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Panel Communities for MR Industry: How MR Agencies Can Thrive In Community-Driven World
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Panel Communities for MR Industry: How MR Agencies Can Thrive In Community-Driven World

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In 2010, 60% of Fortune 1000 companies are expecting to have some form of online community for marketing use. What does this mean for you? A significant opportunity to get closer to your clients by …

In 2010, 60% of Fortune 1000 companies are expecting to have some form of online community for marketing use. What does this mean for you? A significant opportunity to get closer to your clients by helping them get closer to their customers!

As a researcher, you are uniquely positioned to provide your clients instant, on-demand access to customers, with the ability to monitor behavior and sentiment over time.

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  • Since “communities” can have multiple owners within an organization, the market for standard community capabilities is crowded, with entrants coming from all angles:Tech ProvidersPRCRMMR AgenciesIt’s relatively difficult to develop the skills to mine conversations and survey data for insights, giving MR practitioners a distinct advantage when building the corporate ‘feedback channel’
  • With all of the players racing into the field, it’s important to differentiateStart by talking to existing clients, determining how to support their goalsUnderstand that your MR contacts may not be on the inside track of the internal marketing community discussionUnderscore the value of a community that is representative & scientificHeavy, moderate & light usersCustomers, lapsed customers & prospectsFans AS WELL AS foesUnderstand that a catch as catch can community is at best a directional deviceAvoid being the source of a“Dewey Defeats Truman”, or Tropicana Package Design scandal
  • All available from our website Events page
  • TNS Worldpanel Diaries: Food, Personal Hygiene, Shopping, Women (Korea)Uses Globalpark online diary technology with the goal of creating a future-proof and systematic extension to TNS Consumer ResearchFully integrated into TNS worldwide database and workflowsAutomatic set up of new questionnaires based on TNS worldwide databaseSophisticated interactive questionnaire structure with AJAXBar code scanner integratedBenefits for TNS: Faster trend-spotting and pattern detection“more with less” due to the efficiency of the platform and process
  • Example of an agency who uses our platform to host customer advisory panel communities for clients such as BMW and Mars (as in chocolate: M&Ms, Mars bars; and pet food: whiskas, pedigree)BMW: asked customers about 2009 car models (familiarity, like/dislike, suggestions for improvement…) and online services (usage, helpfulness…)Mars: asked customers about packaging/products, in addition to lifestyle insights (example – MARS: When, Why, How people eat chocolate (food diary); PET BRANDS: human/pet relationships, attitudes, daily routines)
  • Experienced: over 10 years in panel; 2 in community
  • MRC: Over 100 people attending from around the world, with speakers from Coca-Cola, Google, Nokia, Ipsos and KantarARF: March 22-23 in NYC.
  • Transcript

