Within RTL, Mirte van Deursen works as a Project leader in Research & Intelligence and Kelly Batist works as a Junior Community Manager. In this article they share how an online community of millennials helps them shape TV programs, online formats, campaigns, branded content – making them ready for the future.
For media companies, it is becoming increasingly important to know if the content they develop will attract a large enough audience. With people having so much choice over what to watch and when and where, it is key to know what people find interesting.
“We wanted to get to know what was going on in the lives of 18-25 year olds. We figured that an online community platform can put us in constant contact with our audience, and can give us opportunities to ask our them anything we wanted to, whenever we wanted to.” says Mirte. “We had worked with CMNTY Platform before and had seen, first hand, that online communities were very effective methods for gaining insights from target audiences. Our previous success had made all of us excited to start our latest community; the WE ♥ VIDEO-community.”
RTL has many different departments (i.e. branded content, spot, YouTube, Videoland, program management) and for the company as a whole it’s important that any audience related questions that exist across the board get incorporated into their research.
Mirte continues: “We started off by inviting millenials into the WE ♥ VIDEO-community and get things going. A few weeks later – when the community had generated some content – we invited our colleagues to have a look. This helped them understand the power of community research. Moments later they started sending us research questions that could be asked in the community and that really got things going!”
Kelly Batist, who is responsible for moderating the community, appreciates being in direct contact with members. “The best thing about working with online communities, is being in close contact with members. There are so many opportunities that allow us to bridge the divide that often can separate a company from the people it serves. I think members are also really enthusiastic about speaking with people from such a big company and knowing that their voices are heard.” says Kelly.
RTL recently created a concept test for an online format called The Mix-up. Members shared their opinions and feelings about this new format.
“We let the community know what the results were, and they are really excited to know that their feedback is taken into account for new formats. It is very valuable for them to know that their opinions count. Members see that their voices are heard and that motivates them to continue participating in the community. In one of our projects, members were so engaged that they started their own facebook group to continue discussing things even after the project has ended! Sharing results is one of the most important things to do in an online community!”