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GUIDE TO PRIVATE ONLINE
COMMUNITIES
A Publication of
Riedel
Marketing
Group
2014 Riedel Marketing Group 1
Guide To Private Online Communities
A.J. Riedel is Senior Partner and Founder of Riedel
Marketing Group, providing housewares companies
with the market intelligence and consumer insight
they need to make informed decisions.
A.J. has extensive experience with online surveys,
product concept tests, market and competitive
assessments, and home-use tests and has been
managing the HomeTrend Influentials Panel (HIP)
since it’s inception in 2004.
602-840-4948
ajr@4rmg.com
www.4rmg.com
www.twitter.com/AJRat4RMG
http://www.linkedin.com/company/riedel-marketing-group
2014 Riedel Marketing Group 2
By A.J. Riedel
Anyone who is involved in the marketing or development of
housewares products:
• Product managers
• Product Developers and Designers
• Marketing Managers and Directors
• Vice Presidents of Marketing and Product Development
• CMO’s
• Entrepreneurs
• Inventors
Anyone who wants to gain a better understanding of what
consumers are thinking, doing, and buying.
2014 Riedel Marketing Group 3
Who Should Read This Guide
If your company is consumer-centric (or wants to transition
from product-centric to consumer-centric), a private online
community must be part of your marketing, social media, and
product development strategy.
2014 Riedel Marketing Group 4
Why You Should Read This Guide
If your company is consumer-centric (or wants to transition
from product-centric to consumer-centric), a private online
community must be part of your marketing, social media, and
product development strategy.
This guide will introduce you to Private Online Communities:
what they are, what they can be used for, the benefits of
establishing and using a POC, the advantages of POC’s over
traditional ad hoc market research, and what you need to
know about the nuts and bolts of building and managing a
POC.
2014 Riedel Marketing Group 5
Why You Should Read This Guide
Why Are Private Online Communities So Important? 7
What Are Private Online Communities? 11
What Are Private Online Communities Used For? 19
What Are the Benefits of Private Online Communities? 26
Why Use Private Online Communities Instead Of Doing Ad Hoc Market
Research Studies? 37
Why Are Private Online Communities Such A Powerful Tool? 42
How To Get The Most Out Of Your Private Online Community 56
Summary 69
How to Get Started 76
2014 Riedel Marketing Group 6
Table of Contents
WHY ARE PRIVATE ONLINE
COMMUNITIES SO IMPORTANT?
2014 Riedel Marketing Group 7
The dramatic growth in use of
technology and social media by
consumers has led to a
corresponding increase in the use
of Private Online Communities
(POC’s) and their acceptance as a
valid research tool.
Why Are Private Online Communities So
Important?
2014 Riedel Marketing Group 8
The dramatic growth in use of
technology and social media by
consumers has led to a
corresponding increase in the use
of Private Online Communities
(POC’s) and their acceptance as a
valid research tool. These Communities create
the potential for genuine
dialogue and relationship
building with the people who
buy and use your products.
Why Are Private Online Communities So
Important?
2014 Riedel Marketing Group 9
The dramatic growth in use of
technology and social media by
consumers has led to a
corresponding increase in the use
of Private Online Communities
(POC’s) and their acceptance as a
valid research tool. These Communities create
the potential for genuine
dialogue and relationship
building with the people who
buy and use your products.
Why Are Private Online Communities So
Important?
Companies who own and use
Private Online Communities
develop better products and
have marketing programs and
packaging that are more
effective.
2014 Riedel Marketing Group 10
WHAT ARE PRIVATE ONLINE
COMMUNITIES?
2014 Riedel Marketing Group 11
Pre-recruited groups of people who
participate in market research
projects and other online activities on
an on-going basis.
What Are Private Online Communities?
2014 Riedel Marketing Group 12
Pre-recruited groups of people who
participate in market research
projects and other online activities on
an on-going basis.
What Are Private Online Communities?
Built & managed for
use by a single
company.
2014 Riedel Marketing Group 13
Pre-recruited groups of people who
participate in market research
projects and other online activities on
an on-going basis.
50 to 500
members.
What Are Private Online Communities?
Built & managed for
use by a single
company.
2014 Riedel Marketing Group 14
Pre-recruited groups of people who
participate in market research
projects and other online activities on
an on-going basis. Interactive; Two-way
communication
between panel
members and
company.50 to 500
members.
What Are Private Online Communities?
Built & managed for
use by a single
company.
2014 Riedel Marketing Group 15
Pre-recruited groups of people who
participate in market research
projects and other online activities on
an on-going basis. Interactive; Two-way
communication
between panel
members and
company.50 to 500
members.
What Are Private Online Communities?
Built & managed for
use by a single
company.
Highly engaged
community
members.
2014 Riedel Marketing Group 16
Pre-recruited groups of people who
participate in market research
projects and other online activities on
an on-going basis. Interactive; Two-way
communication
between panel
members and
company.50 to 500
members.
What Are Private Online Communities?
Built & managed for
use by a single
company.
Highly engaged
community
members.
Not just for market
research; community
members participate a
variety of activities.
2014 Riedel Marketing Group 17
Chats groups,
bulletin board
discussions &
forums
Product
reviews
eDiariesProduct
testing
Mini
Polls
What Types Of Activities Do Members
Participate In?
Online surveys
Contests
2014 Riedel Marketing Group 18
WHAT CAN PRIVATE ONLINE
COMMUNITIES BE USED FOR?
2014 Riedel Marketing Group 19
What Can Private Online Communities Be
Used For?
UNDERSTAND YOUR CONSUMER
 Learn about consumer habits and
practices
 Discover unmet needs and unsolved
problems
 Find out how consumers shop and
make purchase decisions
 Track customer satisfaction
2014 Riedel Marketing Group 20
UNDERSTAND YOUR CONSUMER
 Learn about consumer habits and
practices
 Discover unmet needs and unsolved
problems
 Find out how consumers shop and
make purchase decisions
 Track customer satisfaction
OPTIMIZE ADVERTISING & PROMOTION
 Test taglines
 Get feedback on packaging & advertising
copy
 Develop marketing plans
 Get ideas for social media campaigns
 Measure advertising impact
 Test alternative ad and promo campaigns
 Track brand awareness and perceptions
 Get testimonials for ad campaigns
What Can Private Online Communities Be
Used For?
