This document discusses how to leverage social media for panel communities. It recommends using social media to enable research through social networks and advocacy networks. This allows capturing opinions and facilitating conversations. Companies can start advocacy networks by identifying influential bloggers and consumers to receive news and samples to gain positive social media coverage. The rise of social media presents opportunities to extend dialogue by going beyond email and considering advocacy networks.

1. INNOVATE:PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE 2 of 5 // PANEL COMMUNITY “HOW TO” SERIES

2. PANEL COMMUNITY “HOW TO” SERIESA 5-PART EDUCATIONAL PROGRAM THE PAYOFFS OF PANEL COMMUNITIES: WHAT YOU NEED TO KNOW GET STARTED: 5 STEPS TO BUILDING A CUSTOM PANEL ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE INNOVATE: PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE OPTIMIZE: AUTOMATE AND INTEGRATE YOUR PANEL FOR GREATEST EFFICIENCIES AND IMPACT 2

3. I. THE PAYOFFS OF PANEL COMMUNITIES Private online communities engage{customers, employees, partners} and capture actionable insights that drive business improvement REACH REVENUE LOYALTY INNOVATION

4. 4 II. GET STARTED: THE 5 STEPS TO BUILDING A CUSTOM PANEL COMMUNITY Panel Site Development Recruitment Plans Registration & Profiling Incentive Plans Panel Lockouts & Hygiene

5. 5 III. ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE “The magic number” Segmentation & profiling Motivating response Multi-method approaches Web 2.0 survey design Card sorting / shelf test Whiteboards Page fip

6. 6 IV. INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE The Rise of Social Media Social Media & The Research Process Step 1 – Social Media Enabled Research Step 2 – Advocacy Networks Summary

7. 7 FROM CONSUMER TO PROSUMER TV Web 1.0 Web2.0 Lean Back: Consuming Passively watch programs and be entertained Lean forward: Interaction Seach for product information, compare prices, make bookings, order goods Jump in: ProsumeActively create your own content: comments, opinions, photos, video Source: www.absolit.de

8. 8 CHANGE IN THE USE OF THE WEB Who has a private blog? Who‘scompanyhas a blog? Who tweets in their spare time? Who tweetsforbusiness? Who has a Deliciousaccount? Who is on Facebook? Who in on LinkedIn? Who poststheirphotos on Flickr? Who…?

9. 9 CHANGE IN MEDIA USE Source: http://www.baekdal.com

10. 10 EXAMPLE: SOCIAL NETWORKS

11. 11 EXAMPLE: MICRO BLOGGING

12. 12 INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE The Rise of Social Media Social Media & The Research Process Step 1 – Social Media Enabled Research Step 2 – Advocacy Networks Summary

13. 13 PRO & CONS OF CLASSIC ONLINE RESEARCH Pros: Controlledconditions Methodical Clear resultsthatyoucananalyze Cons: “Clinical” environment Not muchfun Little opportunityforbignewideas Nodialogue

14. 14 PROS AND CONS OF SOCIAL MEDIA Pros: Clear opinions Crediblesites Directcommunications Accessible Cons: Anonymous participants Abundanceofunstructureddata Lesscontrol

15. 15 CONTROLLED CHAOS

16. 16 EVOLUTION OF THE ONLINE CUSTOMER PANEL Internet openness Close and open customerrelationships Change in usageneeds Participation Web 2.0 Socialmedia Commitment Co-creation Consumer Advocacy

17. 17 PANEL COMMUNITY FACTORS FOR SUCCESS: Find therightparticipants Implementautomaticfeedbackprocesses Encourageandincentivizepanelists Combinequant. & qual. online research Communicateeffectively in thepanel Ensurehigherdataquality + + + + Connect withthem on theirterms and withintheirenvironments

18. 18 TREND & BEST PRACTICE: FUSION COMBINE: ONLINE QUESTIONNAIRES AND DISCUSSION FORUMS Multiple targetgroups Combine qualitative and quantitative data Examinationofsurveycontents Feedback on results Quick Polls withdirectfeedback Delphi studies Co creation

19. Feedback & Interaktion Feedback & Interakti Whiteboards Page fip 19 TREND & BEST PRACTICE: WEB 2.0 Insert your own ure Insert your own picture Card sorting / shelf test Card sorting

20. 20 INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE The Rise of Social Media Social Media & The Research Process Step 1 – Social Media Enabled Research Step 2 – Advocacy Networks Summary

21. 21 TREND & BEST PRACTICE: FUSION

22. 22 AFTER LOGGING IN

23. 23 MANAGE WHICH INFORMATION TO SHARE

24. 24 FIND OTHERS: BY INTERSTS, LOCATION…

25. 25 PUSH OUT TO SOCIAL NETWORKING SITES NOTE: Profile page and newsfeed exposure attracts new members

26. 26 PULL IN OUTSIDE SOCIAL ACTIVITY

27. 27 CHAT IN REAL TIME

28. 28 HAVE MULTIPLE THREADED “DISCUSSIONS”

29. 29 MEMBER-LED BLOAGS, UPLOADED FILES (Rosie Davies)

