Tag Archives: Communispace

Finding the Right Social media Mix: Julie Wittes Schlack #Netgain6 #MRIA

netgain mriaWelcome to my #Netgain6 MRIA live blogs. What happens at St. Andrews Conference Centre, gets blogged for all to read about. Each posting is published immediately after the speaker finishes. Any inaccuracies are my own. Any silly comments in [ ] are my own. Enjoy!

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Julie Wittes Schlack, Senior VP, Innovation and Design, Communispace

  • What would you share on facebook or linkedin? How far you ran? Your medicine cabinet? Computer complaints?
  • Best tool for business decision is what matters. We want something on a range from feedback to discover. And, we want something on a range from strategic to tactical.
  • Feedback is about the brand. Discovery is about the consumers.
  • In SN, the individual is the center of gravity. In a panel, the project is the center of gravity. In a private community, the purpose is the center of gravity.
  • Communi-panels [a new word for me!]
  • Panels are survey driven, one way learning, reactive, discontinuous approach
  • Social networks are for discover, unguided, one-to-one, one-to-many, unmoderated, content by or about themselves, can’t initiate conversation, little known about WHO says what, ideal for tracking
  • Online private communities are 3-way conversations with deep engagement, trusted relationships, identities are protected, can’t be gathered by data crawlers
  • Privacy is crucial for generating insight, particularly in the pharma area
  • Image Annotation is one tool – people draw all over images and write notes on everything
  • Ideation is another tool – Have people think about something, let them go away and come back later with their thoughts, let them upload drawings or images to share with everyone
  • Surveys – Can be a starting or ending within within a larger process
  • Mind mapping – visual free association tool, “create 20 nodes” forces people to get beyond the obvious, you can gather radically different schematics of how people organize the same general thought/category
  • Mobile ethnography – can people report on themselves? yes, send “in the moment” videos, people do these intimate videos because they feel that they are being heard
  • Heatmapping – What part of a website do people look at on a website, which words or images, you could just ask “What is most compelling about the ad” but clicking on the page works well
  • Communities let people think about things and change their minds over time
  • Communities let people disclose things they do NOT want to share with their facebook friends, e.g.,  skin issues, what your valentine’s card should say, your shopping budget
  • a “like” doesn’t mean they want to talk to you
  • and just because they talk to you, doesn’t mean you want to talk to them
  • Don’t mistake fan counts for engagement
  • Growth is not selling more but expanding the domain in which you can respond to your clients, consumers, and customers – Joe Batista, HP

A Discussion with Coca-Cola by Diane Hessan and Stan Sthanunathan (Read!) #TMRE #MRX

The Coca-Cola logo is an example of a widely-r...

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Live blogs by @LoveStats of @Conversition. This is a session summary from The Market Research Event by IIR in Orlando, Florida, November 2011. It was posted mere minutes after completion of the talk. Any inaccuracies are my own. Any humorous side remarks are also my own. Feel free to leave comments and critiques.

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The 21st Century Market Researcher: A Discussion with Coca-Cola
Diane Hessan, President & CEO, Communispace
Stan Sthanunathan, Vice President, Marketing Strategy
& Insights, The Coca-Cola Company

