Your SlideShare is downloading. ×
  • Like
  • Save
Oppa brand buzz survey
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Oppa brand buzz survey

  • 290 views
Published

The OPPA Brand Buzz Survey investigates the relationship between brand conversations and content sites (sites of magazines, newspapers, TV channels) : …

The OPPA Brand Buzz Survey investigates the relationship between brand conversations and content sites (sites of magazines, newspapers, TV channels) :
1/ do content sites generate conversations, and which factors drive the conversation
2/ what drives those conversations with Belgian visitors
3/what do these powerful conversations mean for brands ???

Published in Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
290
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. ‘OPPA Brand Buzz Survey’Research - Results Summary 04/09/2012
  • 2. Online Professional Publisher Association (OPPA)• Belgian publishers share know-how about the evolution of digital content and its influence on journalism.• Common surveys relevant for publishers, advertisers, institutes, media agencies, …• Defend the importance of online content and branding
  • 3. Individuals and professionals behind content sites Source : Internal data
  • 4. Content sites are an audience successSource : Metriweb – February 2012
  • 5. Content sites are mobile leadersSource : Internal data – February 2012
  • 6. OPPA Brand Buzz Survey• In 2011 OPPA did successful research about the correlation between trust in content sites and the professionalism and quality of editorial teams.• With the OPPA Brand Buzz Survey we go a step further and investigate relationships between brand conversations & OPPA members’ media properties. With the OPPA Brand Buzz Survey we give an answer to 3 questions : 1. Do content sites generate conversations, and which factors drive the conversation ? 2. What drives those conversations with Belgian visitors? 3. What do these powerful conversations mean for brands ?
  • 7. Methodology A few statistics…• Online interviews (CAWI) • Completed interviews : 1981• Duration: 15min• 1 month field survey , from June • Analyzed conversations: 3816 26 until July 26 2012 • Total brand mentions: 10689• Weighted against online Belgian population, 15+ (CIM) • Analyzed brand mentions: 6328• Recruiting through bannering on OPPA websites• Research performed by Dialog Solutions, in partnership with OPPA Research Group
  • 8. Do content sites generateconversations and which factors drive the conversation?
  • 9. 9 out of 10 visitors talk about brands on a regular basisIn the last 7 days, have you had a conversation regarding consumption(holidays, banking,…) in which a specific brand was mentioned ?Yes 89,6%No 10,4%
  • 10. Advertising and content drive conversations Which source(s) lead(s) you or your interlocutor to have a conversation regarding « Category X » ? (Several possible answers) A past purchase 25% An experience with this product/service 23% A future purchase 23% An ad 20% A close acquaintance initiated it 15% Content on the Internet (article,…) 12% The press, television or radio (except linked websites) 11% No particular reason 10% I dont know 1%n= 3816
  • 11. Content sites rank as 1st digital source of conversations If it was an advertisment, through what medium/media was it presented (multiple answers possible) ? Magazine or newspaper 36% On television 19% Content Sites 17% By email 12%On a bilboard/street publicity 7% Brand website 5% On the radio 4% E-commerce 4% Social media 4% Web portal 4% Online classifieds site 3% Video website 1% Forums or blogs 1%n= 718
  • 12. Content sites encourage conversation straightaway How do you communicate about On which website(s) do you communicate brands ? online about brands ? Content sites 58% During an oral 86,6% conversation Social media 40,2% Forums or blogs 30,0% By email, text message, 43,5% telephone Web portals 29,4% Brand websites 27,6% On Internet websites 35% E-commerce 23,4% Classifieds websites 9,0% Via instant messaging 9,5% Video websites 8,2%n= 1981 n= 693
  • 13. Sites where content is written by journalists create reasons forconsumers to talk about brands and create buzz
  • 14. What drives theseconversations with Belgian visitors ?
