strategies for harnessing social media for effective b2c marketing research and product development
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TFM&A presentation: How to effectively harnessing the social media for marketing research and product developmentTRANSCRIPT
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
[email protected]: @marklsimon / @tolunaquick
[email protected]: @JustinMTL