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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

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panel

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

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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)

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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)

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best techn ology

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” 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)

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biased

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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)