Final Assignment On BNN and Social Media

Omroepvereniging BNN Durfal Interactieve Concepten VOF
Postbus 646 Stroveer 30

1200 AP Hilversum 3032 GA Rotterdam
Tel: +31(0)35 655 53 33 Tel: +31(0)6 2811 9608
Fax: +31(0)35 655 53 35 Mail: ikwilinteractie@durfal.net
Web: www.bnn.nl Web: www.durfal.net
Research Proposal
Client BNN
Case TV programs & Social Media
Date 15/01/2010
Research Proposal | BNN & Social Media
Welcome
page
I. Time to choose 3
II. The case & short summary 4
III. BNN 5
IV. Times are changing, TV and Society 6
V. Social Media 9
VI. BNN and Social Media 12
VII. Future Forecast 14
VIII. The proposal 15
IX. To keep in mind 17
X. Financial 19
XI. Let’s Interact 20
Attachments
XII. Literature 22
XIII. Critical Evaluation 24
© Durfal | Interactive Concepts | 2010

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I Time to choose
Coffee or tea? Blond or brunette? Nothing is what it seems, and that’s why hard to make a decision
without knowing one or another. So let us introduce our selves:
Durfal
Durfal is a creative company that investigates and creates interactive brand communication. Our
ambition is to connect people and brands in a relevant matter. We believe that brands should always
provide their consumers with meaningful experiences; this is how preference for a brand develops
and lasts. We excel in research and strategies. Through many research we know what people, and
especially young adults, are looking for. And what we are looking for: companies that we can help
becoming even better. With our roots in communication and leisure we complete each other at the
right points. Accompanied by more than 30 professionals on research and innovative and interactive
communication strategies, we work for clients such as Snickers, Boursin, Sanoma, Albert Heijn,
Universal Pictures and Unilever.
Durfal is founded in 2002 by Loes Al and Judith Al and has his office in Rotterdam, the Netherlands.
We are two ambitious women that are overloaded with creativity. The origin of our specialism lies in
the established power of interaction. We move people through the interactive brand strategies and
concepts we develop. But not before we thoroughly analysed the environment of the target group.
We bring brands to the places where their consumers originally are, within social networks, on
events, in Google, on the street or as part of a good conversation. Throughout the interaction
between people and brands we offer sustainable value. In collaboration with our clients and their
consumers we do research and develop websites, sales promotions, events, games, branded content
concepts and more… This does not in any way imply that we underestimate the usefulness of
traditional media; we apply them whenever we can. Our focus on innovation and trends enables us
to incorporate new developments as mobile marketing, guerrilla, social networking and word-of-
mouth into our concepts. But only when this contributes to the overall goal: a durable relationship
between people and brands (In10, Unknown).

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II The case and a short summary
The Question
Marc Adriani, CEO at BNN, came to Durfal to solve a pressing issue:
“How can social media enrich the TV programs of BNN?”
First we analysed the question of BNN. It shows that they see the changes in society and the gap
that it has created between the traditional media and the target group of BNN. They also see the
enormous popularity of social media, especially among the target group of BNN. Before we can make
a statement about the answer to the question, we need to investigate these two phenomena’s; the
changing society and social media. But first, we will take a look at BNN. Who is BNN and what is their
strategy?
Short summary
Due to technological, economic and social changes, the society has changed dramatically. The
traditional sender  receiver model can no longer be applied. Internet offers people the power to be
in charge, this has resulted in prosumers and co-creation. What does this means for a traditional
medium like BNN? How can BNN still reach their audience in this changing media landscape?
Social Networks are growing fast and the term social media is gaining popularity. This interesting
for BNN at three levels: interactivity, networked and virtual. By integrating these three features into
an ‘old’ medium like TV, BNN can enrich their programs and adapt to the needs of their target group.
Before we can do any statement on How, we need to investigate the environment. We prefer the
strategy of Steve Rubel: the Digital Embassy. According to this strategy, BNN will actively build
several embassies on the online social networks. This will result in engagement by the target group.
Before we can start building up any embassies, we need to know how. We need to know how and
where the BNN audience spends their time online. To answer the question ‘ How will the TV
programs of BNN look like in 2020?’, we also need to keep in mind the changes in society. There for
we suggest an empirical research with the focus on technologic, economic and sociologic changes.
This research will provide you all the required information, and makes you able to start enriching
your programs with social media.

