The document discusses advanced methods for social media research, including netnography, consumer-led ethnography, and real-time feedback, aimed at understanding audience engagement. It emphasizes the importance of creating enjoyable and participatory online experiences, with case studies on successful community-driven tools like the Vodafone Homecoach app. The research highlights the need for adapting to evolving consumer behaviors and harnessing insights from vast ethnographic databases to enhance content planning and user interaction.

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

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?

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?

11. The new Viewer

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

13. Where is
the Fan?

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

19. Why this study?
Listen to our audience: the fans of TVOH
Gain insight into online actions

20. Total experience

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

22. Posts on the community
3.368

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.”

30. Vodafone HomeCoach App
650.000

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.”

33. Vodafone HomeCoach App

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!”

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?

37. Where Next?

38. Twitter Habits of Senior Business People

39. 39

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

44. To Conclude

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