Engage: Focus on Your Respondents, Panelists, and Members

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

2

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?

9

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

21VIRTUAL ENVIRONMENT “SORTING”

22VIRTUAL ENVIRONMENT PAGE-FLIPPING

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

26

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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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