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Crowd DNA: MRS word-of-mouth presentation
 

Crowd DNA: MRS word-of-mouth presentation

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Crowd DNA's Andy Crysell recently presented our Guardian word-of-mouth work at the MRS members evening. ...

Crowd DNA's Andy Crysell recently presented our Guardian word-of-mouth work at the MRS members evening.

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If you want to learn more about this work drop us a line at hello@crowdDNA.com

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  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm
  • Also striking in the research was just how much cinema stays with them; it has enduring talk value <br /> <br /> it keeps them energised through the week <br /> <br /> They keep on discussing it and recommending it <br /> <br /> And social media means of course they now have more channels through which to communicate that enthusiasm

Crowd DNA: MRS word-of-mouth presentation Crowd DNA: MRS word-of-mouth presentation Presentation Transcript

  • RESEARCHING WORD OF MOUTH FOR GUARDIAN NEWS & MEDIA - CROWD DNA CASE STUDY, FEBRUARY 2010
  • WHAT WE’RE GOING TO TALK ABOUT... •Why did Guardian News & Media chose to research word of mouth? • Our methods and findings • Quantifying the concepts • Sharing the results (*The project was over 12 months in the making so this is just a snapshot!)
  • WORD OF MOUTH: IT’S A BIG TOPIC!
  • WORD OF MOUTH: IT’S A BIG TOPIC! By no means a new topic for researchers and marketers either... •A trail of research stretching back to the early 20th Century •Theories, counter theories and more counter theories •One of the most hotly debated topics in the communications industry • In more recent times, spawned an army of gurus and a wealth of motivational literature
  • WORD OF MOUTH: IT’S A BIG TOPIC! By no means a new topic for researchers and marketers either... •A trail of research stretching back to the early 20th Century •Theories, counter theories and more counter theories •One of the most hotly debated topics in the communications industry • In more recent times, spawned an army of gurus and a wealth of motivational literature
  • WORD OF MOUTH: STILL MISUNDERSTOOD! Search for word of mouth on Google image search and this is what you get... •Suggests perfect people, having perfect conversations, making perfect recommendations •If only it were that simple!
  • SO WHY DID GNM CHOOSE TO PITCH IN? They commissioned the work to complete a triumvirate of research... 1. Engagement - proving that higher media engagement = higher advertising engagement/effectiveness 2. Total Audience - exploration of the unduplicated reach of newpapers online and in print 3. Influence - the significance of word of mouth
  • SO WHY DID GNM CHOOSE TO PITCH IN? GNM recognised the growing significance of word of mouth... •We’ve moved from a deferral to a referral society • Word of mouth not only a motivation to trying a brand but also a measure of advertising impact •Imperative to identify those most likely to talk about your brand and to influence others
  • WHAT SPECIFICALLY DID WE SET OUT TO ACHIEVE? The objectives agreed with GNM... 1. Develop a framework for identifying influencers 2. Establish GNM’s role in the process 3. Add to industry understanding 4. Advance the practical integration of word of mouth into marketing communications
  • OUR METHODS AND OUR FINDINGS
  • OUR METHODS AND OUR FINDINGS - PINPOINTING THE KEY THEMES Pinpointing the key themes... • We needed to ring-fence the main topics to research and measure • We wanted to build on existing learnings •We understood from the outset that no single theory or methodology would provide all of the answers
  • OUR METHODS AND OUR FINDINGS - PINPOINTING THE KEY THEMES Literature review... •Reviewed around 75 research case studies, both qualitative and quantitative, and spanning over 50 years • Observed commonalities and differences across the various studies •Edited a range of overlapping ideas and theories down to the themes we wished to pursue
  • OUR METHODS AND OUR FINDINGS - PINPOINTING THE KEY THEMES Next stage, expert interviews... •We wanted to canvas individual and shared opinion on the key themes •We needed experts - academics, marketers, journalists - who would both evaulate the themes and augment them with additional thinking
  • OUR METHODS AND OUR FINDINGS - PINPOINTING THE KEY THEMES Steve Ba ood rton Greenw Presiden Jessica Contagio us t, WOMU K itor, Deputy ed isholm, Fraser Ch Royal Mail positions, Head of Media Pro r, Wildfire er, Directo Ivan Palm earch fell ow saray, Res Ayo dele Man Digita Anna Raff l PearsoMarketin erty n / Pe g Direc nguin t Grouor, p Both depth interviews and a roundtable... •Interviews with Steve Barton (Word Of Mouth UK), Jessica Greenwood (marketing trends magazine Contagious), Anna Rafferty (Penguin Group) •Expert roundtable with Ivan Palmer (word of mouth agency Wildfire), Ayo Mansaray (London Metropolitan University) Fraser Chisholm (Royal Mail)
