final paper bnn

8/14/2019 Final Paper BNN

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F a y

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B N N

Trends & St ra t egies in th e c rea t iveindus t ry

Ma tth ijs Leender t se 15 th of January 2010

Erasmus Universi t y

Pre-mas t er Media & Cul t ure


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2 Social Media vs. BNN

Welcome!

Let me introduce to you.. 3

The starting point. 4

Part 1. 5

Part 2. 12

Proposal for empirical research 15

Financial proposal 16

Literature 17


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Let me introd uce to you

FaithInMedia is a company that has become an expert on social media strategies. Through

knowledge and experience our company has made successful social media strategies for

several companies. It is our believe that we can help companies to become successful on the

level of social media. Our goal is to work towards a social media strategy that is totally in

line with the brand. That are designed not just for any company in general, but f or every

company in particular especially to the needs of that company. Our mission is to bring

added value for companies that are eager to start using social media as a strategy.

Wh a t can you expect?

Full service, professionalism, creativity, commitment and just that little bit extra.

Wh a t do we expect from you?Focus, ambition, an open mind, good criticism, input, dreaming rather than rationality.


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Th e st arting Point .

Social media is probably the most talked about term of the past year in media. More and

more people are joining any kind of social media-platform, as they begin to discuss, rate and

share information on all sorts of subjects. Companies have noticed this trend, as they start

finding ways to meet them there. BNN, public services broadcaster for young and dynamic

people has also noticed this. The values of BNN are; surprising, tough, humor and

differently. These values are what BNN stands for , therefore they are constantly checking if

their programs are still in line with those values. BNN focuses on young people in the age

from 15 till 35.

As an owner of research company Faith InMedia, Marc Adriani, senior vice president of BNN,

asked us to do a research proposal and pitch to solve a pressing issue for BNN. The question

BNN asked is:

- How can BNN use social media to enrich the television programs?-

In this research proposal and pitch we will give a starting point to solve this pressing issue.

To answer this question we will focus on two aspects of the question, namely what? and

how? . Those two questions are central in this proposal and will be answered through

academic research. The what question is important, because it will be the foundation for all

further research of this pitch. The question will answer why it is important for BNN to startintegrating social media into their strategy. In second part we will answer the how?

question and come up with a proposal for further empirical research as a starting point for

integrating social media into the television program s of BNN.


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Pa rt 1 . Wh a t? What can BNN gain from a social media strategy?

As national 1 and international 2 media sites and blogs see engaging in social media for

companies as a trend for 2010, the question remains what the necessity for a company like

BNN is to use social media and what they can gain by engaging in social media. Engaging insocial media, according to us of FaithInMedia, basically means that we want to use social

media as strategy for companies to their benefit. This could mean to improve or start the

communication with their audiences, but it could also mean that they want to provide in

certain ways to deal with the brand of a company. Either way, FaithInMedia could help BNN

to choose the best strategy that will fulfill the needs of both BNN and audience.

This issue will be answered in this part of the proposal by looking at why they could benefit

from a strategic point of view, like the target -group. Then I will discuss a technologicalaspect, and at last I will discuss an economical aspect, namely customer engagement.

Three key aspects to answer the question of why BNN should engage in social media.

1 (Dutchcowgirls, 2010)2 (Armano, 2009)


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The long tail of T was also discussed by Chris Anderson on his blog. He thinks of this as

content that is not available through traditional distribution channels but could

nevertheless find an audience (Anderson, 2005). ou could divide this into four different

categories 9:

1. Existing T shows that you, for any reason, can t reach.

2. Archives for old shows.

3. Shows that are made, but are not shown on television.4. ideo s that have the opportunity to be made, if only there is an audience.

