ENGAGE:HOW TO KEEP A PANEL COMMUNITY ACTIVE<br />3 of 5 // PANEL COMMUNITY “HOW TO” SERIES<br />
PANEL COMMUNITY “HOW TO” SERIESA 5-PART EDUCATIONAL PROGRAM<br />THE PAYOFFS OF PANEL COMMUNITIES: WHAT YOU NEED TO KNOW<b...
I. THE PAYOFFS OF PANEL COMMUNITIES<br />Private online communities engage{customers, employees, partners} and capture act...
4<br />II. GET STARTED: THE 5 STEPS TO BUILDING A CUSTOM PANEL COMMUNITY<br />Panel Site Development<br />Recruitment Plan...
III. ENGAGE – KEEP YOUR PANEL COMMUNITY ACTIVE<br />Five ways to engage<br />What’s the magic number?<br />Segmentation & ...
6<br />1. THE MAGIC NUMBER<br />More panel communities die of neglect than overuse<br />What is the appropriate level of p...
7<br />2. SEGMENTATION & PROFILING<br />Determine category involvement and try not pester                               th...
8<br />3. MOTIVATING RESPONSE<br />Primary motivation: active participation as 		                     a panelist improves ...
9<br />4. MULTI-METHOD APPROACH<br />Mobile: immediate, in-the-moment input<br />Social media: pull from, push to social s...
10<br />GO MOBILE<br />Fly Research: engage youth (B2C)<br />Deloitte: engage finance executives (B2B)<br />Pearl Medical:...
11<br />GO MOBILE<br />Utilize codes for event, multichannel or<br />“scavenger hunt” activities<br />Directphonetocode  >...
12<br />PULL FROM / PUSH TO SOCIAL SITES	<br />
13<br />INTRA-PANEL ENGAGEMENT: <br />CHAT, DOWN/UPLOADS	<br />
14<br />5. WEB 2.0 SURVEY DESIGN<br />When a question is more than a question<br />It’s “cool”<br />It captivates<br />It’...
15<br />5. WEB 2.0 SURVEY DESIGN<br />Mindful of how you apply them<br />Complete times can be up to 40% longer<br />User ...
16<br />INCORPORATE IMAGERY WITH SLIDERS<br />
17<br />DRAG ‘ N DROP “RANKINGS”	<br />
18<br />DRAG ‘ N DROP “PACKING DESIGN”	<br />
19<br />DRAG ‘ N DROP “MULTI-CARD SORTING” 	<br />
20<br />PICURES WITH IMAGE RESPONSES	<br />
21<br />VIRTUAL ENVIRONMENT “SORTING”	<br />
22<br />VIRTUAL ENVIRONMENT PAGE-FLIPPING<br />
23<br />WHITEBOARD, HIGHLIGHTING	<br />
ENGAGE – KEEP YOUR PANEL COMMUNITY ACTIVE<br />Five ways to engage<br />What’s the magic number?<br />Segmentation & profi...
25<br />SUMMARY: KEEPING YOUR PANEL ACTIVE<br />More panels die of neglect than overuse <br />Profiling allows an efficien...
PANEL COMMUNITY “HOW TO” SERIESNEXT UP IN THE 5-PART EDUCATIONAL PROGRAM<br />THE PAYOFFS OF PANEL COMMUNITIES: WHAT YOU N...
Globalpark providespanel, community and surveysoftwarethatenablesorganizations to manage whatmattersacrosstheenterprise. B...
© 2010 – Globalpark AG, Globalpark UK Ltd., Globalpark Inc., Globalpark Oesterreich GmbH<br />The information contained in...
