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inTV - How to harness the power of conversations - full presentation
 

inTV - How to harness the power of conversations - full presentation

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It is widely accepted that brands which harness the power of conversations exponentially increase the value of their paid media with earned media. However, it is a common misconception that social ...

It is widely accepted that brands which harness the power of conversations exponentially increase the value of their paid media with earned media. However, it is a common misconception that social media is the golden bullet when it comes to generating buzz - only 10% of conversations about brands are online and this research shows that less than 5% are in social media. The vast majority of brand conversations are actually in the real world among real people. So what gets the conversation started in the first place? And what influences the tone of voice used and ultimately what impact does that have on brand consideration and sales?
In November 2012 the inTV group commissioned InSites Consulting, which is an award winning specialist agency in the field of WOM research, to help answer these questions. InSites conducted a large scale survey of over 1,600 online interviews across 5 European countries (UK, France, Germany, Italy and Spain) among matched samples of inTV viewers and non-viewers. The research focused on 6 key product categories and maps conversations at a brand level in the following sectors - banking & finance, automotive, travel destinations, mobile/tablets, airlines and watches.

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    inTV - How to harness the power of conversations - full presentation inTV - How to harness the power of conversations - full presentation Presentation Transcript

    • Welcome
    • How brands harness the power of conversations with transmitters! Presented by: Simon McDonald I Business Director I InSites Consulting Belinda BarkerI Chairperson I inTV Group Date: 31st January 2013www.insites-consulting.comGhent I Rotterdam I London I Timisoara I New York
    • The Power of Conversations
    • Word-of-mouth recommendations are effective Word of mouth and positive advocacy biggest driver of purchase intention Word of mouth increases Life Time Value The positive effects of stimulated word of mouth Word of Mouth important Ad Brand Conversations impact buying activation Reach the influencers to spread the word
    • About our beliefs in advertising…. Advertising should be the start of a conversation…a positive conversation about brands and products Says what And what are the outcomes and actions?
    • It’s not about Social Media 90% of conversations about brands are offline O PS! 10 90 On line Offline
    • Understand conversations, influence and talkability about brands Six Categories Regular inTV viewers airlines 118 brands
    • Methodology1,600 interviews on-line interviews inTV viewers* Non viewers**France 200 200Germany 200 200Italy 100 100Spain 100 100UK 200 200Top income earners in non viewer *Regular viewers of international channels (at least once a week) sample boosted to match viewers **non viewers of international November 2012 channels (still watch TV)
    • The Power of Conversations Likelihood to Conversations Effect of change other about conversations on categories peoples purchase funnel opinions Connectors, Brands Tone of voice Mavens, Sales mentioned in conversations towards brands people and CHAMPIONS
    • Dimension 1: FrequencyHow often is a brand or topic discussed by consumers?
    • Category Conversations - Frequency 100% Smartphones/ Travel Banking Motors Airlines Watches 90% Tablets Destinations 80% 70% Monthly 60% 50% Weekly 40% Daily 30% 20% 10% 0%Q. How often do you have a conversation about each of the following topics?
    • Weekly Conversations about Categories inTV v non viewers Index (inTv viewer compared to non-viewer) 147 141 159 163 286 533 60% 40% 20% 0% inTV non inTVQ. How often do you have a conversation about each of the following topics?
    • Who is the conversation with? 0% 20% 40% 60% 80% 100% Family or friends Colleagues Business contacts Contacts via blogging or social media inTV Non inTVQ. Who was involved in this conversation? Please select all that apply.
