INNOVATE:PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE<br />2 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...
5<br />III. ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE<br />“The magic number”<br />Segmentation & profiling<br />Motivating...
6<br />IV. INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE<br />The Rise of Social Media<br />Social Media & The Rese...
7<br />FROM CONSUMER TO PROSUMER<br />TV<br />Web 1.0<br />Web2.0<br />Lean Back: Consuming Passively watch programs and b...
8<br />CHANGE IN THE USE OF THE WEB<br />Who has a private blog?<br />Who‘scompanyhas a blog?<br />Who tweets in their spa...
9<br />CHANGE IN MEDIA USE<br />Source: http://www.baekdal.com<br />
10<br />EXAMPLE: SOCIAL NETWORKS	<br />
11<br />EXAMPLE: MICRO BLOGGING<br />
12<br />INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE<br />The Rise of Social Media<br />Social Media & The Researc...
13<br />PRO & CONS OF CLASSIC ONLINE RESEARCH<br />Pros:<br />Controlledconditions<br />Methodical<br />Clear resultsthaty...
14<br />PROS AND CONS OF SOCIAL MEDIA<br />Pros:<br />Clear opinions<br />Crediblesites<br />Directcommunications<br />Acc...
15<br />CONTROLLED CHAOS<br />
16<br />EVOLUTION OF THE ONLINE CUSTOMER PANEL<br />Internet openness<br />Close and open customerrelationships<br />Chang...
17<br />PANEL COMMUNITY	<br />FACTORS FOR SUCCESS:<br />Find therightparticipants<br />Implementautomaticfeedbackprocesses...
18<br />TREND & BEST PRACTICE: FUSION	<br />COMBINE: ONLINE QUESTIONNAIRES AND DISCUSSION FORUMS<br />Multiple targetgroup...
Feedback & Interaktion<br />Feedback & Interakti<br />Whiteboards<br />Page fip<br />19<br />TREND & BEST PRACTICE: WEB 2....
20<br />INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE<br />The Rise of Social Media<br />Social Media & The Researc...
21<br />TREND & BEST PRACTICE: FUSION<br />
22<br />AFTER LOGGING IN<br />
23<br />MANAGE WHICH INFORMATION TO SHARE<br />
24<br />FIND OTHERS: BY INTERSTS, LOCATION…<br />
25<br />PUSH OUT TO SOCIAL NETWORKING SITES	<br />NOTE: Profile page and newsfeed exposure attracts new members<br />
26<br />PULL IN OUTSIDE SOCIAL ACTIVITY<br />
27<br />CHAT IN REAL TIME<br />
28<br />HAVE	 MULTIPLE THREADED “DISCUSSIONS”	<br />
29<br />MEMBER-LED BLOAGS, UPLOADED FILES<br />(Rosie Davies)<br />
30<br />RATE (AND BE RATED BY) OTHER MEMBERS <br />
31<br />CROSS-PLATFORM ALERTS TO FEEDBACK OPPORTUNITIES<br />
32<br />INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE<br />The Rise of Social Media<br />Social Media & The Researc...
SOCIAL MEDIA’S IMPACT ON ADVOCACY <br />Increasingly fragmented communication environment<br />Consumers control their cho...
SOCIAL MEDIA’S IMPACT ON ADVOCACY <br />Great opportunity to engage directly with consumers<br />Many are recommending mar...
35<br />TWO ADVOCACY NETWORKS<br />2,500+ bloggers (primarily women) have agreed to receive news and information; engage i...
36<br />MY BLOG SPARK PRESS <br />“Moms get access to products they and their kids will probably like, while General Mills...
37<br />MY BLOG SPARK HOMEPAGE <br />
38<br />MY BLOG SPARK PERSONAL PAGE<br />
39<br />MY BLOG SPARK EXAMPLE<br />“Hey everyone, I am so excited to be part of this new network called MyBlogSpark.  It’s...
40<br />MY BLOG SPARK EXAMPLE<br />Date: September 26,        Comments: 445<br />http://islandlife808.com/giveaways/giveaw...
EXAMPLE 2: PSST… COMMUNITY<br />
INDIVIDUAL WEB PAGE<br />
PSSST… Example<br />Progresso Broth<br />
44<br />INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE<br />The Rise of Social Media<br />Social Media & The Researc...
45<br />SUMMARY<br />The riseofsocialmediapresentsnewopportunitiestoleverageexistingplatformsthat will extendyourdialogue<...
