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.
The tablet is changing the way we experience Television, giving us new ways to discover, interact with, and enjoy TV programming. mPortal explores how the tablet is shifting the TV viewing experience in this presentation.
FutureSense: Who Will I Become - Living With a Changing Context
Experiensualism: the future experience of experiences.
In a world of sensory enhancement and augmentation, multiple identities, new notions of the performative, telepresence, total immersion, embodiment, multiple dimensions, cognitive feedback, inter-relational sense clusters, virtual humanity, emotionally intelligent computing and affective social software, HMI, Artificial intelligence and simultaneous multi-sensory connectivity, we are beginning to understand that we are becoming a different kind of human, with the potential for a vast new array of experiences.
In fusing the essence of related philosophies, social change, human morphing and emerging technologies, Derek will discuss the types of future experiences that will be available to us, together with how we will participate, our future sensory expectations and how such changes will drive a new context for human-ness.
Derek Woodgate is a practicing futurist, author, speaker and innovator, with over 25 years of international business experience, having had positions on the boards of two major corporations and nearly 10 years working with the British Foreign and Commonwealth Office. Derek is currently President and CEO of The Futures Lab, Inc, a futures-based consultancy, which he founded in January 1998, with offices around the globe. The Futures Lab specializes in leveraging future potential, for major corporations and institutions.
Digital Media and Getting in Touch with Your Museum AudienceTerry Burton
Presented at the 2011 Indigenous Materials Institute in Ignacio, Colorado, June 7. This workshop addressed the use of digital technology in museums, presenting an overview of technology planning issues, case studies, and lessons learned. Presented by Terry Burton, Saul Sopoci Drake, and Sonny Lastrella. Facilitated by Brenda Martin. Institute organized by the Association of Tribal Archives, Libraries, & Museums.
Digital technology has been adopted widely in the heritage sector for everything from kiosks to mobile web, apps, augmented reality, not to forget multimedia and audio guides. It holds out the promise of enabling sites to deliver information and interpretation to the visitor. But, to what extent are we in control of these tools?
Are we still flushed with excitement at the possibilities? Are we still caught up in thinking about the many ways digital technologies can meet our organisational objectives?
This presentation uses data from a series of projects to argue that we need to become more informed commissioners - considering visitor motivation, organisational mission and technological capabilities to achieve success.
The tablet is changing the way we experience Television, giving us new ways to discover, interact with, and enjoy TV programming. mPortal explores how the tablet is shifting the TV viewing experience in this presentation.
FutureSense: Who Will I Become - Living With a Changing Context
Experiensualism: the future experience of experiences.
In a world of sensory enhancement and augmentation, multiple identities, new notions of the performative, telepresence, total immersion, embodiment, multiple dimensions, cognitive feedback, inter-relational sense clusters, virtual humanity, emotionally intelligent computing and affective social software, HMI, Artificial intelligence and simultaneous multi-sensory connectivity, we are beginning to understand that we are becoming a different kind of human, with the potential for a vast new array of experiences.
In fusing the essence of related philosophies, social change, human morphing and emerging technologies, Derek will discuss the types of future experiences that will be available to us, together with how we will participate, our future sensory expectations and how such changes will drive a new context for human-ness.
Derek Woodgate is a practicing futurist, author, speaker and innovator, with over 25 years of international business experience, having had positions on the boards of two major corporations and nearly 10 years working with the British Foreign and Commonwealth Office. Derek is currently President and CEO of The Futures Lab, Inc, a futures-based consultancy, which he founded in January 1998, with offices around the globe. The Futures Lab specializes in leveraging future potential, for major corporations and institutions.
Digital Media and Getting in Touch with Your Museum AudienceTerry Burton
Presented at the 2011 Indigenous Materials Institute in Ignacio, Colorado, June 7. This workshop addressed the use of digital technology in museums, presenting an overview of technology planning issues, case studies, and lessons learned. Presented by Terry Burton, Saul Sopoci Drake, and Sonny Lastrella. Facilitated by Brenda Martin. Institute organized by the Association of Tribal Archives, Libraries, & Museums.
Digital technology has been adopted widely in the heritage sector for everything from kiosks to mobile web, apps, augmented reality, not to forget multimedia and audio guides. It holds out the promise of enabling sites to deliver information and interpretation to the visitor. But, to what extent are we in control of these tools?