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Engage: Focus on Your Respondents, Panelists, and Members

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

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Engage: Focus on Your Respondents, Panelists, and Members

  1. 1. ENGAGE:HOW TO KEEP A PANEL COMMUNITY ACTIVE<br />3 of 5 // PANEL COMMUNITY “HOW TO” SERIES<br />
  2. 2. PANEL COMMUNITY “HOW TO” SERIESA 5-PART EDUCATIONAL PROGRAM<br />THE PAYOFFS OF PANEL COMMUNITIES: WHAT YOU NEED TO KNOW<br />GET STARTED: 5 STEPS TO BUILDING A CUSTOM PANEL<br />ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE<br />INNOVATE: PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE<br />OPTIMIZE: AUTOMATE AND INTEGRATE YOUR PANEL FOR GREATEST EFFICIENCIES AND IMPACT<br />2<br />
  3. 3. I. THE PAYOFFS OF PANEL COMMUNITIES<br />Private online communities engage{customers, employees, partners} and capture actionable insights that drive business improvement<br />REACH <br />REVENUE<br /> LOYALTY<br />INNOVATION<br />
  4. 4. 4<br />II. GET STARTED: THE 5 STEPS TO BUILDING A CUSTOM PANEL COMMUNITY<br />Panel Site Development<br />Recruitment Plans<br />Registration & Profiling<br />Incentive Plans<br />Panel Lockouts & Hygiene<br />
  5. 5. III. ENGAGE – KEEP YOUR PANEL COMMUNITY ACTIVE<br />Five ways to engage<br />What’s the magic number?<br />Segmentation & profiling<br />Motivating Response<br />Multi-method approach<br />Web 2.0 Survey Design<br />Summary <br />5<br />
  6. 6. 6<br />1. THE MAGIC NUMBER<br />More panel communities die of neglect than overuse<br />What is the appropriate level of participation?<br />Optimal contact frequency depends upon the size and nature of the community<br />Hearing from you monthly is mandatory<br />Understand the subtle difference between communication, invitation and participation (and don’t wear out your welcome)<br />Intelligent survey design & incentives can help a lot<br />
  7. 7. 7<br />2. SEGMENTATION & PROFILING<br />Determine category involvement and try not pester them with products / issues that they don’t care about<br />Minimize the impact of screening & qualification whenever possible – no one likes to be rejected<br />Be sure to develop a healthy balance of high incidence opportunities to mitigate any low-incidence demands placed on the community<br />As you capture more information, you know more about your customers – USE THAT to refine your interactions<br />
  8. 8. 8<br />3. MOTIVATING RESPONSE<br />Primary motivation: active participation as a panelist improves the world in which we live<br />An incentive program will add a material element to the motivation of panelists and improve response rates:<br />Individual rewards or aggregate rewards? <br />Points-based, sweepstakes-based or both?<br />Can other compensation (e.g. access to selected results, panelist discounts and coupons) be offered?<br />
  9. 9. 9<br />4. MULTI-METHOD APPROACH<br />Mobile: immediate, in-the-moment input<br />Social media: pull from, push to social sites<br />Intra-panel engagement<br />Members recruit / refer each other<br />Chat: let them lead some conversations<br />CGM: allow them to contribute (pictures, video, etc.)<br />
  10. 10. 10<br />GO MOBILE<br />Fly Research: engage youth (B2C)<br />Deloitte: engage finance executives (B2B)<br />Pearl Medical: engage doctors (B2B2C)<br />
  11. 11. 11<br />GO MOBILE<br />Utilize codes for event, multichannel or<br />“scavenger hunt” activities<br />Directphonetocode > takephoto > decode > site / activity<br />
  12. 12. 12<br />PULL FROM / PUSH TO SOCIAL SITES <br />
  13. 13. 13<br />INTRA-PANEL ENGAGEMENT: <br />CHAT, DOWN/UPLOADS <br />
  14. 14. 14<br />5. WEB 2.0 SURVEY DESIGN<br />When a question is more than a question<br />It’s “cool”<br />It captivates<br />It’s entertaining<br />It’s fun<br />
  15. 15. 15<br />5. WEB 2.0 SURVEY DESIGN<br />Mindful of how you apply them<br />Complete times can be up to 40% longer<br />User experience impacted by connection speed<br />Variance between “cool” and “traditional” questions can range from 5-25%<br />Greater visual stimuli can cause respondents to rather infer than actually read and understand a question<br />Use Web 2.0 techniques to increase clarity and understanding rather than cause distraction<br />
