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Measuring Buzz and Designing Stories

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The presentation I gave on a 2 day Cross Media Storytelling congress

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Measuring Buzz and Designing Stories

  1. A new approach for measuring BUZZ: Word of mouth and word of mouse Evert-Jan De Kort Consultant Digital & Technology InSites Consulting
  2.  
  3. People tell stories to each other
  4. Brands tell stories to people
  5. People tell stories about brands
  6. Human Stories explain lives
  7. Technology changed the tools to tell stories
  8. Time Space
  9. Experiment
  10.  
  11. 10 friends http://www.youtube.com/watch?v=-prfAENSh2k
  12. Around the world in 2.5 days
  13. 1.000.000 views on YouTube in 4 days
  14. Successful?
  15.  
  16. Number 5 vs. The People
  17. Research
  18. (ALTERNATIVE) ADVERTISING TECHNIQUES UNCONTROLLED ENLARGEMENT (MEDIA EXPOSURE / WORD OF MOUTH) CONTROLLED ENLARGEMENT (CONVENTIONAL MEDIA) Indirect exposure Direct exposure
  19. Buzz Word of mouth Word of mouse Visual WOM online movies Textual WOM E-mail, blogs, forums, chat,... + +
  20. Conceptual framework of Buzz activation sharing spread selective spread sharing source selective source buzz activation
  21. 40% watches online movie clip received via e-mail 1 in 3 reads comments on blogs 1 in 5 sends comments about brands via e-mail 1 on 10 posts online movie clip on specialized websites 8% has made his own movie Conceptual framework of Buzz activation buzz activation
  22. Who
  23. Information input WOM actions Sharing sending + creating Forum, blog, e-mail Selective sending e-mail Sharing receiving Forum, blog, specialized website Selective receiving e-mail None An action based segmentation SUPER SOCIALS 18% CREATORS 8% SILENTS 23% BUCKETS 11% DIGGERS 29% E-MAILERS 12%
  24. Word of mouse brands
  25. Spaces
  26. 59% 53% 52% 42% 37% 34% 29% 24% 22% 21% 18% 15% 15% 14% 13% Share of word of mouse
  27. em power ed
  28. http://www.youtube.com/watch?v=qvLDFtaL5HI
  29. http://www.youtube.com/watch?v=40qihGbngJg
  30.  
  31.  
  32. + Positive
  33. ONLINE COMMUNICATION ONLINE MOVIE Dissatisfied consumers engage in more WOM than satisfied consumers (Sweeney 2003) Drivers of word of mouse 6% 47% 39% 32% 26% 26% 25% 16% 19% 16% 18% 13% 6% 9% 44% 18% 25% 18% 9% 12% 26% 22% 19% 19% 12% 11% 8% 0% I found the message funny I often use the brand or product category myself I like the brand I was satisfied with the brand I intended to buy this brand I wish to share my experiences with other people I knew my interlocutor would be interested I am enthusiastic about the message I found the subject interesting I found the message important I wish to share my knowledge with other people I wish to express my opinion on a certain subject I don't like the brand I was dissatisfied with the brand
  34. 19% 19% 17% 6% 3% 9% Textual word of mouse Viral movies Word of mouth + - Textual word of mouse Viral movies Word of mouth Impact of word of mouse on brand attitude
  35. Learnings
  36. 1. Design your Campaign Fit the word of mouse profile and the motivations and actions of your target group
  37. Evolution http://www.youtube.com/watch?v=iYhCn0jf46U Onslaught http://www.youtube.com/watch?v=JaH4y6ZjSfE Dove
  38. 1. Design your Campaign 2. Measure Impact Creative agencies make stories, media agencies buy time. Consumers tell the most powerfull stories.
  39. 1. Design your Campaign 2. Measure Impact 3. Track Conversations Everyone talks whenever in whatever way about a diversity of brands, and use it in their buying decision.
  40. Not sure...Maybe we should ask InSites?
  41. Thank you. Download our white paper on WOM & Buzz
  42. Images used under CC from Flickr and Wikipedia Photo Credits The Boyhood of Raleigh by Sir John Everett Millais, oil on canvas, 1870. Ohad: http://www.flickr.com/photos/ohadby/26941465 / Molas: http://www.flickr.com/photos/molas/128652106 / Dwig: http://www.flickr.com/photos/dwig/450198706 / Chris Fitz http://www.flickr.com/photos/chris-fritz/2046264364 / Evert-Jan De Kort, Consultant Digital & Technology Research InSites Consulting http://www.insites.eu http:// www.linkedin.com/in/ejdekort

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