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WoM: Introdcing SPI Reports - Social Persuaders and Influencers
 

WoM: Introdcing SPI Reports - Social Persuaders and Influencers

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By Larry Burns, StartSampling

By Larry Burns, StartSampling

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    WoM: Introdcing SPI Reports - Social Persuaders and Influencers WoM: Introdcing SPI Reports - Social Persuaders and Influencers Presentation Transcript

    • Learn more about WOMMA and how we can help you improve your word of mouth marketing program at www.womma.org. This presentation is from: (c) 2006 Word of Mouth Marketing Association. You may share this presentation if it is not altered in any way.
    • Introducing the SPI REPORT A first look at a new ongoing research program designed to enhance industry understanding Larry Burns, President & CEO StartSampling, Inc. 2
    • Today’s topic – A first look …… Adding new learning to the industry by examining the media & promotional consumption and eventual transmission of product and service information by Social Persuaders and Influencers.
    • What are we talking about today ? This program was started in the spring of 2006 as clients kept asking for help to better understand the consumers who have increasingly become the segment of greatest desire to marketers – the group we now refer to as Social Persuaders and Influencers (SPI) Today we are providing early findings on work that just finished data collection November 27th. We will be discussing: • The mechanics of the interviewing process just completed • How we define a SPI • An interesting construct in the data - the Path to Recommendation • Early learning within each of the four major steps in the process Importantly – our approach does not challenge other concepts – we believe the high level view into SPI behavior we’ve uncovered offers a stream of data and information that will have value to marketers as they grapple with the unique brand by brand marketing challenges every marketer faces – regardless of the ‘definition’ used 4
    • Mechanics of the data collection process(1) • This research was conducted on-line among StartSampling's members who joined to ‘Try Something New’ (not your typical research panel) • Interviewing began on November 5th with final field wrap up on November 27th. • We interviewed over 26,000 consumers - with 7,800 consumers in the full database, giving us 2,700 SPIs plus 5,100 non-SPIs for comparison. consumers responded to a data collection instrument that took an average of 19 minutes to complete. • The StartSampling opt-in panel attracts engaged household decision makers … which naturally skews towards females 25 – 44. (1) Methodology description is available at our table for those who want further details 5
    • Defining “What is a SPI” By uniquely combining several facets of a consumers life, we have created a distinctive way to provide insight into the behaviors of Social Persuaders & Influencers (SPI’s). SPI’s are defined by considering three major areas of a consumers life that can be thought of as key determinants for one’s potential to act as Social Persuaders and Influencers for any given brand … • Size of one’s Social Network • Persuasive Power – i.e. the degree of credible influence exerted • Information Dissemination - i.e. the use of ones social networks for commercial speech 6
    • Defining “What is a SPI” A consumer in any of these 3 spheres is a potentially ‘higher value’ consumer We all know that category/brand dynamics, demography, buying behaviors and other brand specific considerations must inform whom a marketer seeks to reach & influence. However, our proposition is that consumers whose behavior places them in the intersection of these three critical spheres offer a unique opportunity for learning and direction for marketers regardless of demography or category specific behaviors. 7
    • Defining “What is a SPI” To be a SPI, a consumer needs to exhibit the combination of characteristics that places them at this critical intersection of potential influence • In terms of the size of one’s social network SPI’s … … typically speak to significant numbers of people, are socially active and participatory, are exposed to others from all walks of life, often meet new people, volunteer, tend to belong to organizations and travel. • Being seen as having Persuasive Power (being credible influencers) SPI’s… …research brands and actively seek the advice of others, are recognized by others as people whose opinions are to be relied upon, and are often seen as “experts” by others - as well as being self aware as to their own expertise. • SPI’s are further described by their information dissemination behaviors - the degree to which they exhibit use of their networks for commercial speech … … they actively share experiences about products and services (both good and bad), they enjoy telling others about products, and they gain personal value from sharing such information. 8
