The Payoffs of Proprietary Panels: What You Need to Know

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Webinar given on 9-16-09 with Quirks. Part 1 of the Manage What Matters: Proprietary Panels webinar series

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The Payoffs of Proprietary Panels: What You Need to Know

  1. 1. PANEL COMMUNITIES: WHAT YOU NEED TO KNOW 1 OF 5 // PANEL COMMUNITY “HOW TO” SERIES
  2. 2. PANEL COMMUNITY “HOW TO” SERIES 2 A 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
  3. 3. AGENDA 3 1. Introduction to Globalpark 2. What is a panel community? 3. Strategies and keys to success 4. The Payoff! (Examples) 5. Summary
  4. 4. GLOBALPARK: WHAT WE DO 4 ONLINESOFTWARE FOR ENTERPRISE-WIDE FEEDBACK MANAGEMENT Gain insights from the people that matter most: HUMAN RESOURCES Consumers Employees Partners PUBLIC …more! RELATIONS MARKETING RESEARCH
  5. 5. GLOBALPARK: WHAT WE DO 5 ONLINESOFTWARE TO ENGAGE, LISTEN TO & ACT ON {CUSTOMER} FEEDBACK • Build a feedback platform • Panel and/or community Engage • Analyze responses to questions, surveys (quantitative) • Observe self-led discussions, actions (qualitative) Listen • 1:1, for more effective individual interactions • 1:many, for improved product/service/strategy Act
  6. 6. GLOBALPARK: CLIENTS AND RESULTS 6 BROADCASTING THE VOICE OF THE CUSTOMER INTO EVERYDAY BUSINESS PRODUCT CUSTOMER CAMPAIGN MARKETING INNOVATION LOYALTY EFFECTIVENESS REACH
  7. 7. AGENDA 7 1. Introduction to Globalpark 2. What is a panel community? 3. Strategies and keys to success 4. The Payoff! (Examples) 5. Q&A
  8. 8. PANEL COMMUNITIES: 8 A DIRECT CHANNEL TO YOUR CUSTOMERS Get on-demand insights to...
  9. 9. ACTIONABLE INSIGHTS ARE KEY 9 FOR MARKET SUCCESS Drive product innovation Increase customer loyalty Market Improve campaign effectiveness Extend marketing reach
  10. 10. 10 product innovation Insights for customer loyalty Market campaign effectiveness marketing reach
  11. 11. A PANEL COMMUNITY IS BASED ON 11 RECIPROCITY Get insights on-demand Involvement: • insider access Involvement • Incentives (points, prizes) • Impact
  12. 12. PANEL COMMUNITY IN ACTION: 12 ENGAGE. LISTEN. ACT!. product innovation Insights customer loyalty Market Involvement campaign effectivity marketing reach ENGAGE. LISTEN. ACT!
  13. 13. 13 2. HOW DOES A PANEL COMMUNITY WORK?
  14. 14. HOW A PANEL COMMUNITY WORKS 14 Globalpark Panel Community Your What they What they talk Where all that customers. think. about. happens.
  15. 15. PANEL MGMT 15 Globalpark Panel Community What they What they talk Where all that Panel think. about. happens. Management for 200 to 2 million members: recruiting, grouping, sampling, incentivization, panel quality
  16. 16. POST PANEL 16 Globalpark Panel Community Panel What they What they talk Where all that Management think. about. happens.
  17. 17. SURVEY 17 Globalpark Panel Community Panel Surveys & What they talk Where all that Management about. happens. “asking questions” Get feedback through state-of- the-art online and mobile questionnaires, surveytainment
  18. 18. POST SURVEY 18 Globalpark Panel Community Panel What they talk Where all that Management Survey about. happens.
  19. 19. COMMUNITY 19 Globalpark Panel Community Panel Where all that Management Survey Community & happens. “observation” Moderated or self-led chats, forums; blogs, ratings, search; social networking integration
  20. 20. POST COMMUNITY 20 Globalpark Panel Community Panel Where all that Management Survey Community happens.
  21. 21. WEBSITE 21 Globalpark Panel Community Panel Community Where it all Management Survey oolbox happens. Website The primary place to interact with your customers, and where they meet each other
  22. 22. THE FOUR PARTS OF A PANEL COMMUNITY, 22 TECHNICALLY SPEAKING. Globalpark Panel Community Panel Management Survey Community Website
  23. 23. PANEL COMMUNITY BENEFITS 23 Rapid turnaround Low cost Longitudinal insights Consumer empowerment Reliable results
  24. 24. AGENDA 24 1. Introduction to Globalpark 2. What is a panel community? 3. Strategies and keys to success 4. The Payoff! (Examples) 5. Summary
