A new approach for measuring BUZZ: Word of mouth and word of mouse Evert-Jan De Kort Consultant Digital & Technology InSites Consulting

People tell stories to each other

Brands tell stories to people

People tell stories about brands

Human Stories explain lives

Technology changed the tools to tell stories

Time Space

Experiment

10 friends http://www.youtube.com/watch?v=-prfAENSh2k

Around the world in 2.5 days

1.000.000 views on YouTube in 4 days

Successful?

Number 5 vs. The People

Research

(ALTERNATIVE) ADVERTISING TECHNIQUES UNCONTROLLED ENLARGEMENT (MEDIA EXPOSURE / WORD OF MOUTH) CONTROLLED ENLARGEMENT (CONVENTIONAL MEDIA) Indirect exposure Direct exposure

Buzz Word of mouth Word of mouse Visual WOM online movies Textual WOM E-mail, blogs, forums, chat,... + +

Conceptual framework of Buzz activation sharing spread selective spread sharing source selective source buzz activation

40% watches online movie clip received via e-mail 1 in 3 reads comments on blogs 1 in 5 sends comments about brands via e-mail 1 on 10 posts online movie clip on specialized websites 8% has made his own movie Conceptual framework of Buzz activation buzz activation

Who

Information input WOM actions Sharing sending + creating Forum, blog, e-mail Selective sending e-mail Sharing receiving Forum, blog, specialized website Selective receiving e-mail None An action based segmentation SUPER SOCIALS 18% CREATORS 8% SILENTS 23% BUCKETS 11% DIGGERS 29% E-MAILERS 12%

Word of mouse brands

Spaces

59% 53% 52% 42% 37% 34% 29% 24% 22% 21% 18% 15% 15% 14% 13% Share of word of mouse

em power ed

http://www.youtube.com/watch?v=qvLDFtaL5HI

http://www.youtube.com/watch?v=40qihGbngJg

+ Positive

ONLINE COMMUNICATION ONLINE MOVIE Dissatisfied consumers engage in more WOM than satisfied consumers (Sweeney 2003) Drivers of word of mouse 6% 47% 39% 32% 26% 26% 25% 16% 19% 16% 18% 13% 6% 9% 44% 18% 25% 18% 9% 12% 26% 22% 19% 19% 12% 11% 8% 0% I found the message funny I often use the brand or product category myself I like the brand I was satisfied with the brand I intended to buy this brand I wish to share my experiences with other people I knew my interlocutor would be interested I am enthusiastic about the message I found the subject interesting I found the message important I wish to share my knowledge with other people I wish to express my opinion on a certain subject I don't like the brand I was dissatisfied with the brand

19% 19% 17% 6% 3% 9% Textual word of mouse Viral movies Word of mouth + - Textual word of mouse Viral movies Word of mouth Impact of word of mouse on brand attitude

Learnings

1. Design your Campaign Fit the word of mouse profile and the motivations and actions of your target group

Evolution http://www.youtube.com/watch?v=iYhCn0jf46U Onslaught http://www.youtube.com/watch?v=JaH4y6ZjSfE Dove

1. Design your Campaign 2. Measure Impact Creative agencies make stories, media agencies buy time. Consumers tell the most powerfull stories.

1. Design your Campaign 2. Measure Impact 3. Track Conversations Everyone talks whenever in whatever way about a diversity of brands, and use it in their buying decision.

Not sure...Maybe we should ask InSites?

Thank you. Download our white paper on WOM & Buzz

Images used under CC from Flickr and Wikipedia Photo Credits The Boyhood of Raleigh by Sir John Everett Millais, oil on canvas, 1870. Ohad: http://www.flickr.com/photos/ohadby/26941465 / Molas: http://www.flickr.com/photos/molas/128652106 / Dwig: http://www.flickr.com/photos/dwig/450198706 / Chris Fitz http://www.flickr.com/photos/chris-fritz/2046264364 / Evert-Jan De Kort, Consultant Digital & Technology Research InSites Consulting http://www.insites.eu http:// www.linkedin.com/in/ejdekort