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Toluna Online
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Toluna Online






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    Toluna Online Toluna Online Presentation Transcript

    • About us Global footprint 5,000 clients Sunday Times Tech Track Top 30 - 2011 Global market research panel 4m members in 38 countries Research technology provider Enterprise DIY /
    • Technology & Social MediaA richer online research experienceMark SimonLeader, Global Technology Practice & UK Managing Director
    • Online Behaviour has changed.... / 3Infographic from Flowtown – ‘My Mom is on Facebook?’
    • What are people doing?Source: www.digitalinspiration.com By 2013, nearly 155 million US Internet 81 percent of consumers said theyd users will consume some form of user- received advice from friends and created content, up from almost 116 followers relating to a product million in 2008. (eMarketer, 2010) purchase through a social site (Click Z, January 2010) / 4
    • Meanwhile with researchpanels...
    • Survey taking behaviours are changing too Declining survey response rates Email overload Untargeted, poorly designed, lengthy surveys Time poor Monetary incentives not the only solution... People looking for the next best offer – spiral of decline Social rewards make big sites work: Yahoo Answers, Wikipedia, etc. Financial incentives –> survey completion Social incentives –> site stickiness, traffic /
    • Reliable survey completion: Apply social reward principlesEmail Lists Online Panels Panel Social Communities Media Give participants a seat at the decision-making table Enablers: share research results / impact with community Member creation of content Participation driven by ego or curiosity ‘I made a difference’ NOT - ‘I got paid’ /
    • Harnessing social media to drive the nextgeneration of online access panelsToluna.com case study
    • Toluna.com – Creating community not membership1st social research networking siteContext Community loves to vote, share opinions and has massive scale Brands and agencies need faster, more agile market research solutionsToluna 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 membersFor our members Create personal profiles, polls and debates Get real time poll results Rate and follow members Publish polls & opinions externallyRicher member portraits Every vote or poll created or answered was added to profileALL the above allowed us to target surveys with a much higher level of precision /
    • Toluna.com10,000 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 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. / 10
    • Toluna.comPolls, votes and opinions - delivering value......... Panellists Social Reward Information sharing NPD involvement Meeting new people Mobile or web New Survey Alert Agencies Survey on Cars Pre-screening / cost benefits Earn 5,000 points Incidence & feasibility checks Cancel View Reach niches groups rapidly Add value / colour to pitches Sense check ideas Brands Brand advocacy Co-creation Pre-screened customers Engaged product testers Reduce NPD cycle / 11
    • Toluna.comCase Study: Philips Steam System– Product Test 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 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 ResultsToluna 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 ModelNPD for MR Agencies
    • E-commerce brand DIY online surveys Up to 15 questionsTargeting to toluna.com demographics Real-time results Social! Surveys, results, templatesFree to use for non-Toluna respondents
    • Agency-side Fast, cost effective and reliable consumer insightWho are RAPP?RAPP is a full-service, integrated global agencyWhat are some of their challenges?Last minute requests from external clients and internal strategistsNeed to test creative ideas and work that is in progress quicklyLimited budget and ad hoc requestsNeed to test big samples in a short space of timeHow did they use QuickSurveys?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 24hrsOutcome?RAPP saved a lot of time and moneyClient was very impressed with results and turnaround time / 16
    • Sony Music & QuickSurveysSocial media-driven traffic -> insight agility Pre-campaign - Elvis Duets (International) Targeting Song Selection Artist collaborations Strongest potential territories 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 / 17
    • / 18
    • BrandSpector - Measuring Digital Ad EffectivenessVia 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 Companies using BrandSpector include: Who? 1. Media owners 2. Media agencies / 3. Ad research companies
    • The Toluna Social Media ModelFuture NPD
    • A community built around a common interest 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” “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 / 21
    • 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 “I joined because I think that Royal rather than them trying to Mail are criticised unfairly on a lot second guess my wants / of occasions. As the public we needs” 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” / 22
    • 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?.....Why? / 24
    • 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 Understand them as individuals and as groups Gain relevant insight to activate them into consumers / 27
    • 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 How they use the product How they feel about the product / brand Turbo-charge community recruitment Context / richness of data beyond FB reg processAnd, don’t forget, they can also tell others about yourclient’s products! / 28
    • What does the future hold? New Poll Alert Bobbobi sent you a poll View Cancel / 29
    • Onwards... Let’s be where our audience is! Technology is available Opps - co-creation / NPD, brand advocacy, engagement, listening Threats – privacy, ‘me too’, data paralysis, non-industry playersMR industry needs to keep up with opportunities tech gives us – thereare more changes around the corner!....Let’s listen...talk...engage.... / 30
    • Thank youAny questions?Mark SimonLeader, Global Technology Practice @marklsimon