1. Earn your
owned media
Based on TNS Digital Life
Martin Warmelink
Director Technology & Media TNS Nipo
©TNS 2012

2. The Global Digital Growth Index
High Penetration, Low Index – High Internet High Penetration, High Index–
Utilise large reach, engage Penetration Major opportunity, invest
outliers heavily
Netherlands South Korea
Low Growth High Growth
Index Index
China
Ghana
Low Penetration, High Index –
Low Penetration, Low Index– Low Internet Drive growth through engaged
Tap into latent demand, Penetration early adopters
plan for future opportunity
Digital Life 2
©TNS 2012

3. Social networks and advocacy present only a small
opportunity for brands to grow through digital
Global Netherlands
Internet
30% 88%
Penetration
% of internet % of internet
users that: users that:
Go online
daily 68% 69% Reach
Are brand
fans on SN 33% 19% Engage
Write about
brands online
47% 19% Activate
Research
brands online
81% 83% Convert
Digital Life 3
©TNS 2012

4. Tanzania
Ghana
India
Uganda
Kenya
Pakistan
South Africa
Indonesia
Egypt
©TNS 2012
Thailand
write them
Nigeria
Philippines
Peru
Vietnam
% writing about brands
Mexico
% reading about brands
Ukraine
Romania
China
Brazil
Colombia
Morocco
Russia
Saudi Arabia
Turkey
Argentina
Greece
Portugal
Italy
Chile
Poland
Malaysia
Hungary
Spain
Ireland
Czech Republic
Internet Penetration
Hong Kong
UAE
France
Taiwan
Israel
Slovakia
Digital Life
Austria
Estonia
Singapore
Belgium
Online users read comments far more than they
US
Australia
Japan
Canada
Germany
Switzerland
South Korea
UK
New Zealand
Luxembourg
Finland
Denmark
Netherlands
Sweden
Norway
4

5. Advocacy can impact on some categories more than
others, depending on how involved the category is
Mobile Phone
High impact, low quantity – Most read Most advocated –
engage the influencers Travel Join the conversation
about
ISP
PC
Camera
clothes
Music
Least written Most written
about about
Tobacco
Low online chatter – Lots of noise, little interest –
drive engagement through Least read Track & respond to key
creative execution about messages
Digital Life 5
©TNS 2012

6. Who is the real Samsung??!!?
Digital Life 6
©TNS 2012

7. Tanzania
Ghana
India
Uganda
Kenya
Pakistan
South Africa
Indonesia
Egypt
©TNS 2012
Thailand
Nigeria
Philippines
Peru
Vietnam
Mexico
Ukraine
Romania
China
Brazil
Colombia
Morocco
Russia
Saudi Arabia
Turkey
Argentina
Greece
Portugal
Italy
Chile
Poland
% using Digital to research products or services
% using Digital to purchase products or services
Malaysia
Hungary
Spain
Ireland
Czech Republic
Internet Penetration
Hong Kong
UAE
France
Taiwan
Israel
Slovakia
Digital Life
Austria
Estonia
Singapore
Belgium
US
Australia
products and purchasing products on line is huge!
Japan
In mature markets like the Netherlands researching
Canada
Germany
Switzerland
South Korea
UK
New Zealand
Luxembourg
Finland
Denmark
Netherlands
Sweden
Norway
7

8. People do more research for highly involved (and
higher priced) purchases, and a greater percentage
of this research takes place online
% researching
online
89 87 87
68
80
73 73
31
25 45
22 20 19
20
9 10 10 9
Cleaning Food Personal Alcohol Prescription Credit cards New Car TV Travel
products hygiene Medicine
Digital Life 8
©TNS 2012

9. Influencing purchase behaviour used to be so
simple...
Digital Life 9
©TNS 2012

10. ...until the Internet came along
Digital Life 10
©TNS 2012

11. Word of mouth and other earned media play a
strong role for consumers researching products
online
% using touchpoint to research
69%
60%
56% 57%
50% 52%
41%
38%
35%
31%
28%
23% 25%
21%
17%
12% 12% 13% 14% 12%
6%
Banner Ad Online Search Ad Social Net. Online viral Direct mail Email Ad Newspaper TV Ad Brand page Online Product Sales Brand Online Consumer Consumer Expert Consumer Price Word of
video ad Ad ad Ad on SN retailer sample assistant website consumer views on views on review review Comparison mouth
website video microblogs SN site
Bought media: Owned media: Earned media:
Utilised by 67% Utilised by 84% Utilised by 85%
Digital Life 11
©TNS 2012

