A Rough Guide to Online Research Communities and Community Management.


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Marketing Research Online Communities (MROCs) are more and more prevalent. But how do they work? That's what this presentation endeavors to explain, in a "rough" kind of way.

This was presented to students at Said Business School, Oxford in June 2010.

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A Rough Guide to Online Research Communities and Community Management.

  1. 1. A Rough Guide to Online Research Communities and Community Management<br />
  3. 3. Anonline community is a website in which a group of people with a common interest or goal come together tosocialize, interact, voice their opinions&complete tasks in orderto gain rewards – both physical and virtual.<br />
  4. 4.
  5. 5. Ok, that’s all well and good but, what is an online research community and what does it do?<br />
  6. 6. An online research community uses the social elements, and web 2.0 tools, of an organic online community and focuses them on a research brief.<br />
  7. 7. Research communities are private.<br />Participants are selected via their demographics, interests and relevant criteria for individual projects.<br />All research communities have a goal that users will work on their own, and with other users, to achieve.<br />To achieve the goal tasks will be set for users to complete.<br />Tasks take on different formats and will ask users different questions relating to the overall objective.<br />When the project is finished users are rewarded for participating.<br />
  8. 8. What is a Task?<br />A task is a question/project/challenge you set your community members to complete.<br />Making tasks interesting, engaging and practical is vital to making sure your community is successful.<br />What is a Task Plan?<br />A task plan consists of a set of tasks that you are going to ask your community members to complete of the course of the project. <br />A task plan makes it clear to users what they’re being asked to do & gives community managers guidelines dictating what they need to gain from the research..<br />
  9. 9. How Do Online Research Communities Work?<br />
  10. 10. There are 6 different roles in an Online Research Community:<br />1) Clients<br />2) The Research Team<br />3) The Community Managers<br />4) The Technical Team<br />5) The Recruitment Team<br />6) Users<br />
  11. 11. Client Has Brief<br />Client Speaks to Agency About Brief<br />Agency Recommends Research <br />Communities to Fulfill Brief <br />Client Agrees<br />Agency Briefs Research Team<br />Research Team Take Control of the Project and Brief Technical Team, Recruitment Team, and Community Managers<br />Recruitment Team screen and recruit suitable users<br />Technical Team make sure websites are fully functional & bug free<br />Research Team write community task plan<br />Community Managers assist all teams and understand all aspects<br />When all these tasks are complete everything gets handed over to the community managers and the community can begin<br />
  12. 12. The Research Team liaise with clients and feedback to CM, they also change the task plan with CMs input.<br />The CM reports all bugs and issues to the Technical Team who solve issues and report back to CM.<br />The Community Manager looks after the community helping users with problems and liaising with all other teams. CMs also look for general insights and themes.<br />The CM reports all inactive users to the Recruitment Team who chases them up, recruitment can also help with user issues.<br />The Client Team view the community and feedback to the Research Team & the CM with suggestions and changes <br />
  13. 13. The Recruitment Team check users participation and with the input of the community managers decide who will & who won’t receive rewards<br />The Technical Team receive users feedback on the technology and with the community managers decide changes to the platform<br />The Community Managers feedback the insights and themes they found within the community to the research team<br />After the community finishes The Research Team analyze the results and pull together their thoughts and ideas<br />The Research Team and Community Managers report findings back to the client<br />The client is happy<br />The project finishes<br />
  14. 14. How To Manage an<br />Online<br />Research<br />Community<br />http://www.pilkipedia.co.uk/wiki/images/1/18/Gareth1.jpg<br />
  15. 15. Managing an Online Research Community is all about balance.<br />You are the voice of the community when speaking to the Research Team and the clients.<br />But you are also the voice of the clients and the Research Team when interacting with users.<br />It’s up to you to make sure that the brief is fulfilled and, at the same time, users remain informed and happy.<br />
  16. 16. Top 5 Tips for Managing an Online Research Community<br />1) Listen<br />2) Know Your Audience<br />3) Be Human<br />4) Stick To Your Guns<br />5) Reward Responsibly<br />
  17. 17. Allowing users to be creative delivers better results.<br />If you want users to be creative you have to be creative as well.<br />If you ask a simple question, you will get a simple answer, but that will only get you so far.<br />If you are clever with your task plan then you will reap the rewards.<br />Allowing users to express themselves visually produces exciting output. <br />Encouraging<br />Creative<br />Thought<br />
  18. 18. Visual Content Has A Massive Impact, It Brings Users, Opinions & Ideas To Life.<br />
  19. 19. The Future of Online Research Communities<br />
  20. 20. from insight to concept...<br />
  21. 21. Thank You All <br />For Listening<br />&<br />Taking Part In Project Vernors<br />
  22. 22. please fire any questions to me:<br />matthew@facegroup.co.uk@mattsimpson1985<br />www.facegroup.co.uk<br />