Engaging Online Market Research Communities

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    20-Jan-2015

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Presented by Jim Longo, VP Marketing & Client Development, to Merlien Institute. Applying your skills as a qualitative practitioner to develop engaging online market research communities (MROC).

Transcript

  • 1. Engaging Online MarketResearch Communities Applying your skills as a qualitative practitioner to develop engaging online market research communities (MROC) Presented by: Jim LongoVP Marketing & Client DevelopmentItracks

2. Engaging Online MarketResearch Communities

  • MROCs and Moderators

Image Source: SpychResearch.com 3. Engaging Online MarketResearch Communities

  • MROCs and Moderators

4. Engaging Online MarketResearch Communities

  • Objective The Big Question
  • Used to understand more about customers
  • Can have multiple objectives
  • Can use a variety of methods to gain insights

5. Engaging Online MarketResearch Communities

  • MROCs Allow You To

- Have an ongoing conversation with your customers or targeted group - Quickly find answers to questions without having to wait days/weeks for results - Involve more of the research or brand team as be a part of the process. 6. Engaging Online MarketResearch Communities

  • MROC an Example

7. Engaging Online MarketResearch Communities MROC an Example 8. Engaging Online MarketResearch Communities MROC an Example 9. Engaging Online MarketResearch Communities MROC an Example 10. Engaging Online MarketResearch Communities

  • Take Action

11. Engaging Online MarketResearch Communities

  • Successful MROCs
  • More extroverted
  • More creative and open-minded
  • Problem solvers, not problem seekers
  • Use Social media in their daily life
  • More likely to create content in SM
  • More accountable

A successful MROC will have members who are 12. Engaging Online MarketResearch Communities

  • Engagement
  • Take Time
    • Plan about 15-20 hours per week for community management
  • Acknowledge
    • Personal responses are better
  • Share
    • Reinforcement

13. Engaging Online MarketResearch Communities

  • Member Interaction
  • You learn more about your members and their lives
  • Members form bonds with each other and the brand
  • Unmet needs begin to surface
  • Innovation begins

14. Engaging Online MarketResearch Communities

  • Lead by Example
  • Take the lead
    • - Write about yourself
    • - Upload photos
    • - Pull in content from other sources

15. Engaging Online MarketResearch Communities

  • Challenge Your Members
  • Assign tasks or homework
  • Break members up into teams for discussions, tasks or to problem solve

Daunting, artist unknown. 16. Engaging Online MarketResearch Communities

  • Balance
  • Encourage sharing and listen to what the members want to talk about
  • Mix up targeted activities
  • - Short polls
  • - BBFGs/OLFGs
  • - Media uploads
  • - Discussions
  • - Contests

17. Engaging Online MarketResearch Communities

  • Conclusion
  • MROCs incorporate research tools with SM in a private environment
  • People enjoy participating when they are acknowledged
  • Sharing results of the research with members reinforces participation
  • MROCs can save your client time and money
  • MROCs are another opportunity for Qualitative Researchers

18.

  • Thank You

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