30. 30 RATE (AND BE RATED BY) OTHER MEMBERS

31. 31 CROSS-PLATFORM ALERTS TO FEEDBACK OPPORTUNITIES

32. 32 INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE The Rise of Social Media Social Media & The Research Process Step 1 – Social Media Enabled Research Step 2 – Advocacy Networks Summary

33. SOCIAL MEDIA’S IMPACT ON ADVOCACY Increasingly fragmented communication environment Consumers control their choices Consumers are inundated with a constant barrage of messaging – which they tune out for sanity’s sake What sticks in an attention economy? Consumers list Word Of Mouth (WOM) and advice from friends and family as the primary influence on their decisions Consumers are better marketers than marketers themselves 33

34. SOCIAL MEDIA’S IMPACT ON ADVOCACY Great opportunity to engage directly with consumers Many are recommending marketers focus more strongly on a new mix: “Word of mouth marketing is changing the brand-building game -- to the point where even long-established brand giants are calling their traditional branding techniques into question.” – Harvard Business’ Discussion Leader “Make your consumer an advocate: Shift marketing objectives from sending a message to facilitating conversations with and between consumers.” – Marketing and Media Ecosystem 2010 (ANA, IAB, AAAA, Booz Allen Hamilton) 34

35. 35 TWO ADVOCACY NETWORKS 2,500+ bloggers (primarily women) have agreed to receive news and information; engage in concept tests, etc. Opportunity to “Join the Conversation” with influential consumers online. It’s about the bloggers – their opinions, their interests and what is relevant to them. More than 170k influential consumers who have agreed to receive new product news, behind the scenes looks at General Mills and special offers. Members interested in new products generally and most in food specifically. Influential consumers tend to talk with others about their new discoveries.

36. 36 MY BLOG SPARK PRESS “Moms get access to products they and their kids will probably like, while General Mills gets some positive social media press. This is social media done right.”

37. 37 MY BLOG SPARK HOMEPAGE

38. 38 MY BLOG SPARK PERSONAL PAGE

39. 39 MY BLOG SPARK EXAMPLE “Hey everyone, I am so excited to be part of this new network called MyBlogSpark. It’s a network where bloggers can get the scoop on new products to sample, prizes to give away …Yeah!”

40. 40 MY BLOG SPARK EXAMPLE Date: September 26, Comments: 445 http://islandlife808.com/giveaways/giveaway-pillsbury-savorings-flaky-pastry-bites// Kailani of Mommy Goggles said the following: “…when I had the opportunity to sample Pillsbury Savorings Flaky Pastry Bites, I jumped at the chance. I mean, who doesn’t love Pillsbury?”

41. EXAMPLE 2: PSST… COMMUNITY

42. INDIVIDUAL WEB PAGE

43. PSSST… Example Progresso Broth

44. 44 INNOVATE – PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE The Rise of Social Media Social Media & The Research Process Step 1 – Social Media Enabled Research Step 2 – Advocacy Networks Summary

45. 45 SUMMARY The riseofsocialmediapresentsnewopportunitiestoleverageexistingplatformsthat will extendyourdialogue Social-Mediaenabled Panel Communities are a good start Begin theprocessof surrender whilecontrollingyourinsights Fusion Research Web 2.0 Surveys Go beyond email Consideran advocacynetwork

46. PANEL COMMUNITY “HOW TO” SERIESNEXT UP IN THE 5-PART EDUCATIONAL PROGRAM THE PAYOFFS OF PANEL COMMUNITIES: WHAT YOU NEED TO KNOW GET STARTED: 5 STEPS TO BUILDING A CUSTOM PANEL ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE INNOVATE: PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE OPTIMIZE: AUTOMATE AND INTEGRATE YOUR PANEL FOR GREATEST EFFICIENCIES AND IMPACT 46

47. Globalpark providespanel, community and surveysoftwarethatenablesorganizations to manage whatmattersacrosstheenterprise. Bycapturingfeedback and trackingbehavior of customers, employees and partners, theygaininsightsthatdrivebetterbusinessdecisions. Byidentifying and empoweringinfluentialadvocates, theybuildreputation and extendreach. Founded in 1999, Globalpark softwareisGerman-engineered and globally-testedbyleadingbrands and topmarketresearchinstitutes, including: Continental, Daimler, General Mills, GfK, IDC, Nintendo, SonyBMG, TNS, Warner Music and Wrigley. Globalpark isstaffedbyrenownedresearchpioneers, withofficesacrossthe US, UK, Germany and Austria. ABOUT US Globalpark AG Kalscheurener Str. 19a 50354 Cologne/Huerth Germany(Headquarters) Tel.: +49 2233 7933 6 info@globalpark.de www.globalpark.de twitter/Globalpark Globalpark Inc. 299 Broadway, 19th Floor New York, NY 10007 United States of America Tel.: +1 888 299 9422 info@globalpark.com www.globalpark.com twitter/Globalpark_News LOCATIONS Globalpark UK Ltd. 5 Archie Street London SE1 3JT Great Britain Tel.: +44 207 403 3900 info@globalpark.co.uk www.globalpark.co.uk GlobalparkOesterreichGmbH Wassergasse 25 1030 Vienna Austria Tel.: +43 1715 0289 11 info@globalpark.at www.globalpark.at

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