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Putting the Customer First   How Progressive Organizations are Creating Qualitative Web Communities inside their Quantitative Custom Panel   Geoff Day  ::  SIRIUS Satellite Radio (CDN)   Aprille Byam  ::  Kodak   Jason Smith  ::  Vision Critical
Presentation Outline ,[object Object],[object Object],[object Object]
Custom Panel Defined ,[object Object],[object Object],[object Object],[object Object],[object Object]
Community Defined ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Common Elements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Community (qual) Panel (quant)
Integrating Both Quantitative Panel with 10,000 panelists Breakout Communities of 300, still part of the panel Interact with your target segments through quantitative  surveys Invite panelists to additionally participate in ongoing qualitative discussions. Seamlessly run smaller breakout groups of varying sizes.  Can be both open member generated content or directed tasks.
Getting it started…
Once they are a Panel member…. They can participate in surveys…
Once they are a Panel member…. Get Feedback Through Newsletters…
Panel provides the quant. reporting
Now carve out a community…. Panel Community
Once a Panel + Community member…. Participate in discussions, chats…
Once a Panel + Community member…. Upload photos…
Once a Panel + Community member…. Quick-polls…
Once a Panel + Community member…. And various other tasks… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Community provides the qual feedback
Interplay between panel + community ,[object Object],Idea  Idea  Idea  Idea
Interplay between panel + community ,[object Object],Panel (quant) Community (qual)
Interplay between panel + community ,[object Object],Panel (quant) Community (qual)
Interplay between panel + community ,[object Object],Panel (quant) Community (qual)
Interplay between panel + community ,[object Object],Panel (quant) Community (qual)
Approaches to Community
Open House Example – SIRIUS Satellite Radio .
Why an Online Customer Panel? ,[object Object],[object Object],[object Object],[object Object]
Example – SIRIUS Satellite Radio 2006  Launch of Our Panel
SIRIUS SoundBoard Recruiting Recruited 6,400 to date….  ,[object Object],[object Object],[object Object],[object Object]
Customer Understanding is our Research Focus Retail Studies Listening Studies Hardware Studies Customer Satisfaction Programming Studies “ Quick Hits”
SIRIUS Research Integration Customer  Understanding Marketing Studies of Brand Awareness, Preference and Media Recall Insight and Historical Content provided by SIRIUS Satellite Radio Industry Studies Demographic Profiling and Statistical Analysis for targeted Marketing initiatives
Why an Online Community? ,[object Object],[object Object],[object Object],[object Object]
The SIRIUS SoundBoard Community 2007  Launch Community
SIRIUS Panelist Personalization ,[object Object],[object Object],[object Object]
Keys to Success for an Online Panel ,[object Object],[object Object],[object Object],[object Object]
Next Steps for the SoundBoard ,[object Object],[object Object],[object Object],[object Object]
VIP Community Example – Kodak .
Community to Panel to Both 2004:  Built Online Community about Digital Photography ,[object Object],[object Object],[object Object],[object Object],[object Object],Community 2004 2006 Custom Panel 2007 Panel & Community
Community 2004 2006 Custom Panel 2007 Panel & Community Community to Panel to Both 2006:  Create Proprietary Panel of Product Registrants ,[object Object],[object Object],[object Object],[object Object]
Community 2004 2006 Custom Panel 2007 Panel & Community Community to Panel to Both 2007:  Build Inkjet Panel & Community ,[object Object],[object Object],[object Object],[object Object],[object Object]
Activities to Engage the Community  3.  Mentor Connections 4. Community Moderators 1.  Co-Creation: Throw Paint Around 2.  Test New Ways to Old Questions
The Interplay of Panel & Community ,[object Object],Qualitative Community Quantitative Panel
[object Object],[object Object],The Interplay of Panel & Community
[object Object],[object Object],[object Object],The Interplay of Panel & Community
What Are They Saying - Newsletter  ,[object Object],[object Object],[object Object],[object Object]
Insights Gained 1. Member to Member Connection
Insights Gained 1. Member to Member Connection 2. Increase Engagement
Insights Gained 1. Member to Member Connection 2. Increase Engagement 3. Create Explorers
Insights Gained 1. Member to Member Connection 2. Increase Engagement 3. Create Explorers “ You need to make this "Print Rave" community more interesting, fun, and rewarding …. Give me something to get excited about and "rave" about. Nuff said!” 4. Members Want More
Keys to Success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Next Steps for the Kodak PrintRave ,[object Object],[object Object],[object Object],[object Object],[object Object]
Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Aprille Byam (Kodak) Geoff Day (SIRIUS Satellite Radio Canada) Jason Smith (Vision Critical) Thanks.  We’d be happy to take any questions.

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Online Panels & Community - MRE 2007

  • 1. Putting the Customer First How Progressive Organizations are Creating Qualitative Web Communities inside their Quantitative Custom Panel Geoff Day :: SIRIUS Satellite Radio (CDN) Aprille Byam :: Kodak Jason Smith :: Vision Critical
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  • 6. Integrating Both Quantitative Panel with 10,000 panelists Breakout Communities of 300, still part of the panel Interact with your target segments through quantitative surveys Invite panelists to additionally participate in ongoing qualitative discussions. Seamlessly run smaller breakout groups of varying sizes. Can be both open member generated content or directed tasks.
  • 8. Once they are a Panel member…. They can participate in surveys…
  • 9. Once they are a Panel member…. Get Feedback Through Newsletters…
  • 10. Panel provides the quant. reporting
  • 11. Now carve out a community…. Panel Community
  • 12. Once a Panel + Community member…. Participate in discussions, chats…
  • 13. Once a Panel + Community member…. Upload photos…
  • 14. Once a Panel + Community member…. Quick-polls…
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  • 16. Community provides the qual feedback
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  • 23. Open House Example – SIRIUS Satellite Radio .
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  • 25. Example – SIRIUS Satellite Radio 2006 Launch of Our Panel
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  • 27. Customer Understanding is our Research Focus Retail Studies Listening Studies Hardware Studies Customer Satisfaction Programming Studies “ Quick Hits”
  • 28. SIRIUS Research Integration Customer Understanding Marketing Studies of Brand Awareness, Preference and Media Recall Insight and Historical Content provided by SIRIUS Satellite Radio Industry Studies Demographic Profiling and Statistical Analysis for targeted Marketing initiatives
  • 29.
  • 30. The SIRIUS SoundBoard Community 2007 Launch Community
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  • 34. VIP Community Example – Kodak .
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  • 38. Activities to Engage the Community 3. Mentor Connections 4. Community Moderators 1. Co-Creation: Throw Paint Around 2. Test New Ways to Old Questions
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  • 43. Insights Gained 1. Member to Member Connection
  • 44. Insights Gained 1. Member to Member Connection 2. Increase Engagement
  • 45. Insights Gained 1. Member to Member Connection 2. Increase Engagement 3. Create Explorers
  • 46. Insights Gained 1. Member to Member Connection 2. Increase Engagement 3. Create Explorers “ You need to make this "Print Rave" community more interesting, fun, and rewarding …. Give me something to get excited about and "rave" about. Nuff said!” 4. Members Want More
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  • 50. Aprille Byam (Kodak) Geoff Day (SIRIUS Satellite Radio Canada) Jason Smith (Vision Critical) Thanks. We’d be happy to take any questions.