multi-language, multi-country b2b community panels
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Multi-Language Multi-Country B2B Community Panels
Texas Instruments
Expert Advisory Panel
May, 2012
Company Overviews
VISION CRITICAL
Est. 2000 International
HQ in Vancouver Community Panels
(500+) 500 Employees
Revenue less than TI!
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TEXAS INSTRUMENTS
Est. 1930 / 1951 International
HQ in Dallas, Texas Semiconductor/Compute
rs 35,000 employees
Revenue $14 Billion
A Global Company
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Manufacturing sites, sales and support offices
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Welcome Accueil
Bienvenida
Willkommen
Vítejte
Üdvözöljük
Ben
ven
uto
Po
wita
nie
добро пожаловать
歓迎
환영 歡迎
欢迎
Operating in Multiple Languages
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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
Business Challenge
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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Background
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• 2,990 active members • Global design engineers involved with semiconductors
• Recruited thru database, CSAT and tradeshows
• No extrinsic incentives
Design Engineers
ExecutiveManagementSystem Architect
Product Management
Purchasing/Procurement/Supply Chain MgtOther
98%
2%
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
Member Profile
Social Media Usage
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%
• Reinforces the Community Panel approach • Latam Members have high usage of Social Media
Top 10 Most Engaged Markets for Social Networking
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• NOTE: Mexico and Puerto Rico are in Top 20
Latam Countries * * * * *
Source: comScore Media Metrix, October 2011
Commitment to Members
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“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.
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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29%
2%
27%
6%
34%
2%
90 Countries & 14 Languages
1. English
2. Spanish
3. Portuguese
4. French
5. German
6. Hungarian
7. Czech
8. Italian
9. Polish
10. Russian
11. Japanese
12. Korean
13. Chinese (traditional)
14. Chinese (simplified)
Language Preference by Region
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94% 79%
54% 40%
67%
17% 30% 30%
6% 21%
46% 60%
33%
83% 70% 70%
0%
20%
40%
60%
80%
100%
Prefer other Language
English Acceptable
Base = Members recruited via English
One Portal: Multiple Languages
One Study: Multiple Languages
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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Multi-Country Multi-Language
By Country
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By Language
CONDISERATIONS - ROUTING
Multi-Country Multi-Language
SERVICE MODELS
Localized
versus
Centralized
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Multi-Country Multi-Language
CONSIDERATIONS - Incentives
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Intrinsic
Communication, sharing, relevancy Extrinsic
cost versus size and currency issues
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• 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
Community Panel Benefits
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• 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
Multi-Country Multi-Lingual Community Panels
GRACIAS!
OBRIGADO!