  • OUR METHODS AND OUR FINDINGS - PINPOINTING THE KEY THEMES Our experts all agreed on one thing: that it’s a fundamental truth that consumers rely on others opinions... “Individuals are in a state of information anxiety, so they turn to their friends and say, ‘tell me what to do’.” (Steve Barton, Word Of Mouth UK)
  • OUR METHODS AND OUR FINDINGS - PINPOINTING THE KEY THEMES Digging deeper, from the literature review and interviews, we established that influencers are connected to both people and information... • Greater access to new information • More receptive to new information • Greater ability to share information • Share it in a more persuasive manner
  • OUR METHODS AND OUR FINDINGS - PINPOINTING THE KEY THEMES A workshop-based process of deduction saw us locate three measureable traits of influence that we chose to concentrate on in our project... 1. Weak ties - their importance, over strong ties (close friends and family), in the flow of information 2. Bridging capital - the ability to contextualise and make ideas relevant to others 3. Status bargain - the willingness to modify your opinions
  • OUR METHODS AND OUR FINDINGS - NETWORK AUDIT
  • OUR METHODS AND OUR FINDINGS - NETWORK AUDIT To observe the three traits we ran a ‘network audit’... •Ten participants were recruited, all meeting specific media consumption habits (half consumed the Guardian or Observer; half consumed other quality or mid-market news brands) •We interviewed them, then asked them to invite friends, family, acquaintances to contribute •We then interviewed these contacts as well, repeating the process of being put in touch with others then interviewing them, until we reached six to ten degrees of separation across the networks
  • OUR METHODS AND OUR FINDINGS - NETWORK AUDIT How the ‘network audit’ worked... •Ten networks, six to ten degrees of separation across each; 140 participants in total (thus around 400 interviews) •Though we initially recruited networks based on whether the first participant was, or wasn’t, a GNM consumer, across their networks we had a mix of both GNM Non-GNM •Looking to observe word of mouth in the most natural of settings possible •Negated bias by making the focus of the project in the eyes of participants to be on their relationships - not specifically on influence
  • OUR METHODS AND OUR FINDINGS - NETWORK AUDIT We re-interviewed ‘network audit’ participants around three times... • With each new interview we focused in more on understanding who in each network were the first to introduce new ideas and recommendations - be that for holiday destinations, music, finance, cars, technology, fashion, films etc •We logged all interviews online and published a blog via which Crowd DNA and the client could track progress and share ideas
  • OUR METHODS AND OUR FINDINGS - MEET THE NETWORKS Text ‘I suppose I am the focal point of information, ‘John is particularly when it comes to music and extremely technology. They come to me for advice on reliable on technology, because they know I do my research!’ technology. I’d make a beeline to his door if John McClure I was thinking 55, lecturer, Leeds about buying GNM consumer a new digital Music, science and technology camera, hi-fi or Uses the Guardian to find new ‘nuggets’ what have you.’ Researches ‘nuggets’ online A social hub; maintains links between all school friends Bridging Capital; ACTIVE (Ahead in Adoption; Connected; Information Hungry; Vocal)
  • OUR METHODS AND OUR FINDINGS - MEET THE NETWORKS Text ‘I suppose I am the focal point of information, ‘John is particularly when it comes to music and extremely technology. They come to me for advice on reliable on technology, because they know I do my research!’ technology. I’d make a beeline to his door if John McClure I was thinking 55, lecturer, Leeds about buying GNM consumer a new digital Music, science and technology camera, hi-fi or Uses the Guardian to find new ‘nuggets’ what have you.’ Researches ‘nuggets’ online A social hub; maintains links between all school friends Bridging Capital; ACTIVE (Ahead in Adoption; Connected; Information Hungry; Vocal)
  • OUR METHODS AND OUR FINDINGS - MEET THE NETWORKS ‘Dave and I often cut out articles we’ve found in the Guardian for each other and leave them in the office for everyone else to see. People come up to me to find out what I think about the articles.’ Maureen Pearson 55, social worker, London ‘She’s always got something GNM consumer interesting to say about the Information hungry and news or what’s going on in the exposed to media world. My friend told me she’s Vocal, particularly on current affairs also got lots of new ideas when it comes to places to visit that Open to new experiences, are out of the ordinary.’ especially travel Bridging Capital; ACTIVE (Traveller; Information Hungry; Vocal; Exposed to Media)
