Tag Archives: community

Live from #TMRE14: Simon Sinek on How to Think Like a Leader

Simon Sinek is the author of “Start With Why” and “Leaders Eat Last, this morning on the last day of TMRE 2014, he explored ways to think and act like a true leader.

Almost all of our behavior is driven by our need to feel safe.

Trust and cooperation are feelings not instructions or things you can ask for, leaders set the tone, people REACT to an environment.

The human interprets everything in terms of life and death, even when the stakes aren’t that high.

You can easily manipulate people with fear but it doesn’t work for very long and causes stress and the inability to thrive.

When people feel same, feel part of the same tribe, they create traditions, language and their own culture which they cooperate with.

Feelings:

Endorphins
Dopamine

Seratonin
Oxytocin

People get addicted to endorphin rush and hits of dopamine, but they are fleeting while seratonin and oxytocin are released over time in relationship and make you feel safe and loved. Leaders make people feel safe and people in turn love their leaders.

Loyal customers and employers don’t care that other products/companies exist.
They have such strong relationships they won’t budge.

Loneliness causes more death than obesity, people who feel lonely are more likely to die younger than people who aren’t. Build relationships and community to empower people, make them feel safe.

People will not believe you if you don’t believe in what you are offering yourself.

Believe you can be the change.

ABOUT THE AUTHOR

 
Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

Recruitment of participants for Online Research Communities, the role of Online Access Panels

If
you know the business of online access panels maybe because you sometimes need
that kind of service, you may know that providers of online access panels
position themselves on the ground of huge panelsizes or because
of delivered quality. The respective
underlying business model is correspondingly
either quantities or it is
defined by the quality of respondents’ information.
Both
models of course have several advantages and disadvantages.
Quantity
model

Advantages:
-
Even small audiences with low incidence rates can be reached adequately
-
High demands on field time and costs can be met
- Large numbers of cases
are possible

Disadvantages:
- Higher fluctuation
and “panel-mortality”
- Only
few qualifying information about the participants available
- Recruitment
methods are not always transparent
-
Only little knowledge about the influence of the panel model on panelists self-perception
as survey participants

Quality-driven
model
Advantages:
-
High quality responses on more strict rules of access to new panel members (eg
member-get-member)
- Extensive screening
-
Qualitative analysis of the panelists (eg minimization of screen-outs as the
basis of the relationship management)
 
Disadvantages:
- Limitation
in case of low incidences are needed
- Limitation on
the number of cases to be achieved
- Slightly higher costs
Photo by http://blog.allworkandnoplay.de/
In the
context of online research community projects it is necessary to recruit
participants not only to because of their target-group characteristics. You
rather put demands on communication skills beyond ‘tip-the-box’ as well as sufficient
intrinsic motivation to participate.

Wherever
it is generally a good idea to recruit participants via online access panels,
we prefer those providers with a
quality-driven approach. Results
always are extremely high response rates, low drop-out rates over time (even in
communities with longer durations) and last but not least positive effects in
terms of ??panelists’ appreciation being a participant in market research. Without
participants and their willingness to share their experiences, attitudes and
preferences, we would have a hard time. 
So it is always a
pleasure to read feedback like this after completion of online research
communities:
‘Thanks a lot to the moderators and creators of
this community. I had a lot of fun and I have learned a lot. I’m happy that I
was able to exchange with others and there were a lot of good hints. You, the
scribblers, have been a great group! Thanks a lot. I wish all the best to all
participants and perhaps we will meet one day on the internet or even in real
life.’
Make sure to join the discussions about panels and communities at the upcoming The Market Research Event  in Florida, hosted by IIR, USA. We’ll have plenty
to discuss…
About the author: Christian D??ssel is blogging about market research in German language here and here.
After having worked for TNS, TBWA and other strategy and market
research agencies he now holds the position of Senior Research Director
at MM-Eye in Hamburg / Germany with special responsibilities for MM-Eye’s new media and online research approaches

Strategic Social Marketing for Communities

When options are abundant; and social media networks are available in many niches…. which websites do you think TOP the list for strategic social marketing? Here is a quick breakdown of the top 3 which I believe should be your starting point for researching & building a community around your brand or idea.

