Drilling Deeper for Insights on Machine Intelligence Landscape
Webinar - Deeper Insights Through Intelligent Community Engagement
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Transcript of Webinar - Deeper Insights Through Intelligent Community Engagement
Benefits of an Engaged Community
Get your research done quicker
Save money/budget
Uncover unparalleled insight
Increased confidence research results
Brand promotion
Greater participation
What’s on the agenda today?
❏ Getting members to join
❏ Increasing levels of engagement and participation
❏ Sustaining member participation over time
❏ Tips for not only engagement but meaningful engagement
❏ Measuring engagement effectively
❏ Deepers insights achieved through engagement
On the agenda: Biggerplate Perspectives
● Working with limited resources (people, time, money)
● Value of community: Sense & Respond
● What we got wrong/right
● Lessons learned
● Recommendations
Ways to get members
❏ Customer list ❏ Social media ❏ Website recruitment ❏ Word of mouth❏ Third party recruitment ❏ Adwords/marketing/SEO
New Members Need to Feel Welcome
❏ Have a personal welcome message
❏ Embrace a new members/FAQ section on the member portal
❏ Clearly explain the purpose of the community
❏ Have clear expectations (very important)
❏ Get them involved in an activate from the start
Biggerplate: What we got wrong
● Clear proposition
● Ignored search
● Taking people by the hand
● Lack of something ‘saleable’
● Underestimating time for social media
Biggerplate: What we got right(ish)
❏ Community tone/personality❏ Customer list and email marketing❏ Social media choices (platforms with purpose)
Biggerplate: Lessons Learned● Clear proposition
○ Why you exist○ Why they should join○ Benefits over features
● Welcome process○ “Plan for gran”○ Assume nothing is clear○ Articulate next step (engagement action)
Biggerplate: Lessons Learned● Search
○ Think/write in keywords○ FAQ has search value○ Link building = community building
● Social media○ Start small○ Choose wisely○ Plan for silence
Biggerplate: Lessons Learned
● Customer list/email marketing
○ Quality over quantity (data cleansing)
○ A/B Message testing
○ Segmentation & targeting
Engagement Meter
❏ Engagement meter/module
❏ Gamification and levels to excite members
❏ ‘Rookie’ to ‘All Star’ level
❏ Need to complete activities each week to stay on track
❏ Email triggers and prompts
Clear Communication and Messaging
❏ CLEAR MESSAGING
❏ In ALL communication with members, communication needs to be
clear, concise, and consistent. Remember the three C’s!
❏ Emails, announcements, invites, all should help foster and promote
the overall message and sense of engagement in your community.
5 Points to Boost Engagement
❏ Have a clear and well thought out point system
❏ Make sure rewards match the makeup of the community
❏ Have regular surveys and activities at scheduled times
❏ Get members to invite friends to the community
❏ Create a sense of pride and exclusivity
Biggerplate: What we got wrong
● Trying to get engagement from everyone
● Over designing/planning/complicating
● Slow to explore technical solutions (that scale)
Biggerplate: What we got right(ish)
● Defining OUR engagement action(s)
● Brand tone and authenticity
● Community of peers/practitioners
Biggerplate: Lessons Learned
● Define your engagement actions● Accept the realities
○ Rule #1 - You’re not as interesting as you think○ Users Give vs Take○ User life cycles
● Engage the engaged● Test and learn quick/cheap
Member Stages - ‘Promoters’ are Key
Need to convert members into ‘Promoters’
New Members Participants Active Members Promoters >> >> >>
Keys for Continued Engagement
❏ Members are drawn to incentives - both intrinsic and extrinsic
❏ Refer a friend program
❏ Don’t be afraid to block troublemakers
❏ Gamification
Biggerplate: Lessons Learned
● Content drives community (yours and theirs)● Hero the customer● Get to know your promoters/advocates● Public praise and recognition● Showcase their expertise, not yours
Your members are people too, right?
❏ Remember that members are the lifeblood of your community.
❏ See what motivates them, if things are becoming stagnate, change
things up.
❏ Follow up and respond to their questions
You’re in the Driver’s Seat
❏ Ask good questions
❏ Give them plenty of opportunities
❏ A sense of fulfillment goes a long way
❏ Emphasize the value and importance of the community
Biggerplate: What we got wrong
● Cost of “yes” and the need to please
● Designing/building for very small segments
● Understanding advocates, evangelists, ambassadors, etc...
Biggerplate: What we got right(ish)● Membership ethos
● Connecting up others
● A crusade/cause mindset
● Consistency in tone/personality
● Offline activities
○ Biggerplate Unplugged (practitioner conference)
○ Brunch Club (customer forums)
Biggerplate: Lessons Learned
● Go to the jungle● It’s not all about you
○ Connect others, and get out of the way○ Not all engagement is on your turf
● What’s the cause/crusade you share?● Balance: Customer is not always right/telling truth!
Many Ways to Measure, What’s Effective?
❏ Response rates on surveys
❏ Engagement rating
❏ Number of responses to a post
❏ Amount of new members joining
❏ Quality of responses and member input
Biggerplate: What we got wrong
● Vanity metrics● Lost in our own measurement● Linking ‘likes’ to business value● Not reviewing and adapting
(Measurement engagement is where we’re trying to improve the most)
Biggerplate: What we got right(ish)
● A meaningful Profit/ metric linked to purpose
● Annual Industry Survey
● Qualitative “measurement” - open ended questions
Biggerplate: Lessons Learned● Beware of vanity metrics● Find the metrics that matter● Own your niche, and provide the benchmarks● Routines and rhythms for review● Link to something commercial:
e.g. Buy our elearning with code QUESTIONPRO and save 50%(see… we’re learning)
We Want Insights, Yes We Do!
❏ Communities with high engagement, experience shorter field times and more cost effective research - 10x faster, and 4x cheaper.
❏ More engaged community get a higher number of responses to both surveys and other modules like Topics/Posts and Ideation. This leads to more ideas and more insights harvested.
❏ Results from a higher number members each time, means your results are distributed and diverse. Reduces bias.
Biggerplate: Lessons Learned
● Sense and respond○ Community = radar○ Community can validate/invalidate ideas/initiatives○ You must be in the right places to listen, with the means to
respond● Community insights have value
○ For your team/business○ For others who need it (BB
● Find the cause/crusade within your community○ Be the leader and connector