guide to private online communities
TRANSCRIPT
GUIDE TO PRIVATE ONLINE
COMMUNITIES
A Publication of Riedel
Marketing Group
2014 Riedel Marketing Group 1
Guide To Private Online Communities
A.J. Riedel is Senior Partner and Founder of Riedel Marketing Group, providing housewares companies with the market intelligence and consumer insight they need to make informed decisions.
A.J. has extensive experience with online surveys, product concept tests, market and competitive assessments, and home-use tests and has been managing the HomeTrend Influentials Panel (HIP) since it’s inception in 2004.
www.twitter.com/AJRat4RMGhttp://www.linkedin.com/company/riedel-marketing-group
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By A.J. Riedel
Anyone who is involved in the marketing or development of housewares products:
• Product managers
• Product Developers and Designers
• Marketing Managers and Directors
• Vice Presidents of Marketing and Product Development
• CMO’s
• Entrepreneurs
• Inventors
Anyone who wants to gain a better understanding of what consumers are thinking, doing, and buying.
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Who Should Read This Guide
If your company is consumer-centric (or wants to transition from product-centric to consumer-centric), a private online community must be part of your marketing, social media, and product development strategy.
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Why You Should Read This Guide
If your company is consumer-centric (or wants to transition from product-centric to consumer-centric), a private online community must be part of your marketing, social media, and product development strategy.
This guide will introduce you to Private Online Communities: what they are, what they can be used for, the benefits of establishing and using a POC, the advantages of POC’s over traditional ad hoc market research, and what you need to know about the nuts and bolts of building and managing a POC.
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Why You Should Read This Guide
Why Are Private Online Communities So Important? 7
What Are Private Online Communities? 11
What Are Private Online Communities Used For? 19
What Are the Benefits of Private Online Communities? 26
Why Use Private Online Communities Instead Of Doing Ad Hoc Market Research Studies? 37
Why Are Private Online Communities Such A Powerful Tool? 42
How To Get The Most Out Of Your Private Online Community 56
Summary 69
How to Get Started 76
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Table of Contents
The dramatic growth in use of technology and social media by
consumers has led to a corresponding increase in the use
of Private Online Communities (POC’s) and their acceptance as a
valid research tool.
Why Are Private Online Communities So
Important?
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The dramatic growth in use of technology and social media by
consumers has led to a corresponding increase in the use
of Private Online Communities (POC’s) and their acceptance as a
valid research tool. These Communities create the potential for genuine dialogue and relationship
building with the people who buy and use your products.
Why Are Private Online Communities So
Important?
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The dramatic growth in use of technology and social media by
consumers has led to a corresponding increase in the use
of Private Online Communities (POC’s) and their acceptance as a
valid research tool. These Communities create the potential for genuine dialogue and relationship
building with the people who buy and use your products.
Why Are Private Online Communities So
Important?
Companies who own and use Private Online Communities develop better products and
have marketing programs and packaging that are more
effective.
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Pre-recruited groups of people who participate in market research
projects and other online activities on an on-going basis.
What Are Private Online Communities?
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Pre-recruited groups of people who participate in market research
projects and other online activities on an on-going basis.
What Are Private Online Communities?
Built & managed for use by a single
company.
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Pre-recruited groups of people who participate in market research
projects and other online activities on an on-going basis.
50 to 500 members.
What Are Private Online Communities?
Built & managed for use by a single
company.
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Pre-recruited groups of people who participate in market research
projects and other online activities on an on-going basis. Interactive; Two-way
communication between panel members and
company.50 to 500 members.
What Are Private Online Communities?
Built & managed for use by a single
company.
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Pre-recruited groups of people who participate in market research
projects and other online activities on an on-going basis. Interactive; Two-way
communication between panel members and
company.50 to 500 members.
What Are Private Online Communities?
Built & managed for use by a single
company.
Highly engaged community members.
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Pre-recruited groups of people who participate in market research
projects and other online activities on an on-going basis. Interactive; Two-way
communication between panel members and
company.50 to 500 members.
