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INTRO TO PRIVATE ONLINE COMMUNITIES A Publication of Riedel Marketing Group 2014 Riedel Marketing Group 1.

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Presentation on theme: "INTRO TO PRIVATE ONLINE COMMUNITIES A Publication of Riedel Marketing Group 2014 Riedel Marketing Group 1."— Presentation transcript:

1 INTRO TO PRIVATE ONLINE COMMUNITIES A Publication of Riedel Marketing Group 2014 Riedel Marketing Group 1

2 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. Intro to Private Online Communities 2014 Riedel Marketing Group 2

3 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. Intro to Private Online Communities 2014 Riedel Marketing Group 3

4 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. Intro to Private Online Communities Companies who own and use Private Online Communities develop better products and have marketing programs and packaging that are more effective Riedel Marketing Group 4

5 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. If your company is consumer- centric (or wants to transition from product-centric to consumer- centric), a private online community must be part of your marketing, social media, and product development strategy. Intro to Private Online Communities Companies who own and use Private Online Communities develop better products and have marketing programs and packaging that are more effective Riedel Marketing Group 5

6 WHAT ARE PRIVATE ONLINE COMMUNITIES? 2014 Riedel Marketing Group 6

7 Pre-recruited groups of people who participate in market research projects and other online activities on an on-going basis. What Are Private Online Communities? 2014 Riedel Marketing Group 7

8 Pre-recruited groups of people who participate in market research projects and other online activities on an on-going basis. What Are Private Online Communities? Built & managed for use by a single company Riedel Marketing Group 8

9 Pre-recruited groups of people who participate in market research projects and other online activities on an on-going basis. 50 to 500 members. What Are Private Online Communities? Built & managed for use by a single company Riedel Marketing Group 9

10 Pre-recruited groups of people who participate in market research projects and other online activities on an on-going basis. Interactive; Two-way communication between panel members and company. 50 to 500 members. What Are Private Online Communities? Built & managed for use by a single company Riedel Marketing Group 10

11 Pre-recruited groups of people who participate in market research projects and other online activities on an on-going basis. Interactive; Two-way communication between panel members and company. 50 to 500 members. What Are Private Online Communities? Built & managed for use by a single company. Highly engaged community members Riedel Marketing Group 11

12 Pre-recruited groups of people who participate in market research projects and other online activities on an on-going basis. Interactive; Two-way communication between panel members and company. 50 to 500 members. What Are Private Online Communities? Built & managed for use by a single company. Highly engaged community members. Not just for market research; community members participate a variety of activities Riedel Marketing Group 12

13 Chats groups, bulletin board discussions & forums Chats groups, bulletin board discussions & forums Product reviews eDiaries Product testing Mini Polls What Types Of Activities Do Members Participate In? Online surveys Contests 2014 Riedel Marketing Group 13

14 WHAT CAN PRIVATE ONLINE COMMUNITIES BE USED FOR? 2014 Riedel Marketing Group 14

15 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 2014 Riedel Marketing Group 15

16 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 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 What Can Private Online Communities Be Used For? 2014 Riedel Marketing Group 16

17 NEW PRODUCT DEVELOPMENT  Brainstorm new product ideas  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  Determine volume potential 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 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 What Can Private Online Communities Be Used For? 2014 Riedel Marketing Group 17

18 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 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 OPTIMIZE PACKAGING  Identify most compelling consumer benefit  Test taglines  Get feedback on copy and graphics  Determine best package design NEW PRODUCT DEVELOPMENT  Brainstorm new product ideas  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  Determine volume potential What Can Private Online Communities Be Used For? 2014 Riedel Marketing Group 18

19 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. 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. What Can’t Private Online Communities Be Used For? 2014 Riedel Marketing Group 19

20 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. 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. What Can’t Private Online Communities Be Used For? 2014 Riedel Marketing Group 20

21 WHAT ARE THE BENEFITS OF PRIVATE ONLINE COMMUNITIES? 2014 Riedel Marketing Group 21

22 You get closer to your consumers… You’ll Develop Better Products 2014 Riedel Marketing Group 22

23 You get closer to your consumers… Which gives you a better understanding of their unmet needs, unsolved problems, and biggest frustrations… You’ll Develop Better Products 2014 Riedel Marketing Group 23

