Toluna ASC Social Media Conference Presentation 2010


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Toluna ASC Social Media Conference Presentation 2010

  1. 1. Online community management A richer social voting experience for today’s online panellist Mark Simon Managing Director Toluna UK
  2. 2. Agenda Purposes of online community Panel industry challenges Creating the world’s first online social voting community – Community features – Benefits for all stakeholders Social media driving NPD Summary
  3. 3. Online behaviours are changing.... More and more time is spent on social networks. – Connections, Messaging, Profiles, Following, Tagging – now familiar concepts – In 2009 av Facebook visit was 16 minutes, now 21 (Hitwise 2010) Activities: – Organising personal / business life – Facebook, LinkedIn – Research - Yahoo Answers, Wikipedia – Publishing – YouTube, Flickr, Wikipedia – Promotion / marketing / PR – Slideshare, MySpace – Meeting new people / interactions with common interest – Meet-up, Twitter, groups on FB, LI
  4. 4. Meanwhile with research panels...
  5. 5. Survey taking behaviours are changing Response rates to survey invites are declining – Email overload – Untargeted, poorly designed and lengthy surveys – More fun stuff to do elsewhere on the internet 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, Yahoo Movies, Wikipedia, etc. – Financial incentives – survey completion – Social incentives – site stickiness, traffic
  6. 6. Reliable survey completion Model needs to evolve Panel Internet Communities Traffic Online Panels Email Lists
  7. 7. Online Research Communities Key Characteristics A platform for social interaction & engagement – Explicit research aim – Blind or branded Allow member participation & content creation – Discussion forums, blogs, personal pages, member polling & ratings, online focus groups, live chat & wikis Participation driven by ego / social reward / curiosity – Sharing of results / changes with the community, member visibility – ‘I made a difference’
  8. 8. Online Communities Uses for research? “Traditional” social networking sites or blog Specialised websites for bespoke interaction on a large scale VIP communities
  9. 9. Harnessing social media to drive the next generation of online access panels case study
  10. 10. 1st social research networking site Aims – Challenge low response rates and recruitment challenges – Increase engagement with members 97% proprietary – Asp.Net and Java langs – Open source: Lucene, MySQL, memcache 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 single vote or poll created recorded against member profile – New ways of collecting opinions ALL the above allowed us to target surveys with a much higher level of precision
  11. 11. Creating a community...not just membership From 10,000 members in 1 country in 2003 to...4 million members in 34 countries in 2010 30,000 polls created a month by members 600,000 opinions posted a month by members Average time on site is 12 minutes per visit “Do you Recycle “Will you buy the to feel less guilty new iPad? about the environment?” “Smokers, thinking about quitting, if so “Do you do your how?” weekly food shop online?”
  12. 12. Member page Public profile Activity stream Auto-generate relevant topics Users following and followed Users can message other users
  13. 13. Survey page Win points only
  14. 14. Member-created polls Creating a Poll
  15. 15. Live polls appearing on site
  16. 16. Topics – user-generated debate Post comment or agree / disagree Toluna Status Ranking Users rate each other
  17. 17. Results Number of votes on March 2009 20,000,000 18,000,000 7,288,603 votes 16,000,000 by members Total number of votes 14,000,000 12,000,000 March 2010 10,000,000 17,513,596 votes 8,000,000 by members 6,000,000 4,000,000 2,000,000 H2 2010 0 1 million votes daily
  18. 18. What’s in it for... Panellists Agencies Social reward Pre-screening / cost benefits Financial reward Incidence & feasibility checks Informational reward Reach niches groups rapidly Product testing Add value / colour to pitches Meet new people / groups Sense check ideas Brands Toluna Brand advocacy Reduced panel recruitment £ Co-creation Increased member LTV Pre-screened customers Profiling depth Engaged product testers Pick up tough projects Reduce NPD cycle New products / revenue streams
  19. 19. Challenges we faced Usability – keeping it simple Scalable – many thousands of simultaneous users What worked really well – ie intuitive usage with no help – Member-to-member messaging – Sponsored polls Advice – Listen to your members and encourage feedback – Act on it! – Add instrumentation to track – Where members go – Site response times
  20. 20. Social Media Model How it informed our NPD
  21. 21. Polls 3 levels of participation 4 million members worldwide QuickSurveys Sponsored Polls Quick Votes
  22. 22. QuickSurveys Harnessing community traffic Self-service platform – Create 1-5 questions – E-commerce engine – pay per click – Video, image and audio – Live results and drill down into 5 key data points – Census rep algorithm – Fed directly from Toluna panels Harnessed community traffic – 100-2,000 responses in hours – See results live
  23. 23. Case Study: Philips Steam Systems Objectives: – To launch an integrated online campaign using, Facebook, Google – Build awareness and create a buzz – Get feedback from product users – Aid NPD – Targeted Surveys sent to respondents – Polls added to attract discussions around products – Targeted respondents selected for product testing – Reviews added on & third party sites – All content optimised for Google
  24. 24. 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 All content optimised - product listed on Top 2 natural search results on Google 423 unique visitors from Facebook to opinions Business Results Philips gained No.1 market share position in Oct - Dec for steam systems Product sales +33% on previous year during same period Market share +14% Oct – Dec 2009 Vs 2008
  25. 25. Measuring Digital Ad Effectiveness Via traffic 1,000,000+ panellists tagged 1. Online Ad is TAGGED. 2. TAG identifies Toluna cookies of Ad to be people seeing the ad. measured 3. Cookie includes Toluna universal panel ID number 4. The list with panel ID numbers + time stamp and location ID is stored on the server 5. Toluna can append panel data to universal panel IDs. Deliverables: Structured data report Sample for pre/post tests
  26. 26. Custom Panel Communities Build or buy? Since 2003, 120 clients using ‘Panel Portal’ Advice – build something scalable! Industries in time of change Lack of direct customer contact Brand advocacy and co-creation No longer an early adoption tool – Build vs buy an easier choice
  27. 27. Summary Social media applications – Benefits all stakeholders – Drives internal NPD – Reduces panel recruitment cost and increases member retention Self-service tools open up research to a wider audience New channel – so mistakes will be made! Future developments Social media hasn’t been a buzzword for Toluna – it’s provided competitive advantage
  28. 28. Thank you Any Questions?