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III BNN
BNN is most known as a TV-station but is also active on radio (Radio 1, 2 and 3FM) and Internet
(www.bnn.nl). Their target group are adolescents and young adults in the age of 13 to 34 years. BNN
is straight forwarded, speaks it’s mind and has no hidden agenda. The values that BNN wants to
represent are Differently, Surprising, Humour and Tough. Their focus is the experience world of
young adults. To keep on track with their target group they investigate the needs and desires of
young adults. BNN not only wants to make programs and content for young people, they also want
to be a part of their social lives. To be part of their lives, BNN needs to be accessible (BNN, 2009).
Traditional media, like Television, is not normally very approachable to people. It doesn’t offers the
same openness as Internet for example. Hereby the raises the question “Why do we need to be
accessible for our target group?”. This question implies the changes in society. But first we will take a
closer look at the history of Television and how it has developed in the past years.

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IV Times are changing
Changing TV Behaviour
Television is a digital form of infotainment and relaxing, and is nowadays for almost everyone
available. But we easily forget that television is still quite a young technology. The first television set
was introduced in the United States in the ‘40s and in a relative short period of time it changed many
parts of our social life. The technology of broadcasting has altered our social life rigorous. While we
cannot imagine not being able to watch television, the introduction did not happen in a blink of an
eye. The habits and practices in the early ‘40s and ‘50s helped shaping the use of television and on
the other hand the technology of broadcasting influenced our habits and practices and provides us
new uses of the technology (Croteau & Hoynes, 2003, p. 320).
Television is often named as a traditional medium, but it is still evolving. New technologies are
changing this characteristic of television, nowadays it is possible to skip TV commercials with Digital
TV, watch a program whenever you want at Uitzending Gemist, watch TV on your computer with TV
on PC, and there is more to come. New technologies will keep on change the use of television. This
does not change the fact that most of us don’t consider digital television as a ‘new’ medium. This
could be because the medium, the television itself, stays the same, while the use of television
changes by new technologies (Lister, 2009).
These new technologies doesn’t automatically attract more viewers. In fact, the numbers of
people watching television for news journals is dropping each year (CBS-Statline, 2009). Overall more
and more people, especially young people, are using internet instead of more traditional media like
newspapers and television.The most important limit on television is that it lacks interaction.
Although television programs try to create interactivity, by for example SMS-services, ‘real’
interaction as possible with the internet, is not yet available.
Revenues going down
Twenty years ago, three TV commercials would reach 80% of the American audience, today it
would take 150 commercials to reach the same audience (Himpe, 2006). The media landscape has
changed dramatically the last years. Nowadays it is even the question if you will reach your target
group with ‘old-fashioned’ TV commercials. BIA Advisory Services revised its forecast in 2009 and
stated that the TV station revenues in 2009 will decline 17.3% to $16.6 billion from 2008, returning
to the levels of 1995. Internet-related revenues will be $556 million in 2009 and not top $1 billion

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until 2013. The overriding picture is that broadcast TV stations' best days are behind them unless
they can reinvent themselves (Mermigas, 2009).
A survey by the Pew Research Centre for the People & the Press, finds there are changes going on
in the way that young people gather their news. Nearly six-in-ten Americans younger than 30 (59%)
say they get most of their national and international news online; an identical percentage cites
television. In September 2007, twice as many young people said they relied mostly on television for
news than mentioned the internet (68% vs. 34%).
The percentage of people younger than 30 citing

television as a main news source has declined from 68%
in September 2007 to 59% currently. This is a huge drop.
It shows that TV must act soon before it’s too late
(PewResearchCenter, 2008).
Changing Society
Media keeps on innovating and changing. Many trends have passed the last years: Facebook,
Flickr, Hyves, Wikipedia, Second Life, Twitter; the list is endless. We shouldn’t underestimate the
effect of these new media on society. The changes of the media landscape has affected consumer
behaviour, production of cultural forms, strategies of media companies market structures and policy
makers.
Pine & Gilmore claim in their book ‘The Experience Economy’ that we are moving towards a society
where people want to experience things themselves. They do not want the media to tell them what
to think and what to do, but they want to communicate and create their own experiences. What
people want is interactivity (Pine & Gilmore, 1999, p. 51). Especially younger people are craving for
new ways to communicate and interact. They adopt almost every new form of communication as if it
is natural (Boschma & Groen, 2006, p. 19).
New technology create new possibilities for media. Nowadays we live in an
information society where people can create and find almost everything
themselves. No longer are they depending on the daily newspaper and the 8
o’clock news, they can check news websites every second of the day and look
up their own. They can give their opinion about things and exchange
information with others information (Croteau & Hoynes, 2003, p. 309).