The traditional ways of broadcasting don t give us the opportunity to broadcast the

different cases listed above, but with digital television and Online T the long tail of T

actually comes to life. These two technologies have various of chances to answer the needs

of audiences that couldn t be answered before. For digital television this means that you can

watch television programs on demand, whenever you want. Besides that digital television

provides a lot more channels. Channels where broadcasters as BNN can broadca st shows for

smaller audiences, the niches of the long tail. Online T can be used to watch old shows or

to test out new shows, that are not yet broadcasted on television. The core of all these

advantages of new technologies is that it creates more i nteractivity with and choices for

your audience, that traditional media lack.

Economic a l - Customer eng a gement .

We have seen that engaging in social media can have benefits to serve your target group in

a better way and due to technological invention broadcasters can now start to pay attention

to niches of audiences. There is still one aspect as to why BNN should engage in social

media, the economical level. There are also economic benefits social media can provide. In

this segment this economic benefit will be discussed. Marketing managers are constantly

renewing their strategies. The latest developments have been on the level of web

marketing. Marketing managers have noticed the rise of social media and they are

beginning to include this in their online marketing strategy.

9 (Anderson, Long Tail T

: Conclusion, 2005)


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13 (Li te 2009)14 (C e St ie i - ei )


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The whole concept attracts over 3 million people every month 15. The case study of Nike

shows that customers want interactivity and that this interactivity can benefit the company

by customer engagement. The latest technological trends on the web has allowed Nike to

let their customers in control on the website of NikeID.

Concluding

The three levels that are discussed above all show that there is a big opportunity for BNN on

all three of these levels. On a strategic level, they are aware of their target group as it comes

to their television programs, but online they don t have a clue of where their target group is

spending time. Marc Adriani mentioned that they use twitter and hyves, but you could

twitter all day long, not saying one word that a ctually reaches their audience. The samecounts for the technological advantages BNN could use. BNN is part of the digital channel

101.tv. This is good start, but it lacks the kind of creativity that their telev ision programs do

have. BNN is also part of uitzendinggemist.nl, online T where people can watch old shows,

but BNN has the power and creativity do a lot better serving the needs of their target group.

BNN should also benefit of this long tail, but what they first need to know is what are those

needs of their audiences. With this information they c an then build a whole niche strategy

to provide for the needs of more people in their target group. The digital channel 1o1.tv

could eventually start serving these niches. The economical level shows that, through social

media, BNN has to build more interactivity and customer engagement of their audience

with the brand of BNN.

All this information shows that BNN has ev erything to gain when it comes to a social media

strategy and a lot less to lose. Engaging in social media for BNN is a necessity. Either they

are falling and their image as surprising and different broadcasting channel will be

damaged, or they will be flying and stay ahead of the game. FaithInMedia can help BNN to

accomplish a successful social media strategy and become as successful online as they are

with their television programs.

15 (

ernhout, 2008)


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P art 2. How? How can BNN use social media to enrich the television programs?

The benefits for BNN to engage in social media are now clear on more than one level. We

have first looked at the level of strategy. BNN s target group is very active on the world wide

web. Secondly, new technologies of television as digital television and online T allows

BNN to serve the specific needs of more people. And last, on economic level social media

marketing can become the most important way to build and maintain a solid relationship

with an audience, through customer engagement . The question remains what the best

strategy is for BNN to engage in social media and eventually use this information to enrich

their television programs. A clear answer to this question is something that companies are

still trying to find, because social media for them is still quite a new thing to build a strategy

for. For BNN it actually is necessary to engage in social media, because otherwise they willlose their audience. All this information of part 1 of this proposal will now be the starting

point for a good and solid social media strategy in the future.


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Digita l Emb assy Str a teg y

