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Welcome
How brands harness the power of
                                                     conversations with transmitters!


                                                    Presented by:   Simon McDonald I Business Director I InSites Consulting
                                                                    Belinda BarkerI Chairperson I inTV Group


                                                    Date:           31st January 2013




www.insites-consulting.com

Ghent I Rotterdam I London I Timisoara I New York
The Power of Conversations
Word-of-mouth recommendations are effective

                  Word of mouth and positive advocacy
                   biggest driver of purchase intention

                                       Word of mouth increases Life
                                               Time Value

                                                    The positive effects of
                                                     stimulated word of
                                                           mouth
     Word of Mouth
      important                               Ad Brand Conversations
                                              impact buying activation


      Reach the influencers to spread the word
About our beliefs in advertising….


   Advertising should be the start of a conversation…a positive
    conversation about brands and products




                      Says what




          And what are the outcomes and actions?
It’s not about Social Media

           90% of conversations about brands are offline




    O PS!
                  10



             90



                  On line   Offline
Understand conversations, influence and talkability about brands




                                       Six Categories




   Regular inTV viewers
                                                                   airlines




                                   118 brands
Methodology

1,600 interviews on-line interviews

                  inTV viewers*       Non viewers**
France            200                 200
Germany           200                 200
Italy             100                 100
Spain             100                 100
UK                200                 200



Top income earners in non viewer              *Regular viewers of international
                                              channels (at least once a week)
 sample boosted to match viewers

                                                      **non viewers of international
                   November 2012                          channels (still watch TV)
The Power of Conversations


                   Likelihood to
   Conversations                        Effect of
                   change other
      about                         conversations on
    categories        peoples       purchase funnel
                      opinions




                                       Connectors,
      Brands
                    Tone of voice     Mavens, Sales
   mentioned in
   conversations   towards brands      people and
                                      CHAMPIONS
Dimension 1: Frequency
How often is a brand or topic discussed by consumers?
Category Conversations - Frequency



        100%                                 Smartphones/                                 Travel
                        Banking                                               Motors                  Airlines   Watches
          90%                                  Tablets                                 Destinations
          80%

          70%
                                                                                                                           Monthly
          60%

          50%                                                                                                              Weekly
          40%
                                                                                                                           Daily
          30%

          20%

          10%

           0%



Q. How often do you have a conversation about each of the following topics?
Weekly Conversations about Categories
        inTV v non viewers

                                                                    Index (inTv viewer compared to non-viewer)

                            147                        141                      159          163                 286   533



        60%




        40%




        20%




          0%
                                                                              inTV            non inTV
Q. How often do you have a conversation about each of the following topics?
Who is the conversation with?

                                                           0%             20%   40%      60%    80%       100%


                                 Family or friends




                                         Colleagues




                              Business contacts




                     Contacts via blogging or
                                social media
                                                                                  inTV         Non inTV

Q. Who was involved in this conversation? Please select all that apply.
Brands Mentioned in Last 4 weeks
       Top 3 by category




    Santander                         30%                                            Audi                           39%                      Air France    38%

                                                                                                                                                British
       Barclays                   21%                                     Volkswagen                              35%                                      36%
                                                                                                                                               Airways


 BNP Paribas                   15%                                                 BMW                           34%                         Lufthansa     35%




           Apple                                         70%                           USA                              45%                      Rolex      42%


      Samsung                                    53%                             Australia                    25%                              Omega      31%


    Blackberry                  17%                                               Canada                    20%                                Swatch     30%



Q. Thinking about <insert category>, which brands have you had a conversation about in the last 4 weeks? Base: Had a category conversation
Motors Brands Mentioned in Last 4 weeks
       Top 3 by country




              Audi                           39%                                   Audi                        34%                           Renault           49%


   Volkswagen                              35%                                     Ford                        34%                           Peugeot          48%


            BMW                           34%                                    BMW                        28%                                 Audi         42%




 Volkswagen                                    49%                                 Audi                           40%                          Fiat          48%


    Mercedes
                                           41%                          Volkswagen                              36%                            Audi      39%
     Benz


           Audi                            40%                                   BMW                            36%                           BMW      30%


Q. Thinking about <insert category>, which brands have you had a conversation about in the last 4 weeks? Base: Had a category conversation
Brands
       Top 10 Brands – Past 4 week conversations