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New media have six features by which it distinguishes itself from old media; digital, interactive,
hypertextual, networked, virtual and simulated (Lister, 2009, p. 13). These features make new media
big competitors for old media, as for example TV. If TV programs wants to keep being attractive for
audiences, they need to change. TV programs can accomplish this by enriching themselves with
features of new media. Some features, for example digital, are already present. Other features, for
example interactivity, networked and virtual, can be integrated.
By adding those new media features to old media as TV, we refashion old media to answer to the
challenges of new media. This is what we call remediation. Television will not be transformed into a
new medium, but by innovating the medium Television, it can still be an ‘old medium’ in new times
(Lister, 2009, p. 47). By combining old en new media it means that television can still fulfil the needs
of the changing audience. The question is which features of new media, and especially social media,
can we integrate in the TV programs of BNN?
On the 25th of December, the Queen announced in het yearly Christmas speech that because of
the Internet, people become more individualized and care less about other people. She thinks that
because of social networks the ‘real’ friendships can no longer exist (Asseldonk, 2010). A lot of
people were appalled by her statements and disagreed with the Queen. On the website of NRC.next,
a newspaper with quite the same target group as BNN, started a discussion about the conventional
ideas of the Queen and her being disconnected to the people. This shows how much this topic is alive
(NOS, 2009).
We can conclude that changes in media affect society, and vice versa. The history of TV tells us that
that changes are not revolutionary, but always evolutionary. Despite the predictions of the imminent
arrival of new media services, the adoption and use of new media services has gone much slower and
or different than predicted (Croteau & Hoynes, 2003, p. 331).

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V Social Media
The changes in society are partly caused by the changes in the media landscape. In this changing
media landscape, BNN is looking for a way to stay in touch with their target group. Social Networks
are growing fast and the term social media is gaining popularity. But what is this Social Media all
about? Is it interesting for BNN and more important; how is social media interesting for BNN?
What is Social Media?
With the rise of web 2.0 in 1995, a new media revolution took place. Internet became a bigger
player in the economic sector and e-commerce and e-business were born. Today we stand at the
beginning of the new web 3.0 era where people can rate, create and
share their thoughts on the Internet with other people (Bloem, van
Doorn, & Duivestein, 2008). (Bloom, van Doorn, Duivenstijn, 2003: 39)
Sites like You-tube, Facebook, Blog and Twitter are becoming more
and more known by many people. This is the era of social media.
Social media is basically about connecting people to the internet. There are three features of
social media. The most important one is that social media is about sharing, for example knowledge,
personal interest, opinions and experiences, with other people. The second feature is creating. From
creating a basic e-mail address to a whole new virtual personality on the internet. Everything that has
been created by you and posted on the internet is part of social media. The third important feature is
rating or expressing. Every individual has a voice on the internet and can post his or her own opinion,
therefore everybody is a spokesperson. The basic conclusion is that you cannot enter internet these
days without being exposed to social media.
What is so good about Social Media?
Social media has a few economic characteristics that makes it an interesting phenomena. First of
all it is non-rivalling, so this means there is no scarcity and the content is unlimited available for
everybody at the same time. Secondly the costs of the first copy are high, but the marginal costs gets
lower and lower as the quantity grows. And as we have said before; the quantity is unlimited. It can
also be repackaged, recontextualized and features can be added, to keep on track with the needs of
the users. By doing this the target group will keep on being interested. The third characteristic is

