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Creating real-time content from DIY researchHow agencies win new business & add value to existing clientsMark Simon, MD Gl...
We’ll cover… Social media & market research landscape Case study: Toluna.com & TolunaQuick Real-time research in action Ca...
Toluna – Market Research Enabler  Global footprint     5,000+ clients     60,000+ DIY survey users     Sunday Times Tech T...
Online behaviour changed Source: www.digitalinspiration.com
Survey-taking behaviours changedSurvey-taking opportunities didn’t   Declining survey response rates    • Email overload  ...
Case Study: Toluna.comHarnessing community traffic  Context • Community loves to vote, share opinions and    has massive s...
Case Study: Toluna.comHarnessing community trafficMembers of the community :      Create personal profiles      Create pol...
Custom polls for instant opinions  Across 39 countries  50 to 2000 responses overnight  Over 80,000 live polls at anytime ...
The value of Toluna.com       To our members         Social reward      Information sharing       NPD involvement      Mee...
The value of Toluna.com           To Brands         Brand advocacy           Co-creation     Engaged product testers      ...
The value of Toluna.com          To Agencies        Sense check ideas    Rapidly shortlist concepts        Feasibility che...
Toluna.com: the resultsCommunity, not membership10,000 members in 1 country in 2003 to...4m+ members in 39countries in 201...
Toluna.com 2012
Impact of Toluna.com 2012US Beta site March => organic member acquisition 500%+  16000  14000  12000  10000   8000   6000 ...
Next step: TolunaQuickHarnessing toluna.com traffic   Self-service platform                     50k users in first 6mths  ...
Guess number of interviewscompleted by the end of our         session?
RAPP London & TolunaThe value of real time quantitativeresearchJune 2012
What we do    • RAPP is a full-service, integrated global agency    • We offer the following services in the UK:       ‒ D...
Who we do it for
IntroductionAs research has progressed over the last few years it has becomeapparent to agencies, such as RAPP, that our c...
Our challenges •   Last minute requests from external clients and internal strategists •   Need to test creative ideas and...
Our solution – Toluna   Create                      Get   survey                    results                    Launch     ...
A recent client exampleChallenge: Research for a large bank with a very tight schedule. Test consumer attitudestowards the...
In a client situation……you have the ability to answer questions that are keepingthem awake at night quickly and insightful...
A recent new business exampleChallenge: Pitch to support the Alzheimer’s Society in order to develop a more sustainablepla...
UNICEF - A pitch win!Challenge: Pitch to create a Christmas campaign for UNICEF – we needed to understand 2specific consum...
In a new business situation……whether a win or a loss,the client feedback hasconsistently been howimpressive it is for anag...
TolunaQuick enables RAPP to…• Gain consumer understanding in real time• Build on existing client relationships by being th...
Let’s look at the survey         results
“Agency business is always fast moving, but developing an entirecampaign strategy in one week with camera crews filming yo...
Find out more on stand A734     Any questions?
Toluna & RAPP - Using DIY Research to Win New Business Pitches
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Toluna & RAPP - Using DIY Research to Win New Business Pitches

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How the explosion in social media allowed Toluna to generate the next generation of market research tools for the masses - with focus on how marcomms agencies win new business and add value to existing clients using such tools.

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Toluna & RAPP - Using DIY Research to Win New Business Pitches