  • The session starts with standing room only. Lines along the wall and the back of the room. You missed out! What does Stan worry about? What is his story? What’s right, what really matters for his organization.
  • Stan says he has no filter between his brain and his mouth. 🙂
  • Why MR? It wasn’t what his father wanted, he wanted him to be a doctor or an engineer. He hated engineering. He needed to correct it and he went to business school. He had an inspirational professor – organizational behavior professor and economics professor.
  • Why is Coke iconic? Community over hundred years. Everyone has a story about coke. And not just in Atlanta. 100 000 people in company and more in the bottling industry. They live and work in the community and touch people on a daily basis. It’s a drink that promotes happiness on a daily basis. 1.7 billion times a day.
  • What do they do next? Five by twenty. Five million empowered women by 2020 in Africa. Doesn’t mean computers on her desk. It means wheelbarrows, door to door selling. Some graduate to having a small truck. Either way, it puts food on the plate for women who didn’t have it before.
  • MR is best profession in world.
  • It is the most critical component before any meaningful decision. Challenge is inspiring people. Be a change agent.
    “Research quality doens’t matter” “We’re in the dark ages”
    Why is best profession in the world more boring, most youthless profession? Part of job is boring and won’t let you rise to challenges. You will never solve quality. Quality is table stakes. They don’t get us to glory.
  • Companies want insights function to cost everything. BORING. Processes don’t get glory for anyone.
  • Starting a ppt with methodology slides is probably not a good idea. We get stuck in fact filled presentations. Not fact full presentations.
  • Truth doesn’t mean facts with tons of numbers on the screen. Lots of data makes you look smart as opposed to communicating truths. You don’t need all the facts for that.Surveys aren’t dead. Ask people, they’ll give you answer. Are they telling you the truth? WHY would they tell you the truth? Surveys always have a role, a crucial role. But survey research measures the past. You don’t reach a destination by looking in the rearview mirror. How do we look ahead? Inspire people to look ahead. That is insight.
  • Insight is something that seems intuitive. BUT, did you know before I told you? Probably not. That’s insight.
    80% of budgets are rearview mirror. How do you change that? Surveys are like crack. You just can’t stop. If you can’t influence brand health in one month than why are you tracking it every month?
  • Why do we need gigantic sample sizes in every teeny country? Do you need tracking in every country, all 90 of them? If they aren’t going to be different, then focus tighter and you save money. Put that money into forward looking research.
  • 124 years ago, if we used current protocals, we would have never launched coke. Dark brown fizzy liquid with alien taste? No way. But someone had a vision and the rest is history. Create the future. Don’t just follow it.
  • Hire people who are not similar to who you already have. Not skin colour. Diversity of thinking. Anthropologists, etc. He did an interview where they talked about a girls involvement in the orchestra. She was best hire. She could tell a great story, great team player in orchestra, knows her role.
  • You don’t want people bobbing their head and agreeing with you. Then somebody is redundant. People need to disagree with reason. Doesn’t happen easily. People worry about getting fired and their promotions. It starts at the top. It’s ok to make your boss feel uncomfortable.
  • You can teach technical skills.
  • Make your rearview research look ahead. understand where people are headed as opposed to asking them.
  • What do you outsource? What do you NOT hire for? He hates process. He outsources process. Never outsource thinking. That will get you in trouble. Don’t think insular. Thinking takes time and you can’t do that if you’re worried about processing.
  • Predicting the future is based on the past, not where you want to go. Paint a picture of the future and find the road there.
  • Fundamental principles of rattling, shaking up the senior management – surprise, be proactive. What fact did you create for the day that made people’s jaw drop? Make people think about something in a new way. “Half a China” is the same as “700 million people per day” – That’s fact versus different concept.
  • Never underestimate the power of n=1.
  • Best research is where you immerse yourself personally. Ask employees. It will change the culture. Get audio and video from people on the floor. Use it. They become involved and they’ll love you for it.
  • Insight is just common sense, self-evident. AFTER it is told.
  • Changed your mind recently? Research is a journey.

 

How to Engage Consumers in Multinational Communities by Austin and Lerman #Eso3D #MRX

This is a live blog posting from the Esomar 3D conference in Miami. Written, summarized, and posted just minutes after the speaker has finished. Any inaccuracies are my own. Any humorous side-notes are mine as well.

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Lessons from the front lines
How to engage BRIC consumers in multinational online communities
Manila Austin & Katrina Lerman, Communispace, USA

