BUZZMEDIA: Digital Quicksilver

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Influence is a social currency connecting those who have knowledge and topical experience with those that seek it. In a fragmented media environment, where millennials consume content and are exposed to marketing messages in a state of “continuous partial attention,” influencers have never been more important.

BUZZMEDIA's massive study of U.S. millennials focuses on the personal dynamics of influence: How influence is created, nurtured, earned and shared via social media. The study details the rise of the influencer as a ‘relatable icon’ and the role these dynamic individuals play in a consumer’s day to day life.

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BUZZMEDIA: Digital Quicksilver

  1. 1. DIGITAL QUICKSILVERHOW MARKETERS CAN HARNESSINFLUENCE TO DRIVE BRANDAFFINITYA STUDY OF MILLENNIALS BY BUZZMEDIA #smwBUZZMEDIA
  2. 2. BUZZMEDIA EXPLORED THEKEY DRIVERS OF INFLUENCETO UNDERSTAND THECOMPLEX RELATIONSHIPBETWEEN BRANDS,CONTENT, INFLUENCERSAND MILLENNIALS. #SmwBUZZMEDIA
  3. 3. WE PARTNERED WITHNEWSTREAM, A ‘VALUE-ADDED’ MARKET RESEARCH& STRATEGY CONSULTINGBOUTIQUE TO HELP UNLOCKTHE DYNAMICS OFINFLUENCE. #SmwBUZZMEDIA
  4. 4. METHODOLOGY
  5. 5. RESEARCH APPROACH LOS ANGELESCHICAGO NEW YORK 6 FOCUS SOCIALLY ACTIVE 1,228 SURVEYS OF GROUPS ONLINE U.S. U.S. MILLENNIALS (2 PER MARKET) MILLENNIALS CONDUCTED (AGED 18-34) BETWEEN 1/2/2013 - 1/11/2013 #SmwBUZZMEDIA
  6. 6. KEY FINDINGS
  7. 7. MILLENNIALS POSSESS‘CORE VALUES’ THAT IMPACTTHE POTENTIAL INFLUENCEOF BRANDS, CONTENT ANDINDIVIDUALS. #SmwBUZZMEDIA
  8. 8. TRUST, CREDIBILITY ANDAUTHENTICITY ARE THEDOMINANT DRIVERS OFINFLUENCE. OF MILLENNIALS RANK80% ‘TRUST’, ‘CREDIBILITY’ AND ‘AUTHENTICITY’ AS THE MOST IMPORTANT ELEMENTS THAT IMPACT IF A BRAND, CONTENT OR INDIVIDUAL INFLUENCER IS CONSIDERED INFLUENTIAL. #SmwBUZZMEDIA
  9. 9. THESE CORE VALUES MUST BE PRESENT IN THE BRAND, CONTENT AND INFLUENCER IN ORDER TO EFFECTIVELY SWAY MILLENNIALS ANDCREATE A SECTION DIVIDER DRIVE THEM TO ACTION.WITH A LARGE PHOTO ANDSOME TYPE #SmwBUZZMEDIA
  10. 10. TRUST IS NON-NEGOTIABLE.IT IS A PRECONDITION. ITSETS THE FOUNDATION FORTHE ENTIRE RELATIONSHIP.IF A CONSUMER DOESN’TTRUST YOU,YOU’RENOWHERE. #SmwBUZZMEDIA
  11. 11. “A BRAND IS A PARTOF YOUR LIFE THATYOU WILL ACTUALLYARGUE ABOUT.”
  12. 12. CREDIBILITY &AUTHENTICITY NEED TO BEMANAGED WITH CARETO IMPACT MILLENNIALCONSUMERS. #SmwBUZZMEDIA
  13. 13. “WE KNOW BRANDSARE TRYING TO SELLYOU SOMETHING,BUT THERE IS ARELATIONSHIPOUTSIDE OF BEINGA CONSUMER.”
  14. 14. BRANDS, CONTENT ANDINFLUENCERS LIVE INSYNERGY. EACH ADDSLOGIC & STRENGTH ANDREINFORCES THE COREVALUES. #SmwBUZZMEDIA