  1. 1. Creating real-time content from DIY researchHow agencies win new business & add value to existing clientsMark Simon, MD Global Technology Practice, TolunaKirsty Higgins, Head of Insight, RappOnline Marketing Show, 27th June 2012
  2. 2. We’ll cover… Social media & market research landscape Case study: Toluna.com & TolunaQuick Real-time research in action Case study: RAPP
  3. 3. Toluna – Market Research Enabler Global footprint 5,000+ clients 60,000+ DIY survey users Sunday Times Tech Track Top 30 Global market research panel 4m+ members in 39 countries Research technology provider Enterprise DIY/e-commerce
  4. 4. Online behaviour changed Source: www.digitalinspiration.com
  5. 5. Survey-taking behaviours changedSurvey-taking opportunities didn’t Declining survey response rates • Email overload • Untargeted, poorly designed and lengthy surveys • Limited time and attention Monetary incentives not only solution... • People looking for the next best offer – data quality? • Social rewards make big sites work: Yahoo Answers, Wikipedia, etc. • Financial incentives – survey completion • Social incentives – site stickiness, traffic
  6. 6. Case Study: Toluna.comHarnessing community traffic Context • Community loves to vote, share opinions and has massive scale • Brands and agencies need faster, more agile market research solutions Toluna’s aims • Challenge low industry participation rates • Increase member engagement • Low cost, fast, scalable, sharable solution for brands, PR agencies, SMEs, charities, students • Turn votes & opinions into a nimble, ‘pay per survey’ model
  7. 7. Case Study: Toluna.comHarnessing community trafficMembers of the community : Create personal profiles Create polls and debates Test products View real-time poll results Rate and follow members Publish polls and opinions externally Facebook Connect Earn rewards – points and prizes Every single vote or poll created is recorded against member profile => richer member portraits
  8. 8. Custom polls for instant opinions Across 39 countries 50 to 2000 responses overnight Over 80,000 live polls at anytime Over 4 million participants
  9. 9. The value of Toluna.com To our members Social reward Information sharing NPD involvement Meeting new people 9
  10. 10. The value of Toluna.com To Brands Brand advocacy Co-creation Engaged product testers Reduce NPD cycle 1 0
  11. 11. The value of Toluna.com To Agencies Sense check ideas Rapidly shortlist concepts Feasibility checks Add value / colour to pitches 1 1
  12. 12. Toluna.com: the resultsCommunity, not membership10,000 members in 1 country in 2003 to...4m+ members in 39countries in 2012 March 2009 7m votes by members Jan 2012 45m votes “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?”
  13. 13. Toluna.com 2012
  14. 14. Impact of Toluna.com 2012US Beta site March => organic member acquisition 500%+ 16000 14000 12000 10000 8000 6000 4000 2000 0 February March April
  15. 15. Next step: TolunaQuickHarnessing toluna.com traffic Self-service platform 50k users in first 6mths – Create 1-15 questions Users in 100+ countries – Target demographics £1m+ in revenue – Multiple question types – Census rep algorithm Let’s take a look – E-commerce / pay per click – 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 for FREE with your respondents
  16. 16. Guess number of interviewscompleted by the end of our session?
  17. 17. RAPP London & TolunaThe value of real time quantitativeresearchJune 2012
  18. 18. What we do • RAPP is a full-service, integrated global agency • We offer the following services in the UK: ‒ Data & CRM ‒ Creative across all channels ‒ Strategy ‒ Media buying & planning ‒ Telephone services management ‒ Experiential marketing • We carry out research internally to bolster our strategy and create compelling narratives for our clients on ad hoc basis
  19. 19. Who we do it for
  20. 20. IntroductionAs research has progressed over the last few years it has becomeapparent to agencies, such as RAPP, that our clients increasinglywant insights about their consumers in real timeAt RAPP we are always on the look out for the most innovative andeffective research techniques to fuel strategic stories for our existingclients but also new business prospects. And quickly.This is where Toluna comes in…
  21. 21. Our challenges • 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 • Need to test big samples in a short space of time
  22. 22. Our solution – Toluna Create Get survey results Launch survey
  23. 23. A recent client exampleChallenge: Research for a large bank with a very tight schedule. Test consumer attitudestowards the offers and deal space online in the UK to inform their thinking
  24. 24. In a client situation……you have the ability to answer questions that are keepingthem awake at night quickly and insightfully by creating a wellthought out questionnaire, pushing it out to their consumersusing the Toluna Quick survey tool and then running analysison the results. This all adds to enhancing client relationships
  25. 25. A recent new business exampleChallenge: Pitch to support the Alzheimer’s Society in order to develop a more sustainableplatform for generating income and establish longer-term relationships with their funders,commissioners and commercial partners.
  26. 26. UNICEF - A pitch win!Challenge: Pitch to create a Christmas campaign for UNICEF – we needed to understand 2specific consumer groups’ attitudes to Christmas and also how they felt about giving tocharitable giving at this time
  27. 27. In a new business situation……whether a win or a loss,the client feedback hasconsistently been howimpressive it is for anagency to carry outquantitative research in sucha short period of time to gainvaluable insights into theirconsumers and/or brand
  28. 28. TolunaQuick enables RAPP to…• Gain consumer understanding in real time• Build on existing client relationships by being the go-to agency for quick turnaround, quantitative, insight and aiding organic project growth• Do quick dip creative ‘adcept’ testing, to fuel campaign ideas• Feed research into all new business pitches to bolster strategy & thinking
  29. 29. Let’s look at the survey results
  30. 30. “Agency business is always fast moving, but developing an entirecampaign strategy in one week with camera crews filming your everymove is quite a unique experience. Since we were under immense time pressure, we fielded a study using TolunaQuick. It is a perfect tool for quick turnaround research needs like this! Robert Herbst, Research Director, FKM New York on his recent experience and the agency’s win on AMC’s ‘The Pitch:’
  31. 31. Find out more on stand A734 Any questions?

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