VC at MRIA NETGAIN 5.0, January 2011

Community Panels

Pandora’s Box or Panacea

January 2011

Monique MordenPresident, Global Partner Program

[email protected]

NEITHERNEITHER

Definition

• Slightly different models

• All the same premise

Community

Community Panel Panel

MROC

• All the same premise

• Private

• Closed

• Member to member interactions

Branded versus Blind

Customer Relationship

Target and Recruit

Recruit Challenges• Easy-er when you have email lists

• Tricky-er when you don’t

• Purchased recruit

• Websites

• Social media• Social media

• Direct mail

• On-site

• Post of sale

• Media (TV, Print, Radio, Online)

• Sales force

• Etc

Size Matters

People not Sample

Representative?

Create a Destination

Portal Challenges• Designing the portal

• Everyone is a creative expert/critic

• Developing content

• Updating content

• Managing multi-lingual portals• Managing multi-lingual portals

Engaging Experience

Leverage Photos

Leverage Video • Client and Members

Leverage Discussion Forums

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6

Project/Activity Examples

Letter to the Executive

Rant and Rave about a topic or experience

Video Ethnography

Make a 3-5 minutes video about…

Ideation

Bring back this product from the 1950’s…

Picture Sharing

Share a picture of what comes to mind when you

think about…

Highlighter

Text or images, isolate areas, follow up discussion

Storytelling (Context, Attitudes, Feedback)

Tell us a story of a memorable experience

think about…

Personality Assessment

What words come to mind when you think of this

brand?

Content Management

What/who do you want to see more of and less

of?

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Design Challenges• Managing respondent burden

• Matching incentive plan with research plan

• Managing forums

• Shifting approach from custom research to

community panel research

• Managing client

Analysis Challenges• Lots of information

• Analyzing open ends and forum content

• Speed of analysis

• The colliding of quant and qual

• Analyzing images/videos• Analyzing images/videos

Pivot Viewer

VerbatimsThis is what I enjoy when I’m not working…

Discussion Analysis• Connect qual and quant data

• Profile individual members

• Filter Posts

• Key word search

• Examine by time period

• Export for further analysis

Reporting

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Reporting Challenges• Lots of information

• Speed of analysis

• Format, frequency, audiences

• Snapshots and holistic views

• Communicating to internal stakeholders• Communicating to internal stakeholders

Member Retention

Incentives

Solve

Advice and Knowledge

Draws

Participation based

IntrinsicExtrinsic

Rant and Rave

Reputation

Network

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Incentive Challenges• Points versus draws

• Amounts

• Type

• Frequency

• Cost • Cost

• Fulfillment

Types of Incentives

Recruit or Welcome Incentive

Survey & Forum Incentives

Surprise & Delights

Special Projects

Welcome

Electronic product voucher/discount

Monthly Contest

2 winners ofcash

Monthly Reward for Best Quotes

Cash

More time intensive projects

Eg: 25 participants,

$X / month

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Communicate

2

8

Share Insights

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Special Events – F2F

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Engagement Challenges• Designing the right incentive program

• Feedback mechanisms

• Newsletters

• Email

• Portal content• Portal content

• Tone

• Authenticity

Global Challenges• Translation

• Surveys, Forums, Portal, Invites,

Reminders, Newsletters

• Context

• Brand, market, issue

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• Forums

• Moderation, analysis, reporting

Community Panel Trends

Thank You

Customer Relationship