how to ensure online research communities succeed
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RESEARCH 2.0 - It’s all the buzz but what drives member engagement? How to Ensure Online Research Communities Succeed.2009 AMSRS National Conference PresentationTRANSCRIPT
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
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
[email protected]/daniel_ah