As FaithInMedia mentioned before, social media as a strategy is still new, but there are

indeed good examples of building a strategy around social media. One way of doing this is

the digital embassy strategy, made famous as a good way to build relationships between

customer and company by Steve ubel. ubel is director of insights for Edelman Di gital, a

division of Edelman, the world s largest P -firm. This digital embassy strategy is basically

that you pro-actively start building up relationships with your audience through different

types of social media, called embassies. The company needs to build these embassies in

different social networks, depending on where their audience is spending their time on the

web. In order to build relationships, companies should not only be present in these

embassies, but should also add value for their customers. In times where audiences are

fragmented, establishing embassies helps to accomplish these long term relationships. Thismeans that companies are no longer working from behind the scene, but are active in the

same field as their audience. Eventually BNN can collaborate with their audiences, which

will provide more customer engagement, improving the relationship between user and

provider. 16

BNN could embrace this digital embassy strategy to start using social media to enrich their

television programs, with all the benefits that are discussed in the first part of this proposal.The information a digital embassy strategies provides can be used in a platform for BNN s

target group. This platform then, gives BNN all the information as to what their target

group wants to see, where they want changes in programs, which issues are important for

them and what shows are the most popular. In the end all this information can be used to

enrich the programs of BNN. This strategy is easier said than done, because it needs good

and solid empirical research. But be aware! The future of BNN will be in a social media

strategy, because this is where the future is. The effort it will take to start this will definitely

be worth it, because of all the b enefits it brings along.

16 ( ubel, 2009) ( ubel, De embassy strategy van Steve ubel (Edelman Digital), 2009)


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14 S ci l e i .

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i V t ti t t cce

ll i le e te ci l e i i t t ei

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Propos a l for empiric a l rese arch

ubel mentioned that before you start building embassies, you should do as much research

as you can 19. ou need to understand where you can find your audience and in which

communities they are spending their time on the web. As we have seen in the case study,

TMF is already implementing social media generated content into their television programs.

Before they could do this, a survey among their target group helped TMF to understand the

whereabouts of their target group better. 20

FaithinMedia is ready to start doing empirical research for BNN. A quantitative survey about

social media among a big group of t heir audience will help to understand what BNN s

audience is doing on line and where they are spending time. Besides that we will do

qualitative research like interviews about specific whereabouts online with 20 people. The

results of this survey and interviews will serve as a starting point for a social media strategy

for BNN. FaithInMedia is enthusiastic to help BNN start new ways of engaging with social

media, their target group. The benefits BNN will get are huge and will lead to even better

T programs, online and on T !

19 ( ubel, De embassy strategy van Steve ubel (Edelman Digital), 2009)20 (Social Media Strategie TMF)


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Financia l Propos a l

Survey consisting of:

y Quantitative: survey among 700 people.

y Qualitative: 20 interviews

The results will be analyzed through SPSS by our researchers.

The written report will show graphs and tables with useful information about the target

group.

Costs:

Survey amount of hours: 20

Interviews amount of hours: 20

Analysis and W ritten report amount of hours: 24

Fee researchers 40 euro per hour.

Total: 64 x 40 = 2 60 euro


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Liter a ture

Anderson, C. (2005, Januari 17). Long Tail TV: Conclusion. Opgeroepen op Januari 3, 2010,

van The Long Tail. Wired Blogs:

http://www.longtail.com/the_long_tail/2005/01/long_tail_tv_pa_2.html

Anderson, C. (2004, Ok tober). Wired 12.10: The Long Tail . Opgeroepen op Januari 8, 2010,

van Wired:

http://www.wired.com/wired/archive/12.10/tail.html?pg=1 topic=tail topic_set=

Armano, D. (2009, November 2). Six social media trends for 2010 . Opgeroepen op Januari 7,

2010, van Harvard Business eview:

http://blogs.hbr.org/cs/2009/11/six_social_media_trends.html

Belicove, M. E. (sd). Riding the long tail of e -commerce to increased profits . Opgeroepen op

Januari 9, 2010, van Doba: http://www.doba.com/drop -ship-

articles/selling_on_ebay_articles/riding_the_long_tail_of_e-

commerce_to_increased_profits.html

Case Studies - NikeiD. (sd). Opgeroepen op Januari 9, 2010, van Critical Mass:

http://www.criticalmass.com/clients/casestudies/casestudy_nike.htm

Croteau, Hoynes. (2003). Media. Society. California: Sage Publications.

