PANEL COMMUNITIES:HOW MR AGENCIES CAN THRIVE IN A COMMUNITY-DRIVEN WORLD<br />DANIEL COATES<br />PRESIDENT, GLOBALPARK // ...
FREQUENTLY ASKED QUESTIONS<br />Can I get a copy of today’s presentation? <br />Is today’s webinar being recorded? <br />C...
3<br />AGENDA<br />HOW MR AGENCIES CAN THRIVE IN A COMMUNITY-DRIVEN WORLD<br />What‘s going on?Historical context, market ...
HISTORICAL CONTEXT<br />A natural extension of online research, communities are the  application of panel management tools...
5<br />
6<br />
7<br />
8<br />
9<br />
10<br />
CUSTOMERS RULE!<br />PRODUCT INNOVATION<br />The locus of control is firmly in the hands of the consumer and the web is th...
CUSTOMERS RULE!<br />CAMPAIGN EFFECTIVENESS & MARKETING REACH<br />Not only is the product co-owned, so are messaging & ma...
MARKET PRESSURES<br />The community market is crowded, with entrants from all angles:<br />Tech Providers<br />PR Agencies...
REQUIRED SKILLS<br />Community<br />Portal Development (Web development / database)<br />Recruitment (Web, email and offli...
REQUIRED SKILLS<br />Community<br />Portal Development (Web development / database)<br />Recruitment (Web, email and offli...
SEIZE THE OPPORTUNITY<br />IT‘S YOURS FOR THE TAKING<br />In 2010, over 60% of Fortune 1000 companies plan to have some ki...
17<br />AGENDA<br />What‘s going on?Historical context, market dynamics & opportunities<br />Selling The Value<br />Creati...
SELLING THE VALUE<br />IDENTIFY A NEED & AVOID THE PITFALLS OF UNSCIENTIFIC POPULATIONS<br />Start by talking to existing ...
DEFINING YOUR PANEL COMMUNITY OFFERING<br />PACKAGING YOUR SOLUTION<br />Define your target audience<br />Organizations: B...
20<br />AGENDA<br />What‘s going on?Historical context, market dynamics & opportunities<br />Selling The Value<br />Creati...
CREATING VIBRANT PANEL COMMUNITIES<br />The Payoffs of Proprietary Panel Communities<br />Get Started: The 5 Steps to Buil...
Panel Site Development<br />Recruitment Plans<br />Registration & Profiling<br />Incentive Plans<br />Panel Lockouts & Hyg...
Contact: “The magic number”<br />Segmentation & profiling<br />Motivating response<br />Multi-method approaches<br />Web 2...
INNOVATE:  THE SOCIAL MEDIA AGE<br />Use social media to extend dialogues<br />Fusequant and qual on oneplatform<br />Inco...
Focus on the insights, not the process<br />Look for opportunities to automate & streamline so that you have time to think...
26<br />AGENDA<br />What‘s going on?Historical context, market dynamics & opportunities<br />Selling The Value<br />Creati...
CUSTOMER EXAMPLE: ONLINE PANELS<br />AUTHENTIC RESPONSE<br />More than 4 million panelists<br />Heavily profiled<br />Inte...
CUSTOMER EXAMPLE: ONLINE DIARIES<br />TNS WORLD<br />Online Diaries<br />Multilingual<br />International<br />Personal: di...
CUSTOMER EXAMPLE: ONLINE DIARIES<br />29<br />
CUSTOMER EXAMPLE: ONLINE DIARIES<br />30<br />
CUSTOMER EXAMPLE: CUSTOMER ADVISORY<br />Customer Care & Consulting<br />Advisory panel communities<br />~200,000 particip...
CUSTOMER EXAMPLE: INTERNAL MR<br />GENERAL MILLS<br />Advisory panels<br />Online and offline mix<br />Feedback on existin...
SUMMARY<br />Hundreds (thousands!) of communities will be built this year<br />Research agencies are poised to add the gre...
THANK YOU...ANY QUESTIONS?<br />daniel.coates@globalpark.com<br />CONTINUE THE CONVERSATION ON TWITTER<br />@Globalpark_Ne...
COME SEE US IN PERSON<br />35<br />
ABOUT US<br />Globalpark provides panel, community and survey software that enables organizations to manage what matters a...