                                                        Apple                                                            70%

                                                  Samsung                                                        53%

                                                 Blackberry                                17%

                                                        Nokia                            16%

                                                         HTC                           14%

                                            Sony Ericsson                          11%

                                                            LG                 8%                          Branded Conversations = 91%
                                                         Acer               6%

                                                         Asus              5%

                                                    Motorola              4%

Q. Thinking about <insert category>, which brands have you had a conversation about in the last 4 weeks?
Base: Had a category conversation
Brands Mentioned
       Mean brands mentioned in previous 4 weeks




                                                   Total                                                                                     Non Viewer

                                                     3.3                                                 3.6                                    2.8

                                                     2.5                                                 2.8                                    1.7

                                                     1.9                                                 2.0                                    1.8

                                                     1.9                                                 2.0                                    1.7

                                                     1.5                                                 1.7                                    1.2

                                                     1.3                                                 1.5                                    1.1


Q. Thinking about <insert category>, which brands have you had a conversation about in the last 4 weeks? Base: Had a category conversation
Dimension 2: Tone-of-voice
 Is a brand or a topic discussed in a positive or negative manner?
Sentiment is usually positive towards brands
       Tone of voice – total category level




                                                                                            Mean score

                            8.0                         7.5                          7.5                         7.1                          7.2                         5.3
         70%




         50%




         30%




         10%




         -10%




         -30%

    Positive – scores 8-10                          Negative – scores 0-4
Q. During this recent conversation about <insert category from Q5> you said you discussed the brand(s) listed below. Were the discussions about each of these brands positive or negative?
Base: Had a branded conversation about the category (allocated randomly to max. 3 only).
Conversation Impact is usually positive
       Opinion change - others




                                                                                           Mean score

                           6.9                         6.3                          6.3                         6.2        6.2   5.4
         70%




         50%




         30%




         10%




        -10%




        -30%

    Positive – scores 8-10                          Negative – scores 0-4
Q. To what extent did the conversation change the opinion of others towards each of these brands after the conversation?
Base: Had a branded conversation about the category (allocated randomly to max. 3 only).
Travel Destinations – inTV viewers more positive
  Tone of Voice & Impact - Others


                                                 Mean score

               7.6              7.3                           6.7           5.9
    80%




                               Non
    60%




    40%




                                                                           Non
    20%




     0%




    -20%

                   Tone of Voice                               Impact on Others

Positive – scores 8-10   Negative – scores 0-4
Conversations
Conversation Mapping – Impact

                                                                     +++
  Conversation impact – change in others opinion towards the brand

                                                                     Impact on Others
                                                                     ---




                                                                                        ---                                 Tone of Voice                                      +++
                                                                                              Positive or negative ‘tone of voice’ towards the brand during the conversation

Bubble size reflects the volume of category conversations (past 4 weeks).
Conversations - Banks
Conversation Mapping – inTV Viewers versus non-viewers

                                                                     +++
  Conversation impact – change in others opinion towards the brand

                                                                     Impact on Others




                                                                                        Non
                                                                     ---




                                                                                          ---                                 Tone of Voice                                      +++
                                                                                                Positive or negative ‘tone of voice’ towards the brand during the conversation

Bubble size reflects the volume of category conversations (past 4 weeks).
Conversations - Airlines
Conversation Mapping – inTV Viewers versus non-viewers

                                                                     +++
  Conversation impact – change in others opinion towards the brand

                                                                     Impact on Others




                                                                                                                    Non
                                                                     ---




                                                                                        ---                                 Tone of Voice                                      +++
                                                                                              Positive or negative ‘tone of voice’ towards the brand during the conversation

Bubble size reflects the volume of category conversations (past 4 weeks).
Conversations – Smartphones/Tablets
Conversation Mapping – inTV Viewers versus non-viewers

                                                                     +++
  Conversation impact – change in others opinion towards the brand

                                                                     Impact on Others




                                                                                                                            Non
                                                                     ---




                                                                                        ---                                 Tone of Voice                                      +++
                                                                                              Positive or negative ‘tone of voice’ towards the brand during the conversation

Bubble size reflects the volume of category conversations (past 4 weeks).
Conversations - Motors
Conversation Mapping – inTV Viewers versus non-viewers

                                                                     +++



                                                                                          BASHING
  Conversation impact – change in others opinion towards the brand

                                                                     Impact on Others




                                                                                                                                          Non
                                                                     ---




                                                                                        ---                                       Tone of Voice                                      +++
                                                                                                    Positive or negative ‘tone of voice’ towards the brand during the conversation

