Ray Poynter from Vision Critical University gave a presentation on best practices for creating and maintaining community engagement. He discussed how engagement leads to higher response rates, which results in cheaper, faster, and better research. Poynter explained how to engage both community members and external stakeholders. Some tips he provided included having an engagement plan, measuring engagement metrics, engaging with a variety of tasks including complex ones, and targeting the right respondents. The presentation also looked at specific examples like the Policy Voice community in the UK that has achieved high response rates through consistent and impactful engagement of its members.

1. A
Presenta*on
from
the
NewMR
Communi*es
Event
15
February
2013
All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material
For
more
informa:on
about
NewMR
events
visit
h?p://newmr.org
For
more
informa:on
about
dub
visit
h?p://dubstudios.com
Event
Sponsor
Best
prac:ces
in
crea:ng
and
maintaining
community
engagement
Ray
Poynter
Vision
Cri:cal
University

2. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Best
prac*ces
in
crea*ng
and
maintaining
community
engagement
Ray
Poynter
Director,
Vision
Cri:cal
University
Author,
The
Handbook
of
Online
and
Social
Media
Research

3. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013

4. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
The
response
rate
equa*on
Higher
response
rates
mean
$ Cheaper
research
· Faster
research
J Be?er
research
Engagement
=
key
tool
for
high
response
rates

5. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Engaging?
A. Members
B. Stakeholders

6. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Hard
Cases
1. Zero
customer
associa:on
2. B2B,
hard
to
reach,
C-­‐suite

7. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013

8. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013

9. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Crea:ve
recruitment
channels

10. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Being
brave
pays
off!

11. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
A
taste
of
some
of
the
social
buzz…

12. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Tone
of
voice

13. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Variety
of
topics

14. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Contextual
ques:ons

15. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Feedback,
feedback,
feedback

16. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Feedback,
feedback,
feedback

17. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
The
third
challenge
Engaging internal stakeholders
Engaging external stakeholders

18. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Infographics

19. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
External
stakeholders

20. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
UK Institute of Directors

21. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Who are the Policy Voice members?
3,000
Policy
Voice
members
MD,
CEO,
CFO
etc.
Member
profile
85%
are
male
90%
are
between
40-­‐69
years

22. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Engagement Through Impact

23. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013

24. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Credibility and Engagement
No
fewer
than
1,000
completes
per
survey
Only
one
survey
a
month
to
set
expecta*ons
All
member
comments
are
reviewed
Engaging
Visible
results
Consistent
comple*on
rate
of
45%

25. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
What the members say
“Policy
Voice
lets
me
have
more
say
in
what
ma1ers
to
me
than
my
vote
in
a
general
elec6on
does.”
“I
feel
that
I
am
given
the
chance
to
use
my
voice
in
a
far
more
effec3ve
way
than
any
other
available
to
me
as
a
businessman.”
“Taking
part
has
provided
me
with
the
opportunity
to
take
a
closer
look
at
my
company
from
angles
that
I
might
not
normally
examine
the
business
from.”

26. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Six
Engagement
Tips
1. Have
a
plan
2. Measure
your
engagement
and
set
targets
3. Engage
community
members
AND
stakeholders
4. Do
the
obvious,
e.g.
engaging
surveys,
newsle?ers,
videos,
personali:es
etc.
5. Vary
the
tasks,
including
complex
and
demanding
tasks
6. Target
tasks
to
the
right
respondents

27. Ray Poynter, Vision Critical University, UK
Session 1: Research Communities, March 15, 2013
Q
&
A
Tom De Ruyck, InSites Consulting, Belgium
Session 2: Research Communities, March 15, 2013
Ray
Poynter
Vision
Cri:cal
University
Peter
Harris
Vision
Cri:cal