the payoffs of proprietary panels: what you need to know
DESCRIPTION
Webinar given on 9-16-09 with Quirks. Part 1 of the Manage What Matters: Proprietary Panels webinar seriesTRANSCRIPT
PANEL COMMUNITIES:WHAT YOU NEED TO KNOW
1 OF 5 // PANEL COMMUNITY “HOW TO” SERIES
PANEL COMMUNITY “HOW TO” SERIESA 5-PART EDUCATIONAL PROGRAM
I. THE PAYOFFS OF PANEL COMMUNITIES: WHAT YOU NEED TO KNOW
II. GET STARTED: 5 STEPS TO BUILDING A CUSTOM PANEL
III. ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE
IV. INNOVATE: PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE
V. OPTIMIZE: AUTOMATE AND INTEGRATE YOUR PANEL FOR GREATEST EFFICIENCIES AND IMPACT
2
3AGENDA
1. Introduction to Globalpark
2. What is a panel community?
3. Strategies and keys to success
4. The Payoff! (Examples)
5. Summary
GLOBALPARK: WHAT WE DO
Gain insights from the
people that matter most:
Consumers
Employees
Partners
…more!
ONLINE SOFTWARE FOR ENTERPRISE-WIDE FEEDBACK MANAGEMENT
4
GLOBALPARK: WHAT WE DOONLINE SOFTWARE TO ENGAGE, LISTEN TO & ACT ON {CUSTOMER} FEEDBACK
5
GLOBALPARK: CLIENTS AND RESULTS
PRODUCT INNOVATION
CUSTOMER LOYALTY
CAMPAIGN EFFECTIVENESS
MARKETING REACH
BROADCASTING THE VOICE OF THE CUSTOMER INTO EVERYDAY BUSINESS
6
7AGENDA
1. Introduction to Globalpark
2. What is a panel community?
3. Strategies and keys to success
4. The Payoff! (Examples)
5. Q&A
Your
BRAND
8
Get on-demand insights
PANEL COMMUNITIES:A DIRECT CHANNEL TO YOUR CUSTOMERS
drive product innovation
extend marketing reach
improve campaign effectiveness
increase customer loyalty
to...
Drive product innovation
Increase customer loyalty
Improve campaign effectiveness
Extend marketing reach
Your
BRAND
ACTIONABLE INSIGHTS ARE KEYFOR MARKET SUCCESS
Market
9
Insights for
product innovation
customer loyalty
campaign effectiveness
marketing reach
Market
10
Your
BRAND
11
Get insights on-demand
A PANEL COMMUNITY IS BASED ON RECIPROCITY
Involvement
drive product innovation
extend marketing reach
improve campaign effectiveness
increase customer loyalty
Involvement:• insider access• Incentives (points, prizes)• Impact
ENGAGE. ACT!LISTEN.
PANEL COMMUNITY IN ACTION: ENGAGE. LISTEN. ACT!.
Insights
product innovation
customer loyalty
campaign effectivity
marketing reach
MarketInvolvement
12
2. HOW DOES A PANEL COMMUNITY WORK?
13
Globalpark Panel Community
14HOW A PANEL COMMUNITY WORKS
What they think.
What they talk about.
Your customers.
Where all that
happens.
Globalpark Panel Community
15
What they think.
What they talk about.
Where all that
happens.
PanelManagement
for 200 to 2 million members: recruiting, grouping, sampling, incentivization, panel quality
PANEL MGMT
Globalpark Panel Community
16POST PANEL
What they think.
What they talk about.
Panel Management
Where all that
happens.
Globalpark Panel Community
17SURVEY
What they talk about.
PanelManagement
Where all that
happens.
Surveys & “asking questions”
Get feedback through state-of-the-art online and mobile questionnaires, surveytainment
Globalpark Panel Community
18POST SURVEY
SurveyWhat they talk about.
Panel Management
Where all that
happens.
Globalpark Panel Community
19COMMUNITY
SurveyPanel
ManagementWhere all
that happens.
Community & “observation”
Moderated or self-led chats, forums; blogs, ratings, search; social networking integration
Globalpark Panel Community
20POST COMMUNITY
Survey CommunityPanel
ManagementWhere all
that happens.
