Mark Simon, MD of Toluna talks about how to use social media community to do marketing research and product development. Case study by Sony Music about doing product development for Willow Smith CD and etc.

1. Strategies for Harnessing Social Media
for Effective B2C Marketing Research and
Product Development
Mark Simon, Managing Director, Toluna UK
Justin Cohen, Planning & Insight Consultant, Sony Music
TFM&A, 2nd March 2011

2. Agenda
Social changes everything!
Getting it wrong…
The Marketplace
Toluna QuickSurveys
Case study: Sony Music

3. The Context
Online Behaviours Are Changing

4. Online behaviours are changing
Infographic from Flowtown
‘My Mom is on Facebook?’

5. Getting Answers to Make Better Decisions
Traditional market research approaches plus:
1. Social networking sites or blogs
2. Research sites for interaction on a large scale
3. VIP communities

6. 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

7. Reliable survey completion:
Model needs to evolve
Email Lists Online Panels
Panel Social
Communities
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

8. Getting it Wrong…

9. 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

10. The New Research Marketplace
Hello Social!
The Role of Panels and Technology

11. The Marketplace
Lots of services available for different applications and requirements

12. Questions vs. Answers
Tech vs. Communities
Answers
Services for
delivering
Answers
Social Communities
Technology
Tools for
asking
Questions Questions

13. Structured vs. Unstructured
Panel vs. Social
CRM/Review/Commerce Services Structured
Managed services Brand R&D Services
Highly scalable Quick and scalable
Service level agreements Assured response
Structured assets (data manipulation)
Panel (Managed) Social (Unmanaged)
Consumer Research
Specific Q&A
Social (media) responses
Hard to manipulate
Broad residual value (Google/SEO/
Share-ability and PR)
Unstructured

14. Value
Structured
How can we help customers How can we develop our back
buy online? catalogue?
Social (Unmanaged)
Panel (Managed)
Who are the top Social Media
gurus?
Unstructured

15. Harnessing Social Media to Drive the Next
Generation of Panels
Toluna QuickSurveys

16. 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
Member 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 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

17. Toluna.com: the results
Creating community, not just membership
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
“Do you Recycle to
“Will you buy the feel less guilty
new iPad? about the
environment?”
“Smokers, thinking
about quitting, if so “Do you do your
how?” weekly food shop
online?”

18. 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!

19. QuickSurveys: how it works
Create structured
questions (and
answers) with ability
to add rich media
content
Establish scope,
Build surveys region, size (and
quickly from credits)... and launch
scratch with
simple, intuitive
interface

20. QuickSurveys: how it works
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)
Immediate, rich reporting outputs - results can be
shared on Social Networks, or downloaded (and reused)
in a variety of standard formats

21. In action - Econsultancy
Create a survey in the morning, publish blog posts and
reports within hours

22. Case Study:

23. 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 products.
- Multi-Territory surveys in native languages

24. 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 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

25. Moving Forward – Products and Services
Toluna QuickSurveys2.0
- Self service
- Qualitative insights
- Source data
- Automated reports
- Mapping our segments
- Set age and gender targets
- Cross tabbing questions
- Embedded multimedia
Online Communities
- Fast quant turnaround
- Branded environment
- Online qualitative insight
- Sharing surveys & reports

26. Toluna QuickSurveys2.0
Case Study – Willow Smith
2000 Respondents, 2 Territories, 2 Days
What’s possible:
- Combination of Quantitative and Qualitative data
- Tag clouds to find themes with ease Favourite Image
- Embedded multimedia
- Automated reports: Excel, PowerPoint & PDF
How we used it:
- Objective: Is she for kids, adults or both?
- Image Selection & Reasoning
- Opinions about Willow
- Video and Song Rating
- How consumer heard about Willow “It makes her look more
energetic & fun.”
Video Rating

27. Thank you for your time
Do come and visit us on stand MR3
mark.simon@toluna.com
Twitter: @marklsimon / @tolunaquick
justin.cohen@sonymusic.com
Twitter: @JustinMTL