Part 3 of the webinar series Manage What Matters: Proprietary Panels. Presented 10-29-09

1. ENGAGE:HOW TO KEEP A PANEL COMMUNITY ACTIVE 3 of 5 // PANEL COMMUNITY “HOW TO” SERIES

2. PANEL COMMUNITY “HOW TO” SERIESA 5-PART EDUCATIONAL PROGRAM THE PAYOFFS OF PANEL COMMUNITIES: WHAT YOU NEED TO KNOW GET STARTED: 5 STEPS TO BUILDING A CUSTOM PANEL ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE INNOVATE: PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE OPTIMIZE: AUTOMATE AND INTEGRATE YOUR PANEL FOR GREATEST EFFICIENCIES AND IMPACT 2

3. I. THE PAYOFFS OF PANEL COMMUNITIES Private online communities engage{customers, employees, partners} and capture actionable insights that drive business improvement REACH REVENUE LOYALTY INNOVATION

4. 4 II. GET STARTED: THE 5 STEPS TO BUILDING A CUSTOM PANEL COMMUNITY Panel Site Development Recruitment Plans Registration & Profiling Incentive Plans Panel Lockouts & Hygiene

5. III. ENGAGE – KEEP YOUR PANEL COMMUNITY ACTIVE Five ways to engage What’s the magic number? Segmentation & profiling Motivating Response Multi-method approach Web 2.0 Survey Design Summary 5

6. 6 1. THE MAGIC NUMBER More panel communities die of neglect than overuse What is the appropriate level of participation? Optimal contact frequency depends upon the size and nature of the community Hearing from you monthly is mandatory Understand the subtle difference between communication, invitation and participation (and don’t wear out your welcome) Intelligent survey design & incentives can help a lot

7. 7 2. SEGMENTATION & PROFILING Determine category involvement and try not pester them with products / issues that they don’t care about Minimize the impact of screening & qualification whenever possible – no one likes to be rejected Be sure to develop a healthy balance of high incidence opportunities to mitigate any low-incidence demands placed on the community As you capture more information, you know more about your customers – USE THAT to refine your interactions

8. 8 3. MOTIVATING RESPONSE Primary motivation: active participation as a panelist improves the world in which we live An incentive program will add a material element to the motivation of panelists and improve response rates: Individual rewards or aggregate rewards? Points-based, sweepstakes-based or both? Can other compensation (e.g. access to selected results, panelist discounts and coupons) be offered?

9. 9 4. MULTI-METHOD APPROACH Mobile: immediate, in-the-moment input Social media: pull from, push to social sites Intra-panel engagement Members recruit / refer each other Chat: let them lead some conversations CGM: allow them to contribute (pictures, video, etc.)

10. 10 GO MOBILE Fly Research: engage youth (B2C) Deloitte: engage finance executives (B2B) Pearl Medical: engage doctors (B2B2C)

11. 11 GO MOBILE Utilize codes for event, multichannel or “scavenger hunt” activities Directphonetocode > takephoto > decode > site / activity

12. 12 PULL FROM / PUSH TO SOCIAL SITES

13. 13 INTRA-PANEL ENGAGEMENT: CHAT, DOWN/UPLOADS

14. 14 5. WEB 2.0 SURVEY DESIGN When a question is more than a question It’s “cool” It captivates It’s entertaining It’s fun

15. 15 5. WEB 2.0 SURVEY DESIGN Mindful of how you apply them Complete times can be up to 40% longer User experience impacted by connection speed Variance between “cool” and “traditional” questions can range from 5-25% Greater visual stimuli can cause respondents to rather infer than actually read and understand a question Use Web 2.0 techniques to increase clarity and understanding rather than cause distraction

16. 16 INCORPORATE IMAGERY WITH SLIDERS

17. 17 DRAG ‘ N DROP “RANKINGS”

18. 18 DRAG ‘ N DROP “PACKING DESIGN”

19. 19 DRAG ‘ N DROP “MULTI-CARD SORTING”

20. 20 PICURES WITH IMAGE RESPONSES

21. 21 VIRTUAL ENVIRONMENT “SORTING”

22. 22 VIRTUAL ENVIRONMENT PAGE-FLIPPING

23. 23 WHITEBOARD, HIGHLIGHTING

24. ENGAGE – KEEP YOUR PANEL COMMUNITY ACTIVE Five ways to engage What’s the magic number? Segmentation & profiling Motivating Response Multi-method approach Web 2.0 Survey Design Summary 24

25. 25 SUMMARY: KEEPING YOUR PANEL ACTIVE More panels die of neglect than overuse Profiling allows an efficient and personalized survey experience Never miss an opportunity to reinforce the value of their contribution & leverage incentives Think beyond “matrix questions” – but be mindful that the objective is the collection of quality data to guide your strategic insights

26. PANEL COMMUNITY “HOW TO” SERIESNEXT UP IN THE 5-PART EDUCATIONAL PROGRAM THE PAYOFFS OF PANEL COMMUNITIES: WHAT YOU NEED TO KNOW GET STARTED: 5 STEPS TO BUILDING A CUSTOM PANEL ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE INNOVATE: PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE OPTIMIZE: AUTOMATE AND INTEGRATE YOUR PANEL FOR GREATEST EFFICIENCIES AND IMPACT 26

27. Globalpark providespanel, community and surveysoftwarethatenablesorganizations to manage whatmattersacrosstheenterprise. Bycapturingfeedback and trackingbehavior of customers, employees and partners, theygaininsightsthatdrivebetterbusinessdecisions. Byidentifying and empoweringinfluentialadvocates, theybuildreputation and extendreach. Founded in 1999, Globalpark softwareisGerman-engineered and globally-testedbyleadingbrands and topmarketresearchinstitutes, including: Continental, Daimler, General Mills, GfK, IDC, Nintendo, SonyBMG, TNS, Warner Music and Wrigley. Globalpark isstaffedbyrenownedresearchpioneers, withofficesacrossthe US, UK, Germany and Austria. ABOUT US Globalpark AG Kalscheurener Str. 19a 50354 Cologne/Huerth Germany(Headquarters) Tel.: +49 2233 7933 6 info@globalpark.de www.globalpark.de twitter/Globalpark Globalpark Inc. 299 Broadway, 19th Floor New York, NY 10007 United States of America Tel.: +1 888 299 9422 info@globalpark.com www.globalpark.com twitter/Globalpark_News LOCATIONS Globalpark UK Ltd. 5 Archie Street London SE1 3JT Great Britain Tel.: +44 207 403 3900 info@globalpark.co.uk www.globalpark.co.uk GlobalparkOesterreichGmbH Wassergasse 25 1030 Vienna Austria Tel.: +43 1715 0289 11 info@globalpark.at www.globalpark.at

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