  • OUR METHODS AND OUR FINDINGS - MEET THE NETWORKS ‘Dave and I often cut out articles we’ve found in the Guardian for each other and leave them in the office for everyone else to see. People come up to me to find out what I think about the articles.’ Maureen Pearson 55, social worker, London ‘She’s always got something GNM consumer interesting to say about the Information hungry and news or what’s going on in the exposed to media world. My friend told me she’s Vocal, particularly on current affairs also got lots of new ideas when it comes to places to visit that Open to new experiences, are out of the ordinary.’ especially travel Bridging Capital; ACTIVE (Traveller; Information Hungry; Vocal; Exposed to Media)
  • OUR METHODS AND OUR FINDINGS - MEET THE NETWORKS Text ‘I’m going to Ethiopia with Becky Chapman work in a couple of weeks, so 29, charity worker, Brighton I’ve been reading up on that. GNM consumer It’s a really interesting place, and I’ve been speaking to a Influential within her network few of my friends about it.’ Fashion, shopping, music and travel Weak Ties; ACTIVE (Connected; Traveller; Vocal) ‘I need to get some new clothes and I’ll take Becky ‘It’s important to me that I show shopping with me instead Becky something I’ve bought, of my girlfriend. It’s easier, even after the purchase, as I like quicker, she knows which shops to get her approval.’ to go into and what suits me.’
  • OUR METHODS AND OUR FINDINGS - MEET THE NETWORKS Text ‘I’m going to Ethiopia with Becky Chapman work in a couple of weeks, so 29, charity worker, Brighton I’ve been reading up on that. GNM consumer It’s a really interesting place, and I’ve been speaking to a Influential within her network few of my friends about it.’ Fashion, shopping, music and travel Weak Ties; ACTIVE (Connected; Traveller; Vocal) ‘I need to get some new clothes and I’ll take Becky ‘It’s important to me that I show shopping with me instead Becky something I’ve bought, of my girlfriend. It’s easier, even after the purchase, as I like quicker, she knows which shops to get her approval.’ to go into and what suits me.’
  • OUR METHODS AND OUR FINDINGS - ACTIVE Though the ‘network audit’ was primarily a qualitative technique, all participants were scored (both by themselves and, importantly, by at least one other member of their network) against the ACTIVE criteria... ACTIVE Emmanuel Rosen (The Anatomy Of Buzz)
  • OUR METHODS AND OUR FINDINGS - ACTIVE • Ahead in adoption - not classic early adopters, but ahead of mainstream
  • OUR METHODS AND OUR FINDINGS - ACTIVE • Ahead in adoption - not classic early adopters, but ahead of mainstream • Connected - range and frequency of contacts is important
  • OUR METHODS AND OUR FINDINGS - ACTIVE • Ahead in adoption - not classic early adopters, but ahead of mainstream • Connected - range and frequency of contacts is important • Traveller - getting out there, accumulating knowledge and experience
  • OUR METHODS AND OUR FINDINGS - ACTIVE • Ahead in adoption - not classic early adopters, but ahead of mainstream • Connected - range and frequency of contacts is important • Traveller - getting out there, accumulating knowledge and experience • Information hungry - constantly seeking out and exchanging information
  • OUR METHODS AND OUR FINDINGS - ACTIVE • Ahead in adoption - not classic early adopters, but ahead of mainstream • Connected - range and frequency of contacts is important • Traveller - getting out there, accumulating knowledge and experience • Information hungry - constantly seeking out and exchanging information • Vocal - keen to discuss thoughts and exchange experiences
  • OUR METHODS AND OUR FINDINGS - ACTIVE • Ahead in adoption - not classic early adopters, but ahead of mainstream • Connected - range and frequency of contacts is important • Traveller - getting out there, accumulating knowledge and experience • Information hungry - constantly seeking out and exchanging information • Vocal - keen to discuss thoughts and exchange experiences • Exposed to media - voracious consumers of mass media
  • OUR METHODS AND OUR FINDINGS - ACTIVE • Ahead in adoption - not classic early adopters, but ahead of mainstream • Connected - range and frequency of contacts is important • Traveller - getting out there, accumulating knowledge and experience • Information hungry - constantly seeking out and exchanging information • Vocal - keen to discuss thoughts and exchange experiences • Exposed to media - voracious consumers of mass media Recognised by our experts as the constituent parts of our three main traits. People whose behaviour matches the qualities described by ACTIVE are certainly more likely to possess/exhibit weak ties, bridging capital and the status bargain.