2014 Riedel Marketing Group 21
NEW PRODUCT DEVELOPMENT
 Brainstorm new product ideas
 inspire new features and products
 Get feedback on new product ideas
 Find out how to improve existing
products
 Get feedback throughout the
development process
 Test new product concepts, prototypes,
and finished products
 Determine volume potential
UNDERSTAND YOUR CONSUMER
 Learn about consumer habits and
practices
 Discover unmet needs and unsolved
problems
 Find out how consumers shop and
make purchase decisions
 Track customer satisfaction
OPTIMIZE ADVERTISING & PROMOTION
 Test taglines
 Get feedback on packaging & advertising
copy
 Develop marketing plans
 Get ideas for social media campaigns
 Measure advertising impact
 Test alternative ad and promo campaigns
 Track brand awareness and perceptions
 Get testimonials for ad campaigns
What Can Private Online Communities Be
Used For?
2014 Riedel Marketing Group 22
UNDERSTAND YOUR CONSUMER
 Learn about consumer habits and
practices
 Discover unmet needs and unsolved
problems
 Find out how consumers shop and
make purchase decisions
 Track customer satisfaction
OPTIMIZE ADVERTISING & PROMOTION
 Test taglines
 Get feedback on packaging & advertising
copy
 Develop marketing plans
 Get ideas for social media campaigns
 Measure advertising impact
 Test alternative ad and promo campaigns
 Track brand awareness and perceptions
 Get testimonials for ad campaigns
OPTIMIZE PACKAGING
 Identify most compelling consumer
benefit
 Test taglines
 Get feedback on copy and graphics
 Determine best package design
NEW PRODUCT DEVELOPMENT
 Brainstorm new product ideas
 inspire new features and products
 Get feedback on new product ideas
 Find out how to improve existing
products
 Get feedback throughout the
development process
 Test new product concepts, prototypes,
and finished products
 Determine volume potential
What Can Private Online Communities Be
Used For?
2014 Riedel Marketing Group 23
Quantitative surveys
If you need to survey a representative
sample of all adults, then the private
panel is of limited value since it most
likely contains only your customers or
those interested in your brand.
What Can’t Private Online Communities Be Used
For?
2014 Riedel Marketing Group 24
Quantitative surveys
If you need to survey a representative
sample of all adults, then the private
panel is of limited value since it most
likely contains only your customers or
those interested in your brand.
Many studies, however, can be
conducted with the community;
it’s not a perfect sample, but
often it is good enough to
provide you with the insight you
need to make informed decisions.
What Can’t Private Online Communities Be Used
For?
2014 Riedel Marketing Group 25
WHAT ARE THE BENEFITS OF
PRIVATE ONLINE COMMUNITIES?
2014 Riedel Marketing Group 26
You get closer
to your
consumers…
You’ll Develop Better Products
2014 Riedel Marketing Group 27
You get closer
to your
consumers…
Which gives you a
better understanding
of their unmet needs,
unsolved problems,
and biggest
frustrations…
You’ll Develop Better Products
2014 Riedel Marketing Group 28
You get closer
to your
consumers…
Which gives you a
better understanding
of their unmet needs,
unsolved problems,
and biggest
frustrations…
You’ll Develop Better Products
Which leads you to
develop new products that
meet the needs of the
people who will be buying
and using the products…
2014 Riedel Marketing Group 29
You get closer
to your
consumers…
Which gives you a
better understanding
of their unmet needs,
unsolved problems,
and biggest
frustrations…
Which leads to new
product success!
You’ll Develop Better Products
Which leads you to
develop new products that
meet the needs of the
people who will be buying
and using the products…
2014 Riedel Marketing Group 30
You get collaborate with
people who will be
buying the product.
You’ll Develop More Effective Marketing
Programs And Packaging
2014 Riedel Marketing Group 31
You’ll get to collaborate
with people who will be
buying the product.
Which leads to
marketing programs and
packaging that resonate
with consumers and get
them to buy the product
You’ll Develop More Effective Marketing
Programs And Packaging
2014 Riedel Marketing Group 32
Ask
Learn
Probe
deeper
You’ll Make Better Decisions
Come to the
right decision
Ask more
Learn more
2014 Riedel Marketing Group 33
You’ll Make Money and Save Money
When you engage deeply
with your consumers and
delve intensely into what
they are doing, thinking, and
feeling…
2014 Riedel Marketing Group 34
You’ll Make Money and Save Money
When you engage deeply
with your consumers and
delve intensely into what
they are doing, thinking, and
feeling…
…You make sounder,
more strategic
business decisions…
2014 Riedel Marketing Group 35
You’ll Make Money and Save Money
When you engage deeply
with your consumers and
delve intensely into what
they are doing, thinking, and
feeling…
…You make sounder,
more strategic
business decisions……Decisions that
make money and
save money.
2014 Riedel Marketing Group 36
WHY USE PRIVATE ONLINE
COMMUNITIES INSTEAD OF DOING AD
HOC MARKET RESEARCH STUDIES?
2014 Riedel Marketing Group 37
Cheaper Than Ad Hoc Research
You only pay for sample once
when you recruit the community
members for the first time and
then you can use them as many
times as you want for as long as
they remain members.
2014 Riedel Marketing Group 38
Cheaper Than Ad Hoc Research
You only pay for sample once
when you recruit the community
members for the first time and
then you can use them as many
times as you want for as long as
they remain members. You’ll save 25–35%
versus the price of
traditional online
surveys.
2014 Riedel Marketing Group 39
Faster Than Ad Hoc Research
Traditional ad hoc research
typically takes 4 to 8 weeks
to go from inception to
results.
2014 Riedel Marketing Group 40
Faster Than Ad Hoc Research
Traditional ad hoc research
typically takes 4 to 8 weeks
to go from inception to
results.
With an online
consumer community,
you can get results
within days.
2014 Riedel Marketing Group 41
WHY ARE PRIVATE ONLINE
COMMUNITIES SUCH A POWERFUL
TOOL?