Dutchcowgirls. (2010, Januari 4). Zeven social media trends voor 2010 . Opgeroepen op

Januari 6, 2010, van Dutchcowgirls: http://www.dutchcowgirls.nl/social/3167

riffiths, . (2009, Januari 2). 4 key benefits of social media marketing . Opgeroepen op

Januari 3, 2010, van Blog for Profit: http://www.blogforprofit.com/social -media/4-key-

benefits-of-social-media-marketing/

Lister, M. (2009). New Media, a critical introduction. London New ork: outledge.

Mediagebruik van Nederlandse jongeren . (2008, September 7). Opgeroepen op Januari 5,

2010, van N C - Achtergrond:

http://www.nrc.nl/achtergrond/article1975291.ece/Mediagebruik_van_Nederlandse_jonger

en


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ijnders, . (2009, Oktober 23). Media/Marketing - Technologie . Opgeroepen op December

15, 2009, van Emerce: http://www.emerce.nl/nieuws.jsp?id=2987843

oekel, E. v. (2008, Maart 19). Gebruik social media in Nederland volgens Forrester .

Opgeroepen op Januari 6, 2010, van Marketingfacts:

http://www.marketingfacts.nl/berichten/gebruik_social_media_in_nederland_volgens_forr

ester/

ubel, S. (2009, September 17). De embassy strategy van Steve ubel (Edelman Digital).

(M. v. Broek, Interviewer)

ubel, S. (2009). Five digital trends for 2000. Edelman Digital.

Social Media Strategie TMF . (sd). Opgeroepen op December 14, 2009, van Media Embassy -

online marketing innovators: http://www.mediaembassy.nl/case_5.php

TMF ( egisseur). Kijk dit Nou! via www.youtube.com [Film].

ernhout, A. (2008, November 11). Het benutten van innovatieve klanten door strategisch

competentiedenken. Opgeroepen op Januari 10, 2010, van Innovatief Organiseren:

http://www.innovatieforganiseren.nl/innovatie-en-bedrijven/het-benutten-van-

innovatieve-klanten-door-strategisch-competentiedenken/


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Management S umm a ry

In this research proposal and pitch we, from FaithInMedia, will give a starting point to solve

this pressing issue. The question is: How can BNN use social media to enrich the television

programs?

Part 1 . Wh a t? Wh a t can BNN ga in from a socia l medi a str a teg y?

If we look at what BNN can gain from a social media strategy, we have three levels. The

strategic level shows that their target group is very active on the web. Technological BNN

could benefit from new technologies , like digital television and Online T , to eventually

start serving more people of their audience. Economical, social media is a good way to

create more customer engagement and build and maintain long term relationships with

their audience.

Part 2. How? How can BNN use social media to enrich the television programs?

The digital embassy strategy is a strategy to engage in social media. Through research you

will get to know where your audience spends on the internet in terms of social networks. In

these network you build your embassies to eventually benefit both your audience and BNN.

The information the digital embassy strategy provides can be used to enrich programs of

BNN in the future.

Propos a l for empiric a l rese arch .

A survey among target group and intervi ews with some people of that audience will give

information to start a digital embassy strategy in the future.


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Sh ort Critic a l Reflection

This short critical reflection is about the pitch and research proposal for Marc Adriani, senior

vice president of BNN. The question he asked is how social media could enrich their

programs. There are a few things that I could have done differently.

First of all I am not sure if my work totally levels the demands that a pitch in the economic

life has. This is because I never had to write a pitch before. I have found it difficult to actually

sell my idea to the board of this company. I have constantly been questioning the style I

have been writing my paper in.

The second thing is that I am not totally sure of the empiric al research. It could be that this

is too short. Then again, it is a pitch. ou do have to make the board curious and not totally

put your idea out there and at the same time sell your idea. For me this barrier between

giving too much information and too little information was very hard to keep.

The last thing I am critical at, is the decision which sources you should use and which not.

During this whole course we have been writing a lot about social media. The moment I

began writing my paper I found it ha rd to choose the right sources. There was so much

information and everything seemed relevant.

final paper bnn

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