  16. 16. 16<br />INCORPORATE IMAGERY WITH SLIDERS<br />
  17. 17. 17<br />DRAG ‘ N DROP “RANKINGS” <br />
  18. 18. 18<br />DRAG ‘ N DROP “PACKING DESIGN” <br />
  19. 19. 19<br />DRAG ‘ N DROP “MULTI-CARD SORTING” <br />
  20. 20. 20<br />PICURES WITH IMAGE RESPONSES <br />
  21. 21. 21<br />VIRTUAL ENVIRONMENT “SORTING” <br />
  22. 22. 22<br />VIRTUAL ENVIRONMENT PAGE-FLIPPING<br />
  23. 23. 23<br />WHITEBOARD, HIGHLIGHTING <br />
  24. 24. ENGAGE – KEEP YOUR PANEL COMMUNITY ACTIVE<br />Five ways to engage<br />What’s the magic number?<br />Segmentation & profiling<br />Motivating Response<br />Multi-method approach<br />Web 2.0 Survey Design<br />Summary <br />24<br />
  25. 25. 25<br />SUMMARY: KEEPING YOUR PANEL ACTIVE<br />More panels die of neglect than overuse <br />Profiling allows an efficient and personalized survey experience <br />Never miss an opportunity to reinforce the value of their contribution & leverage incentives <br />Think beyond “matrix questions” – but be mindful that the objective is the collection of quality data to guide your strategic insights<br />
  26. 26. PANEL COMMUNITY “HOW TO” SERIESNEXT UP IN THE 5-PART EDUCATIONAL PROGRAM<br />THE PAYOFFS OF PANEL COMMUNITIES: WHAT YOU NEED TO KNOW<br />GET STARTED: 5 STEPS TO BUILDING A CUSTOM PANEL<br />ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE<br />INNOVATE: PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE<br />OPTIMIZE: AUTOMATE AND INTEGRATE YOUR PANEL FOR GREATEST EFFICIENCIES AND IMPACT<br />26<br />
  27. 27. Globalpark providespanel, community and surveysoftwarethatenablesorganizations to manage whatmattersacrosstheenterprise. Bycapturingfeedback and trackingbehavior of customers, employees and partners, theygaininsightsthatdrivebetterbusinessdecisions. Byidentifying and empoweringinfluentialadvocates, theybuildreputation and extendreach.<br />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.<br />ABOUT US<br />Globalpark AG<br />Kalscheurener Str. 19a<br />50354 Cologne/Huerth<br />Germany(Headquarters)<br />Tel.: +49 2233 7933 6<br />info@globalpark.de<br />www.globalpark.de<br />twitter/Globalpark<br />Globalpark Inc.<br />299 Broadway, 19th Floor<br />New York, NY 10007<br />United States of America<br />Tel.: +1 888 299 9422<br />info@globalpark.com<br />www.globalpark.com<br />twitter/Globalpark_News<br />LOCATIONS<br />Globalpark UK Ltd.<br />5 Archie Street <br />London SE1 3JT<br />Great Britain<br />Tel.: +44 207 403 3900<br />info@globalpark.co.uk<br />www.globalpark.co.uk<br />GlobalparkOesterreichGmbH<br />Wassergasse 25<br />1030 Vienna<br />Austria<br />Tel.: +43 1715 0289 11<br />info@globalpark.at<br />www.globalpark.at<br />
  28. 28. © 2010 – Globalpark AG, Globalpark UK Ltd., Globalpark Inc., Globalpark Oesterreich GmbH<br />The information contained in this publication is the property of Globalpark AG and its subsidiaries. Passing on and reproduction of this publication or any parts of it is only permitted with the express written approval of Globalpark AG or its subsidiaries. <br />This publication is issued without any guarantee whatsoever. Information contained herein can be changed without prior notification. In addition Globalpark accepts no guarantee as to the exactness or completeness of the information, text, graphics, links and other items in this publication. This publication is a preliminary version, which is not subject to any valid licence agreement or other agreements with Globalpark. <br />The software products offered by Globalpark AG, its subsidiaries and/or its distributors may contain software components of other software manufacturers. All products may show country-specific differences. <br />Globalpark, Enterprise Feedback Suite, EFS, EFS Survey, EFS Panel, EFS Employee and EFS Leadership, other Globalpark products and services mentioned in the text and their corresponding logos are trademarks and can be registered trademarks of Globalpark AG and/or its subsidiaries in Germany and other countries worldwide. All other names of products and services are trademarks of their respective companies.<br />

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