  • OUR METHODS AND OUR FINDINGS - ACTIVE Rating participants by the ACTIVE criteria (both self reported and by others in their network) allowed us to soft-test if we had an observable trend... •GNM consumers scored highly - and, vitally, were credited by others as scoring highly against the ACTIVE criteria (it was important that levels of influence weren’t solely self-reported) •Gave us the confidence to test our ideas on a nationally representative sample in later stages of the research
  • > WEAK TIES BRIDGING CAPITAL STATUS BARGAIN
  • OUR METHODS AND OUR FINDINGS - WEAK TIES Strong ties are our close friends and family; weak ties are colleagues, friends-of-friends, extended family, persons met through hobbies, activities and online... • Less about identity, more about functionality, weak ties give individuals access to more new sources of information and more people to pass that information on to
  • OUR METHODS AND OUR FINDINGS - WEAK TIES Diversity of weak ties as important as the number... •Weak ties are essential for word of mouth - the channels through which to access information from beyond your immediate social circle •We noted in our network audit that GNM consumers appeared to have more (and more diverse) weak ties
  • OUR METHODS AND OUR FINDINGS - WEAK TIES Our experts certainly recognised the significance of weak ties... “Strong ties help us get by, weak ties help us to get on.” (Ayo Mansaray, London Metropolitan University) “If you target weak ties, you get the power of amplification.” (Ivan Palmer, Wildfire)
  • OUR METHODS AND OUR FINDINGS - WEAK TIES ‘My friend Bjorn and I are pretty well connected through Darryl Perry the work we do with 35, film producer, London magazines, and organisations GNM consumer like the ICA.’ Music and film Important to pass on ‘Darryl is a bit of tastemaker, recommendations and advice he’s always coming up with Lots of Weak Ties things you haven’t heard of, A cosmopolitan social network and generally, he’s pretty spot on. I’d usually trust him when People he doesn’t know so well it comes to a tip on a film to provide new and useful ideas watch or CD to buy.’ Weak Ties; ACTIVE (Connected; Traveller)
  • OUR METHODS AND OUR FINDINGS - WEAK TIES ‘My friend Bjorn and I are pretty well connected through Darryl Perry the work we do with 35, film producer, London magazines, and organisations GNM consumer like the ICA.’ Music and film Important to pass on ‘Darryl is a bit of tastemaker, recommendations and advice he’s always coming up with Lots of Weak Ties things you haven’t heard of, A cosmopolitan social network and generally, he’s pretty spot on. I’d usually trust him when People he doesn’t know so well it comes to a tip on a film to provide new and useful ideas watch or CD to buy.’ Weak Ties; ACTIVE (Connected; Traveller)
  • OUR METHODS AND OUR FINDINGS - WEAK TIES ‘People trust me because they know I’m always trying to find out about stuff. I’ve got two young kids, and I found that when I became a mum I started needing to do more research Amy Thomas into things.’ 21, student, Newcastle GNM consumer ‘Amy is well worth listening to. Highlighted by many, If you hear about something particularly Weak Ties, as a that she thinks is good it’s reliable source of information probably worth your while to Vague contacts agreed she was give it a try. She’s very smart experienced and trustworthy when it comes to a bargain.’ Weak Ties; ACTIVE (Connected; Information Hungry)
  • OUR METHODS AND OUR FINDINGS - WEAK TIES ‘People trust me because they know I’m always trying to find out about stuff. I’ve got two young kids, and I found that when I became a mum I started needing to do more research Amy Thomas into things.’ 21, student, Newcastle GNM consumer ‘Amy is well worth listening to. Highlighted by many, If you hear about something particularly Weak Ties, as a that she thinks is good it’s reliable source of information probably worth your while to Vague contacts agreed she was give it a try. She’s very smart experienced and trustworthy when it comes to a bargain.’ Weak Ties; ACTIVE (Connected; Information Hungry)
  • WEAK TIES > BRIDGING CAPITAL STATUS BARGAIN
  • OUR METHODS AND OUR FINDINGS - BRIDGING CAPITAL Bridging capital is the ability to contextualise and make ideas relevant to others... •Ideas and opinions really start to spread when certain people spot how to express them in a way that is interesting to others “They help you see why it’s important that you watch this movie, or buy that type of health insurance.” (Steve Barton, Word Of Mouth UK)
