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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 Drawing Deeper Insights Through Social
Media Research
WARC Next Generation Research
17th January 2013
Simon McDonald
Business Director, InSites Consulting UK
Krista Cornelis
Project Leader, Research & Intelligence, RTL Nederland
We allow participants to ENGAGE
with us anytime, anywhere (online,
mobile, asynchronous methods…).
We make it fun for them to give
more & better answers
(gamification, audio-visual cues,
design…). We empower them to be
co-researchers (crowd
interpretation, co-moderation…).
Online Group Discussions
Consumer-led Ethnography
Research Communities
Social Media Listening & Netnography
1on1 Online Interviews
Digital Surveys
Engage
METHODS
The Challenges
Real time feedback
Content door Bas
ForwaR&D Lab
What shall we talk about?
Social Media Netnography?
The biggest ethnographic database in the WORLD. EVER
A community within Social Media Communities
Where next?
The Challenges
Real time feedback
Content door Bas
ForwaR&D Lab
What shall we talk about?
Social Media Netnography?
The biggest ethnographic database in the WORLD. EVER
A community within Social Media Communities
Where next?
Buzz volume
Sen
tim
et
Eating
Professional
Housing
Payment
Guilt
Identity
Telephone call
Treatment
Diagnosis
Transport
Dog
Personal care Law
Clothes
Active
Friends Decision
Safety
Religion
Diseases
» Finding right treatment not easy
» Never ending
Elderly and their caregivers discuss…
The Challenges
Real time feedback
Content door Bas
ForwaR&D Lab
What shall we talk about?
Social Media Netnography?
The biggest ethnographic database in the WORLD. EVER
A community within Social Media Communities
Where next?
The Challenges
Real time feedback
Content door Bas
ForwaR&D Lab
What shall we talk about?
Social Media Netnography?
The biggest ethnographic database in the WORLD. EVER
A community within Social Media Communities
Where next?
The new Viewer
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
Challenges
Where is the Fan?
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.
Your Voice community Facebook community
Homepage
Community
Structured environment
with different rooms for
different goals:
• Your voice
• Feedback
• Lounge
• Blog
Your voice community Facebook community
Complete
screener
Your Voice community Facebook community
Getting the right people on
board:
- Fan of the show
- Connection with the
‘brand’
- Willingness and
eagerness to join
Facebook experience
Seamless
integration
Key success factor: the
seamless integration with
the Facebook look & feel
and procedures:
- Posting
- Commenting
- Liking
Listen to our audience: the fans of TVOH
Why this study?
Gain insight into online actions
Total experience
Listen to our audience: the fans of TVOH
Why this study?
Gain insight into online actions
1. Examples from community
2. General rules
3. Case: HomeCoach App
3.368
Posts on the community
Participant quotes
“Thank you for listening to the
audience! Good to know that you are
open to everything the viewer thinks
and to his/her experience!”
“You reacted well to
the options offered
by the social media.”
“Very original and especially also
very handy for the producers to
discover how people feel about it!”
“Facebook is an
excellent channel for
this type of thing. From
the start I thought that
RTL has used social
media properly in their
productions.”
Associations with TVOH
Professional Original
Honest
Quality
Fantastic
Musical Respect
Talent Humor
Entertainment Super
Exciting Best
Pure Surprising Talentshow Music
Real Exciting
High Quality
Respectful
Nice Fun
Singing contest
Sang Quality Refreshing
Addictive
Classy
Innovative
Distinctive
Low barrier
Relevance
Creativity
General rules for online content creation
Example: Creativity
“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.”
“Always fun to be able to create something myself ;)..”
Low barrier
Relevance
Creativity
Social function
Integration
High chance to win
Brand-specific incentive
Steep learning curve
General rules for online content creation
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.”
Vodafone HomeCoach App
650.000
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!"
Social
function
“We always check who
got the most points
that week. And we also
often talk about it
concerning the new
fragments that you have
to evaluate during the
week.”
Vodafone HomeCoach App
Integration
“I really like the HomeCoach
App! I feel more involved
with the program.”
Vodafone HomeCoach App
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!”
The Challenges
Real time feedback
Content door Bas
ForwaR&D Lab
What shall we talk about?
Social Media Netnography?
The biggest ethnographic database in the WORLD. EVER
A community within Social Media Communities
Where next?
Where Next?
Twitter Habits of Senior Business People
39
40
Clients will always
work with segments,
they will just get new
names
41
Understanding motivations
The “real self”
Detailed profiling for media planning
Old segmentation New segmentation
I am what I like / I like who I like
The “digital self”
Detailed profiling for media planning
42
Define digital identity kits
WHY Pinterest?
Fastest growing social
network EVER!
Top site to detect social
trends
Longest time spent by
users of ALL social
networks
The
Adventurous
Foodie
1 1. New contemporary
segmentation
2. Huge opportunity for
content planning &
engagement with fans
3. Impactful reporting by
making research into an
art
To Conclude
Beyond Measuring Buzz Drawing Deeper Insights Through Social
Media Research
WARC Next Generation Research
17th January 2013
Simon McDonald
Business Director, InSites Consulting UK
Krista Cornelis
Project Leader, Research & Intelligence, RTL Nederland
Beyond Measuring Buzz Drawing Deeper Insights Through Social
Media Research
WARC Next Generation Research
17th January 2013
Simon McDonald
Business Director, InSites Consulting UK
Krista Cornelis
Project Leader, Research & Intelligence, RTL Nederland