What Are Private Online Communities?
Built & managed for use by a single
company.
Highly engaged community members.
Not just for market research; community
members participate a variety of activities.
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Chats groups, bulletin board discussions & forums
Product reviews
eDiariesProduct testing
Mini Polls
What Types Of Activities Do Members
Participate In?
Online surveys
Contests
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What Can Private Online Communities Be
Used For?UNDERSTAND YOUR CONSUMER
Learn about consumer habits and practices
Discover unmet needs and unsolved problems
Find out how consumers shop and make purchase decisions
Track customer satisfaction
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UNDERSTAND YOUR CONSUMER
Learn about consumer habits and practices
Discover unmet needs and unsolved problems
Find out how consumers shop and make purchase decisions
Track customer satisfaction
OPTIMIZE ADVERTISING & PROMOTION
Test taglines Get feedback on packaging & advertising
copy Develop marketing plans Get ideas for social media campaigns Measure advertising impact Test alternative ad and promo campaigns Track brand awareness and perceptions Get testimonials for ad campaigns
What Can Private Online Communities Be
Used For?
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NEW PRODUCT DEVELOPMENT
Brainstorm new product ideas
inspire new features and products Get feedback on new product ideas Find out how to improve existing
products Get feedback throughout the
development process Test new product concepts, prototypes,
and finished products Determine volume potential
UNDERSTAND YOUR CONSUMER
Learn about consumer habits and practices
Discover unmet needs and unsolved problems
Find out how consumers shop and make purchase decisions
Track customer satisfaction
OPTIMIZE ADVERTISING & PROMOTION
Test taglines Get feedback on packaging & advertising
copy Develop marketing plans Get ideas for social media campaigns Measure advertising impact Test alternative ad and promo campaigns Track brand awareness and perceptions Get testimonials for ad campaigns
What Can Private Online Communities Be
Used For?
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UNDERSTAND YOUR CONSUMER
Learn about consumer habits and practices
Discover unmet needs and unsolved problems
Find out how consumers shop and make purchase decisions
Track customer satisfaction
OPTIMIZE ADVERTISING & PROMOTION
Test taglines Get feedback on packaging & advertising
copy Develop marketing plans Get ideas for social media campaigns Measure advertising impact Test alternative ad and promo campaigns Track brand awareness and perceptions Get testimonials for ad campaigns
OPTIMIZE PACKAGING
Identify most compelling consumer benefit
Test taglines
Get feedback on copy and graphics
Determine best package design
NEW PRODUCT DEVELOPMENT
Brainstorm new product ideas
inspire new features and products Get feedback on new product ideas Find out how to improve existing
products Get feedback throughout the
development process Test new product concepts, prototypes,
and finished products Determine volume potential
What Can Private Online Communities Be
Used For?
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Quantitative surveysIf you need to survey a representative sample of all adults, then the private panel is of limited value since it most likely contains only your customers or
those interested in your brand.
What Can’t Private Online Communities Be Used
For?
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Quantitative surveysIf you need to survey a representative sample of all adults, then the private panel is of limited value since it most likely contains only your customers or
those interested in your brand.
Many studies, however, can be conducted with the community;
it’s not a perfect sample, but often it is good enough to
provide you with the insight you need to make informed decisions.
What Can’t Private Online Communities Be Used
For?
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You get closer to your
consumers…
Which gives you a better understanding of their unmet needs, unsolved problems,
and biggest frustrations…
You’ll Develop Better Products
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You get closer to your
consumers…
Which gives you a better understanding of their unmet needs, unsolved problems,
and biggest frustrations…
You’ll Develop Better Products
Which leads you to develop new products that
meet the needs of the people who will be buying and using the products…
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You get closer to your
consumers…
Which gives you a better understanding of their unmet needs, unsolved problems,
and biggest frustrations…
Which leads to new product success!
