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Multi-Language, Multi-Country B2B Community Panels
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Multi-Language, Multi-Country B2B Community Panels

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  • 1. Multi-Language Multi-Country B2B Community Panels Texas Instruments Expert Advisory Panel May, 2012
  • 2. Company Overviews TEXAS VISION CRITICAL INSTRUMENTS Est. 2000 Est. 1930 / 1951 International International HQ in Vancouver HQ in Dallas, Texas Community Panels Semiconductor/Compute (500+) rs 500 Employees 35,000 employees Revenue less than TI! Revenue $14 Billion 2
  • 3. A Global Company Manufacturing sites, sales and support offices 3
  • 4. Operating in Multiple Languages 歡迎 환영 BenvenutoPowitanie Bienvenida Accueil Vítejte 欢迎 Welcome 歓迎 Üdvözöljük Willkommenдобро пожаловать 4
  • 5. Business ChallengeUnderstanding Core Target MarketFeeding into Product Development• Global reach into the specialized population of design engineers• Higher quality research – Better response rates, Better representativeness, Higher engagement – Deeper customer intelligence• Segmentation of target market• Decreased costs• Faster turnaround time• CRM - Communication Tool / Relationship Builder 5
  • 6. Community Panels FitCommunity Panels are the perfect solution to engagewith our Design Engineers• Finite Population• 100% Online• Highly Educated• Geographically Distributed• Social Media Savvy 6
  • 7. Background• 2,990 active members• Global design engineers involved with semiconductors• Recruited thru database, CSAT and tradeshows• No extrinsic incentives 7
  • 8. Member Profile 98% Design Engineers Executive Management System Architect Product Management 2% Purchasing/Procurem ent/Supply Chain Mgt Other ENTRENCHED IN SOCIAL MEDIA • 2/3 participate in Social Media at least once a week • 7/10 feel Social Media helps them do their job better
  • 9. Social Media Usage• Reinforces the Community Panel approach• Latam Members have high usage of Social Media SOCIAL MEDIA USAGE TOTAL USA Latam Base = TI Members n=764 n=492 n=170 Participate once per week 67% 66% 69% Social media platforms help you do your job better 63% 59% 72% Influence purchase decision in semiconductor products 34% 30% 44%
  • 10. Top 10 Most Engaged Markets for Social Networking• NOTE: Mexico and Puerto Rico are in Top 20 * * ** * Latam Countries Source: comScore Media Metrix, October 2011 10
  • 11. Commitment to Members“Social Contract” with Members• All studies 15 minutes or less.• Maximum of 2 study invites per month.• Studies relevant to their interests and background.• Respect privacy.• Provide members with feedback on community and insights.• Use the input to drive TI’s business decisions. 11
  • 12. Importance of Language• Being a global company create expectations of global interactions.• Member queries were coming in their native tongue.• Better communication with design engineers in their native tongue resulting in Better Data.• Going multi-lingual required: – Proof from members that English only was sub-par solution – Corporate buy-in to multi-lingual approach – Budget approval – Implementation resources 12
  • 13. 90 Countries & 14 Languages 29% 27% 34% 2% 6% 2%1. English 6. Hungarian 11. Japanese2. Spanish 7. Czech 12. Korean3. Portuguese 8. Italian 13. Chinese (traditional)4. French 9. Polish 14. Chinese (simplified)5. German 10. Russian
  • 14. Language Preference by Region100% 6% 21%80% 33% 46% 60% 70% 70%60% 83% 94%40% 79% 67% Prefer other Language 54%20% 40% English Acceptable 30% 30% 17% 0% Base = Members recruited via English 14
  • 15. One Portal: Multiple Languages
  • 16. One Study: Multiple Languages
  • 17. Multi-Country Multi-LanguageCONSIDERATIONS - LANGUAGE• How many languages? Which variation?• Translation process: In-house, out-source, automated?• Mechanisms within the software?• Translation scope – Portals, newsletters, emails, surveys, forums, verbatims, etc. 17
  • 18. Multi-Country Multi-LanguageCONDISERATIONS - ROUTING By Language By Country 18
  • 19. Multi-Country Multi-LanguageSERVICE MODELSLocalizedversusCentralized 19
  • 20. Multi-Country Multi-LanguageCONSIDERATIONS - Incentives Intrinsic ExtrinsicCommunication, sharing, relevancy cost versus size and currency issues 20
  • 21. Community Panel Benefits• Market Research Capabilities• Global Focus• Higher Response Rates• Better representation of the target market• Faster Turnaround• ROI: 75% reduction in costs• Better Engagement – Better Brand Image 21
  • 22. Multi-Country Multi-LingualCommunity Panels• Obtain corporate buy-in• Obtain internal stakeholder buy-in• Involve local champions• Get budget approval• Inclusively scope long term vision and roadmap• Determine geographic coverage• Determine languages for inclusion• Map out translation process• Feedback to internal stakeholders and community members• Act on the information 22
  • 23. GRACIAS!OBRIGADO!