This document discusses how brands can harness social networks to bridge the gap with consumers. It provides examples of both successful and unsuccessful social media campaigns. Specifically, it outlines how brands can use social listening tools like Toluna to gather real-time insights from online communities. Brands can create their own surveys and launch them to Toluna's network of over 4 million members to obtain hundreds of responses within hours. This allows for faster, more agile market research. The document advocates that brands listen to customers, engage in conversations on social media, and give customers a voice in the development of products and marketing strategies.

1. Harnessing the power of Social Networks
Bridging the gap between Brands and Consumers
Mark Simon
Managing Director
Toluna

2. Online Behaviour is Changing....
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Infographic from Flowtown – ‘My Mom is on Facebook?’

3. What are people doing?
Source: www.digitalinspiration.com
Previously:
Marketing to the masses
Purchased by the individual
Now what? / 3

4. Harnessing social sources
The good and the bad (no ugly, sorry)
Doing it right
‘Bring back Wispa’ Campaign
“This was the first time that the power
of the Internet played such an intrinsic
role in the return of a Cadbury brand.”
Cadbury Schweppes
Getting it wrong
Gap Logo #Fail
180degree flip
Lessons to be learnt…
1. Brands already have a live research panel - it’s called Twitter and Facebook
2. Social Media is great help for some concept devt
3. Don’t source community reactions after the event
4. Evaluate community value early - then make research strategy decisions / 4
5. Social Media tools exist to establish what value a community adds

5. How are brands reacting?
More good news stories
Old Spice*
3 days - 180 videos
40m views in 1 week
1.4bn campaign impressions
Sales up 27% (107% in 1st mth)
Dell IdeaStorm
12,000 Members
84,000 comments
900,000 votes
*Source Wieden & Kennedy 1-5% of ideas usable
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X4 traffic in ‘10 vs ‘09
(e-week.com 2009)

6. Case study 1: Royal Mail Opinion Forum
Social media-driven insight in action
Why?
Feedback
Engagement
Relationship
Connection to community
Results?
Speed
Value
Grow research programme
Encourage creativity
Engaging staff and customers
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Industry recognition

7. Harnessing Communities...Real-time Insight
Toluna.com - 1m votes daily – 4m members
Context…
Community loves to vote, share opinions and has
massive scale
Brands and agencies need faster, more agile market
research solutions
Aims of the Toluna community…
Challenge low industry response rates and panel
recruitment challenges
Increase engagement with members
Low cost, fast, scalable, sharable solution for brands,
Turn votes & opinions into a nimble, ‘pay per survey’
model
Harnessed community traffic
Create your own survey of 1-15 questions
Launch surveys live to toluna.com
100-2,000 responses in hours
See results live
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Share questions and results

8. Case study 2: Sony Music
Social 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, 5000% increase in sale
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9. Onwards...
Let’s be where our audience is!
Technology is available!
Opportunities - co-creation / NPD, brand advocacy, engagement, listening
Threats – privacy, ‘me too’, innovation, data paralysis
So what do we need to do?
Listen...talk...engage....
It’s up to us to grasp this opportunity and to truly give our customers a seat
at the table....
Enjoy!
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10. Summary Day 1
Marketing is more difficult than it’s ever been
Monitoring / making sense of unstructured data is tough
Social media means loss of brand ownership – can we cope?
Technology available but figure out strategy then pick right tools
Educate internally, encourage behavioural shifts before going external
Story-telling and conversations are key – move beyond ‘product’
Threats can create opportunities and new ways of engaging with people
Social media – more powerful than trad comms? for greater good to society
Don’t forget to fill in your speaker evaluation forms
Presentations will be available in next 2-3 days
Drinks reception
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Thank you

11. Thank you
mark.simon@toluna.com
@marklsimon