ChallengeConceive and develop a next-generation, Web 2.0 platform which allows consumers to become a collective voice of change by sharing their opinions and media consumption habits about entertainment with not just millions of other consumers, but with Nielsen, the world’s leading provider of marketing information, audience measurement, and business media products and services.

SolutionHey! Nielsen launched in Beta in the Fall of 2007. Combining social networking, a proprietary ‘opinion engine’ and a buzz tracker, Hey! Nielsen provides real- time metrics on not just what is popular in entertainment, but also why, while giving consumers a voice they have never had and helping Nielsen re-invent the ways they conduct audience measurement.

Case Study: The Nielsen Company

USER EXPERIENCE

What is Hey! Nielsen?

Hey Nielsen is an Opinion Engine

+ It is a website where visitors have the ability to both view and express opinions about the media and products they have contact with.

+ Further, it also provides a way for people to affect change in how media and products are developed.

What does one do on Hey! Nielsen

DiscoverWhat’s the buzz? What are the opinions about media and products that people are most discussing at any given time?

ExpressMake public your opinions about the entertainment you consume – including cheers, jeers and suggestions – and see if others agree or disagree.

ShareExtend your opinions and lists with others beyond the Hey! Nielsen website.

LearnGain insight with data derived from Hey! Nielsen users and other Nielsen properties.

LIVE DEMO

NIELSEN VIEW

The Nielsen CompanyWorld's leading provider of marketing information, audience measurement, and business media products and services

+ Nielsen Media Research

+ Nielsen Entertainment

+ Nielsen Online (Buzzmetrics, etc.)

+ Nielsen Business Media (Billboard, Hollywood Reporter, Brandweek, etc.)

+ Nielsen Mobile

Nielsen not known among consumers other than “Nielsen Ratings”

Nielsen was looking to develop an innovative B-to-C platform that would complement its re-branding efforts

Background

Consumers’ entertainment consumption habits/platforms are changing

+ Tivo/DVR

+ Mobile

+ Online Video

+ Social Networks

Background

Objectives

+ Brand Nielsen to the 18-34 demographic as a thought leader in the media universe. Nielsen showing itself not just listening, but inviting conversation and dialog

+ Create platform for users who are keenly interested in engaging Nielsen to give their feedback, particularly on entertainment

+ Study the participants of the community and monetize that research with both syndicated and custom products

+ Crystallize “One Nielsen” approach having all major divisions of Nielsen participate in the initiative – input from Online, Mobile, and Entertainment (Billboard, Hollywood Reporter)

+ Recruit participants into other Nielsen panels – for example, Super Bowl commercial survey, which combined data from across the company for a widely-quoted report

Process/Approach

+ Sourced feedback and needs from each division

+ Conceived H!N, how the parts fit together

+ Stress concept of users running the show/content

+ Iterative/agile development process

+ Clearly defined ‘Reasons For Being’

+ Stay focused, don’t try to do too many things

+ Don’t compete, be unique

Launch/Growth Strategy

+ Alpha Employees only, build content

+ Beta Extract employees, turn over the keys

+ Viral initiatives Including blogger and message board outreach, contests and member referrals

+ Ad partnerships With Nielsen Business Media online publications, including Billboard and Hollywood Reporter

+ Selected ad buys In independent entertainment sites

+ CPA Lead Gen

+ SEM

Future

Continuous Enhancements

Hey! Nielsen user and client functionalities are continually being

enhanced. Additional social networking features and mobile

functionalities are being developed, including more sophisticated

member tools, richer demographic information and further

integration with existing social networking sites.

¡Oye! Nielsen

The Nielsen Company is also planning to launch ¡Oye! Nielsen, a

Spanish language site for US Hispanic consumers based on Hey!

Nielsen’s platform.

THE NUMBERS

120,000 Registered Users

60% Female / 40% Male

Average age is 35

52% are between the ages of 14 and 34

Spend approximately 32 minutes per visit

Highly engaged and entertainment savvy

New York

135 West 26th Street8th FloorNew York, NY 10001

Warren AckermanPrincipal and VP(415) 278-9700

warren@beaffinitive.com

Thank You!Thank You!

www.beaffinitive.com

California

665 Third StreetSuite 230San Francisco, CA 94107