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 processesTRANSCRIPT
INNOVATE: PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE
2 OF 5 // PANEL COMMUNITY “HOW TO” SERIES
PANEL COMMUNITY “HOW TO” SERIESA 5-PART EDUCATIONAL PROGRAM
I. THE PAYOFFS OF PANEL COMMUNITIES: WHAT YOU NEED TO KNOW
II. GET STARTED: 5 STEPS TO BUILDING A CUSTOM PANEL
III. ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE
IV. INNOVATE: PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE
V. OPTIMIZE: AUTOMATE AND INTEGRATE YOUR PANEL FOR GREATEST EFFICIENCIES AND IMPACT
2
Private online communities engage
{customers, employees, partners}
and capture actionable insights
that drive business improvement
I. THE PAYOFFS OF PANEL COMMUNITIES
INNOVATION LOYALTY REVENUE REACH
4II. GET STARTED: THE 5 STEPS TO BUILDING A CUSTOM PANEL COMMUNITY
1. Panel Site Development
2. Recruitment Plans
3. Registration & Profiling
4. Incentive Plans
5. Panel Lockouts & Hygiene
5III. ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE
“The magic number”
Segmentation & profiling
Motivating response
Multi-method approaches
Web 2.0 survey design
Page fipWhiteboards
Card sorting / shelf test
6IV. INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE
1. The Rise of Social Media
2. Social Media & The Research Process
3. Step 1 – Social Media Enabled Research
4. Step 2 – Advocacy Networks
5. Summary
7FROM CONSUMER TO PROSUMER
TV
Web 1.0
Web2.0
Lean Back: Consuming Passively watch programs and be entertained
Lean forward: Interaction Seach for product information, compare prices, make bookings, order goods
Jump in: Prosume Actively create your own content: comments, opinions, photos, video
Source: www.absolit.de
8CHANGE IN THE USE OF THE WEB
Who has a private blog?
Who‘s company has a blog?
Who tweets in their spare time?
Who tweets for business?
Who has a Delicious account?
Who is on Facebook?
Who in on LinkedIn?
Who posts their photos on Flickr?
Who…?
9CHANGE IN MEDIA USE
Source: http://www.baekdal.com
10EXAMPLE: SOCIAL NETWORKS
Social network-ing: all
facebook.com hi5.com friendster.com Orkut bebo.com Skyrock Network
myspace.com0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
25%
153%
100%
50%41%
32%
19%
3%
Social networking sites: % growth in unique visitorsbetween June 2007 and June 2008
Source: comScore: World Metrix
11EXAMPLE: MICRO BLOGGING
12INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE
1. The Rise of Social Media
2. Social Media & The Research Process
3. Step 1 – Social Media Enabled Research
4. Step 2 – Advocacy Networks
5. Summary
13PRO & CONS OF CLASSIC ONLINE RESEARCH
Pros:
Controlled conditions
Methodical
Clear results that you can analyze
Cons:
“Clinical” environment
Not much fun
Little opportunity for big new ideas
No dialogue
14PROS AND CONS OF SOCIAL MEDIA
Pros:
Clear opinions
Credible sites
Direct communications
Accessible
Cons:
Anonymous participants
Abundance of unstructured data
Less control
15CONTROLLED CHAOS
16EVOLUTION OF THE ONLINE CUSTOMER PANEL
Internet openness
Social media
Close and open customer
relationships
Change in usage needs
Consumer Advocacy
Commitment
Participation
Co-creation
Web 2.0
17PANEL COMMUNITYFACTORS FOR SUCCESS:
Find the right participants
Communicate effectively in the panel
Ensure higher data quality
Connect with them on their terms and within their environments
Combine quant. & qual. online research
Encourage and incentivize panelists
Implement automatic feedback processes
+ + + +
18TREND & BEST PRACTICE: FUSION
Multiple target groups
Combine qualitative and quantitative data
Examination of survey contents
Feedback on results
Quick Polls with direct feedback
Delphi studies
Co creation
COMBINE: ONLINE QUESTIONNAIRES AND DISCUSSION FORUMS
Page fip
Feedback & Interakti
Whiteboards
Feedback & Interaktion
19TREND & BEST PRACTICE: WEB 2.0
Insert your own picture
