multi-language, multi-country b2b community panels

Multi-Language Multi-Country B2B Community Panels

Texas Instruments

Expert Advisory Panel

May, 2012

Company Overviews

VISION CRITICAL

Est. 2000 International

HQ in Vancouver Community Panels

(500+) 500 Employees

Revenue less than TI!

2

TEXAS INSTRUMENTS

Est. 1930 / 1951 International

HQ in Dallas, Texas Semiconductor/Compute

rs 35,000 employees

Revenue $14 Billion

A Global Company

3

Manufacturing sites, sales and support offices

4

Welcome Accueil

Bienvenida

Willkommen

Vítejte

Üdvözöljük

Ben

ven

uto

Po

wita

nie

добро пожаловать

歓迎

환영 歡迎

欢迎

Operating in Multiple Languages

5

Understanding Core Target Market

Feeding into Product Development

• Global reach into the specialized population of design engineers

• Higher quality research

– Better response rates, Better representativeness, Higher engagement

– Deeper customer intelligence

• Segmentation of target market

• Decreased costs

• Faster turnaround time

• CRM - Communication Tool / Relationship Builder

Business Challenge

Community Panels Fit

Community Panels are the perfect solution to engage

with our Design Engineers

• Finite Population

• 100% Online

• Highly Educated

• Geographically Distributed

• Social Media Savvy

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Background

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• 2,990 active members • Global design engineers involved with semiconductors

• Recruited thru database, CSAT and tradeshows

• No extrinsic incentives

Design Engineers

ExecutiveManagementSystem Architect

Product Management

Purchasing/Procurement/Supply Chain MgtOther

98%

2%

ENTRENCHED IN SOCIAL MEDIA • 2/3 participate in Social Media

at least once a week • 7/10 feel Social Media helps

them do their job better

Member Profile

Social Media Usage

SOCIAL MEDIA USAGE TOTAL USA Latam

Base = TI Members n=764 n=492 n=170

Participate once per week 67% 66% 69%

Social media platforms help you do your job better 63% 59% 72%

Influence purchase decision in semiconductor products 34% 30% 44%

• Reinforces the Community Panel approach • Latam Members have high usage of Social Media

Top 10 Most Engaged Markets for Social Networking

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• NOTE: Mexico and Puerto Rico are in Top 20

Latam Countries * * * * *

Source: comScore Media Metrix, October 2011

Commitment to Members

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“Social Contract” with Members

• All studies 15 minutes or less. • Maximum of 2 study invites per

month. • Studies relevant to their interests

and background. • Respect privacy. • Provide members with feedback

on community and insights. • Use the input to drive TI’s

business decisions.

Importance of Language

• Being a global company create expectations of global interactions.

• Member queries were coming in their native tongue.

• Better communication with design engineers in their native tongue resulting in Better Data.

• Going multi-lingual required: – Proof from members that English only was sub-par solution

– Corporate buy-in to multi-lingual approach

– Budget approval

– Implementation resources

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29%

2%

27%

6%

34%

2%

90 Countries & 14 Languages

1. English

2. Spanish

3. Portuguese

4. French

5. German

6. Hungarian

7. Czech

8. Italian

9. Polish

10. Russian

11. Japanese

12. Korean

13. Chinese (traditional)

14. Chinese (simplified)

Language Preference by Region

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94% 79%

54% 40%

67%

17% 30% 30%

6% 21%

46% 60%

33%

83% 70% 70%

0%

20%

40%

60%

80%

100%

Prefer other Language

English Acceptable

Base = Members recruited via English

One Portal: Multiple Languages

One Study: Multiple Languages

Multi-Country Multi-Language

CONSIDERATIONS - LANGUAGE

• How many languages? Which variation?

• Translation process: In-house, out-source, automated?

• Mechanisms within the software?

• Translation scope

– Portals, newsletters, emails, surveys, forums, verbatims, etc.

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Multi-Country Multi-Language

By Country

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By Language

CONDISERATIONS - ROUTING

Multi-Country Multi-Language

SERVICE MODELS

Localized

versus

Centralized

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Multi-Country Multi-Language

CONSIDERATIONS - Incentives

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Intrinsic

Communication, sharing, relevancy Extrinsic

cost versus size and currency issues

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• Market Research Capabilities

• Global Focus

• Higher Response Rates

• Better representation of the target market

• Faster Turnaround

• ROI: 75% reduction in costs

• Better Engagement – Better Brand Image

Community Panel Benefits

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• Obtain corporate buy-in

• Obtain internal stakeholder buy-in

• Involve local champions

• Get budget approval

• Inclusively scope long term vision and roadmap

• Determine geographic coverage

• Determine languages for inclusion

• Map out translation process

• Feedback to internal stakeholders and community members

• Act on the information

Multi-Country Multi-Lingual Community Panels

GRACIAS!

OBRIGADO!