  • BRIC consumers are very socially connected even though internet penetration is lower than most western countries (Brazil, India, Russia, China)
  • 300-500 people is viewed as a small community. 🙂 [Hey survey fans, I thought 10 meant small]
  • BRIC are more likely to read than post but everyone posted at least a couple times a week.
  • Youth want to talk with other youth around the world about their shared experiences. A recognizable brand involved makes them feel exclusive and in the know. Keep the tone fun, frequent, and flexible.
  • China and India posts more often, more lurking, more words, more contributions.
  • Lessons
  • Leverage the diversity, it is a draw, not a barrier. Youth from other countries want to know what it’s like to drive on a highway with no speed limit. [Buzzword!: leverage]
  • Know why you’re there: Have a commonality, life-stage, brand passion, professional affiliation.
  • Beware the western lens: ignore your assumptions, keep it simple, don’t get lost in translation, be culturally aware.  [i need to be reminded of this all the time. i forget that other people aren’t addicted to dessert like I am.]
  • Allow consumers to show, not just tell: get unfiltered emotions that get lost in writing, particularly if people aren’t proficient. Use videos, photos from home, work, shopping.
  • Facilitators must play an active role: Must be part of community, interact with members, probe for follow-up, write with care, take the time. You’ll get more out of the community if you put a lot into it.

Monique Morden: Online Communities, MROC #netgain

Image representing Vision Critical as depicted...

Image via CrunchBase

President, Global Partner Program, Vision Critical
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What follows are some my silly musings and key take-aways of the session.
– Community panels or MROCs are not a panacea, they will not replace everything
– Communispace and Vovici mentioned as other providers of MROCs (woo hoo!)
– Community component is the member to member interaction, unlike surveys where it is a one-way researcher to participants direction.
– Tricky aspect – Branded vs Blind, We need to embrace branded approach.
– Need to be authentic, client can’t hide issues, cut to the chase and be honest with members. It’s a philosphical change to research.
– Recruit challenges especially if you don’t have a client list. Have to use websites, social media, point of sale, on-site, any method you can think of.
– Size matters! It can be ten people, it can be a thousand people, you have the flexibility depending on whether you need qual or quant, and which model you are using.
– Remember these are PEOPLE not SAMPLE. This is not a one night stand, it is an ongoing relationship. (yeah, baby!)
– Representative of what? It’s rep of the people you’ve recruited. Recruit carefully. These are not genpop panels.
– Create a destination, make them feel a part of something, connected to the topic, engaging portals to engage with
– Portal challenges – design, everyone is an expert, new content, updating content, multi-lingual.
– Engagement is important – give variety of ways for people to participate, public, private, make it easy to agree or disgree (bingo on the word “leverage” 🙂
– Leverage photos and videos to engage and personalize (bing, bing, bing! on “leverage” 🙂
– Use discussion forums, get 10% to 20% of people participating, have moderator probe responses to build knowledge, don’t let it turn into a teenagers party where you don’t know what the hell is happening
– Analysis challenges – soooooo much information, how do you analyze open ends? (conversition would be happy to do this for you :), quant and qual collide, how do you analyze videos and photos and wordclouds?
– Member retention – consider extrinic and intrinsic methods, most important thing is WELL DESIGNED SURVEYS, not incentives
– You can’t do a 20 minute survey, cut out the fluff, drop the want to know, cut to the chase
– Incentive challenges – points or draws, cash or product, cost and fulfillment. Some panels have no incentives because the topic is self-fullfilling. Insurance had darn well better use incentives. Reward for good postings, special tasks.
– Communicate – You don’t need to send reports but little nuggets are good, let them know who has won incentives. Share insights via newsletters or nuggets in the emails.
– Recruit from your community panel to do focus groups. Moms get to get away from their kids, see new products. (What moms need time for themselves?)
– Global challenges – translation into 30+ languages, context of brand and market in different cultures/regions/politics. Forums are great training grounds for new researchers because you can think before you speak.
– Trends – GenY are mostly on their smart phone so you had better communicate with them in way that is meaningful to them.
– International community doesn’t mean english focus groups around the world. It means being part of the language and culture around the world.

Related Links
#Netgain5 Keynote Roundup: Last Thoughts
Brian Levine: Neuroscience and Marketing Research
Brian Singh: Insights from the Nenshi Campaign
Monique Morden: Online Communities, MROCs
Ray Poynter – Overview of Online Research Trends
Tom Anderson: Web Analytics
Will Goodhand: Social Media Research and Digividuals

Reminiscing the First Annual 2010 New MR Virtual Festival #MRX

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Perhaps it’s a bit presumptuous of me to call it the first annual when there is not yet any certainty that there will be a second annual, but from what I experienced, the second is yet to come. Continue reading →

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