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Panel Communities for MR Industry: How MR Agencies Can Thrive In Community-Driven World

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In 2010, 60% of Fortune 1000 companies are expecting to have some form of online community for marketing use. What does this mean for you? A significant opportunity to get closer to your clients by helping them get closer to their customers!

As a researcher, you are uniquely positioned to provide your clients instant, on-demand access to customers, with the ability to monitor behavior and sentiment over time.

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  • Since “communities” can have multiple owners within an organization, the market for standard community capabilities is crowded, with entrants coming from all angles:Tech ProvidersPRCRMMR AgenciesIt’s relatively difficult to develop the skills to mine conversations and survey data for insights, giving MR practitioners a distinct advantage when building the corporate ‘feedback channel’
  • With all of the players racing into the field, it’s important to differentiateStart by talking to existing clients, determining how to support their goalsUnderstand that your MR contacts may not be on the inside track of the internal marketing community discussionUnderscore the value of a community that is representative &amp; scientificHeavy, moderate &amp; light usersCustomers, lapsed customers &amp; prospectsFans AS WELL AS foesUnderstand that a catch as catch can community is at best a directional deviceAvoid being the source of a“Dewey Defeats Truman”, or Tropicana Package Design scandal
  • All available from our website Events page
  • TNS Worldpanel Diaries: Food, Personal Hygiene, Shopping, Women (Korea)Uses Globalpark online diary technology with the goal of creating a future-proof and systematic extension to TNS Consumer ResearchFully integrated into TNS worldwide database and workflowsAutomatic set up of new questionnaires based on TNS worldwide databaseSophisticated interactive questionnaire structure with AJAXBar code scanner integratedBenefits for TNS: Faster trend-spotting and pattern detection“more with less” due to the efficiency of the platform and process
  • Example of an agency who uses our platform to host customer advisory panel communities for clients such as BMW and Mars (as in chocolate: M&amp;Ms, Mars bars; and pet food: whiskas, pedigree)BMW: asked customers about 2009 car models (familiarity, like/dislike, suggestions for improvement…) and online services (usage, helpfulness…)Mars: asked customers about packaging/products, in addition to lifestyle insights (example – MARS: When, Why, How people eat chocolate (food diary); PET BRANDS: human/pet relationships, attitudes, daily routines)
  • Experienced: over 10 years in panel; 2 in community
  • MRC: Over 100 people attending from around the world, with speakers from Coca-Cola, Google, Nokia, Ipsos and KantarARF: March 22-23 in NYC.
  • Panel Communities for MR Industry: How MR Agencies Can Thrive In Community-Driven World

    1. 1. PANEL COMMUNITIES:HOW MR AGENCIES CAN THRIVE IN A COMMUNITY-DRIVEN WORLD<br />DANIEL COATES<br />PRESIDENT, GLOBALPARK // FEB 24, 2010<br />
    2. 2. FREQUENTLY ASKED QUESTIONS<br />Can I get a copy of today’s presentation? <br />Is today’s webinar being recorded? <br />Can I ask questions during the event? <br /> The answer is, YES<br />2<br />
    3. 3. 3<br />AGENDA<br />HOW MR AGENCIES CAN THRIVE IN A COMMUNITY-DRIVEN WORLD<br />What‘s going on?Historical context, market dynamics & opportunities<br />Selling the Value<br />Creating a Vibrant Panel Community<br />Customer Examples<br />
    4. 4. HISTORICAL CONTEXT<br />A natural extension of online research, communities are the application of panel management tools to targeted groups where connections can be mined for insights from:<br />Consumers<br />Employees<br />Partners<br />Along the way, the marketing department realized that feedback has marketing & PR value<br />4<br />
    5. 5. 5<br />
    6. 6. 6<br />
    7. 7. 7<br />
    8. 8. 8<br />
    9. 9. 9<br />
    10. 10. 10<br />