Are we still flushed with excitement at the possibilities? Are we still caught up in thinking about the many ways digital technologies can meet our organisational objectives?
This presentation uses data from a series of projects to argue that we need to become more informed commissioners - considering visitor motivation, organisational mission and technological capabilities to achieve success.
2011 10-04 lithium -likes to love amsterdam v slide-shareMichael Wu PhD
Turn your Facebook “Likes” into “Loves” by turning your fans into superfans.
1. Turn your connections into actions and interaction via gamification
2. Turn the actions and interactions into tangible ROI via influence and loyalty
3. Build strong customer relationship in communities and spread WOM through social networks
2011 10-05 lithium -likes to love london v slide-shareMichael Wu PhD
Turn your Facebook “Likes” into “Loves” by turning your fans into superfans.
1. Turn your connections into actions and interaction via gamification
2. Turn the actions and interactions into tangible ROI via influence and loyalty
3. Build strong customer relationship in communities and spread WOM through social networks
Textsl: a screen reader accessible virtual world client for second lifeEelke Folmer
Virtual worlds are not accessible to users who are visually impaired as they lack any textual representation that can be read with a screen reader. We developed an interface modeled after text based adventure games like zork that allows a screen reader user to iteratively interact with the popular virtual world of second life.
Consumers worldwide have been quick to embrace the concept of a tablet computer: IDC forecasts that 53.5 million units will ship this year. As brands start to explore how best to reach consumers via this nascent medium, we outline best practices for marketing on the tablet in our latest report.
Our Tablet Checklist includes 10 actionable recommendations for brands, with case studies to help illustrate these ideas. The recommendations were inspired by conversations with a panel of interactive media professionals both inside and outside JWT.
An intro to Holocene/Epocene prototype, demonstrating dozens of patented conversation modes that never appeared anywhere else online, from Facebook to chat to IM to email.
4 hypotheses
Social learning is inter-active but Culture is also materially embedded or embodied.
To teach and disseminate immersive Digital History and Virtual Heritage, interaction and the learning that results from that interaction is crucial (see Mosaker, 2001).
To improve interaction, examine games and why they are so successful; academic literature suggests games are best examples of interactive digital engagement (references in Champion, 2008 et al.).
Game-based interaction has to be modified for Digital heritage-virtual heritage.
2011 10-04 lithium -likes to love amsterdam v slide-shareMichael Wu PhD
Turn your Facebook “Likes” into “Loves” by turning your fans into superfans.
1. Turn your connections into actions and interaction via gamification
2. Turn the actions and interactions into tangible ROI via influence and loyalty
3. Build strong customer relationship in communities and spread WOM through social networks
2011 10-05 lithium -likes to love london v slide-shareMichael Wu PhD
Turn your Facebook “Likes” into “Loves” by turning your fans into superfans.
1. Turn your connections into actions and interaction via gamification
2. Turn the actions and interactions into tangible ROI via influence and loyalty
3. Build strong customer relationship in communities and spread WOM through social networks
Textsl: a screen reader accessible virtual world client for second lifeEelke Folmer
Virtual worlds are not accessible to users who are visually impaired as they lack any textual representation that can be read with a screen reader. We developed an interface modeled after text based adventure games like zork that allows a screen reader user to iteratively interact with the popular virtual world of second life.
Consumers worldwide have been quick to embrace the concept of a tablet computer: IDC forecasts that 53.5 million units will ship this year. As brands start to explore how best to reach consumers via this nascent medium, we outline best practices for marketing on the tablet in our latest report.
Our Tablet Checklist includes 10 actionable recommendations for brands, with case studies to help illustrate these ideas. The recommendations were inspired by conversations with a panel of interactive media professionals both inside and outside JWT.
An intro to Holocene/Epocene prototype, demonstrating dozens of patented conversation modes that never appeared anywhere else online, from Facebook to chat to IM to email.
4 hypotheses
Social learning is inter-active but Culture is also materially embedded or embodied.
To teach and disseminate immersive Digital History and Virtual Heritage, interaction and the learning that results from that interaction is crucial (see Mosaker, 2001).
To improve interaction, examine games and why they are so successful; academic literature suggests games are best examples of interactive digital engagement (references in Champion, 2008 et al.).