Bubble size reflects the volume of category conversations (past 4 weeks).
Conversations – Travel Destinations
Conversation Mapping – inTV Viewers versus non-viewers

                                                                     +++



                                                                                          BASHING
  Conversation impact – change in others opinion towards the brand

                                                                     Impact on Others




                                                                                                                                                Non
                                                                     ---




                                                                                        ---                                       Tone of Voice                                      +++
                                                                                                    Positive or negative ‘tone of voice’ towards the brand during the conversation

Bubble size reflects the volume of category conversations (past 4 weeks).
Conversations - Watches
Conversation Mapping – inTV Viewers versus non-viewers

                                                                     +++



                                                                                          BASHING
  Conversation impact – change in others opinion towards the brand

                                                                     Impact on Others




                                                                                                                                                                                     Non
                                                                     ---




                                                                                        ---                                       Tone of Voice                                            +++
                                                                                                    Positive or negative ‘tone of voice’ towards the brand during the conversation

Bubble size reflects the volume of category conversations (past 4 weeks).
Conversations – All categories
Conversation Mapping – inTV Viewers versus non-viewers

                                                                     +++



                                                                                          BASHING
  Conversation impact – change in others opinion towards the brand

                                                                     Impact on Others
                                                                     ---




                                                                                        ---                                       Tone of Voice                                      +++
                                                                                                    Positive or negative ‘tone of voice’ towards the brand during the conversation

Bubble size reflects the volume of category conversations (past 4 weeks).
Dimension 3: Impact
 If any, what was the impact of a conversation about a brand or topic?
Classic Purchase Funnel

                 Awareness

                    Opinion

               Consideration

                  Preference

                   Purchase
Impact & Influence - Others
       Purchase Funnels – Watches




                                                                         inTV viewer                                                       Non-Viewer
                                                                                                                                                                                       Index
    Taught them new things about a
              certain product/brand
                                                                                                                                                                                       175

           Triggered them to look up                                                                                                                                                   159
      information on product/brands

            Triggered them to share                                                                                                                                                    117
      information on product/brands

       Reassured them that they had                                                                                                                                                    119
      chosen the right product/brand

        Made them consider a certain                                                                                                                                                   124
                              brand

          Convinced them to choose a                                                                                                                                                   167
                       certain brand
       Made them buy or try a certain                                                                                                                                                  175
                               brand

Q. Which of the following statements best describes the outcome of this conversation for the other people involved? Please select all that apply for each of the brands shown below.
Base: Had a branded conversation about the category (allocated randomly to max. 3 only).
Impact & Influence - Others
       Purchase Funnels – Cars/Motors




                                                                         inTV viewer                                                       Non-Viewer
                                                                                                                                                                                       Index
    Taught them new things about a
              certain product/brand
                                                                                                                                                                                       145

           Triggered them to look up                                                                                                                                                   119
      information on product/brands

            Triggered them to share                                                                                                                                                    132
      information on product/brands

       Reassured them that they had                                                                                                                                                    147
      chosen the right product/brand

        Made them consider a certain                                                                                                                                                   117
                              brand

          Convinced them to choose a                                                                                                                                                   200
                       certain brand
       Made them buy or try a certain                                                                                                                                                  267
                               brand

Q. Which of the following statements best describes the outcome of this conversation for the other people involved? Please select all that apply for each of the brands shown below.
Base: Had a branded conversation about the category (allocated randomly to max. 3 only).
Dimension 4: Influence
 Are inTV viewers more influential transmitters than non viewers
The Pillars of Influence – Motors Example
 (also known as connectors, mavens, sales people)

Connectors                   Mavens                 Sales People



100%
                                                              convince
90%


80%


70%


60%
                           “I’m an
       “I talk to lots   expert in this      “I provide                     “I can
50%
        of people”          area”              lots of                    convince
                                           information”                  others a lot”
40%


30%


20%


10%


 0%




                                                                     Motors Example
And the CHAMPIONS?