You’ll Develop Better Products
Which leads you to develop new products that
meet the needs of the people who will be buying and using the products…
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You get collaborate with people who will be buying the product.
You’ll Develop More Effective Marketing
Programs And Packaging
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You’ll get to collaborate with people who will be
buying the product.
Which leads to marketing programs and packaging that resonate with consumers and get them to buy the product
You’ll Develop More Effective Marketing
Programs And Packaging
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Ask
Learn
Probe deeper
You’ll Make Better Decisions
Come to the
right decision
Ask more
Learn more
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You’ll Make Money and Save Money
When you engage deeply with your consumers and delve intensely into what
they are doing, thinking, and feeling…
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You’ll Make Money and Save Money
When you engage deeply with your consumers and delve intensely into what
they are doing, thinking, and feeling…
…You make sounder, more strategic business decisions…
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You’ll Make Money and Save Money
When you engage deeply with your consumers and delve intensely into what
they are doing, thinking, and feeling…
…You make sounder, more strategic business decisions……Decisions that
make money and save money.
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WHY USE PRIVATE ONLINE
COMMUNITIES INSTEAD OF DOING AD
HOC MARKET RESEARCH STUDIES?
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Cheaper Than Ad Hoc Research
You only pay for sample once when you recruit the community members for the first time and then you can use them as many times as you want for as long as
they remain members.
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Cheaper Than Ad Hoc Research
You only pay for sample once when you recruit the community members for the first time and then you can use them as many times as you want for as long as
they remain members. You’ll save 25–35% versus the price of traditional online
surveys.
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Faster Than Ad Hoc Research
Traditional ad hoc research typically takes 4 to 8 weeks
to go from inception to results.
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Faster Than Ad Hoc Research
Traditional ad hoc research typically takes 4 to 8 weeks
to go from inception to results.
With an online consumer community,
you can get results within days.
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People join online communities because they
like to feel involved in shaping companies and
products for the future and make a difference.
Thoughtful and Honest Feedback
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People join online communities because they
like to feel involved in shaping companies and
products for the future and make a difference.
They feel privileged to be on the panel and are willing and
anxious to participate.
Thoughtful and Honest Feedback
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People join online communities because they
like to feel involved in shaping companies and
products for the future and make a difference.
They feel privileged to be on the panel and are willing and
anxious to participate. Because it’s their
chance to make their mark, respondents
offer thoughtful and honest feedback.
Thoughtful and Honest Feedback
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You can use a variety of techniques that enable
you to get closer to your consumers and
understand them better.
Rich Deep Insight
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You can use a variety of techniques that enable
you to get closer to your consumers and
understand them better.
Rich Deep Insight
You can ask questions in new and engaging ways which provide you with
more meaningful findings.
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You can use a variety of techniques that enable
you to get closer to your consumers and
understand them better.
Rich Deep Insight
You can ask questions in new and engaging ways which provide you with
more meaningful findings. You can identify
problems that traditional research might not uncover.
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Enables Iterative Testing
Unlike traditional ad hoc consumer studies that are conducted with a sample purchased from an online consumer panel supplier…
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Enables Iterative Testing
Unlike traditional ad hoc consumer studies that are conducted with a sample purchased from an online consumer panel supplier…
…you can conduct iterative research studies
with the same participants.
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A “pre-quant” online discussion board or chat
can generate very helpful directions for
designing your qualitative survey.
Drives More Thorough Quantitative Research
Studies
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A “pre-quant” online discussion board or chat
can generate very helpful directions for
designing your qualitative survey.
You can test the questionnaire before
fielding the quantitative survey.
Drives More Thorough Quantitative Research
Studies
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A “pre-quant” online discussion board or chat
can generate very helpful directions for
designing your qualitative survey.
You can test the questionnaire before
fielding the quantitative survey.
Drives More Thorough Quantitative Research
Studies
You can conduct a post-quant survey to
uncover the why behind the numbers.
