Social media as a research platform final a11 12 2012
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This document discusses social listening as a tool for market research. It provides examples of how FOX Broadcasting Company has used social listening for market research. Specifically, it summarizes two methods FOX used - monitoring social media and launching private online communities. The key benefits highlighted are gaining deep insights, understanding customer behaviors and attitudes, and building customer relationships. The document also outlines the business impact and viewer impact FOX saw from these social listening initiatives.
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Social media as a research platform final a11 12 2012
- 1. Social Listening: A Tool for your Market Research Arsenal Melva Benoit SVP, Analytics Innovation Research & Strategy FOX Broadcasting Company 11/12/2012
- 2. Market Research Challenges Proliferation of choices for market research has increased dramatically with new ways to look a data constantly immerging Ongoing Insight Customer Behaviors and Attitudes Communication of Relevant and Authentic Consumer Insight However, needs remain the same…
- 3. Market Research Evolution Market research used to be limited to telephone surveys and in-person focus groups until the Web expanded methods and consumer outreach through various online channels. Social Media has transformed market research into an immersive, engaging and iterative process online.
- 4. Social Listening – 2 Ways Social Media Monitoring Private Online Community social brand intelligence
- 6. FOX BROADCASTING Collaboration Method & Findings
- 7. Launched in January, 2006 2,000 18-49 year olds FOX and 20Th TV viewers Direct collaboration with viewers On-going Communication Programming Marketing Feedback Understand TV Landscape Welcome To Project FOX Business Objectives
- 8. Business Impact Real Time Viewer Feedback Enhance Future Programming Pass-Along & WOM Competitive Landscape Drive Tune-In
- 9. More honest feedback Increased viewer loyalty Authentic advocacy Viewer Impact
- 10. FOX BROADCASTING and FOX FILMS Internal Collaboration Method & Findings
- 11. Cost Effective Platform The Opportunity What are the benefits? Senior Mgmt. Support Research Expertise Great Content Collaboration - Newscorp Internal Communications & 20th Filmed Entertainment Research & AIRS
- 12. Launched in January, 2012 230 employees joined for one year 23 projects completed/ 10 parallel tests 50% activity rate Validate Cost Effectiveness Marketing Feedback 20th Films Programming Feedback FBC Business Objectives
- 13. www.ournews.com
- 14. Business Impact Active Research Platform Real Time Feedback Free $$$ Research Employee Generated Feedback Platform Television & Film
- 16. Do Have clear business objectives Be transparent Listen to both the positive and negative Learn from peer-to-peer conversations Close the loop Don’t Assume if you build it, they will come Disclose truly confidential information Expect social media to replace traditional research Final Considerations
- 17. Thank You
Editor's Notes
- Ongoing insight into consumer behaviors and attitudesProliferation of choices for market research has increased dramatically with new ways to look at data constantly immergingMarket research needs to continue to communicate relevant and real customer insight
- Get deep insights into what customers say and learn about their wants, unmet needs and challengesUnderstand context and reasons whyRedefine our relationship with customers by bringing their voice into business decisions
- A private online community of 2,000 FOX and Twentieth Century FOX television viewers:Emphasis on 18-49 demographicRecruited through viewer and fan touch-pointsCreated to collaborate directly with FOX viewers: Ongoing communication with viewers about their televisionpreferences and viewing behaviorsInform marketing and programming executives about viewer preferencesUnderstand thecompetitivetelevision landscape
- MarketingProject FOX allows us to develop and refine marketing campaigns using real-time viewer feedback We also gain insight into how to reach potential viewers and drive tune-inProgrammingCapture viewer impressions of our programs to gauge the appeal of various show aspects and identify any areas of concernGain insight into what viewers like, dislike and would like to see in current and future programmingCompetitiveDelve into what viewers are watching on other networks Understand how viewers learn and share information about new shows on other networks
- Clear Business Objective – cost effective research platformResearch expertise/best practices10,000 US based employeesGreat contentCollaboration - Newscorp Internal Communications, 20th Filmed Entertainment Research and AIRSSenior Management Support
- Our Goals: Validate as a cost effective research platform Marketing feedback for FOX Films TV Program feedback for FBC
- Television/FilmValid research platform for both TV and Film groupsGenerated insights consistent with parallel research for both TV and MoviesReal-time feedback on marketing creative for moviesFree researchEmployeePlatform for employees to express their views regarding contentMorale boost
- Word Cloud - We can track opinions of same cohorts over time, bring the Voice of the Viewer into our decision making process, establish a deeper connection with core viewers and obtain feedback quickly.Marketingdevelop and refine marketing campaigns using real-time viewer feedbackgain insight into how to reach potential viewers and drive tune-inProgrammingCapture viewer impressions of our programs to gauge the appeal of various show aspects and identify any areas of concernGain insight into what viewers like, dislike and would like to see in current and future programmingCompetitiveDelve into what viewers are watching on other networks Understand how viewers learn and share information about new shows on other networks