Find out why your company needs a Private Online Community
This Guide will provide you with everything you need to know about Private Online Communities (POC's):Guide to Private Online Communities
What POC's are
What they can be used for
What the benefits of a POC are
Why POC’s are such a powerful tool
Why you should use a POC instead of doing ad hoc market research studies
How to get started
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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
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
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
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
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