2014 Riedel Marketing Group 42
People join online
communities because they
like to feel involved in
shaping companies and
products for the future and
make a difference.
Thoughtful and Honest Feedback
2014 Riedel Marketing Group 43
People join online
communities because they
like to feel involved in
shaping companies and
products for the future and
make a difference.
They feel privileged
to be on the panel
and are willing and
anxious to
participate.
Thoughtful and Honest Feedback
2014 Riedel Marketing Group 44
People join online
communities because they
like to feel involved in
shaping companies and
products for the future and
make a difference.
They feel privileged
to be on the panel
and are willing and
anxious to
participate.Because it’s their
chance to make their
mark, respondents
offer thoughtful and
honest feedback.
Thoughtful and Honest Feedback
2014 Riedel Marketing Group 45
You can use a variety of
techniques that enable
you to get closer to your
consumers and
understand them better.
Rich Deep Insight
2014 Riedel Marketing Group 46
You can use a variety of
techniques that enable
you to get closer to your
consumers and
understand them better.
Rich Deep Insight
You can ask questions in
new and engaging ways
which provide you with
more meaningful
findings.
2014 Riedel Marketing Group 47
You can use a variety of
techniques that enable
you to get closer to your
consumers and
understand them better.
Rich Deep Insight
You can ask questions in
new and engaging ways
which provide you with
more meaningful
findings.You can identify
problems that
traditional research
might not uncover.
2014 Riedel Marketing Group 48
Enables Iterative Testing
Unlike traditional ad hoc
consumer studies that are
conducted with a sample
purchased from an online
consumer panel supplier…
2014 Riedel Marketing Group 49
Enables Iterative Testing
Unlike traditional ad hoc
consumer studies that are
conducted with a sample
purchased from an online
consumer panel supplier…
…you can conduct
iterative research studies
with the same
participants.
2014 Riedel Marketing Group 50
A “pre-quant” online
discussion board or chat
can generate very
helpful directions for
designing your
qualitative survey.
Drives More Thorough Quantitative Research
Studies
2014 Riedel Marketing Group 51
A “pre-quant” online
discussion board or chat
can generate very
helpful directions for
designing your
qualitative survey.
You can test the
questionnaire before
fielding the
quantitative survey.
Drives More Thorough Quantitative Research
Studies
2014 Riedel Marketing Group 52
A “pre-quant” online
discussion board or chat
can generate very
helpful directions for
designing your
qualitative survey.
You can test the
questionnaire before
fielding the
quantitative survey.
Drives More Thorough Quantitative Research
Studies
You can conduct a
post-quant survey to
uncover the why
behind the numbers.
2014 Riedel Marketing Group 53
Builds Brand Advocacy
“Communities create potential for
genuine dialogue and relationship
building…if run correctly, these
communities will develop into a
powerful resource that also builds
brand advocacy.”
Michalis Michael, DigitalMR CEO
2014 Riedel Marketing Group 54
Builds Brand Advocacy
“Communities create potential for
genuine dialogue and relationship
building…if run correctly, these
communities will develop into a
powerful resource that also builds
brand advocacy.”
Michalis Michael, DigitalMR CEO
“Consumers have appreciation for the
brands that want their opinion.”
Leah Spokojny, Online Research Strategist at
GutCheck
2014 Riedel Marketing Group 55
HOW TO GET THE MOST OUT OF
YOUR PRIVATE ONLINE COMMUNITY
2014 Riedel Marketing Group 56
The key to having a vibrant
community that yields
meaningful insights is keeping
members engaged.
Keep Community Members Engaged
2014 Riedel Marketing Group 57
The key to having a vibrant
community that yields
meaningful insights is keeping
members engaged.
Keeping them
engaged saves you
time and money, so
it deserves a
structured approach.
Keep Community Members Engaged
2014 Riedel Marketing Group 58
The key to having a vibrant
community that yields
meaningful insights is keeping
members engaged.
Keeping them
engaged saves you
time and money, so
it deserves a
structured approach.
Keeping members
engaged begins with
a defined plan for
touchpoints each
month.
Keep Community Members Engaged
2014 Riedel Marketing Group 59
You will typically get better
participation and better
information if participants
are fairly compensated…
Compensate Participants Fairly
2014 Riedel Marketing Group 60
You will typically get better
participation and better
information if participants
are fairly compensated…
…But it doesn’t
have to be cash.
Compensate Participants Fairly
2014 Riedel Marketing Group 61
You will typically get better
participation and better
information if participants
are fairly compensated…
…But it doesn’t
have to be cash.
It can be products,
contests,
sweepstakes, gift
cards, etc.
Compensate Participants Fairly
2014 Riedel Marketing Group 62
Tell Community Members What to Expect
At the outset, members need to
know what they’ve signed up for –
how often you’ll engage with them,
what topics you’ll discuss and so on.
2014 Riedel Marketing Group 63
Encourage Active Participation
Encourage members to post
comments to discussion boards,
engage with other members while on-
site, chat with moderators directly, use
Webcams, upload photos and videos
and more.
2014 Riedel Marketing Group 64
Make It Easy to Launch an Activity
Simplify the approval process so that
a group or brand team can launch a
survey or other activity with
minimum paperwork.
2014 Riedel Marketing Group 65
Standardize
Standardize often-repeated types of
studies so that the organization learns
over time what the answers mean.
2014 Riedel Marketing Group 66
Create a Database
Create a database of normative
data for the standardized studies
so that results have greater
value and meaning.
2014 Riedel Marketing Group 67
Charge The Private Panel’s Cost To A Central
Marketing Budget
Individual brands or groups should not
be charged for using the community. If
the studies are “free,” brands are eager
to do as many studies as possible (and
thereby make better decisions).
2014 Riedel Marketing Group 68
2014 Riedel Marketing Group 69
SUMMARY
Summary
Private Online Communities are extremely valuable tools for
marketers and product developers.
2014 Riedel Marketing Group 70
Summary
Private Online Communities are extremely valuable tools for
marketers and product developers.
POC’s are typically cheaper and faster than conducting ad hoc
research studies.
