Online Panels & Community - MRE 2007

Slide 1: Putting the Customer First How Progressive Organizations are Creating Qualitative Web Communities inside their Quantitative Custom Panel Aprille Byam :: Kodak Geoff Day :: SIRIUS Satellite Radio (CDN) Jason Smith :: Vision Critical

Slide 2: Presentation Outline  Part I: Overview - Panel / Community  Part II: Examples – SIRIUS & Kodak  Part III: Conclusion – Q & A

Slide 3: Custom Panel Defined A custom online panel is targeted group of customers (or potentials) whom you engage with and learn from over time. • Typically quantitative (surveys) • Two-way private feedback • Topics and studies controlled by company • 1,000’s or 10,000’s of panelists

Slide 4: Community Defined An online community is targeted group of customers (or potentials) whom you engage with and learn from over time. Typically qualitative (discussion forums, chats) • Three-way open feedback (company or customer initiated) • Semi-controlled, semi-organic • Feedback (posts) shared openly among participants • 100’s of participants •

Slide 5: Common Elements • Invitation only, private environments • Company sponsored and/or owned by the client • Category specific • Exclusive, or at least foster a sense of insider exclusivity Well profiled, with participants having been pre-screened • Multi-media capable (photos, video etc.) • Panel (quant) Community (qual)

Slide 6: Integrating Both Quantitative Panel with Breakout Communities of 10,000 panelists 300, still part of the panel Invite panelists to additionally participate in ongoing qualitative discussions. Seamlessly run smaller breakout groups of varying sizes. Can be both open member generated content or directed tasks. Interact with your target segments through quantitative surveys

Slide 7: Getting it started…

Slide 8: Once they are a Panel member…. They can participate in surveys…

Slide 9: Once they are a Panel member…. Get Feedback Through Newsletters…

Slide 10: Panel provides the quant. reporting

Slide 11: Now carve out a community…. Panel Community

Slide 12: Once a Panel + Community member…. Participate in discussions, chats…

Slide 13: Once a Panel + Community member…. Upload photos…

Slide 14: Once a Panel + Community member…. Quick-polls…

Slide 15: Once a Panel + Community member…. And various other tasks… • Post ratings • Change styles & views • Use Emoticons • Pin Favorites • Personal profiles/avatars • Create new topics • Add friends • See who is online

Slide 16: Community provides the qual feedback

Slide 17: Interplay between panel + community Idea Idea Idea Idea Start by brainstorming ideas in your community

Slide 18: Interplay between panel + community Panel (quant) Community (qual) Take the 10 ideas that were generated in the community and go back to the broader panel with a quantitative concept sort

Slide 19: Interplay between panel + community Panel (quant) Community (qual) Take the 3 concept sort winners from the panel and dissect them further within the community

Slide 20: Interplay between panel + community Panel (quant) Community (qual) Go back to quant panel with the changes and more developed concepts to pick winner

Slide 21: Interplay between panel + community Panel (quant) Community (qual) Can continue the cycle by going back to the community to brainstorm positioning and next stage ideas of winning concept

Slide 22: Approaches to Community

Slide 23: Open House Example – SIRIUS Satellite Radio.

Slide 24: Why an Online Customer Panel? “Voice of the Customer” to drive business decisions Capitalize on the inherent passion of our fans and customers Fast and effective research capabilities Ability to integrate multimedia components

Slide 25: Example – SIRIUS Satellite Radio 2006 Launch of Our Panel

Slide 26: SIRIUS SoundBoard Recruiting Recruited 6,400 to date…. - eNewsletter - Call Center - Online Ads - eMail

Slide 27: Customer Understanding is our Research Focus Retail Studies Listening Studies Hardware Studies Customer Satisfaction Programming Studies “Quick Hits”

Slide 28: Why an Online Community? Elevated ability to recruit members Panelist retention Ability to add qualitative elements to quantitative studies Ongoing customer insight and improvement suggestions

Slide 29: The SIRIUS SoundBoard Community 2007 Launch Community

Slide 30: SIRIUS Panelist Personalization Profile Personalization Private Conversations Participation Rating

Slide 31: Keys to Success for an Online Panel Corporate wide commitment Prepare for ongoing maintenance React to both positive and negative feedback Qualitative benefits need to drive panelist participation

Slide 32: Next Steps for the SoundBoard Bigger is Better Continued refinement of panelist benefits The Next Wave: OEM Why only External to the organization?

Slide 33: VIP Community Example – Kodak.

Slide 34: Community to Panel to Both 2004: Built Online Community about Digital Photography Pro: • Helped Brand Con: • Missing Quant. • Feed the Beast 2004 2006 2007 Community Custom Panel Panel & Community

Slide 35: Community to Panel to Both 2006: Create Proprietary Panel of Product Registrants Pro: - Rapid quant. research Con: - Limited demographics 2004 2006 2007 Community Custom Panel Panel & Community

Slide 36: Community to Panel to Both 2007: Build Inkjet Panel & Community -Quant. & Qual. Mix - 5,000 panelists owning any brand of printer -Link past to present studies - 250 person micro communities - Variety topics / forums 2004 2006 2007 Community Custom Panel Panel & Community

Slide 37: Activities to Engage the Community 1. Co-Creation: Throw Paint Around 2. Test New Ways to Old Questions 3. Mentor Connections 4. Community Moderators

Slide 38: The Interplay of Panel & Community We participate & embed Quantitative Panel Qualitative Community

Slide 39: The Interplay of Panel & Community We participate & embed Trendspotting

Slide 40: The Interplay of Panel & Community We participate and embed Trendspotting The panel verifies topics uncovered in the community

Slide 41: What Are They Saying - Newsletter “I print lots of historical stuff for the area historical groups. Just printed 1500 pages for a “home tour”.” “A cutout plan for a paper trebuchet” “Skin cancer spots so my daughters use suntan lotion” “A scanned slice of Liver Cheese lunch meat”

Slide 42: Insights Gained 1. Member to Member Connection

Slide 43: Insights Gained 1. Member to Member Connection 2. Increase Engagement

Slide 44: Insights Gained 1. Member to Member Connection 2. Increase Engagement 3. Create Explorers

Slide 45: Insights Gained 1. Member to Member Connection “You need to make this \"Print Rave\" community more 2. Increase interesting, fun, and rewarding Engagement …. Give me something to get excited about and \"rave\" 3. Create Explorers about. Nuff said!” 4. Members Want More

Slide 46: Keys to Success Allow and Facilitate Hierarchy, Creativity & Identity “I belong” Incentives Recruit Externally Create a healthy balance Communicate Internally Get Legal and Brand On-side Early

Slide 47: Next Steps for the Kodak PrintRave More co-creation, concept ideation and testing In-depth discussions and probes of key sub-groups Behavioral & Shopping Insights White space! Regional Expansion

Slide 48: Summary • Custom Panels and Communities play well together • Inform your quant. with your qual. inside one environment • Run forums for as long as makes sense (weeks/months/years) • Many ways to build communities (open house vs. VIP) • Many techniques and tasks: surveys, quick polls, discussion forums, blogs, photo galleries, rich media exercises • Target very specific groups (teens who like gadgets, live in the Northeast, didn’t like your last ad campaign and had great ideas for a new product)

Slide 49: Thanks. We’d be happy to take any questions. Aprille Byam (Kodak) Geoff Day (SIRIUS Satellite Radio Canada) Jason Smith (Vision Critical)