2. Company Overviews
TEXAS VISION CRITICAL
INSTRUMENTS
Est. 2000
Est. 1930 / 1951 International
International HQ in Vancouver
HQ in Dallas, Texas Community Panels
Semiconductor/Compute (500+)
rs 500 Employees
35,000 employees Revenue less than TI!
Revenue $14 Billion
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3. A Global Company
Manufacturing
sites, sales and
support offices
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4. Operating in Multiple Languages
歡迎 환영
Benvenuto
Powitanie
Bienvenida
Accueil Vítejte
欢迎
Welcome 歓迎
Üdvözöljük
Willkommen
добро пожаловать
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5. Business Challenge
Understanding Core Target Market
Feeding into Product Development
• Global reach into the specialized population of design engineers
• Higher quality research
– Better response rates, Better representativeness, Higher engagement
– Deeper customer intelligence
• Segmentation of target market
• Decreased costs
• Faster turnaround time
• CRM - Communication Tool / Relationship Builder
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6. Community Panels Fit
Community Panels are the perfect solution to engage
with our Design Engineers
• Finite Population
• 100% Online
• Highly Educated
• Geographically Distributed
• Social Media Savvy
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7. Background
• 2,990 active members
• Global design engineers involved with semiconductors
• Recruited thru
database, CSAT and
tradeshows
• No extrinsic
incentives
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8. Member Profile
98%
Design Engineers
Executive
Management
System Architect
Product Management
2%
Purchasing/Procurem
ent/Supply Chain Mgt
Other
ENTRENCHED IN SOCIAL MEDIA
• 2/3 participate in Social Media
at least once a week
• 7/10 feel Social Media helps
them do their job better
9. Social Media Usage
• Reinforces the Community Panel approach
• Latam Members have high usage of Social Media
SOCIAL MEDIA USAGE TOTAL USA Latam
Base = TI Members n=764 n=492 n=170
Participate once per week 67% 66% 69%
Social media platforms help you do
your job better 63% 59% 72%
Influence purchase decision in
semiconductor products 34% 30% 44%
10. Top 10 Most Engaged Markets for Social
Networking
• NOTE: Mexico and
Puerto Rico are in
Top 20
* * ** *
Latam Countries
Source: comScore Media Metrix, October 2011 10
11. Commitment to Members
“Social Contract” with Members
• All studies 15 minutes or less.
• Maximum of 2 study invites per
month.
• Studies relevant to their interests
and background.
• Respect privacy.
• Provide members with feedback
on community and insights.
• Use the input to drive TI’s
business decisions.
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12. Importance of Language
• Being a global company create expectations of global
interactions.
• Member queries were coming in their native tongue.
• Better communication with design engineers in their native
tongue resulting in Better Data.
• Going multi-lingual required:
– Proof from members that English only was sub-par solution
– Corporate buy-in to multi-lingual approach
– Budget approval
– Implementation resources
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13. 90 Countries & 14 Languages
29%
27% 34%
2%
6%
2%
1. English 6. Hungarian 11. Japanese
2. Spanish 7. Czech 12. Korean
3. Portuguese 8. Italian 13. Chinese (traditional)
4. French 9. Polish 14. Chinese (simplified)
5. German 10. Russian
14. Language Preference by Region
100% 6%
21%
80% 33%
46%
60%
70% 70%
60% 83%
94%
40% 79%
67% Prefer other Language
54%
20% 40% English Acceptable
30% 30%
17%
0%
Base = Members recruited via English
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17. Multi-Country Multi-Language
CONSIDERATIONS - LANGUAGE
• How many languages? Which variation?
• Translation process: In-house, out-source, automated?
• Mechanisms within the software?
• Translation scope
– Portals, newsletters, emails, surveys, forums, verbatims, etc.
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21. Community Panel Benefits
• Market Research Capabilities
• Global Focus
• Higher Response Rates
• Better representation of the target market
• Faster Turnaround
• ROI: 75% reduction in costs
• Better Engagement – Better Brand Image
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22. Multi-Country Multi-Lingual
Community Panels
• Obtain corporate buy-in
• Obtain internal stakeholder buy-in
• Involve local champions
• Get budget approval
• Inclusively scope long term vision and roadmap
• Determine geographic coverage
• Determine languages for inclusion
• Map out translation process
• Feedback to internal stakeholders and community members
• Act on the information
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