Webinar:The Secret to MTV Networks Online Community

1
Webinar The Secret to MTV Networks Online
Community Date Tuesday, September 15th,
2009 Time 2pm (EST)
2
Introduction
David Iudica MTV Networks Director, Digital Ad
Sales Research e david.iudica_at_mtvn.com
Ellie Sykes Vision Critical VP, Community
Insights e ellie.sykes_at_visioncritical.com
Jenna Dorman Vision Critical Manager, Media
Entertainment e jenna.dorman_at_visioncritical.com
3
Agenda
4

• / Marketings profound paradigm shift.

5
90 of people that can TiVo ads do
18 of traditional TV campaigns generate a
positive ROI
6
Marketing needs to look at engaging consumers
more, using social media to glean insights
winning back trust of consumers by showing
concern about them.
Kim Dedeker Market Research VP
http//adage.com/article?article_id134144
7
brands can now be strengthened or destroyed by
the use of social media. Online networking sites
are being used as giant, free focus groups.
8

• WELCOME TO THE..

9

• / MTV Networks, 150 Channels, 350 Digital Media

10
The Power of MTV Networks
11
Driving More Meaningful Connections
12
Why We Developed My Voice
13
My Voice Connects
Digital Ad Sales Partners
Entertainment Consumers
14
Introducing My Voice
Video Introduction
15
Overview
Online Hub 15,000 MTV Network FansMedia
ConsumptionOnline ActivitiesPurchase Behavior
16
Segments
Online Hub 15,000 MTV Network Fans 4 Segments
17
Branded - Entry Page
18
Branded Portal, Mens Room
19
Engagement - Exclusive Content
20
Interaction Visual Survey
21
Interaction - New Ad Testing
Ad
Ad
Ad
Ad
22
Interaction - Discussion Forums
23
Member Generated Content
Is it wrong to be in love with the Jonas brothers?
The iPod Game Well... its not technically a
game but I got it off Facebook Put your iPod
on shuffle and what are the first 5 songs that
come up? Mine are 1. I Don't Want To Be by Gavin
DeGraw 2. What Goes Around... Comes Around by
JT 3. Stop! The Love You Save by The Jackson 5 4.
Mad by Ne-Yo 5. Jizz In My Pants by The Lonely
Island (LOL)
You know the game. Follow the alphabet. Just a
game to pass the time. I'll start.  A is for
apple.
Does anyone have any recommendations of books
that I could read? I just finished reading The
Hunger Games and The Last Lecture.
Thought I'll Start A GAME! LolHow To Play
First you answer the question thats above you,
then say something about yourself, then ask the
next person a question. For Example The Question
is  "How Tall Are You??
24

• / Project Examples Secrets to Success

25
Project Examples
Tracking Social Behavior

• Healthcare client.
• Cross segment study.
• Understand impact of social behavior.
• Communication strategy

26
Project Examples
Pre-Pitch

• Wireless company.
• Targeting Moms.
• Factors drive consumer behavior.
• Drive marketing strategy and messaging.

27
Project Examples
Refine Campaign

• Create idea around sharing aspirations.
• Validate concept.
• Investigate how people engage with social
  networks.

28
Project Examples
Consumer Insights

• Luxury brand.
• How do teenage girls define glamour.
• Marketing and communications planning.

29
Results
30
Secret to Success
31

• / The Media Evolution

32
Types - Ad Research
Category Usage Studies Consumer Context Ad
Testing / Advertising ROI Creative Message
Testing Benchmark Against Gen. Pop
Brand Integration Cross Platform Campaigns Word
of Mouth Impact Custom Advertiser Studies
33
Types - Audience Research
Consumer Profiles Pilot Testing Promo Testing New
Media Research Editorial Programming
Brand Research Concept Testing
Development Cover Testing Recruit-to-View Personal
ity Fit Testing
34
Fast Flexible
35
Deeper Profile
36
VIP Members
37
Combine Quant Qual.
38
Voice of the Customer
39
QA

• / MTV Networks Vision Critical

40
Introduction
David Iudica MTV Networks Director, Digital Ad
Sales Research e david.iudica_at_mtvn.com
Ellie Sykes Vision Critical VP, Community
Insights e ellie.sykes_at_visioncritical.com
Jenna Dorman Vision Critical Manager, Media
Entertainment e jenna.dorman_at_visioncritical.com