toluna sony music tfm&a2011

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

Mark Simon, Managing Director, Toluna UKJustin Cohen, Planning & Insight Consultant, Sony M usic

TFM&A, 2nd March 2011

Agenda

Social changes everything!

Getting it wrong…

The Marketplace

Toluna QuickSurveysToluna QuickSurveys

Case study: Sony Music

The ContextThe ContextOnline Behaviours Are Changing

Online behaviours are changingInfographic from Flowtown‘My Mom is on Facebook?’

Getting Answers to Make Better Decisions

Traditional market research approaches plus:1. Social networking sites or blogs2. Research sites for interaction on a large scale3. 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 ListsEmail Lists Online PanelsOnline PanelsPanel

CommunitiesPanel

CommunitiesSocial MediaSocial 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…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 MarketplaceThe New Research MarketplaceHello 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

Questions

Social Communities

Technology

Tools for asking Questions

StructuredBrand R&D Services

Quick and scalable

Assured response

Structured assets (data manipulation)

CRM/Review/Commerce Services

Managed services

Highly scalable

Service level agreements

Structured vs. Unstructured Panel vs. Social

Unstructured

Social (Unmanaged)Panel (Managed)Consumer Research

Specific Q&A

Social (media) responses

Hard to manipulate

Broad residual value (Google/SEO/ Share-ability and PR)

Value

Structured

How can we develop our back catalogue?

How can we help customers buy online?

Unstructured

Social (Unmanaged)

Panel (Managed)

Who are the top Social Media gurus?

catalogue?buy online?

Harnessing Social Media to Drive the Next Generation of PanelsGeneration of PanelsToluna 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 – 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 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

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

Toluna.com: the resultsCreating community, not just membership

“Do you Recycle to feel less guilty

about the environment?”

“Do you do your weekly food shop

online?”

“Will you buy the new iPad?

“Smokers, thinking about quitting, if so

how?”

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, region, size (and credits)... and launch

Build surveys quickly from scratch with simple, intuitive interface

Surveys can be distributed via email,

QuickSurveys: how it works

Immediate, rich reporting outputs - results can be shared on Social Networks, or downloaded (and reused) in a variety of standard formats

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)

In action - Econsultancy

Create a survey in the morning, publish blog posts and reports within hours

Case Study: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 product s.

- 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 SuccessMarket 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- Set age and gender targets- Cross tabbing questions- Embedded multimedia

Online Communities- Fast quant turnaround - Branded environment - Online qualitative insight- Sharing surveys & reports

Toluna QuickSurveys2.0Case Study – Willow Smith

What’s possible:- Combination of Quantitative and Qualitative data- Tag clouds to find themes with ease- Embedded multimedia- Automated reports: Excel, PowerPoint & PDF

How we used it:- Objective: Is she for kids, adults or both?

Favourite Image

2000 Respondents, 2 Territories, 2 Days

- Image Selection & Reasoning- Opinions about Willow- Video and Song Rating- How consumer heard about Willow

Video Rating

“It makes her look more energetic & fun.”

Thank you for your time

Do come and visit us on stand MR3

mark.simon@toluna.comTwitter: @marklsimon / @tolunaquick

justin.cohen@sonymusic.comTwitter: @JustinMTL