PANEL COMMUNITIES:HOW MR AGENCIES CAN THRIVE IN A COMMUNITY-DRIVEN WORLD

DANIEL COATESPRESIDENT, GLOBALPARK // FEB 24, 2010

FREQUENTLY ASKED QUESTIONS

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The answer is, YES

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3AGENDA

1. What‘s going on?Historical context, market dynamics & opportunities

2. Selling the Value

3. Creating a Vibrant Panel Community

4. Customer Examples

HOW MR AGENCIES CAN THRIVE IN A COMMUNITY-DRIVEN WORLD

HISTORICAL CONTEXT

A natural extension of online research, communities are the application of panel management tools to targeted groups where connections can be mined for insights from:

Consumers

Employees

Partners

Along the way, the marketing department realized that feedback has marketing & PR value

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CUSTOMERS RULE!

The locus of control is firmly in the hands of the consumer and the web is their weapon of choice

Product ideation

Product co-creation / collaborative design

Product reviews

Product ratings

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PRODUCT INNOVATION

CUSTOMERS RULE!

Not only is the product co-owned, so are messaging & marketing

Consumer blogs

Brand advocacy

House parties

WOM is the most trusted source of product information, making the consumer a better marketer than the brands themselves

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CAMPAIGN EFFECTIVENESS & MARKETING REACH

MARKET PRESSURES

The community market is crowded, with entrants from all angles:

Tech Providers

PR Agencies

CRM Providers

MR Agencies

Sites built to capture insights from the start will reap the most rewards

Advantage: MR Agencies!

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REQUIRED SKILLS

Community

Portal Development (Web development / database)

Recruitment (Web, email and offline)

Support (Managing complaints, interacting with members)

Research

Authoring survey content

Programming surveys

Drawing samples

Field management

Online reporting

Data analysis

Interpreting Results

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WHAT DOES IT TAKE TO BE SUCCESSFUL?

DIY MODEL

REQUIRED SKILLS

Community

Portal Development (Web development / database)

Recruitment (Web, email and offline)

Support (Managing complaints, interacting with members)

Research

Authoring survey content

Programming surveys

Drawing samples

Field management

Online reporting

Data analysis

Interpreting Results

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WHAT DOES IT TAKE TO BE SUCCESSFUL?

PARTNER WITH GP MODEL

SEIZE THE OPPORTUNITY

In 2010, over 60% of Fortune 1000 companies plan to have some kind of community for marketing use

Will it yield signal or noise?

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IT‘S YOURS FOR THE TAKING

17AGENDA

1. What‘s going on?Historical context, market dynamics & opportunities

2. Selling The Value

3. Creating Vibrant Panel Communities

4. Customer Examples

SELLING THE VALUE

Start by talking to existing clients, determining how to support their goals

Beyond your existing MR contacts

Underscore the value of a community that is representative & scientific:

Heavy, moderate & light users

Customers, lapsed customers & prospects

Fans AS WELL AS foes

Avoid being the source of a Tropicana Package Design scandal

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IDENTIFY A NEED & AVOID THE PITFALLS OF UNSCIENTIFIC POPULATIONS

DEFINING YOUR PANEL COMMUNITY OFFERING

1. Define your target audience

Organizations: Brands, Agencies, Associations, Networks

Stakeholders: Consumers, Advocates, Employees, Partners…

2. Identify opportunities and objectives

Product Innovation, Customer Loyalty, Campaign Effectiveness, Marketing Reach

3. Deliver the tools

Community & incentive management

Quantitative research

Qualitative insights

Generating insights

Linking online, mobile and offline activities

4. Go to market

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PACKAGING YOUR SOLUTION

20AGENDA

1. What‘s going on?Historical context, market dynamics & opportunities

2. Selling The Value

3. Creating Vibrant Panel Communities

4. Customer Examples

CREATING VIBRANT PANEL COMMUNITIES

The Payoffs of Proprietary Panel Communities

Get Started: The 5 Steps to Building a Panel Community

Engage: Focus on Respondents

Innovate: Research in the Social Media Age

Optimize: Take Control with Automation & Integration

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View recordings, register at www.globalpark.com/webinars