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especially interesting for BNN; social media is a cultural product and it makes no difference between
cultural background, religions or whatsoever. Just like BNN it is available to everyone and anyone can
join. Fourth and last it offers the users and the owners a tremendous amount of information. Users
can connect to anyone around the globe who has the same interests (Lister, 2009, pp. 21, 22, 190).
Case study of social media: TMF
Long before the great success of social media as we know it nowadays, like Facebook and Twitter,
TMF was trying to use social media to enrich their formula, which was basically a small and simple
version of the now very popular social networks. TMF has a division Digital Media, that is constantly
trying to improve their strategies of social media-usage. While their efforts in the past has proven to
be very unprofitable and inefficient, they recently hired marketing professionals to define a new
media strategy. The main target is extending the engagement of their target group and making them
familiar and interact with the content of TMF. They are trying to achieve this through profiles on
Hyves, Twitter and an interactive SMS-tool. In the end it’s their goal to get rid of the drastic
separation between TV and online content. (Social Media Strategie TMF) (Rijnders, 2009).
Their main target is engagement of the target group with the brand TMF. They try to achieve this
by bringing the brand under the attention of the target group at every level possible. They use media
as Hyves, Twitter and cross media programs like ‘Kijk dit nou’. While this all seems a success story,
there is a downside to this. The chief of the Digital Media division admits that it is very hard to see if
your strategy is working and even harder to make profit of it. Their main income at this moment
comes from advertisement, which are attracted by the strong and clear vision of the profile of their
target group of TMF. (Rijnders, 2009).
Case studie of social media: Skittles
New media technologies allow companies and people to

move towards certain niche populations in the long tail (Lister,
2009, p. 107). In this way, these new initiatives can be quite
profitable. Or it can completely backfire. A good example is
the attempt of Skittles. In March 2009 Skittles transformed
their homepage into an overlay of possibilities for the visitor
to post comments through links on Twitter, Facebook and Wikipedia.

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By providing the people with a certain power, Skittles is trying to

create a direct connection with their customers, whether this is
positive or not, is yet to be determined. People started posting all
kinds of messages on the Skittles homepage. Positive and negative
comments were placed because they were given ‘the power’ to do
so. Comments such as “Hey mom, I’m on skittles and ‘what the
fuck” till “OMG! Someone hacked skittles.com” were posted on the
homepage of the website. But the most surprising comment did not
originate from the customers but from Skittles itself.
“Just a heads up: Any stuff beyond the Skittles.com page is actually another site and not in our
control. This panel may be hovering over the page, but SKITTLES® isn’t responsible for what other
people post and say on these sites. Click the box below to acknowledge that you know SKITTLES® isn’t
responsible for that stuff.”
The problem is, that ‘stuff’ is on the homepage of skittles and people are not crazy, they can
actually see this. Skittles eventually was forced to change their homepage because of all the bad
jokes and crazy messages. The brand experienced a massive negative publicity and that is extremely
difficult to rebuild.

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VI BNN and Social Media
What does this means for BNN?
Of course BNN doesn’t sit still and watches the changes go by. There have been some recent
initiatives of BNN to make the traditional TV programs more attractive for younger people. They
started the digital channel 101.TV, have a BNN video-chat and a BNN pavilion on Second Life.
101.TV is the digital TV channel of the Netherlands Public Broadcaster Stations, which is owned by
BNN. It is offers 24-hours of TV every day. Everyone who owns the ‘basispluspakket’ can view the
digital channel, which is located behind the decoder. There is also a constant live stream on
www.101.tv. 101.TV offers viewers the chance to co-operate. People can send in their own movies
and get the chance that their own movies are broadcasted at 101.TV. 101.TV wants to be funny,
innovating, interactive and open.
Why is Social Media interesting for BNN?
With these initiatives BNN is moving in the right direction, but if you really want to keep on track
with the changes in society then we need to take it a step further. BNN wants to be accessible and
easy to reach, there for you need to get in contact with your target group. As your target group is
active on social media (they spend more time on the Internet than watching TV) you should be active
there as well. Let’s look at social media and see what can we learn and use of this type of media.
Social Media is interesting for BNN on three levels; interactivity, networked and virtual.
Interaction. Social media is all about interaction. It offers a space where people and brands get in
touch and can start a conversation. This differs social media from traditional media like TV. TV is
about sending (BNN) and receiving (viewer). The viewer can’t intervene with the content that is send
(the programs) and he also can’t interact with BNN by just the TV. Social media is
characterized by interactivity and that’s what makes it so attractive for the
users, they crave for a connection, a chance to speak their mind, to be
heard and have a discourse.
Networked. The second feature that is interesting for BNN is networked.