1) Facebook

According to Alexa rankings, Facebook is the second most popular place in the world today. With that type of reach it’s a no-brainer if you are looking to build a community around a niche, idea or a brand. Facebook is the right place develop relationships online and now boast over 500 million users online with a 50-60% of this user base returning every day. This offers community managers opportunities for social community building & marketing as long as you are willing to build relationships first.

Some best practices:
- Minimize the sales pitch
- Ask open ended questions
- Engage/Interact with your audience
- Offer promotions/Give-a-ways
- Build a FAN page over a GROUP
- Work the FBML or hire someone who can

2) Linkedin

Although Linkedin is number 21 according to Alexa rankings; it’s a huge source of relevant and targeted people which are decision makers and thought leaders. It is B2B unlike Facebook which leans more to C2C, but gaining interested users to your community will be possible by engaging with current groups or even starting your own.

Since there are thousands (if not more) of groups which range in size from 10 members to 100k or more you will be able to ask your peers questions about your community while engaging them on their levels of interest. If what you have to say is interesting to them or appeals to them they may very easily join your social community.

Use Q & A section of LinkedIn to build up your personal network and then tie the communication back to your goals; to build community either on Linkedin or off Linkedin.

Some best practices:
- Minimize the sales pitch
- Know your facts
- Ask open ended questions
- Ask for feedback
- Find collaborators

3) Twitter

Love it or hate it; the 140 character microblogging platform is here to stay. Your peers, business associates and top brands are all using Twitter.com these days. With this type of reach a 140 character message can travel the 7 continents in seconds with just a few retweets. Your community is there just waiting for you to give them the information they need and desire (as long as its 140 characters or less).

Search is your friend; the twitter search allows for a multitude of various regular expression searches. This alone should be where you spend your time finding your audience and determining how they communicate. Make a plan and use your knowledge of your space to speak to your potential audience and have a goal of ultimately re-directing them to your community.

Some best practices:
- Minimize the sales pitch
- Know your facts
- Always add followers who fit your community requirements
- Interact with your followers
- Search, Search, Search ‘ do your market research!
- Make lists to organize your space

Now that you know where to start; or if you have already started and plateaued – it’s time to think about next steps.

EVOLVE.

Social Media & Community 2.0 Strategies is a unique event that focuses on the business value of social media for established brands, as well as entrepreneurial companies. It brings together community experts with lines of business leaders who are using social media strategically to drive their business.

From setting the strategy, to operationalizing it, to measuring the results ‘ this event is a high-level overview of the Social Media & Community space.

Why Attend? Social Media is an evolving business that is reinventing how we interact. Learn about campaigns that have worked and ones that have failed. What’s New? Everyone has invested in Social Media, NOW find out how you can operationalize, measure and make money off of this investment

Walmarts Black Friday Ads Go Viral Early

Walmart (in a brilliant strategic move) “Black Friday” ads have been leaked ahead of time. Most major retailer wait for these Black Friday ads to be printed and distributed traditionally but this move (if Walmart did it on purpose) is very smart on a few bases:

1) People are getting the info far enough ahead to plan a trip to walmart and purchase specific black friday deals.

2) To VIEW the deals, all you have to do is search for retailer+black friday on google.com which *many* people are doing since they want deals. Plus they are spreading like wildfires on various coupon/deals sites.

Social media channels have allowed retailers to get their products and low prices infront of millions of eyeballs at a much lower cost then traditional methods. How does this apply to your social marketing efforts? Are you using social media channels to capture people at different touch points?

If we think about building a community; which TOOL or social media platform would you choose to get the word out or word of mouth campaign going?

Recently I have been looking more closely at Facebook and what advantages there are for B2B applications. The users are there; of course mostly for personal reasons but they are there.

Gettting users to FAN/Like a page is the 1st step in building the community around a brand, event or whatever your product may be. It seems more and more that incentivizing the “Fan/Like” is where the call to action comes into place and you can gain a stronger userbase around your brand.

In Walmart’s case, each and everytime they lower a price, their fans are interested in knowing about these deals so “FANS/Likes” are much easier to get.

For B2B organizations it seems like the incentive has to be appropriate to the audience. Since we are not selling a Plasma TV we have to think about what our users would want within their work environment and appeal to those needs/wants.

