InSites Word of Mouth

Slide 1: A new approach for measuring BUZZ Steven Van Belleghem Director Communication research @ InSites BigMouth strikes again 1 © InSites Consulting 2007

Slide 2: Consumer 2.0 BigMouth strikes again 2 © InSites Consulting 2007

Slide 3: BigMouth strikes again 3 © InSites Consulting 2007

Slide 4: Let’s forget the basic thinking about online vs. offline BigMouth strikes again 4 © InSites Consulting 2007

Slide 5: Buzz: why? The new consumer – the ‘Consumer 2.0’ – is: very well informed strongly connected with peers (and millions of surfers in general) and has the ability to unify with them. He tells what he thinks and has the right tools to show this empowerment to the whole world He has the scepticism to question everything and the intelligence to see through the facade of marketing actions. But that is not all! He also seems to be very demanding – “been there, done that” – and time pressed too it is very hard to surprise him and attract his attention. But, the good thing is that he is always accessible and open for the right (personalized) offer or content, at the right moment. But you have to offer him something really good, because he is loyalless and vengeful. If you led him down once, he will turn you his back and spread the word about it (Jaffe, 2005). BigMouth strikes again 5 © InSites Consulting 2007

Slide 6: Word of mouse brands Empowered customer BigMouth strikes again 6 © InSites Consulting 2007

Slide 7: Word of mouse brands BigMouth strikes again 7 © InSites Consulting 2007

Slide 8: 100% Brand awareness 0 € investment Does it exist? BigMouth strikes again 8 © InSites Consulting 2007

Slide 9: Advertising 2.0 BigMouth strikes again 9 © InSites Consulting 2007

Slide 10: …then Internet arrived… ..then advertising came… Before advertising… And we did not change Power of TV and mass media! Word of mouth rules! anything! Magic formula for sales …at horse speed… Besides copy/paste was found. the magic formula BigMouth strikes again 10 © InSites Consulting 2007

Slide 12: It has become more difficult for advertisers to break through the clutter and to reach there target group in an effective way! Number of times a TV spot has to be aired to reach 80% of the American population 3x 150x 2007 1987 BigMouth strikes again 12 © InSites Consulting 2007

Slide 13: …then Internet arrived… ..then advertising came… Before advertising… And we did not change Power of TV and mass media! Word of mouth rules! anything! Magic formula for sales …at horse speed… Besides copy/paste was found. the magic formula Is there a match here? No! BigMouth strikes again 13 © InSites Consulting 2007

Slide 14: Is there a match? …then Internet arrived… And we did not change YES! anything! But we have to say Besides copy/paste goodbye to our the magic formula magic formula Is there a match here? And create a new one! No! BigMouth strikes again 14 © InSites Consulting 2007

Slide 16: UNCONTROLED ENLARGEMENT (MEDIA EXPOSURE / WORD OF MOUTH) Bringing ADVERTISING in WOM structure ENLARGEMENT ENLARGEMENT CONTROLED ENLARGEMENT Direct (CONVENTIONAL MEDIA) exposure Indirect exposure BigMouth strikes again 16 © InSites Consulting 2007

Slide 17: Actions at the core of the model 8% has made his own movie CREATING 1 on 10 posts online movie clip on specialized websites 1 in 5 sends comments about brands via e-mail SPREADING 1 in 3 reads comments on blogs 40% watches online movie clip RECEIVING received via e-mail BigMouth strikes again 17 © InSites Consulting 2007

Slide 18: Actions at the core of the model CREATING SPREADING RECEIVING BigMouth strikes again 18 © InSites Consulting 2007

Slide 19: 59% 53% 52% 42% 37% 34% 29% 24% 22% 21% 18% 15% 15% 14% 13% BigMouth strikes again 19 © InSites Consulting 2007

Slide 20: Online movies communication Online textual BigMouth strikes again 20 © InSites Consulting 2007

Slide 21: Conceptual framework Buzz activation towards... The impact of buzz actions on buying behaviour is significantly influenced by a number of contingencies Actions are driven BUYING Inherent traits such as being chatty, brand ACTIVATION advocacy, status seeking, ... can drive actions Activation efforts such as virals, guerilla, WOM- marketing but also 30-second spots can drive actions PARTICIPANTS CONVER- Participant characteristics SATIONS BUZZ Similar actions from brand lovers, haters, experts, light loyals, spammers, … have a different impact ACTIONS Activation can occur in both target groups and total populations, migrating ACTIVATION in both directions Conversation characteristics DRIVERS Polarity of the conversation: negative, positive or both Relevance of the conversation depending on it’s topic: the campaign itself, the (correct) brand/product or the (correct) key message BigMouth strikes again 21 © InSites Consulting 2007

