Date post: | 01-Nov-2014 |
Category: |
Business |
Upload: | mark-simon |
View: | 677 times |
Download: | 0 times |
About us
Global footprint5,000 clientsSunday Times Tech Track Top 30 - 2011
Global market research panel 4m members in 38 countries
/
4m members in 38 countries
Research technology providerEnterprise DIY
Technology & Social MediaTechnology & Social Media
A richer online research experience
Mark Simon
Leader, Global Technology Practice & UK Managing Director
Online Behaviour has changed....
/ 3Infographic from Flowtown – ‘My Mom is on Facebook?’
What are people doing?
/ 4
Source: www.digitalinspiration.com
By 2013, nearly 155 million US Internet users will consume some form of user-created content , up from almost 116 million in 2008. (eMarketer, 2010)
81 percent of consumers said they'd received advice from friends and followers relating to a product purchase through a social site (Click Z, January 2010)
Meanwhile with research
panels...panels...
Survey taking behaviours are changing too
Declining survey response rates Email overloadUntargeted, poorly designed, lengthy surveysTime poor
/
Monetary incentives not the only solution...People looking for the next best offer – spiral of declineSocial rewards make big sites work: Yahoo Answers, Wikipedia, etc.Financial incentives –> survey completionSocial incentives –> site stickiness, traffic
Email ListsEmail Lists Online PanelsOnline PanelsPanel CommunitiesPanel Communities
Social MediaSocial Media
Reliable survey completion:
Apply social reward principles
/
Give participants a seat at the decision-making tab leEnablers: share research results / impact with communityMember creation of content
Participation driven by ego or curiosity ‘I made a difference’ NOT - ‘I got paid’
Harnessing social media to drive the next
generation of online access panels
Toluna.com case studyToluna.com case study
Toluna.com – Creating community not membership
1st social research networking site
Context
Community loves to vote, share opinions and has massive scale
Brands and agencies need faster, more agile market research solutions
Toluna aims
Challenge low industry response rates and panel recruitment challenges
Low cost, fast, scalable, sharable solution for brands, PR agencies, SMEs, students
/
Turn votes & opinions into a nimble, ‘pay per survey’ model
Increase engagement with members
For our membersCreate personal profiles, polls and debates Get real time poll resultsRate and follow membersPublish polls & opinions externally
Richer member portraitsEvery vote or poll created or answered was added to profile
ALL the above allowed us to target surveys with a much higher level of precisionALL the above allowed us to target surveys with a much higher level of precision
Toluna.com
10,000 members 2003, 4m in 2011
March 2009
7.2 million votes a
month by members
March 2010
17.5 million votes a
month by members
/ 10
month by members
Jan 2011
Over 1 million votes a
day by members – site
time = 12 mins / visit
20,147 Polls and
Opinions created
yesterday in the UK.
Agencies
Toluna.com
Polls, votes and opinions - delivering value.........
Panellists
�Social Reward
�Information sharing
�NPD involvement
�Meeting new people
�Mobile or web
New Survey Alert
Survey on Cars
New Survey Alert
Survey on Cars
/
Agencies
�Pre-screening / cost benefits
�Incidence & feasibility checks
�Reach niches groups rapidly
�Add value / colour to pitches
�Sense check ideas
11
Brands
�Brand advocacy
�Co-creation
�Pre-screened customers
�Engaged product testers
�Reduce NPD cycle
Survey on CarsEarn 5,000 points
Survey on CarsEarn 5,000 points
CancelCancelViewView
Objectives:
To launch an integrated online campaign
using toluna.com, Facebook, Google
Build awareness and create a buzz
Get feedback from product users
Aid NPD
Toluna.com
Case Study: Philips Steam System– Product Test
/
Aid NPD
Toluna.com
Targeted surveys sent to respondents
Polls added to attract discussions around products
Targeted respondents selected for product testing
Reviews added on Toluna.com & third party sites
All content optimised for Google
The Results
Toluna providing research platform
Campaign Results
2 surveys attracted over 34,000 respondents & 11,500 product test registrations
28 product reviews published on Toluna.com. All content optimised - product listed
on Top 2 natural search results on Google
423 unique visitors from Facebook to toluna.com opinions
/
Business Results Oct-Dec
Gained No.1 market share position for steam systems
Product sales +33% YoY
Market share +14% YoY
The Social Media Model
NPD for MR AgenciesNPD for MR Agencies
E-commerce brand
DIY online surveys
Up to 15 questions
Targeting to toluna.com demographics
Real-time results
Social! Surveys, results, templates
Free to use for non-Toluna respondents
RAPP is a full-service, integrated global agencyWho are RAPP?