2014 Riedel Marketing Group 71
Summary
Private Online Communities are extremely valuable tools for
marketers and product developers.
POC’s are typically cheaper and faster than conducting ad hoc
research studies.
A POC can be a long-term resource for valuable actionable
consumer insight that will help your company develop better
products and more effective marketing programs and
packaging, make better decisions, make money, and save
money.
2014 Riedel Marketing Group 72
Summary
Private Online Communities are extremely valuable tools for
marketers and product developers.
POC’s are typically cheaper and faster than conducting ad hoc
research studies.
A POC can be a long-term resource for valuable actionable
consumer insight that will help your company develop better
products and more effective marketing programs and
packaging, make better decisions, make money, and save
money.
If your company is consumer-centric (or wants to transition
from product-centric to consumer-centric), a private online
community must be part of your marketing, social media, and
product development strategy.
2014 Riedel Marketing Group 73
Summary
POC’s can be used to:
Gain a deeper more thorough understanding of your
consumer
Optimize advertising and promotional programs to maximize
their effectiveness
Develop new products that have a higher likelihood of
marketplace success
Optimize package copy and graphics so that they grab
shoppers’ attention and make them want to buy the product.
2014 Riedel Marketing Group 74
Summary
Private Online Communities are a powerful consumer insight
tool because:
You get thoughtful and honest feedback
You’ll gain rich deep insight
You are able to do iterative testing
You will be able to do more thorough quantitative research
studies
You build brand advocacy.
2014 Riedel Marketing Group 75
2014 Riedel Marketing Group 76
HOW TO GET STARTED
How to Get Started
Before you move forward with building a Private Online
Community, you need to answer two important questions.
2014 Riedel Marketing Group 77
Is it mainly for the creation and enhancements
of your products or communications? Or is it
for more traditional marketing needs such as
customer segmentation, pricing research, and
purchase habits, usage and attitudes?
What Do You Want To Use The Community For?
2014 Riedel Marketing Group 78
Is it mainly for the creation and enhancements
of your products or communications? Or is it
for more traditional marketing needs such as
customer segmentation, pricing research, and
purchase habits, usage and attitudes?
What are the
specific
objectives?
What Do You Want To Use The Community For?
2014 Riedel Marketing Group 79
Is it mainly for the creation and enhancements
of your products or communications? Or is it
for more traditional marketing needs such as
customer segmentation, pricing research, and
purchase habits, usage and attitudes?
What is the scope in
terms of duration,
geography, size, profile
of participants?
What are the
specific
objectives?
What Do You Want To Use The Community For?
2014 Riedel Marketing Group 80
If you plan to do less than
100 projects a year, you
should probably
outsource to a research
company with expertise in
private panel
development and
management.
Should You Build And Manage Your POC
Internally Or Outsource?
2014 Riedel Marketing Group 81
If you plan to do less than
100 projects a year, you
should probably
outsource to a research
company with expertise in
private panel
development and
management.
If you plan to do more
than 100 projects a year,
then building a
professional internal staff
might make sense.
Should You Build And Manage Your POC
Internally Or Outsource?
2014 Riedel Marketing Group 82
Sure you can do it
yourself, but do you
really have the time
or the right people?
Considerations if You Decide to Do It Yourself
2014 Riedel Marketing Group 83
Sure you can do it
yourself, but do you
really have the time
or the right people?
You will need to hire people
who really understand the nuts
and bolts of panel management,
sampling, questionnaire design,
coding, tabulation, quality
assurance, data security, and
email deliverability.
Considerations if You Decide to Do It Yourself
2014 Riedel Marketing Group 84
Sure you can do it
yourself, but do you
really have the time
or the right people?
You will need to hire people
who really understand the nuts
and bolts of panel management,
sampling, questionnaire design,
coding, tabulation, quality
assurance, data security, and
email deliverability.
You will need to invest
in panel management
and survey software.
Considerations if You Decide to Do It Yourself
2014 Riedel Marketing Group 85
Sure you can do it
yourself, but do you
really have the time
or the right people?
You will need to hire people
who really understand the nuts
and bolts of panel management,
sampling, questionnaire design,
coding, tabulation, quality
assurance, data security, and
email deliverability.
You will need to invest
in panel management
and survey software.
Considerations if You Decide to Do It Yourself
You will need to assign one
person to be responsible for
scheduling, expediting, and
coordinating with internal
groups or brand teams to keep
research projects moving ahead.
2014 Riedel Marketing Group 86
Purchasing a turnkey
private panel service frees
you up to be the research
consultant within your
organization, rather than
the research mechanic.
Benefits of Outsourcing
2014 Riedel Marketing Group 87
Purchasing a turnkey
private panel service frees
you up to be the research
consultant within your
organization, rather than
the research mechanic. You can operate with
minimal staff, since most
of the work is performed
by your private-panel
partner.
Benefits of Outsourcing
2014 Riedel Marketing Group 88
Let Riedel
Marketing Group
build and maintain
your private online
community.
If You Decide to Outsource…
2014 Riedel Marketing Group 89
Let Riedel
Marketing Group
build and maintain
your private online
community.
We’ll take care of the nuts
and bolts of panel
management, member
recruitment and retention,
sampling, questionnaire
design, tabulation, and
analysis.
If You Decide to Outsource…
2014 Riedel Marketing Group 90
Let Riedel
Marketing Group
build and maintain
your private online
community.
We’ll take care of the nuts
and bolts of panel
management, member
recruitment and retention,
sampling, questionnaire
design, tabulation, and
analysis.
We’ll work closely and
collaboratively with you
to make sure the
community yields the
information and insight
you need.
If You Decide to Outsource…
2014 Riedel Marketing Group 91
Let Riedel
Marketing Group
build and maintain
your private online
community.
We’ll take care of the nuts
and bolts of panel
management, member
recruitment and retention,
sampling, questionnaire
design, tabulation, and
analysis.
We’ll work closely and
collaboratively with you
to make sure the
community yields the
information and insight
you need.
If You Decide to Outsource…
We have more than
ten years of panel
management
experience.
2014 Riedel Marketing Group 92
Let Riedel
Marketing Group
build and maintain
your private online
community.
