toluna asc social media conference presentation 2010
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TRANSCRIPT
Online community management A richer social voting experience for A richer social voting experience for today’s online panellist
Mark SimonManaging Director Toluna UK
Agenda
Purposes of online communityPanel industry challengesCreating the world’s first online social voting community Toluna.com Toluna.com – Community features– Benefits for all stakeholders
Social media driving NPDSummary
Online behaviours are changing....
More and more time is spent on social networks. – Connections, Messaging, Profiles, Following, Tagging – now familiar concepts– In 2009 av Facebook visit was 16 minutes, now 21 (Hitwise 2010)
Activities:– Organising personal / business life – Facebook, LinkedIn– Organising personal / business life – Facebook, LinkedIn– Research - Yahoo Answers, Wikipedia– Publishing – YouTube, Flickr, Wikipedia– Promotion / marketing / PR – Slideshare, MySpace– Meeting new people / interactions with common interest – Meet-up, Twitter,
groups on FB, LI
Meanwhile with research panels...
Survey taking behaviours are changing
Response rates to survey invites are declining– Email overload– Untargeted, poorly designed and lengthy surveys– More fun stuff to do elsewhere on the internet
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, Yahoo
Movies, Wikipedia, etc.– Financial incentives – survey completion– Social incentives – site stickiness, traffic
Reliable survey completionModel needs to evolve
Online Panels
Panel CommunitiesInternet
Traffic
Email Lists
Panels
Online Research CommunitiesKey Characteristics
A platform for social interaction & engagement– Explicit research aim– Blind or branded
Allow member participation & content creationAllow member participation & content creation– Discussion forums, blogs, personal pages, member polling
& ratings, online focus groups, live chat & wikis
Participation driven by ego / social reward / curiosity – Sharing of results / changes with the community, member
visibility– ‘I made a difference ’
Online CommunitiesUses for research?
“Traditional” social networking sites or blogSpecialised websites for bespoke interaction on a large scaleVIP communities
Harnessing social media to drive the next generation of online access panelsgeneration of online access panels
Toluna.com case study
Toluna.com1st social research networking site
Aims– Challenge low response rates and recruitment challenges– Increase engagement with members
97% proprietary– Asp.Net and Java langs– Open source: Lucene, MySQL, memcache
Engagement concepts: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 single vote or poll created recorded against member profile– New ways of collecting opinions
ALL the above allowed us to target surveys with a much higher level of ALL the above allowed us to target surveys with a much higher level of precisionprecision
From 10,000 members in 1 country in 2003 to...4 mil lion members in 34 countries in 2010
30,000 polls created a month by members 600,000 opinions posted a month by membersAverage time on site is 12 minutes per visit
Toluna.comCreating a 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?”
Toluna.comMember page
Public profile
Activity stream
Auto-generate relevant topics
Users following and followed
Users can message other users
Toluna.comSurvey page
Win points only
Creating a Poll
Toluna.comMember-created polls
Toluna.comLive polls appearing on site
Toluna.comTopics – user-generated debate
Post comment or agree / disagree
Users rate each other
Toluna Status Ranking
Toluna.comResults
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
num
ber
of v
otes
Number of votes on Toluna.com March 2009 7,288,603 votes by members
March 201017,513,596 votes
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
Tot
al n
umbe
r
17,513,596 votes by members
H2 20101 million votes daily
What’s in it for...
Agencies�Pre-screening / cost benefits�Incidence & feasibility checks�Reach niches groups rapidly�Add value / colour to pitches
�Sense check ideas
Panellists� Social reward
�Financial reward�Informational reward
�Product testing�Meet new people / groups
Toluna�Reduced panel recruitment £
�Increased member LTV�Profiling depth
�Pick up tough projects�New products / revenue streams
Brands� Brand advocacy
�Co-creation�Pre-screened customers�Engaged product testers
�Reduce NPD cycle
Challenges we faced
Usability – keeping it simpleScalable – many thousands of simultaneous usersWhat worked really well – ie intuitive usage with no help– Member-to-member messaging– Sponsored polls
Advice– Listen to your members and encourage feedback
– Act on it!
– Add instrumentation to track– Where members go– Site response times
Social Media Model
How it informed our NPD
Polls3 levels of participation
QuickSurveys
4 million members worldwide
Sponsored Polls
Quick Votes
QuickSurveysHarnessing toluna.com community traffic
Self-service platform– Create 1-5 questions– E-commerce engine – pay per click– Video, image and audio– Live results and drill down into – Live results and drill down into
5 key data points– Census rep algorithm– Fed directly from Toluna panels
Harnessed community traffic– 100-2,000 responses in hours– See results live
Toluna.comCase Study: Philips Steam Systems
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– 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 ResultsToluna providing research platform
Campaign Results2 surveys attracted over 34,000 respondents & 11,500product test registrations28 product reviews published on Toluna.com. All content optimised - product listed on Top 2 natural search results on Googleon Google423 unique visitors from Facebook to toluna.com opinions
Business ResultsPhilips gained No.1 market share position in Oct - Dec for steam systemsProduct sales +33% on previous year during same periodMarket share +14% Oct – Dec 2009 Vs 2008
Measuring Digital Ad EffectivenessVia Toluna.com traffic
1,000,000+ panellists tagged
1. Online Ad is TAGGED.2. TAG identifies Toluna cookies of
people seeing the ad.3. Cookie includes Toluna universal
panel ID number4. The list with panel ID numbers + time
Ad to be measured
4. The list with panel ID numbers + time stamp and location ID is stored on the server
5. Toluna can append panel data to universal panel IDs.
Deliverables:
�Structured data report �Sample for pre/post tests
Custom Panel CommunitiesBuild or buy?
Since 2003, 120 clients using ‘Panel Portal’Advice – build something scalable!
Industries in time of changeLack of direct customer contactBrand advocacy and co-creationNo longer an early adoption tool– Build vs buy an easier choice
Summary
Social media applications – Benefits all stakeholders– Drives internal NPD – Reduces panel recruitment cost and increases member retention
Self-service tools open up research to a wider audienceaudienceNew channel – so mistakes will be made!Future developmentsSocial media hasn’t been a buzzword for Toluna –it’s provided competitive advantage
Thank youAny Questions?Any Questions?