    • Brands Mentioned in Last 4 weeks Top 3 by category Santander 30% Audi 39% Air France 38% British Barclays 21% Volkswagen 35% 36% Airways BNP Paribas 15% BMW 34% Lufthansa 35% Apple 70% USA 45% Rolex 42% Samsung 53% Australia 25% Omega 31% Blackberry 17% Canada 20% Swatch 30%Q. Thinking about <insert category>, which brands have you had a conversation about in the last 4 weeks? Base: Had a category conversation
    • Motors Brands Mentioned in Last 4 weeks Top 3 by country Audi 39% Audi 34% Renault 49% Volkswagen 35% Ford 34% Peugeot 48% BMW 34% BMW 28% Audi 42% Volkswagen 49% Audi 40% Fiat 48% Mercedes 41% Volkswagen 36% Audi 39% Benz Audi 40% BMW 36% BMW 30%Q. Thinking about <insert category>, which brands have you had a conversation about in the last 4 weeks? Base: Had a category conversation
    • Brands Top 10 Brands – Past 4 week conversations Apple 70% Samsung 53% Blackberry 17% Nokia 16% HTC 14% Sony Ericsson 11% LG 8% Branded Conversations = 91% Acer 6% Asus 5% Motorola 4%Q. Thinking about <insert category>, which brands have you had a conversation about in the last 4 weeks?Base: Had a category conversation
    • Brands Mentioned Mean brands mentioned in previous 4 weeks Total Non Viewer 3.3 3.6 2.8 2.5 2.8 1.7 1.9 2.0 1.8 1.9 2.0 1.7 1.5 1.7 1.2 1.3 1.5 1.1Q. Thinking about <insert category>, which brands have you had a conversation about in the last 4 weeks? Base: Had a category conversation
    • Dimension 2: Tone-of-voice Is a brand or a topic discussed in a positive or negative manner?
    • Sentiment is usually positive towards brands Tone of voice – total category level Mean score 8.0 7.5 7.5 7.1 7.2 5.3 70% 50% 30% 10% -10% -30% Positive – scores 8-10 Negative – scores 0-4Q. During this recent conversation about <insert category from Q5> you said you discussed the brand(s) listed below. Were the discussions about each of these brands positive or negative?Base: Had a branded conversation about the category (allocated randomly to max. 3 only).
    • Conversation Impact is usually positive Opinion change - others Mean score 6.9 6.3 6.3 6.2 6.2 5.4 70% 50% 30% 10% -10% -30% Positive – scores 8-10 Negative – scores 0-4Q. To what extent did the conversation change the opinion of others towards each of these brands after the conversation?Base: Had a branded conversation about the category (allocated randomly to max. 3 only).
    • Travel Destinations – inTV viewers more positive Tone of Voice & Impact - Others Mean score 7.6 7.3 6.7 5.9 80% Non 60% 40% Non 20% 0% -20% Tone of Voice Impact on OthersPositive – scores 8-10 Negative – scores 0-4
    • ConversationsConversation Mapping – Impact +++ Conversation impact – change in others opinion towards the brand Impact on Others --- --- Tone of Voice +++ Positive or negative ‘tone of voice’ towards the brand during the conversationBubble size reflects the volume of category conversations (past 4 weeks).
    • Conversations - BanksConversation Mapping – inTV Viewers versus non-viewers +++ Conversation impact – change in others opinion towards the brand Impact on Others Non --- --- Tone of Voice +++ Positive or negative ‘tone of voice’ towards the brand during the conversationBubble size reflects the volume of category conversations (past 4 weeks).
    • Conversations - AirlinesConversation Mapping – inTV Viewers versus non-viewers +++ Conversation impact – change in others opinion towards the brand Impact on Others Non --- --- Tone of Voice +++ Positive or negative ‘tone of voice’ towards the brand during the conversationBubble size reflects the volume of category conversations (past 4 weeks).
    • Conversations – Smartphones/TabletsConversation Mapping – inTV Viewers versus non-viewers +++ Conversation impact – change in others opinion towards the brand Impact on Others Non --- --- Tone of Voice +++ Positive or negative ‘tone of voice’ towards the brand during the conversationBubble size reflects the volume of category conversations (past 4 weeks).
    • Conversations - MotorsConversation Mapping – inTV Viewers versus non-viewers +++ BASHING Conversation impact – change in others opinion towards the brand Impact on Others Non --- --- Tone of Voice +++ Positive or negative ‘tone of voice’ towards the brand during the conversationBubble size reflects the volume of category conversations (past 4 weeks).
    • Conversations – Travel DestinationsConversation Mapping – inTV Viewers versus non-viewers +++ BASHING Conversation impact – change in others opinion towards the brand Impact on Others Non --- --- Tone of Voice +++ Positive or negative ‘tone of voice’ towards the brand during the conversationBubble size reflects the volume of category conversations (past 4 weeks).