We’ll take care of the nuts
and bolts of panel
management, member
recruitment and retention,
sampling, questionnaire
design, tabulation, and
analysis.
We’ll work closely and
collaboratively with you
to make sure the
community yields the
information and insight
you need.
If You Decide to Outsource…
We have more than
ten years of panel
management
experience.
2014 Riedel Marketing Group 93
Call or e-mail to get started
today!
602-840-4948
ajr@4rmg.com

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Guide to Private Online Communities

  • 1. GUIDE TO PRIVATE ONLINE COMMUNITIES A Publication of Riedel Marketing Group 2014 Riedel Marketing Group 1
  • 2. Guide To Private Online Communities A.J. Riedel is Senior Partner and Founder of Riedel Marketing Group, providing housewares companies with the market intelligence and consumer insight they need to make informed decisions. A.J. has extensive experience with online surveys, product concept tests, market and competitive assessments, and home-use tests and has been managing the HomeTrend Influentials Panel (HIP) since it’s inception in 2004. 602-840-4948 ajr@4rmg.com www.4rmg.com www.twitter.com/AJRat4RMG http://www.linkedin.com/company/riedel-marketing-group 2014 Riedel Marketing Group 2 By A.J. Riedel
  • 3. Anyone who is involved in the marketing or development of housewares products: • Product managers • Product Developers and Designers • Marketing Managers and Directors • Vice Presidents of Marketing and Product Development • CMO’s • Entrepreneurs • Inventors Anyone who wants to gain a better understanding of what consumers are thinking, doing, and buying. 2014 Riedel Marketing Group 3 Who Should Read This Guide
  • 4. If your company is consumer-centric (or wants to transition from product-centric to consumer-centric), a private online community must be part of your marketing, social media, and product development strategy. 2014 Riedel Marketing Group 4 Why You Should Read This Guide
  • 5. If your company is consumer-centric (or wants to transition from product-centric to consumer-centric), a private online community must be part of your marketing, social media, and product development strategy. This guide will introduce you to Private Online Communities: what they are, what they can be used for, the benefits of establishing and using a POC, the advantages of POC’s over traditional ad hoc market research, and what you need to know about the nuts and bolts of building and managing a POC. 2014 Riedel Marketing Group 5 Why You Should Read This Guide
  • 6. Why Are Private Online Communities So Important? 7 What Are Private Online Communities? 11 What Are Private Online Communities Used For? 19 What Are the Benefits of Private Online Communities? 26 Why Use Private Online Communities Instead Of Doing Ad Hoc Market Research Studies? 37 Why Are Private Online Communities Such A Powerful Tool? 42 How To Get The Most Out Of Your Private Online Community 56 Summary 69 How to Get Started 76 2014 Riedel Marketing Group 6 Table of Contents
  • 7. WHY ARE PRIVATE ONLINE COMMUNITIES SO IMPORTANT? 2014 Riedel Marketing Group 7
  • 8. The dramatic growth in use of technology and social media by consumers has led to a corresponding increase in the use of Private Online Communities (POC’s) and their acceptance as a valid research tool. Why Are Private Online Communities So Important? 2014 Riedel Marketing Group 8
  • 9. The dramatic growth in use of technology and social media by consumers has led to a corresponding increase in the use of Private Online Communities (POC’s) and their acceptance as a valid research tool. These Communities create the potential for genuine dialogue and relationship building with the people who buy and use your products. Why Are Private Online Communities So Important? 2014 Riedel Marketing Group 9
  • 10. The dramatic growth in use of technology and social media by consumers has led to a corresponding increase in the use of Private Online Communities (POC’s) and their acceptance as a valid research tool. These Communities create the potential for genuine dialogue and relationship building with the people who buy and use your products. Why Are Private Online Communities So Important? Companies who own and use Private Online Communities develop better products and have marketing programs and packaging that are more effective. 2014 Riedel Marketing Group 10
  • 11. WHAT ARE PRIVATE ONLINE COMMUNITIES? 2014 Riedel Marketing Group 11
  • 12. Pre-recruited groups of people who participate in market research projects and other online activities on an on-going basis. What Are Private Online Communities? 2014 Riedel Marketing Group 12
  • 13. Pre-recruited groups of people who participate in market research projects and other online activities on an on-going basis. What Are Private Online Communities? Built & managed for use by a single company. 2014 Riedel Marketing Group 13
  • 14. Pre-recruited groups of people who participate in market research projects and other online activities on an on-going basis. 50 to 500 members. What Are Private Online Communities? Built & managed for use by a single company. 2014 Riedel Marketing Group 14
  • 15. Pre-recruited groups of people who participate in market research projects and other online activities on an on-going basis. Interactive; Two-way communication between panel members and company.50 to 500 members. What Are Private Online Communities? Built & managed for use by a single company. 2014 Riedel Marketing Group 15
  • 16. Pre-recruited groups of people who participate in market research projects and other online activities on an on-going basis. Interactive; Two-way communication between panel members and company.50 to 500 members. What Are Private Online Communities? Built & managed for use by a single company. Highly engaged community members. 2014 Riedel Marketing Group 16
  • 17. Pre-recruited groups of people who participate in market research projects and other online activities on an on-going basis. Interactive; Two-way communication between panel members and company.50 to 500 members. What Are Private Online Communities? Built & managed for use by a single company. Highly engaged community members. Not just for market research; community members participate a variety of activities. 2014 Riedel Marketing Group 17
  • 18. Chats groups, bulletin board discussions & forums Product reviews eDiariesProduct testing Mini Polls What Types Of Activities Do Members Participate In? Online surveys Contests 2014 Riedel Marketing Group 18
  • 19. WHAT CAN PRIVATE ONLINE COMMUNITIES BE USED FOR? 2014 Riedel Marketing Group 19
  • 20. What Can Private Online Communities Be Used For? UNDERSTAND YOUR CONSUMER  Learn about consumer habits and practices  Discover unmet needs and unsolved problems  Find out how consumers shop and make purchase decisions  Track customer satisfaction 2014 Riedel Marketing Group 20
