Best prac:ces in crea:ng and maintaining community engagement - Ray Poynter - Communities

1. A
Presenta*on
from
the
NewMR
Communi*es
Event
15
February
2013
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Event
Sponsor
Best
prac:ces
in
crea:ng
and
maintaining
community
engagement
Ray
Poynter
Vision
Cri:cal
University

2. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Best
prac*ces
in
crea*ng
and
maintaining
community
engagement
Ray
Poynter
Director,
Vision
Cri:cal
University
Author,
The
Handbook
of
Online
and
Social
Media
Research

3. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013

4. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
The
response
rate
equa*on
Higher
response
rates
mean
$ Cheaper
research
· Faster
research
J Be?er
research
Engagement
=
key
tool
for
high
response
rates

5. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Engaging?
A. Members
B. Stakeholders

6. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Hard
Cases
1. Zero
customer
associa:on
2. B2B,
hard
to
reach,
C-­‐suite

7. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013

8. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013

9. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Crea:ve
recruitment
channels

10. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Being
brave
pays
off!

11. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
A
taste
of
some
of
the
social
buzz…

12. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Tone
of
voice

13. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Variety
of
topics

14. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Contextual
ques:ons

15. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Feedback,
feedback,
feedback

16. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Feedback,
feedback,
feedback

17. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
The
third
challenge
Engaging internal stakeholders
Engaging external stakeholders

18. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Infographics

19. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
External
stakeholders

20. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
UK Institute of Directors

21. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Who are the Policy Voice members?
3,000
Policy
Voice
members
MD,
CEO,
CFO
etc.
Member
profile
85%
are
male
90%
are
between
40-­‐69
years

22. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Engagement Through Impact

23. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013

24. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Credibility and Engagement
No
fewer
than
1,000
completes
per
survey
Only
one
survey
a
month
to
set
expecta*ons
All
member
comments
are
reviewed
Engaging
Visible
results
Consistent
comple*on
rate
of
45%

25. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
What the members say
“Policy
Voice
lets
me
have
more
say
in
what
ma1ers
to
me
than
my
vote
in
a
general
elec6on
does.”
“I
feel
that
I
am
given
the
chance
to
use
my
voice
in
a
far
more
effec3ve
way
than
any
other
available
to
me
as
a
businessman.”
“Taking
part
has
provided
me
with
the
opportunity
to
take
a
closer
look
at
my
company
from
angles
that
I
might
not
normally
examine
the
business
from.”

26. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Six
Engagement
Tips
1. Have
a
plan
2. Measure
your
engagement
and
set
targets
3. Engage
community
members
AND
stakeholders
4. Do
the
obvious,
e.g.
engaging
surveys,
newsle?ers,
videos,
personali:es
etc.
5. Vary
the
tasks,
including
complex
and
demanding
tasks
6. Target
tasks
to
the
right
respondents

27. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Q
&
A
Tom De Ruyck, InSites Consulting, Belgium
Session 2: Research Communities, March 15, 2013
Ray
Poynter
Vision
Cri:cal
University
Peter
Harris
Vision
Cri:cal