          CHAMPIONS


• We talk to lots of people

    AND

• We provide lots of
  information/are an expert

    AND

• We convince others a lot
Champions by category - total



               8.3%

                      7.0%




                                          4.2%
        3.4%
                                                 2.6%

                                   1.4%




                             Champions
Impact & Influence - Others
       Purchase Funnels – category totals




                                                                     All respondents                                                        Champions

    Taught them new things about a
              certain product/brand                                                                                                                  53%


           Triggered them to look up
                                                                                                                                                      21%
      information on product/brands

            Triggered them to share                                                                                                                   45%
      information on product/brands

       Reassured them that they had                                                                                                                    24%
      chosen the right product/brand

        Made them consider a certain                                                                                                                  37%
                              brand

          Convinced them to choose a                                                                                                                  18%
                       certain brand
       Made them buy or try a certain                                                                                                                 18%
                               brand

Q. Which of the following statements best describes the outcome of this conversation for the other people involved? Please select all that apply for each of the brands shown below.
Base: Had a branded conversation about the category (allocated randomly to max. 3 only).
Influential Transmitters - Champions
inTV viewers v non viewers by category




   12%
                   11%
                              10%
   10%



    8%
                                                       6%

    6%
         5%              5%
                                    4%                           4%
    4%
                                                            3%
              2%                           2%
    2%
                                                                      1%
                                                0.3%
    0%



                              inTV       Non inTV
The Multiplier Effect

                   +33%                      +11%                        +36%
                   monthly                        Positive                  Actions for
                                                  change                      others
                                  Likelihood to                 Effect of
   Conversations
                                  change other               conversations
      about
                                     peoples                  on purchase
    categories
                                     opinions                    funnel




                   +56%                       +8%                      +149%
                       Last                       Tone of
                   conversation                                          Champions
                                                   Voice
                                                             Connectors,                       The
      Brands                      Tone of voice                Mavens,                    MULTIPLIER
   mentioned in                     towards                  Sales people                  EFFECT OF
   conversations                     brands                      and                          inTV
                                                             CHAMPIONS                    transmitters
Thank you

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inTV - How to harness the power of conversations - full presentation

