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Strategies for Harnessing Social Media
for Effective B2C Marketing Research and
Product Development
Mark Simon, Managing Director, Toluna UK
Justin Cohen, Planning & Insight Consultant, Sony Music

TFM&A, 2nd March 2011
Agenda
  Social changes everything!

  Getting it wrong…

  The Marketplace

  Toluna QuickSurveys

  Case study: Sony Music
The Context
Online 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 Marketplace
Hello Social!
The Role of Panels and Technology
The Marketplace




 Lots of services available for different applications and requirements
Questions vs. Answers
Tech vs. Communities
                            Answers
                                        Services for
                                        delivering
                                        Answers




                                      Social Communities

 Technology




  Tools for
  asking
  Questions     Questions
Structured vs. Unstructured
Panel 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 Next
Generation of Panels
Toluna QuickSurveys
Social NPD: harnessing
toluna.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 profile


ALL the above allowed us to target surveys with a much higher level of precision
Toluna.com: the results
Creating community, not just membership
10,000 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: harnessing
toluna.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 Music

Pre-Campaign
-Elvis Duets (International)
     - Targeting
     - Song Selection
     - Artist collaborations
     - Strongest potential territories

Market Success
- Lullaby Kids (UK)
     - Consumer’s opinions
     - Propensity to buy
     - Segmented targeting
     - Insight to instant returns

Filling 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 QuickSurveys2.0
Case Study – Willow Smith
2000 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 time
Do come and visit us on stand   MR3
mark.simon@toluna.com
Twitter: @marklsimon / @tolunaquick

justin.cohen@sonymusic.com
Twitter: @JustinMTL

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Strategies for Harnessing Social Media for Effective B2C Marketing Research and Product Development

  • 1. Strategies for Harnessing Social Media for Effective B2C Marketing Research and Product Development Mark Simon, Managing Director, Toluna UK Justin Cohen, Planning & Insight Consultant, Sony Music TFM&A, 2nd March 2011
  • 2. Agenda Social changes everything! Getting it wrong… The Marketplace Toluna QuickSurveys Case study: Sony Music
  • 4. Online behaviours are changing Infographic from Flowtown ‘My Mom is on Facebook?’
  • 5. 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
  • 6. 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
  • 7. 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
  • 9. 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
  • 10. The New Research Marketplace Hello Social! The Role of Panels and Technology
  • 11. The Marketplace Lots of services available for different applications and requirements
  • 12. Questions vs. Answers Tech vs. Communities Answers Services for delivering Answers Social Communities Technology Tools for asking Questions Questions
  • 13. Structured vs. Unstructured Panel 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
  • 14. 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
  • 15. Harnessing Social Media to Drive the Next Generation of Panels Toluna QuickSurveys
  • 16. Social NPD: harnessing toluna.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 profile ALL the above allowed us to target surveys with a much higher level of precision
  • 17. Toluna.com: the results Creating community, not just membership 10,000 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?”
  • 18. TolunaQuick: harnessing toluna.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!
  • 19. 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
  • 20. 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
  • 21. In action - Econsultancy Create a survey in the morning, publish blog posts and reports within hours
  • 23. 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
  • 24. How have we used Toluna in the past? Case Study – Sony Music Pre-Campaign -Elvis Duets (International) - Targeting - Song Selection - Artist collaborations - Strongest potential territories Market Success - Lullaby Kids (UK) - Consumer’s opinions - Propensity to buy - Segmented targeting - Insight to instant returns Filling the Gaps - Media Channels & Song Testing (Australia) - Sony Music segments and Australian Newspapers - Song testing - Effective and simple
  • 25. 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
  • 26. Toluna QuickSurveys2.0 Case Study – Willow Smith 2000 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
  • 27. Thank you for your time Do come and visit us on stand MR3 mark.simon@toluna.com Twitter: @marklsimon / @tolunaquick justin.cohen@sonymusic.com Twitter: @JustinMTL