How to Increase Engagement with Online Polls
Polls have been in use for a long time to capture the thought and opinions of large groups of people. The advent of the Internet allows polls to enter a new era (“Polls 3.0”) whereby they can be used for more than simple user engagement on a website. New Use Cases and benefits: Spark conversation within a community
Crowd-source consumer opinions to inform business decisions
Incentivize and reward users
Create push-pull between web and traditional broadcasting
Improve customer communications
This presentation provides several case studies demonstrating real examples of interactive and video polls that clients have used to make better business decisions, extend the life of video content, deliver a ‘second-screen experience', and provide enhanced customer service
Published on: Mar 4, 2016
Transcripts - How to Increase Engagement with Online Polls
VOICES HEARD MEDIAThe Leader in User Engagement Applications Polling – 3.0 Best Practices and Results
From the very beginning, polls have beenused to capture the collective thoughtsand opinions of large groups of people.The first known opinion poll in the USwas a local straw poll conducted by “TheHarrisburg Pennsylvanian” in 1824. Itshowed Andrew Jackson leading JohnQuincy Adams by 335 votes to 169.With the advent of the internet, onlinepolls quickly began popping up onwebsites all across the web. What hastaken much longer to evolve are theways in which polls can be used to domore than simply engage users on awebsite.
Interactive Polls Video Polls• Spark conversation within a • Increase sharing community • Increase video views• Crowd-source consumer • Create new content from opinions in order to make archived videos better business decisions• Incentivize and Reward Users • Create push – pull between web and broadcasting • Improve customer communication
Best PracticesPlace on pages with relevant content - Ex. Draft, Colts, and Redskins pageHave call to action within article or videos - Who do you think the Colts should chooseAllow Facebook Cross-postingPlacement on the page, mobile/app, and onFacebook TabMarketing - Social pages - Print assets - Email blasts - Social Post - Broadcast Ads or ContentMarketing Messages – Sense of Urgency - „The results we be shown later today‟ - „Go vote to tell us‟ - „The best comment will be announced‟
Creating A ConversationUsers Want to DiscussFuel TV posts weekly interactive polls askingtheir audience‟s opinion on a question or topicrelevant to that week‟s broadcast fight.Viewers are asked to vote for their choice ANDleave comments about their opinion. Byenabling comments, a poll can be used tocreate more engagement and increase theconversation 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.
Better Business DecisionsListen to your audience and respond!The NBA‟s Washington Wizards, setup a pollon their website asking fans to vote on theSigns of Visible Change they most wanted tosee occur. The users had 30 pre-set choicesin which they were asked to rank.Respond, respond, respond!Owner Ted Leonsis posted video responses tothe top voted choices after voting had ended.His goal was to explain which changes theywould be able to make and why others wouldnot 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
Rewarding the User!Visual PollA customer recently launched a poll in conjunction withthe Nascar Daytona 500 Race. Viewers are invited tovote for the Top 5 girls they would like to send to therace.An image is provided of each girl with a button toselect as “Your Pick”. Each voter is limited to a total of5 picks.Provide an incentive to win!Following the users submission of their 5 picks, theuser is invited to complete a sweepstakes form for thechance to win an “Ultimate VIP package”. This was agreat way to capture users email addresses for futureremarketing purposes.The Results• In the first 3 weeks the poll has collected over 125,000 votes, far surpassing the client‟s goal of 100K
Best 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
Extend Life of Content – Increase SharingSetupCustomer wanted to reuse old video clips and turnthem into a new content experience. They werealso looking for a way to drive viewers of their TVprogram to their website and then back to broadcast.They ran a series of short shows about differentkinds of rollercoasters and asked users to vote fortheir favorite on their website. Instead of displayingpoll results immediately, the channel announced theresults during their next episode. This set up createda push-pull between the web and broadcastbecause it gave a reason for the viewer to movebetween 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
Second-Screen ExperienceUsing online to reinforce broadcastCustomer created a multimedia poll for theUEFA Champions League inviting users toview and vote for the top 3 goals of the day.The editorial team selected three goals fromthat day‟s games and the TV broadcast askedviewers to go on the web and rank the goals.The following day the poll results wereannounced during the TV broadcast.After the 10 day tournament was over, theviewers were then asked to rank the top goalsof the tournament, with the broadcast finaleannouncing the results based on viewersvotes.The Results• Created 1000’s of video views• On average each web user participated in the poll twice
Enhanced customer serviceProduct CompaniesProduct companies are typically separated from the endconsumer as they sell through distributors such asWalmart, 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 choiceThe 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.