six six six six six six six six six six six six six six six six

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s h t y M The 8 l u f O s n s e l i c n c e u S t u o Ab Communities

Diane Hessan, Communispace, USA Part 3: Session 2, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 2:12pm to 2:39pm (EST/New York)

one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one onet one one one one one s u j s i y t i n one one one one one one one one one one one one one one u m m o c A one one one one one one one one one one one one one one a fancy word for a one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one one Diane Hessan, Communispace, USA Part 3: Session Convenorone Andrew Jeavons, Zoe Dowling, 2:12pm toone 2:39pm (EST/New one one one2,one one Chair one oneschedule one= one one York) one one

1

panel

Diane Hessan, Communispace, USA Part 3: Session 2, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 2:12pm to 2:39pm (EST/New York)

two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two can betwo valu able fortwo almost two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two two twoDiane two two two twoUSAtwo two two two two Hessan, Communispace, Part 3: Session 2, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 2:12pm to 2:39pm (EST/New York) two two two two two two two two two two two two two two

2

s e i t i n u m m o C

any decision

Research Appropriate for Communities New Product/Service Development •  Defining Customer needs, emotions/feelings, behaviors, habits •  Concepting and ideation for new products, services, packaging, bundling, promotions, partnerships, etc. •  Concept development and refinement, including prototype testing •  Concept interest (pre-Bases, pre-Accupoll) •  Viral marketing pre-tests •  Substitute for ethnography using Customer diaries, lifestyle photos, etc. Existing Brand and Product Feedback including competing brands •  Product/service experience evaluations, mystery shopping, product sampling •  Communications development and refinement (tv, print, mail campaigns, online ads - copy, imagery, tag lines, etc.) •  Brand image/imagery Market Research Aid •  Hypothesis development for quantitative methods (segmentation schemes) or qualitative methods •  Survey and guide pre-testing •  Ready-made respondent pool for ethnography (and other in-person methods like in-depth interviews) Diane Hessan, Communispace, USA Part 3: Session 2, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 2:12pm to 2:39pm (EST/New York)

What you shouldn’t use Communities for •  •  •  •  •  •  •  •  •  •  • 

Go/no go decision-making or when high levels of precision are needed. Volume Forecasting Response rate estimation (for a promotion or mailing for example) Predictive modeling Segmentation Dynamic conjoint or other advanced quant methods Awareness and usage studies Satisfaction tracking studies Ad tracking Market sizing Brand equity studies

Diane Hessan, Communispace, USA Part 3: Session 2, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 2:12pm to 2:39pm (EST/New York)

three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three s three three three three three three three three three three ithree three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three three threeUSAthree three three three Diane Hessan,three Communispace, Part 3: Session 2, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 2:12pm to 2:39pm (EST/New York) three three three three three three three three three three three

3

Bigger

Better

Myth #3: Bigger is better TRUTH: Measure engagement rather than # of members

To collect 3,500 contributions/month: Public site with ~ 350,000 visits/month

One 400-person private community

400-person community with 55% participation rate and 16 contributions per active member = 220 members x 16 contributions

OR

Public site that gets 1% of all monthly visitors contributing once

Diane Hessan, Communispace, USA Part 3: Session 2, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 2:12pm to 2:39pm (EST/New York)

four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four e h t k c i p u four four four four four four four four four four four four four four o y e r u s e k a M four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four four Diane Hessan, Communispace, USA four four four four four four four four four four four four four four Part 3: Session 2, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 2:12pm to 2:39pm (EST/New York) four four four four four four four four four four four four four four

4

best techn ology

five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five fiver five five five five five o f y l e g r five five five five five five five five five five five five five five a l e r a s e i t i n u five five five m five five five five five five five five five five five Com five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five or hig h invfive five five five five five five five five five five five olvemfive ent prfive oducts five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five five fiveDiane five five five fiveUSAfive five five five five Hessan, Communispace, Part 3: Session 2, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 2:12pm to 2:39pm (EST/New York) five five five five five five five five five five five five five five

5

” S N A F “BRAND

Myth #5: Communities only work for high involvement products TRUTH: Brand communities only work with highly involved, actively listening brands.

7%

Healthcare and Pharmaceuticals

8%

Retail

2%

Hospitality and Travel

7%

Insurance Consumer Electronics 19%

9%

Voluntary Sector Retail Technology

4%

Telecommunications Apparel and Footwear

3%

Banking and Financial Services 6% 4%

Automotive Beauty and Fragrances

1%

1%

7%

7%

Media and Publishing Consumer Packaged Goods Education

1%

14% 1%

Food and Beverage

Diane Hessan, Communispace, USA Part 3: Session 2, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 2:12pm to 2:39pm (EST/New York)

six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six y t i n u six six six sixm six six six six six six six six six six six six six m o C six six six six six six six six six six six six six six six six six mesix msix besix rs six six six six six six six six six six six six six six are six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six six sixDiane sixHessan, six Communispace, six six sixUSAsix six six six six six Partsix 3: Session 2, Convenor Andrew six Jeavons, Chair Zoe 2:12pmsix to 2:39pm (EST/New six six six six six six sixDowling, sixschedule six =six six sixYork) six six

6

biased

seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven y a p u o y e r o m e h seven seven seven seven seven seven seven seven seven T seven seven seven seven seven seven seven seven seven seven seven e h t r e seven seven seven seven seven seven seven seven seven seven h g i h the seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven r e s ponseven se raseven seven seven seven seven seven seven seven te seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven seven Diane Hessan, Communispace, USA sevenPart seven seven seven seven seven seven seven seven seven 3: Session 2, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 2:12pm to 2:39pm (EST/New York) seven seven seven seven seven seven seven seven seven seven

7

eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight eight Diane Hessan, Communispace, USA eight Part eight eight eight eight eight eight eight 3: Session 2, Convenor Andrew Jeavons, Chaireight Zoe Dowling, schedule =eight 2:12pm to 2:39pm (EST/New York) eight eight eight eight eight eight eight eight eight eight eight eight

8

ROI

t e g o t d r a h is

Myth #8: ROI is hard to get

Customer loyalty Fresh perspectives

More effective marketing

Kill bad ideas fast

Reduce cost New product trial

Speed to market

“In this day and age, it's rare when a company/organization recognizes that we are their customers, and without us, there is no company; and then asks us how to make themselves better. I applaud and plan to maintain my relationship with them for a long time.” – Community Member

Creative solutions Lower risk

Diane Hessan, Communispace, USA Part 3: Session 2, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 2:12pm to 2:39pm (EST/New York)

Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A iane H Q&A Q&A Q&A Q&A Q&A Q&ADQ&A Q&A essaQ&A n Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Zoe Dowling Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Q&A Diane Hessan, Communispace, USA

Q&A

Q&A

Part 3: Session 2, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 2:12pm to 2:39pm (EST/New York)