    11. 11. CUSTOMERS RULE!<br />PRODUCT INNOVATION<br />The locus of control is firmly in the hands of the consumer and the web is their weapon of choice<br />Product ideation<br />Product co-creation / collaborative design<br />Product reviews<br />Product ratings<br />11<br />
    12. 12. CUSTOMERS RULE!<br />CAMPAIGN EFFECTIVENESS & MARKETING REACH<br />Not only is the product co-owned, so are messaging & marketing <br />Consumer blogs<br />Brand advocacy<br />House parties<br />WOM is the most trusted source of product information, making the consumer a better marketer than the brands themselves<br />12<br />
    13. 13. MARKET PRESSURES<br />The community market is crowded, with entrants from all angles:<br />Tech Providers<br />PR Agencies<br />CRM Providers<br />MR Agencies<br />Sites built to capture insights from the start will reap the most rewards<br />Advantage: MR Agencies!<br />13<br />
    14. 14. REQUIRED SKILLS<br />Community<br />Portal Development (Web development / database)<br />Recruitment (Web, email and offline)<br />Support (Managing complaints, interacting with members)<br />Research<br />Authoring survey content<br />Programming surveys<br />Drawing samples<br />Field management<br />Online reporting<br />Data analysis<br />Interpreting Results<br />14<br />WHAT DOES IT TAKE TO BE SUCCESSFUL?<br />DIY MODEL<br />
    15. 15. REQUIRED SKILLS<br />Community<br />Portal Development (Web development / database)<br />Recruitment (Web, email and offline)<br />Support (Managing complaints, interacting with members)<br />Research<br />Authoring survey content<br />Programming surveys<br />Drawing samples<br />Field management<br />Online reporting<br />Data analysis<br />Interpreting Results<br />15<br />WHAT DOES IT TAKE TO BE SUCCESSFUL?<br />PARTNER WITH GP MODEL<br />
    16. 16. SEIZE THE OPPORTUNITY<br />IT‘S YOURS FOR THE TAKING<br />In 2010, over 60% of Fortune 1000 companies plan to have some kind of community for marketing use<br />Will it yield signal or noise?<br />16<br />
    17. 17. 17<br />AGENDA<br />What‘s going on?Historical context, market dynamics & opportunities<br />Selling The Value<br />Creating Vibrant Panel Communities<br />Customer Examples<br />
    18. 18. SELLING THE VALUE<br />IDENTIFY A NEED & AVOID THE PITFALLS OF UNSCIENTIFIC POPULATIONS<br />Start by talking to existing clients, determining how to support their goals<br />Beyond your existing MR contacts <br />Underscore the value of a community that is representative & scientific:<br />Heavy, moderate & light users<br />Customers, lapsed customers & prospects<br />Fans AS WELL AS foes<br />Avoid being the source of a Tropicana Package Design scandal<br />18<br />
    19. 19. DEFINING YOUR PANEL COMMUNITY OFFERING<br />PACKAGING YOUR SOLUTION<br />Define your target audience<br />Organizations: Brands, Agencies, Associations, Networks<br />Stakeholders: Consumers, Advocates, Employees, Partners…<br />Identify opportunities and objectives<br />Product Innovation, Customer Loyalty, Campaign Effectiveness, Marketing Reach<br />Deliver the tools<br />Community & incentive management<br />Quantitative research<br />Qualitative insights<br />Generating insights<br />Linking online, mobile and offline activities<br />Go to market<br />19<br />
    20. 20. 20<br />AGENDA<br />What‘s going on?Historical context, market dynamics & opportunities<br />Selling The Value<br />Creating Vibrant Panel Communities<br />Customer Examples<br />
    21. 21. CREATING VIBRANT PANEL COMMUNITIES<br />The Payoffs of Proprietary Panel Communities<br />Get Started: The 5 Steps to Building a Panel Community<br />Engage: Focus on Respondents<br />Innovate: Research in the Social Media Age<br />Optimize: Take Control with Automation & Integration<br />21<br />A 5-PART VIDEO SERIES<br />View recordings, register at www.globalpark.com/webinars<br />
    22. 22. Panel Site Development<br />Recruitment Plans<br />Registration & Profiling<br />Incentive Plans<br />Panel Lockouts & Hygiene<br />22<br />Get Started: The 5 Steps to Building A panel community<br />
    23. 23. Contact: “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 />23<br />Engage: Focus on Respondents<br />
