Toluna sony music tfm&a2011
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Toluna sony music tfm&a2011 Toluna sony music tfm&a2011 Presentation Transcript

  • Strategies for Harnessing Social Mediafor Effective B2C Marketing Research andProduct DevelopmentMark Simon, Managing Director, Toluna UKJustin Cohen, Planning & Insight Consultant, Sony MusicTFM&A, 2nd March 2011
  • Agenda Social changes everything! Getting it wrong… The Marketplace Toluna QuickSurveys Case study: Sony Music
  • The ContextOnline Behaviours Are Changing
  • Online behaviours are changing Infographic from Flowtown ‘My Mom is on Facebook?’
  • Getting Answers to Make Better Decisions Traditional market research approaches plus: 1. Social networking sites or blogs 2. Research sites for interaction on a large scale 3. VIP communities
  • Survey-taking behaviours are changing Response rates to survey invites are declining – Email overload – Untargeted, poorly designed and lengthy surveys – Our time and attention is limited: better stuff to do elsewhere on web Monetary incentives only are not the solution... – People always 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:Model needs to evolve Email Lists Online Panels Panel Social Communities Media Allow member participation & creation of content – Discussion forums, blogs, personal pages, member polling & ratings, online focus groups, live chat & wikis Participation driven by ego / reward / curiosity – Sharing of results and impact with the community, member visibility – ‘I made a difference’ NOT - ‘I got paid’ – Give respondents a seat at the decision-making table
  • Getting it Wrong…
  • Gap Logo: Social Media Fail? No community research for rebranding => SM backlash 180 degree flip - decided to crowd-source a logo #SocialMediaFail: consumers didn’t want a new logo Lessons: 1. Brands already have a live panel - it’s called Twitter and Facebook 2. Social Media is great help for some concept devt – Ask and you will get a response – Don’t ask and you might get a surprise 3. Don’t source community reactions after the event 4. Evaluate community value early - then make research strategy decisions 5. Use Social Media and other research tools to establish value community adds – Brandwatch, Radian6 etc
  • The New Research MarketplaceHello Social!The Role of Panels and Technology
  • The Marketplace Lots of services available for different applications and requirements
  • Questions vs. AnswersTech vs. Communities Answers Services for delivering Answers Social Communities Technology Tools for asking Questions Questions
  • Structured vs. UnstructuredPanel vs. Social CRM/Review/Commerce Services Structured Managed services Brand R&D Services Highly scalable Quick and scalable Service level agreements Assured response Structured assets (data manipulation) Panel (Managed) Social (Unmanaged) Consumer Research Specific Q&A Social (media) responses Hard to manipulate Broad residual value (Google/SEO/ Share-ability and PR) Unstructured
  • Value Structured How can we help customers How can we develop our back buy online? catalogue? Social (Unmanaged) Panel (Managed) Who are the top Social Media gurus? Unstructured
  • Harnessing Social Media to Drive the NextGeneration of PanelsToluna QuickSurveys
  • Social NPD: harnessingtoluna.com community traffic Context – Community loves to vote, share opinions and has massive scale – Brands and agencies need faster, more agile market research solutions Aims – Challenge low industry response rates and panel recruitment challenges – Increase engagement with members – Low cost, fast, scalable, sharable solution for brands, PR agencies, SMEs, students – Turn votes & opinions into a nimble, ‘pay per survey’ model Member engagement concepts: – Personal profiles – Member-created polls and debates – Real time poll results – Rate and follow members – Publish polls & opinions externally Richer 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.com: the resultsCreating community, not just membership10,000 members in 1 country in 2003 to...4m members in 34 countries in 2010 March 2009 7,288,603 votes by members Dec 2010 1 million votes daily “Do you Recycle to “Will you buy the feel less guilty new iPad? about the environment?” “Smokers, thinking about quitting, if so “Do you do your how?” weekly food shop online?”
  • TolunaQuick: harnessingtoluna.com community traffic Self-service platform - TolunaQuickSurveys– Create 1-15 questions– E-commerce engine – pay per click– Fun and engaging templates– Census rep algorithm– Speed, cost and simplicity benefits Harnessed community traffic– Surveys go on toluna.com– 100-2,000 responses in hours– See results live– Share questions and results– Use it for FREE with your crowd!
  • QuickSurveys: how it works Create structured questions (and answers) with ability to add rich media content Establish scope, Build surveys region, size (and quickly from credits)... and launch scratch with simple, intuitive interface
  • QuickSurveys: how it works Surveys can be distributed via email, Social Media, web page embeds and links for maximum shareability and awareness Free when using your own contacts / lists (viral) Immediate, rich reporting outputs - results can be shared on Social Networks, or downloaded (and reused) in a variety of standard formats
  • In action - Econsultancy Create a survey in the morning, publish blog posts and reports within hours
  • Case Study:
  • Sony Music & Toluna - Fast turn around: Days rather than weeks - Cost effective way of surveying consumers - Test songs and videos - Plan back catalogue releases - Fast insight turnaround on short-deadline projects - Determine the feasibility of new products - Understanding our target market for certain products. - Multi-Territory surveys in native languages
  • How have we used Toluna in the past?Case Study – Sony MusicPre-Campaign-Elvis Duets (International) - Targeting - Song Selection - Artist collaborations - Strongest potential territoriesMarket Success- Lullaby Kids (UK) - Consumer’s opinions - Propensity to buy - Segmented targeting - Insight to instant returnsFilling the Gaps- Media Channels & Song Testing (Australia) - Sony Music segments and Australian Newspapers - Song testing - Effective and simple
  • Moving Forward – Products and Services Toluna QuickSurveys2.0 - Self service - Qualitative insights - Source data - Automated reports - Mapping our segments - Set age and gender targets - Cross tabbing questions - Embedded multimedia Online Communities - Fast quant turnaround - Branded environment - Online qualitative insight - Sharing surveys & reports
  • Toluna QuickSurveys2.0Case Study – Willow Smith2000 Respondents, 2 Territories, 2 Days What’s possible: - Combination of Quantitative and Qualitative data - Tag clouds to find themes with ease Favourite Image - Embedded multimedia - Automated reports: Excel, PowerPoint & PDF How we used it: - Objective: Is she for kids, adults or both? - Image Selection & Reasoning - Opinions about Willow - Video and Song Rating - How consumer heard about Willow “It makes her look more energetic & fun.”Video Rating
  • Thank you for your timeDo come and visit us on stand MR3mark.simon@toluna.comTwitter: @marklsimon / @tolunaquickjustin.cohen@sonymusic.comTwitter: @JustinMTL