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Builds Brand Advocacy
“Communities create potential for genuine dialogue and relationship
building…if run correctly, these communities will develop into a
powerful resource that also builds
brand advocacy.” Michalis Michael, DigitalMR CEO
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Builds Brand Advocacy
“Communities create potential for genuine dialogue and relationship
building…if run correctly, these communities will develop into a
powerful resource that also builds
brand advocacy.” Michalis Michael, DigitalMR CEO
“Consumers have appreciation for the brands that want their opinion.”Leah Spokojny, Online Research Strategist at GutCheck
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The key to having a vibrant community that yields
meaningful insights is keeping members engaged.
Keep Community Members Engaged
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The key to having a vibrant community that yields
meaningful insights is keeping members engaged.
Keeping them engaged saves you time and money, so
it deserves a structured approach.
Keep Community Members Engaged
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The key to having a vibrant community that yields
meaningful insights is keeping members engaged.
Keeping them engaged saves you time and money, so
it deserves a structured approach.
Keeping members engaged begins with
a defined plan for touchpoints each
month.
Keep Community Members Engaged
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You will typically get better participation and better
information if participants are fairly compensated…
Compensate Participants Fairly
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You will typically get better participation and better
information if participants are fairly compensated…
…But it doesn’t have to be cash.
Compensate Participants Fairly
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You will typically get better participation and better
information if participants are fairly compensated…
…But it doesn’t have to be cash.
It can be products, contests,
sweepstakes, gift cards, etc.
Compensate Participants Fairly
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Tell Community Members What to Expect
At the outset, members need to know what they’ve signed up for –how often you’ll engage with them, what topics you’ll discuss and so on.
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Encourage Active Participation
Encourage members to post comments to discussion boards,
engage with other members while on-site, chat with moderators directly, use Webcams, upload photos and videos
and more.
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Make It Easy to Launch an Activity
Simplify the approval process so that a group or brand team can launch a
survey or other activity with minimum paperwork.
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Standardize
Standardize often-repeated types of studies so that the organization learns
over time what the answers mean.
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Create a Database
Create a database of normative data for the standardized studies
so that results have greater value and meaning.
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Charge The Private Panel’s Cost To A Central
Marketing Budget
Individual brands or groups should not be charged for using the community. If the studies are “free,” brands are eager to do as many studies as possible (and
thereby make better decisions).
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Summary
Private Online Communities are extremely valuable tools for marketers and product developers.
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Summary
Private Online Communities are extremely valuable tools for marketers and product developers.
POC’s are typically cheaper and faster than conducting ad hoc research studies.
2014 Riedel Marketing Group 71
Summary
Private Online Communities are extremely valuable tools for marketers and product developers.
POC’s are typically cheaper and faster than conducting ad hoc research studies.
A POC can be a long-term resource for valuable actionable consumer insight that will help your company develop better products and more effective marketing programs and packaging, make better decisions, make money, and save money.
2014 Riedel Marketing Group 72
Summary
Private Online Communities are extremely valuable tools for marketers and product developers.
POC’s are typically cheaper and faster than conducting ad hoc research studies.
A POC can be a long-term resource for valuable actionable consumer insight that will help your company develop better products and more effective marketing programs and packaging, make better decisions, make money, and save money.
If your company is consumer-centric (or wants to transition from product-centric to consumer-centric), a private online community must be part of your marketing, social media, and product development strategy.
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Summary
POC’s can be used to:
Gain a deeper more thorough understanding of your consumer
Optimize advertising and promotional programs to maximize their effectiveness
Develop new products that have a higher likelihood of marketplace success
Optimize package copy and graphics so that they grab shoppers’ attention and make them want to buy the product.
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Summary
Private Online Communities are a powerful consumer insight tool because:
You get thoughtful and honest feedback
You’ll gain rich deep insight
You are able to do iterative testing
You will be able to do more thorough quantitative research studies
You build brand advocacy.
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How to Get Started
Before you move forward with building a Private Online Community, you need to answer two important questions.