Online participation of social media is very important. People can connect with other
people that have the same interest and become a member of a community or even start their own.
Friends can be made, even with people you never met before, on social networks sites like Facebook,

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Hyves and Myspace. Conversations can be started with people around the world (MSN Messenger,
Twitter and Skype) and the latest video clips and movies can be seen (You Tube). Social media offers
a connection to anybody in the world. The way that people converse on the Internet, differs from the
way that people converse in real life.
Danah Boyd is a Social Media Researcher at Microsoft Research New England and a Fellow at
Harvard University's Berkman Center for Internet and Society, and she is an expert on the field of
social media an teenager (Boyd, Unknown). She discussed her research on teenagers and their
patterns of using social media at the 2009 Penn State Symposium for Teaching and Learning with
Technology. She noticed that most teenagers go online to interact with friends they already have,
they are not really networking and meeting new people, but they hang out and keep in touch with
people they already know.
Virtual. Besides the features interactivity and networked , social media

offers people a virtual space. They can create a whole new ‘virtual’ life with
their own identity. Identity plays a big role in social media. A shifting sense of
identity has been created (Lister, 2009, p. 269). In a virtual space people and
companies can be anything they want; a super hero, beautiful and attractive, rich and sophisticated,
etc. Unlike in the real world, appearance is like content. It is adjustable, and people can be almost
anything they want.
There are two types of online presentation: presentation of the individual who is using social media,
and presentation of a brand or company who wants to reach their target group. They both should
pay close attention on how they use social media. Information posted online is often encoded with a
preferred meaning; a message that the sender wants to communicate to the receiver. This message
is being decoded by the receivers (Croteau & Hoynes, 2003). Whether it’s a brand or an individual;
they want to present themselves.
Sasan Zarghooni did A Study of Self-Presentation in Light of Facebook. She claims that: “In general,
people seek to present themselves positively. Paradoxically, the fear of appearing too pretentious
may lead people to be so modest that the self-presentation becomes unsuccessful. This is particularly
a problem on Facebook, where users create profiles that they hope will make good impression on
their acquaintances.” (Zarghooni, 2007)

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VI Future Forecast
Looking at the trends and developments in society and in the

field of TV, it is quite sure that the features of social media
become more and more essential to traditional media.
Social media has two effects according to Benkler. The first effect is that social networks has
helped to reshape and improve our relationships with family and friends. Second, there are new
kinds of relationships for different goals because of social networks (Benkler, 2006). Those two
effects can help to benefit the ‘old’ medium television. In fact, broadcasters are already trying to do
this. Many programs have their own Hyves or Twitter account. The problem with this integration is
that it is not really enriching the programs. It only adds a new, but still very fragile way of
communicating with the producers of television.
Evolution, not revolution
BNN wants to inform, guide, stimulate, amuse, entertain and sometimes even confront (BNN,
2009). They are trying to reach this by their website and 101.TV, but new technologies open up more
possibilities for interaction. As media will always keep on changing due to new technologies, it is
important that BNN changes too. Three key features that can help answer this question are
interactive, virtual and networked. This is where social media comes in. Television is already available
in a digital way, however television does not cover all values that could enrich the television
programs in making it interactive by using social media, for example Hyves, Twitter or Facebook.
BNN might be a traditional medium, but that doesn’t mean it can’t fulfil the needs of their target
group. Integrating new media features into TV will not change TV into a ‘new medium’, instead it
becomes a new formula, where old and new media are combined. By integrating these three forms
of new media into an old medium one has to take into account that these features should be
introduced properly and not too fast. Television is a medium we take for granted as we said before.
Radical changes therefore could work out contrarily.
As changes in media are not revolutionary, but evolutionary, we think it is interesting to ask
ourselves the following question: How will the TV programs of BNN look like in 2020? To give an
answer to this question, we will approach this from a teleological perspective and use the Digital
Embassy strategy by Steve Rubel.

