Challenge Conceive and develop a next-generation, Web 2.0 platform which allows consumers to become a collective voice of change by sharing their opinions and media consumption habits about entertainment with not just millions of other consumers, but with Nielsen, the world’s leading provider of marketing information, audience measurement, and business media products and services. Solution Hey! Nielsen launched in Beta in the Fall of 2007. Combining social networking, a proprietary ‘opinion engine’ and a buzz tracker, Hey! Nielsen provides real-time metrics on not just what is popular in entertainment, but also why , while giving consumers a voice they have never had and helping Nielsen re-invent the ways they conduct audience measurement. Case Study: The Nielsen Company

USER EXPERIENCE

Hey Nielsen is an Opinion Engine It is a website where visitors have the ability to both view and express opinions about the media and products they have contact with. Further, it also provides a way for people to affect change in how media and products are developed. What is Hey! Nielsen?

Hey Nielsen is an Opinion Engine

It is a website where visitors have the ability to both view and express opinions about the media and products they have contact with.

Further, it also provides a way for people to affect change in how media and products are developed.

Discover What’s the buzz? What are the opinions about media and products that people are most discussing at any given time? Express Make public your opinions about the entertainment you consume – including cheers, jeers and suggestions – and see if others agree or disagree. Share Extend your opinions and lists with others beyond the Hey! Nielsen website. Learn Gain insight with data derived from Hey! Nielsen users and other Nielsen properties. What does one do on Hey! Nielsen

NIELSEN VIEW

The Nielsen Company World's leading provider of marketing information, audience measurement, and business media products and services Nielsen Media Research Nielsen Entertainment Nielsen Online (Buzzmetrics, etc.) Nielsen Business Media (Billboard, Hollywood Reporter, Brandweek, etc.) Nielsen Mobile Nielsen not known among consumers other than “Nielsen Ratings” Nielsen was looking to develop an innovative B-to-C platform that would complement its re-branding efforts Background

The Nielsen Company

World's leading provider of marketing information, audience measurement, and business media products and services

Nielsen Media Research

Nielsen Entertainment

Nielsen Online (Buzzmetrics, etc.)

Nielsen Business Media (Billboard, Hollywood Reporter, Brandweek, etc.)

Nielsen Mobile

Nielsen not known among consumers other than “Nielsen Ratings”

Nielsen was looking to develop an innovative B-to-C platform that would complement its re-branding efforts

Consumers’ entertainment consumption habits/platforms are changing Tivo/DVR Mobile Online Video Social Networks Background

Tivo/DVR

Mobile

Online Video

Social Networks

Brand Nielsen to the 18-34 demographic as a thought leader in the media universe. Nielsen showing itself not just listening, but inviting conversation and dialog Create platform for users who are keenly interested in engaging Nielsen to give their feedback, particularly on entertainment Study the participants of the community and monetize that research with both syndicated and custom products Crystallize “One Nielsen” approach having all major divisions of Nielsen participate in the initiative – input from Online, Mobile, and Entertainment (Billboard, Hollywood Reporter) Recruit participants into other Nielsen panels – for example, Super Bowl commercial survey, which combined data from across the company for a widely-quoted report Objectives

Brand Nielsen to the 18-34 demographic as a thought leader in the media universe. Nielsen showing itself not just listening, but inviting conversation and dialog

Create platform for users who are keenly interested in engaging Nielsen to give their feedback, particularly on entertainment

Study the participants of the community and monetize that research with both syndicated and custom products

Crystallize “One Nielsen” approach having all major divisions of Nielsen participate in the initiative – input from Online, Mobile, and Entertainment (Billboard, Hollywood Reporter)

Recruit participants into other Nielsen panels – for example, Super Bowl commercial survey, which combined data from across the company for a widely-quoted report

Sourced feedback and needs from each division Conceived H!N, how the parts fit together Stress concept of users running the show/content Iterative/agile development process Clearly defined ‘Reasons For Being’ Stay focused, don’t try to do too many things Don’t compete, be unique Process/Approach

Sourced feedback and needs from each division

Conceived H!N, how the parts fit together

Stress concept of users running the show/content

Iterative/agile development process

Clearly defined ‘Reasons For Being’

Stay focused, don’t try to do too many things

Don’t compete, be unique

Alpha Employees only, build content Beta Extract employees, turn over the keys Viral initiatives Including blogger and message board outreach, contests and member referrals Ad partnerships With Nielsen Business Media online publications, including Billboard and Hollywood Reporter Selected ad buys In independent entertainment sites CPA Lead Gen SEM Launch/Growth Strategy

Alpha Employees only, build content

Beta Extract employees, turn over the keys

Viral initiatives Including blogger and message board outreach, contests and member referrals

Ad partnerships With Nielsen Business Media online publications, including Billboard and Hollywood Reporter

Selected ad buys In independent entertainment sites

CPA Lead Gen

SEM

THE NUMBERS

120,000 Registered Users

60% Female / 40% Male

Average age is 35 52% are between the ages of 14 and 34

13,000 Objects 125,000 Opinions

480,000 Comments 317,000 Ratings 4,400,000 Reactions

Spend approximately 32 minutes per visit Highly engaged and entertainment savvy

New York 135 West 26th Street 8th Floor New York, NY 10001 Warren Ackerman Principal and VP (415) 278-9700 [email_address] Thank You! www.beaffinitive.com California 665 Third Street Suite 230 San Francisco, CA 94107