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

5. Social Listening Benefits
Deep
Insights
Context
Customer
Relationship

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

15. Business Impact
Viewers
tune-in
coreSeereal-time
watchingcohorts
networksmarketingobtain
drive
informationgainquickly
decision
insight
deeper
areas
connection
programming
competitive
learn
dislike
appeal
making
process
current
develop
concern
show
gaintrack
capturebring
various
impressions
understand
viewerprogramming
likeshare
shows
delve
potential
marketing
reach
campaigns
gauge
future
programs
new
refine
using
opinions
voiceaspects
establish
viewer
time
feedback

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