  15. 15. “I IMMEDIATELY NOTICEDWHEN THE GAWKER SITEWENT DOWN AND STATEFARM STEPPED IN. I HAVESTATE FARM INSURANCEAND LIKE THEM EVENMORE NOW THAT THEYBROUGHT ME GAWKER.”
  16. 16. INFLUENCE IS NOT ANENTITY. INFLUENCE IS APROCESS. ONE WHICHNEEDS TO BE MANAGEDPROPERLY TO BE MOSTEFFECTIVE. #SmwBUZZMEDIA
  17. 17. BUILDING BRANDINFLUENCE
  18. 18. A) “A BRAND IS MUCH MOREEXISTENTIAL - IT TAKES A LOT TOBE A BRAND...”B) “WHILE EVERY BRAND IS APRODUCT NOT EVERY PRODUCTIS A BRAND...”C) “A BRAND EXTENDS TO WHATTHEY REPRESENT - IT’S BEYONDA PRODUCT...” 19
  19. 19. MILLENNIALS HOLD STRONGLYFORMED OPINIONS ABOUTBRANDS. 85% 81% 77% WHAT A WHAT A MEASURE OF COMPANY DISTINGUISHES A QUALITY REPRESENTS PRODUCTQ. What is a brand? Do you consider a brand to be…... #SmwBUZZMEDIA
  20. 20. MILLENNIALS THINKINFLUENTIAL BRANDSSHOULD BE CREATIVE (92%),INNOVATIVE (87%),COMPASSIONATE (79%),CREATE A SECTION DIVIDERWITH A LARGE PHOTO AND &STYLISH (79%)SOME TYPEHUMOROUS. (74%)Q. How important are each of the following brand characteristics orpersonality traits in determining whether a brand is influential to you online? #SmwBUZZMEDIA
  21. 21. WOMEN SEEKCOMPASSIONATEBRANDS, MENSEEK FUNNY WOMEN CREATIVE #1ONES. INNOVATIVE #2 COMPASSIONATE #3BOTH VALUE STYLISH #4CREATIVITY & MENINNOVATION. CREATIVE #1 INNOVATIVE #2 HUMOROUS #3 STYLISH #4
  22. 22. INFLUENTIAL BRAND DISCOVERY EXPERIENCES BEGIN WITHCREATE A SECTION DIVIDER BRAND WEBSITES 52% CONTENT &WITH A LARGE PHOTO AND NON-BRAND SITES 52% TAKE FLIGHT ADS 42%SOME TYPE VIA SOCIAL. CELEBRITY ENDORSEMENTS 40% SITE EDITOR 40% SOCIAL MEDIA 39% TOPIC AREA EXPERT 32% Q.11. Generally, how influential are the following online sources when obtaining information on brands and/or products?
  23. 23. SOCIAL MEDIA PLAYS A CRITICAL ROLE IN HOW MILLENNIALS INTERACT WITH BRANDS. OF MILLENNIALS 76% FOLLOW BRANDS VIA SOCIAL MEDIAQ.6. How do you most typically interact with brands online? #SmwBUZZMEDIA
  24. 24. SOCIAL MEDIA &BRAND DISCOVERY
  25. 25. MILLENNIALS ARE ACTIVELY ENGAGEDWITH BRANDS ON SOCIAL MEDIA. 80 60 76 76 73 70 40 45 20 0 FOLLOW SHARE SHARE SHARE SHARE BRANDS ITEMS ARTICLES, ITEMS ITEMS FROM CLIPS, FROM FROM FRIENDS ETC. BRANDS CELEBS
  26. 26. MILLENNIALS WELCOMEBRANDS INTO THEIRSTREAM & SHARE THEBEST. BRANDS NEED TOFOCUS ON PRODUCINGGREAT CONTENTWORTHY OF SHARING. 40% REGULARLY RECEIVE USEFUL INFO FROM BRANDSQ. How much do you agree with the following statements?Top 3 boxes (in 10 point agreement scale) #SmwBUZZMEDIA
  27. 27. MILLENNIAL BRANDDISCOVERY IS FUELED BYTRUSTED SOURCES. 54% 50% 44%FRIENDS & FAMILY FROM TOPIC FROM SITE EXPERT EDITOR “I WILL CHECK OUT A BRAND THAT RECEIVED RECOMMENDATIONS FROM...” #SmwBUZZMEDIA
