Date post: | 17-Oct-2014 |
Category: |
Business |
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Community Panels
Pandora’s Box or Panacea
January 2011
Monique MordenPresident, Global Partner Program
Definition
• Slightly different models
• All the same premise
Community
Community Panel Panel
MROC
• All the same premise
• Private
• Closed
• Member to member interactions
Recruit Challenges• Easy-er when you have email lists
• Tricky-er when you don’t
• Purchased recruit
• Websites
• Social media• Social media
• Direct mail
• On-site
• Post of sale
• Media (TV, Print, Radio, Online)
• Sales force
• Etc
Portal Challenges• Designing the portal
• Everyone is a creative expert/critic
• Developing content
• Updating content
• Managing multi-lingual portals• Managing multi-lingual portals
Project/Activity Examples
Letter to the Executive
Rant and Rave about a topic or experience
Video Ethnography
Make a 3-5 minutes video about…
Ideation
Bring back this product from the 1950’s…
Picture Sharing
Share a picture of what comes to mind when you
think about…
Highlighter
Text or images, isolate areas, follow up discussion
Storytelling (Context, Attitudes, Feedback)
Tell us a story of a memorable experience
think about…
Personality Assessment
What words come to mind when you think of this
brand?
Content Management
What/who do you want to see more of and less
of?
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Design Challenges• Managing respondent burden
• Matching incentive plan with research plan
• Managing forums
• Shifting approach from custom research to
community panel research
• Managing client
Analysis Challenges• Lots of information
• Analyzing open ends and forum content
• Speed of analysis
• The colliding of quant and qual
• Analyzing images/videos• Analyzing images/videos
Discussion Analysis• Connect qual and quant data
• Profile individual members
• Filter Posts
• Key word search
• Examine by time period
• Export for further analysis
Reporting Challenges• Lots of information
• Speed of analysis
• Format, frequency, audiences
• Snapshots and holistic views
• Communicating to internal stakeholders• Communicating to internal stakeholders
Member Retention
Incentives
Solve
Advice and Knowledge
Draws
Participation based
IntrinsicExtrinsic
Rant and Rave
Reputation
Network
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Types of Incentives
Recruit or Welcome Incentive
Survey & Forum Incentives
Surprise & Delights
Special Projects
Welcome
Electronic product voucher/discount
Monthly Contest
2 winners ofcash
Monthly Reward for Best Quotes
Cash
More time intensive projects
Eg: 25 participants,
$X / month
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Engagement Challenges• Designing the right incentive program
• Feedback mechanisms
• Newsletters
• Portal content• Portal content
• Tone
• Authenticity
Global Challenges• Translation
• Surveys, Forums, Portal, Invites,
Reminders, Newsletters
• Context
• Brand, market, issue
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• Forums
• Moderation, analysis, reporting