Value Proposition canvas- Customer needs and pains
Toluna Online
1. About us
Global footprint
5,000 clients
Sunday Times Tech Track Top 30 - 2011
Global market research panel
4m members in 38 countries
Research technology provider
Enterprise
DIY
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2. Technology & Social Media
A richer online research experience
Mark Simon
Leader, Global Technology Practice & UK Managing Director
3. Online Behaviour has changed....
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Infographic from Flowtown – ‘My Mom is on Facebook?’
4. What are people doing?
Source: www.digitalinspiration.com
By 2013, nearly 155 million US Internet 81 percent of consumers said they'd
users will consume some form of user- received advice from friends and
created content, up from almost 116 followers relating to a product
million in 2008. (eMarketer, 2010) purchase through a social site
(Click Z, January 2010)
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6. Survey taking behaviours are changing too
Declining survey response rates
Email overload
Untargeted, poorly designed, lengthy surveys
Time poor
Monetary incentives not the only solution...
People 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
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7. Reliable survey completion:
Apply social reward principles
Email Lists Online Panels
Panel Social
Communities
Media
Give participants a seat at the decision-making table
Enablers: share research results / impact with community
Member creation of content
Participation driven by ego or curiosity
‘I made a difference’ NOT - ‘I got paid’
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8. Harnessing social media to drive the next
generation of online access panels
Toluna.com case study
9. Toluna.com – Creating community not membership
1st social research networking site
Context
Community loves to vote, share opinions and has massive scale
Brands and agencies need faster, more agile market research solutions
Toluna aims
Challenge low industry response rates and panel recruitment challenges
Low cost, fast, scalable, sharable solution for brands, PR agencies, SMEs, students
Turn votes & opinions into a nimble, ‘pay per survey’ model
Increase engagement with members
For our members
Create personal profiles, polls and debates
Get 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
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10. Toluna.com
10,000 members 2003, 4m in 2011
March 2009
7.2 million votes a
month by members
March 2010
17.5 million votes a
month by members
Jan 2011
Over 1 million votes a
day by members – site
time = 12 mins / visit
20,147 Polls and
Opinions created
yesterday in the UK. / 10
11. Toluna.com
Polls, votes and opinions - delivering value.........
Panellists
Social Reward
Information sharing
NPD involvement
Meeting new people
Mobile or web
New Survey Alert
Agencies Survey on Cars
Pre-screening / cost benefits Earn 5,000 points
Incidence & feasibility checks Cancel
View
Reach niches groups rapidly
Add value / colour to pitches
Sense check ideas
Brands
Brand advocacy
Co-creation
Pre-screened customers
Engaged product testers
Reduce NPD cycle / 11
12. Toluna.com
Case Study: Philips Steam System– Product Test
Objectives:
To launch an integrated online campaign
using toluna.com, Facebook, Google
Build awareness and create a buzz
Get feedback from product users
Aid NPD
Toluna.com
Targeted surveys sent to respondents
Polls added to attract discussions around products
Targeted respondents selected for product testing
Reviews added on Toluna.com & third party sites
All content optimised for Google
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13. 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 Toluna.com. All content optimised - product listed
on Top 2 natural search results on Google
423 unique visitors from Facebook to toluna.com opinions
Business Results Oct-Dec
Gained No.1 market share position for steam systems
Product sales +33% YoY
Market share +14% YoY
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15. E-commerce brand
DIY online surveys
Up to 15 questions
Targeting to toluna.com demographics
Real-time results
Social! Surveys, results, templates
Free to use for non-Toluna respondents
16. Agency-side
Fast, cost effective and reliable consumer insight
Who are RAPP?
RAPP is a full-service, integrated global agency
What are some of their 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
How did they use QuickSurveys?
Research needed for a large bank with a very tight schedule
Test UK consumer attitudes towards offers and deal space online
Launched 2 surveys to 500 respondents, results within 24hrs
Outcome?
RAPP saved a lot of time and money
Client was very impressed with results and turnaround time
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17. Sony Music & QuickSurveys
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, 4 figure % increase in sales
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19. BrandSpector - Measuring Digital Ad Effectiveness
Via toluna.com traffic – 1.9m members tagged
Why?
Death of click through?
Agency primacy
How?
Drop pixel onto digital ad
Toluna members exposed to
ad are identified
What?
1. Structured data report
2. Sample for pre/post tests Companies using BrandSpector include:
Who?
1. Media owners
2. Media agencies
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3. Ad research companies
21. A community built around a common interest
Why did Brass create an online panel
community for Royal Mail?
“We wanted customers to feel like they’ve
entered into a real and exclusive relationship
with Royal Mail”
“We want them to feel motivated, engaged
and inspired to share their opinions”
“We want them to connect to others within the
community to debate topical issues, and to be
part of the community over the longer-term”
Speed * Value * Enabling Research * Engaging customers & staff
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22. Why do people join?
“I hope to help better shape
best practice and let Royal
Mail know exactly what I, as a
customer, want from them “I joined because I think that Royal
rather than them trying to Mail are criticised unfairly on a lot
second guess my wants / of occasions. As the public we
needs” need to cherish and support them”.
“I decided to join as I need the Royal Mail to listen - and
take into account our comments and suggestions”
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23. MR agencies offering communities
Move beyond project nature of research
Increased margins and revenue
Strategic, future-proofed relationship with clients
Broaden research offer into clients
Pick up work you wouldn’t normally be considered for
Generate contacts outside of insight depts
Put insight at the heart of client marketing strategy
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27. Our audience is there too!
But just marketing to Fans is not enough...
Need to engage with fans &
ask questions
Understand the nature and
motivation of fans
Understand them as
individuals and as groups
Gain relevant insight to
activate them into
consumers
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28. PanelPortal Connect
What can Facebook brand fans help with?
Further personal information i.e. Interests/hobbies
Their product and concept ideas
Whether or not a product or concept will work
How they use the product
How they feel about the product / brand
Turbo-charge community recruitment
Context / richness of data beyond FB reg process
And, don’t forget, they can also tell others about your
client’s products!
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29. What does the future hold?
New Poll Alert
Bobbobi sent you a poll
View Cancel
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30. Onwards...
Let’s be where our audience is!
Technology is available
Opps - co-creation / NPD, brand advocacy, engagement, listening
Threats – privacy, ‘me too’, data paralysis, non-industry players
MR industry needs to keep up with opportunities tech gives us – there
are more changes around the corner!....
Let’s listen...talk...engage....
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