B2B Community Panels

243 views

Published on

Tips and Tricks on B2B Community panels from Mike Stevens, and Daniel Alexander-Head of Vision Critical.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
243
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

B2B Community Panels

  1. 1. Presenter MCMike Stevens Daniel Alexander-HeadMD, UK Vice President MarketingVision Critical Running B2B Community Panels 30 May 2012
  2. 2. Agenda  What?  Why?  How?  Who?Community Panel Webinars 2012
  3. 3. What?
  4. 4. A community panel is ...“ A targeted group of individuals you engage for primary research and learn ” from over timeCommunity Panel Webinars 2012
  5. 5. A community panel is ...Community Panel Webinars 2012
  6. 6. A community panel does ... Trend Competitive Idea spotting monitoring testing Packaging Pricing Satisfaction optimisation validation feedback Brand Message Concept positioning refinement co-creationCommunity Panel Webinars 2012
  7. 7. A community panel does ... Online Focus Group Online Discussion Forum eg. product feedback eg servicing needsQuali-Quant Survey Online Discussion Forumeg brand perceptions eg usage trends Wider Community Panel for robust quantitative insights Community Panel Webinars 2012
  8. 8. “ This is all fine for consumers ... But it won’t work for my ” B2B customers, will it?Community Panel Webinars 2012
  9. 9. Why?
  10. 10. The only benefits that matter Cost Time QualityCommunity Panel Webinars 2012
  11. 11. Cost profile of ‘typical’ B2B research projectCommunity Panel Webinars 2012
  12. 12. Cost profile of ‘typical’ B2B community panelCommunity Panel Webinars 2012
  13. 13. Cumulative cost profile over 12 months: ad hoc B2B projects vs community panelCommunity Panel Webinars 2012
  14. 14. Typical turnaround times for ad hoc B2B research projectCommunity Panel Webinars 2012
  15. 15. Typical turnaround times for B2B community panel research projectCommunity Panel Webinars 2012
  16. 16. Quality of insight can also be enhanced in community panel research Community panel Ad hoc research • Engaged, • Scope to go deeper committed members in face to face / • Deeply profiled telephone respondents conversations • Longitudinal dataCommunity Panel Webinars 2012
  17. 17. How?
  18. 18. 3 key challenges to overcome Heterogeneity Recruitment EngagementCommunity Panel Webinars 2012
  19. 19. No two B2B audiences are the same Different: Different:lawyers SME universe size electricians messaging financial controllers tone of voicedevelopers content purchasing managers recruitmentdirectors catering managers specialist terminologyHVAC engineers feedback corporates engagement strategiesCommunity Panel Webinars 2012
  20. 20. Recruitment: five hard-learned lessons Create a compelling identity Make a meaningful promise Start small Mix recruit sources Expect problemsCommunity Panel Webinars 2012
  21. 21. Recruitment: five hard-learned lessons Tone of communication Needs to be carefully tailored to the specific professional audience Content boxes Must support relevant engagement Feedback Needs to be relevant to the partnership with them and the promise of the community panelCommunity Panel Webinars 2012
  22. 22. Recruitment: five hard-learned lessonsCommunity Panel Webinars 2012
  23. 23. Recruitment: five hard-learned lessonsCommunity Panel Webinars 2012
  24. 24. Recruitment: five hard-learned lessons Inbound In location sales / Outbound service telephone enquiries Sales / In-app Account banners teams CRM Recruitment Website campaign sign-upCommunity Panel Webinars 2012
  25. 25. Recruitment: five hard-learned lessonsCommunity Panel Webinars 2012
  26. 26. Engagement: five tips for success Set expectations Vary the tasks Create motivating activities Enable responses from anywhere Give meaningful feedbackCommunity Panel Webinars 2012
  27. 27. Engagement: five tips for successCommunity Panel Webinars 2012
  28. 28. Engagement: five tips for successCommunity Panel Webinars 2012
  29. 29. Engagement: five tips for successCommunity Panel Webinars 2012
  30. 30. Engagement: five tips for successCommunity Panel Webinars 2012
  31. 31. Engagement: five tips for success B2B community panel engagement is focused on intrinsic reward Monetary/product incentives are not the prime motivator for participationCommunity Panel Webinars 2012
  32. 32. Engagement: five tips for success survey results blog posts white papers newsletters exclusive reports portal contentwebinars video updates insider access best practices industry trends Community Panel Webinars 2012
  33. 33. Engagement: five tips for success Provide relevant reports and knowledge assets Share back what you have learned from them Send notes of appreciation from key stakeholders Send simple newsletters regularly Engage members face-to-face if at all possible: conferences, meetings, seminars, site visitsCommunity Panel Webinars 2012
  34. 34. Who?
  35. 35. Foodservice manufacturer Client supplies restaurants with pre-made/frozen product Members restaurant owners, single or small chain Size 500 Geographies US & Canada Usage Testing new concepts Frequency Once study every 6 weeks Response rates 55% - 60%Community Panel Webinars 2012
  36. 36. Farm equipment manufacturer Client supplies farmers with tractors and machinery Members farmers and dealers Size c. 4,000 Geographies UK, Germany, France, Spain, US, Australia, Latam Usage testing new products, services, communications, financing Frequency Once study every month Response rates 55% - 60%Community Panel Webinars 2012
  37. 37. Business leaders organisation Client represents business leaders’ interests Members company directors Size c. 2,000 Geographies UK Usage responses to proposed legislation affecting business Frequency Once study every month Response rates 40% - 50%Community Panel Webinars 2012
  38. 38. Global semiconductor manufacturer Client Manufacturers technology components and end products Members design engineers Size c. 3,000 Geographies over 90 countries, 14 languages Usage product design & packaging feedbackCommunity Panel Webinars 2012
  39. 39. Final thought
  40. 40. Community Panel Webinars 2012
  41. 41. Thank You
  42. 42. Q&A Mike Stevens Daniel Alexander-Head Managing Director Vice President Marketing Vision Critical, UK

×