Game-based interaction has to be modified for Digital heritage-virtual heritage.
inTV - How to harness the power of conversations - full presentationBelinda Barker
It is widely accepted that brands which harness the power of conversations exponentially increase the value of their paid media with earned media. However, it is a common misconception that social media is the golden bullet when it comes to generating buzz - only 10% of conversations about brands are online and this research shows that less than 5% are in social media. The vast majority of brand conversations are actually in the real world among real people. So what gets the conversation started in the first place? And what influences the tone of voice used and ultimately what impact does that have on brand consideration and sales?
In November 2012 the inTV group commissioned InSites Consulting, which is an award winning specialist agency in the field of WOM research, to help answer these questions. InSites conducted a large scale survey of over 1,600 online interviews across 5 European countries (UK, France, Germany, Italy and Spain) among matched samples of inTV viewers and non-viewers. The research focused on 6 key product categories and maps conversations at a brand level in the following sectors - banking & finance, automotive, travel destinations, mobile/tablets, airlines and watches.
DVJ Insights optimising brand strategy and media investmentSimon McDonald
How to combine consumer surveys, internal and external data and consumer knowledge to optimise media and brand strategy. Learn from academic and scientific principles and apply to your tracking solutions.
Social Media around the World 2012 (by InSites Consulting)InSites Consulting
Social Media around the World 2012 report by InSites Consulting (data collected by SSI and translations by No Problem). The full reports offers 5 eye-catching insights on the status of social media and more than 2.000 facts & figures about social media in 19 countries. Topics cover main adoption and usage, interactions of consumers with brands, impact of branded conversations, evolution of mobile and the opportunities for structural collaboration between consumers and brands. For more information contact Marketing@InSites-Consulting.com.
SlideShare now has a player specifically designed for infographics. Upload your infographics now and see them take off! Need advice on creating infographics? This presentation includes tips for producing stand-out infographics. Read more about the new SlideShare infographics player here: http://wp.me/p24NNG-2ay
This infographic was designed by Column Five: http://columnfivemedia.com/
No need to wonder how the best on SlideShare do it. The Masters of SlideShare provides storytelling, design, customization and promotion tips from 13 experts of the form. Learn what it takes to master this type of content marketing yourself.
10 Ways to Win at SlideShare SEO & Presentation OptimizationOneupweb
Thank you, SlideShare, for teaching us that PowerPoint presentations don't have to be a total bore. But in order to tap SlideShare's 60 million global users, you must optimize. Here are 10 quick tips to make your next presentation highly engaging, shareable and well worth the effort.
For more content marketing tips: http://www.oneupweb.com/blog/
Are you new to SlideShare? Are you looking to fine tune your channel plan? Are you using SlideShare but are looking for ways to enhance what you're doing? How can you use SlideShare for content marketing tactics such as lead generation, calls-to-action to other pieces of your content, or thought leadership? Read more from the CMI team in their latest SlideShare presentation on SlideShare.
How to Make Awesome SlideShares: Tips & TricksSlideShare
Turbocharge your online presence with SlideShare. We provide the best tips and tricks for succeeding on SlideShare. Get ideas for what to upload, tips for designing your deck and more.
Event: Government 2.0 Conference-cum-Exhibition
Organizer: Hong Kong Information Technology Federation (HKITF)
Date: June 25, 2010
Time: 2:00 pm – 6:00 pm (TBC)
Venue: 4/F Exhibition Centre, HKPC Building, Kowloon Tong
Objective: With enthusiasm to promote e-Government service amongst the Government officials, general public and IT industry practitioners, Government 2.0 Conference with the support of Office of the Government Chief Information officer (OGCIO) was held on June 25, 2010 to explore the strategic directions of e-Government service in Hong Kong, investigate the possibility and challenges of using Web 2.0 tools for e-Government service.
Event Agenda: http://www.tinyurl.com/gov20-agenda
International Customer Experience World PresentationChantel Botha
Design tips for brands who want to be loved in social media
In this mobilized, socialized world it becomes more and more important for brands to understand the consumer’s always changing expectations. I now expect my grocer to tweet back in 10 minutes because my bank does it and I expect my favourite neighbourhood coffee shop to give me discounts when I check in on Foursquare because Starbucks does it.
