Creating real-time content from DIY research How agencies win new business & add value to existing clients

Mark Simon , MD Global Technology Practice, TolunaKirsty Higgins , Head of Insight, RappKirsty Higgins , Head of Insight, Rapp

Online Marketing Show, 27 th June 2012

We’ll cover…

Social media & market research landscape

Case study: Toluna.com & TolunaQuick

Real-time research in action

Case study: RAPP

Toluna – Market Research Enabler

Global footprint

5,000+ clients

60,000+ DIY survey users

Sunday Times Tech Track Top 30

Global market research panel

4m+ members in 39 countries4m+ members in 39 countries

Research technology provider

Enterprise

DIY/e-commerce

Online behaviour changed

Source: www.digitalinspiration.com

Survey-taking behaviours changed

Survey-taking opportunities didn’t

Declining survey response rates

• Email overload

• Untargeted, poorly designed and lengthy surveys

• Limited time and attention

Monetary incentives not only solution...

• People looking for the next best offer – data quality?

• Social rewards make big sites work: Yahoo Answers, Wikipedia, etc.

• Financial incentives – survey completion

• Social incentives – site stickiness, traffic

Case Study: Toluna.com

Harnessing community traffic

Context

• Community loves to vote, share opinions and

has massive scale

• Brands and agencies need faster, more agile

market research solutions

Toluna’s aimsToluna’s aims

• Challenge low industry participation rates

• Increase member engagement

• Low cost, fast, scalable, sharable solution for

brands, PR agencies, SMEs, charities, students

• Turn votes & opinions into a nimble, ‘pay per

survey’ model

Members of the community :

Create personal profiles

Create polls and debates

Test products

Case Study: Toluna.com

Harnessing community traffic

Test products

View real-time poll results

Rate and follow members

Publish polls and opinions externally

Facebook Connect

Earn rewards – points and prizes

Every single vote or poll created is recorded

against member profile => richer member

portraits

Custom polls for instant opinions

Across 39 countries

50 to 2000 responses overnight

Over 80,000 live polls at anytime

Over 4 million participants

The value of Toluna.com

To our members

�Social reward

�Information sharing

�NPD involvement

�Meeting new people

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�Meeting new people

To Brands

�Brand advocacy

�Co-creation

�Engaged product testers

�Reduce NPD cycle

The value of Toluna.com

1

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�Reduce NPD cycle

To Agencies

�Sense check ideas

�Rapidly shortlist concepts

�Feasibility checks

�Add value / colour to pitches

The value of Toluna.com

�Add value / colour to pitches

1

1

10,000 members in 1 country in 2003 to...4m+ member s in 39countries in 2012

March 2009 7m votes by members

Jan 2012 45m votes

Toluna.com: the results

Community, not 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.com 2012

Impact of Toluna.com 2012

US Beta site March => organic member acquisition 500%+

16000

0

2000

4000

6000

8000

10000

12000

14000

February March April

Next step: TolunaQuick

Harnessing toluna.com traffic

Self-service platform

– Create 1-15 questions

– Target demographics

– Multiple question types

– Census rep algorithm

– E-commerce / pay per click

50k users in first 6mths

Users in 100+ countries

£1m+ in revenue

Let’s take a look

– E-commerce / pay per click

– 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 for FREE with your respondents

Guess number of interviews

completed by the end of our completed by the end of our

session?

RAPP London & TolunaRAPP London & TolunaThe value of real time quantitative researchJune 2012

What we do

• RAPP is a full-service, integrated global agency

• We offer the following services in the UK:‒ Data & CRM‒ Creative across all channels‒ Strategy‒ Strategy‒ Media buying & planning‒ Telephone services management‒ Experiential marketing

• We carry out research internally to bolster our strategy and create compelling narratives for our clients on ad hoc basis

Who we do it for

As research has progressed over the last few years it has become apparent to agencies, such as RAPP, that our clients increasingly want insights about their consumers in real time

At RAPP we are always on the look out for the most innovative and effective research techniques to fuel strategic stories for our existing clients but also new business prospects. And quickly.

Introduction

clients but also new business prospects. And quickly.

This is where Toluna comes in…

Our challenges

• Last minute requests from external clients and internal strategists • Need to test creative ideas and work that is in progress quickly • Limited budget and ad hoc requests• Need to test big samples in a short space of time

Our solution – Toluna

Create survey

Launch survey

Get results

A recent client example

Challenge: Research for a large bank with a very tight schedule. Test consumer attitudes towards the offers and deal space online in the UK to inform their thinking

…you have the ability to answer questions that are keeping them awake at night quickly and insightfully by creating a well thought out questionnaire, pushing it out to their consumers using the Toluna Quick survey tool and then running analysis on the results. This all adds to enhancing client relationships

In a client situation…

A recent new business example

Challenge: Pitch to support the Alzheimer’s Society in order to develop a more sustainable platform for generating income and establish longer-term relationships with their funders, commissioners and commercial partners.

UNICEF - A pitch win!

Challenge: Pitch to create a Christmas campaign for UNICEF – we needed to understand 2 specific consumer groups’ attitudes to Christmas and also how they felt about giving to charitable giving at this time

…whether a win or a loss, the client feedback has consistently been how impressive it is for an agency to carry out

In a new business situation…

agency to carry out quantitative research in such a short period of time to gain valuable insights into their consumers and/or brand

• Gain consumer understanding in real time• Build on existing client relationships by being the go-to agency for

quick turnaround, quantitative, insight and aiding organic project growth

• Do quick dip creative ‘adcept’ testing, to fuel campaign ideas • Feed research into all new business pitches to bolster strategy &

TolunaQuick enables RAPP to…

• Feed research into all new business pitches to bolster strategy & thinking

Let’s look at the survey

resultsresults

“Agency business is always fast moving, but developing an entire campaign strategy in one week with camera crews filming your every move is quite a unique experience. Since we were under immense time pressure, we fielded a study using TolunaQuick . It is a perfect tool for

quick turnaround research needs like this!

Robert Herbst, Research Director, FKM New York on his recent experience and the agency’s win on AMC’s ‘The Pitch:’

Find out more on stand A734

Any questions?