  • OUR METHODS AND OUR FINDINGS - BRIDGING CAPITAL Two things come together to create bridging capital... •Digging deeper we observed that bridging capital arises when an individual has high levels of the following - Social capital - size and diversity of network; ability to spread messages Cultural capital - accumulated knowledge; ability to influence others
  • OUR METHODS AND OUR FINDINGS - BRIDGING CAPITAL Bridging capital enables niche ideas to go mainstream... •GNM consumers appeared to score highly in terms of bridging capital (social capital + cultural capital) in our network audit •Importantly, this was reported more by others within their network than themselves
  • OUR METHODS AND OUR FINDINGS - BRIDGING CAPITAL ‘I might not convince absolutely everybody, but I do like to discuss movies and music with people, particularly new stuff that I’m finding exciting. It’s good to be able Bruce Haggerty to switch people on to new things.’ 44, small business owner, Glasgow GNM consumer Well-connected ‘He’s a sharp guy, if you’re going Knows a diverse range of people somewhere on holiday he’s probably been there, or at least knows some essential fact Wide media palette about the place. I don’t see that much of Adept at making obscure ideas him, but it’s always interesting when I do.” interesting to others Film and music Bridging Capital; ACTIVE (Information Hungry; Connected; Vocal; Exposed to Media)
  • OUR METHODS AND OUR FINDINGS - BRIDGING CAPITAL ‘I might not convince absolutely everybody, but I do like to discuss movies and music with people, particularly new stuff that I’m finding exciting. It’s good to be able Bruce Haggerty to switch people on to new things.’ 44, small business owner, Glasgow GNM consumer Well-connected ‘He’s a sharp guy, if you’re going Knows a diverse range of people somewhere on holiday he’s probably been there, or at least knows some essential fact Wide media palette about the place. I don’t see that much of Adept at making obscure ideas him, but it’s always interesting when I do.” interesting to others Film and music Bridging Capital; ACTIVE (Information Hungry; Connected; Vocal; Exposed to Media)
  • WEAK TIES BRIDGING CAPITAL > STATUS BARGAIN
  • OUR METHODS AND OUR FINDINGS - STATUS BARGAIN The status bargain is the willingness to modify one’s own opinion... •High degrees of respect noted throughout our network audit for participants who listen to views quite different than their own in order to fully develop their position •Individuals who status bargain regarded as more trustworthy because they’re able to make informed recommendations based on a range of different viewpoints
  • OUR METHODS AND OUR FINDINGS - STATUS BARGAIN Again, our experts acknowledged the significance of the status bargain... “If a person is able to take on a new recommendation, that’s the person you feel has actually thought about what they are saying, rather than someone who says, ‘I only like books by Dan Brown.’” (Anna Rafferty, Penguin Group) “It’s the person who is able to assimilate more information and see how different points of view fit together.” (Ivan Palmer, Wildfire)
  • OUR METHODS AND OUR FINDINGS - STATUS BARGAIN Text ‘It is important that my colleagues respect me for my mind so I’ve made an effort to raise interesting Jamie Biggs topics of conversation.’ 25, trainee solicitor, Manchester GNM consumer Shares ideas Feels it’s just as important to take ‘He’s good to talk to, and information onboard he’s a good listener. It always feels like a fairly Driven by personal reputation mutual exchange.’ Willing to incorporate others opinions into his own Status Bargain
  • OUR METHODS AND OUR FINDINGS - STATUS BARGAIN Text ‘It is important that my colleagues respect me for my mind so I’ve made an effort to raise interesting Jamie Biggs topics of conversation.’ 25, trainee solicitor, Manchester GNM consumer Shares ideas Feels it’s just as important to take ‘He’s good to talk to, and information onboard he’s a good listener. It always feels like a fairly Driven by personal reputation mutual exchange.’ Willing to incorporate others opinions into his own Status Bargain
  • OUR METHODS AND OUR FINDINGS - STATUS BARGAIN ‘If I’m deciding which Mark Claydon film to go and see (and 26, IT manager, Birmingham probably even if I wasn’t) GNM consumer I would check out the Keen to develop his Guardian online. Even if I understanding by taking disagree with what they’re on new ideas from other saying it’s nice to have a people and sources different point of view.’ A broad social circle Status Bargain; Weak Ties ‘He’s going out with a medical student, so he knows lots of doctors, and consequently so do I. He also knows people from film, theatre and photography. I suppose if we all worked in the same area then less different information would arise.’