The experience designer is faced with challenges that the always on-net and social consumer creates through their reasonable and sometimes unreasonable expectations. Word of mouth has turned into word of the ever mighty thumb and in his mobile world, all I have to do is tweet a brand about how angry they make me and instantly I can influence the purchasing behaviour or my and their followers.
This presentation will share insights of how to design experiences for the traditional and now social channels with the aim to be transparent, consistent, authentic and true to the brand’s essence.
The USC Annenberg Innovation Lab undertakes three kinds of activities:
* Design challenges that provide technical support, mentorship and prizes to USC students developing prototypes, applications and business ideas.
* Research on the digital media revolution and its impact on governments, businesses, creators and consumers.
* Ongoing dialogues that bring together students, executives, artists, entrepreneurs, scholars and policy makers.
Social Media / Case Studies for design studiosBharath Haridas
An introduction to social media for the initiated to look deeper into the history,context,nature of content and ways in which to figure out the right channels for the intent. Custom made for design studios.
____________
material sourced from different sources will be added soon.
_____
may not be self explanotory, notes will be added.
Presentation by Neville Hobson and Shel Holtz at Ragan Communications Social Media/Public Relations conference at ING House in Amsterdam, The Netherlands, on April 12, 2012.
Vienna Social Media Conf, 20 April 2009Mat Morrison
These are the slides that accompanied a presentation I gave last night at IKP’s kom.update. It was a LONG presentation, so it covers a working "Practical definition" of Social Media (by no means the only definition!), Porter Novelli’s "4 step" approach to addressing Social Media, and the Integration Triangle.
I want to thank IKP for the opportunity to come to Vienna to give this talk! Find out more at http://www.ikp.at
Presentation a BGIedu (Bainbridge Graduate Institute) alumni workshop "Introduction to the Social Web". Topics included Shared Language, Definitions of Social Web, Social Networking, Social Media, Web 2.0, Blogs, etc.
Virtual Ethnography: Bridging the Gap between Market Research and Social MediaAlterian
While there have been many different applications of social media data in the marketing field, one that is not well known but is arguably the most interesting, is Virtual Ethnography.
Virtual Ethnography is the process of conducting and constructing an ethnography using the virtual, online environment as the site of the research. With Virtual Ethnography, a market researcher can study a community online to gather insights within the context of marketing strategies and/or initiatives.
John Song & Jen Kersey, share their insights into Virtual Ethnography and illustrate them with a case study for the beloved marshmallow candy Peeps . The findings are both entertaining and quite insightful from a marketing perspective.
The end of average is over: how to bring back our EDGE?InSites on Stage
No need to repeat the VUCA world is here and it is here to stay. While the power of ‘averages’ has successfully served the marketing community for so long, applying average thinking is now turning brands all over the world into zombies with most consumers not caring if 76% of all brands would disappear (Havas Media Group). If brands want to remain relevant and successful, they need to let go of average and embrace the edges. In his talk, Kristof De Wulf shares his view on how brands can benefit from edgy versus average thinking.
Fast-forward to more contextual, more agile and smarter qualitative research, a presentation by Annelies Verhaeghe & Sophie Van Neck for the ESOMAR Qualitative Research Congress on November 7, 2018 in Porto (PT).
Although research communities are probably one of the biggest disruptions happening in our industry in the past years, we believe that there is yet again another game changer around the corner: online chat. Online chat and chat bots will, in our opinion, make qualitative research more agile, more contextual and smarter. To explore the opportunities that chat offers, we decided to set up an experiment with Heineken. Join us on our journey and discover what we think might be the future of qual!
Market Research Today, Tomorrow and the Day after TomorrowInSites on Stage
Market Research in Germany – A picture of the future of the German research industry based on a study among German corporate researchers. Presented by Tom De Ruyck at the Planung & Analyse Insights 2017 event in Frankfurt (DE).
Does the future of your business depend on luck? Only 11% of decisions are taken with input from consumers, yet in these fast-forward times the need for agile consumer connection is growing. Not only do the traditional long linear research cycles need to move towards ongoing ‘test-learn-developed’ cycles, the technological (r)evolution brings many opportunities for research.
Presentation on contemporary consumer conversations by Annelies Verhaeghe as presented at Confirmit’s Mind Your Language Event in London in June 2017.
