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Panel Summit 2008


Online Panels & Community - MRE 2007

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Online Panels & Community - MRE 2007

  1. 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
  2. 2. Presentation Outline <ul><li>Part I: Overview - Panel / Community </li></ul><ul><li>Part II: Examples – SIRIUS & Kodak </li></ul><ul><li>Part III: Conclusion – Q & A </li></ul>
  3. 3. Custom Panel Defined <ul><li>A custom online panel is targeted group of customers (or potentials) whom you engage with and learn from over time. </li></ul><ul><ul><ul><ul><li>Typically quantitative (surveys) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Two-way private feedback </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Topics and studies controlled by company </li></ul></ul></ul></ul><ul><ul><ul><ul><li>1,000’s or 10,000’s of panelists </li></ul></ul></ul></ul>
  4. 4. Community Defined <ul><li>An online community is targeted group of customers (or potentials) whom you engage with and learn from over time. </li></ul><ul><ul><ul><ul><li>Typically qualitative (discussion forums, chats) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Three-way open feedback (company or customer initiated) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Semi-controlled, semi-organic </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Feedback (posts) shared openly among participants </li></ul></ul></ul></ul><ul><ul><ul><ul><li>100’s of participants </li></ul></ul></ul></ul>
  5. 5. Common Elements <ul><li>Invitation only, private environments </li></ul><ul><li>Company sponsored and/or owned by the client </li></ul><ul><li>Category specific </li></ul><ul><li>Exclusive, or at least foster a sense of insider exclusivity </li></ul><ul><li>Well profiled, with participants having been pre-screened </li></ul><ul><li>Multi-media capable (photos, video etc.) </li></ul>Community (qual) Panel (quant)
  6. 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.
  7. 7. Getting it started…
  8. 8. Once they are a Panel member…. They can participate in surveys…
  9. 9. Once they are a Panel member…. Get Feedback Through Newsletters…
  10. 10. Panel provides the quant. reporting
  11. 11. Now carve out a community…. Panel Community
  12. 12. Once a Panel + Community member…. Participate in discussions, chats…
  13. 13. Once a Panel + Community member…. Upload photos…
  14. 14. Once a Panel + Community member…. Quick-polls…
  15. 15. Once a Panel + Community member…. And various other tasks… <ul><li>Post ratings </li></ul><ul><li>Change styles & views </li></ul><ul><li>Use Emoticons </li></ul><ul><li>Pin Favorites </li></ul><ul><li>Personal profiles/avatars </li></ul><ul><li>Create new topics </li></ul><ul><li>Add friends </li></ul><ul><li>See who is online </li></ul>
  16. 16. Community provides the qual feedback
  17. 17. Interplay between panel + community <ul><li>Start by brainstorming ideas in your community </li></ul>Idea Idea Idea Idea
  18. 18. Interplay between panel + community <ul><ul><li>Take the 10 ideas that were generated in the community and go back to the broader panel with a quantitative concept sort </li></ul></ul>Panel (quant) Community (qual)
  19. 19. Interplay between panel + community <ul><ul><li>Take the 3 concept sort winners from the panel and dissect them further within the community </li></ul></ul>Panel (quant) Community (qual)
  20. 20. Interplay between panel + community <ul><ul><li>Go back to quant panel with the changes and more developed concepts to pick winner </li></ul></ul>Panel (quant) Community (qual)
  21. 21. Interplay between panel + community <ul><ul><li>Can continue the cycle by going back to the community to brainstorm positioning and next stage ideas of winning concept </li></ul></ul>Panel (quant) Community (qual)
  22. 22. Approaches to Community
  23. 23. Open House Example – SIRIUS Satellite Radio .
  24. 24. Why an Online Customer Panel? <ul><li>“ Voice of the Customer” to drive business decisions </li></ul><ul><li>Capitalize on the inherent passion of our fans and customers </li></ul><ul><li>Fast and effective research capabilities </li></ul><ul><li>Ability to integrate multimedia components </li></ul>
  25. 25. Example – SIRIUS Satellite Radio 2006 Launch of Our Panel
  26. 26. SIRIUS SoundBoard Recruiting Recruited 6,400 to date…. <ul><li>eNewsletter </li></ul><ul><li>Call Center </li></ul><ul><li>Online Ads </li></ul><ul><li>eMail </li></ul>
  27. 27. Customer Understanding is our Research Focus Retail Studies Listening Studies Hardware Studies Customer Satisfaction Programming Studies “ Quick Hits”
