Challenges and Opportunities for International Communities

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Challenges and Opportunities for International Communities

  1. 1. Presenter MCRay Poynter Daniel Alexander-HeadExecutive Vice President Vice President MarketingChallenges and opportunities for international communities 27 March 2012 Community Panel Webinars 2012
  2. 2. AgendaWhat is an international community?The challenges?The benefits?Top tips? Community Panel Webinars 2012
  3. 3. Communities Short-term MROC Long-term MROC Community Panel Community Panel Webinars 2012
  4. 4. Community Panel Webinars 2012
  5. 5. International communities • Airline community in the US • Membership community in the Netherlands • Global B2B IT community • 16 country media community, with 14 languages Community Panel Webinars 2012
  6. 6. Challenges Community Panel Webinars 2012
  7. 7. Community Panel Webinars 2012
  8. 8. Translation Issues Ongoing discussions Focus groups Surveys Community Panel Webinars 2012
  9. 9. Community Panel Webinars 2012
  10. 10. Different Strokes for Different Folks Major events – USA Christmas/New Year/Labour Day – Hong Kong Chinese New Year – Egypt Ramadan Working week – USA: Monday-Friday – Saudi Arabia: Sunday-Thursday – Bangladesh: Saturday-Wednesday Community Panel Webinars 2012
  11. 11. Community Panel Webinars 2012
  12. 12. Community Panel Webinars 2012
  13. 13. $ € ₤Community Panel Webinars 2012
  14. 14. Community Panel Webinars 2012
  15. 15. OptionsEnglish only communitiesLocal languages – Central – Devolved Community Panel Webinars 2012
  16. 16. The ‘English Only’ Community Community Panel Webinars 2012
  17. 17. The ‘Spanish Only’ Community Community Panel Webinars 2012
  18. 18. One languageSelf-serve modelPartner modelRecruit skillsHybrid– Eg Surveys and newsletters from agency, discussions via local client Community Panel Webinars 2012
  19. 19. Multiple languages Self-serve model Partners model Recruit skills Hybrid – Eg Surveys and newsletters from agency, discussions via local client Community Panel Webinars 2012
  20. 20. Examples Community Panel Webinars 2012
  21. 21. Four Country MROC Community Panel Webinars 2012
  22. 22. Dutch Membership Community 1 country, Dutch Partner 1 overall portal Self-serve and full-service Community Panel Webinars 2012
  23. 23. Multi-country Media Community 16 countries, local languages 1 portal for each country Largely self-serve Scripting and research assistance A hybrid approach Community Panel Webinars 2012
  24. 24. Multi-country TI B2E Community Multiple countries Portals by language Largely self-serve Scripting and research assistancePaper to be presented by Monique Morden and Eddie Accomando at ESOMAR LatAm May 2012 Community Panel Webinars 2012
  25. 25. 5 Top Tips1. Multiple countries do not always generate economies of scale 2+2, can = 3, or 4, or 52. Assess the overlap between what is possible and what is useful3. A key question is how central are qualitative exercises to the project4. Don’t assume that you understand somebody’s culture just because they understand English5. Think hybrid, including self-serve, partners, and utilising core English AND local languages Community Panel Webinars 2012
  26. 26. Thank YouFor more information contact: 1-7 Boundary Row London, SE1 8HP United Kingdom Phone: +44 (0) 20 7633 2900 T: @RayPoynter L: http://www.linkedin.com/in/raypoynter Community Panel Webinars 2012

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