  28. 28. BRAND DISCOVERY INCREASESAMONG MILLENNIALS THAT SPENDMORE TIME ONLINE. 60 58 54 45 51 49 45 30 40 15 0 FRIENDS & FAMILY TOPIC EXPERT SITE EDITOR LESS THAN 20 HRS PER WEEK ONLINE MORE THAN 20 HOURS PER WEEK ONLINE “I WILL CHECK OUT A BRAND THAT RECEIVED RECOMMENDATIONS FROM...”
  29. 29. MILLENNIALS REWARD BRANDS & CONTENT THAT ARE PROPERLY ALIGNED. 34% 36% VIEW OF BRAND CHANGED VIEW OF SITE CHANGED POSITIVELY FROM POSITIVELY FROM ASSOCIATION WITH SITE OR ASSOCIATION WITH SITE EDITOR BRANDQ. How much do you agree with the following statements? Top 3 Boxes (in 10 point agreement scale) #SmwBUZZMEDIA
  30. 30. THE POWER OFINDIVIDUAL INFLUENCERS
  31. 31. WE DEVELOPED ANINFLUENCER SPECTRUM TOMEASURE HOWMILLENNIALS VIEWINDIVIDUAL INFLUENCERSBASED ON TOPIC EXPERTISEAND FAME. #SmwBUZZMEDIA
  32. 32. LOW TOPICAL TOPIC EXPERT EXPERTISE WITH WITHDEGREE OF FAME BROAD FAME BROAD FAME LOW TOPICAL TOPIC EXPERT EXPERTISE WITH WITH CONTEXTUAL FAME CONTEXTUAL FAME DEGREE OF TOPICAL EXPERTISE
  33. 33. MILLENNIALS VALUETOPIC EXPERTISE ABOVEALL WHEN SEEKINGINFORMATION FROMINFLUENCERS ABOUTBRANDS. #SmwBUZZMEDIA
  34. 34. INFLUENCERS NEED TOBE INTIMATELY INVOLVEDIN THE SPHERE OFACTIVITY THEY AREREPRESENTING - NOTJUST BROUGHT INBECAUSE THEY AREPOPULAR.”
  35. 35. TOPIC EXPERTS HAVE HIGHEST CREDIBILITY WITHIN ALL CATEGORIES. BROAD FAME CONTEXTUAL FAME MUSIC 48% 40% APPAREL & FASHION 44% 47% CONSUMER ELEC 39% 37% RESTAURANTS 38% 38% TRAVEL 36% 36% AUTO 35% 36% CPG PRODUCTS 34% 32% CREDIT & FINANCE 30% 29%Q.12. How credible is this “type” of individual when you are obtaining information on...?
  36. 36. TOPIC EXPERTS EXUDEAUTHENTICITY &CREDIBILITY.CONSUMERS RESPECTTHEIR KNOWLEDGE &VALUE ENGAGING IN ADIALOGUE WITH THEMVIA SOCIAL MEDIA. #SmwBUZZMEDIA
  37. 37. TOPIC EXPERTS CAN IGNITECONSUMER PASSIONSABOUT BRANDS, AS LONGAS THERE EXISTS ATRUSTED & AUTHENTICCONNECTION BETWEENBRAND AND THEINFLUENCER. #SmwBUZZMEDIA
  38. 38. TOPIC EXPERTS CAN HELP INCREASE BRAND AWARENESS, INTEREST, AFFINITY AND PURCHASE CONSIDERATION. 50 46 48 41 42 43 42 43 37.5 38 39 36 36 35 32 31 31 25 27 12.5 0 BRAND AWARENESS BRAND INTEREST BRAND AFFINITY CONSIDER PURCHASING BRAND TOPIC EXPERT / BROAD FAME TOPIC EXPERT / CONTEXTUAL FAME LOW TOPICAL EXPERTISE / BROAD FAME LOW TOPICAL EXPERTISE / BROAD FAMEQ.4. How influential is this “type” of individual in...?
  39. 39. MILLENNIALS VIEW BRANDS AS A‘MEASURE OF QUALITY’. TRUST,CREDIBILITY & AUTHENTICITY ARE ‘COREVALUES’ THAT SHAPE INFLUENCE.MILLENNIALS WELCOME BRANDS INTOTHEIR LIVES & SHARE THE BESTCONTENT. BRAND DISCOVERY IS FUELDBY TRUSTED SOURCES VIA SOCIAL MEDIA.ALIGNMENT WITH TOPIC EXPERTS CANAID BRAND DISCOVERY, EXPANDINFLUENCE & INCREASE RESULTS. #SmwBUZZMEDIA

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