running international communities (asia pacific version)
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Challenges and Opportunities for International Communities 15 August 2012
Presenter Ray Poynter Director Vision Critical University
MC Peter Harris Managing Director Australia/NZ
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Agenda
What is an international community?
The challenges?
The benefits?
Top tips?
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Communities
Short-term MROC
Long-term MROC
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International communities
•Airline community in the US
•Membership community in the Netherlands
•Global B2B IT community
•16 country media community, with 14 languages
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Translation Issues
Ongoing discussions
Focus groups
Surveys
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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
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Options
English only communities
Local languages
–Central
–Devolved
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One language
Self-serve model
Partner model
Recruit skills
Hybrid
– Eg Surveys and newsletters from agency, discussions via local client
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Multiple languages
Self-serve model
Partners model
Recruit skills
Hybrid
– Eg Surveys and newsletters from agency, discussions via local client
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Dutch Membership Community
1 country, Dutch
Partner
1 overall portal
Self-serve and full-service
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Multi-country Media Community
16 countries, local languages
1 portal for each country
Largely self-serve
Scripting and research assistance
A hybrid approach
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Multi-country TI B2E Community
Multiple countries
Portals by language
Largely self-serve
Scripting and research assistance
Paper to be presented by Monique Morden and Eddie Accomando at ESOMAR LatAm May 2012
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5 Top Tips
1. Multiple countries do not always generate economies of scale 2+2, can = 3, or 4, or 5
2. Assess the overlap between what is possible and what is useful
3. A key question is how central are qualitative exercises to the project
4. Don’t assume that you understand somebody’s culture just because they understand English
5. Think hybrid, including self-serve, partners, and utilising core English AND local languages
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Thank You
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Q & A
Ray Poynter Executive Vice President
Peter Harris Managing Director Australia/NZ