toluna online

About us

Global footprint5,000 clientsSunday Times Tech Track Top 30 - 2011

Global market research panel 4m members in 38 countries

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4m members in 38 countries

Research technology providerEnterprise DIY

Technology & Social MediaTechnology & Social Media

A richer online research experience

Mark Simon

Leader, Global Technology Practice & UK Managing Director

Online Behaviour has changed....

/ 3Infographic from Flowtown – ‘My Mom is on Facebook?’

What are people doing?

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Source: www.digitalinspiration.com

By 2013, nearly 155 million US Internet users will consume some form of user-created content , up from almost 116 million in 2008. (eMarketer, 2010)

81 percent of consumers said they'd received advice from friends and followers relating to a product purchase through a social site (Click Z, January 2010)

Meanwhile with research

panels...panels...

Survey taking behaviours are changing too

Declining survey response rates Email overloadUntargeted, poorly designed, lengthy surveysTime poor

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Monetary incentives not the only solution...People looking for the next best offer – spiral of declineSocial rewards make big sites work: Yahoo Answers, Wikipedia, etc.Financial incentives –> survey completionSocial incentives –> site stickiness, traffic

Email ListsEmail Lists Online PanelsOnline PanelsPanel CommunitiesPanel Communities

Social MediaSocial Media

Reliable survey completion:

Apply social reward principles

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Give participants a seat at the decision-making tab leEnablers: share research results / impact with communityMember creation of content

Participation driven by ego or curiosity ‘I made a difference’ NOT - ‘I got paid’

Harnessing social media to drive the next

generation of online access panels

Toluna.com case studyToluna.com case study

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

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Turn votes & opinions into a nimble, ‘pay per survey’ model

Increase engagement with members

For our membersCreate personal profiles, polls and debates Get real time poll resultsRate and follow membersPublish polls & opinions externally

Richer member portraitsEvery vote or poll created or answered was added to profile

ALL the above allowed us to target surveys with a much higher level of precisionALL the above allowed us to target surveys with a much higher level of precision

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

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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.

Agencies

Toluna.com

Polls, votes and opinions - delivering value.........

Panellists

�Social Reward

�Information sharing

�NPD involvement

�Meeting new people

�Mobile or web

New Survey Alert

Survey on Cars

New Survey Alert

Survey on Cars

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Agencies

�Pre-screening / cost benefits

�Incidence & feasibility checks

�Reach niches groups rapidly

�Add value / colour to pitches

�Sense check ideas

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Brands

�Brand advocacy

�Co-creation

�Pre-screened customers

�Engaged product testers

�Reduce NPD cycle

Survey on CarsEarn 5,000 points

Survey on CarsEarn 5,000 points

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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

Case Study: Philips Steam System– Product Test

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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

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

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Business Results Oct-Dec

Gained No.1 market share position for steam systems

Product sales +33% YoY

Market share +14% YoY

The Social Media Model

NPD for MR AgenciesNPD for MR Agencies

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

RAPP is a full-service, integrated global agencyWho are RAPP?

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

What are some of their challenges?

Agency-side

Fast, cost effective and reliable consumer insight

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Limited budget and ad hoc requestsNeed to test big samples in a short space of time

Research needed for a large bank with a very tight scheduleTest UK consumer attitudes towards offers and deal space onlineLaunched 2 surveys to 500 respondents, results within 24hrs

Outcome?RAPP saved a lot of time and moneyClient was very impressed with results and turnaround time

How did they use QuickSurveys?

Pre-campaign - Elvis Duets (International)

Targeting

Song Selection

Artist collaborations

Strongest potential territories

Filling the Gaps - Media Channels & Song Testing (Aus)

Sony Music & QuickSurveys

Social media-driven traffic -> insight agility

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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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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

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Toluna members exposed to ad are identified

What?1. Structured data report 2. Sample for pre/post tests

Who?1. Media owners 2. Media agencies3. Ad research companies

Companies using BrandSpector include:

The Toluna Social Media Model

Future NPDFuture NPD

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”

A community built around a common interest

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“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

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

rather than them trying to “I joined because I think that Royal

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rather than them trying to

second guess my wants /

needs”

Mail are criticised unfairly on a lot

of occasions. As the public we

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”

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

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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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What’s next?.....

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Why?

Most Companies are on FB.....

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..with the objective to grow their fan base

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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

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motivation of fans

Understand them as individuals and as groups

Gain relevant insight to activate them into consumers

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

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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 !

New Poll AlertBobbobi sent you a poll

New Poll AlertBobbobi sent you a poll

What does the future hold?

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Bobbobi sent you a pollBobbobi sent you a poll

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Onwards...

Let’s be where our audience is!Technology is availableOpps - co-creation / NPD, brand advocacy, engagement, listeningThreats – privacy, ‘me too’, data paralysis, non-industry players

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MR industry needs to keep up with opportunities tech gives us – there are more changes around the corner!....

Let’s listen...talk...engage....

Thank you

Mark Simon

Leader, Global Technology Practice

Thank you

Any questions?

@marklsimon