VC at MRIA NETGAIN 5.0, January 2011

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VC at MRIA NETGAIN 5.0, January 2011

  1. 1. Community PanelsPandora’s Box or Panacea January 2011 Monique Morden President, Global Partner Program monique.morden@visioncritical.com
  2. 2. NEITHER
  3. 3. Definition Community MROC Community Panel Panel• Slightly different models• All the same premise • Private • Closed • Member to member interactions
  4. 4. Branded versus Blind
  5. 5. Customer Relationship
  6. 6. Target and Recruit
  7. 7. Recruit Challenges• Easy-er when you have email lists• Tricky-er when you don’t • Purchased recruit • Websites • Social media • Direct mail • On-site • Post of sale • Media (TV, Print, Radio, Online) • Sales force • Etc
  8. 8. Size Matters
  9. 9. People not Sample
  10. 10. Representative?
  11. 11. Create a Destination
  12. 12. Portal Challenges• Designing the portal• Everyone is a creative expert/critic• Developing content• Updating content• Managing multi-lingual portals
  13. 13. Engaging Experience
  14. 14. Leverage Photos
  15. 15. Leverage Video• Client and Members
  16. 16. Leverage Discussion Forums16
  17. 17. Project/Activity Examples Letter to the Executive Ideation Rant and Rave about a topic or experience Bring back this product from the 1950’s… Video Ethnography Picture Sharing Make a 3-5 minutes video about… Share a picture of what comes to mind when you think about… Personality Assessment Highlighter What words come to mind when you think of this Text or images, isolate areas, follow up discussion brand? Content Management Storytelling (Context, Attitudes, Feedback) What/who do you want to see more of and less Tell us a story of a memorable experience of? 17
  18. 18. Design Challenges• Managing respondent burden• Matching incentive plan with research plan• Managing forums• Shifting approach from custom research to community panel research• Managing client
  19. 19. Analysis Challenges• Lots of information• Analyzing open ends and forum content• Speed of analysis• The colliding of quant and qual• Analyzing images/videos
  20. 20. Pivot Viewer
  21. 21. VerbatimsThis is what I enjoy when I’m not working…
  22. 22. Discussion Analysis• Connect qual and quant data• Profile individual members• Filter Posts• Key word search• Examine by time period• Export for further analysis
  23. 23. Reporting 23
  24. 24. Reporting Challenges• Lots of information• Speed of analysis• Format, frequency, audiences• Snapshots and holistic views• Communicating to internal stakeholders
  25. 25. Member Retention Extrinsic Intrinsic Solve Draws Advice and Participation Knowledge based Incentives Network Rant and Rave Reputation 25
  26. 26. Incentive Challenges• Points versus draws• Amounts• Type• Frequency• Cost• Fulfillment
  27. 27. Types of Incentives Recruit or Survey & Forum Surprise Special Welcome Incentives & Delights Projects Incentive Monthly Reward More time Welcome Monthly Contest for Best Quotes intensive projects Eg:Electronic product 2 winners of Cash 25 participants,voucher/discount cash $X / month 27
  28. 28. Communicate 2 8
  29. 29. Share Insights 29
  30. 30. Special Events – F2F30
  31. 31. Engagement Challenges• Designing the right incentive program• Feedback mechanisms • Newsletters • Email • Portal content• Tone• Authenticity
  32. 32. Global Challenges• Translation • Surveys, Forums, Portal, Invites, Reminders, Newsletters• Context • Brand, market, issue• Forums • Moderation, analysis, reporting32
  33. 33. Community Panel Trends
  34. 34. Thank You
  35. 35. Customer Relationship

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