  • 21. UNDERSTAND YOUR CONSUMER  Learn about consumer habits and practices  Discover unmet needs and unsolved problems  Find out how consumers shop and make purchase decisions  Track customer satisfaction OPTIMIZE ADVERTISING & PROMOTION  Test taglines  Get feedback on packaging & advertising copy  Develop marketing plans  Get ideas for social media campaigns  Measure advertising impact  Test alternative ad and promo campaigns  Track brand awareness and perceptions  Get testimonials for ad campaigns What Can Private Online Communities Be Used For? 2014 Riedel Marketing Group 21
  • 22. NEW PRODUCT DEVELOPMENT  Brainstorm new product ideas  inspire new features and products  Get feedback on new product ideas  Find out how to improve existing products  Get feedback throughout the development process  Test new product concepts, prototypes, and finished products  Determine volume potential UNDERSTAND YOUR CONSUMER  Learn about consumer habits and practices  Discover unmet needs and unsolved problems  Find out how consumers shop and make purchase decisions  Track customer satisfaction OPTIMIZE ADVERTISING & PROMOTION  Test taglines  Get feedback on packaging & advertising copy  Develop marketing plans  Get ideas for social media campaigns  Measure advertising impact  Test alternative ad and promo campaigns  Track brand awareness and perceptions  Get testimonials for ad campaigns What Can Private Online Communities Be Used For? 2014 Riedel Marketing Group 22
  • 23. UNDERSTAND YOUR CONSUMER  Learn about consumer habits and practices  Discover unmet needs and unsolved problems  Find out how consumers shop and make purchase decisions  Track customer satisfaction OPTIMIZE ADVERTISING & PROMOTION  Test taglines  Get feedback on packaging & advertising copy  Develop marketing plans  Get ideas for social media campaigns  Measure advertising impact  Test alternative ad and promo campaigns  Track brand awareness and perceptions  Get testimonials for ad campaigns OPTIMIZE PACKAGING  Identify most compelling consumer benefit  Test taglines  Get feedback on copy and graphics  Determine best package design NEW PRODUCT DEVELOPMENT  Brainstorm new product ideas  inspire new features and products  Get feedback on new product ideas  Find out how to improve existing products  Get feedback throughout the development process  Test new product concepts, prototypes, and finished products  Determine volume potential What Can Private Online Communities Be Used For? 2014 Riedel Marketing Group 23
  • 24. Quantitative surveys If you need to survey a representative sample of all adults, then the private panel is of limited value since it most likely contains only your customers or those interested in your brand. What Can’t Private Online Communities Be Used For? 2014 Riedel Marketing Group 24
  • 25. Quantitative surveys If you need to survey a representative sample of all adults, then the private panel is of limited value since it most likely contains only your customers or those interested in your brand. Many studies, however, can be conducted with the community; it’s not a perfect sample, but often it is good enough to provide you with the insight you need to make informed decisions. What Can’t Private Online Communities Be Used For? 2014 Riedel Marketing Group 25
  • 26. WHAT ARE THE BENEFITS OF PRIVATE ONLINE COMMUNITIES? 2014 Riedel Marketing Group 26
  • 27. You get closer to your consumers… You’ll Develop Better Products 2014 Riedel Marketing Group 27
  • 28. You get closer to your consumers… Which gives you a better understanding of their unmet needs, unsolved problems, and biggest frustrations… You’ll Develop Better Products 2014 Riedel Marketing Group 28
  • 29. You get closer to your consumers… Which gives you a better understanding of their unmet needs, unsolved problems, and biggest frustrations… You’ll Develop Better Products Which leads you to develop new products that meet the needs of the people who will be buying and using the products… 2014 Riedel Marketing Group 29
  • 30. You get closer to your consumers… Which gives you a better understanding of their unmet needs, unsolved problems, and biggest frustrations… Which leads to new product success! You’ll Develop Better Products Which leads you to develop new products that meet the needs of the people who will be buying and using the products… 2014 Riedel Marketing Group 30
  • 31. You get collaborate with people who will be buying the product. You’ll Develop More Effective Marketing Programs And Packaging 2014 Riedel Marketing Group 31
  • 32. You’ll get to collaborate with people who will be buying the product. Which leads to marketing programs and packaging that resonate with consumers and get them to buy the product You’ll Develop More Effective Marketing Programs And Packaging 2014 Riedel Marketing Group 32
  • 33. Ask Learn Probe deeper You’ll Make Better Decisions Come to the right decision Ask more Learn more 2014 Riedel Marketing Group 33
  • 34. You’ll Make Money and Save Money When you engage deeply with your consumers and delve intensely into what they are doing, thinking, and feeling… 2014 Riedel Marketing Group 34
  • 35. You’ll Make Money and Save Money When you engage deeply with your consumers and delve intensely into what they are doing, thinking, and feeling… …You make sounder, more strategic business decisions… 2014 Riedel Marketing Group 35
  • 36. You’ll Make Money and Save Money When you engage deeply with your consumers and delve intensely into what they are doing, thinking, and feeling… …You make sounder, more strategic business decisions……Decisions that make money and save money. 2014 Riedel Marketing Group 36
  • 37. WHY USE PRIVATE ONLINE COMMUNITIES INSTEAD OF DOING AD HOC MARKET RESEARCH STUDIES? 2014 Riedel Marketing Group 37
  • 38. Cheaper Than Ad Hoc Research You only pay for sample once when you recruit the community members for the first time and then you can use them as many times as you want for as long as they remain members. 2014 Riedel Marketing Group 38
  • 39. Cheaper Than Ad Hoc Research You only pay for sample once when you recruit the community members for the first time and then you can use them as many times as you want for as long as they remain members. You’ll save 25–35% versus the price of traditional online surveys. 2014 Riedel Marketing Group 39
  • 40. Faster Than Ad Hoc Research Traditional ad hoc research typically takes 4 to 8 weeks to go from inception to results. 2014 Riedel Marketing Group 40
  • 41. Faster Than Ad Hoc Research Traditional ad hoc research typically takes 4 to 8 weeks to go from inception to results. With an online consumer community, you can get results within days. 2014 Riedel Marketing Group 41
  • 42. WHY ARE PRIVATE ONLINE COMMUNITIES SUCH A POWERFUL TOOL? 2014 Riedel Marketing Group 42
  • 43. People join online communities because they like to feel involved in shaping companies and products for the future and make a difference. Thoughtful and Honest Feedback 2014 Riedel Marketing Group 43
  • 44. People join online communities because they like to feel involved in shaping companies and products for the future and make a difference. They feel privileged to be on the panel and are willing and anxious to participate. Thoughtful and Honest Feedback 2014 Riedel Marketing Group 44
