Tuesday, July 20. 2010
Social Media TV Research
Posted by Russell Goldsmith
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Taken from this month's issue of Onward.
Oh the irony. I’ve been asked to write an article on how we are integrating social media into our business, and like the people who brought us Twitter, my Onward editor has limited my word count!
I’ll therefore spare the statistics as I think we all now know just how much social media is taking over the consumer media diet and instead, I’ll get straight onto where we see a new opportunity for brands to embrace two areas of the markettiers4dc group business that we have so much passion about, Broadcast and Research.
No matter which social network you happen to favour, the one consistency in this increasingly important space, is that people like to share their opinions in a live environment, creating discussion and debate. So it’s quite handy that we have a research agency called Opinion Matters and a TV studio that allows us to create live broadcast content for people who are engaged online to talk about.
Welcome to Social Media TV research.
Monitoring discussion within social media about your brand and knowing when to respond, or when to just listen, has become a key part of the ongoing communications mix. But finding out about conversations on the likes of Twitter, Facebook etc is a reactive process. So how beneficial would it be to embrace the technology that consumers enjoy, i.e., the live conversation, but be proactive by inviting them to join in with a live debate. This whilst all the while engaged by the other aspect of online that they enjoy doing - watching video, now made a daily experience for most of us.
Opinion Matters Live! (OMLive!) is a service that is now coming into its own. It gives clients the chance to replace the age old tactic of traipsing up and down the country in numerous viewing facilities and hotel rooms organising focus groups. Instead, in one evening, they can invite a group of screened individuals to watch, what is in effect, a live online TV show; broadcast from our studio, with the participants answering quantitative and qualitative questions that appear on their screen during the broadcast. The results of those questions are analysed immediately and can be viewed by brand observers anywhere in the world as they too can take part online. At the same time, viewers can join in an ongoing debate in a moderated discussion board that sits on the same page.
This is exactly what The Blue Door did for their software client that wanted feedback for a new product launch in May. We invited 30 respondents, predominantly parents, from across the UK to log on and join us for a 40min live show with the objective of getting feedback about potential new advertising creatives and website design pre-launch.
At the end of the session, we asked our live panel for their feedback on what it was like to take part in the process.
The response was tremendous –
here’s what some of them said about the event:
“Hi, I’m new to this and really enjoying this format”
“Hi - Just to say I love this way of research - works really well for me - do invite me if you do it again!”
“Enjoyng it, very interesting giving live opinions”
Take it from someone who was sat in the studio gallery watching these responses come through, this is a fantastic and exciting way for a brand to embrace Social Media . . . and we even allow our live participants to tell us what they think in more than 140 characters!
For more information on OMLive! go to: http://bit.ly/tvresearch
Oh the irony. I’ve been asked to write an article on how we are integrating social media into our business, and like the people who brought us Twitter, my Onward editor has limited my word count!
I’ll therefore spare the statistics as I think we all now know just how much social media is taking over the consumer media diet and instead, I’ll get straight onto where we see a new opportunity for brands to embrace two areas of the markettiers4dc group business that we have so much passion about, Broadcast and Research.
No matter which social network you happen to favour, the one consistency in this increasingly important space, is that people like to share their opinions in a live environment, creating discussion and debate. So it’s quite handy that we have a research agency called Opinion Matters and a TV studio that allows us to create live broadcast content for people who are engaged online to talk about.
Welcome to Social Media TV research.
Monitoring discussion within social media about your brand and knowing when to respond, or when to just listen, has become a key part of the ongoing communications mix. But finding out about conversations on the likes of Twitter, Facebook etc is a reactive process. So how beneficial would it be to embrace the technology that consumers enjoy, i.e., the live conversation, but be proactive by inviting them to join in with a live debate. This whilst all the while engaged by the other aspect of online that they enjoy doing - watching video, now made a daily experience for most of us.
Opinion Matters Live! (OMLive!) is a service that is now coming into its own. It gives clients the chance to replace the age old tactic of traipsing up and down the country in numerous viewing facilities and hotel rooms organising focus groups. Instead, in one evening, they can invite a group of screened individuals to watch, what is in effect, a live online TV show; broadcast from our studio, with the participants answering quantitative and qualitative questions that appear on their screen during the broadcast. The results of those questions are analysed immediately and can be viewed by brand observers anywhere in the world as they too can take part online. At the same time, viewers can join in an ongoing debate in a moderated discussion board that sits on the same page.
This is exactly what The Blue Door did for their software client that wanted feedback for a new product launch in May. We invited 30 respondents, predominantly parents, from across the UK to log on and join us for a 40min live show with the objective of getting feedback about potential new advertising creatives and website design pre-launch.
At the end of the session, we asked our live panel for their feedback on what it was like to take part in the process.
The response was tremendous –
here’s what some of them said about the event:
“Hi, I’m new to this and really enjoying this format”
“Hi - Just to say I love this way of research - works really well for me - do invite me if you do it again!”
“Enjoyng it, very interesting giving live opinions”
Take it from someone who was sat in the studio gallery watching these responses come through, this is a fantastic and exciting way for a brand to embrace Social Media . . . and we even allow our live participants to tell us what they think in more than 140 characters!
For more information on OMLive! go to: http://bit.ly/tvresearch