  • 15. Content sites visitors’ interests span multiple categoriesFor which category/categories of products do you consider yourself to have a particular interest that is greater than average ? (Max. 3 answers) – TOP 5 only Food products 48,1% Food products 38,7% Holidays 45,4% Holidays 36,8% Fashion 34,5% Internet / Telecom / TV 30,4% Beauty products/shops 24,1% Consumer technology 23,9% Supermarkets 22,5% Energy 23,4%n= 1981
  • 16. Content sites attract opinion leaders Recommend brands very often or often Get called for recommendations almost always/often Content sites regular Content sites regular users 51% OR users 23% 54% Content sites light Content sites light users 40% 12% usersTalk about new products/services before/after purchase Initiate or contribute to conversations about brands Content sites regular users 90% Content sites regular users 89% Content sites light users 73% Content sites light users 75%n= 1981Note: OPPA regular users go to OPPA sites multiple timesper week, light users less
  • 17. The majority of conversations are positive How was “Brand X” mentioned ? Household Products 55,8% 31,0% 8,8% 1,9% 2,5% Beauty Products 47,2% 40,7% 10,3% 0 1,8% Food Products 42,9% 37,3% 13,0% 5,5% 1,3% Drinks (soft drinks, alcohol etc…) 40,9% 36,1% 14,5% 7,6% 0,9% Cars 40,8% 39,2% 12,2% 6,1% 1,6% Very positively Consumer Technology 34,5% 44,4% 17,1% 3,2% 0,9% Positively Fashion 29,2% 49,7% 16,8% 3,8% 0,4% Holidays 29,0% 41,1% 23,8% 5,4% 0,6% Neither positively nor negatively Supermarkets 27,8% 42,0% 19,3% 8,5% 2,3% Negatively Decoration/Furniture 26,5% 42,9% 26,6% 3,6% 0,4% Very negatively Banking/Insurance 18,3% 30,4% 24,2% 18,8% 8,3% Energy 17,1% 29,1% 26,0% 19,8% 8,0% Internet/Telecom/TV 13,8% 38,8% 22,9% 17,4% 7,2%n= 6328
  • 18. Most conversations drive changeWhat was the aim of the conversation regarding « Brand X » (multiple responses possible) ? Convince to buy a product/service 22,7% 29% of conversations aim to CONVINCE Convince not to buy a product/service 6,5% others Inform others on a product/service 35% of conversations 19,6% aim to INFORM OR Get informed on a product/service 16,0% GET INFORMED 11% aim to get Get advice on a product/service 11,0% ADVICE The brand was mentionned with no particular intention 19,6% 25% are neutral or have other purposes Other 4,6%n= 6328
  • 19. Content sitesattract opinionleaders, alwayswilling to advice others and sharing their brand experience, which makes them brand ambassadors
  • 20. What do these powerfulconversations mean for brands ?