Some ideas:
Product/Service Discounts
Starbucks Giftcards
Unique White Papers
Case Studies
Members Only Content
Ipads/Tech Gear

What does your company do to get FANS/Likes?

Social Media: ‘Convenience Samples’ without the guilt?

by Kathryn Korostoff, Research Rockstar LLC

Two of today’s social media track speakers helped shed light on a great issue: using online communities as a convenience sample, and doing it well.

One was Dawn Lacallade from ComBlu. She spoke twice today, though I only had the pleasure of observing one of her sessions. I also enjoyed the presentation by Sean Bruich, from Facebook. Sean generously shared a lot of examples with real data, collected by Facebook. Sitting in these two sessions back-to-back gave me a great list of specific ways to think about the credibility and reliability of social media-based research.

As a starting point, let’s be honest: one of the challenges with social media research is, indeed, perceived credibility and reliability. Lots of folks are a bit skeptical that all of this ‘social media research’ hype is, well, a bit too hypey.

Now before I begin, I want to note that while may people use the term ‘social media research’ to be about sentiment monitoring, both of these speakers were more focused on using communities’whether private, branded ones (such as a company might build) or a broader one (Facebook)’as a place to conduct research. So the context here is online communities’open or closed, brand-hosted or not’as a sample source.

So How To Improve The Perceived Reliability and Credibility of SM-gathered Research?

1. Trust but verify. As Dawn suggests, ideas or results from a specialty community can be vetted at the brand’s website as a single question poll. For example, if you learn in your community that feature X is critical, ask a simple question on your website. Is it? Sometimes you may find that the larger group is aligned with the smaller, more specialized one. But in any case, you don’t want to over promote the results from the community without first vetting with a larger population. This will help overcome legitimate objections to community-based research results’such as, ‘how can we trust data from a group of people obviously already biased towards our brand’?

2. Educate research clients about the community, as a preemptive strike. Your audience may be making some incorrect assumptions about the community profile. Sean from Facebook shared some data that would make even the biggest cynics of convenience sampling take a second look. Here are some highlights:

  • ?? Analysis shows that the Facebook poll results about recent election outcomes were nearly identical to those from Gallup and Rasmussen. In fact, the FB results were closer to each than they were to each other!
  • ?? Facebook gives excellent international access; indeed, most users are non-US. And anyone who does global research knows how challenging data collection can be in some parts of the world.
  • ?? Research by Facebook suggests that a convenience sample from Facebook matches well with any sampling from the overall Internet population on nearly any measure.

3. Demonstrate affordable innovation. One of the powerful examples was from Facebook, on the topic of ad testing. Consider this scenario: Brand X plans to start a new ad campaign and wants to test effectiveness. On FB, the target market can be selected (based on interests, not just demographic data). Then the target is exposed to the ad, likely in multiple versions, while a small percent is held out as a control group. Next step: post a 1 question poll to the target market. The question might be on brand recognition, brand preference, purchase plans’whatever is relevant. One can compare these results easily between the ad-exposed group and the control group. But in this way, the brand can tie the ad testing to the polling question with whatever timing it wishes (even same day). Cool.

Bottom line

Many researchers maybe feeling skeptical about gathering data from communities. But as these points illustrate, it may not be as risky as one might assume. And also, we all just need to be realistic’nobody is saying this replaces the need for all traditional market research. Still, after these sessions, I am more convinced than ever that it will replace some.

[As a tangent, both speakers happened to emphasize the value of the one-question poll. It gets a much higher response rate than a link to an online survey. And since you are working with a known community anyway, tedious, invasive questions about age, gender, and such do not need to be gathered. So get to the point, don't abuse the audience, and ask a single question.]

The Kenny Rogers Rule

Kellie Parker of SEGA (who we’ve heard from earlier) did a short and sweet presentation on managing multiple brands, and then turned the conversation to the audience. The great part about Kellie’s presentation fits into what we heard in this morning’s keynote: leadership is moving away from network model to cross-functional teams. Here are a few of Kellie’s suggestions on how to bring order to chaos: Specialization. Each team has a brand specialist’someone who deeply understands the brand and can instantly tell if something is going to work or not. Each team also has a specialist in terms of tools. Automation and flow. Create a process to your flow of content. Sega uses the blog as the main source of information, and then links back to Facebook, etc. But only use the tools that work for you, and makes the most sense. Kenny Rogers. Know when to hold ‘em/fold ‘em. Sega consolidated their many forums into one with different channels. They found that members started clicking around in places that they wouldn’t have gone before.

