how to ensure online research communities succeed

Daniel Alexander-Head, Colmar Brunton Social ResearchDaniel Alexander-Head, Colmar Brunton Social Research

RESEARCH 2.0It’s all the buzz but what drives member engagement?

How to Ensure Online Research Communities Succeed

RESEARCH 2.0It’s all the buzz but what drives member engagement?

How to Ensure Online Research Communities Succeed

Presented by:Presented by:

FEAR

Marketplace Evolution

Adapted from Passenger

Research Evolution

Consumer

Company

Ronnestam

Company

Consumer

Ronnestam

Conversation

Company

Ronnestam

What are market research

online communities (mroc)?What are market research

online communities (mroc)?

Source: Communispace

Discussion

Quick Polls

Online chat

Brainstorm

Use photos

Video

Journals

Mystery shopping

Scrapbook

Immersion

Twitter

Survey

Source: Communispace / CBR

Open v Closed

V

Branded v Unbranded

V

Company v Shared

V

Short term v Long term

V

What is member ROI?What is member ROI?

Impact on the brand, ownership

in ideas

Social currency

Better brand experiences

Exclusive access

Images adapted from

Give them a voice and a seat at the table

Would 66%

Would depending on subject matter

30%

Would not be interested 4%

Population willing to participate in online communities

Your Source online omnibus; Jan 2009; n=1000

Are people willing to participate in Mroc’s?

Your Source online omnibus; Jan 2009; n=1000

Previewing/input on new product and services be-fore anyone else

Giving input on advertising/marketing campaigns

Getting a behind the scenes look at the company

Having a direct impact on the company

Interacting with company decison makers

Interacting with other community members

Other

84

68

61

58

49

48

4

Why are they willing to participate in Mroc’s?

Optimising Member EngagementOptimising Member Engagement

Optimising Member EngagementOptimising Member Engagement

Some thoughts

- Not rules

Listen

Join

Guide

LeadConversation

Community Management

Join the conversation early

Concept by Mark Pollard

Ecosystem DiagramEcosystem Diagram

Blogs

Community Portal

Idea Generation

DiscussionGroups

CorporateSite

Mass Social Media

(Facebook, You Tube,

Linked In…)

Independent Blogs

BlogsIndependentCommunities

Local UserGroups

Events

Meetups

Recruit from within the ecosystem

Adapted from Helge Tennor @congbo

Create shared value

Adapted from Helge Tennor @congbo

Be interesting

http://headrush.typepad.com/creating_passionate_users/

Treat them as Collaborators Not respondents

Talk human not research

Image by Ziba Design , ‘Designing for Humanity’ Presentation

Listen & acknowledge

Source: flickr

Not all users are created equal

Fans are more engaged

Image by Michael Zorn TBWA Berlin

http://stockholm--syndrome.deviantart.com/art/Cafe-85256286

Cafe-shaped conversations

Give (feedback) to receive

Company

Think big, start small

http://www.websocialarchitecture.com/community/

Cede some control

http://headrush.typepad.com/creating_passionate_users/

Build a system for reputation

Yahoo, Karma points from Cuebeless.com

Think multi-platform

Image by Michael Zorn TBWA Berlin

Design matters

Joshua Porter

Design matters – Features

http://headrush.typepad.com/creating_passionate_users/

Design matters – Vibe

http://headrush.typepad.com/creating_passionate_users/

Design matters – Party

http://headrush.typepad.com/creating_passionate_users/

Design matters – Flow

Joshua Porter

Measure and record

Image by CriticalMass

Research 1.0 Research 2.0Questioning Listening

One-shot Always on

Quant vs Qual Quant and Qual

Transactional Conversational

Representative Targeted

Descriptive Insightful

Scientific Art and Science

Daniel.alexander-head@cbr.com.autwitter.com/daniel_ah