Globalpark Panel Community
21WEBSITE
SurveyCommunity
oolboxPanel
ManagementWhere it all happens.Website
The primary place to interact with your customers, and where they meet each other
Globalpark Panel Community
22THE FOUR PARTS OF A PANEL COMMUNITY, TECHNICALLY SPEAKING.
Survey CommunityPanel
Management Website
23PANEL COMMUNITY BENEFITS
Rapid turnaround
Low cost
Longitudinal insights
Consumer empowerment
Reliable results
24AGENDA
1. Introduction to Globalpark
2. What is a panel community?
3. Strategies and keys to success
4. The Payoff! (Examples)
5. Summary
25IT TAKES A RESEACHER…
To be successful, panel communities require care & feeding
More panels die of neglect than overuse
Panelists need to be kept engaged & involved
Companies that enable feedback across multiple departments see exponential increases in value
Don’t go it alone! MR agencies have all the skills necessary to add value to your proprietary panel
ARE YOU READY FOR A PANEL COMMUNITY? 26
Important Questions to Ask Yourself
Does the demand exist for more customer insight?
Do the touch-points exist to recruit members?
Do you have the required skills in-house, ordo you need outside assistance?
Survey design & data analysis
Operational assistance
Community management
KEYS TO SUCCESS 27
Planning
Infrastructure
Support
Encouragement
NEXT STEPS* IMPLEMENTAION 28
Q:
How does one go about building an advisory community?
*HINT: VIEW OUR PANEL COMMUNITY “HOW TO” SERIES!
A:Consider the deployment options and how they match with your skills, resources, budgets and timing
Full service
Self service
Collaborative
29AGENDA
1. Introduction to Globalpark
2. What is a panel community?
3. Strategies and keys to success
4. The Payoff! (Examples)
5. Summary
GENERAL MILLS DOES MORE WITH LESS CASE STUDY
30
Goals
Test new product concepts among key targets
Household composition
Where they shop
What they buy
Invite panelists within the Minneapolis market area for sensory testing at their test kitchens
GENERAL MILLS DOES MORE WITH LESS CASE STUDY
31
Solution
General Mills deployed a number of advisory communities to conduct qualitative & quantitative research
Respondents recruited via multiple methods
Segmentation and profiling enables targeting according to household composition, the types of products bought and where they shop
GENERAL MILLS DOES MORE WITH LESS CASE STUDY
32
Results
At-the-ready respondents scale research efforts while keeping costs down
Project volumes have increased to 1,500+ per year
Per project costs have been reduced to <$2,500
ESPRIT DRIVES REVENUE CASE STUDY
33
Goals
Amplify the voice of the customer across the entire business
Create market-driven products/offers
Be able to quickly impact sales
Esprit At-A-Glance
• Founded in 1968• Sold in 5 continents, 40+ countries
• 640 freestanding stores • Over 12,000 wholesale customers• 20,000+ products designed each
year• 12 product lines for women, men,
kids
ESPRIT DRIVES REVENUE CASE STUDY
34
Solution
1.5 million member panel community
Recruitment with valued customer club, newsletters and raffles
Systematic product testing
Coupon incentive management
ESPRIT DRIVES REVENUE CASE STUDY
35
Results
Increased revenue attributed to market- driven product development, marketing campaign testing
More efficient tracking and management of customer communications
On-demand lever to control sales activity via coupon system
Engaged customers
Engaged Customers
Increased Revenues
DecreasedCosts
36AGENDA
1. Introduction to Globalpark
2. What is a panel community?
3. Strategies and keys to success
4. The Payoff! (Examples)
5. Summary
Private online communities engage
{customers, employees, partners}
and capture actionable insights
that drive business improvement
THE PAYOFFS OF PANEL COMMUNITIES
INNOVATION LOYALTY REVENUE REACH
37
PANEL COMMUNITY “HOW TO” SERIESA 5-PART EDUCATIONAL PROGRAM
I. THE PAYOFFS OF PANEL COMMUNITIES: WHAT YOU NEED TO KNOW
II. GET STARTED: 5 STEPS TO BUILDING A CUSTOM PANEL
III. ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE
IV. INNOVATE: PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE
V. OPTIMIZE: AUTOMATE AND INTEGRATE YOUR PANEL FOR GREATEST EFFICIENCIES AND IMPACT
38
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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.
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