webcentives smadja toluna - slideshow
DESCRIPTION
Presented at the Webcentives workshop part of www2009. http://www2009.orgTRANSCRIPT
www2009 Webcentives Workshop – Madrid
Frank Smadja
Mixing Financial, Social and Fun Incentives for Social Voting
Abstract
How to keep users motivated to answer questions and keep attracting new members?
Context: Market research Web 2.0 site
Overview
1. Our Experimental Ground: Toluna?
2. What types of Incentives are available?
3. Financial Incentives – the Good, the Bad and the Ugly
4. Incentives and Intent
5. Conclusion
6. References
Our Experimental Ground: Toluna
Community site 100% based on polls and opinions
User generated content
January 2009 activity:– 8,000,000 votes– 35,000 polls created by users– 200,000 full text opinions expressed by users
Users accepting to participate to surveys are rewarded with financial incentives
Sponsored surveys and polls are paid for by customers
New Model for market research - User to user interaction, content, focus on interest.http://toluna.com, http://uk.toluna.com/popular/polls&opinions,
http://uk.toluna.com/people/robby287
Incentives for Market Research
Explicit Incentives– Financial: Points, Vouchers, Coupons
– Lotteries and prize draws
– Test products
Social Incentives:– People answer your questions
– Vote on people, topics
– Communicate with other users
– Be a member of the community
Other incentives:– Curiosity (voyeurism)
– Fun factor
– Design, Speed, Ease, …
Registration page
What you can win - Vouchers
Free lottery ticket upon registration
Free products you can test
Survey page
You win points only
Points page
How you won points
Prize Draws
Vouchers page
You exchange points for vouchers
User page:
http://uk.toluna.com/people/joblack71
Users vote on you - 63 votes, average of 3.8
Your Toluna Rank
How you appear to the community
How your content is of interest to thecommunity
Topic page:
http://uk.toluna.com/opinions/228057/the-pope-reinforced-condoms-what-think-this.htm
Agree / Disagree
Testimonial on the siteFrench: http://fr.toluna.com/opinions/236558/Etes-vous-inscrits-autres-sites-sondages-remuneres.htm Je suis inscrite sur 4 autres sites de sondages rémunérés, mais rien de pareil à Toluna. Aucune interactivité ni possibilité d'échanges entre membres n'est possible ailleurs (du moins à ma connaissance), de plus, sur les autres sites je reçois des invitations à participer à des sondages une fois par semaine seulement, et encore, pas partout. Bref, si la motivation première lorsqu'on s'inscrit est le gain, on déchante assez vite (tous sites confondus) car il faut beaucoup de temps pour engranger un tout petit pécule, en revanche la convivialité et l'originalité de Toluna sont stimulantes et nous motivent continuellement à participer et sur ce point, je félicite l'intelligence du concept. C'est à peu près tout ce que j'avais à dire.. oui c'est la possibilité de communiquer et d'échanger entre nous qui fait la réussite de Toluna !pour répondre à votre question: non je ne suis inscrite dans aucun autre panel Toluna est vraiment interractif, il nous permet de communiquer entre nous, c'est là le secret de réussite de ce panel.je ne suis pas inscrite à d'autre panel, je manque de temps
English:http://uk.toluna.com/opinions/233304/Which-other-survey-sites-member-which-your.htmI myself am a member of quite a few different survey sites ,but I honestly prefer Toluna to all the other ones. Toluna though is not just a survey site it is a site that helps you to stay in touch with other members similar to yourself, even though you will never become a millionaire from using Toluna that is not the point I really enjoy using this site and can earn a bit of extra money in the form of tokens also. …
Toluna is my favourite, purely from the interaction point of view.
Social Rewards - Sense of Community
Testimonial on the site:
Spanish: http://uk.toluna.com/topicpagev1.aspx?tid=236420&Sort=recent&Page=1
Muchas gracias! Ya soy experto!Muchas gracias todos y todas por vuestra colaboracion, tiempo y esfuerzo. Me ha hecho mucha ilusion alcanzar el nivel de miembro experto que tanto me ha costado. Pero por fin he llegado y no pienso parar hasta convertirme en VIp y arrastraros conmigo hasta esta categoria. Asi que preparaos a recibir un monton de opiniones de mi parte porque este mes pienso castigaros a todos con mis votos y a algunos subirles de categoria.Asi que andaros con ojo que voy a comerme vuestras opis. Un saludo a todos y enhorabuena a los que hayais subido nivel.