  • 2. How brands harness the power of conversations with transmitters! Presented by: Simon McDonald I Business Director I InSites Consulting Belinda BarkerI Chairperson I inTV Group Date: 31st January 2013 www.insites-consulting.com Ghent I Rotterdam I London I Timisoara I New York
  • 3. The Power of Conversations
  • 4. Word-of-mouth recommendations are effective Word of mouth and positive advocacy biggest driver of purchase intention Word of mouth increases Life Time Value The positive effects of stimulated word of mouth Word of Mouth important Ad Brand Conversations impact buying activation Reach the influencers to spread the word
  • 5. About our beliefs in advertising….  Advertising should be the start of a conversation…a positive conversation about brands and products Says what And what are the outcomes and actions?
  • 6. It’s not about Social Media 90% of conversations about brands are offline O PS! 10 90 On line Offline
  • 7.
  • 8. Understand conversations, influence and talkability about brands Six Categories Regular inTV viewers airlines 118 brands
  • 9. Methodology 1,600 interviews on-line interviews inTV viewers* Non viewers** France 200 200 Germany 200 200 Italy 100 100 Spain 100 100 UK 200 200 Top income earners in non viewer *Regular viewers of international channels (at least once a week) sample boosted to match viewers **non viewers of international November 2012 channels (still watch TV)
  • 10. The Power of Conversations Likelihood to Conversations Effect of change other about conversations on categories peoples purchase funnel opinions Connectors, Brands Tone of voice Mavens, Sales mentioned in conversations towards brands people and CHAMPIONS
  • 11. Dimension 1: Frequency How often is a brand or topic discussed by consumers?
  • 12. Category Conversations - Frequency 100% Smartphones/ Travel Banking Motors Airlines Watches 90% Tablets Destinations 80% 70% Monthly 60% 50% Weekly 40% Daily 30% 20% 10% 0% Q. How often do you have a conversation about each of the following topics?
  • 13. Weekly Conversations about Categories inTV v non viewers Index (inTv viewer compared to non-viewer) 147 141 159 163 286 533 60% 40% 20% 0% inTV non inTV Q. How often do you have a conversation about each of the following topics?
  • 14. Who is the conversation with? 0% 20% 40% 60% 80% 100% Family or friends Colleagues Business contacts Contacts via blogging or social media inTV Non inTV Q. Who was involved in this conversation? Please select all that apply.
  • 15. Brands Mentioned in Last 4 weeks Top 3 by category Santander 30% Audi 39% Air France 38% British Barclays 21% Volkswagen 35% 36% Airways BNP Paribas 15% BMW 34% Lufthansa 35% Apple 70% USA 45% Rolex 42% Samsung 53% Australia 25% Omega 31% Blackberry 17% Canada 20% Swatch 30% Q. Thinking about <insert category>, which brands have you had a conversation about in the last 4 weeks? Base: Had a category conversation
  • 16. Motors Brands Mentioned in Last 4 weeks Top 3 by country Audi 39% Audi 34% Renault 49% Volkswagen 35% Ford 34% Peugeot 48% BMW 34% BMW 28% Audi 42% Volkswagen 49% Audi 40% Fiat 48% Mercedes 41% Volkswagen 36% Audi 39% Benz Audi 40% BMW 36% BMW 30% Q. Thinking about <insert category>, which brands have you had a conversation about in the last 4 weeks? Base: Had a category conversation
  • 17. Brands Top 10 Brands – Past 4 week conversations Apple 70% Samsung 53% Blackberry 17% Nokia 16% HTC 14% Sony Ericsson 11% LG 8% Branded Conversations = 91% Acer 6% Asus 5% Motorola 4% Q. Thinking about <insert category>, which brands have you had a conversation about in the last 4 weeks? Base: Had a category conversation
  • 18. Brands Mentioned Mean brands mentioned in previous 4 weeks Total Non Viewer 3.3 3.6 2.8 2.5 2.8 1.7 1.9 2.0 1.8 1.9 2.0 1.7 1.5 1.7 1.2 1.3 1.5 1.1 Q. Thinking about <insert category>, which brands have you had a conversation about in the last 4 weeks? Base: Had a category conversation
  • 19. Dimension 2: Tone-of-voice Is a brand or a topic discussed in a positive or negative manner?
  • 20. Sentiment is usually positive towards brands Tone of voice – total category level Mean score 8.0 7.5 7.5 7.1 7.2 5.3 70% 50% 30% 10% -10% -30% Positive – scores 8-10 Negative – scores 0-4 Q. During this recent conversation about <insert category from Q5> you said you discussed the brand(s) listed below. Were the discussions about each of these brands positive or negative? Base: Had a branded conversation about the category (allocated randomly to max. 3 only).
  • 21. Conversation Impact is usually positive Opinion change - others Mean score 6.9 6.3 6.3 6.2 6.2 5.4 70% 50% 30% 10% -10% -30% Positive – scores 8-10 Negative – scores 0-4 Q. To what extent did the conversation change the opinion of others towards each of these brands after the conversation? Base: Had a branded conversation about the category (allocated randomly to max. 3 only).
  • 22. Travel Destinations – inTV viewers more positive Tone of Voice & Impact - Others Mean score 7.6 7.3 6.7 5.9 80% Non 60% 40% Non 20% 0% -20% Tone of Voice Impact on Others Positive – scores 8-10 Negative – scores 0-4
  • 23. Conversations Conversation Mapping – Impact +++ Conversation impact – change in others opinion towards the brand Impact on Others --- --- Tone of Voice +++ Positive or negative ‘tone of voice’ towards the brand during the conversation Bubble size reflects the volume of category conversations (past 4 weeks).
  • 24. Conversations - Banks Conversation Mapping – inTV Viewers versus non-viewers +++ Conversation impact – change in others opinion towards the brand Impact on Others Non --- --- Tone of Voice +++ Positive or negative ‘tone of voice’ towards the brand during the conversation Bubble size reflects the volume of category conversations (past 4 weeks).
