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WoM: The Latte Lite BzzCampaign - Measuring WOM in a Test/Control Environment
WoM: The Latte Lite BzzCampaign - Measuring WOM in a Test/Control Environment
WoM: The Latte Lite BzzCampaign - Measuring WOM in a Test/Control Environment
WoM: The Latte Lite BzzCampaign - Measuring WOM in a Test/Control Environment
WoM: The Latte Lite BzzCampaign - Measuring WOM in a Test/Control Environment
WoM: The Latte Lite BzzCampaign - Measuring WOM in a Test/Control Environment
WoM: The Latte Lite BzzCampaign - Measuring WOM in a Test/Control Environment
WoM: The Latte Lite BzzCampaign - Measuring WOM in a Test/Control Environment
WoM: The Latte Lite BzzCampaign - Measuring WOM in a Test/Control Environment
WoM: The Latte Lite BzzCampaign - Measuring WOM in a Test/Control Environment
WoM: The Latte Lite BzzCampaign - Measuring WOM in a Test/Control Environment
WoM: The Latte Lite BzzCampaign - Measuring WOM in a Test/Control Environment
WoM: The Latte Lite BzzCampaign - Measuring WOM in a Test/Control Environment
WoM: The Latte Lite BzzCampaign - Measuring WOM in a Test/Control Environment
WoM: The Latte Lite BzzCampaign - Measuring WOM in a Test/Control Environment
WoM: The Latte Lite BzzCampaign - Measuring WOM in a Test/Control Environment
WoM: The Latte Lite BzzCampaign - Measuring WOM in a Test/Control Environment
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WoM: The Latte Lite BzzCampaign - Measuring WOM in a Test/Control Environment

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By Matt McGlinn, BzzAgent

By Matt McGlinn, BzzAgent

Published in: Business
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  1. 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.
  2. The Latte Lite BzzCampaign Measuring WOM in a Test/Control Environment Matt McGlinn, Director Campaign Analytics BzzAgent
  3. Overview • About BzzAgent • Case Study: The Latte Lite BzzCampaign • Objectives • Methodology • Results • Summary Slide 2
  4. About BzzAgent • BzzAgent is the leading word-of-mouth media company that enables clients to organize and manage honest, real-world communications between everyday consumers. • 240,000 volunteer agents • Over 8,000,000 communications • 260 programs for 150 companies Penguin Group USA Slide 3
  5. The BzzCampaign Process Measurement Segmentation Trial & Training Two-way Dialogue & Analytics 53.7 60 36.9 37 40 + + + 16 20 -42.8 0 Latte Lite (Pre- Latte Lite (Post- Dunkin' Donuts® National Median BzzCampaign Campaign) Campaign) (Post-Campaign) Average (Past -20 Campaigns) -40 -60 • Experience • BzzAgents Profiled • Opinions created • Data analyzed • Education • Invited to join • Conversations occur • Objectives measured BzzCamaign • Training & Support • BzzReports submitted • WOM insights delivered Slide 4
  6. The Latte Lite BzzCampaign: Goals and Objectives 1. Generate WOM about Latte Lite launch 2. Increase awareness and trial 3. Isolate behavioral differences in Dunkin Donuts’ segments 4. Understand how WOM affects sales Slide 5
  7. The Latte Lite BzzCampaign: Methodology • 3,000 BzzAgents -- 12 Week BzzCampaign • 6 “Be My Guest Cards” – Good for (1) Latte Lite • BzzGuide & on-line training TEST MARKET CONTROL MARKET New York City (48%) Philadelphia Boston (41%) Hartford Detroit (7%) Chicago Cleveland (5%) Atlanta Slide 6
  8. The Latte Lite BzzCampaign: Participants Consumer Segments Age Breakdown 45-54 Segment E 8% 18-24 13% Segment A 21% 27% Segment D 10% 35-44 27% Segment C 18% 25-34 Segment B 44% 32% Slide 7
  9. The Latte Lite BzzCampaign: Conversation Measurement • 3,000 BzzAgents • 111,272 Communications • 5,004 Reported WOM Actions (BzzReports) • Over 8,000 ‘Be My Guest’ cards utilized • 58% of Reported WOM Actions mention a purchase of a Latte Lite Slide 8
  10. The Latte Lite BzzCampaign: Sample BzzReport “ Was hanging out with my friends Laura and Kimberly, and after many-a- They both heard me talk about BzzAgent… shopping stops we were ready for a break. I convinced them to come try a new drink at Dunkin' Donuts. They both heard me talk about Bzzagent Kimberly (26) likes sweet about. Kimberly (26) likes sweet so they new exactly what it was all coffee drinks….. coffee drinks like the frapuccino, so she was happy with her latte lite. Laura (39) likes strong coffee and doesn't take sugar so she found it too …like a treat but only 100 calories was great. milky, but once they added an extra shot of espresso she was happy with it. This time around I chose an iced latte lite with hazelnut and toasted Kimberly told me itshe has continued to was great. almonds, knowing that was like a treat but only 100 calories get this drink andtold me she has continued to getof herand even got ato try it. Kimberly even got a bunch this drink friends bunch of her friends to try it. So far this product is a success and Dunkin ” Donuts coffee in general is a HUGE hit! Slide 9
  11. The Latte Lite BzzCampaign: Conversation Measurement • 30% of Reported WOM Actions took place at work • Work-located WOM Action reports comprised 35% of Recipients reached • 29% of Recipients were documented as friends and 15% were relatives Slide 10
  12. The Latte Lite BzzCampaign: Net Promoter® Score Pre- and Post-Campaign Net Promoter® Scores 37 40 25 10 -5 -20 -35 -43 -50 Pre-Campaign Post-Campaign Slide 11
  13. The Latte Lite BzzCampaign: Net Promoter® Score Post-Campaign Net Promoter® Score by Segment 47 50 39 40 36 34 33 30 20 10 0 Segment A Segment D Segment B Segment C Segment E Slide 12
  14. The Latte Lite BzzCampaign: Conversations vs. Sales WOM vs. Sales Reported Receivers (BzzReports) 200 2000 35% of all Beverage Category Sales 25% lift Receivers 180 1600 in sales 160 1200 140 800 120 400 100 0 k0 k2 k4 k6 k8 10 We e We e We e We e We e k We e Test Market Sales Receivers Slide 13
  15. The Latte Lite BzzCampaign: Conversations vs. Sales WOM vs. Sales 35% of all Reported Receivers (BzzReports) 200 2000 25% lift Receivers Beverage Category Sales 25% sales in lift 180 1600 in sales 160 1200 8.9% lift 140 800 in sales 120 400 100 0 k0 k2 k4 k6 k8 10 We e We e We e We e We e ek We Test Market Sales Control Market Sales Receivers Slide 14
  16. Summary • We’ve made great progress • Delivering ROI: You can isolate WOM • The WOM industry has challenges • More willing partners • Deeper understanding of WOM impact • Sales • Other media • Universal metrics • How big is WOM? • What is the value of a recommendation? Slide 15
  17. The Latte Lite BzzCampaign Measuring WOM in a Test/Control Environment Matt McGlinn, Director Campaign Analytics BzzAgent

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