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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Innovate: Panels and Advisory Communities in the Social Media Age

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Presentation given as webinar on November 11th, 2009. Focuses on social media integration into market research processes

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Innovate: Panels and Advisory Communities in the Social Media Age

  1. 1. INNOVATE:PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE<br />2 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. 5<br />III. ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE<br />“The magic number”<br />Segmentation & profiling<br />Motivating response<br />Multi-method approaches<br />Web 2.0 survey design<br />Card sorting / shelf test<br />Whiteboards<br />Page fip<br />
  6. 6. 6<br />IV. INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE<br />The Rise of Social Media<br />Social Media & The Research Process<br />Step 1 – Social Media Enabled Research<br />Step 2 – Advocacy Networks<br />Summary<br />
  7. 7. 7<br />FROM CONSUMER TO PROSUMER<br />TV<br />Web 1.0<br />Web2.0<br />Lean Back: Consuming Passively watch programs and be entertained<br /> Lean forward: Interaction Seach for product information, compare prices, make bookings, order goods<br /> Jump in: ProsumeActively create your own content: comments, opinions, photos, video<br />Source: www.absolit.de<br />
  8. 8. 8<br />CHANGE IN THE USE OF THE WEB<br />Who has a private blog?<br />Who‘scompanyhas a blog?<br />Who tweets in their spare time?<br />Who tweetsforbusiness?<br />Who has a Deliciousaccount?<br />Who is on Facebook?<br />Who in on LinkedIn?<br />Who poststheirphotos on Flickr?<br />Who…?<br />
  9. 9. 9<br />CHANGE IN MEDIA USE<br />Source: http://www.baekdal.com<br />
  10. 10. 10<br />EXAMPLE: SOCIAL NETWORKS <br />
  11. 11. 11<br />EXAMPLE: MICRO BLOGGING<br />
  12. 12. 12<br />INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE<br />The Rise of Social Media<br />Social Media & The Research Process<br />Step 1 – Social Media Enabled Research<br />Step 2 – Advocacy Networks<br />Summary<br />
  13. 13. 13<br />PRO & CONS OF CLASSIC ONLINE RESEARCH<br />Pros:<br />Controlledconditions<br />Methodical<br />Clear resultsthatyoucananalyze<br />Cons:<br />“Clinical” environment<br />Not muchfun<br />Little opportunityforbignewideas<br />Nodialogue<br />
  14. 14. 14<br />PROS AND CONS OF SOCIAL MEDIA<br />Pros:<br />Clear opinions<br />Crediblesites<br />Directcommunications<br />Accessible<br />Cons:<br />Anonymous participants<br />Abundanceofunstructureddata<br />Lesscontrol<br />
  15. 15. 15<br />CONTROLLED CHAOS<br />
  16. 16. 16<br />EVOLUTION OF THE ONLINE CUSTOMER PANEL<br />Internet openness<br />Close and open customerrelationships<br />Change in usageneeds<br />Participation<br />Web 2.0<br />Socialmedia<br />Commitment<br />Co-creation<br />Consumer Advocacy<br />
  17. 17. 17<br />PANEL COMMUNITY <br />FACTORS FOR SUCCESS:<br />Find therightparticipants<br />Implementautomaticfeedbackprocesses<br />Encourageandincentivizepanelists<br />Combinequant. & qual. online research<br />Communicateeffectively in thepanel<br />Ensurehigherdataquality<br />+<br />+<br />+<br />+<br />Connect withthem on theirterms and withintheirenvironments<br />
  18. 18. 18<br />TREND & BEST PRACTICE: FUSION <br />COMBINE: ONLINE QUESTIONNAIRES AND DISCUSSION FORUMS<br />Multiple targetgroups<br />Combine qualitative and quantitative data<br />Examinationofsurveycontents<br />Feedback on results<br />Quick Polls withdirectfeedback<br />Delphi studies<br />Co creation<br />
  19. 19. Feedback & Interaktion<br />Feedback & Interakti<br />Whiteboards<br />Page fip<br />19<br />TREND & BEST PRACTICE: WEB 2.0 <br />Insert your own ure<br />Insert your own picture<br />Card sorting / shelf test<br />Card sorting<br />
  20. 20. 20<br />INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE<br />The Rise of Social Media<br />Social Media & The Research Process<br />Step 1 – Social Media Enabled Research<br />Step 2 – Advocacy Networks<br />Summary<br />
  21. 21. 21<br />TREND & BEST PRACTICE: FUSION<br />
  22. 22. 22<br />AFTER LOGGING IN<br />
  23. 23. 23<br />MANAGE WHICH INFORMATION TO SHARE<br />
  24. 24. 24<br />FIND OTHERS: BY INTERSTS, LOCATION…<br />
