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

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ack

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ows

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pect

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ish

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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