Slide 22: Awareness 35% 30% 25% Sales Interest 20% 15% 10% 5% 0% Buying Knowledge intention Information search Textual word of mouse Viral movies Word of mouth BigMouth strikes again 22 © InSites Consulting 2007

Slide 23: Initiator of the word of mouse action Who communicates about brands via the internet? They all do... BigMouth strikes again 23 © InSites Consulting 2007

Slide 24: An action based segmentation Information input SUPER SOCIALS 18% BUCKETS CREATORS 11% 8% DIGGERS 29% E-MAILERS 12% SILENT 23% Sharing receiving Sharing sending + Word of Forum, blog, Selective Selective creating mouse None specialized receiving sending Forum, blog, ACTIONS website e-mail e-mail e-mail BigMouth strikes again 24 © InSites Consulting 2007

Slide 26: Antecedents Activation drivers: Content Castle: 0% 10% 20% 30% 40% 50% 60% 70% 80% 6.6 (UK) Haters (1-4) Likeability score 10-point scale Neutrals (5-7) Waterbed: Lovers (8-10) 6.9 (UK) It catches my attention I will remember this movie I would like to see it again It holds an important message It gives me relevant information It's believable It's very funny It's rude or shocking It's warm It's erotic It's irritating It's appropriate for the Goodyear brand Portrays what really good tires should be Castle (Run on flat) Waterbed (Run on flat) % (Fully) agree BigMouth strikes again N target = 807 (UK) 823 (GER) 26 © InSites Consulting 2007

Slide 27: Actions Buzz activation Castle 16 34 36 target BUZZ Waterbed 16 34 30 GY lovers ACTIVATION GY haters SCORE 10% I would make a parody of this movie or a similar movie 10% 13% I would write something about this movie clip on a blog, forum, … 17% 15% I would place this movie on websites that are specialized in online video 17% 40% I would forward it to others 35% 56% I would talk about it with others 45% 63% Others will talk about this movie clip 52% % (Fully) agree Castle (Run on flat) Waterbed (Run on flat) BigMouth strikes again N target = 807 (UK) 823 (GER) 27 © InSites Consulting 2007

Slide 28: Contingincies Topic characteristics: relevance of talk filter: talking 12% The website shown in the movie clip 12% relevance depends on relevance depends on correct attribution correct attribution 19% The Goodyear brand 35% 30% The product that is advertised in the movie clip 32% 96% The movie clip itself 92% Castle (Run on flat) Waterbed (Run on flat) N target = 374 (UK) 391 (GER) % Yes BigMouth strikes again 28 © InSites Consulting 2007

Slide 29: Purchase activation Brand activation Castle (Run on flat) Waterbed (Run on flat) castle waterbed Awareness 6% 4% knowledge New knowledge 50% 49% Information seeking 32% 33% Attitudinal change 37% 34% attitudes Overall feeling 36% 39% Differentiation 39% 35% Trial 43% 48% consider Consideration set 62% 64% Next occasion 21% 15% purchase Unforced renewal 8% 5% % (Fully) agree BigMouth strikes again 29 © InSites Consulting 2007

Slide 30: …then Internet arrived… ..then advertising came… Before advertising… And we did not change Power of TV and mass media! Word of mouth rules! anything! It all started Magic formula for sales …at horse speed… Besides copy/paste was found. the magic formula with this… Is there a match here? No! BigMouth strikes again 30 © InSites Consulting 2007

Slide 31: …then Internet arrived… ..then advertising came… Before advertising… Power of TV and mass media! And word of mouth rules Word of mouth rules! again! Magic formula for sales …at horse speed… was found. But know at rocket speed! BigMouth strikes again 31 © InSites Consulting 2007

Slide 32: …then Internet arrived… ..then advertising came… Before advertising… Power of TV and mass media! And word of mouth rules Word of mouth rules! again! Magic formula for sales …at horse speed… was found. But now at rocket speed! Is there a match here? YES! BigMouth strikes again 32 © InSites Consulting 2007

Slide 33: Ingredients of the new formula: 1. It’s not about awareness, it’s about ‘customer activation’ 2. Don’t tell them, ASK them 3. Pre-testing has never been more important 4. New era of organization: international & flexible 5. Take advantage of opportunities and face it: your customer is in control BigMouth strikes again 33 © InSites Consulting 2007

Slide 34: Questions? Remarks? Research and consulting needs? Steven@InSites.eu www.InSites.eu www.escape-reports.com Thank you! BigMouth strikes again 34 © InSites Consulting 2007

Slideshare.net (beta)