engage: focus on your respondents, panelists, and members
DESCRIPTION
Part 3 of the webinar series Manage What Matters: Proprietary Panels. Presented 10-29-09TRANSCRIPT
ENGAGE: HOW TO KEEP A PANEL COMMUNITY ACTIVE
3 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
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Private online communities engage
{customers, employees, partners}
and capture actionable insights
that drive business improvement
I. THE PAYOFFS OF PANEL COMMUNITIES
INNOVATION LOYALTY REVENUE REACH
4II. GET STARTED: THE 5 STEPS TO BUILDING A CUSTOM PANEL COMMUNITY
1. Panel Site Development
2. Recruitment Plans
3. Registration & Profiling
4. Incentive Plans
5. Panel Lockouts & Hygiene
5III. ENGAGE – KEEP YOUR PANEL COMMUNITY ACTIVE
Five ways to engage
1. What’s the magic number?
2. Segmentation & profiling
3. Motivating Response
4. Multi-method approach
5. Web 2.0 Survey Design
Summary
61. THE MAGIC NUMBER
More panel communities die of neglect than overuse
What is the appropriate level of participation?
Optimal contact frequency depends upon the size and nature of the community
Hearing from you monthly is mandatory
Understand the subtle difference between communication, invitation and participation (and don’t wear out your welcome)
Intelligent survey design & incentives can help a lot
72. SEGMENTATION & PROFILING
Determine category involvement and try not pester them with products / issues that they don’t care about
Minimize the impact of screening & qualification whenever possible – no one likes to be rejected
Be sure to develop a healthy balance of high incidence opportunities to mitigate any low-incidence demands placed on the community
As you capture more information, you know more about your customers – USE THAT to refine your interactions
83. MOTIVATING RESPONSE
Primary motivation: active participation as a panelist improves the world in which we live
An incentive program will add a material element to the motivation of panelists and improve response rates:
Individual rewards or aggregate rewards?
Points-based, sweepstakes-based or both?
Can other compensation (e.g. access to selected results, panelist discounts and coupons) be offered?
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Mobile: immediate, in-the-moment input
Social media: pull from, push to social sites
Intra-panel engagement
Members recruit / refer each other
Chat: let them lead some conversations
CGM: allow them to contribute (pictures, video, etc.)
4. MULTI-METHOD APPROACH
10GO MOBILE
Fly Research: engage youth (B2C)
Deloitte: engage finance executives (B2B)
Pearl Medical: engage doctors (B2B2C)
11GO MOBILE
Direct phone to code > take photo > decode > site / activity
Utilize codes for event, multichannel or
“scavenger hunt” activities
12PULL FROM / PUSH TO SOCIAL SITES
13INTRA-PANEL ENGAGEMENT: CHAT, DOWN/UPLOADS
145. WEB 2.0 SURVEY DESIGN
When a question is more than a question
It’s “cool”
It captivates
It’s entertaining
It’s fun
155. WEB 2.0 SURVEY DESIGN
Mindful of how you apply them
Complete times can be up to 40% longer
User experience impacted by connection speed
Variance between “cool” and “traditional” questions can range from 5-25%
Greater visual stimuli can cause respondents to rather infer than actually read and understand a question
Use Web 2.0 techniques to increase clarity and understanding rather than cause distraction
16INCORPORATE IMAGERY WITH SLIDERS
17DRAG ‘ N DROP “RANKINGS”
18DRAG ‘ N DROP “PACKING DESIGN”
19DRAG ‘ N DROP “MULTI-CARD SORTING”
20PICURES WITH IMAGE RESPONSES
23WHITEBOARD, HIGHLIGHTING
24ENGAGE – KEEP YOUR PANEL COMMUNITY ACTIVE
Five ways to engage
1. What’s the magic number?
2. Segmentation & profiling
3. Motivating Response
4. Multi-method approach
5. Web 2.0 Survey Design
Summary
25SUMMARY: KEEPING YOUR PANEL ACTIVE
1. More panels die of neglect than overuse
2. Profiling allows an efficient and personalized survey experience
3. Never miss an opportunity to reinforce the value of their contribution & leverage incentives
4. Think beyond “matrix questions” – but be mindful that the objective is the collection of quality data to guide your strategic insights
PANEL COMMUNITY “HOW TO” SERIESNEXT UP IN THE 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
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