  25. 25. 25<br />PUSH OUT TO SOCIAL NETWORKING SITES <br />NOTE: Profile page and newsfeed exposure attracts new members<br />
  26. 26. 26<br />PULL IN OUTSIDE SOCIAL ACTIVITY<br />
  27. 27. 27<br />CHAT IN REAL TIME<br />
  28. 28. 28<br />HAVE MULTIPLE THREADED “DISCUSSIONS” <br />
  29. 29. 29<br />MEMBER-LED BLOAGS, UPLOADED FILES<br />(Rosie Davies)<br />
  30. 30. 30<br />RATE (AND BE RATED BY) OTHER MEMBERS <br />
  31. 31. 31<br />CROSS-PLATFORM ALERTS TO FEEDBACK OPPORTUNITIES<br />
  32. 32. 32<br />INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE<br />The Rise of Social Media<br />Social Media & The Research Process<br />Step 1 – Social Media Enabled Research<br />Step 2 – Advocacy Networks<br />Summary<br />
  33. 33. SOCIAL MEDIA’S IMPACT ON ADVOCACY <br />Increasingly fragmented communication environment<br />Consumers control their choices<br />Consumers are inundated with a constant barrage of messaging – which they tune out for sanity’s sake<br />What sticks in an attention economy?<br />Consumers list Word Of Mouth (WOM) and advice from friends and family as the primary influence on their decisions<br />Consumers are better marketers than marketers themselves<br />33<br />
  34. 34. SOCIAL MEDIA’S IMPACT ON ADVOCACY <br />Great opportunity to engage directly with consumers<br />Many are recommending marketers focus more strongly on a new mix: <br />“Word of mouth marketing is changing the brand-building game -- to the point where even long-established brand giants are calling their traditional branding techniques into question.” – Harvard Business’ Discussion Leader<br />“Make your consumer an advocate: Shift marketing objectives from sending a message to facilitating conversations with and between consumers.” – Marketing and Media Ecosystem 2010 (ANA, IAB, AAAA, Booz Allen Hamilton)<br />34<br />
  35. 35. 35<br />TWO ADVOCACY NETWORKS<br />2,500+ bloggers (primarily women) have agreed to receive news and information; engage in concept tests, etc. <br />Opportunity to “Join the Conversation” with influential consumers online.<br />It’s about the bloggers – their opinions, their interests and what is relevant to them. <br />More than 170k influential consumers who have agreed to receive new product news, behind the scenes looks at General Mills and special offers. <br />Members interested in new products generally and most in food specifically.<br />Influential consumers tend to talk with others about their new discoveries. <br />
  36. 36. 36<br />MY BLOG SPARK PRESS <br />“Moms get access to products they and their kids will probably like, while General Mills gets some positive social media press. This is social media done right.”<br />
  37. 37. 37<br />MY BLOG SPARK HOMEPAGE <br />
  38. 38. 38<br />MY BLOG SPARK PERSONAL PAGE<br />
  39. 39. 39<br />MY BLOG SPARK EXAMPLE<br />“Hey everyone, I am so excited to be part of this new network called MyBlogSpark. It’s a network where bloggers can get the scoop on new products to sample, prizes to give away …Yeah!”<br />
  40. 40. 40<br />MY BLOG SPARK EXAMPLE<br />Date: September 26, Comments: 445<br />http://islandlife808.com/giveaways/giveaway-pillsbury-savorings-flaky-pastry-bites//<br />Kailani of Mommy Goggles said the following: <br />“…when I had the opportunity to sample Pillsbury Savorings Flaky Pastry Bites, I jumped at the chance. I mean, who doesn’t love Pillsbury?” <br />
  41. 41. EXAMPLE 2: PSST… COMMUNITY<br />
  42. 42. INDIVIDUAL WEB PAGE<br />
  43. 43. PSSST… Example<br />Progresso Broth<br />
  44. 44. 44<br />INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE<br />The Rise of Social Media<br />Social Media & The Research Process<br />Step 1 – Social Media Enabled Research<br />Step 2 – Advocacy Networks<br />Summary<br />
  45. 45. 45<br />SUMMARY<br />The riseofsocialmediapresentsnewopportunitiestoleverageexistingplatformsthat will extendyourdialogue<br />Social-Mediaenabled Panel Communities are a good start<br />Begin theprocessof surrender whilecontrollingyourinsights<br />Fusion Research<br />Web 2.0 Surveys<br />Go beyond email<br />Consideran advocacynetwork<br />
  46. 46. 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 />46<br />
  47. 47. 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 />
  48. 48. © 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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