    • The magic in the combination … Qualifying as a SPI goes well beyond any single response As one example we look to 29.8% responses of “Strongly Agree” with the statement … 11.4% 22.8% 58.7% “Friends and family often ask 29.9% 45.8% my advice when it comes to buying or using products or 22.3% services” 6.1 % among those outside these 3 spheres altogether 9
    • The magic in the combination … … the phenomena appears in reported behaviors as well. Although overall engaging in high levels of ‘on-line product 7.7% rating’ remains relatively low, you’ll see SPIs are still 2 to 3 5.6% 7.8% times more likely to do so. 19.6% 11.5% 9.4% These responses are reported for the “past 3 months” 4.9% behavior of … “engage in product ratings (via on-line sites) 6 or more times” 4.3 % among those outside these 3 spheres altogether 10
    • Discoveries – a context A ‘simple’ high level pattern emerged in particular within the rich playback received when we offered consumers a ‘Awareness’ chance to tell us the story about a time Where and how do SPIs generally become they decided to “spread the word” aware or learn about new products and services? ‘Research’ Once aware, how do SPIs seek to learn more and how might marketers consider leveraging these activities within their reach strategies? ‘Experience’ An important step in the process - SPIs appear to seek sufficient “experience” with a brand before choosing to speak. We discover that SPIs exhibit a general 4 ‘Recommendation’ stage “Path to Recommendation” Once they do choose to share information – in what forms and using which methods does that occur? 11
    • Awareness Stage Information source Overall – the key phrase to describe SPIs Rank by time spent is ACTIVE & ENGAGED SPI Non-SPI Average Hours) • Across all sources SPIs spent more Using Internet, being quot;on-linequot; 2.7 2.2 Talking with others in person 2.4 1.7 time - single exception was TV. Multi- Watching Television 2.0 2.1 tasking clearly in evidence. Reading and responding to emails 1.6 1.1 Talking on the telephone 1.3 0.9 • While the top 6 sources were ranked in Listening to Radio 1.2 0.9 similar fashion … SPIs devoted an Total Hours spent (Average day) 11.2 8.9 additional 2+ hours to these sources on average. Information source Time spent • Mainstream forms of information gathering dominate time spent but, SPI Non-SPI (average minutes) SPIs are further down path in Instant Messaging 36.1 20.6 Reviewing information via a quot;newsreaderquot; 35.3 16.9 embracing newer forms. Text Messaging 23.9 13.5 12
    • Awareness Stage • When asked about ‘potential impact on you’ consumers clearly do Thinking about how companies might try to communicate with you, differentiate among the tactics please rate each of these in terms of their potential impact on you. (1) Net Differentials companies use to communicate. Absolute Used a very old technique “net differential” Difference SPI Non-SPI Friend … send me a referral 25.1 94.0 68.9 calculations to highlight differences Ads in Magazines 18.3 79.5 61.2 Television Ads 5.0 76.5 71.5 • SPIs are more engaged with all Through the company's website 30.5 74.9 44.4 manner of communications. In postal mail 14.4 67.1 52.7 Ads in Newspapers 14.2 55.0 40.8 E-mail information 34.0 40.2 6.2 • Absolute difference (SPIs vs. Non- On-Line Advertising 35.1 38.7 3.6 SPIs) helps illuminate differences. Ads out of home 20.8 34.5 13.7 Radio Ads 12.3 32.1 19.8 The lines between the Awareness and Research Text Messaging 14.1 -39.6 -53.7 steps begin to blur at bit as the largest differences SPI to Non-SPI are in areas where Effectiveness Scale consumers need to engage + take action (company website, email, etc.) (1)Net differential = (Very + Somewhat) minus (Not Very + Not at all) 13
    • Research Stage SPIs consume every information source we explored with much greater frequency than Non- How often do you seek information using each of the following sources? SPIs. (1) Net Differentials SPIs appear to exhibit more Absolute Difference SPI Non-SPI willingness to “dig for data” than Shopping at store and seeing others. product for myself 14.6 89.1 74.5 Talking with family and friends 19.7 74.6 54.9 Store advertisement or circular 21.8 61.2 39.4 Reading reviews off line 42.6 44.5 1.9 Speaking to store employee 42.3 0.8 -41.5 For marketers – suggests this Using a shopping comparison or very crucial audience are most rating service on-line 30.9 -2.5 -33.4 likely to pay attention to the “no Frequency scale one really reads that stuff (1) Net differential = (Always + Often) minus (Rarely + Do Not Use) anyway” within your marketing collateral. Consider the implications …… 14