    24. 24. INNOVATE: THE SOCIAL MEDIA AGE<br />Use social media to extend dialogues<br />Fusequant and qual on oneplatform<br />Incorporate Web 2.0 Surveys<br />Go beyondemailforinvitations<br />Consider an advocacynetwork<br />24<br />
    25. 25. Focus on the insights, not the process<br />Look for opportunities to automate & streamline so that you have time to think<br />Create a symphony of collaboration<br />Don‘t let your panel get out of control – panel hygiene matters!<br />Interconnect your panel communitywith other business processes in order todrive maximal business value<br />25<br />Optimize: Take Control with Automation & Integration<br />
    26. 26. 26<br />AGENDA<br />What‘s going on?Historical context, market dynamics & opportunities<br />Selling The Value<br />Creating Vibrant Panel Communities<br />Customer Examples<br />
    27. 27. CUSTOMER EXAMPLE: ONLINE PANELS<br />AUTHENTIC RESPONSE<br />More than 4 million panelists<br />Heavily profiled<br />International, Multilingual<br />Consumer, B2B, Specialty<br />PUBLIC OPINIONS<br />~1 million members worldwide<br />Multilingual<br />Focus: consumers<br />27<br />
    28. 28. CUSTOMER EXAMPLE: ONLINE DIARIES<br />TNS WORLD<br />Online Diaries<br />Multilingual<br />International<br />Personal: diet, routine, shopping, activities…<br />28<br />
    29. 29. CUSTOMER EXAMPLE: ONLINE DIARIES<br />29<br />
    30. 30. CUSTOMER EXAMPLE: ONLINE DIARIES<br />30<br />
    31. 31. CUSTOMER EXAMPLE: CUSTOMER ADVISORY<br />Customer Care & Consulting<br />Advisory panel communities<br />~200,000 participants<br />Input on product design, development<br />Feedback on existing products<br />“Lifestyle” insights <br />Multi-client panel<br />B2C clients<br />Focus: customer base<br />31<br />
    32. 32. CUSTOMER EXAMPLE: INTERNAL MR<br />GENERAL MILLS<br />Advisory panels<br />Online and offline mix<br />Feedback on existing products<br />Input on product design, development<br />Consumer resource sites<br />Online and offline mix<br />Share opinions, coupons via existing social networks (FB…)<br />Word-of-mouth marketing<br />32<br />
    33. 33. SUMMARY<br />Hundreds (thousands!) of communities will be built this year<br />Research agencies are poised to add the greatest value<br />Continual monitoring of sentiment, behavior<br />Structured communities yielding accurate results<br />Measurable impact to product development, customer retention and marketing strategy<br />Globalpark is your best technology partner<br />Fully-integrated panel community and survey software<br />Efficient<br />Experienced<br />Non-competitive<br />33<br />MR AGENCIES CAN THRIVE IN 2010...GLOBALPARK IS YOUR BEST PARTNER<br />
    34. 34. THANK YOU...ANY QUESTIONS?<br />daniel.coates@globalpark.com<br />CONTINUE THE CONVERSATION ON TWITTER<br />@Globalpark_News<br />
    35. 35. COME SEE US IN PERSON<br />35<br />
    36. 36. ABOUT US<br />Globalpark provides panel, community and survey software that enables organizations to manage what matters across the enterprise. By capturing feedback and tracking behavior of customers, employees and partners, they gain insights that drive better business decisions. By identifying and empowering influential advocates, they build reputation and extend reach. Founded in 1999, Globalpark software is German-engineered and globally-tested by leading brands and top market research institutes, including: Continental, Daimler, General Mills, GfK, IDC, Nintendo, SonyBMG, TNS, Warner Music and Wrigley. Globalpark is staffed by renowned research pioneers, with offices across the US, UK, Germany and Austria.<br />Globalpark AG<br />Kalscheurener Str. 19a<br />50354 Huerth<br />Germany(Headquarters)<br />Tel.: +49 2233 7933 6<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 />LOCATIONS<br />Globalpark UK Ltd.<br />5 Archie Street <br />London SE1 3JT<br />Great Britain<br />Tel.: +44 207 403 3900<br />Globalpark Oesterreich GmbH<br />Wassergasse 25<br />1030 Vienna<br />Austria<br />Tel.: +43 1715 0289 11<br />Daniel Coates<br />President, Globalpark Inc.<br />+1 646 597 6725 x101<br />daniel.coates@globalpark.com<br />CONTACT<br />

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