Your SlideShare is downloading. ×
0
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Innovate: Panels and Advisory Communities in the Social Media Age
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Innovate: Panels and Advisory Communities in the Social Media Age

602

Published on

Presentation given as webinar on November 11th, 2009. Focuses on social media integration into market research processes

Presentation given as webinar on November 11th, 2009. Focuses on social media integration into market research processes

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
602
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
42
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. INNOVATE:PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE
    2 of 5 // PANEL COMMUNITY “HOW TO” SERIES
  • 2. PANEL COMMUNITY “HOW TO” SERIESA 5-PART EDUCATIONAL PROGRAM
    THE PAYOFFS OF PANEL COMMUNITIES: WHAT YOU NEED TO KNOW
    GET STARTED: 5 STEPS TO BUILDING A CUSTOM PANEL
    ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE
    INNOVATE: PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE
    OPTIMIZE: AUTOMATE AND INTEGRATE YOUR PANEL FOR GREATEST EFFICIENCIES AND IMPACT
    2
  • 3. I. THE PAYOFFS OF PANEL COMMUNITIES
    Private online communities engage{customers, employees, partners} and capture actionable insights that drive business improvement
    REACH
    REVENUE
    LOYALTY
    INNOVATION
  • 4. 4
    II. GET STARTED: THE 5 STEPS TO BUILDING A CUSTOM PANEL COMMUNITY
    Panel Site Development
    Recruitment Plans
    Registration & Profiling
    Incentive Plans
    Panel Lockouts & Hygiene
  • 5. 5
    III. ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE
    “The magic number”
    Segmentation & profiling
    Motivating response
    Multi-method approaches
    Web 2.0 survey design
    Card sorting / shelf test
    Whiteboards
    Page fip
  • 6. 6
    IV. INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE
    The Rise of Social Media
    Social Media & The Research Process
    Step 1 – Social Media Enabled Research
    Step 2 – Advocacy Networks
    Summary
  • 7. 7
    FROM CONSUMER TO PROSUMER
    TV
    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: ProsumeActively create your own content: comments, opinions, photos, video
    Source: www.absolit.de
  • 8. 8
    CHANGE IN THE USE OF THE WEB
    Who has a private blog?
    Who‘scompanyhas a blog?
    Who tweets in their spare time?
    Who tweetsforbusiness?
    Who has a Deliciousaccount?
    Who is on Facebook?
    Who in on LinkedIn?
    Who poststheirphotos on Flickr?
    Who…?
  • 9. 9
    CHANGE IN MEDIA USE
    Source: http://www.baekdal.com
  • 10. 10
    EXAMPLE: SOCIAL NETWORKS
  • 11. 11
    EXAMPLE: MICRO BLOGGING
  • 12. 12
    INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE
    The Rise of Social Media
    Social Media & The Research Process
    Step 1 – Social Media Enabled Research
    Step 2 – Advocacy Networks
    Summary
  • 13. 13
    PRO & CONS OF CLASSIC ONLINE RESEARCH
    Pros:
    Controlledconditions
    Methodical
    Clear resultsthatyoucananalyze
    Cons:
    “Clinical” environment
    Not muchfun
    Little opportunityforbignewideas
    Nodialogue
  • 14. 14
    PROS AND CONS OF SOCIAL MEDIA
    Pros:
    Clear opinions
    Crediblesites
    Directcommunications
    Accessible
    Cons:
    Anonymous participants
    Abundanceofunstructureddata
    Lesscontrol
  • 15. 15
    CONTROLLED CHAOS
  • 16. 16
    EVOLUTION OF THE ONLINE CUSTOMER PANEL
    Internet openness
    Close and open customerrelationships
    Change in usageneeds
    Participation
    Web 2.0
    Socialmedia
    Commitment
    Co-creation
    Consumer Advocacy
  • 17. 17
    PANEL COMMUNITY
    FACTORS FOR SUCCESS:
    Find therightparticipants
    Implementautomaticfeedbackprocesses
    Encourageandincentivizepanelists
    Combinequant. & qual. online research
    Communicateeffectively in thepanel
    Ensurehigherdataquality
    +
    +
    +
    +
    Connect withthem on theirterms and withintheirenvironments
  • 18. 18
    TREND & BEST PRACTICE: FUSION
    COMBINE: ONLINE QUESTIONNAIRES AND DISCUSSION FORUMS
    Multiple targetgroups
    Combine qualitative and quantitative data
    Examinationofsurveycontents
    Feedback on results
    Quick Polls withdirectfeedback
    Delphi studies
    Co creation
  • 19. Feedback & Interaktion
    Feedback & Interakti
    Whiteboards
    Page fip
    19
    TREND & BEST PRACTICE: WEB 2.0
    Insert your own ure
    Insert your own picture
    Card sorting / shelf test
    Card sorting
  • 20. 20
    INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE
    The Rise of Social Media
    Social Media & The Research Process
    Step 1 – Social Media Enabled Research
    Step 2 – Advocacy Networks
    Summary
  • 21. 21
    TREND & BEST PRACTICE: FUSION
  • 22. 22
    AFTER LOGGING IN
  • 23. 23
    MANAGE WHICH INFORMATION TO SHARE
  • 24. 24
    FIND OTHERS: BY INTERSTS, LOCATION…
  • 25. 25
    PUSH OUT TO SOCIAL NETWORKING SITES