  28. 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. 29. Why an Online Community? <ul><li>Elevated ability to recruit members </li></ul><ul><li>Panelist retention </li></ul><ul><li>Ability to add qualitative elements to quantitative studies </li></ul><ul><li>Ongoing customer insight and improvement suggestions </li></ul>
  30. 30. The SIRIUS SoundBoard Community 2007 Launch Community
  31. 31. SIRIUS Panelist Personalization <ul><li>Profile Personalization </li></ul><ul><li>Private Conversations </li></ul><ul><li>Participation Rating </li></ul>
  32. 32. Keys to Success for an Online Panel <ul><li>Corporate wide commitment </li></ul><ul><li>Prepare for ongoing maintenance </li></ul><ul><li>React to both positive and negative feedback </li></ul><ul><li>Qualitative benefits need to drive panelist participation </li></ul>
  33. 33. Next Steps for the SoundBoard <ul><li>Bigger is Better </li></ul><ul><li>Continued refinement of panelist benefits </li></ul><ul><li>The Next Wave: OEM </li></ul><ul><li>Why only External to the organization? </li></ul>
  34. 34. VIP Community Example – Kodak .
  35. 35. Community to Panel to Both 2004: Built Online Community about Digital Photography <ul><li>Pro: </li></ul><ul><li>Helped Brand </li></ul><ul><li>Con: </li></ul><ul><li>Missing Quant. </li></ul><ul><li>Feed the Beast </li></ul>Community 2004 2006 Custom Panel 2007 Panel & Community
  36. 36. Community 2004 2006 Custom Panel 2007 Panel & Community Community to Panel to Both 2006: Create Proprietary Panel of Product Registrants <ul><li>Pro: </li></ul><ul><li>- Rapid quant. research </li></ul><ul><li>Con: </li></ul><ul><li>Limited demographics </li></ul>
  37. 37. Community 2004 2006 Custom Panel 2007 Panel & Community Community to Panel to Both 2007: Build Inkjet Panel & Community <ul><li>Quant. & Qual. Mix </li></ul><ul><li>5,000 panelists owning any brand of printer </li></ul><ul><li>Link past to present studies </li></ul><ul><li>250 person micro communities </li></ul><ul><li>Variety topics / forums </li></ul>
  38. 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
  39. 39. The Interplay of Panel & Community <ul><li>We participate & embed </li></ul>Qualitative Community Quantitative Panel
  40. 40. <ul><li>We participate & embed </li></ul><ul><li>Trendspotting </li></ul>The Interplay of Panel & Community
  41. 41. <ul><li>We participate and embed </li></ul><ul><li>Trendspotting </li></ul><ul><li>The panel verifies topics uncovered in the community </li></ul>The Interplay of Panel & Community
  42. 42. What Are They Saying - Newsletter <ul><ul><ul><li>“ I print lots of historical stuff for the area historical groups. Just printed 1500 pages for a “home tour”.” </li></ul></ul></ul><ul><ul><ul><li>“ A cutout plan for a paper trebuchet” </li></ul></ul></ul><ul><ul><ul><li>“ Skin cancer spots so my daughters use suntan lotion” </li></ul></ul></ul><ul><ul><ul><li>“ A scanned slice of Liver Cheese lunch meat” </li></ul></ul></ul>
  43. 43. Insights Gained 1. Member to Member Connection
  44. 44. Insights Gained 1. Member to Member Connection 2. Increase Engagement
  45. 45. Insights Gained 1. Member to Member Connection 2. Increase Engagement 3. Create Explorers
  46. 46. Insights Gained 1. Member to Member Connection 2. Increase Engagement 3. Create Explorers “ You need to make this &quot;Print Rave&quot; community more interesting, fun, and rewarding …. Give me something to get excited about and &quot;rave&quot; about. Nuff said!” 4. Members Want More
  47. 47. Keys to Success <ul><li>Allow and Facilitate Hierarchy, Creativity & Identity </li></ul><ul><li>“ I belong” Incentives </li></ul><ul><li>Recruit Externally </li></ul><ul><li>Create a healthy balance </li></ul><ul><li>Communicate Internally </li></ul><ul><li>Get Legal and Brand On-side Early </li></ul>
  48. 48. Next Steps for the Kodak PrintRave <ul><li>More co-creation, concept ideation and testing </li></ul><ul><li>In-depth discussions and probes of key sub-groups </li></ul><ul><li>Behavioral & Shopping Insights </li></ul><ul><li>White space! </li></ul><ul><li>Regional Expansion </li></ul>
  49. 49. Summary <ul><li>Custom Panels and Communities play well together </li></ul><ul><li>Inform your quant. with your qual. inside one environment </li></ul><ul><li>Run forums for as long as makes sense (weeks/months/years) </li></ul><ul><li>Many ways to build communities (open house vs. VIP) </li></ul><ul><li>Many techniques and tasks: surveys, quick polls, discussion forums, blogs, photo galleries, rich media exercises </li></ul><ul><li>Target very specific groups (teens who like gadgets, live in the Northeast, didn’t like your last ad campaign and had great ideas for a new product) </li></ul>
  50. 50. 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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