Transcript Guide to Private Online Communities

INTRO TO PRIVATE ONLINE
COMMUNITIES
A Publication of
Riedel
Marketing
Group
2014
Riedel Marketing Group
1
Intro to Private Online
Communities
The dramatic growth in use of
technology and social media by
consumers has led to a
corresponding increase in the use
of Private Online Communities
(POC’s) and their acceptance as a
valid research tool.
2014
Riedel Marketing Group
2
Intro to Private Online
Communities
The dramatic growth in use of
technology and social media by
consumers has led to a
corresponding increase in the use
of Private Online Communities
(POC’s) and their acceptance as a
valid research tool.
2014
Riedel Marketing Group
These Communities
create the potential for
genuine dialogue and
relationship building with
the people who buy and
use your products.
3
Intro to Private Online
Communities
The dramatic growth in use of
technology and social media by
consumers has led to a
corresponding increase in the use
of Private Online Communities
(POC’s) and their acceptance as a
valid research tool.
These Communities
create the potential for
genuine dialogue and
relationship building with
the people who buy and
use your products.
Companies who own and
use Private Online
Communities develop
better products and have
marketing programs and
packaging that are more
effective.
2014
Riedel Marketing Group
4
Intro to Private Online
Communities
The dramatic growth in use of
technology and social media by
consumers has led to a
corresponding increase in the use
of Private Online Communities
(POC’s) and their acceptance as a
valid research tool.
Companies who own and
use Private Online
Communities develop
better products and have
marketing programs and
packaging that are more
effective.
2014
These Communities
create the potential for
genuine dialogue and
relationship building with
the people who buy and
use your products.
If your company is consumercentric (or wants to transition from
product-centric to consumercentric), a private online community
must be part of your marketing,
social media, and product
development strategy.
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WHAT ARE PRIVATE ONLINE
COMMUNITIES?
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What Are Private Online
Communities?
Pre-recruited groups of people who
participate in market research
projects and other online activities on
an on-going basis.
2014
Riedel Marketing Group
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What Are Private Online
Communities?
Pre-recruited groups of people who
participate in market research
projects and other online activities on
an on-going basis.
Built & managed for
use by a single
company.
2014
Riedel Marketing Group
8
What Are Private Online
Communities?
Pre-recruited groups of people who
participate in market research
projects and other online activities on
an on-going basis.
Built & managed for
use by a single
company.
2014
50 to 500
members.
Riedel Marketing Group
9
What Are Private Online
Communities?
Pre-recruited groups of people who
participate in market research
projects and other online activities on
an on-going basis.
Interactive; Two-way
Built & managed for
use by a single
company.
2014
50 to 500
members.
Riedel Marketing Group
communication
between panel
members and
company.
10
What Are Private Online
Communities?
Pre-recruited groups of people who
participate in market research
projects and other online activities on
an on-going basis.
Interactive; Two-way
Built & managed for
use by a single
company.
50 to 500
members.
communication
between panel
members and
company.
Highly engaged
community
members.
2014
Riedel Marketing Group
11
What Are Private Online
Communities?
Pre-recruited groups of people who
participate in market research
projects and other online activities on
an on-going basis.
Interactive; Two-way
Built & managed for
use by a single
company.
50 to 500
members.
Not just for market
research; community
members participate a
variety of activities.
2014
Riedel Marketing Group
communication
between panel
members and
company.
Highly engaged
community
members.
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What Types Of Activities Do
Members Participate In?
Chats groups,
bulletin board
discussions &
forums
Online surveys
Product
reviews
Product
testing
eDiaries
Contests
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Mini
Polls
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WHAT CAN PRIVATE ONLINE
COMMUNITIES BE USED FOR?
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What Can Private Online
Communities Be Used For?
UNDERSTAND YOUR CONSUMER
 Learn about consumer habits and
practices
 Discover unmet needs and unsolved
problems
 Find out how consumers shop and
make purchase decisions
 Track customer satisfaction
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Riedel Marketing Group
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What Can Private Online
Communities Be Used For?
UNDERSTAND YOUR CONSUMER
 Learn about consumer habits and
practices
 Discover unmet needs and unsolved
problems
 Find out how consumers shop and
make purchase decisions
 Track customer satisfaction
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







OPTIMIZE ADVERTISING &
PROMOTION
Test taglines
Get feedback on packaging & advertising
copy
Develop marketing plans
Get ideas for social media campaigns
Measure advertising impact
Test alternative ad and promo campaigns
Track brand awareness and perceptions
Get testimonials for ad campaigns
Riedel Marketing Group
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What Can Private Online
Communities Be Used For?
UNDERSTAND YOUR CONSUMER
 Learn about consumer habits and
practices
 Discover unmet needs and unsolved
problems
 Find out how consumers shop and
make purchase decisions
 Track customer satisfaction
NEW PRODUCT DEVELOPMENT
 Brainstorm new product ideas