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VI The proposal
Digital Embassy
The Digital Embassy strategy is invented by Steve Rubel and a good way to build relationships
between customers and companies. Rubel is director of insights for Edelman Digital, a division of
Edelman, the world’s largest PR-firm. Steve Rubel is always one step ahead of the curve and there for
his Digital Embassy strategy is useful for our question.
The Digital Embassy is all about online engagement and social media, there for it fits our question
and BNN perfectly. BNN can use different types of social media as ‘embassies’ to get in touch with
their target group. BNN shouldn’t just be present on these embassies, but they should really be
active and add value to the lives of their customers. As we have said before, the audiences get more
and more fragmented and this makes it easier for BNN to get in touch with certain groups with the
same characteristics. It is important that BNN creates a different strategy for each embassy and
group. They should analyze where their audience is spending their time on the web, what they are
doing and what they want.
Creating Digital Embassies means that BNN actively operates on the same field as their audience.
This will not only be noticed by the audience, but also provide BNN with an enormous amount of
information. This information can be used to enrich the TV programs of BNN. But before we can
implement this strategy, we need to pay attention to empirical research (Rubel, Insights on emerging
technologies and trends, 2010).
Empirical research
The empirical research should make clear where the audience of BNN spends their time on the
Internet, on what social media are they active, in what communities are they enrolled. This survey
will help BNN to understand their target group better. If the social media characteristics of the BNN
audience are clear, then we can start building those embassies.
Besides the research according to Steve Rubel, we think it is also important to keep on track with the
changes in society. In this paper we already analysed the current trends and developments that
influence the media and BNN. To make a forecast on how the TV programs of BNN will look like in
ten years, from a teleological perspective, we need to look at the future environment. We will focus

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on the economic, technologic and cultural trends. If we analyze these changes we can predict how
the environment of TV programs will look like in ten years, and how BNN can adjust their programs
to this environment.
Technology How has the technology developed the last years and what are the forecasts for the
next ten years?
Economic What is the economic effect on TV programs and what will be the effect in the next
ten years?
Cultural How will the society change in the next ten years because of these technological and
economic changes?
When this research is done, we can make a proposal of how BNN should use social media to enrich
their programs. Maybe they shouldn’t only use it, but maybe they should create their own platform
and that BNN becomes a social medium. An interactive platform where people can meet, create
content, interact and enrich their lives. And maybe has the popular spot of social media been
snatched away by a new form of media. Who knows? That’s why we need to do this research.

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IX To keep in mind
Do it well!
BNN needs to keep in mind that it is hard to make money out of social media. Social media is still
pretty unexplored. It is a free space for people who want to abuse it, so brands should handle it with
care. People are also a bit suspicious about social media. They don’t trust it completely yet.
The most important is that it has to have added value to the target group. For making this project a
success, BNN needs to investigate. They need to make sure that information and actions fits well to
the needs of the target group. Social media is about adding value in a social way or to social
interactions. So instead of just joining, BNN should be listening, energizing, supporting and
embracing the target group. If BNN does this well, it will lead to the high level of emotion,
engagement and involvement of the target group. They will value the efforts of BNN and feel
appreciated. In general BNN should create a an environment where people can socialize, share and
incorporate social validation.
As we can see in this result from a survey MENG group released in November 2008; customer
engagement is the biggest benefit a company can
get from using social media in their marketing
matrix. This is not very surprising as marketing on
social media level is all about sharing, informing
and entertaining influential audiences, and get
the influential audiences on that level that they
are recommending a brand to their friends and
family. This recommendations are unaffordable
for a company, because on social media level the
opinion of the audiences counts even more than
advertisements in print media or on television.
Even though according to Lister et al, building a good relation with customers is an effective way for
marketers to promote a company. The more customers are engaged with your product, the more
they will stick to the company and the more a relation between company and customer will arise.
Costumer engagement is also good to build up a long term relationship with your costumers. People
can feel connected with your company, because of the personal approach costumers engagement is
relying on. Traditional media as TV, gives us little possibility for a personal approach. By using

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customers engagement, audiences can connect with a company and tell them their story and also
have the feeling that they get a response. Instead of a passive audience, there is a conversation
between sender and receiver (Croteau & Hoynes, 2003, p. 303).
(Razorfish, 2009)

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VIII Financial
Rates Junior researcher €30,00 an hour
Senior researcher €40,00 an hour
Literature Junior 10 hrs € 300,00

Senior 5 hours € 200,00
Case Study Junior 10 hrs € 300,00

Senior 5 hours € 200,00
Enquête Junior 20 hrs € 600,00
Interviews, 20 Senior 20 hours € 1000,00
Bureau fee Full Service € 1000,00
Contingencies € 500,00
Total costs € 4.1000,00
th
All the amounts do not include taxes. Valid for two months, until the 15 of February 2010. Additional work always in
consultation with BNN.