De Comeos e-commerce studie zit al aan de zevende editie en is het grootste e-commerce consumentenonderzoek in België, in samenwerking met InSites Consulting. In deze studie schetsten we een duidelijk beeld van de Belgische e-consument en hoe die evolueert in al zijn aspecten. Hét rendez-vous van het jaar voor iedere handelaar die intensief bezig is met e-commerce en omnichannel.
By its very definition, the pursuit of insights is an exercise in empathy. Surveys, focus groups, data collection, and so on — all just means to empathize with research subjects, to walk in their shoes. Like never before, virtual reality can almost literally put researchers into the shoes of their subjects. Using affordable 360-degree cameras and basic virtual reality, your clients can now experience the world of their consumer.
Rumblings about virtual reality and its promise have been around for years. Now, the promise has arrived. Come to see how virtual reality is already making an impact in our industry. A presentation by Thomas Troch, Business Director at InSites Consulting
The patient is no longer patient. Presentation of Christophe Jauquet (Business Director Health & Medical, InSites Consulting) at the European Health Insurance Conference in Berlin on Friday 23 March, 2017.
Since the early days of business, marketing gurus have preached their beliefs on how to build strong brands. These theories and models have been translated into numerous books to provide a clear framework for marketers on what to aim for and how to grow their brand.
But in this abundance of models and theories, marketers might find themselves lost in translation. In this presentation, we aim to simplify the world of marketing and bundle these frameworks in three main Brand Religions beyond the classic ‘Kotler-ian’ thinking, nl penetration, influencers and relationship religions.
SkyTeam, one of the largest international airline alliances, launched a pilot customer centricity project for their key product – SkyPriority. The pilot project used an innovative approach designed to evoke a feeling of customer centricity through research. Following the pilot implementation, we looked back and found a positive impact on high value customers and SkyPriority managers. Customers felt they could better collaborate with SkyTeam, and more importantly, they felt more valued as customers when compared to people who did not take part in the program. Airline managers also had a positive perception of the project and reported improved implementation of the SkyPriority product.
Recent insight generation work we conducted in our own industry has demonstrated that survey research needs to change drastically. We need to become more agile, smarter and more in line with today’s marketing standards, as well as better follow the pace of the business. We believe that, in order to make surveys strive again, we need to start embracing the possibilities of smart data integration. We are THE ideal industry to get the most out of ‘small data’. We will offer a framework to describe the different possible flavours of data collection beyond explicit questioning. In addition, we will share, based on a series of data integration experiments with global brands, what the added value is of each type and how they contribute to better insights and a higher return on those insights. Presented by Angie Deceuninck & Annelies Verhaeghe at ESOMAR Congress in New Orleans on Monday September 19, 2016.
Community member disengagement: a fundamental threat for viable research communities, presented by Steven Debaere (PhD IESEG) in collaboration with InSites Consulting at the ASC International Conference in Winchester on September 9, 2016.
This is the full slidedeck of our Smartees Workshop on Turning Insights into Impact, hosted by Tom De Ruyck (Managing Partner, InSites Consulting) in Ghent on Tuesday June 14, 2016.
Shaping your business together with patients Smartees WebinarInSites on Stage
This is the full slidedeck of our Smartees Webinar on 'Shaping your business together with patients', hosted on June 9 and streamed life from our Ghent office. Presentation by Christophe Jauquet (Business Director Health & Medical) & Sarah Van Oerle (Reserach Consultant).
Alieke Stubbe's pitch for the Febelmar Young Talent Award. The challenge? How can the research industry prepare itself today in order to be ready for challenges of tomorrow. With her presentation on the price of privacy Alieke convinced the jury of her talent and was therefore awarded Febelmar Young Talent of 2016.
Beyond measuring buzz at WARC Next Generation Research
1. Beyond Measuring Buzz
Drawing Deeper Insights Through Social
Media Research
WARC Next Generation Research
17th January 2013
Krista Cornelis
Project Leader, Research & Intelligence, RTL Nederland
Simon McDonald
Business Director, InSites Consulting UK
2.
3. 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
Surveys
Discussions 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
4. What shall we talk about?
The
Challenges
Social Media Netnography?
Real time feedback
The biggest ethnographic database in the WORLD. EVER
Content door Bas
ForwaR&D Lab Social Media Communities
A community within
Where next?
