Challenge   Conceive and develop a next-generation, Web 2.0 platform which allows consumers to become a collective voice o...
USER EXPERIENCE
<ul><li>Hey Nielsen is an Opinion Engine </li></ul><ul><li>It is a website where visitors have the ability to both view an...
Discover What’s the buzz? What are the opinions about media and products that people are most discussing at any given time...
NIELSEN VIEW
<ul><li>The Nielsen Company </li></ul><ul><li>World's leading provider of marketing information, audience measurement, and...
Consumers’ entertainment consumption  habits/platforms are changing <ul><ul><li>Tivo/DVR </li></ul></ul><ul><ul><li>Mobile...
<ul><li>Brand Nielsen  to the 18-34 demographic as a thought leader in the media universe. Nielsen showing itself  not jus...
<ul><li>Sourced feedback and needs from each division </li></ul><ul><li>Conceived H!N, how the parts fit together </li></u...
<ul><li>Alpha  Employees only, build content </li></ul><ul><li>Beta  Extract employees, turn over the keys </li></ul><ul><...
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...
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Hey! Nielsen - A Social Media Engagement and Research Platform Case Study by Affinitive

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Hey! Nielsen is a next-generation, "Web 2.0" social platform which allows consumers to become a collective voice of change by sharing their opinions and media consumption habits about entertainment. Hey! Nielsen provides real-time metrics on not just what is popular in entertainment, but why, while giving consumers a voice they have never had and helping Nielsen re-invent the ways they conduct audience measurement.

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  • Hey! Nielsen - A Social Media Engagement and Research Platform Case Study by Affinitive

    1. 2. 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
    2. 3. USER EXPERIENCE
    3. 4. <ul><li>Hey Nielsen is an Opinion Engine </li></ul><ul><li>It is a website where visitors have the ability to both view and express opinions about the media and products they have contact with. </li></ul><ul><li>Further, it also provides a way for people to affect change in how media and products are developed. </li></ul>What is Hey! Nielsen?
    4. 5. 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
    5. 6. NIELSEN VIEW
    6. 7. <ul><li>The Nielsen Company </li></ul><ul><li>World's leading provider of marketing information, audience measurement, and business media products and services </li></ul><ul><li>Nielsen Media Research </li></ul><ul><li>Nielsen Entertainment </li></ul><ul><li>Nielsen Online (Buzzmetrics, etc.) </li></ul><ul><li>Nielsen Business Media (Billboard, Hollywood Reporter, Brandweek, etc.) </li></ul><ul><li>Nielsen Mobile </li></ul><ul><li>Nielsen not known among consumers other than “Nielsen Ratings” </li></ul><ul><li>Nielsen was looking to develop an innovative B-to-C platform that would complement its re-branding efforts </li></ul>Background
    7. 8. Consumers’ entertainment consumption habits/platforms are changing <ul><ul><li>Tivo/DVR </li></ul></ul><ul><ul><li>Mobile </li></ul></ul><ul><ul><li>Online Video </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul>Background
    8. 9. <ul><li>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 </li></ul><ul><li>Create platform for users who are keenly interested in engaging Nielsen to give their feedback, particularly on entertainment </li></ul><ul><li>Study the participants of the community and monetize that research with both syndicated and custom products </li></ul><ul><li>Crystallize “One Nielsen” approach having all major divisions of Nielsen participate in the initiative – input from Online, Mobile, and Entertainment (Billboard, Hollywood Reporter) </li></ul><ul><li>Recruit participants into other Nielsen panels – for example, Super Bowl commercial survey, which combined data from across the company for a widely-quoted report </li></ul>Objectives
    9. 10. <ul><li>Sourced feedback and needs from each division </li></ul><ul><li>Conceived H!N, how the parts fit together </li></ul><ul><li>Stress concept of users running the show/content </li></ul><ul><li>Iterative/agile development process </li></ul><ul><li>Clearly defined ‘Reasons For Being’ </li></ul><ul><li>Stay focused, don’t try to do too many things </li></ul><ul><li>Don’t compete, be unique </li></ul>Process/Approach
    10. 11. <ul><li>Alpha Employees only, build content </li></ul><ul><li>Beta Extract employees, turn over the keys </li></ul><ul><li>Viral initiatives Including blogger and message board outreach, contests and member referrals </li></ul><ul><li>Ad partnerships With Nielsen Business Media online publications, including Billboard and Hollywood Reporter </li></ul><ul><li>Selected ad buys In independent entertainment sites </li></ul><ul><li>CPA Lead Gen </li></ul><ul><li>SEM </li></ul>Launch/Growth Strategy
    11. 12. THE NUMBERS
    12. 13. 120,000 Registered Users
    13. 14. 60% Female / 40% Male
    14. 15. Average age is 35 52% are between the ages of 14 and 34
    15. 16. 13,000 Objects 125,000 Opinions
    16. 17. 480,000 Comments 317,000 Ratings 4,400,000 Reactions
    17. 18. Spend approximately 32 minutes per visit Highly engaged and entertainment savvy
    18. 19. 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

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