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Web2.0 And Communities


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Shaping The Future Of Your Company Using Online Research Communities. Presented at the 2009 Marketing and Consumer Intelligence Conference, Sydney

Shaping The Future Of Your Company Using Online Research Communities. Presented at the 2009 Marketing and Consumer Intelligence Conference, Sydney

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  • 1. Beyond Web2.0 y Shaping The Future Of Your Company Using Online Research Communities February 27th 2009 Peter Harris National President AMSRS, Managing Director Colmar Brunton
  • 2. 2
  • 3. What is Wh i a market research online community 3
  • 4. “It’s research Jim but not as we know it ” it. Well said. 4
  • 5. + Private, branded, online space , where 100’s or 1000’s of invited consumers or prospects regularly spend time generating ideas, offering p p g y p g g , g advice to you and to one another, sharing experiences and feelings, discussing trends, and helping you figure out your marketing and business issues. 5
  • 6. Simply Put.... “Ongoing dialogue with the people that will help you shape the people future of your company” Forrester Research 6
  • 7. All departments from A private branded online Your communities your company can engage community i a di l it is dialogue ffocused d conversations with your ti ith and benefit from the on improving your offering brand community Marketing Innovation Research Retail Brand Strategic Sales Planning Community Customer HR Service 7
  • 8. 8
  • 9. What are the features market research online community 9
  • 10. Member Qualification 10
  • 11. Branded 11
  • 12. Discussions 12
  • 13. Polls 13
  • 14. Surveys 14
  • 15. Activities 15
  • 16. Online Focus Groups 16
  • 17. Analysis & Reporting 17
  • 18. Why Wh market research online community 18
  • 19. MROC can lead to new ideas, better products and more relevant messages 19
  • 20. Dells IdeaStorm Community Community results at a glance • 1 Customer has saved Dell $1million in support costs • 9,000 ideas contributed • 4 000 comments 4,000 • 120 ideas put into practice 20
  • 21. Starbucks Community results at a glance • 50 000 ideas submitted in first 4 months 50,000 • Thousands of blog posts and customer conversations about the brand 21
  • 22. Mini-USA Community results at a glance • 75% of mini owners in the US are part of the online community. • 50% of all sales leads are generated through the social media marketing. • Cost per lead on site is $15‐20; in the showroom it’s closer to $800 it s $800. • In 2003 the site generated 12,000 qualified leads (target through all avenues was 25,000). • 53% of the growth in consumer advocacy was realised in growth in revenue from sales. 22
  • 23. Obama Community results at a glance • 500 million blog postings mentioned Obama vs. 150 million mentioning McCain • Obama had 844, 927 MySpace friends vs. McCain’s 219,404 • Obama gained over 10,000 new MySpace ‘friends’ in the 24 hours leading up to election day. 23
  • 24. Case Study: Easy Jet Europe’s 4th largest airline Low cost + customer advocacy proposition 165 aircraft / 400 routes / 28 countries / 38m+ passengers (2007) / 1,050+ daily departures Vision T be the best low Vi i ‐To b th b t l fares airline in the world 24
  • 25. “Our whole brand is created out of customer contact and the experience customers have with us – therefore our success is based on listening to them” - Stelios Haji-Ioannou, EasyJet founder and Serial Entrepreneur 25
  • 26. Situation Insights to innovate more rapidly and keep up with the fast evolving airline market place Harness customer intelligence to inform better decision making Low cost / efficient / real time tool required to support business model 26
  • 27. Actions Developed private brand community 2,000 participants p p Customers who have flown easyJet in the last 12 months New Topics introduced each week 90 topics i l 6 months i in last h Recent topics include: 27
  • 28. Example Topic: Boarding Processes Challenge: easyJet had seen year on year improvements across the majority of key customer satisfaction measures with exception of the boarding process. There was a need to understand customer perceptions of the boarding process in more detail, what is preventing improvement and how should easyJet be addressing these. 28
  • 29. Example Topic: Boarding Processes Online post in Discussion community Analysis & feedback report prototype 29
  • 30. Conclusions Blueprint for ongoing dialogue with easyJet customers Cost benefits of approach ‐ re‐assessment of research pp planning process More opportunity for research coverage/dialogue Indication of how we will talk to customers in the future It has further highlighted the need for client and agency research teams to work differently. 30
  • 31. Operating in a silo without customer input can lead to problems 31 Adapted from Forrester Research presentation ‘Customer Collaboration’
  • 32. Marketers today still do not collaborate enough with consumers throughout innovation processes 32
  • 33. But wait! Consumers don’t know what they want! “Had “H d I asked end customers, all k d d t ll they would have said is that they need a faster horse.” Henry Ford 33
  • 34. Marketers have a variety of tools and techniques beyond simply asking a question 34
  • 35. Consumers are willing to participate in online company communities Of online adults say they are willing to participate company online communities to develop p products & services Your Source; Australians 18+; online users 35
  • 36. Willingness spans a variety of areas Interacting with Having a direct other community impact on the members company Getting a behind‐ 48% 58% the‐scenes the scenes look at the company 61% Interacting with company d i i decision What would be makers of interest if you 49% joined a brand Giving input on Previewing/Input on community? advertising/marketin g/ new product's/services product s/services g campaigns before anyone else 68% 84% Other 4% Your Source; Australians 18+; online users; say they are willing to participate in company online communities 36
  • 37. MROC Pays Off Better products Customer Customer More efficient engagement, & services innovation / NPD acquisition advocacy & loyalty • Understanding • Testing ideas • Showing loyal • Learning why customer earlier i the li in h customers that h non‐customers challenges, needs, development their opinions aren’t buying and ideas process to get matter from you • Gaining new cheaper and more • Empower people • Engaging new perspectives on real time real‐time through the target segments the overall feedback ability to impact early to transition experience • Understanding decisions through them to future interest levels to ownership in the buyers p prioritize new p process innovation initiatives 37
  • 38. How does it compare to other forms of market research 38
  • 39. • More research, for less (rule of thumb: twice the research at half the cost) • F t responses Faster • Reduced surveying costs • Richer quality of responses • More brand contact with marketing partners / stakeholders • Refocus and realign the organisation around the customer 39
  • 40. Focus Group Online Community Medium In person Online Participant Size p 8‐12 100s‐1000s Respondent Bias Medium Low Time Frame 2 hours Years Turnaround Time Weeks‐Months Hours‐Days Geography Metro Worldwide Cost Variable Fixed Cost per Response High Low Methodology M h d l Qualitative Q li i Qualitative Q li i & Quantitative 40
  • 41. What Works 1. Clear communication 2. 2 Active company participation 3. Engaging content – rich media 4. Showing impact of participation 5. Ceding some control of the agenda 6. Regular contact – weekly or fortnightly g g 7. Using a variety of tools 8. Company wide involvement & partner support 9. Rewarding the community – discounts, invitation to special events 41
  • 42. What Doesn't 1. Not having clear objectives 2. 2 Being absent You must show‐up absent. 3. Not recognising contributions 4. Not being conversational 5. Not being transparent 6. Not demonstrating action g 7. Treating people as respondents to research 8. Not having the Your Community platform and team in your corner 42
  • 43. Research communities offer fresh insights for accelerated innovation innovation. At the end of the day, it should connect you with y your community y 43
  • 44. Your Community Join the Conversation 44
  • 45. 45