    • 1. PANEL COMMUNITIES:HOW MR AGENCIES CAN THRIVE IN A COMMUNITY-DRIVEN WORLD
      DANIEL COATES
      PRESIDENT, GLOBALPARK // FEB 24, 2010
    • 2. 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
      2
    • 3. 3
      AGENDA
      HOW MR AGENCIES CAN THRIVE IN A COMMUNITY-DRIVEN WORLD
      What‘s going on?Historical context, market dynamics & opportunities
      Selling the Value
      Creating a Vibrant Panel Community
      Customer Examples
    • 4. 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
      4
    • 5. 5
    • 6. 6
    • 7. 7
    • 8. 8
    • 9. 9
    • 10. 10
    • 11. CUSTOMERS RULE!
      PRODUCT INNOVATION
      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
      11
    • 12. CUSTOMERS RULE!
      CAMPAIGN EFFECTIVENESS & MARKETING REACH
      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
      12
    • 13. 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!
      13
    • 14. 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
      14
      WHAT DOES IT TAKE TO BE SUCCESSFUL?
      DIY MODEL
    • 15. 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
      15
      WHAT DOES IT TAKE TO BE SUCCESSFUL?
      PARTNER WITH GP MODEL
    • 16. SEIZE THE OPPORTUNITY
      IT‘S YOURS FOR THE TAKING
      In 2010, over 60% of Fortune 1000 companies plan to have some kind of community for marketing use
      Will it yield signal or noise?
      16
    • 17. 17
      AGENDA
      What‘s going on?Historical context, market dynamics & opportunities
      Selling The Value
      Creating Vibrant Panel Communities
      Customer Examples
    • 18. SELLING THE VALUE
      IDENTIFY A NEED & AVOID THE PITFALLS OF UNSCIENTIFIC POPULATIONS
      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
      18
    • 19. DEFINING YOUR PANEL COMMUNITY OFFERING
      PACKAGING YOUR SOLUTION
      Define your target audience
      Organizations: Brands, Agencies, Associations, Networks
      Stakeholders: Consumers, Advocates, Employees, Partners…
      Identify opportunities and objectives
      Product Innovation, Customer Loyalty, Campaign Effectiveness, Marketing Reach
      Deliver the tools
      Community & incentive management
      Quantitative research
      Qualitative insights
      Generating insights
      Linking online, mobile and offline activities
      Go to market
      19
    • 20. 20
      AGENDA
      What‘s going on?Historical context, market dynamics & opportunities
      Selling The Value
      Creating Vibrant Panel Communities
      Customer Examples
    • 21. 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
      21
      A 5-PART VIDEO SERIES
      View recordings, register at www.globalpark.com/webinars
    • 22. Panel Site Development
      Recruitment Plans
      Registration & Profiling
      Incentive Plans
      Panel Lockouts & Hygiene
      22
      Get Started: The 5 Steps to Building A panel community
    • 23. Contact: “The magic number”
      Segmentation & profiling
      Motivating response
      Multi-method approaches
      Web 2.0 survey design
      Card sorting / shelf test
      Whiteboards
      Page fip
      23
      Engage: Focus on Respondents
    • 24. INNOVATE: THE SOCIAL MEDIA AGE
      Use social media to extend dialogues
      Fusequant and qual on oneplatform
      Incorporate Web 2.0 Surveys
      Go beyondemailforinvitations
      Consider an advocacynetwork
      24
    • 25. 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
      25
      Optimize: Take Control with Automation & Integration
    • 26. 26
      AGENDA
      What‘s going on?Historical context, market dynamics & opportunities
      Selling The Value
      Creating Vibrant Panel Communities
      Customer Examples
    • 27. CUSTOMER 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
      27
    • 28. CUSTOMER EXAMPLE: ONLINE DIARIES
      TNS WORLD
      Online Diaries
      Multilingual
      International
      Personal: diet, routine, shopping, activities…
      28
    • 29. CUSTOMER EXAMPLE: ONLINE DIARIES
      29
    • 30. CUSTOMER EXAMPLE: ONLINE DIARIES
      30
    • 31. 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
      31
    • 32. 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
      32
    • 33. 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
      33
      MR AGENCIES CAN THRIVE IN 2010...GLOBALPARK IS YOUR BEST PARTNER
    • 34. THANK YOU...ANY QUESTIONS?
      daniel.coates@globalpark.com
      CONTINUE THE CONVERSATION ON TWITTER
      @Globalpark_News
    • 35. COME SEE US IN PERSON
      35
    • 36. ABOUT US
      Globalpark 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.
      Globalpark AG
      Kalscheurener Str. 19a
      50354 Huerth
      Germany(Headquarters)
      Tel.: +49 2233 7933 6
      Globalpark Inc.
      299 Broadway, 19th Floor
      New York, NY 10007
      United States of America
      Tel.: +1 888 299 9422
      LOCATIONS
      Globalpark UK Ltd.
      5 Archie Street
      London SE1 3JT
      Great Britain
      Tel.: +44 207 403 3900
      Globalpark Oesterreich GmbH
      Wassergasse 25
      1030 Vienna
      Austria
      Tel.: +43 1715 0289 11
      Daniel Coates
      President, Globalpark Inc.
      +1 646 597 6725 x101
      daniel.coates@globalpark.com
      CONTACT