5. What shall we talk about?
The
Challenges
Social Media Netnography?
Real time feedback
The biggest ethnographic database in the WORLD. EVER
Content door Bas
ForwaR&D Lab Social Media Communities
A community within
Where next?
6. 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
7. What shall we talk about?
The
Challenges
Social Media Netnography?
Real time feedback
The biggest ethnographic database in the WORLD. EVER
Content door Bas
ForwaR&D Lab Social Media Communities
A community within
Where next?
8.
9.
10. What shall we talk about?
The
Challenges
Social Media Netnography?
Real time feedback
The biggest ethnographic database in the WORLD. EVER
Content door Bas
ForwaR&D Lab Social Media Communities
A community within
Where next?
12. Challenges
Activate and engage facebook fans of TVOH
Discuss the show and their sponsors ‘in heat of moment’
Evaluate 2nd screen actions like The HomeCoach App
Best practices for future 2nd screen actions
Idea generation for TVOH season 3
14. ForwaR&D Lab
Challenge
- Consumer behaviour changes
- Customer challenges changes
- Research context changes
We have to continually adapt to
these evolutions
Challenge: apply our MROC know-
how and best practice within natural
communities like Facebook.
15. Your Voice community
Facebook community
Homepage
Community
Structured environment
with different rooms for
different goals:
• Your voice
• Feedback
• Lounge
• Blog
16. Your Voice community
voice
Facebook community
Complete
screener
Getting the right people on
board:
- Fan of the show
- Connection with the
‘brand’
- Willingness and
eagerness to join
17. Facebook experience
Seamless
integration
Key success factor: the
seamless integration with
the Facebook look & feel
and procedures:
- Posting
- Commenting
- Liking
18.
19. Why this study?
Listen to our audience: the fans of TVOH
Gain insight into online actions
21. 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
23. Participant quotes
“Thank you for listening to the
audience! Good to know that you are
“You reacted well to
open to everything the viewer thinks
the options offered
and 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.”
24. Associations with TVOH
Fantastic
Professional 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
25. General rules for online content creation
Low barrier
Relevance
Creativity
26. Example: Creativity
“Always fun to be able to create something myself ;)..”
“My daughters are 13 and spent an afternoon making
their 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.”
27. General rules for online content creation
Low barrier Integration
Relevance High chance to win
Creativity Brand-specific incentive
Social function Steep learning curve
28. Example: Steep learning curve
“I really like this game, but after
10 minutes I quit because I
know that I ‘ll never be as fast
as the people with the high
scores 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.”
31. Vodafone HomeCoach App
“The HomeCoach App is simply
brilliant! (..).It’s not a problem that
it’s sponsored by Vodafone, the ads
stand out but are not disturbing (..).
They do not constantly show the
brand, which I appreciate a lot!"
32. Vodafone HomeCoach App
Social Integration
function
“We always check who “I really like the HomeCoach
got the most points App! I feel more involved
that week. And we also with the program.”
often talk about it
concerning the new
fragments that you have
to evaluate during the
week.”
34. Vodafone HomeCoach App
“I am definitely more involved in the
show since the HomeCoach App.
Before, we often went out on Friday
evening and we taped TVOH to watch
it on Saturday evening. But now I
want to watch it live, because
otherwise I cannot participate!”
35.
36. What shall we talk about?
The
Challenges
Social Media Netnography?
Real time feedback
The biggest ethnographic database in the WORLD. EVER
Content door Bas
ForwaR&D Lab Social Media Communities
A community within
Where next?
40. 40
Clients will always
work with segments,
they will just get new
names
41. Old segmentation New segmentation 41
Understanding 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
42. 42
WHY 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
43. 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
45. Beyond Measuring Buzz
Drawing Deeper Insights Through Social
Media Research
WARC Next Generation Research
17th January 2013
Krista Cornelis
Project Leader, Research & Intelligence, RTL Nederland
Simon McDonald
Business Director, InSites Consulting UK
46. Beyond Measuring Buzz
Drawing Deeper Insights Through Social
Media Research
WARC Next Generation Research
17th January 2013
Krista Cornelis
Project Leader, Research & Intelligence, RTL Nederland
Simon McDonald
Business Director, InSites Consulting UK