Diane hessan main stage - 2011

Main Stage, November 3, 2011

Online Communities: Uses and Mis-Uses Diane Hessan, Communispace

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT)

Online Communities: Uses and Mis-Uses Diane Hessan, President & CEO

Communispace [email protected]

@communispaceceo

Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT) 3

Diane Hessan, Communispace Corporation, USA Festival of NewMR 2011 - Session 5 Schedule: 2:00pm – 4:00pm (GMT) 4

1

The bigger is better syndrome


Rules of engagement

100,000 “Like” a Fan Page

COMMUNITY

300-500 members

Average 54 “Like” a post Average 7.3 contributions per active member

Only 9 will comment Participation rates of

64%

5


‘I have one million, I have five million, I have 55,000 panelists.’ It’s almost like

a men’s room conversation.’


2

Survey-itis

7


Mobile Ethnography

8


Heatmapping and image annotation

9


Dear Lancôme. I’m sorry I had to leave you, but you are every expensive to keep I could no longer afford you because prices have gone up, but my income remains the same. Thinking about our poten;al future together, I’d say it has to end. Please know I always appreciated the quality of your products, but for now, I’ll make do with Cover Girl, L'Oreal, and Maybelline. Take care and don’t take it personal. ~ Sandra J., 58

Dear Origins. I’m sorry I had to leave you, but my finances demand it. I could no longer spend so much on your over priced products because I know you don't need so much profit. Thinking about our poten;al future together, I’d say good bye to high priced opGons. Please know I always appreciated your fresh organic products , but for now, I’ll make do with fresh reasonably priced Aveeno. Take care and miss me. ~ Lynn G., 55

Inability to jusGfy high

prices leads to switching and staying with

more affordable drug store brands

Discovery: Understanding trends

10


Co-creation: Generating packaging ideas

11


New approaches 21st Century Method Potential Gain

Human, transparent approaches Engaged, motivated participants who generate higher quality data

Consumer-centric settings (leveraging online, mobile, and other technologies)

“Naturalistic” settings that feel safe, maximize comfort, and encourage intimacy

Large scale “qualitative” Collecting an unprecedentedly large number of open-ended data at a relatively low cost

Fast, targeted inquiries Research findings that are relevant, timely, and actionable

Building relationships that endure over time

Deep knowledge of participants as real people, leading to greater insight and increased confident (you can trust that you really know the people participating)

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3

The garbage pail

13


Feedback, discovery & co-creation

Feedback is about the brand Discovery is about consumers

Feedback

Strategic

TacGcal

Immediately ac;onable

Longer term

Discovery

Co-‐creation

Co-‐creaGon encompasses both

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people real people

15


4

The Trojan horse

16


A successful alli First Team Member

Authentic, organic advocacy vs. WOM campaigns

In another forum I men;oned I was par;cipa;ng and they accused me of being a rep for the company and trying to sway them. Quite nasty about it actually. Not having tried it myself yet, I can't fully recommend it to others I don't know. I think the scope -‐mainly to get the word out about alli-‐ was too narrow to sustain a group like this for long.

A lapsed alli user from alli First Team “Not much has really changed for me and my family as a result of the experience, I’d say for my friends though—I have a couple of friends who are significantly overweight and I’m hoping to get them to try it, because they have the fast food, drive-‐through habit, and I think that alli would really help them curb that.”

Women “influentials” in the weight loss category

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5

The traditional research mindset

Anonymous

Neutral

Structured

Invisible

Ad Hoc

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Conversational

Open

Known

Transparent

Continuous


We

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We are focusing our Gme on technicaliGes of research, whereas the expectaGon from clients

is actually in a totally different space. The clients are saying, ‘Inspire me, help me to take

some transformaGonal acGon,’

Stan Sthanunathan, VP Global Consumer Insights, Coca-‐Cola


Thank you

Diane Hessan

Communispace


Q & A

Fiona Blades Mesh Planning

Diane Hessan Communispace


Diane Hessan Read Communispace’s blog @ Follow Ray’s tweets at @ hXp://www.twiXer.com/communispaceceo Connect with Diane on LinkedIn @ hXp://uk.linkedin.com/in/raypoynter

Main Stage, November 3, 2011

Online Communities: Uses and Mis-Uses Diane Hessan, Communispace

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

Diane hessan main stage - 2011

Marketing

Transcript of Diane hessan main stage - 2011