NACCM 2009: Answering the Social Phone ‘ Listening, Measuring, and Engaging in Social Media.

Your social media phone is ringing. But are you answering it? Do the right thing by listening and engaging with your customers says David Alston, VP of Marketing & Community for Radian6.

What should we be listening for? Alston says that he listens for ideas, compliments, memes, crisis, complaints, competition, crowds, campaign buzz, and needs. Treat the conversations as if you are at a cocktail party. Don’t just jump in but look for the point of need from a customer. Listening first and then engage has been the common theme throughout many of the NACCM presentations today.

Alston shared the 5 C’s for engaging in social media. They include:

Content ‘ give content because people don’t want your promotions.
Community ‘ you want to create a place where your fans, customers and even critics can live together.
Conversation ‘ they build the relationships that build your business.
Collaboration ‘ because the consumer is more and more in control, it’s best to collaborate with your community than try to control it.
Connections ‘ you can’t be a hermit. You must actively and consistently connect with your community.

What do you do if there are no conversations about you? Find people who share your passion and join their conversations. Eventually these relationships will evolve and bring you more exposure. The ultimate is to have customers share their positive testimonials about your business using tools like Twitter. Alston shared how he files positive tweets about Radian6 as ‘favorites’ which he calls ‘twestimonials’.

Alston listed several reasons why some companies hold back from using social media to engage customers. They include restrictive policies, culture, bureaucracy, lack of momentum, concerns over window dressing, lack of top level support and lack of resources. When it comes to your culture, Alston says ‘if you suck in real life, you will suck on social media.’ Make sure it’s right first.

In his Social Media Maturity Model, Alton talks about the various levels of engagement. We all should begin at the bottom and work our way up. That way you build credibility with each step.

Contributing - Contributing value through content and helping customers achieve goals
Sharing – Tell your own story. Share your brand’s passion & personality
Participating – Adding on and sharing your knowledge
Responding – Answering the ‘social phone’
Listening – Monitoring and analysis

For those still hesitant about getting engaged in social media, Alston says ‘find your path, and get started NOW!’ Consumers want to connect with your brand. You’ll make mistakes but you will survive. Alston’s advice is to ‘have fun’. With over 11,000 followers on Twitter, you can bet that he is having tons of fun!

What would you do if you ruled the world?

The world is changing all around us and everyone has ideas about what they would do differently if they were in charge. If you were calling the shots, what would you do? Where would you start? What would be your goal? How would you make the world a better place? Speak up and spread your ideas by joining If Marketers Ruled the World today!

Who knows, maybe someone who really is in charge will be listening.

Join the community, share ideas in the forum, post photos or share videos.
If your idea is selected as the winner, you win a trip to THE Conference on Marketing on us!*

Everyone who posts an entry will be emailed an exclusive VIP discount code for THE Conference on Marketing taking place November 2-4, 2009 in Miami, FL.
For more details visit www.theconferenceonmarketing.com

* Offer includes complimentary pass to attend the event, airfare voucher for $300 and 2 nights at the Eden Roc Hotel.

Community 2.0 Speaker Profile: David O. Sacks

With the Community 2.0 event coming up in May, we’re going to take the few months before that to introduce you to our keynote speakers for this year’s event. Twice a month, we’ll share with you one of our featured key note speakers. Community 2.0 is May 11-13 in San Fransisco, California at The Palace Hotel. This week, we’re featuring keynote speaker David O. Sachs, founder and CEO of Geni Inc and Yammer, and former COO of Paypal.

Sachs was the founder of Paypal, and created a company worth $1.3 billion when sold to eBay in 2002. He then moved to Los Angeles and produced the movie Thank You for Smoking.

You can see David present his keynote speech “How Micro Sharing Tools Make Enterprise Communication More Efficient” on Tuesday, May 12 at Community 2.0.

Listen to David O Sachs’ podcast with Venture Voices here.

Watch the trailer for Thank You for Smoking: