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Influentials Marketing – The Next Battleground
 

Influentials Marketing – The Next Battleground

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    Influentials Marketing – The Next Battleground Influentials Marketing – The Next Battleground Presentation Transcript

    • BSI Influentials Marketing – The Next Battleground Marketing 2.0 Conference, Hamburg 2005
    • BSI Join the conversation MARKETING 2.0 CONFERENCE Paris, France 28/29 March 2011 www.marketing2conference.com
    • GfK Group Wragg and Berry Harnessing the Grapevine ESOMAR 2005 InfluentialsSM Marketing the next battleground Dr. Tim Wragg Global Director Customer Management Center of Excellence GfK NOP
    • GfK Group GfK NOP Influentials Marketing WOMMA 2005 Key Points 2 The new marketing challenge is getting into the conversation set, not just the consideration set The WOM channel is of global relevance and Social, Category, and Brand Influentials are three important points of entry Successful enterprises take a more integrated approach to WOM marketing © 2005 GfK NOP. All rights reserved.
    • GfK Group Wragg and Berry Harnessing the Grapevine ESOMAR 2005
    • GfK Group GfK NOP Influentials Marketing WOMMA 2005 Word-of-Mouth Is Increasingly Important 4 1½ Word-of-mouth is valued 1½ times more today by consumers than in the 1970s 2 Word-of-mouth is valued twice as much by consumers as traditional media 2 Certain people are twice as likely to recommend – and be sought out for advice – as the total public © 2005 GfK NOP. All rights reserved.
    • GfK Group Wragg and Berry Harnessing the Grapevine ESOMAR 2005
    • GfK Group GfK NOP Influentials Marketing WOMMA 2005 Positive Word-of-Mouth Can Create Explosive Sales Growth 6 © 2005 GfK NOP. All rights reserved.
    • GfK Group GfK NOP Influentials Marketing WOMMA 2005 7 What do customers talk about? © 2005 GfK NOP. All rights reserved.
    • GfK Group GfK NOP Influentials Marketing WOMMA 2005 Some Observations 8 People talk about and have different levels of interest in different categories Being in the consideration set doesn’t put you in the conversation set Brand advocates have a mindset that disposes them to “persuade” and “convert” © 2005 GfK NOP. All rights reserved.
    • GfK Group GfK NOP Influentials Marketing WOMMA 2005 We have Identified Three Basic Points of Entry to Harnessing the Grapevine 9 Regularly say things about a brand Knowledgeable and trusted in category Actively engaged in community, society © 2005 GfK NOP. All rights reserved.
    • GfK Group GfK NOP Influentials Marketing WOMMA 2005 These Behaviours Define Social Influentials - Britons 10 % of Influentials saying they have done in past 12 months % of Influentials saying they have done in past 12 months Point Difference Total Public Made a complaint 85 +37 Made a speech 78 +51 Attended public meeting 78 +48 Asked a question - public meeting 61 +48 Led on a committee 57 +43 Organized a special social event 51 +37 Lobbied politician/government official 49 +38 Engaged media 49 +36 Active member of lobby group 45 +35 Major donator 35 +25 Attended business event 34 +25 Attended political rally 25 +18 © 2005 GfK NOP. All rights reserved.
    • GfK Group GfK NOP Influentials Marketing WOMMA 2005 Defining Social Influentials: How high to set the bar? 11 © 2005 GfK NOP. All rights reserved.
    • GfK Group GfK NOP Influentials Marketing WOMMA 2005 Social Influentials are at the Centre of Conversation - Americans 12 % Influentials saying they are asked opinion Point Difference Total Public Restaurants 65 +26 Health Issues 60 +23 Vacations 52 +26 Cooking 50 +9 Home ideas 49 +23 Children 47 +18 Govt, politics 45 +29 Music 42 +16 Car problems 36 +14 Career choices 33 +17 Web sites 32 +19 © 2005 GfK NOP. All rights reserved. Source: Roper Reports U.S. 2003-3 in-person survey
    • GfK Group GfK NOP Influentials Marketing WOMMA 2005 Social Influentials are a Global Phenomenon 13 % who recommended or gave advice in past year 38 37 37 33 33 32 Total 31 29 28 Influentials 27 27 24 22 21 21 21 21 18 19 18 16 17 16 15 13 12 13 11 9 7 t et cs il y en ad es lth ts s ic g s g l es ia ow ea in rn kin n us m ni ho ea m re nc cl ra om te ro id fa sh M in oo hi /h /s au na o In ct g/ rta Ve e ro tt ng al /c TV Fi t om le tin es ha G ic te ks i /e th n ed R en H W rin rs re lo M te C Pa /d e om pu od om Fo f- h -o C © 2005 GfK NOP. All rights reserved. Source: Roper Reports Worldwide 2004 (Base: 13-65) ut O
    • GfK Group GfK NOP Influentials Marketing WOMMA 2005 Category Influentials are More Engaged in Specific Categories 14 Total Social Automotive INFLUENTIALSSM Segment Public INFLUENTIALSSM* Automotive INFLUENTIALSSM* Make a special effort to keep up on latest automotive news 43% 38% 87% Made a car recommendation in 43% 55% 87% past year Made 5 or more car 23% 51% 68% recommendations in past year Total Investment Investment INFLUENTIALSSM Segment Public Social INFLUENTIALSSM* INFLUENTIALSSM* Make a special effort to keep up on latest investment news 36% 44% 89% Made an investment recommendation in past year 25% 39% 91% Made 5 or more investment 10% 20% 66% recommendations in past year © 2005 GfK NOP. All rights reserved. Source: Survey of 1,006 Americans, June 10-12, 2005
    • GfK Group GfK NOP Influentials Marketing WOMMA 2005 Brand Advocacy is a Global Phenomenon 15 80% of customers frequently tell others how good at least 1 brand is (of 48 surveyed brands) Ranges from North America 69% to Developing Asia 90% © 2005 GfK NOP. All rights reserved. Source: Roper Reports Worldwide 2005 (Base: 13-65)
    • GfK Group GfK NOP Influentials Marketing WOMMA 2005 There are Wide Variations in Levels of Brand Advocacy 16 % who recommended or gave advice in past year 59% Global Average 51% 50% 46% 42% 38% 30% 29% 29% 27% 25% 24% 23% 20% 16% 16% 11% rd ta ic e s e l on ny NN s n k ia ike s C ca es u ilip on an de o on yo a BB ok So iq ss an pi ck N C pr ce itib f Ph To s lin N da Ty r ic C na Pa Ex er C C Vo -E Pa tt- M an ny le ic So ew er H Am Source: Based on c220,000 brand ratings drawn © 2005 GfK NOP. All rights reserved. from Roper Reports Worldwide, 2004
    • GfK Group GfK NOP Influentials Marketing WOMMA 2005 Influentials Marketing: engaging Influentials across the entire marketing cycle 17 © 2005 GfK NOP. All rights reserved.
    • GfK Group GfK NOP Influentials Marketing WOMMA 2005 Market Opportunity for the Ford Escape Hybrid 18 Social Influentials are Green, with money, and interested in hybrid cars Detroit News, May 18, 2004: “Influentials” become a key target for Ford’s campaign to launch Escape hybrid SUV “Well-educated and not easily swayed, Ford hopes they will become ambassadors for the brand.” Bill Feuell, Ford SUV group marketing manager © 2005 GfK NOP. All rights reserved.
    • GfK Group GfK NOP Influentials Marketing WOMMA 2005 Positioning for Influentials 19 “Green” only a complement to hybrids’ appeal Influentials are passionate about environment Influentials are passionate about environment …but environmentalism is not a top-tier value …but environmentalism is not a top-tier value More likely than avg. to stress environment in car More likely than avg. to stress environment in car But practical considerations far more important But practical considerations far more important Implications for brand positioning: Implications for brand positioning: Stress economy, reliability, power, safety Stress economy, reliability, power, safety Stress values: exploring, integrity, people Stress values: exploring, integrity, people And then bring in green And then bring in green © 2005 GfK NOP. All rights reserved.
    • GfK Group GfK NOP Influentials Marketing WOMMA 2005 Promotion 20 Appreciable weight in print advertising (from WSJ to Mother Jones) and the Web as both rich in Influentials (e.g. 576 miles-on-one-tank test in Manhattan with 1 tank, 1 city, Kevin Bacon, other celebrities) 576 miles © 2005 GfK NOP. All rights reserved.
    • GfK Group GfK NOP Influentials Marketing WOMMA 2005 21 “We tell people, ‘You can read all about it, but you really have to experience the hybrid for yourself.’ ” -Sheri Shapiro, marketing manager Ford Escape Hybrid © 2005 GfK NOP. All rights reserved.
    • GfK Group GfK NOP Influentials Marketing WOMMA 2005 Customer Management 22 “We told dealers to make sure they’re up to speed, because some consumers may know more about the product than the salespeople.’ ” -Sheri Shapiro, marketing manager Ford Escape Hybrid Fast Company, Oct. 2004 © 2005 GfK NOP. All rights reserved.
    • GfK Group GfK NOP Influentials Marketing WOMMA 2005 Early results 23 60,000 have registered for more information on the Escape Hybrid 70% of these “hand-raisers” don’t own a Ford, the highest mark for any Ford vehicle Fast Company, © 2005 GfK NOP. All rights reserved. Oct. 2004
    • GfK Group GfK NOP Influentials Marketing WOMMA 2005 24 © 2005 GfK NOP ® INFLUENTIALSSM, INFLUENTIAL AMERICANS and INFLUENTIALS MARKETINGSM are trademarks and service marks of GfK NOP All rights reserved. © 2005 GfK NOP. All rights reserved.