What is Nielsen? What does Neilsen do?

The Online User

Nielsen’s approach to measurement

• Representative, people-based panels

• Comprehensive, census-based measures

Research Methodology• Online audience usages• Demographics• Video consumption• Advertising activity• Search trends• Word-of-mouth• Consumer-generated media

Marketing Measurement Technologies

• Tagging• Probing• Ad collection• Surveys

Online Panel

Why use panels to collect research?

The panel needs to be representative

• Should represent users of all:– Genders– Ages– Income levels– Employment status– Etc.

Server log data vs. Panel based data

Why Nielsen works• Unique audience figures

• Detailed demographic information

Nielsen’s numbers are sometimes lower than those from other online measurement companies.

Social Media & Online Brand Metrics

Nielsen and Facebook

Social Media Intelligence

• Mastering the social media landscape can be the difference between "like" or "#fail" for your brand.

Why Social Media?

Generation C• Teens and people in their 20s• Active social media users• A community of digital natives that

partner with brands

How to strive in the social media world?

• 1. Be involved in conversations within and across “tribes”

• 2. Gain a social status

• 3. Talk to the community, not the individual

• 4. Create constant connectivity

• 5. Maintain a continuous partial presence

• 6. Allow customers to be co-creators