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IX Let’s interact
BNN is rebellious, young and differently. Even with the efforts you already take, in this changing
society it is hard to keep in touch with your target group. As we have proven in this research
proposal: there is a cure for the cause. Durfal understands the values and the target group of BNN.
Not only do we provide you with the results of the research, we can also implement them in a new
strategy.
By placing these activities by organisation, the information stays save and clear. We are like BNN;
accessible, open, straight to the point and ambitious. So come by, let’s have a cup of coffee and
make some love.
Durfal Interactieve Concepten VOF

Stroveer 30
3032 GA Rotterdam
Tel: +31(0)6 2811 9608
Mail: ikwilinteractie@durfal.net
Web: www.durfal.net

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Attachments
XII Literature
XIII Critical Evaluation

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XII Literature
Books
 Benkler, Y. (2006). The Wealth of Networks. London: Yale University Press.
 Bloem, J., van Doorn, M., & Duivestein, S. (2008). Me the Media. Nederland: Sogeti.
 Boschma, J., & Groen, I. (2006). Generatie Einstein. Amsterdam: Perason Education.
 Croteau, & Hoynes. (2003). Media. Society. California: Sage Publications.
 Himpe, T. (2006). Advertising is Dead, Long Live Advertising. Amsterdam: BIS Publishers.
 Lister, M. (2009). New Media, a critical introduction. London & New York: Routledge.
 Pine, J., & Gilmore, J. (1999). De Beleveniseconomie. Boston: Harvard Business School Press.
Internet sources
 Asseldonk, P. v. (2010, 01 06). Sombere Beatrix mist tegenspraak. Retrieved 01 12, 2010, from
NOS Koningshuis: http://koningshuis.nos.nl/nieuws/artikel/id/tcm:44-629146/title/sombere-
beatrix-mist-tegenspraak
 BNN. (2009, Januari 1). BNN volgens het boekje. Retrieved Januari 10, 2010, from BNN:
http://pers2.bnn.nl/data/media/db_download/706_63446d.pdf
 Boyd, D. (Unknown). Danah Boyd. Retrieved December 2, 2009, from Danah Boyd:
http://www.danah.org/
 CBS. (2008). Internet verdringt traditionele mediaproducten. Centraal Bureau voor de statistiek.
 CBS-Statline. (2009). Media en ICT gebruik televisie, krant, pc en internet. Centraal Bureau voor
de statistiek.
 In10. (Unknown). English Summary. Retrieved 1 10, 2010, from In10 verbindt mensen en merken:
http://www.in10.nl/pdf/IN10_English_summary.pdf
 Mermigas, D. (2009, July 6). TV Station Revenue Crisis: Mind the Gap. Retrieved December 20,
2009, from MediaPost:
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=109139
 NOS. (2009, December 25). Koningin kritisch over virtuele contacten. Retrieved Januari 12, 2010,
from NOS Binnenland:
http://www.nrc.nl/binnenland/article2445637.ece/Koningin_kritisch_over_virtuele_contacten

22
 PewResearchCenter. (2008, December 23). Internet Overtakes News as News Outlet. Retrieved
December 20, 2009, from Pew Research Center: http://pewresearch.org/pubs/1066/Internet-
overtakes-newspapers-as-news-source
 Razorfish. (2009). FEED: The Razorfish Digital Brand Experience Report 2009 Key Findings.
Retrieved January 10, 2010, from Slideshare:
http://www.slideshare.net/razorfishmarketing/feed-the-razorfish-digital-brand-experience-
report-2009-key-findings
 Rijnders, R. (2009, Oktober 23). Media/Marketing - Technologie. Retrieved December 15, 2009,
from Emerce: http://www.emerce.nl/nieuws.jsp?id=2987843
 Rubel, S. (2010). Insights on emerging technologies and trends. Retrieved Januari 10, 2010, from
The Steve Rubel Lifestream: http://www.steverubel.com/
 Social Media Strategie TMF. (n.d.). Retrieved December 14, 2009, from Media Embassy - online
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 Zarghooni, S. (2007, 10 01). A Study of Self-Presentation in the Light of Facebook. Retrieved