  25. 25. IT TAKES A RESEACHER… 25 To be successful, panel communities require care & feeding More panels die of neglect than overuse Panelists need to be kept engaged & involved Companies that enable feedback across multiple departments see exponential increases in value Don’t go it alone! MR agencies have all the skills necessary to add value to your proprietary panel
  26. 26. ARE YOU READY FOR A PANEL COMMUNITY? 26 Important Questions to Ask Yourself Does the demand exist for more customer insight? Do the touch-points exist to recruit members? Do you have the required skills in-house, or do you need outside assistance? Survey design & data analysis Operational assistance Community management
  27. 27. KEYS TO SUCCESS 27 Planning Infrastructure Support Encouragement
  28. 28. NEXT STEPS* IMPLEMENTAION 28 Q: A: How does one go about building Consider the deployment options an advisory community? and how they match with your skills, resources, budgets and timing Full service Self service Collaborative *HINT: VIEW OUR PANEL COMMUNITY “HOW TO” SERIES!
  29. 29. AGENDA 29 1. Introduction to Globalpark 2. What is a panel community? 3. Strategies and keys to success 4. The Payoff! (Examples) 5. Summary
  30. 30. GENERAL MILLS DOES MORE WITH LESS 30 CASE STUDY Goals Test new product concepts among key targets Household composition Where they shop What they buy Invite panelists within the Minneapolis market area for sensory testing at their test kitchens
  31. 31. GENERAL MILLS DOES MORE WITH LESS 31 CASE STUDY Solution General Mills deployed a number of advisory communities to conduct qualitative & quantitative research Respondents recruited via multiple methods Segmentation and profiling enables targeting according to household composition, the types of products bought and where they shop
  32. 32. GENERAL MILLS DOES MORE WITH LESS 32 CASE STUDY Results At-the-ready respondents scale research efforts while keeping costs down Project volumes have increased to 1,500+ per year Per project costs have been reduced to <$2,500
  33. 33. ESPRIT DRIVES REVENUE 33 CASE STUDY Goals Esprit At-A-Glance Amplify the voice of the customer • Founded in 1968 across the entire business •Sold in 5 continents, 40+ countries • 640 freestanding stores Create market-driven products/offers • Over 12,000 wholesale customers • 20,000+ products designed each year Be able to quickly impact sales • 12 product lines for women, men, kids
  34. 34. ESPRIT DRIVES REVENUE 34 CASE STUDY Solution 1.5 million member panel community Recruitment with valued customer club, newsletters and raffles Systematic product testing Coupon incentive management
  35. 35. ESPRIT DRIVES REVENUE 35 CASE STUDY Results Increased revenue attributed to market- driven product development, marketing Decreased campaign testing Costs More efficient tracking and management Engaged Increased of customer communications Customers Revenues On-demand lever to control sales activity via coupon system Engaged customers
  36. 36. AGENDA 36 1. Introduction to Globalpark 2. What is a panel community? 3. Strategies and keys to success 4. The Payoff! (Examples) 5. Summary
  37. 37. THE PAYOFFS OF PANEL COMMUNITIES 37 Private online communities engage {customers, employees, partners} and capture actionable insights that drive business improvement INNOVATION LOYALTY REVENUE REACH
  38. 38. PANEL COMMUNITY “HOW TO” SERIES 38 A 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
  39. 39. ABOUT US 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. Globalpark AG Globalpark Inc. LOCATIONS Kalscheurener Str. 19a 299 Broadway, 19th Floor 50354 Cologne/Huerth New York, NY 10007 Germany(Headquarters) United States of America Tel.: +49 2233 7933 6 Tel.: +1 888 299 9422 info@globalpark.de info@globalpark.com www.globalpark.de www.globalpark.com twitter/Globalpark twitter/Globalpark_News Globalpark UK Ltd. GlobalparkOesterreichGmbH 5 Archie Street Wassergasse 25 London SE1 3JT 1030 Vienna Great Britain Austria Tel.: +44 207 403 3900 Tel.: +43 1715 0289 11 info@globalpark.co.uk info@globalpark.at www.globalpark.co.uk www.globalpark.at
  40. 40. © 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.

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