A 5-PART VIDEO SERIES

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Panel Site Development

Recruitment Plans

Registration & Profiling

Incentive Plans

Panel Lockouts & Hygiene

GET STARTED: THE 5 STEPS TO BUILDING A PANEL COMMUNITY

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Contact: “The magic number”

Segmentation & profiling

Motivating response

Multi-method approaches

Web 2.0 survey designPage fipWhiteboards

Card sorting / shelf test

ENGAGE: FOCUS ON RESPONDENTS

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Use social media to extend dialogues

Fuse quant and qual on one platform

Incorporate Web 2.0 Surveys

Go beyond email for invitations

Consider an advocacy network

INNOVATE: THE SOCIAL MEDIA AGE

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Focus on the insights, not the process

Look for opportunities to automate & streamline so that you have time to think

Create a symphony of collaboration

Don‘t let your panel get out of control – panel hygiene matters!

Interconnect your panel communitywith other business processes in order todrive maximal business value

OPTIMIZE: TAKE CONTROL WITH AUTOMATION & INTEGRATION

26AGENDA

1. What‘s going on?Historical context, market dynamics & opportunities

2. Selling The Value

3. Creating Vibrant Panel Communities

4. Customer Examples

27CUSTOMER EXAMPLE: ONLINE PANELS

AUTHENTIC RESPONSE

More than 4 million panelists

Heavily profiled

International, Multilingual

Consumer, B2B, Specialty

PUBLIC OPINIONS

~1 million members worldwide

Multilingual

Focus: consumers

28CUSTOMER EXAMPLE: ONLINE DIARIES

TNS WORLD

Online Diaries

Multilingual

International

Personal: diet, routine, shopping, activities…

29CUSTOMER EXAMPLE: ONLINE DIARIES

30CUSTOMER EXAMPLE: ONLINE DIARIES

CUSTOMER EXAMPLE: CUSTOMER ADVISORY

CUSTOMER CARE & CONSULTING

Advisory panel communities

~200,000 participants

Input on product design, development

Feedback on existing products

“Lifestyle” insights

Multi-client panel

B2C clients

Focus: customer base

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CUSTOMER EXAMPLE: INTERNAL MR

GENERAL MILLS

Advisory panels

Online and offline mix

Feedback on existing products

Input on product design, development

Consumer resource sites

Online and offline mix

Share opinions, coupons via existing social networks (FB…)

Word-of-mouth marketing

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SUMMARY

Hundreds (thousands!) of communities will be built this year

Research agencies are poised to add the greatest value

Continual monitoring of sentiment, behavior

Structured communities yielding accurate results

Measurable impact to product development, customer retention and marketing strategy

Globalpark is your best technology partner

Fully-integrated panel community and survey software

Efficient

Experienced

Non-competitive

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MR AGENCIES CAN THRIVE IN 2010...GLOBALPARK IS YOUR BEST PARTNER

THANK YOU...ANY QUESTIONS?

daniel.coates@globalpark.com

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COME SEE US IN PERSON 35

Daniel CoatesPresident, Globalpark Inc.+1 646 597 6725 x101daniel.coates@globalpark.com

CONTACT

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LOCATIONS

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ABOUT USGlobalpark provides panel, community and survey software that enables organizations to manage what matters across the enterprise. By capturing feedback and tracking behavior of customers, employees and partners, they gain insights that drive better business decisions. By identifying and empowering influential advocates, they build reputation and extend reach.

Founded in 1999, Globalpark software is German-engineered and globally-tested by leading brands and top market research institutes, including: Continental, Daimler, General Mills, GfK, IDC, Nintendo, SonyBMG, TNS, Warner Music and Wrigley. Globalpark is staffed by renowned research pioneers, with offices across the US, UK, Germany and Austria.