Online survey company Toluna launches a revolutionary new survey tool called QuickSurveys to enable customers to gather consumer opinions from the world’s largest online research community at the touch of button (or two). Here's how we took it to market.

1. Toluna QuickSurveys Launch
Media Partner Programme Campaign
January 2011
getintouch@contentandmotion.com

2. The Program

3. Background
Overview
Online survey company Toluna launches a revolutionary new survey tool called
QuickSurveys to enable customers to gather consumer opinions from the world’s
largest online research community at the touch of button (or two).
The Product
A flexible payment structure is ideal for brand marketing and PR managers and their
creative services agencies (to evaluate campaign ideas, generate editorial and content
features, etc). It also opens the doors of online research to smaller clients, like small
businesses and students. Sophisticated features, such as advanced targeting to
specific demographic groups, extends the online survey proposition to larger
professional market research firms. An engaged Toluna online community of 4 million
consumers in 34 countries means users have answers in hours rather than days and
can track results in real time.
The Brief
To launch ‘QuickSurveys’ to target audience through brand awareness and online
coverage.
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4. Campaign Goals
Objective
• To generate high value coverage from authoritative media sites to boost the brands brand
awareness and search engine visibility amongst key audiences - brand marketing and PR
managers and creative services agencies
Campaign Goals
• Overcome challenge of reaching the right audiences - key brands, agencies, associations in
marketing research and communications, as well as a broader audience of respected publishes in
other areas
• Create web coverage that delivers key messages and demonstrates value of the new tool
• Design and implement a new content driven PR model for Toluna
What we proposed (in brief)
• Design a content-based Partnership Programme as a new Social PR vehicle to secure coverage on
authoritative third party media sites for Toluna QuickSurveys
• Raise the profile of the new tool through association with respected brands
• Demonstrate the value of the tool through coverage - survey results, news stories, blog posts -
utilising the tool on third party websites
• Facilitate long-term plan for Partnership Programme to be run internally by Toluna
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5. The Strategy
• We decided that a standard ‘pitch the product’ approach would not work - too little value to publishers /
perceived as advertising
• So we developed a mutually beneficial ‘Content Partnership’ proposition: we provided them with short
term, free use of the survey tool as part of their core editorial processes - in return for featuring Toluna
mentions, (optimised) links, graphs, etc in the body of their content
• We identified key targets by qualitative research (relevancy to the brand and authority among audience)
and quantitative factors (the organisation’s online influence)
• We approached and attracted partners to introduce partnership and demonstrate tool
• We negotiated and secured partnerships with key media targets
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6. Collateral and Process
Partnership Pack
We created an 11-page Pack in the form of a slide presentation to effectively pitch the programme to
prospective partners. After initial phone calls to key targets, the pack was send in a PDF format to clearly
outline the programme and highlight the main benefits to online publishers. The following elements were
included:
• Introductory page demonstrating how QuickSurveys will help publishers achieve a more progressive
editorial and web content strategy. Emphasised how large scale national and international consumer
opinions at the touch of a button can bolster editorial voice, fuel SEO strategy, enrich social media
content and more
• Details of what the tool does, how it works and why it is different to other online survey tools
• Outline of exact partnership proposition
• Case study of partners currently using the tool, with positive customer feedback
• Description of the next steps. We offered to run a pilot survey, arrange a one-to-one demonstration of the
product and gave details of the web contract that would need to be signed to complete the agreement
Target Influencer Database
We used a number of methods to find and evaluate online influencers to target as possible partners. After
using different channels to find key targets we applied influence and reach metrics to their platforms in
order to gauge their online footprint, a factor that was included in deciding which sites to target.
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7. Identifying and Evaluating Targets
Finding Influencers
We used the following kinds of tools to look for key media brands across different sectors, with audiences that
matched our goals and objectives.
Key Tools:
• Brandwatch
• Google tools (Keywords, Insights for Search, blog search)
Evaluating Targets
As well as qualitative and PR indicators, we utilised linking metrics to identify whether it would be worthwhile
obtaining a link from any given domain, as an added SEO benefit of any coverage. We used the following
metrics to give an overall score to each possible partner:
• Backlinks
• MozRank
• MozTrust
• Domain Authority
• Page Authority
• Social Followings (we also looked at Facebook and Twitter followings to help give an impression of the
influencer’s online authority)
Key Tools:
• SEOmoz
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8. Campaign Results
• Partnerships forged with key target publishers across a wide array of sectors, from marketing
and media firms to charities
• Partnerships enabled us to reach the target audience through valuable content on relevant
and high profile sites
• Toluna benefitted from a double dose of coverage generated by topical articles, citing
QuickSurveys, produced by Partnering organisations
• Enabled the running of the programme as a longterm fixture by Toluna
• Facilitated the transition of the programme to Toluna’s newly appointed Partnership Manager
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9. Coverage Highlights
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14. About C&M*

15. We Help brands Creatively Engage With People via the Social Web
• Awareness, Acquisition, Engagement
• Independently owned. Formed Jan 2009
• 15 staff, and growing
• 20 active clients
• OTE of £1m this year
• (All revenue is Social PR and majority is retained)
• Focus: SOCIAL PR ENGAGEMENT PROGRAMS
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16. Social PR Engagement: How We Do It
We’re built to conceive and run creative Social PR engagement programs day in, day out.
Delivery - of creative, game changing Social PR engagement programs
Execution - hyper-focused brand engagement activity: real time research and results driven
Fluid - communications and creative content assets: conversational, sharable, scalable
Innovation - behavioural impetus via Social Media technology and consumer interactions
Collaboration - inter-disciplinary teams: seamless, discursive, light
Structured - process-driven: continuous campaign and engagement delivery model
Agile - data-driven actions and insights drive engagement programs forward
Persistent - creative assets designed to evolve throughout program life cycles
Crystal balls, incantations, X-ray specs - not included
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17. Programs
Execute Programs*
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Engaged Teams* Readiness?
• Set the execution capabilities
• Set the Social PR goals
• Activate Social PR skill sets
• Know the marketplace (data)
• Know the audience (data)
Experiment* • Know the influencers (data)
• Develop creative and assets
• Execute programs (run time)
• Measure, rinse and repeat
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18. Founding Partner of The Box Network
• Instant international scale and coverage
• Pure play social media specialist
• Extensive social media experience
• Expert execution: cultural and local insight
• Central campaign management model
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19. References and Further Information 19

20. Client Testimonial
"We have worked with C&M for almost a year, most of which has been building up to
our biggest ever campaign: Break Free. C&M has helped us in every aspect of
campaign planning - from rationalising our online infrastructure to training all of our
European PR managers in social media best practice. The agency's work on the
Break Free campaign itself has contributed massively to the successful distribution of
our message, via social media engagement, multimedia content seeding and online
coverage, so that we are well on the way to meeting an ambitious set of KPIs. The
video assets, which were the driving force of the campaign, have already exceeded
the 1m views KPI, with over 5m views to date. We are obviously very pleased at the
outcome and the impact this is having on brand awareness, and recognise the
significance of C&M's work towards driving such impressive results."
Caroline Fisher VP Communications, TomTom Consumer Business Unit
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21. References
Cath Daly
Online Marketing Manager
Hackett
For further information:
T: +44 (0)207 939 6864
catherine.daly@hackett.co.uk
Roger Warner, MD C&M*
roger@contentandmotion.com
@RogerWarner
Rosie Tickner +44 (0)7921 777 933
Social Media and PR Manager TomTom
Tel: +44 (0) 7917 758 949
rosie.tickner@tomtom.com
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