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Is it mainly for the creation and enhancements of your products or communications? Or is it for more traditional marketing needs such as customer segmentation, pricing research, and
purchase habits, usage and attitudes?
What Do You Want To Use The Community For?
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Is it mainly for the creation and enhancements of your products or communications? Or is it for more traditional marketing needs such as customer segmentation, pricing research, and
purchase habits, usage and attitudes?
What are the specific
objectives?
What Do You Want To Use The Community For?
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Is it mainly for the creation and enhancements of your products or communications? Or is it for more traditional marketing needs such as customer segmentation, pricing research, and
purchase habits, usage and attitudes?
What is the scope in terms of duration,
geography, size, profile of participants?
What are the specific
objectives?
What Do You Want To Use The Community For?
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If you plan to do less than 100 projects a year, you
should probably outsource to a research
company with expertise in private panel
development and management.
Should You Build And Manage Your POC
Internally Or Outsource?
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If you plan to do less than 100 projects a year, you
should probably outsource to a research
company with expertise in private panel
development and management.
If you plan to do more than 100 projects a year,
then building a professional internal staff
might make sense.
Should You Build And Manage Your POC
Internally Or Outsource?
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Sure you can do it yourself, but do you really have the time or the right people?
Considerations if You Decide to Do It Yourself
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Sure you can do it yourself, but do you really have the time or the right people?
You will need to hire people who really understand the nuts
and bolts of panel management, sampling, questionnaire design,
coding, tabulation, quality assurance, data security, and
email deliverability.
Considerations if You Decide to Do It Yourself
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Sure you can do it yourself, but do you really have the time or the right people?
You will need to hire people who really understand the nuts
and bolts of panel management, sampling, questionnaire design,
coding, tabulation, quality assurance, data security, and
email deliverability. You will need to invest in panel management and survey software.
Considerations if You Decide to Do It Yourself
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Sure you can do it yourself, but do you really have the time or the right people?
You will need to hire people who really understand the nuts
and bolts of panel management, sampling, questionnaire design,
coding, tabulation, quality assurance, data security, and
email deliverability. You will need to invest in panel management and survey software.
Considerations if You Decide to Do It Yourself
You will need to assign one person to be responsible for scheduling, expediting, and coordinating with internal
groups or brand teams to keep research projects moving ahead.
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Purchasing a turnkey private panel service frees you up to be the research
consultant within your organization, rather than the research mechanic.
Benefits of Outsourcing
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Purchasing a turnkey private panel service frees you up to be the research
consultant within your organization, rather than the research mechanic. You can operate with
minimal staff, since most of the work is performed
by your private-panel partner.
Benefits of Outsourcing
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Let Riedel Marketing Group
build and maintain your private online
community.
If You Decide to Outsource…
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Let Riedel Marketing Group
build and maintain your private online
community.
We’ll take care of the nuts and bolts of panel
management, member recruitment and retention,
sampling, questionnaire design, tabulation, and
analysis.
If You Decide to Outsource…
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Let Riedel Marketing Group
build and maintain your private online
community.
We’ll take care of the nuts and bolts of panel
management, member recruitment and retention,
sampling, questionnaire design, tabulation, and
analysis.
We’ll work closely and collaboratively with you
to make sure the community yields the
information and insight you need.
If You Decide to Outsource…
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Let Riedel Marketing Group
build and maintain your private online
community.
We’ll take care of the nuts and bolts of panel
management, member recruitment and retention,
sampling, questionnaire design, tabulation, and
analysis.
We’ll work closely and collaboratively with you
to make sure the community yields the
information and insight you need.
If You Decide to Outsource…
We have more than ten years of panel
management experience.
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Let Riedel Marketing Group
build and maintain your private online
community.
We’ll take care of the nuts and bolts of panel
management, member recruitment and retention,
sampling, questionnaire design, tabulation, and
analysis.
We’ll work closely and collaboratively with you
to make sure the community yields the
information and insight you need.
If You Decide to Outsource…
We have more than ten years of panel
management experience.
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Call or e-mail to get started today!