  • 45. People join online communities because they like to feel involved in shaping companies and products for the future and make a difference. They feel privileged to be on the panel and are willing and anxious to participate.Because it’s their chance to make their mark, respondents offer thoughtful and honest feedback. Thoughtful and Honest Feedback 2014 Riedel Marketing Group 45
  • 46. You can use a variety of techniques that enable you to get closer to your consumers and understand them better. Rich Deep Insight 2014 Riedel Marketing Group 46
  • 47. You can use a variety of techniques that enable you to get closer to your consumers and understand them better. Rich Deep Insight You can ask questions in new and engaging ways which provide you with more meaningful findings. 2014 Riedel Marketing Group 47
  • 48. You can use a variety of techniques that enable you to get closer to your consumers and understand them better. Rich Deep Insight You can ask questions in new and engaging ways which provide you with more meaningful findings.You can identify problems that traditional research might not uncover. 2014 Riedel Marketing Group 48
  • 49. Enables Iterative Testing Unlike traditional ad hoc consumer studies that are conducted with a sample purchased from an online consumer panel supplier… 2014 Riedel Marketing Group 49
  • 50. Enables Iterative Testing Unlike traditional ad hoc consumer studies that are conducted with a sample purchased from an online consumer panel supplier… …you can conduct iterative research studies with the same participants. 2014 Riedel Marketing Group 50
  • 51. A “pre-quant” online discussion board or chat can generate very helpful directions for designing your qualitative survey. Drives More Thorough Quantitative Research Studies 2014 Riedel Marketing Group 51
  • 52. A “pre-quant” online discussion board or chat can generate very helpful directions for designing your qualitative survey. You can test the questionnaire before fielding the quantitative survey. Drives More Thorough Quantitative Research Studies 2014 Riedel Marketing Group 52
  • 53. A “pre-quant” online discussion board or chat can generate very helpful directions for designing your qualitative survey. You can test the questionnaire before fielding the quantitative survey. Drives More Thorough Quantitative Research Studies You can conduct a post-quant survey to uncover the why behind the numbers. 2014 Riedel Marketing Group 53
  • 54. Builds Brand Advocacy “Communities create potential for genuine dialogue and relationship building…if run correctly, these communities will develop into a powerful resource that also builds brand advocacy.” Michalis Michael, DigitalMR CEO 2014 Riedel Marketing Group 54
  • 55. Builds Brand Advocacy “Communities create potential for genuine dialogue and relationship building…if run correctly, these communities will develop into a powerful resource that also builds brand advocacy.” Michalis Michael, DigitalMR CEO “Consumers have appreciation for the brands that want their opinion.” Leah Spokojny, Online Research Strategist at GutCheck 2014 Riedel Marketing Group 55
  • 56. HOW TO GET THE MOST OUT OF YOUR PRIVATE ONLINE COMMUNITY 2014 Riedel Marketing Group 56
  • 57. The key to having a vibrant community that yields meaningful insights is keeping members engaged. Keep Community Members Engaged 2014 Riedel Marketing Group 57
  • 58. The key to having a vibrant community that yields meaningful insights is keeping members engaged. Keeping them engaged saves you time and money, so it deserves a structured approach. Keep Community Members Engaged 2014 Riedel Marketing Group 58
  • 59. The key to having a vibrant community that yields meaningful insights is keeping members engaged. Keeping them engaged saves you time and money, so it deserves a structured approach. Keeping members engaged begins with a defined plan for touchpoints each month. Keep Community Members Engaged 2014 Riedel Marketing Group 59
  • 60. You will typically get better participation and better information if participants are fairly compensated… Compensate Participants Fairly 2014 Riedel Marketing Group 60
  • 61. You will typically get better participation and better information if participants are fairly compensated… …But it doesn’t have to be cash. Compensate Participants Fairly 2014 Riedel Marketing Group 61
  • 62. You will typically get better participation and better information if participants are fairly compensated… …But it doesn’t have to be cash. It can be products, contests, sweepstakes, gift cards, etc. Compensate Participants Fairly 2014 Riedel Marketing Group 62
  • 63. Tell Community Members What to Expect At the outset, members need to know what they’ve signed up for – how often you’ll engage with them, what topics you’ll discuss and so on. 2014 Riedel Marketing Group 63
  • 64. Encourage Active Participation Encourage members to post comments to discussion boards, engage with other members while on- site, chat with moderators directly, use Webcams, upload photos and videos and more. 2014 Riedel Marketing Group 64
  • 65. Make It Easy to Launch an Activity Simplify the approval process so that a group or brand team can launch a survey or other activity with minimum paperwork. 2014 Riedel Marketing Group 65
  • 66. Standardize Standardize often-repeated types of studies so that the organization learns over time what the answers mean. 2014 Riedel Marketing Group 66
  • 67. Create a Database Create a database of normative data for the standardized studies so that results have greater value and meaning. 2014 Riedel Marketing Group 67
  • 68. Charge The Private Panel’s Cost To A Central Marketing Budget Individual brands or groups should not be charged for using the community. If the studies are “free,” brands are eager to do as many studies as possible (and thereby make better decisions). 2014 Riedel Marketing Group 68
  • 69. 2014 Riedel Marketing Group 69 SUMMARY
  • 70. Summary Private Online Communities are extremely valuable tools for marketers and product developers. 2014 Riedel Marketing Group 70
  • 71. Summary Private Online Communities are extremely valuable tools for marketers and product developers. POC’s are typically cheaper and faster than conducting ad hoc research studies. 2014 Riedel Marketing Group 71
  • 72. Summary Private Online Communities are extremely valuable tools for marketers and product developers. POC’s are typically cheaper and faster than conducting ad hoc research studies. A POC can be a long-term resource for valuable actionable consumer insight that will help your company develop better products and more effective marketing programs and packaging, make better decisions, make money, and save money. 2014 Riedel Marketing Group 72