    NOTE: Profile page and newsfeed exposure attracts new members
  • 26. 26
    PULL IN OUTSIDE SOCIAL ACTIVITY
  • 27. 27
    CHAT IN REAL TIME
  • 28. 28
    HAVE MULTIPLE THREADED “DISCUSSIONS”
  • 29. 29
    MEMBER-LED BLOAGS, UPLOADED FILES
    (Rosie Davies)
  • 30. 30
    RATE (AND BE RATED BY) OTHER MEMBERS
  • 31. 31
    CROSS-PLATFORM ALERTS TO FEEDBACK OPPORTUNITIES
  • 32. 32
    INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE
    The Rise of Social Media
    Social Media & The Research Process
    Step 1 – Social Media Enabled Research
    Step 2 – Advocacy Networks
    Summary
  • 33. 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
    33
  • 34. 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)
    34
  • 35. 35
    TWO 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.
  • 36. 36
    MY 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.”
  • 37. 37
    MY BLOG SPARK HOMEPAGE
  • 38. 38
    MY BLOG SPARK PERSONAL PAGE
  • 39. 39
    MY 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!”
  • 40. 40
    MY BLOG SPARK EXAMPLE
    Date: September 26, Comments: 445
    http://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?”
  • 41. EXAMPLE 2: PSST… COMMUNITY
  • 42. INDIVIDUAL WEB PAGE
  • 43. PSSST… Example
    Progresso Broth
  • 44. 44
    INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE
    The Rise of Social Media
    Social Media & The Research Process
    Step 1 – Social Media Enabled Research
    Step 2 – Advocacy Networks
    Summary
  • 45. 45
    SUMMARY
    The riseofsocialmediapresentsnewopportunitiestoleverageexistingplatformsthat will extendyourdialogue
    Social-Mediaenabled Panel Communities are a good start
    Begin theprocessof surrender whilecontrollingyourinsights
    Fusion Research
    Web 2.0 Surveys
    Go beyond email
    Consideran advocacynetwork
  • 46. PANEL COMMUNITY “HOW TO” SERIESNEXT UP IN THE 5-PART EDUCATIONAL PROGRAM
    THE PAYOFFS OF PANEL COMMUNITIES: WHAT YOU NEED TO KNOW
    GET STARTED: 5 STEPS TO BUILDING A CUSTOM PANEL
    ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE
    INNOVATE: PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE
    OPTIMIZE: AUTOMATE AND INTEGRATE YOUR PANEL FOR GREATEST EFFICIENCIES AND IMPACT
    46
  • 47. Globalpark providespanel, community and surveysoftwarethatenablesorganizations to manage whatmattersacrosstheenterprise. Bycapturingfeedback and trackingbehavior of customers, employees and partners, theygaininsightsthatdrivebetterbusinessdecisions. Byidentifying and empoweringinfluentialadvocates, theybuildreputation and extendreach.
    Founded in 1999, Globalpark softwareisGerman-engineered and globally-testedbyleadingbrands and topmarketresearchinstitutes, including: Continental, Daimler, General Mills, GfK, IDC, Nintendo, SonyBMG, TNS, Warner Music and Wrigley. Globalpark isstaffedbyrenownedresearchpioneers, withofficesacrossthe US, UK, Germany and Austria.
    ABOUT US
    Globalpark AG
    Kalscheurener Str. 19a
    50354 Cologne/Huerth
    Germany(Headquarters)
    Tel.: +49 2233 7933 6
    info@globalpark.de
    www.globalpark.de
    twitter/Globalpark
    Globalpark Inc.
    299 Broadway, 19th Floor
    New York, NY 10007
    United States of America
    Tel.: +1 888 299 9422
    info@globalpark.com
    www.globalpark.com
    twitter/Globalpark_News
    LOCATIONS
    Globalpark UK Ltd.
    5 Archie Street
    London SE1 3JT
    Great Britain
    Tel.: +44 207 403 3900
    info@globalpark.co.uk
    www.globalpark.co.uk
    GlobalparkOesterreichGmbH
    Wassergasse 25
    1030 Vienna
    Austria
    Tel.: +43 1715 0289 11
    info@globalpark.at
    www.globalpark.at
  • 48. © 2010 – Globalpark AG, Globalpark UK Ltd., Globalpark Inc., Globalpark Oesterreich GmbH
    The information contained in this publication is the property of Globalpark AG and its subsidiaries. Passing on and reproduction of this publication or any parts of it is only permitted with the express written approval of Globalpark AG or its subsidiaries.
    This publication is issued without any guarantee whatsoever. Information contained herein can be changed without prior notification. In addition Globalpark accepts no guarantee as to the exactness or completeness of the information, text, graphics, links and other items in this publication. This publication is a preliminary version, which is not subject to any valid licence agreement or other agreements with Globalpark.
    The software products offered by Globalpark AG, its subsidiaries and/or its distributors may contain software components of other software manufacturers. All products may show country-specific differences.
    Globalpark, Enterprise Feedback Suite, EFS, EFS Survey, EFS Panel, EFS Employee and EFS Leadership, other Globalpark products and services mentioned in the text and their corresponding logos are trademarks and can be registered trademarks of Globalpark AG and/or its subsidiaries in Germany and other countries worldwide. All other names of products and services are trademarks of their respective companies.

×