Last minute requests from external clients and internal strategists Need to test creative ideas and work that is in progress quickly Limited budget and ad hoc requests
What are some of their challenges?
Agency-side
Fast, cost effective and reliable consumer insight
/ 16
Limited budget and ad hoc requestsNeed to test big samples in a short space of time
Research needed for a large bank with a very tight scheduleTest UK consumer attitudes towards offers and deal space onlineLaunched 2 surveys to 500 respondents, results within 24hrs
Outcome?RAPP saved a lot of time and moneyClient was very impressed with results and turnaround time
How did they use QuickSurveys?
Pre-campaign - Elvis Duets (International)
Targeting
Song Selection
Artist collaborations
Strongest potential territories
Filling the Gaps - Media Channels & Song Testing (Aus)
Sony Music & QuickSurveys
Social media-driven traffic -> insight agility
/ 17
Filling the Gaps - Media Channels & Song Testing (Aus)
Sony Music segments and Australian newspapers
Song testing
Effective and simple
Market Success - Lullaby Kids (UK)
Consumer’s opinions
Propensity to buy
Segmented targeting
£500 investment-> exposure on BBC, 4 figure % increase in sales
/ 18
BrandSpector - Measuring Digital Ad Effectiveness
Via toluna.com traffic – 1.9m members tagged
Why?Death of click through?Agency primacy
How?Drop pixel onto digital ad
/
Toluna members exposed to ad are identified
What?1. Structured data report 2. Sample for pre/post tests
Who?1. Media owners 2. Media agencies3. Ad research companies
Companies using BrandSpector include:
The Toluna Social Media Model
Future NPDFuture NPD
Why did Brass create an online panel
community for Royal Mail?
“We wanted customers to feel like they’ve
entered into a real and exclusive relationship
with Royal Mail”
A community built around a common interest
/ 21
“We want them to feel motivated, engaged
and inspired to share their opinions”
“We want them to connect to others within the
community to debate topical issues, and to be
part of the community over the longer-term”
�Speed * Value * Enabling Research * Engaging customers & staff
Why do people join?
“I hope to help better shape
best practice and let Royal
Mail know exactly what I, as a
customer, want from them
rather than them trying to “I joined because I think that Royal
/ 22
rather than them trying to
second guess my wants /
needs”
Mail are criticised unfairly on a lot
of occasions. As the public we
need to cherish and support them”.
“I decided to join as I need the Royal Mail to listen - and
take into account our comments and suggestions”
MR agencies offering communities
Move beyond project nature of research
Increased margins and revenue
Strategic, future-proofed relationship with clients
Broaden research offer into clients
/
Pick up work you wouldn’t normally be considered for
Generate contacts outside of insight depts
Put insight at the heart of client marketing strategy
23
What’s next?.....
/ 24
Why?
Most Companies are on FB.....
/ 25
..with the objective to grow their fan base
/ 26
Our audience is there too!
But just marketing to Fans is not enough...
Need to engage with fans & ask questions
Understand the nature and motivation of fans
/ 27
motivation of fans
Understand them as individuals and as groups
Gain relevant insight to activate them into consumers
PanelPortal Connect
What can Facebook brand fans help with?
Further personal information i.e. Interests/hobbies
Their product and concept ideas
Whether or not a product or concept will work
/ 28
How they use the product
How they feel about the product / brand
Turbo-charge community recruitment
Context / richness of data beyond FB reg process
And, don’t forget, they can also tell others about your client’s products !
New Poll AlertBobbobi sent you a poll
New Poll AlertBobbobi sent you a poll
What does the future hold?
/
Bobbobi sent you a pollBobbobi sent you a poll
CancelCancelViewView
29
Onwards...
Let’s be where our audience is!Technology is availableOpps - co-creation / NPD, brand advocacy, engagement, listeningThreats – privacy, ‘me too’, data paralysis, non-industry players
/ 30
MR industry needs to keep up with opportunities tech gives us – there are more changes around the corner!....
Let’s listen...talk...engage....
Thank you
Mark Simon
Leader, Global Technology Practice
Thank you
Any questions?
@marklsimon