Embed Size (px)
Citation preview
VOICES HEARD MEDIAThe Leader in User Engagement Applications
Polling – 3.0Best Practices and Results
HISTORYFrom the very beginning, polls have been used to capture the collective thoughts and opinions of large groups of people.
The first known opinion poll in the US was a local straw poll conducted by “The Harrisburg Pennsylvanian” in 1824. It showed Andrew Jackson leading John Quincy Adams by 335 votes to 169.
With the advent of the internet, online polls quickly began popping up on websites all across the web. What has taken much longer to evolve are the ways in which polls can be used to do more than simply engage users on a website.
NEW USE CASES & BENEFITS
Interactive Polls
• Spark conversation within a community
• Crowd-source consumer opinions in order to make better business decisions
• Incentivize and Reward Users
Video Polls
• Increase sharing
• Increase video views
• Create new content from archived videos
• Create push – pull between web and broadcasting
• Improve customer communication
INTERACTIVE POLLS - BPBest Practices
Place on pages with relevant content- Ex. Draft, Colts, and Redskins page
Have call to action within article or videos- Who do you think the Colts should
choose
Allow Facebook Cross-posting
Placement on the page, mobile/app, and on Facebook Tab
Marketing- Social pages- Print assets- Email blasts- Social Post- Broadcast Ads or Content
Marketing Messages – Sense of Urgency- ‘The results we be shown later today’- ‘Go vote to tell us’- ‘The best comment will be announced’
Users Want to DiscussFuel TV posts weekly interactive polls asking their audience’s opinion on a question or topic relevant to that week’s broadcast fight.
Viewers are asked to vote for their choice AND leave comments about their opinion. By enabling comments, a poll can be used to create more engagement and increase the conversation between the community.
The Results• Weekly polls average an interaction rate of
150% - each user interacted more than once!
• Many of the polls had 100’s of comments.
Creating A Conversation
CASE STUDY
Listen to your audience and respond!The NBA’s Washington Wizards, setup a poll on their website asking fans to vote on the Signs of Visible Change they most wanted to see occur. The users had 30 pre-set choices in which they were asked to rank.
Respond, respond, respond!Owner Ted Leonsis posted video responses to the top voted choices after voting had ended. His goal was to explain which changes they would be able to make and why others would not be able to be done that year.
The Results• Great PR - Article in the Washington Post
talking about how the Wizards were listening and responding to their fans.
• Only one of the top 5 choices selected by the fans was in the team’s top 25. The team would have been completely wrong if they had not asked the fans.
• Over 17,000 votes• Over 4,000 views of owner’s answers
Better Business Decisions
CASE STUDY
CASE STUDY
Visual PollA customer recently launched a poll in conjunction with the Nascar Daytona 500 Race. Viewers are invited to vote for the Top 5 girls they would like to send to the race.
An image is provided of each girl with a button to select as “Your Pick”. Each voter is limited to a total of 5 picks.
Provide an incentive to win!Following the users submission of their 5 picks, the user is invited to complete a sweepstakes form for the chance to win an “Ultimate VIP package”. This was a great way to capture users email addresses for future remarketing purposes.
The Results• In the first 3 weeks the poll has collected over
125,000 votes, far surpassing the client’s goal of 100K
Rewarding the User!
VIDEO POLLS – BEST PRACTICESBest Practices
- Place on pages with relevant content- Have call to action within article- Leverage broadcast to create 2nd screen
experience- Use video player in order to create more pre-
rolls- Allow Facebook Cross-posting- Include commenting and voting- Placement on the page, mobile/app, and on
Facebook- Marketing Messages – Create a Sense of
Urgency- ‘The results we be shown later today’- ‘Go vote to tell us’- ‘The best comment will be announced’
- Marketing- Social pages- Print assets- Email blast- Social Post- On TV broadcast as an advertisement
or within the show content
SetupCustomer wanted to reuse old video clips and turn them into a new content experience. They were also looking for a way to drive viewers of their TV program to their website and then back to broadcast.
They ran a series of short shows about different kinds of rollercoasters and asked users to vote for their favorite on their website. Instead of displaying poll results immediately, the channel announced the results during their next episode. This set up created a push-pull between the web and broadcast because it gave a reason for the viewer to move between the different outlets.
The Results for the Series • Avg. engagement rate 56%• 10X more shares than a regular poll• 6.5% of traffic generated due to sharing• Averaged over 4,000 video views per poll
Extend Life of Content – Increase Sharing
CASE STUDY
Using online to reinforce broadcastCustomer created a multimedia poll for the UEFA Champions League inviting users to view and vote for the top 3 goals of the day.
The editorial team selected three goals from that day’s games and the TV broadcast asked viewers to go on the web and rank the goals. The following day the poll results were announced during the TV broadcast.
After the 10 day tournament was over, the viewers were then asked to rank the top goals of the tournament, with the broadcast finale announcing the results based on viewers votes.
The Results• Created 1000’s of video views• On average each web user participated in
the poll twice
Second-Screen Experience
CASE STUDY
Product CompaniesProduct companies are typically separated from the end consumer as they sell through distributors such as Walmart, Home Depot, Lowes, etc.
Challenges• Frequent product returns due to problems with
installation and set up• Lack of communication – company is shooting in the
dark with regards to identifying the problem that is causing higher returns.
The Solution• Video Poll with voting turned off• Designed primarily for mobile phone viewing• QR and short URL included in instruction manual• Link to register product included as the last choice
The Result• Instructional videos help make sense of the written
instructions • Based on seeing which video is viewed most
frequently, the company is now able to better understand the problem area
• By getting the consumer to engage with the brand via mobile, the brand is able to establish a direct line of communication.
Enhanced customer service
CASE STUDY