French: http://uk.toluna.com/topicpagev1.aspx?tid=233211&Sort=recent&Page=1Finalement moi aussi je suis passée VIP merci tout le monde!Ce matin j'étais un peu déçue tout le monde avait changé de statut sauf moi snifff j'étais quand même contente pour les autres mais je me disais qu'on m'avait oublié je passe quand même pas mal de temps sur le site! alors merci à tous ceux qui m'ont répondu et bonne continuation à tous dans la bonne humeur et la PAIX!
Social Rewards - Social Levels
Financial Incentives – the Good, the Bad and the Ugly
The Good– Some surveys are boring (banking, insurance) or long
(20mn)
– Common practice for market research
– Bring new users
The Bad– Criteria: Speed to receive vouchers, $ per click, etc.
– Attracts speeders, cheaters, …
The Ugly– Relationship: Buy a service from the users
– Low return => Low stickiness
Financial Incentives for Market Research
Typical campaigns for market research:– “Get paid for completing surveys from your home”– “Become an instant cash winner”– “Get paid to give your opinion”
Low Stickiness– Fast turnaround of panelists– People are disappointed and get tired fast– Big chunk of the investment is in the recruiting
Incentives and Intent
Intent: Recruiting– Bring new users from campaigns– Click through rate, conversion rate– Time critical
Intent: Rich Content– Entice users to write and participate– Pageviews, time per visit– Quality is important
Intent: Survey Participation– Ensure users participate to surveys (even long boring surveys)– Response rate (out of 100 invites how many click)– Time critical
http://uk.toluna.com/surveyreport/229725/Satisfaction-Survey-II
Answer from people interested in financial reward
Answer from people not mainly interested in financial reward
Incentive Intent
Improving Content: Mostly Social– Paying for content mostly brings poor quality content– Social motivation is a drive – Yahoo! Answers
Filling out Surveys: Only financial works. – Personal not social– Long and boring– Lots of personal questions there– Nothing fun or interesting
Incentives and Intent: Recruiting
Recruitment type
Click Through Rate
Conversion Rate
Financial 0.2% 9%
Social 0.05% 4%
Comparison of “$ per click” campaigns to “give your opinion” campaigns.
4 times more clicks per impression
2.5 times more conversion
Overall 10 times more effectives
Conclusion
Financial is necessary for:– Recruiting
– Surveys
Social Reward is necessary for:– Stickiness
– User satisfaction
– Rich content on the site
Good Balance is Critical between financial and social
Reward / Intent Recruiting Improving content
Ensure participation
Explicit: Financial 5 2 5
Implicit: Social 1 5 2
Explicit: Lotteries 2 1 2
Implicit: Experience 2 2 1
References
Spreckelmeyer, Krach, Kohls, Rademacher, Irmak, Konrad, Kircher and Gründer, Anticipation of monetary and social reward differently activates mesolimbic brain structures in men and women, Social Cognitive and Affective Neuroscience Advance Access, January 27, 2009. http://scan.oxfordjournals.org/cgi/content/abstract/nsn051
D. R. Raban, The Incentive Structure in an Online Information Market. Journal of the American Society for Information Science and Technology 59(14): 2284-2295, 2008.
S. Rafaeli, D. R. Raban, et al., How Social Motivation Enhances Economic Activity And Incentives In The Google Answers Knowledge Sharing Market.International Journal of Knowledge and Learning 3(1): 1-11. 2007
J. Tirole and R. Benabou, Intrinsic and extrinsic motivation. Review of Economic Studies , 70(3), 2003
E. L. Deci, Effects of externally mediated rewards on intrinsic motivation. Journal of Personality and Social Psychology, 18(1), 1971.
S. Baker, Will Work for Praise, Business week, Feb 2009. http://www.businessweek.com/magazine/content/09_07/b4119046650659.htm
Yahoo! Answers: http://answers.yahoo.com