December 2, 2009, from University of Oslo:
http://folk.uio.no/sasanz/Mistorie/Annet/Selfpresentation_on_Facebook.pdf

23
XIII Critical Evaluation
BNN is young and doesn’t follow the rules. That’s why I didn’t feel like writing this paper in a
formal style. I think it suits the case better and it is more attractive for the clients. Though I tried to
use as much theory as I could, I found it hard to use it in a interesting way. My focus on this paper
was a pitch, not just a paper to provide information on the subject. This way I could also write from
my own company: Durfal. It’s a marketing agency and I started it a year ago with my sister. For this
case I extended our expertises with research, but this is not something I normally favour. I think this
also shows from my paper. The focus is on the first part, about society and social media. The
empirical research proposal was a bit hard for me, as I don’t have a lot of experience with research.
I am fascinated about the developments in society and the effect it has on people. I really enjoyed
writing this paper because it gave me a chance to look at the changes in media and the effect it has
on people’s daily live. And of course the changes that are about to come. If you would have asked me
at the beginning of this course if BNN will be able to survive is this new media landscape, I would
have answered with no. But now I know that TV offers possibilities for integrating features of new
media.
Overall I think I did a good job writing this paper. I am interested in the subject and that resulted in
the first place in a paper of 30 pages. I had to cut some cases and bring it back to 20 pages (10 pages
of text). I know I can be a little long-winded when it comes to writing, but I tried to keep it brief and
relevant.
Rotterdam, 15/01/10
Judith Al, 336033

24

Final Assignment On BNN and Social Media

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Final Assignment On BNN and Social Media

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Omroepvereniging BNN Durfal Interactieve Concepten VOF

Postbus 646 Stroveer 30

Case TV programs & Social Media

II. The case & short summary 4

IV. Times are changing, TV and Society 6

VI. BNN and Social Media 12

VII. Future Forecast 14

VIII. The proposal 15

IX. To keep in mind 17

XI. Let’s Interact 20

XIII. Critical Evaluation 24

© Durfal | Interactive Concepts | 2010

© Durfal | Interactive Concepts | 2010

II The case and a short summary

Marc Adriani, CEO at BNN, came to Durfal to solve a pressing issue:

“How can social media enrich the TV programs of BNN?”

© Durfal | Interactive Concepts | 2010

© Durfal | Interactive Concepts | 2010

IV Times are changing

Revenues going down

© Durfal | Interactive Concepts | 2010

The percentage of people younger than 30 citing

© Durfal | Interactive Concepts | 2010

© Durfal | Interactive Concepts | 2010

What is Social Media?

What is so good about Social Media?

© Durfal | Interactive Concepts | 2010

Case study of social media: TMF

Case studie of social media: Skittles

New media technologies allow companies and people to

© Durfal | Interactive Concepts | 2010

By providing the people with a certain power, Skittles is trying to

© Durfal | Interactive Concepts | 2010

VI BNN and Social Media

What does this means for BNN?

Why is Social Media interesting for BNN?

Networked. The second feature that is interesting for BNN is networked.

© Durfal | Interactive Concepts | 2010

Virtual. Besides the features interactivity and networked , social media

© Durfal | Interactive Concepts | 2010

Looking at the trends and developments in society and in the

Evolution, not revolution

© Durfal | Interactive Concepts | 2010

© Durfal | Interactive Concepts | 2010

© Durfal | Interactive Concepts | 2010

© Durfal | Interactive Concepts | 2010

© Durfal | Interactive Concepts | 2010

Rates Junior researcher €30,00 an hour

Senior researcher €40,00 an hour

Literature Junior 10 hrs € 300,00

Case Study Junior 10 hrs € 300,00

Enquête Junior 20 hrs € 600,00

Interviews, 20 Senior 20 hours € 1000,00

Bureau fee Full Service € 1000,00

Total costs € 4.1000,00

© Durfal | Interactive Concepts | 2010

Durfal Interactieve Concepten VOF

© Durfal | Interactive Concepts | 2010

XIII Critical Evaluation

© Durfal | Interactive Concepts | 2010

 Benkler, Y. (2006). The Wealth of Networks. London: Yale University Press.

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

© Durfal | Interactive Concepts | 2010