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Beyond measuring buzz at WARC Next Generation Research

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Beyond measuring buzz: Drawing Deeper Insights through social media research (by Simon McDonald - InSites Consulting and Krista Cornelis - RTL Nederland), presented at the WARC Next Generation Research on Thursday January 17, 2013.

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Beyond measuring buzz at WARC Next Generation Research

  1. 1. Beyond Measuring BuzzDrawing Deeper Insights Through SocialMedia Research WARC Next Generation Research 17th January 2013 Krista Cornelis Project Leader, Research & Intelligence, RTL Nederland Simon McDonald Business Director, InSites Consulting UK
  2. 2. Social Media Research Communities Listening & Netnography METHODS We allow participants to ENGAGE with us anytime, anywhere (online,Online Digital mobile, asynchronous methods…).Group Engage We make it fun for them to give SurveysDiscussions more & better answers (gamification, audio-visual cues, design…). We empower them to be co-researchers (crowd 1on1 interpretation, co-moderation…). Consumer-led Online Ethnography Interviews
  3. 3. What shall we talk about? The Challenges Social Media Netnography? Real time feedback The biggest ethnographic database in the WORLD. EVER Content door BasForwaR&D Lab Social Media Communities A community within Where next?
  4. 4. What shall we talk about? The Challenges Social Media Netnography? Real time feedback The biggest ethnographic database in the WORLD. EVER Content door BasForwaR&D Lab Social Media Communities A community within Where next?
  5. 5. Elderly and their caregivers discuss…Sentimet Decision Friends Safety Religion Active Eating Diagnosis Transport Professional » Finding right Clothes Dog Housing treatment not easy Personal Payment care Law Diseases » Never ending Identity Treatment Guilt Telephone call Buzz volume
  6. 6. What shall we talk about? The Challenges Social Media Netnography? Real time feedback The biggest ethnographic database in the WORLD. EVER Content door BasForwaR&D Lab Social Media Communities A community within Where next?
  7. 7. What shall we talk about? The Challenges Social Media Netnography? Real time feedback The biggest ethnographic database in the WORLD. EVER Content door BasForwaR&D Lab Social Media Communities A community within Where next?
  8. 8. The new Viewer
  9. 9. ChallengesActivate and engage facebook fans of TVOHDiscuss the show and their sponsors ‘in heat of moment’Evaluate 2nd screen actions like The HomeCoach AppBest practices for future 2nd screen actionsIdea generation for TVOH season 3
  10. 10. Where isthe Fan?
  11. 11. ForwaR&D LabChallenge- Consumer behaviour changes- Customer challenges changes- Research context changesWe have to continually adapt tothese evolutionsChallenge: apply our MROC know-how and best practice within naturalcommunities like Facebook.
  12. 12. Your Voice community Facebook community Homepage CommunityStructured environmentwith different rooms fordifferent goals:• Your voice• Feedback• Lounge• Blog
  13. 13. Your Voice community voice Facebook community Complete screenerGetting the right people onboard:- Fan of the show- Connection with the‘brand’- Willingness andeagerness to join
  14. 14. Facebook experience Seamless integration Key success factor: the seamless integration with the Facebook look & feel and procedures: - Posting - Commenting - Liking
  15. 15. Why this study?Listen to our audience: the fans of TVOH Gain insight into online actions
  16. 16. Total experience
  17. 17. Why this study?Listen to our audience: the fans of TVOH Gain insight into online actions 1. Examples from community 2. General rules 3. Case: HomeCoach App
  18. 18. Posts on the community 3.368
  19. 19. Participant quotes“Thank you for listening to theaudience! Good to know that you are “You reacted well toopen to everything the viewer thinks the options offeredand to his/her experience!” by the social media.” “Facebook is an excellent channel for this type of thing. From “Very original and especially also the start I thought that very handy for the producers to RTL has used social discover how people feel about it!” media properly in their productions.”
  20. 20. Associations with TVOH FantasticProfessional Musical Respect Original Quality Talent Respectful Distinctive Sang Quality Humor Exciting Real Classy Nice Fun Refreshing Talentshow Super Pure Addictive Surprising Innovative Music Best Exciting Singing contest High Quality Honest Entertainment
  21. 21. General rules for online content creationLow barrierRelevanceCreativity
  22. 22. Example: Creativity“Always fun to be able to create something myself ;)..” “My daughters are 13 and spent an afternoon makingtheir favourite sweet! (…) They so totally give it an 8. Not a 10 because I heard they thought the shapes and colours were a bit too limited.” “I think the FollowFashion action is better [than Haribo] because it gives more options from a creative point of view.”
  23. 23. General rules for online content creationLow barrier IntegrationRelevance High chance to winCreativity Brand-specific incentiveSocial function Steep learning curve
  24. 24. Example: Steep learning curve“I really like this game, but after10 minutes I quit because Iknow that I ‘ll never be as fastas the people with the highscores are.” “The game itself was fun […], because it was easy to play you quickly become a better player. Therefore, I didn’t mind playing this game many times.”
  25. 25. Vodafone HomeCoach App650.000
  26. 26. Vodafone HomeCoach App“The HomeCoach App is simplybrilliant! (..).It’s not a problem thatit’s sponsored by Vodafone, the adsstand out but are not disturbing (..).They do not constantly show thebrand, which I appreciate a lot!"
  27. 27. Vodafone HomeCoach App Social Integration function“We always check who “I really like the HomeCoachgot the most points App! I feel more involvedthat week. And we also with the program.”often talk about itconcerning the newfragments that you haveto evaluate during theweek.”
  28. 28. Vodafone HomeCoach App
  29. 29. Vodafone HomeCoach App“I am definitely more involved in theshow since the HomeCoach App.Before, we often went out on Fridayevening and we taped TVOH to watchit on Saturday evening. But now Iwant to watch it live, becauseotherwise I cannot participate!”
  30. 30. What shall we talk about? The Challenges Social Media Netnography? Real time feedback The biggest ethnographic database in the WORLD. EVER Content door BasForwaR&D Lab Social Media Communities A community within Where next?
  31. 31. Where Next?
  32. 32. Twitter Habits of Senior Business People
  33. 33. 39
  34. 34. 40 Clients will alwayswork with segments,they will just get new names
  35. 35. Old segmentation New segmentation 41Understanding motivations I am what I like / I like who I like The “real self” The “digital self”Detailed profiling for media planning Detailed profiling for media planning
  36. 36. 42WHY Pinterest? Fastest growing social network EVER! Top site to detect social trends Longest time spent by users of ALL social networks Define digital identity kits
  37. 37. 1 The 1. New contemporary Adventurous segmentation Foodie 2. Huge opportunity for content planning & engagement with fans 3. Impactful reporting by making research into an art
  38. 38. To Conclude
  39. 39. Beyond Measuring BuzzDrawing Deeper Insights Through SocialMedia Research WARC Next Generation Research 17th January 2013 Krista Cornelis Project Leader, Research & Intelligence, RTL Nederland Simon McDonald Business Director, InSites Consulting UK
  40. 40. Beyond Measuring BuzzDrawing Deeper Insights Through SocialMedia Research WARC Next Generation Research 17th January 2013 Krista Cornelis Project Leader, Research & Intelligence, RTL Nederland Simon McDonald Business Director, InSites Consulting UK

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