ray poynter communities - 2013 - best practice
TRANSCRIPT
A Presenta*on from the NewMR Communi*es Event
15 February 2013
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Best prac:ces in crea:ng and maintaining community engagement
Ray Poynter Vision Cri:cal University
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
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
Ray Poynter, Vision Critical University, UK Session 1: Research Communities, March 15, 2013
Engaging?
A. Members B. Stakeholders
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
Ray Poynter, Vision Critical University, UK Session 1: Research Communities, March 15, 2013
Crea:ve recruitment channels
Ray Poynter, Vision Critical University, UK Session 1: Research Communities, March 15, 2013
Being brave pays off!
Ray Poynter, Vision Critical University, UK Session 1: Research Communities, March 15, 2013
A taste of some of the social buzz…
Ray Poynter, Vision Critical University, UK Session 1: Research Communities, March 15, 2013
Tone of voice
Ray Poynter, Vision Critical University, UK Session 1: Research Communities, March 15, 2013
Variety of topics
Ray Poynter, Vision Critical University, UK Session 1: Research Communities, March 15, 2013
Contextual ques:ons
Ray Poynter, Vision Critical University, UK Session 1: Research Communities, March 15, 2013
Feedback, feedback, feedback
Ray Poynter, Vision Critical University, UK Session 1: Research Communities, March 15, 2013
Feedback, feedback, feedback
Ray Poynter, Vision Critical University, UK Session 1: Research Communities, March 15, 2013
The third challenge
Engaging internal stakeholders Engaging external stakeholders
Ray Poynter, Vision Critical University, UK Session 1: Research Communities, March 15, 2013
Infographics
Ray Poynter, Vision Critical University, UK Session 1: Research Communities, March 15, 2013
External stakeholders
Ray Poynter, Vision Critical University, UK Session 1: Research Communities, March 15, 2013
UK Institute of Directors
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
Ray Poynter, Vision Critical University, UK Session 1: Research Communities, March 15, 2013
Engagement Through Impact
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%
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.”
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