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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
- 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
- 12. Around the world in 2.5 days
- 13. 1.000.000 views on YouTube in 4 days
- 14. Successful?
- 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
- 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