Driving Your Brand with Research Communities

Dinko Svetopetric @DinkoSvet

Director of European Partnerships

@DinkoSvet

Who am I…..

@DinkoSvet

@DinkoSvet

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3 realities of

Research Today

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Research

is perceived as

expensive

time consuming and

having unclear ROI

1

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2 “Consumers change so much during a recession,

that they are often unrecognizable.”

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3 Consumers Turned from Content Recipients to

Content Creators

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Direct Contact – Having a Group of Your Customers in the

room next door ALL THE TIME

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We are competing for attention

Not just time

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ENGAGEMENT

Organizations are implementing consumers’ self expression, opinions and ideas within their own….

The Key Word is

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How to make sense of it all?

CUSTOMER DIRECTION

Transaction

al Layer

Customer

Layer

Social

Layer

CRM

-

Who?

BI -

What?

When?

Private

Commun

ities -

Why?

How?

@DinkoSvet

Unstructured

Structured

CRM

Social Media

Private Community

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Targeted group of members whom you engage with and learn from over time.

Private Online Research Communities

It’s an ongoing conversation with your consumers…

Make it a Branded Destination – Connect with open Social Media sources

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Customise Look and Feel for Your Target Group

Engage from the start – customised portals that are

consistent with brands’ messaging

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People want to have their voice heard!!

66% Of online adults say they are willing to participate in company online communities to develop products & services

Source; Australians 18+; online users

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In The World of Research

That Means…..

Changing Things like this:

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1. You can’t always push content

– give some control

1. Active brand participation

2. Engaging content – rich media

3. Showing impact of participation

4. Regular contact

5. Make them feel special - reward

6. Happy brands win – culture of FUN

What Works

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Gamification of Activities – Turn Tasks into Quests & Games

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Fun makes the difference between success and failure

But stay relevant

to your audience

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Put your brand into context of people’s lives

“Hi, my name is Carol. My special Radox memory is that one night I had a bath and my now FIANCE asked me to MARRY him. That fragrance now always reminds me of that night!”

The inside of your fridge

You and your best friend

You in your happy place

@DinkoSvet

Support engagement – give power to change things

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Don’t forget it’s a conversation – give feedback

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Why to stay online only?

Recruite for offline activities

Geographic

clustering at

recruitment

Ability to target very

tight niches

Community

talkability

Member retention

tool

@DinkoSvet

Integrate with offline events

Staging

customer

closeness

events

PROVE YOU ARE LISTENING

@DinkoSvet

Each Time!!

@DinkoSvet

1. Your Customers Are Already Gathering (Somewhere)

2. Conversations & Interactions About Your Business Will Happen (Whether Or Not You’re

There) 3. Your Brand Is Being Circumvented

4. It’s The World’s Largest Focus Group

5. It Can Be The Most Effective Way To Reach Your Customers (When Done Right)

WHY CARE?

@DinkoSvet

It´s an emerging trend that is here to stay!

Nearly 2/3rds of brands will use

Private Research Communities in

2012

66% 64%

0% 20% 40% 60% 80%

Online Communities

Soial Media Anlaytics

Mobile Surveys

Text Analytics

Webcam-based…

Apps-based Research

Mobile Qualitative

Mobile Ethnography

Eye Tracking

Virtual Enrironments

Crowsourcing

Visualization Analtytics

Predicition markets

Bionetric Response

Gamification methods

NeuroMarketing

Facial Analysis

Reserch Buyer or Client

Research Provider or Supplier

GRIT REPORT SPRING 2012

What emerging techniques will be used in 2012?

Thank you