Social media as a research platform final a11 12 2012
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Transcript of Social media as a research platform final a11 12 2012
Social Listening: A Tool for your
Market Research Arsenal
Melva BenoitSVP, Analytics Innovation Research & StrategyFOX Broadcasting Company11/12/2012
Market Research Challenges
Proliferation of choices for market research has increased dramatically with new ways to
look a data constantly immerging
Ongoing InsightCustomer Behaviors and Attitudes
Communication of Relevant and Authentic Consumer Insight
However, needs remain the same…
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.
Social Listening – 2 Ways
Social Media Monitoring
Private Online Community
social brand intelligence
Social Listening Benefits
Deep Insights
Context Customer Relationship
FOX BROADCASTINGCollaboration Method & Findings
Launched in January, 20062,000 18-49 year oldsFOX and 20Th TV viewersDirect collaboration with viewers
On-going Communication
Programming Marketing Feedback
Understand TV Landscape
Welcome To Project FOX
Business Objectives
Business Impact
Real Time Viewer
Feedback
Enhance Future
Programming
Pass-Along & WOM
CompetitiveLandscape
Drive Tune-In
More honest feedback
Increased viewer loyalty
Authentic advocacy
Viewer Impact“I love SYTYCD and summer shows on other
network channels but I really like the Summer cable
shows on TNT, USA, and especially SyFy.”
FOX BROADCASTING and FOX FILMS
Internal Collaboration Method & Findings
Cost EffectivePlatform
The Opportunity
What are the benefits?
SeniorMgmt.Support
ResearchExpertise
Great Content
Collaboration - Newscorp Internal Communications &
20th Filmed Entertainment Research & AIRS
Launched in January, 2012230 employees joined for one year23 projects completed/ 10 parallel
tests50% activity rate
Validate Cost Effectiveness
Marketing Feedback 20th Films
Programming Feedback FBC
Business Objectives
www.ournews.com
Business Impact
Active Research Platform
Real Time Feedback
Free $$$Research
Employee Generated Feedback Platform
Television & Film
Business Impact
Viewerstune
-inco
reSe
e re
al-ti
me
wat
chin
g c
ohor
ts
netw
orks
mar
ketin
gob
tain
driv
ein
form
ation
gain
quic
kly
deci
sion
insi
ght
deep
erar
eas
conn
ectio
n
programming
competitive
learndislikeappealmaking
processcurrent
developconcern
showgain tr
ack
capturebr
ing
vario
usim
pres
sion
sun
ders
tand
view
erpr
ogra
mm
ing
like shar
esh
ows
delv
e
potentialmarketing
reachcampaigns
gaug
efu
ture
programs
new
refin
eus
ing
opin
ions
voic
eas
pect
ses
tabl
ish
view
ertim
efeedback
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
Thank You