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B2B Community Panels
- 1. Presenter MC Mike Stevens Daniel Alexander-Head MD, UK Vice President Marketing Vision Critical Running B2B Community Panels 30 May 2012
- 2. Agenda What? Why? How? Who? Community Panel Webinars 2012
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- 4. A community panelis ... “ A targeted group of individuals you engage for primary research and learn ” from over time Community Panel Webinars 2012
- 5. A community panelis ... Community Panel Webinars 2012
- 6. A community paneldoes ... Trend Competitive Idea spotting monitoring testing Packaging Pricing Satisfaction optimisation validation feedback Brand Message Concept positioning refinement co-creation Community Panel Webinars 2012
- 7. A community paneldoes ... Online Focus Group Online Discussion Forum eg. product feedback eg servicing needs Quali-Quant Survey Online Discussion Forum eg brand perceptions eg usage trends Wider Community Panel for robust quantitative insights Community Panel Webinars 2012
- 8. “ This is all fine for consumers ... But it won’t work for my ” B2B customers, will it? Community Panel Webinars 2012
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- 10. The only benefitsthat matter Cost Time Quality Community Panel Webinars 2012
- 11. Cost profile of‘typical’ B2B research project Community Panel Webinars 2012
- 12. Cost profile of‘typical’ B2B community panel Community Panel Webinars 2012
- 13. Cumulative cost profileover 12 months: ad hoc B2B projects vs community panel Community Panel Webinars 2012
- 14. Typical turnaround timesfor ad hoc B2B research project Community Panel Webinars 2012
- 15. Typical turnaround timesfor B2B community panel research project Community Panel Webinars 2012
- 16. Quality of insightcan also be enhanced in community panel research Community panel Ad hoc research • Engaged, • Scope to go deeper committed members in face to face / • Deeply profiled telephone respondents conversations • Longitudinal data Community Panel Webinars 2012
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- 18. 3 key challengesto overcome Heterogeneity Recruitment Engagement Community Panel Webinars 2012
- 19. No two B2Baudiences are the same Different: Different: lawyers SME universe size electricians messaging financial controllers tone of voice developers content purchasing managers recruitment directors catering managers specialist terminology HVAC engineers feedback corporates engagement strategies Community Panel Webinars 2012
- 20. Recruitment: five hard-learnedlessons Create a compelling identity Make a meaningful promise Start small Mix recruit sources Expect problems Community Panel Webinars 2012
- 21. Recruitment: five hard-learnedlessons Tone of communication Needs to be carefully tailored to the specific professional audience Content boxes Must support relevant engagement Feedback Needs to be relevant to the partnership with them and the promise of the community panel Community Panel Webinars 2012
- 22. Recruitment: five hard-learnedlessons Community Panel Webinars 2012
- 23. Recruitment: five hard-learnedlessons Community Panel Webinars 2012
- 24. Recruitment: five hard-learnedlessons Inbound In location sales / Outbound service telephone enquiries Sales / In-app Account banners teams CRM Recruitment Website campaign sign-up Community Panel Webinars 2012
- 25. Recruitment: five hard-learnedlessons Community Panel Webinars 2012
- 26. Engagement: five tipsfor success Set expectations Vary the tasks Create motivating activities Enable responses from anywhere Give meaningful feedback Community Panel Webinars 2012
- 27. Engagement: five tipsfor success Community Panel Webinars 2012
- 28. Engagement: five tipsfor success Community Panel Webinars 2012
- 29. Engagement: five tipsfor success Community Panel Webinars 2012
- 30. Engagement: five tipsfor success Community Panel Webinars 2012
- 31. Engagement: five tipsfor success B2B community panel engagement is focused on intrinsic reward Monetary/product incentives are not the prime motivator for participation Community Panel Webinars 2012
- 32. Engagement: five tipsfor success survey results blog posts white papers newsletters exclusive reports portal content webinars video updates insider access best practices industry trends Community Panel Webinars 2012
- 33. Engagement: five tipsfor success Provide relevant reports and knowledge assets Share back what you have learned from them Send notes of appreciation from key stakeholders Send simple newsletters regularly Engage members face-to-face if at all possible: conferences, meetings, seminars, site visits Community Panel Webinars 2012
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- 35. Foodservice manufacturer Client supplies restaurants with pre-made/frozen product Members restaurant owners, single or small chain Size 500 Geographies US & Canada Usage Testing new concepts Frequency Once study every 6 weeks Response rates 55% - 60% Community Panel Webinars 2012
- 36. Farm equipment manufacturer Client supplies farmers with tractors and machinery Members farmers and dealers Size c. 4,000 Geographies UK, Germany, France, Spain, US, Australia, Latam Usage testing new products, services, communications, financing Frequency Once study every month Response rates 55% - 60% Community Panel Webinars 2012
- 37. Business leaders organisation Client represents business leaders’ interests Members company directors Size c. 2,000 Geographies UK Usage responses to proposed legislation affecting business Frequency Once study every month Response rates 40% - 50% Community Panel Webinars 2012
- 38. Global semiconductor manufacturer Client Manufacturers technology components and end products Members design engineers Size c. 3,000 Geographies over 90 countries, 14 languages Usage product design & packaging feedback Community Panel Webinars 2012
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- 42. Q&A Mike Stevens Daniel Alexander-Head Managing Director Vice President Marketing Vision Critical, UK