12. Zoom in: owned and earned media
Brand websites still hugely important!!
% using touchpoint to research
Price Comparison site 57%
Consumer review 52%
Expert review 50%
Consumer views on SN 25%
Consumer views on microblogs 23%
Earned media:
Online consumer video 12%
Utilised by 85%
Brand website 60%
Online retailer website 28%
Owned media:
Utilised by 84%
Digital Life 12
©TNS 2012

13. The prominent touchpoints that influence Mobile
device selection are brand websites, price
comparisons and reviews
TV ads 26%
Bought media:
Utilised by 51% Print ads 23%
Brand website 67%
Owned media: Sales assistant 58%
Utilised by 87%
Retailer website 22%
Word of mouth 72%
Price comparison site 54%
Earned media: Consumer reviews 44%
Utilised by 80%
Expert review 44%
Consumer views on microblogs 18%
Digital Life 13
©TNS 2012

14. Differing levels of research and buzz across
categories, means different opportunities to
engage consumers
Highly researched but rarely Highly Highly engaged and talkative
talked about – ensure Researched consumers – engage via
information hungry Mobile multiple channels and
consumers are kept up-to- Travel touchpoints
date with info
Low Levels of Credit Cards High Levels of
Category Category
WoM WoM
Cosmetics
Low levels of engagement – Personal Hygiene Buzz heavy but important
buy media or produce a sources of information are
campaign that’s engaging in Lightly offline – earn media and
its own right Researched invest in offline
Digital Life 14
©TNS 2012

15. And define the optimal mix of media across
product categories
Highly
Researched
OWNED EARNED & OWNED
Ensure information-hungry Engage customers through
consumers are kept up-to-date multiple channels and
with information touchpoints
Low Levels of High Levels of
Category WoM Category WoM
BOUGHT EARNED
Buy media or produce a Earn media and invest in offline
campaign that is engaging in its communication
own right
Lightly
Researched
Digital Life
15
©TNS 2012

16. Earned and owned media BOTH important
Baby care products
Food
Credit cards
Personal care products
Over-the-counter
medicines
Holiday/travel
Banking products
A PC/Laptop/Tablet
Insurance policy
Cameras
Mobile phones
TV
New cars
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Manufacturer's/service provider websites Consumer product review sites
Digital Life 16
©TNS 2012

17. Searching, searching, searching Session: 70 minutes
21.49: Google: Samsung tv Visited:
21.50: Plasma discounter.nl 1 e-tailer
Samsung UE40D6500 5 times back to google
Specs 1 time you tube
22.04: Google: UE40D6500 2 cons/prof. review / price comp.
22.04: Tweakers 2 prof. review / price comp.
Expert review 2 manufacturer sites
Specs
Afbeeldingen
22.08: Google: UE40D6500
22.09: Beste product.nl
video
22.15: Google: Samsung
22.15: Samsung
Specs
What is smarttv
22.30: Kieskeurig
Lees reviews
22.39: Google: UE40D7000
22.39: Kieskeurig
Lees reviews
22.57: Plasmadiscounter
youtube filmpje
23.02: Google: Philips 40PFL8608
The searching continues!!! Source: TNS NIPO clicks
©TNS 2012

18. Shoppers go to brand sites, to price comparison
sites and review sites
All in one session
We all know this!!
Brands:
Can you combine them?
Should you combine them?
Digital Life 18
©TNS 2012

19. Some brands try to get reviews on their Websites
- Getting them selves
Digital Life 19
©TNS 2012

20. Digital Life 20
©TNS 2012

21. Some brands try to get reviews on their Websites
Collaborate with review specialists
Digital Life 21
©TNS 2012

22. Some brands try to get reviews on their Websites
Collaborate with e-tailers
Digital Life 22
©TNS 2012

23. Digital Life 23
©TNS 2012

24. So, what should brands do?
The facts
- Brand websites are important in the shopping process
- Shoppers are looking for reviews
- Many brand sites are static and specs driven
- Reviews can give a personal touch / emotion to your
brand. You are open to criticism (Everyone
makes mistakes) and you can show what you
do with it
- You can keep shoppers on your site and convert
Questions
- Do people trust it?
- Do it yourself or collaborate?
- Are your products and services good enough to
be open?
- Does it help your brand in the conversion as well?
Digital Life 24
©TNS 2012

25. Do it
Collaborate
Build on your image
Convert
Earn your owned Media
Digital Life 25
©TNS 2012

26. Earn your
owned media
Based on TNS Digital Life
www.tnsdigitallife.com Martin Warmelink
Schuif aan bij ronde tafel sessie om TNS NIPO
15.00 uur 06 53720496
martin.warmelink@tns-nipo.com
©TNS 2012