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Presented at the AMSRS National Conference 2011
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The Curious Nature of User Generated Content
Get more from community members
Platform Design Rewards and Incentives Moderator’s role
Online Communities for Market Research
9 million Australians on social media
There’s a social networking site for every type of interest –
personal, professional, academic, hobby.
You may have heard of these referred to as MROCs, Online
Research Communities or Insights Communities
Market research has built its own social networking sites
(Poynter 2010)
“Online research communities are those created specifically to facilitate market research, and are quite distinct from other online communities ”
(Poynter 2010)
Duration
Branding
Agenda
Membership
A powerful tool for user generated content
“Letting consumers take you places you would not have thought of at the outset, helping you uncover new insights”
(Needham 2009)
As participants become more sophisticated, so too must our technology
The roles of psychology, sociology and software design
Social Affordance(How we interact with our environments)
Motivations
How we motivate members is pivotal to
maintaining high levels of participation
Extrinsic or Intrinsic rewards?
Extrinsic rewards…
≠ greatestparticipation
Enhance intrinsic rewards
“I have felt like being part of a big family where I could share my
thoughts and emotions, and receive responses from people
who genuinely care”
(Community Member, Latitude Insights)
Tools of the trade
Indirect Monitoring Tools
Frame Stabilizing
Tools
Reputation Systems
User Driven
Content Driven
Social cues should guide design
Consider how you motivate
Let members into the driver’s seat!
LATITUDE INSIGHTSChanging the conversation
Melbourne office312 Waverley RoadMalvern East VIC 3145P: +61 3 9571 1199
Sydney officeSuite 8, 43-45 Burns Bay RoadLane Cove NSW 2066P: +61 2 9420 2337
E: [email protected]: latitudeinsights.com.au
Contact us:Dianne [email protected] 323 765
Any questions?