  • OUR METHODS AND OUR FINDINGS - STATUS BARGAIN ‘If I’m deciding which Mark Claydon film to go and see (and 26, IT manager, Birmingham probably even if I wasn’t) GNM consumer I would check out the Keen to develop his Guardian online. Even if I understanding by taking disagree with what they’re on new ideas from other saying it’s nice to have a people and sources different point of view.’ A broad social circle Status Bargain; Weak Ties ‘He’s going out with a medical student, so he knows lots of doctors, and consequently so do I. He also knows people from film, theatre and photography. I suppose if we all worked in the same area then less different information would arise.’
  • OUR METHODS AND OUR FINDINGS - QUANTIFICATION OF CONCEPTS
  • OUR METHODS AND OUR FINDINGS - QUANTIFICATION OF CONCEPTS Now we wanted to test our findings on a nationally representative sample... •Worked with BMRB; a TGI re-contact approach • 1,359 20 minute telephone interviews 1,159 nationally representative 200 GNM boost - weighted back to main sample
  • OUR METHODS AND OUR FINDINGS - QUANTIFICATION OF CONCEPTS We wanted to quantify the shape of networks and how information is shared... • Sample was questioned on the following - Composition of personal network Frequency and method of contact The sharing of information and experiences Sources of advice and support Levels of digital interaction
  • OUR METHODS AND OUR FINDINGS - QUANTIFICATION OF CONCEPTS The survey allowed us to measure weak ties, bridging capital and the status bargain... Now we wanted to test our findings on a Now we wanted to test our findings on a Now we wanted to test our findings on a nationally representative sample... nationally representative sample... nationally representative sample... • Findings were ultimately fused back to TGI •• Findings were ultimately fused back to TGI •• Findings were ultimately fused back to TGI • Findings were ultimately fused back to TGI • Re-contacting respondents of the main TGI •survey enabled respondents of the main TGI • Re-contacting us to cross-tab results of TGI • Re-contacting respondents of the main the •• Re-contacting respondents of the main TGI Weak Ties survey enabled us withcross-tab results of the TGI planning tool to our word of mouth data survey enabled us to cross-tab results of the survey enabled us to cross-tab results of the TGI planning tool with our word of mouth data TGI planning tool with our word of mouth data TGI planning tool with our word of mouth data • Used hook questions/statements common to both surveys Status Bridging Bargain Capital
  • OUR METHODS AND OUR FINDINGS - QUANTIFICATION OF CONCEPTS Status bargain
  • OUR METHODS AND OUR FINDINGS - QUANTIFICATION OF CONCEPTS Status bargain and active
  • OUR METHODS AND OUR FINDINGS - QUANTIFICATION OF CONCEPTS Weak ties
  • OUR METHODS AND OUR FINDINGS - QUANTIFICATION OF CONCEPTS Weak ties and ACTIVE
  • OUR METHODS AND OUR FINDINGS - QUANTIFICATION OF CONCEPTS Bridging capital
  • OUR METHODS AND OUR FINDINGS - QUANTIFICATION OF CONCEPTS ACTIVE
  • SHARING THE RESULTS
  • SHARING THE RESULTS Created content to editorialise the findings and encourage sharing... •Created a website to act as an online hub... http://www.adinfo-guardian.co.uk/wom/ •And a short film, shared via website, social media and presentations
  • SHARING THE RESULTS Shared findings to industry audience... •Nominated for Best Consumer Insights Award at 2009 Research Awards • Praised by senior media agency executives “I thought it was one of the most impressive and in-depth pieces of research in understanding the dynamics of word of mouth I’ve come across.” (Simon Stanforth, Group Research Director, Starcom MediaVest Group)
  • SHARING THE RESULTS Impressed upon trade audience the immediate utility in the research... • Fusing findings with TGI means the outcomes are presented in a language understood by media and which can be incorporated into day-to-day activity •Presented to more than 450 media agency staff, both planners and buyers •Ten agencies have signed up and are now using the GNM word of mouth database - including Zenith Optimedia, Mindshare, Universal McCann, PHD, OMD and Mediaedge:cia
  • SHARING THE RESULTS Research allowed GNM to create a narrative, to start conversations... • Solid theory but clear commercial applications to the research • Enables users to pinpoint how and where to reach influencers •Has allowed GNM to underpin the value of its audience to advertisers; that they’re more connected and more influential than the average media user
  • TO-RECAP ON THOSE THREE TRAITS... WEAK TIES BRIDGING CAPITAL STATUS BARGAIN
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