24 You get closer to your consumers… Which gives you a better understanding of their unmet needs, unsolved problems, and biggest frustrations… You’ll Develop Better Products Which leads you to develop new products that meet the needs of the people who will be buying and using the products… 2014 Riedel Marketing Group 24

25 You get closer to your consumers… Which gives you a better understanding of their unmet needs, unsolved problems, and biggest frustrations… Which leads to new product success! You’ll Develop Better Products Which leads you to develop new products that meet the needs of the people who will be buying and using the products… 2014 Riedel Marketing Group 25

26 You get collaborate with people who will be buying the product. You’ll Develop More Effective Marketing Programs And Packaging 2014 Riedel Marketing Group 26

27 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 You’ll Develop More Effective Marketing Programs And Packaging 2014 Riedel Marketing Group 27

28 Ask Learn Probe deeper You’ll Make Better Decisions Come to the right decision Ask more Learn more 2014 Riedel Marketing Group 28

29 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… 2014 Riedel Marketing Group 29

30 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 Riedel Marketing Group 30

31 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… …Decisions that make money and save money Riedel Marketing Group 31

32 WHY USE A PRIVATE ONLINE COMMUNITIES INSTEAD OF DOING AD HOC MARKET RESEARCH STUDIES? 2014 Riedel Marketing Group 32

33 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 Riedel Marketing Group 33

34 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 Riedel Marketing Group 34

35 Faster Than Ad Hoc Research Traditional ad hoc research typically takes 4 to 8 weeks to go from inception to results Riedel Marketing Group 35

36 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 Riedel Marketing Group 36

37 WHY ARE PRIVATE ONLINE COMMUNITIES SUCH A POWERFUL TOOL? 2014 Riedel Marketing Group 37

38 People join online communities because they like to feel involved in shaping companies and products for the future and make a difference. Thoughtful and Honest Feedback 2014 Riedel Marketing Group 38

39 People join online communities because they like to feel involved in shaping companies and products for the future and make a difference. They feel privileged to be on the panel and are willing and anxious to participate. Thoughtful and Honest Feedback 2014 Riedel Marketing Group 39

40 People join online communities because they like to feel involved in shaping companies and products for the future and make a difference. They feel privileged to be on the panel and are willing and anxious to participate. Because it’s their chance to make their mark, respondents offer thoughtful and honest feedback. Thoughtful and Honest Feedback 2014 Riedel Marketing Group 40

41 You can use a variety of techniques that enable you to get closer to your consumers and understand them better. Rich Deep Insight 2014 Riedel Marketing Group 41

42 You can use a variety of techniques that enable you to get closer to your consumers and understand them better. Rich Deep Insight You can ask questions in new and engaging ways which provide you with more meaningful findings Riedel Marketing Group 42

43 You can use a variety of techniques that enable you to get closer to your consumers and understand them better. Rich Deep Insight You can ask questions in new and engaging ways which provide you with more meaningful findings. You can identify problems that traditional research might not uncover Riedel Marketing Group 43

44 Enables Iterative Testing Unlike traditional ad hoc consumer studies that are conducted with a sample purchased from an online consumer panel supplier… 2014 Riedel Marketing Group 44

45 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 Riedel Marketing Group 45

46 A “pre-quant” online discussion board or chat can generate very helpful directions for designing your qualitative survey. Drives More Thorough Quantitative Research Studies 2014 Riedel Marketing Group 46

47 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. Drives More Thorough Quantitative Research Studies 2014 Riedel Marketing Group 47

48 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. Drives More Thorough Quantitative Research Studies You can conduct a post-quant survey to uncover the why behind the numbers Riedel Marketing Group 48

49 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 “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 49

50 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 “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 “Consumers have appreciation for the brands that want their opinion.” Leah Spokojny, Online Research Strategist at GutCheck 2014 Riedel Marketing Group 50

51 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 CLICK HERE to download the FREE Guide to Private Online Communities Riedel Marketing Group 51 Want to Learn More?

52 Intro To Private Online Communities 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 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 Riedel Marketing Group 52 By A.J. Riedel


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