Managing communities in-house The role of the client in a successful online community
Is it just me, or does everybody seem to be talking about Online Communities…
And communities are great!
<ul><ul><ul><li>For: </li></ul></ul></ul><ul><ul><ul><ul><li>Speed of response </li></ul></ul></ul></ul><ul><ul><ul><ul><l...
But we risk missing out on the bigger opportunity
This is your brand’s direct line to the customer
 
So how do you do it? So how do you do this?
Three ways for clients to get involved
Add value to the community
Think incentives (but don’t think money)
So what kind of benefits could you expect?
Completion rate for 3 month ethnographic study? ↑ 180%
Active participation rate in the online community? 80%+
Cost of incentivising the research? £0
Benefits you can bring to other parts of your business? Priceless
So dive in. Don’t let the agency have all the fun!
That’s it… <ul><li>Matt Rhodes </li></ul><ul><li>FreshNetworks </li></ul><ul><li>[email_address] </li></ul><ul><li>020 769...
Photo credits <ul><li>Slide 5: In Flight, Shavar (www.flickr.com/photos/shavar/30536761/) </li></ul><ul><li>Slide 6: tin c...
Getting the client involved in the online community
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Getting the client involved in the online community

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How a client could (and indeed should) get involved in their online research community.

Presentation from the MRS Online Research Methods (London June 2009)

Published in: Sports, Technology, Business
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Getting the client involved in the online community

  1. 1. Managing communities in-house The role of the client in a successful online community
  2. 2. Is it just me, or does everybody seem to be talking about Online Communities…
  3. 3. And communities are great!
  4. 4. <ul><ul><ul><li>For: </li></ul></ul></ul><ul><ul><ul><ul><li>Speed of response </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Quality of insight </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Focus on the customer </li></ul></ul></ul></ul><ul><ul><ul><ul><li>More efficient research </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Increase advocacy </li></ul></ul></ul></ul>
  5. 5. But we risk missing out on the bigger opportunity
  6. 6. This is your brand’s direct line to the customer
  7. 8. So how do you do it? So how do you do this?
  8. 9. Three ways for clients to get involved
  9. 10. Add value to the community
  10. 11. Think incentives (but don’t think money)
  11. 12. Linking internally Build the links into the business and make sure they benefit too
  12. 13. So what kind of benefits could you expect?
  13. 14. Completion rate for 3 month ethnographic study? ↑ 180%
  14. 15. Active participation rate in the online community? 80%+
  15. 16. Cost of incentivising the research? £0
  16. 17. Benefits you can bring to other parts of your business? Priceless
  17. 18. So dive in. Don’t let the agency have all the fun!
  18. 19. That’s it… <ul><li>Matt Rhodes </li></ul><ul><li>FreshNetworks </li></ul><ul><li>[email_address] </li></ul><ul><li>020 7692 4199 </li></ul><ul><li>@mattrhodes </li></ul><ul><li>blog.freshnetworks.com </li></ul>
  19. 20. Photo credits <ul><li>Slide 5: In Flight, Shavar (www.flickr.com/photos/shavar/30536761/) </li></ul><ul><li>Slide 6: tin can phone, K!T (www.flickr.com/photos/kitcowan/2103850699/) </li></ul><ul><li>Slide 7: RETHINK, venegas (www.flickr.com/photos/venegas/5549123/) </li></ul><ul><li>Slide 8: Question mark in Esbjerg, alexanderdrachmann (www.flickr.com/photos/drachmann/327122302/) </li></ul><ul><li>Slide 9: Rub a dub dub, John Carleton (www.flickr.com/photos/johncarleton/2422621568/) </li></ul><ul><li>Slide 11: Avaricia, Salinas | Photography (www.flickr.com/photos/chinosart/246215122/) </li></ul><ul><li>Slide 13: Swing Chain, Bob.Fornal (www.flickr.com/photos/fornal/385054886/) </li></ul><ul><li>Slide 14: ascent to the heavens, Shery Han (www.flickr.com/photos/sheryh/2188673386/) </li></ul><ul><li>Slide 19: Two boys jumping & diving. Dos chicos saltando al agua, Xosé Castro (www.flickr.com/photos/cibergaita/62123585/) </li></ul>

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