Online Citizen Communities

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Helping organisations develop closer customer connections

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The challenge of social media

In a highly networked world, the marketplace is evolving more rapidly than traditional methods of marketing & research were designed to tolerate.
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New rules of engagement

Brands must go beyond broadcast

And become facilitators 4/7/12

Nike gets it

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Organisations need answers to big questions

How do we stay in touch with our stakeholders? How do we increase the effectiveness of our marketing? How do we transform the way we listen? How can we innovate faster? How do we do social media the right way?

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A better way

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A better way

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Panels, Communities, and Social Networks

Panels Unidirectional Communities Purpose driven

Social Networks Serendipitous (Profile & Member driven)

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What is a Market Research Online Community?

Private, branded, online space, where invited consumers regularly spend time generating ideas, offering advice to you and to one another, sharing experiences and feelings, discussing trends, and helping you figure out your marketing issues.

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What is a Customer Community?

Continuous connection to your customers 300500 invitation-only members in an online room

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Provides an array of tools to explore issues

Start a Discussion on an issue or new product. Quick Polls to gather quick insights Online chat with senior clients Brainstorm new concepts Use photos to spot trends and do ethnographic studies Video project to take you on a tour of experiences Survey on a concept, test advertising Journals to track behaviour in context over time Scrapbook or collage projects to tap customers emotional views using imagery Immersion projects using multimedia to provide a 360-degree view of customers Twitter assignments to capture inthe-moment thoughts Off-line events member events to dive deep in a face-to-face setting

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How do they work

Marketing Team

Project Team

Community members

Private, Branded Online Community

Research Team

Marketing Team

Deliver Results
Pictures adapted from salesforce.com

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Brand Communities

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Australian Taxation Office

CBSR is currently working with the Australian Taxation Office in the management of their SME Tax Forum. Specifically designed to provide a consultation vehicle between the Tax Office and their small to medium enterprise business clients Greatly enhance their knowledge of the SME sector Dual focus of maintaining the integrity of the tax system and reducing the costs incurred in managing tax obligations. Nominated as a Gov 2.0 champion by the Gov 2.0 Taskforce Feature 4/7/12 case study the 2009 Australian Marketing Institute Social and Government

Fresh Insights
Problem

Developed new brand ad in 5 days with Branson Concerned new brand ad was to risqu Validate with prospects fast

Solution

Tested ad in online community among flyers Positive response / low risk Turned results in a few days Cost effective

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Customer Directed Innovation

Problem

Bank suffering negative publicity from share devaluation and CEO resignation Trustbank debited

Solution

Create online community for customers and prospects to voice opinions Suncorp asked community on best way to build trust Community came up with ideas to support Victorian bush fire victims

Developed a grass roots charity program to help affected communities 4/7/12

Key benefit.... Impact

Better
Deeper insight Honest conversa 4/7/12

Faster
Always on Always fresh Rapid response

Cheaper
Cost saving vs. research Risk mitigation Better and faster to market

Delivering actionable insights

Weekly summary of activityspecific insight

Insight Reports designed to find common threads across activities

Special Reports bring customers to life

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We are a full-service community solution

What full-service really means

Strategic planning Recruiting Building, managing, and hosting the secure site Design and implementation of weekly activities Expert facilitation Member appreciation Content analysis

why it matters

Communities take a lot of care Allows for faster turnaround Frees you up to take action on the insight vs. managing the community

4/7/12 Reporting

Sounds good in theorywhat benefit to AFP?

AFP appreciates relationship with the community is key to effective policing Ideal is to create a partnership with the community to maintain law & order Attitudes towards policing complex and continually evolving
can be heavily influenced by most 4/7/12 recent interaction

An example of tangible value

We took three issues:

Binge drinking & antisocial behaviour what roles for police, licensees and government? Attitudes towards police Neighbourhood Watch in 2009 still relevant?

These issues were put to our national online community, Australia Online, 4/7/12 from November 9-14, 2009

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Content ideas limited only by imagination

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The end game

Police Marketing

AFP Executive

HR

Media

ACT Residents Community

Community relations Government stakeholders

PR

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Putting the citizen at the heart of decision making

Join the conversation

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