OPTIMIZE ADVERTISING &
PROMOTION
Test taglines
Get feedback on packaging & advertising
copy
Develop marketing plans
Get ideas for social media campaigns
Measure advertising impact
Test alternative ad and promo campaigns
Track brand awareness and perceptions
Get testimonials for ad campaigns
 inspire new features and products


Get feedback on new product ideas
Find out how to improve existing
products
 Get feedback throughout the
development process
 Test new product concepts, prototypes,
and finished products
 2014
Determine volume potential
Riedel Marketing Group
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What Can Private Online
Communities Be Used For?
UNDERSTAND YOUR CONSUMER
 Learn about consumer habits and
practices
 Discover unmet needs and unsolved
problems
 Find out how consumers shop and
make purchase decisions
 Track customer satisfaction
NEW PRODUCT DEVELOPMENT
 Brainstorm new product ideas








OPTIMIZE ADVERTISING &
PROMOTION
Test taglines
Get feedback on packaging & advertising
copy
Develop marketing plans
Get ideas for social media campaigns
Measure advertising impact
Test alternative ad and promo campaigns
Track brand awareness and perceptions
Get testimonials for ad campaigns
 inspire new features and products


Get feedback on new product ideas
OPTIMIZE PACKAGING
Find out how to improve existing
 Identify most compelling consumer
products
 Get feedback throughout the
benefit
development process
 Test taglines
 Test new product concepts, prototypes,
and finished products
 Get feedback on copy and graphics
 2014
Determine volume potential
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 Determine best package design
What Can’t Private Online
Communities Be Used For?
Quantitative surveys
If you need to survey a representative
sample of all adults, then the private
panel is of limited value since it most
likely contains only your customers or
those interested in your brand.
2014
Riedel Marketing Group
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What Can’t Private Online
Communities Be Used For?
Quantitative surveys
If you need to survey a representative
sample of all adults, then the private
panel is of limited value since it most
likely contains only your customers or
those interested in your brand.
Many studies, however, can be
conducted with the community;
it’s not a perfect sample, but
often it is good enough to
provide you with the insight you
need to make informed decisions.
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WHAT ARE THE BENEFITS OF
PRIVATE ONLINE
COMMUNITIES?
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You’ll Develop Better Products
You get closer
to your
consumers…
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You’ll Develop Better Products
You get closer
to your
consumers…
Which gives you a
better understanding
of their unmet needs,
unsolved problems,
and biggest
frustrations…
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You’ll Develop Better Products
You get closer
to your
consumers…
Which gives you a
better understanding
of their unmet needs,
unsolved problems,
and biggest
frustrations…
Which leads you to
develop new products that
meet the needs of the
people who will be buying
and using the products…
2014
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You’ll Develop Better Products
You get closer
to your
consumers…
Which gives you a
better understanding
of their unmet needs,
unsolved problems,
and biggest
frustrations…
Which leads you to
develop new products that
meet the needs of the
people who will be buying
and using the products…
Which leads to new
product success!
2014
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You’ll Develop More Effective
Marketing Programs And
Packaging
You get collaborate with
people who will be
buying the product.
2014
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You’ll Develop More Effective
Marketing Programs And
Packaging
You’ll get to collaborate
with people who will be
buying the product.
Which leads to
marketing programs and
packaging that resonate
with consumers and get
them to buy the product
2014
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You’ll Make Better Decisions
Learn
Ask
Ask more
Come to
the right
decision
Learn more
Probe
deeper
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You’ll Make Money and Save Money
When you engage deeply
with your consumers and
delve intensely into what
they are doing, thinking, and
feeling…
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You’ll Make Money and Save Money
When you engage deeply
with your consumers and
delve intensely into what
they are doing, thinking, and
feeling…
…You make sounder,
more strategic
business decisions…
2014
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You’ll Make Money and Save Money
When you engage deeply
with your consumers and
delve intensely into what
they are doing, thinking, and
feeling…
…Decisions that
make money and
save money.
2014
…You make sounder,
more strategic
business decisions…
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WHY USE A PRIVATE ONLINE
COMMUNITIES INSTEAD OF
DOING AD HOC MARKET
RESEARCH STUDIES?
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Cheaper Than Ad Hoc Research
You only pay for sample once
when you recruit the community
members for the first time and
then you can use them as many
times as you want for as long as
they remain members.
2014
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Cheaper Than Ad Hoc Research
You only pay for sample once
when you recruit the community
members for the first time and
then you can use them as many
times as you want for as long as
they remain members.
You’ll save 25–35%
versus the price of
traditional online
surveys.
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Faster Than Ad Hoc Research
Traditional ad hoc research
typically takes 4 to 8 weeks
to go from inception to
results.
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Faster Than Ad Hoc Research
Traditional ad hoc research
typically takes 4 to 8 weeks
to go from inception to
results.
With an online
consumer community,
you can get results
within days.
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WHY ARE PRIVATE ONLINE
COMMUNITIES SUCH A
POWERFUL TOOL?
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Thoughtful and Honest Feedback
People join online
communities because they
like to feel involved in
shaping companies and
products for the future and
make a difference.
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Thoughtful and Honest Feedback
People join online
communities because they
like to feel involved in
shaping companies and
products for the future and
make a difference.
2014
Riedel Marketing Group
They feel privileged
to be on the panel
and are willing and
anxious to
participate.
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Thoughtful and Honest Feedback
People join online
communities because they
like to feel involved in
shaping companies and
products for the future and
make a difference.
Because it’s their
chance to make their
mark, respondents
offer thoughtful and
honest feedback.
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They feel privileged
to be on the panel
and are willing and
anxious to
participate.
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Rich Deep Insight
You can use a variety of
techniques that enable
you to get closer to your
consumers and
understand them better.
2014
Riedel Marketing Group
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Rich Deep Insight
You can use a variety of
techniques that enable
you to get closer to your
consumers and
understand them better.
2014
You can ask questions in
new and engaging ways
which provide you with
more meaningful
findings.
Riedel Marketing Group
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Rich Deep Insight
You can use a variety of
techniques that enable
you to get closer to your
consumers and
understand them better.
You can identify
problems that
traditional research
might not uncover.
2014
You can ask questions in
new and engaging ways
which provide you with
more meaningful
findings.
Riedel Marketing Group
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Enables Iterative Testing
Unlike traditional ad hoc
consumer studies that are
conducted with a sample
purchased from an online
consumer panel supplier…
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Enables Iterative Testing
Unlike traditional ad hoc
consumer studies that are
conducted with a sample
purchased from an online
consumer panel supplier…
…you can conduct
iterative research studies
with the same
participants.
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Drives More Thorough Quantitative
Research Studies
A “pre-quant” online
discussion board or chat
can generate very
helpful directions for
designing your
qualitative survey.
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46
Drives More Thorough Quantitative
Research Studies
A “pre-quant” online
discussion board or chat
can generate very
helpful directions for
designing your
qualitative survey.
You can test the
questionnaire before
fielding the
quantitative survey.
2014
Riedel Marketing Group
47
Drives More Thorough Quantitative
Research Studies
A “pre-quant” online
discussion board or chat
can generate very
helpful directions for
designing your
qualitative survey.
You can conduct a
post-quant survey to
uncover the why
behind the numbers.
2014
You can test the
questionnaire before
fielding the
quantitative survey.
Riedel Marketing Group
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Builds Brand Advocacy
“Communities create potential for
genuine dialogue and relationship
building…if run correctly, these
communities will develop into a
powerful resource that also builds
brand advocacy.”
Michalis Michael, DigitalMR CEO
2014
Riedel Marketing Group
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Builds Brand Advocacy
“Communities create potential for
genuine dialogue and relationship
building…if run correctly, these
communities will develop into a
powerful resource that also builds
brand advocacy.”
Michalis Michael, DigitalMR CEO
“Consumers have appreciation for the
brands that want their opinion.”
Leah Spokojny, Online Research Strategist at
GutCheck
2014
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Want to Learn More?
Now you know what Private Online Communities are, how they
can be used, what the benefit are, why POC’s are such a
powerful tool, and why you should use a POC instead of doing ad
hoc market research studies.
Want to learn more?
CLICK HERE to download the FREE Guide to Private Online Communities.
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Intro To Private Online
Communities
By A.J. Riedel
A.J. Riedel is Senior Partner and Founder of Riedel
Marketing Group, providing housewares companies
with the market intelligence and consumer insight
they need to make informed decisions.
A.J. has extensive experience with online surveys,
product concept tests, market and competitive
assessments, and home-use tests and has been
managing the HomeTrend Influentials Panel (HIP)
since it’s inception in 2004.
602-840-4948
[email protected]
www.4rmg.com
www.twitter.com/AJRat4RMG
www.linkedin.com/in/ajriedel
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