On Wednesday, Eric, Greg, and Nathan came to talk to the Marketing Society about Nielsen, you know, that tiny market research company that started in 1923. Today it has grown so large as to include employees and clients from over 100 countries. Whoa! (Or Woah! for those of you who like to spell it wrong.) Eric told us that Nielsen has three main functions: measure, track, and monitor. He said that Nielsen analyzes 55% of the world's advertising, but he also said that number might be low. Nielsen scans billions of transactions in retail stores so they can consult clients on what consumers are buying. They have alliances with many other companies including dunnhumby who came in a few weeks ago. Eric said that clients are split into two categories. One is watch which is where they try to understand media consumption and monitor competitors, and the other is buy which is when they try to understand consumer behavior and help develop and launch new products.
Next, Greg, who has worked at Nielsen for less than a year, talked for thirty minutes about how great the company is. Not really. But he did say it is a terrific placed to work and that he is very impressed. Nielsen can help clients optimize their efficiency with real-time feedback. Also, Greg mentioned that Nielsen would be relocating to the old Goldman Sachs building downtown. Everyone in the room responded with an "oooooo" only to be followed by collective laughing. Greg discussed the shift form offline marketing to online marketing and then within online marketing, a shift from banner ads and such to social media. Nielsen has a three tier model to measure effectiveness. First they look at reach to see if it got to the right people. Then they look at resonance to see, well, if it resonated with the people it reached. Finally, they look at reaction: did the campaign work?
At the end of the presentation, Nathan came up to tell us about his experience as an intern. He told us that Nielsen is seeking A-level talent. He said there is a merit based culture at the company which means that you get rewarded for the work you do. If you are interested in an internship, check out the Emerging Leaders Program at nielsen.com.
On Wednesday of this week, guest speaker Emily Christner, VP of Marketing at tvguide.com and TV Guide Moblie, came in to give us "straight talk about the TV business." After everyone loaded up on tasty fajitas from (PRODUCT PLACEMENT ALERT) Fresh Tortilla Express, Emily started talking about the wonderful world of TV Guide Digital. She started off with a poll question: "What do you think of when you hear or see TV Guide?" A lot of people mentioned their grandmas and a couple people mentioned their parents. One student aptly summed up the general consensus when they said, "I think of old people." Now now, before anyone gets offended, let me lay down some facts. TV Guide is a lot younger than most people think: Half of tvguide.com users are under 35 years of age.
Emily talked a bit about the concept of social tv. Social tv, according to a poll TV Guide conducted is "being able to connect with shows, actors, and other people." So live tweeting during new episodes of shows and checking in to FourSquare to say you're watching a show are a few examples. Social media makes people feel like they can save a show that is in the talks of being dropped; sometimes they can save a show. Lots of television networks rely on companies like Nielsen to gauge a success of a show, but sometimes Twitter is a more accurate indicator.
One of the coolest things that Emily mentioned was tvguide.com's The Watchlist. The Watchlist is basically your own personalized TV Guide. You start by adding tv shows and movies and actors you watch and like. Then, you will get a super long list of what channel the show will be on or when the next movie with your favorite actor will be on or where you can stream that episode or movie online. It also comes in app form- for FREE! It's really cool. And if you don't believe me, maybe you'll believe TechCrunch, and TechCrunch never calls anything cool. So it's kind of a big deal. Check it out for yourself at tvguide.com. Also, check out these articles from the Wall Street Journal and the New York TImes:
Thanks to everyone who came, we hope you enjoyed it. Next Monday we will be having our Adversay Kick-off featuring Best of the Summer Ads and on Wednesday Jack Daley, the VP of Marketing at Nickelodeon, will be coming in! So excited. Nick's 90s cartoons were my childhood. Finally, Thursday is the Haagen Dazs Mentor Mingle. Can't wait to have some new buddies!
Hey guys, Katherine, MktSoc VP here!
This past Friday The Marketing Society hosted its first Community Service event with Nielsen and with Stern Cares. We all headed down to Sara D. Roosevelt Park in LES/Chinatown to help beautify the park. This event provided us a really great opportunity to meet and network with people from Nielsen. Volunteers had the opportunity to mulch, untangle hoses, spread nutrients, and pick up trash. Kathy, the park manager, was also a really amazing person who told us all about the history of the park, information about park maintenance, and all about the types of plants they have in the park.
In the morning, I helped pick up trash in the park on the left-hand side of the park between Hester and Grand Streets. Upon initial glance, I thought it would take maybe 15 minutes to clean up the park, but boy was I wrong! It definitely took me over 2 hours, even with the help of Nielsen volunteer Kate. I had met Kate before at previous Nielsen networking and recruiting events, so it was great to be able to see her again and chat! We talked about topics from marketing to her work at Nielsen and also about The Marketing Society. We also talked about fun stuff too, like cupcakes! One of the interesting things about this type of work was the weird types of trash that we found! Q-tips, floss picks, lotto cards, someone's phone number...Kate and I had a fun time trying to craft a story about the person littering in this park.
Around noon we all took a break and enjoyed some delicious Popeye's, courtesy of Stern Cares. All the volunteers munched on crispy chicken, buttery biscuits, and slurped on some super sweet tea. It was nice to take a break, especially when it was starting to warm up.
In the afternoon I went back to finish up one last patch of the park with Vivian, one of our industry managers, and Reina, another volunteer from Nielsen. We had a great time telling her all about our Stern undergrad experience. We also talked to her about her work on the watch side, which was great, since most of the people I've met at Nielsen work on the buy side. We also got some great advice on getting an MBA since her husband is doing his part-time MBA at Stern.
Everyone finished up their work around 2, and by then it was absolutely gorgeous out! After the event was over, Bonnie, our MktSoc President, was nice enough to treat all the volunteers to Red Mango, which was very very yummy.
Overall, I thought this was a great event for us to start a relationship with Stern Cares and to continue our relationship with Nielsen. Next year, as President of the Marketing Society, one of my goals will be to have more community service opportunities for the club, so having this event was a great start!