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

PROMO TVOH.m4v

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