AS WELL AS foes
Avoid being the source of a Tropicana Package Design scandal
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IDENTIFY A NEED & AVOID THE PITFALLS OF UNSCIENTIFIC POPULATIONS
DEFINING YOUR PANEL COMMUNITY OFFERING
1. Define your target audience
Organizations: Brands, Agencies, Associations, Networks
Stakeholders: Consumers, Advocates, Employees, Partners…
2. Identify opportunities and objectives
Product Innovation, Customer Loyalty, Campaign Effectiveness, Marketing Reach
3. Deliver the tools
Community & incentive management
Quantitative research
Qualitative insights
Generating insights
Linking online, mobile and offline activities
4. Go to market
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PACKAGING YOUR SOLUTION
20AGENDA
1. What‘s going on?Historical context, market dynamics & opportunities
2. Selling The Value
3. Creating Vibrant Panel Communities
4. Customer Examples
CREATING VIBRANT PANEL COMMUNITIES
The Payoffs of Proprietary Panel Communities
Get Started: The 5 Steps to Building a Panel Community
Engage: Focus on Respondents
Innovate: Research in the Social Media Age
Optimize: Take Control with Automation & Integration
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View recordings, register at www.globalpark.com/webinars
A 5-PART VIDEO SERIES
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Panel Site Development
Recruitment Plans
Registration & Profiling
Incentive Plans
Panel Lockouts & Hygiene
GET STARTED: THE 5 STEPS TO BUILDING A PANEL COMMUNITY
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Contact: “The magic number”
Segmentation & profiling
Motivating response
Multi-method approaches
Web 2.0 survey designPage fipWhiteboards
Card sorting / shelf test
ENGAGE: FOCUS ON RESPONDENTS
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Use social media to extend dialogues
Fuse quant and qual on one platform
Incorporate Web 2.0 Surveys
Go beyond email for invitations
Consider an advocacy network
INNOVATE: THE SOCIAL MEDIA AGE
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Focus on the insights, not the process
Look for opportunities to automate & streamline so that you have time to think
Create a symphony of collaboration
Don‘t let your panel get out of control – panel hygiene matters!
Interconnect your panel communitywith other business processes in order todrive maximal business value
OPTIMIZE: TAKE CONTROL WITH AUTOMATION & INTEGRATION
26AGENDA
1. What‘s going on?Historical context, market dynamics & opportunities
2. Selling The Value
3. Creating Vibrant Panel Communities
4. Customer Examples
27CUSTOMER EXAMPLE: ONLINE PANELS
AUTHENTIC RESPONSE
More than 4 million panelists
Heavily profiled
International, Multilingual
Consumer, B2B, Specialty
PUBLIC OPINIONS
~1 million members worldwide
Multilingual
Focus: consumers
28CUSTOMER EXAMPLE: ONLINE DIARIES
TNS WORLD
Online Diaries
Multilingual
International
Personal: diet, routine, shopping, activities…
29CUSTOMER EXAMPLE: ONLINE DIARIES
30CUSTOMER EXAMPLE: ONLINE DIARIES
CUSTOMER EXAMPLE: CUSTOMER ADVISORY
CUSTOMER CARE & CONSULTING
Advisory panel communities
~200,000 participants
Input on product design, development
Feedback on existing products
“Lifestyle” insights
Multi-client panel
B2C clients
Focus: customer base
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CUSTOMER EXAMPLE: INTERNAL MR
GENERAL MILLS
Advisory panels
Online and offline mix
Feedback on existing products
Input on product design, development
Consumer resource sites
Online and offline mix
Share opinions, coupons via existing social networks (FB…)
Word-of-mouth marketing
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SUMMARY
Hundreds (thousands!) of communities will be built this year
Research agencies are poised to add the greatest value
Continual monitoring of sentiment, behavior
Structured communities yielding accurate results
Measurable impact to product development, customer retention and marketing strategy
Globalpark is your best technology partner
Fully-integrated panel community and survey software
Efficient
Experienced
Non-competitive
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MR AGENCIES CAN THRIVE IN 2010...GLOBALPARK IS YOUR BEST PARTNER
THANK YOU...ANY QUESTIONS?
daniel.coates@globalpark.com
CONTINUE THE CONVERSATION ON TWITTER@Globalpark_News
COME SEE US IN PERSON 35
Daniel CoatesPresident, Globalpark Inc.+1 646 597 6725 x101daniel.coates@globalpark.com
CONTACT
Globalpark AGKalscheurener Str. 19a50354 HuerthGermany (Headquarters)Tel.: +49 2233 7933 6
Globalpark Inc.299 Broadway, 19th Floor New York, NY 10007United States of AmericaTel.: +1 888 299 9422
Globalpark UK Ltd.5 Archie Street London SE1 3JTGreat BritainTel.: +44 207 403 3900
LOCATIONS
Globalpark Oesterreich GmbHWassergasse 251030 ViennaAustriaTel.: +43 1715 0289 11
ABOUT USGlobalpark provides panel, community and survey software that enables organizations to manage what matters across the enterprise. By capturing feedback and tracking behavior of customers, employees and partners, they gain insights that drive better business decisions. By identifying and empowering influential advocates, they build reputation and extend reach.
Founded in 1999, Globalpark software is German-engineered and globally-tested by leading brands and top market research institutes, including: Continental, Daimler, General Mills, GfK, IDC, Nintendo, SonyBMG, TNS, Warner Music and Wrigley. Globalpark is staffed by renowned research pioneers, with offices across the US, UK, Germany and Austria.