    • Conversations - WatchesConversation Mapping – inTV Viewers versus non-viewers +++ BASHING Conversation impact – change in others opinion towards the brand Impact on Others Non --- --- Tone of Voice +++ Positive or negative ‘tone of voice’ towards the brand during the conversationBubble size reflects the volume of category conversations (past 4 weeks).
    • Conversations – All categoriesConversation Mapping – inTV Viewers versus non-viewers +++ BASHING Conversation impact – change in others opinion towards the brand Impact on Others --- --- Tone of Voice +++ Positive or negative ‘tone of voice’ towards the brand during the conversationBubble size reflects the volume of category conversations (past 4 weeks).
    • Dimension 3: Impact If any, what was the impact of a conversation about a brand or topic?
    • Classic Purchase Funnel Awareness Opinion Consideration Preference Purchase
    • Impact & Influence - Others Purchase Funnels – Watches inTV viewer Non-Viewer Index Taught them new things about a certain product/brand 175 Triggered them to look up 159 information on product/brands Triggered them to share 117 information on product/brands Reassured them that they had 119 chosen the right product/brand Made them consider a certain 124 brand Convinced them to choose a 167 certain brand Made them buy or try a certain 175 brandQ. Which of the following statements best describes the outcome of this conversation for the other people involved? Please select all that apply for each of the brands shown below.Base: Had a branded conversation about the category (allocated randomly to max. 3 only).
    • Impact & Influence - Others Purchase Funnels – Cars/Motors inTV viewer Non-Viewer Index Taught them new things about a certain product/brand 145 Triggered them to look up 119 information on product/brands Triggered them to share 132 information on product/brands Reassured them that they had 147 chosen the right product/brand Made them consider a certain 117 brand Convinced them to choose a 200 certain brand Made them buy or try a certain 267 brandQ. Which of the following statements best describes the outcome of this conversation for the other people involved? Please select all that apply for each of the brands shown below.Base: Had a branded conversation about the category (allocated randomly to max. 3 only).
    • Dimension 4: Influence Are inTV viewers more influential transmitters than non viewers
    • The Pillars of Influence – Motors Example (also known as connectors, mavens, sales people)Connectors Mavens Sales People100% convince90%80%70%60% “I’m an “I talk to lots expert in this “I provide “I can50% of people” area” lots of convince information” others a lot”40%30%20%10% 0% Motors Example
    • And the CHAMPIONS? CHAMPIONS• We talk to lots of people AND• We provide lots of information/are an expert AND• We convince others a lot
    • Champions by category - total 8.3% 7.0% 4.2% 3.4% 2.6% 1.4% Champions
    • Impact & Influence - Others Purchase Funnels – category totals All respondents Champions Taught them new things about a certain product/brand 53% Triggered them to look up 21% information on product/brands Triggered them to share 45% information on product/brands Reassured them that they had 24% chosen the right product/brand Made them consider a certain 37% brand Convinced them to choose a 18% certain brand Made them buy or try a certain 18% brandQ. Which of the following statements best describes the outcome of this conversation for the other people involved? Please select all that apply for each of the brands shown below.Base: Had a branded conversation about the category (allocated randomly to max. 3 only).
    • Influential Transmitters - ChampionsinTV viewers v non viewers by category 12% 11% 10% 10% 8% 6% 6% 5% 5% 4% 4% 4% 3% 2% 2% 2% 1% 0.3% 0% inTV Non inTV
    • The Multiplier Effect +33% +11% +36% monthly Positive Actions for change others Likelihood to Effect of Conversations change other conversations about peoples on purchase categories opinions funnel +56% +8% +149% Last Tone of conversation Champions Voice Connectors, The Brands Tone of voice Mavens, MULTIPLIER mentioned in towards Sales people EFFECT OF conversations brands and inTV CHAMPIONS transmitters
    • Thank you