  • 25. Conversations - Airlines Conversation Mapping – inTV Viewers versus non-viewers +++ Conversation impact – change in others opinion towards the brand Impact on Others Non --- --- Tone of Voice +++ Positive or negative ‘tone of voice’ towards the brand during the conversation Bubble size reflects the volume of category conversations (past 4 weeks).
  • 26. Conversations – Smartphones/Tablets Conversation Mapping – inTV Viewers versus non-viewers +++ Conversation impact – change in others opinion towards the brand Impact on Others Non --- --- Tone of Voice +++ Positive or negative ‘tone of voice’ towards the brand during the conversation Bubble size reflects the volume of category conversations (past 4 weeks).
  • 27. Conversations - Motors Conversation Mapping – inTV Viewers versus non-viewers +++ BASHING Conversation impact – change in others opinion towards the brand Impact on Others Non --- --- Tone of Voice +++ Positive or negative ‘tone of voice’ towards the brand during the conversation Bubble size reflects the volume of category conversations (past 4 weeks).
  • 28. Conversations – Travel Destinations Conversation Mapping – inTV Viewers versus non-viewers +++ BASHING Conversation impact – change in others opinion towards the brand Impact on Others Non --- --- Tone of Voice +++ Positive or negative ‘tone of voice’ towards the brand during the conversation Bubble size reflects the volume of category conversations (past 4 weeks).
  • 29. Conversations - Watches Conversation Mapping – inTV Viewers versus non-viewers +++ BASHING Conversation impact – change in others opinion towards the brand Impact on Others Non --- --- Tone of Voice +++ Positive or negative ‘tone of voice’ towards the brand during the conversation Bubble size reflects the volume of category conversations (past 4 weeks).
  • 30. Conversations – All categories Conversation Mapping – inTV Viewers versus non-viewers +++ BASHING Conversation impact – change in others opinion towards the brand Impact on Others --- --- Tone of Voice +++ Positive or negative ‘tone of voice’ towards the brand during the conversation Bubble size reflects the volume of category conversations (past 4 weeks).
  • 31. Dimension 3: Impact If any, what was the impact of a conversation about a brand or topic?
  • 32. Classic Purchase Funnel Awareness Opinion Consideration Preference Purchase
  • 33. Impact & Influence - Others Purchase Funnels – Watches inTV viewer Non-Viewer Index Taught them new things about a certain product/brand 175 Triggered them to look up 159 information on product/brands Triggered them to share 117 information on product/brands Reassured them that they had 119 chosen the right product/brand Made them consider a certain 124 brand Convinced them to choose a 167 certain brand Made them buy or try a certain 175 brand Q. Which of the following statements best describes the outcome of this conversation for the other people involved? Please select all that apply for each of the brands shown below. Base: Had a branded conversation about the category (allocated randomly to max. 3 only).
  • 34. Impact & Influence - Others Purchase Funnels – Cars/Motors inTV viewer Non-Viewer Index Taught them new things about a certain product/brand 145 Triggered them to look up 119 information on product/brands Triggered them to share 132 information on product/brands Reassured them that they had 147 chosen the right product/brand Made them consider a certain 117 brand Convinced them to choose a 200 certain brand Made them buy or try a certain 267 brand Q. Which of the following statements best describes the outcome of this conversation for the other people involved? Please select all that apply for each of the brands shown below. Base: Had a branded conversation about the category (allocated randomly to max. 3 only).
  • 35. Dimension 4: Influence Are inTV viewers more influential transmitters than non viewers
  • 36. The Pillars of Influence – Motors Example (also known as connectors, mavens, sales people) Connectors Mavens Sales People 100% convince 90% 80% 70% 60% “I’m an “I talk to lots expert in this “I provide “I can 50% of people” area” lots of convince information” others a lot” 40% 30% 20% 10% 0% Motors Example
  • 37. And the CHAMPIONS? CHAMPIONS • We talk to lots of people AND • We provide lots of information/are an expert AND • We convince others a lot
  • 38. Champions by category - total 8.3% 7.0% 4.2% 3.4% 2.6% 1.4% Champions
  • 39. Impact & Influence - Others Purchase Funnels – category totals All respondents Champions Taught them new things about a certain product/brand 53% Triggered them to look up 21% information on product/brands Triggered them to share 45% information on product/brands Reassured them that they had 24% chosen the right product/brand Made them consider a certain 37% brand Convinced them to choose a 18% certain brand Made them buy or try a certain 18% brand Q. Which of the following statements best describes the outcome of this conversation for the other people involved? Please select all that apply for each of the brands shown below. Base: Had a branded conversation about the category (allocated randomly to max. 3 only).
  • 40. Influential Transmitters - Champions inTV viewers v non viewers by category 12% 11% 10% 10% 8% 6% 6% 5% 5% 4% 4% 4% 3% 2% 2% 2% 1% 0.3% 0% inTV Non inTV
  • 41. The Multiplier Effect +33% +11% +36% monthly Positive Actions for change others Likelihood to Effect of Conversations change other conversations about peoples on purchase categories opinions funnel +56% +8% +149% Last Tone of conversation Champions Voice Connectors, The Brands Tone of voice Mavens, MULTIPLIER mentioned in towards Sales people EFFECT OF conversations brands and inTV CHAMPIONS transmitters