Card sorting / shelf test
Insert your own ure
Card sorting
20INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE
1. The Rise of Social Media
2. Social Media & The Research Process
3. Step 1 – Social Media Enabled Research
4. Step 2 – Advocacy Networks
5. Summary
21TREND & BEST PRACTICE: FUSION
22AFTER LOGGING IN
23MANAGE WHICH INFORMATION TO SHARE
24FIND OTHERS: BY INTERSTS, LOCATION…
25PUSH OUT TO SOCIAL NETWORKING SITES
NOTE: Profile page and newsfeed exposure attracts new members
26PULL IN OUTSIDE SOCIAL ACTIVITY
27CHAT IN REAL TIME
28HAVE MULTIPLE THREADED “DISCUSSIONS”
29MEMBER-LED BLOAGS, UPLOADED FILES
30RATE (AND BE RATED BY) OTHER MEMBERS
31CROSS-PLATFORM ALERTS TO FEEDBACK OPPORTUNITIES
32INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE
1. The Rise of Social Media
2. Social Media & The Research Process
3. Step 1 – Social Media Enabled Research
4. Step 2 – Advocacy Networks
5. Summary
SOCIAL MEDIA’S IMPACT ON ADVOCACY
Increasingly fragmented communication environment
Consumers control their choices
Consumers are inundated with a constant barrage of messaging – which they tune out for sanity’s sake
What sticks in an attention economy?
Consumers list Word Of Mouth (WOM) and advice from friends and family as the primary influence on their decisions
Consumers are better marketers than marketers themselves
33
SOCIAL MEDIA’S IMPACT ON ADVOCACY
Great opportunity to engage directly with consumers
Many are recommending marketers focus more strongly on a new mix:
“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
“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)
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35TWO ADVOCACY NETWORKS
2,500+ bloggers (primarily women) have agreed to receive news and information; engage in concept tests, etc.
Opportunity to “Join the Conversation” with influential consumers online.
It’s about the bloggers – their opinions, their interests and what is relevant to them.
More than 170k influential consumers who have agreed to receive new product news, behind the scenes looks at General Mills and special offers.
Members interested in new products generally and most in food specifically.
Influential consumers tend to talk with others about their new discoveries.
36MY BLOG SPARK PRESS
“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.”
37MY BLOG SPARK HOMEPAGE
38MY BLOG SPARK PERSONAL PAGE
39MY BLOG SPARK EXAMPLE
“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!”
40MY BLOG SPARK EXAMPLE
Date: September 26, Comments: 445http://islandlife808.com/giveaways/giveaway-pillsbury-savorings-flaky-pastry-bites// Kailani of Mommy Goggles said the
following:
“…when I had the opportunity to sample Pillsbury Savorings Flaky Pastry Bites, I jumped at the chance. I mean, who doesn’t love Pillsbury?”
EXAMPLE 2: PSST… COMMUNITY
INDIVIDUAL WEB PAGE
Progresso Broth
PSSST… Example
44INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE
1. The Rise of Social Media
2. Social Media & The Research Process
3. Step 1 – Social Media Enabled Research
4. Step 2 – Advocacy Networks
5. Summary
45SUMMARY
The rise of social media presents new opportunities to leverage existing platforms that will extend your dialogue
Social-Media enabled Panel Communities are a good start
Begin the process of surrender while controlling your insights
Fusion Research
Web 2.0 Surveys
Go beyond email
Consider an advocacy network
PANEL COMMUNITY “HOW TO” SERIESNEXT UP IN THE 5-PART EDUCATIONAL PROGRAM
I. THE PAYOFFS OF PANEL COMMUNITIES: WHAT YOU NEED TO KNOW
II. GET STARTED: 5 STEPS TO BUILDING A CUSTOM PANEL
III. ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE
IV. INNOVATE: PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE
V. OPTIMIZE: AUTOMATE AND INTEGRATE YOUR PANEL FOR GREATEST EFFICIENCIES AND IMPACT
46
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