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Challenges and Opportunities for International Communities
1. Presenter MC
Ray Poynter Daniel Alexander-Head
Executive Vice President Vice President Marketing
Challenges and opportunities for international communities
27 March 2012
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2. Agenda
What is an international community?
The challenges?
The benefits?
Top tips?
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3. Communities
Short-term
MROC
Long-term
MROC
Community
Panel
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5. International communities
• Airline community in the US
• Membership community in the
Netherlands
• Global B2B IT community
• 16 country media community, with
14 languages
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10. Different Strokes for Different Folks
Major events
– USA Christmas/New Year/Labour Day
– Hong Kong Chinese New Year
– Egypt Ramadan
Working week
– USA: Monday-Friday
– Saudi Arabia: Sunday-Thursday
– Bangladesh: Saturday-Wednesday
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18. One language
Self-serve model
Partner model
Recruit skills
Hybrid
– Eg Surveys and newsletters from
agency, discussions via local client
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19. Multiple languages
Self-serve model
Partners model
Recruit skills
Hybrid
– Eg Surveys and newsletters from
agency, discussions via local client
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22. Dutch Membership Community
1 country, Dutch
Partner
1 overall portal
Self-serve and full-service
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23. Multi-country Media Community
16 countries, local languages
1 portal for each country
Largely self-serve
Scripting and research assistance
A hybrid approach
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24. Multi-country TI B2E Community
Multiple countries
Portals by language
Largely self-serve
Scripting and research assistance
Paper to be presented by Monique Morden and Eddie Accomando at ESOMAR LatAm May 2012
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25. 5 Top Tips
1. Multiple countries do not always generate
economies of scale 2+2, can = 3, or 4, or 5
2. Assess the overlap between what is possible and
what is useful
3. A key question is how central are qualitative
exercises to the project
4. Don’t assume that you understand somebody’s
culture just because they understand English
5. Think hybrid, including self-serve, partners, and
utilising core English AND local languages
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26. Thank You
For more information contact:
1-7 Boundary Row
London, SE1 8HP
United Kingdom
Phone: +44 (0) 20 7633 2900
T: @RayPoynter
L: http://www.linkedin.com/in/raypoynter
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