tta communities creds generic 181109

8/4/2019 TTA Communities Creds Generic 181109

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Helping organisationsdevelop closercustomer connections

Online Citizen Communities


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In a highlynetworked world,the marketplace isevolving morerapidly thantraditional methodsof marketing &research weredesigned to tolerate.

The challenge of social media


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New rules of engagement

Brands must go beyond broadcast

And become facilitators


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Nike gets it


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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?

Organisations need answers to bigquestions


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A better way


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A better way


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Panels, Communities, and SocialNetworks

Panels Uni-directional Communities Purposedriven

Social Networks Serendipitous (Profile &Member driven)


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Private, branded, online space,where invited consumers regularly

spend time generating ideas,

offering adviceto you and to oneanother,sharing experiences andfeelings,discussing trends, and

helping you figure out yourmarketing issues.

What is a Market Research OnlineCommunity?


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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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Start a Discussion on an issueor new product.

Quick Polls to gather quickinsights

Online chat with senior clients

Brainstorm new concepts

Use photos to spot trends anddo ethnographic studies

Video project to take you on atour of experiences

Survey on a concept, testadvertising

Journals to track behaviour in contextover time

Scrapbookor collage projects to tapcustomers emotional views usingimagery

Immersion projects using multimediato provide a 360-degree view ofcustomers

Twitter assignments to capture in-the-moment thoughts

Off-line events member events to

dive deep in a face-to-face setting

Provides an array of tools to exploreissues


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How do they work

MarketingTeam

ProjectTeam

ResearchTeam

MarketingTeam

Private, Branded OnlineCommunity

DeliverResults

Communitymembers

Pictures adapted fromsalesforce.com


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Brand Communities


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Australian Taxation Office

CBSR is currently working with the AustralianTaxation Office in the management of theirSME Tax Forum.

Specifically designed to provide aconsultation vehicle between the Tax Officeand their small to medium enterprisebusiness clients

Greatly enhance their knowledge of the SMEsector

Dual focus of maintaining the integrity of thetax system and reducing the costs incurred inmanaging tax obligations.

Nominated as a Gov 2.0 champion by the Gov2.0 Taskforce

Feature case study the 2009 AustralianMarketing Institute Social and Government


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Problem

Developed new brand ad in5 days with Branson

Concerned new brand adwas to risqu

Validate with prospects fast

Solution

Tested ad in onlinecommunity among flyers

Positive response / low risk

Turned results in a few days

Cost effective

Fresh Insights


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Problem

Bank suffering negative publicityfrom share devaluation and CEOresignation

Trustbank debited

Solution

Create online community forcustomers and prospects to voiceopinions

Suncorp asked community on bestway to build trust

Community came up with ideas tosupport Victorian bush fire victims

Developed a grass roots charityprogram to help affected

communities

Customer DirectedInnovation


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Better

Deeperinsight

Honest

conversa

Faster

Always on

Always freshRapid response

Cheaper

Cost saving vs.research

Risk mitigation

Better andfaster tomarket

Key benefit.... Impact


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Delivering actionable insights

Weekly summary of activity-specific insight

Insight Reports designed to findcommon threads across activities

Special Reports bring customers to

life


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What full-service reallymeans

Strategic planning

Recruiting

Building, managing, and hosting

the secure site

Design and implementation

of weekly activities

Expert facilitation

Member appreciation

Content analysis

Reporting

why it matters Communities take a lot of care

Allows for faster turnaround

Frees you up to take action on

the insight vs. managing thecommunity

We are a full-service communitysolution


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Sounds good in theorywhat benefitto AFP?

AFP appreciates relationship with thecommunity is key to effectivepolicing

Ideal is to create a partnership withthe community to maintain law &order

Attitudes towards policing complexand continually evolving

can be heavily influenced by mostrecent interaction


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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 nationalonline community, Australia Online,

from November 9-14, 2009


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Content ideas limited only byimagination


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Police

Marketing

Governmentstakeholders

PR

Communityrelations

HR

AFP Executive

ACT Residents

Community

Media

The end game

Putting the citizen at the heart of decisionmakin


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Join the

conversation

tta communities creds generic 181109

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