In 2010, 60% of Fortune 1000 companies are expecting to have some form of online community for marketing use. What does this mean for you? A significant opportunity to get closer to your clients by helping them get closer to their customers! As a researcher, you are uniquely positioned to provide your clients instant, on-demand access to customers, with the ability to monitor behavior and sentiment over time.

1. PANEL COMMUNITIES:HOW MR AGENCIES CAN THRIVE IN A COMMUNITY-DRIVEN WORLD DANIEL COATES PRESIDENT, GLOBALPARK // FEB 24, 2010

2. FREQUENTLY ASKED QUESTIONS Can I get a copy of today’s presentation? Is today’s webinar being recorded? Can I ask questions during the event? The answer is, YES 2

3. 3 AGENDA HOW MR AGENCIES CAN THRIVE IN A COMMUNITY-DRIVEN WORLD What‘s going on?Historical context, market dynamics & opportunities Selling the Value Creating a Vibrant Panel Community Customer Examples

4. HISTORICAL CONTEXT A natural extension of online research, communities are the application of panel management tools to targeted groups where connections can be mined for insights from: Consumers Employees Partners Along the way, the marketing department realized that feedback has marketing & PR value 4

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11. CUSTOMERS RULE! PRODUCT INNOVATION The locus of control is firmly in the hands of the consumer and the web is their weapon of choice Product ideation Product co-creation / collaborative design Product reviews Product ratings 11

12. CUSTOMERS RULE! CAMPAIGN EFFECTIVENESS & MARKETING REACH Not only is the product co-owned, so are messaging & marketing Consumer blogs Brand advocacy House parties WOM is the most trusted source of product information, making the consumer a better marketer than the brands themselves 12

13. MARKET PRESSURES The community market is crowded, with entrants from all angles: Tech Providers PR Agencies CRM Providers MR Agencies Sites built to capture insights from the start will reap the most rewards Advantage: MR Agencies! 13

14. REQUIRED SKILLS Community Portal Development (Web development / database) Recruitment (Web, email and offline) Support (Managing complaints, interacting with members) Research Authoring survey content Programming surveys Drawing samples Field management Online reporting Data analysis Interpreting Results 14 WHAT DOES IT TAKE TO BE SUCCESSFUL? DIY MODEL

15. REQUIRED SKILLS Community Portal Development (Web development / database) Recruitment (Web, email and offline) Support (Managing complaints, interacting with members) Research Authoring survey content Programming surveys Drawing samples Field management Online reporting Data analysis Interpreting Results 15 WHAT DOES IT TAKE TO BE SUCCESSFUL? PARTNER WITH GP MODEL

16. SEIZE THE OPPORTUNITY IT‘S YOURS FOR THE TAKING In 2010, over 60% of Fortune 1000 companies plan to have some kind of community for marketing use Will it yield signal or noise? 16

17. 17 AGENDA What‘s going on?Historical context, market dynamics & opportunities Selling The Value Creating Vibrant Panel Communities Customer Examples

18. SELLING THE VALUE IDENTIFY A NEED & AVOID THE PITFALLS OF UNSCIENTIFIC POPULATIONS Start by talking to existing clients, determining how to support their goals Beyond your existing MR contacts Underscore the value of a community that is representative & scientific: Heavy, moderate & light users Customers, lapsed customers & prospects Fans AS WELL AS foes Avoid being the source of a Tropicana Package Design scandal 18

19. DEFINING YOUR PANEL COMMUNITY OFFERING PACKAGING YOUR SOLUTION Define your target audience Organizations: Brands, Agencies, Associations, Networks Stakeholders: Consumers, Advocates, Employees, Partners… Identify opportunities and objectives Product Innovation, Customer Loyalty, Campaign Effectiveness, Marketing Reach Deliver the tools Community & incentive management Quantitative research Qualitative insights Generating insights Linking online, mobile and offline activities Go to market 19

20. 20 AGENDA What‘s going on?Historical context, market dynamics & opportunities Selling The Value Creating Vibrant Panel Communities Customer Examples

21. CREATING VIBRANT PANEL COMMUNITIES The Payoffs of Proprietary Panel Communities Get Started: The 5 Steps to Building a Panel Community Engage: Focus on Respondents Innovate: Research in the Social Media Age Optimize: Take Control with Automation & Integration 21 A 5-PART VIDEO SERIES View recordings, register at www.globalpark.com/webinars

