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delivered at ESOMAR Asia Pac in Beijing April 09. How using online research communities to moving research from a cost centre to a knowledge centre and put the customer at the centre of the business
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A-HA!Moving research from a cost centre
to a knowledge centre
April 2009
Peter Harris
Managing Director, Colmar Brunton
http://fc97.deviantart.com/fs28/f/2008/084/7/d/reach_for_knowledge_by_ramybws.jpg
Cost Centre
Walls Of Separation
Ivory
Tow
er
Syndro
me
Corp
ora
te D
isconnect
Tone D
eafn
ess
Pictures adapted from
The War Is On
“Marketers need to know what is
relevant to their consumer today and
not what was relevant in 2008… and
then focus on the critical things that
will appeal to consumers at this time”
Helen Farquhar, McDonalds
Australia Director of Marketing
The Old Way
One Way Dialogue
Little buy-in or shared learning among stakeholders
http://www.flickr.com/photos/monkeyiron/367271228/sizes/l/
Build the factory, then tear it down
What Happened, Why Now!
Social Media Happened
Creating an explosion in online conversations
From Passive Consumption to Active Participation
We need a new model
Research 2.0
Research Evolved
Who should lead and manage the conversation?
Accountants
Our Competitors Are Transforming
“More than 60% of Fortune 1000
companies will connect to or host a
form of online community by 2010.”
Gartner.com, October 6th 2008
Adidas insiders
Ambrielle Team
Generation Benz
Chrysler Listens
Brand Communities
“50% of companies that start an
online community will fail to establish
a mutual purpose ultimately eroding
customer and company value”
Gartner.com, October 6th 2008
We Need To Step Up
The New Way
Brand
Marketing Innovation
Research Retail
SalesStrategic Planning
Customer Service
HR
All departments of company can engage and benefit from the community
A private branded online community is a dialogue focused on improving your offering
Your communities conversations with your brand
Brand Community
“Private, branded, online space, where 100‟s
or 1000‟s of invited consumers or prospects
regularly spend time generating ideas, offering
advice to you and to one another, sharing
experiences and feelings, discussing trends,
and helping you figure out your marketing
and business issues.”
What is a Market Research Online Community?
37% of members contribute daily and 89% contribute
monthly
Communispace 2008
Your Source; Australians 18+; online users
Over 80% of people say they are willing to participate in
online company communities
Previewing/Input on new
product's/services
before anyone else
84%
Giving input on
advertising/marketing
campaigns
68%
Getting a behind-
the-scenes look at
the company
61%
Having a direct
impact on the
company
58%
Interacting with
company decision
makers
49%
Interacting with
other community
members
48%
Other
4%
What would be of interest if you joined a brand
community?
Your Source; Australians 18+; online users; say they are willing to participate in company online communities
Willingness spans a variety of areas
The research findings from an
online community can be more
useful for decision making than
other research for the following
reasons:
Reason # 1: Knowledge is built quickly
Reason # 2: More debate between members +
richer quality of response
Reason # 3: Closer consumer contact among
stakeholders
Reason # 4: Reduced surveying costs
Market & Customer Insight Customer-Driven Innovation Brand Advocacy
More Than Research
Cost Centre Knowledge Centre
Knowledge
GAP
Your CompanyThe Customer
Sales
Marketing
Research
Innovation
PR
Customer
Service
HR
Retail
Customer
Community
Designed to eliminate
wasted time and energy
Traditional Focus Group
Online Research Community
Significantly
Lower Costs
$8,000 to $15,000 per individual focus
group
Cost is ≤ 3 traditional focus
groups (supporting many more
research events)
Increased
Productivity to hold 12 focus groups
in 6 cities
2 weeksto hold 12 online research
community activities with no travel required
More Efficient
„The Business Case For Online Communities‟ presentation developed by Mzinga and authored by Don Tapscott (Author of Wikinomics), Barry Libert (Author, We Are Smarter Than Me‟), Aaron Strout (VP New Media at
Mzinga),
http://www.slideshare.net/whatidiscover/the-business-case-for-online-communities-presentation
Market Pricing For Online Communities
„The Business Case For Online Communities‟ presentation developed by Mzinga and authored by Don Tapscott (Author of Wikinomics), Barry Libert (Author, We Are Smarter Than Me‟), Aaron Strout (VP New Media at
Mzinga), Slide sourced to Mukund Mohan, Best Engaging Communities
http://www.slideshare.net/whatidiscover/the-business-case-for-online-communities-presentation
Demonstrated ROI
Marketing 2.0
Takeaways
1. Online communities help companies and their employees join the
conversation, literally
2. Online communities need to become the centralised hub for
business decision making, where all stakeholders collaborate in an
iterative manner, managed and led by market researchers
3. Putting an online community at the centre of your organisational
decision making is the key to getting closer to consumers and
therefore delivering competitive advantage
4. Online communities provide additional benefits of customer
collaboration and brand advocacy
5. Online communities refocus and realign the organisation around
the customer
Once this is in place and working
efficiently, it will ensure that
research moves from being a
cost centre to a knowledge centre
and business will take notice
Cost Centre Knowledge Centre
Sales
Marketing
Research
Innovation
PR
Customer
Service
HR
Retail
Customer
Community
Walls Of Separation
Ivory
Tow
er
Syndro
me
Corp
ora
te D
isconnect
Tone D
eafn
ess
Pictures adapted from
A-HA!Moving research from a cost centre
to a knowledge centre
April 2009
Peter Harris
Managing Director, Colmar Brunton
http://fc97.deviantart.com/fs28/f/2008/084/7/d/reach_for_knowledge_by_ramybws.jpg