    • Experience Stage SPIs actively seek to gain direct experience with products of interest to them. Our data confirms prevailing wisdom about skepticism with ‘traditional’ marketing efforts and a shift of perceived value to methods where they are ‘told’ by someone they know or can discover for themselves. Of interest SPIs are quite different from Non-SPIs in finding value via direct interaction with a “brand representative” - e.g. travel agent, attending training classes, talking with store employees. Cause based activities also are worthy of consideration as a valued tactic. Please indicate your reactions to the methods listed in terms of how much you value each method as a way to learn about products and services (1) Net Differentials Absolute Difference SPI Non-SPI 15.5% 94.4% 78.9% Materials given to you by someone you personally know Product information or samples I specifically request from a 14.3% 93.5% 79.2% brand (via on or off line methods) 14.7% 92.8% 78.1% In-store demonstrations where you can see a product in use 18.9% 90.6% 71.7% Experiencing a product at an event you are attending Emails sent to you by a company you have requested contact 24.1% 74.0% 49.9% you 32.3% 73.1% 40.8% In-store training or classes to teach me how to use a product Products that are associated with a particular cause I value 29.1% 63.4% 34.3% (like finding a cure for a particular disease, etc.) 26.0% 62.7% 36.7% News Stories Recommendation from an industry quot;expertquot; (travel agent, 37.6% 49.6% 12.0% financial planner, tradesmen, etc.) 8.5% -25.5% -34.0% Celebrity endorsements V alue scale (1) Net differential = (V ery V aluable + Somewhat) minus (Limited + No V alue) 15
    • Recommendation Stage SPIs use many methods to share information once they choose to recommend. Clearly the most prevalent method of sharing remains ‘talking directly’. Several major areas where largest differences appear are in the methods that are quite public and can reach large numbers of consumer – speaking in groups, emailing and posting reviews. How often would you say you use the following methods to share what you have discovered with others? % engage in b ehavior (1) Net Differentials Always or Often Absolute Difference SPI Non-SPI SPI Non-SPI 23.5% 92.7% 69.2% 93.2% 72.2% Talking directly (person to person) with family, or friends 36.0% 89.2% 53.2% 90.0% 61.3% Talking directly with co-workers or acquaintances Mentioning my experience in a group of people at a 65.4% 66.9% 1.5% 72.0% 30.2% social event or other gathering 48.0% 33.7% -14.3% 53.1% 25.1% Calling people on the phone 52.9% 31.9% -21.0% 51.6% 22.4% Emailing a list of friends or acquaintances Writing a review or sharing an opinion using a shopping 49.6% 21.9% -27.7% 44.3% 18.5% comparison or rating service 37.9% -9.9% -47.8% 33.7% 12.6% Posting about my experience on a blog or chat room Posting information on a personal web site or site you create in a service like MySpace, Xanga, Facebook, 32.5% -19.0% -51.5% 29.7% 11.0% Classmates, or similar place 27.3% -21.6% -48.9% 28.5% 12.0% Using Instant Messaging (IM) to share the news Text messaging using my phone 18.1% -41.0% -59.1% 20.0% 8.4% Frequency s cale (1) Net differential = (Always + Often) m inus (Rarely + Do Not Us e) 16
    • Summary • Our goal was to introduce The SPI Report. • Our efforts simply bring us a new tool for marketers – to provide specific insight on where Social Persuaders and Influencers are today and trend how things are changing as we move forward. • The database is substantial but, this only works if conclusions we draw are meaningful for the marketers. • Our desire over the next few days is to absorb the questions being asked across the discussions and produce our first report to respond and add additional consumer insight based on the extensive data we’ve amassed. 17
    • SO… WE THANK YOU • We are here through Wednesday – the discussions will have the greatest value to all of us. • We are actively seeking input and thoughts on what we all wish to learn from the data set we’ve collected as we move towards our initial report release just after the holidays. • We also seek your insight and curiosity as we keep our program moving forward into the all important trending phase with our next quarterly instrument due to field in February. • We are open to discuss access to our panel of SPIs identified to date for further research . • We can also work with you to take this model and apply it to databases of consumers you may have already established relationships with. 18