  • 73. Summary Private Online Communities are extremely valuable tools for marketers and product developers. POC’s are typically cheaper and faster than conducting ad hoc research studies. A POC can be a long-term resource for valuable actionable consumer insight that will help your company develop better products and more effective marketing programs and packaging, make better decisions, make money, and save money. If your company is consumer-centric (or wants to transition from product-centric to consumer-centric), a private online community must be part of your marketing, social media, and product development strategy. 2014 Riedel Marketing Group 73
  • 74. Summary POC’s can be used to: Gain a deeper more thorough understanding of your consumer Optimize advertising and promotional programs to maximize their effectiveness Develop new products that have a higher likelihood of marketplace success Optimize package copy and graphics so that they grab shoppers’ attention and make them want to buy the product. 2014 Riedel Marketing Group 74
  • 75. Summary Private Online Communities are a powerful consumer insight tool because: You get thoughtful and honest feedback You’ll gain rich deep insight You are able to do iterative testing You will be able to do more thorough quantitative research studies You build brand advocacy. 2014 Riedel Marketing Group 75
  • 76. 2014 Riedel Marketing Group 76 HOW TO GET STARTED
  • 77. How to Get Started Before you move forward with building a Private Online Community, you need to answer two important questions. 2014 Riedel Marketing Group 77
  • 78. Is it mainly for the creation and enhancements of your products or communications? Or is it for more traditional marketing needs such as customer segmentation, pricing research, and purchase habits, usage and attitudes? What Do You Want To Use The Community For? 2014 Riedel Marketing Group 78
  • 79. Is it mainly for the creation and enhancements of your products or communications? Or is it for more traditional marketing needs such as customer segmentation, pricing research, and purchase habits, usage and attitudes? What are the specific objectives? What Do You Want To Use The Community For? 2014 Riedel Marketing Group 79
  • 80. Is it mainly for the creation and enhancements of your products or communications? Or is it for more traditional marketing needs such as customer segmentation, pricing research, and purchase habits, usage and attitudes? What is the scope in terms of duration, geography, size, profile of participants? What are the specific objectives? What Do You Want To Use The Community For? 2014 Riedel Marketing Group 80
  • 81. If you plan to do less than 100 projects a year, you should probably outsource to a research company with expertise in private panel development and management. Should You Build And Manage Your POC Internally Or Outsource? 2014 Riedel Marketing Group 81
  • 82. If you plan to do less than 100 projects a year, you should probably outsource to a research company with expertise in private panel development and management. If you plan to do more than 100 projects a year, then building a professional internal staff might make sense. Should You Build And Manage Your POC Internally Or Outsource? 2014 Riedel Marketing Group 82
  • 83. Sure you can do it yourself, but do you really have the time or the right people? Considerations if You Decide to Do It Yourself 2014 Riedel Marketing Group 83
  • 84. Sure you can do it yourself, but do you really have the time or the right people? You will need to hire people who really understand the nuts and bolts of panel management, sampling, questionnaire design, coding, tabulation, quality assurance, data security, and email deliverability. Considerations if You Decide to Do It Yourself 2014 Riedel Marketing Group 84
  • 85. Sure you can do it yourself, but do you really have the time or the right people? You will need to hire people who really understand the nuts and bolts of panel management, sampling, questionnaire design, coding, tabulation, quality assurance, data security, and email deliverability. You will need to invest in panel management and survey software. Considerations if You Decide to Do It Yourself 2014 Riedel Marketing Group 85
  • 86. Sure you can do it yourself, but do you really have the time or the right people? You will need to hire people who really understand the nuts and bolts of panel management, sampling, questionnaire design, coding, tabulation, quality assurance, data security, and email deliverability. You will need to invest in panel management and survey software. Considerations if You Decide to Do It Yourself You will need to assign one person to be responsible for scheduling, expediting, and coordinating with internal groups or brand teams to keep research projects moving ahead. 2014 Riedel Marketing Group 86
  • 87. Purchasing a turnkey private panel service frees you up to be the research consultant within your organization, rather than the research mechanic. Benefits of Outsourcing 2014 Riedel Marketing Group 87
  • 88. Purchasing a turnkey private panel service frees you up to be the research consultant within your organization, rather than the research mechanic. You can operate with minimal staff, since most of the work is performed by your private-panel partner. Benefits of Outsourcing 2014 Riedel Marketing Group 88
  • 89. Let Riedel Marketing Group build and maintain your private online community. If You Decide to Outsource… 2014 Riedel Marketing Group 89
  • 90. Let Riedel Marketing Group build and maintain your private online community. We’ll take care of the nuts and bolts of panel management, member recruitment and retention, sampling, questionnaire design, tabulation, and analysis. If You Decide to Outsource… 2014 Riedel Marketing Group 90
  • 91. Let Riedel Marketing Group build and maintain your private online community. We’ll take care of the nuts and bolts of panel management, member recruitment and retention, sampling, questionnaire design, tabulation, and analysis. We’ll work closely and collaboratively with you to make sure the community yields the information and insight you need. If You Decide to Outsource… 2014 Riedel Marketing Group 91
  • 92. Let Riedel Marketing Group build and maintain your private online community. We’ll take care of the nuts and bolts of panel management, member recruitment and retention, sampling, questionnaire design, tabulation, and analysis. We’ll work closely and collaboratively with you to make sure the community yields the information and insight you need. If You Decide to Outsource… We have more than ten years of panel management experience. 2014 Riedel Marketing Group 92
  • 93. Let Riedel Marketing Group build and maintain your private online community. We’ll take care of the nuts and bolts of panel management, member recruitment and retention, sampling, questionnaire design, tabulation, and analysis. We’ll work closely and collaboratively with you to make sure the community yields the information and insight you need. If You Decide to Outsource… We have more than ten years of panel management experience. 2014 Riedel Marketing Group 93 Call or e-mail to get started today! 602-840-4948 ajr@4rmg.com

Editor's Notes

  1. Light orange FAA609 Orange FA6600