  • 21. Conversations spread along the whole purchase funnel What was the conversation about « Category X » regarding ? (3 answers max) Fashion 48% 50% 20% 11% 1% Decoration/Furniture 76% 16% 12% 12% 5% Regarding a future purchase Consumer Technoogy 63% 27% 12% 13% 6% Beauty Products 44% 45% 22% 25% 2% Regarding a past purchase Holidays 53% 31% 16% 13% 4% Cars 55% 27% 18% 17% 6% Regarding a seen or heard ad Food Products 41% 37% 28% 29% 4% Drinks (soft drinks, alcohol,…) 35% 33% 29% 34% 4% Regarding the use of a product Household products 30% 38% 31% 31% 1% or service without any particular aim Supermarkets 34% 30% 35% 22% 8% After a contact with a service Internet / Telecom / TV 29% 18% 22% 39% 13% (sale, customer service,…) Energy 22% 18% 17% 38% 18% Banking/ Insurances 25% 13% 17% 45% 17%n= 3816
  • 22. Many brands shine in the survey Top 3 positive brand mentions by categoryFood Drink Beauty Bank/Insurance Energy• Knorr • Nespresso • Yves Rocher • Record Bank • Lampiris• Leonidas • Duvel • Dove • Rabobank • Essent• Ijsboerke • Lipton Ice Tea • Estee Lauder • Keytrade Bank • AardgasClothes Furniture/ Cars Internet/Telecom Consumer Tech Decoration /TV • Sony• Geox • Audi Playstation • Gamma • Base• Esprit • Brico Planit • Ford • Proximus • Sony• C&A • VW • Mobistar • Samsung • HuboSupermarkets Household Holidays• O’Cool Products • MSC Croisières • Dreft• Colruyt • Sunjets • Ecover• Albert Heijn • Ariel • JetairRanking criteria: Brands with most positive mentions among brandsmost mentioned in category
  • 23. Buzz & Ambassadorship maps establish a brand benchmark BUZZ MAP POSITIVE Is a brand generating buzz ? How much & LATENT GOOD how strong compared to its competitors ? IsTONE BUZZ BUZZ word of mouth entirely positive or mixed ?OF NEUTRALVOICE DEATH MIXED Map explanation: Tone of voice: tone of the brand mentions in the past NEGATIVE ZONE BUZZ conversations Intensity: number of mentions LOW HIGH INTENSITY (VOLUME) AMBASSADORSHIP MAP Are brand ambassadors doing the talking or HIGH non-clients bashing brands ? How do brands ADMIRERS AMBAS- compare within each category ? SADORSNET PRO- Map explanation:MOTION Net promotion: % who persuade minus % who dissuade, IMAGE WARNING compared vs peers Who is talking: clients, non clients, or mix LOW KILLERS GIVERS NON- CLIENTS CLIENTS WHO IS TALKING
  • 24. Buzz Map Which brands are creating the conversations? (Summary at category level) LATENT BUZZ GOOD BUZZ POSITIVE BEAUTY • Negative correlation HOUSEHOLD PRODUCTS between tone and intensity CARS FOOD • Services provoke more CONSUMER TECH FASHION conversations yet are DRINKS prone to negativeTONE FURNITURE SUPERMARKETS HOLIDAYSOF feedbackVOICE • Products (apart from food & drinks) incite INTERNET/TELECOM/TV less, yet positive, BANKING/INSURANCE conversations. ENERGY NEGATIVE DEATH ZONE MIXED BUZZ LOW HIGH INTENSITY (VOLUME) n= 6328 Note: position on graph show relative performance vs other categories
  • 25. Ambassadorship map Who is talking & why ? (Summay at category level) HIGH ADMIRERS AMBASSADORS HOUSEHOLD PRODUCTS • Positive correlation: ambassadorship and BEAUTY client base FOOD • Considered SUPERMARKETS goods/services generate CONSUMER TECH FURNITURE/DECORATION conversations fromNETPROMOTION FASHION non clients to gain CARS HOLIDAYS information about the product before purchase. INTERNET/TELECOM/TV • Everyday goods BANKING/INSURANCE generate conversations mostly ENERGY from clients LOW IMAGE KILLERS WARNING GIVERS NON-CLIENTS MIX CLIENTS WHO IS TALKING n= 6328 Note: position on graph show relative performance vs other categories
  • 26. Visitors of content sites have an influence onbrands during the whole purchase funnel, from awareness to purchase and advocacy
  • 27. 1. Qualitative content sites create reasons for consumers to talk about brands, which allows marketers to reach highly engaged targets through advertising in a premium environment.2. 1 out of 2 visitors are opinion leaders, highly influenced by brand experiences when talking about brands. Content sites are able to intensify brand experience.3. Content sites play an important role during the whole purchase funnel, from awareness to purchase and advocacy.
  • 28. THANKYOUSiska Truyman – OPPA CoordinatorSiska.truyman@theppress.be+32 (0) 497 03 91 22www.twitter.com/OPPAbelgium