22. Panel Site Development Recruitment Plans Registration & Profiling Incentive Plans Panel Lockouts & Hygiene 22 Get Started: The 5 Steps to Building A panel community

23. Contact: “The magic number” Segmentation & profiling Motivating response Multi-method approaches Web 2.0 survey design Card sorting / shelf test Whiteboards Page fip 23 Engage: Focus on Respondents

24. INNOVATE: THE SOCIAL MEDIA AGE Use social media to extend dialogues Fusequant and qual on oneplatform Incorporate Web 2.0 Surveys Go beyondemailforinvitations Consider an advocacynetwork 24

25. Focus on the insights, not the process Look for opportunities to automate & streamline so that you have time to think Create a symphony of collaboration Don‘t let your panel get out of control – panel hygiene matters! Interconnect your panel communitywith other business processes in order todrive maximal business value 25 Optimize: Take Control with Automation & Integration

26. 26 AGENDA What‘s going on?Historical context, market dynamics & opportunities Selling The Value Creating Vibrant Panel Communities Customer Examples

27. CUSTOMER EXAMPLE: ONLINE PANELS AUTHENTIC RESPONSE More than 4 million panelists Heavily profiled International, Multilingual Consumer, B2B, Specialty PUBLIC OPINIONS ~1 million members worldwide Multilingual Focus: consumers 27

28. CUSTOMER EXAMPLE: ONLINE DIARIES TNS WORLD Online Diaries Multilingual International Personal: diet, routine, shopping, activities… 28

29. CUSTOMER EXAMPLE: ONLINE DIARIES 29

30. CUSTOMER EXAMPLE: ONLINE DIARIES 30

31. CUSTOMER EXAMPLE: CUSTOMER ADVISORY Customer Care & Consulting Advisory panel communities ~200,000 participants Input on product design, development Feedback on existing products “Lifestyle” insights Multi-client panel B2C clients Focus: customer base 31

32. CUSTOMER EXAMPLE: INTERNAL MR GENERAL MILLS Advisory panels Online and offline mix Feedback on existing products Input on product design, development Consumer resource sites Online and offline mix Share opinions, coupons via existing social networks (FB…) Word-of-mouth marketing 32

33. SUMMARY Hundreds (thousands!) of communities will be built this year Research agencies are poised to add the greatest value Continual monitoring of sentiment, behavior Structured communities yielding accurate results Measurable impact to product development, customer retention and marketing strategy Globalpark is your best technology partner Fully-integrated panel community and survey software Efficient Experienced Non-competitive 33 MR AGENCIES CAN THRIVE IN 2010...GLOBALPARK IS YOUR BEST PARTNER

34. THANK YOU...ANY QUESTIONS? daniel.coates@globalpark.com CONTINUE THE CONVERSATION ON TWITTER @Globalpark_News

35. COME SEE US IN PERSON 35

36. ABOUT US Globalpark provides panel, community and survey software that enables organizations to manage what matters across the enterprise. By capturing feedback and tracking behavior of customers, employees and partners, they gain insights that drive better business decisions. By identifying and empowering influential advocates, they build reputation and extend reach. Founded in 1999, Globalpark software is German-engineered and globally-tested by leading brands and top market research institutes, including: Continental, Daimler, General Mills, GfK, IDC, Nintendo, SonyBMG, TNS, Warner Music and Wrigley. Globalpark is staffed by renowned research pioneers, with offices across the US, UK, Germany and Austria. Globalpark AG Kalscheurener Str. 19a 50354 Huerth Germany(Headquarters) Tel.: +49 2233 7933 6 Globalpark Inc. 299 Broadway, 19th Floor New York, NY 10007 United States of America Tel.: +1 888 299 9422 LOCATIONS Globalpark UK Ltd. 5 Archie Street London SE1 3JT Great Britain Tel.: +44 207 403 3900 Globalpark Oesterreich GmbH Wassergasse 25 1030 Vienna Austria Tel.: +43 1715 0289 11 Daniel Coates President, Globalpark Inc. +1 646 597 6725 x101 daniel.coates@globalpark.com CONTACT