The document explores the concept of media engagement and how certain newspapers like the Guardian and Observer have highly engaged audiences that are valuable for advertisers. It examines definitions and measures of media engagement through desk research, expert interviews, a network audit, and a nationally representative survey. The research found that higher levels of media engagement, as demonstrated through connectivity within social networks and eagerness to consume and share information, can translate into higher advertising value.
4. Engagement
Evidence that
A definition and Proof that higher the Guardian and
quantitative media engagement = Observer are highly
measure of media higher advertising engaging and
engagement for engagement / deliver ‘engageable’
national newspapers effectiveness audiences for
advertisers
6. • A framework for
identifying influencers
• Establishing GNM role
in the process
• Adding to industry
understanding
8. Consumers rely on others opinions
Header
Text
“Individuals are in a state of information
anxiety so they turn to their friends and
say ‘tell me what I should do’”
Steve Barton, Head of WOM UK
Source:
9. How we’ve proved this
Nationall
y rep
telephon resentative
e survey
arch
D esk rese
Network audit
Expert in
terviews
12. Influential people are connected to
both people and information
Influential people:
• Greater access to new information
• More receptive to new information
• Greater ability to share information
• And in a more persuasive manner
13. Theme exploration
Expert interviews
Steve Ba
d rton
eenwoo Presiden
Je ssica Gr ontagious t, WOMU
K
itor, C
De puty ed
isholm,
Fraser Ch Royal Mail
edia Pro positions,
Head of M r, Wildfire
er, Directo
Ivan Palm earch fell
ow
an saray, Res
Ayodele M
Digita Anna Raff
l
PearsoMarketin erty
n / Pe g Direc
nguin t
Grouor,
p
14. Influential people
• The importance of Weak Ties in the flow of information WEAK TIES
• The ability to contextualise and make ideas relevant BRIDGING CAPITAL
• The willingness to modify ones’ opinions STATUS BARGAIN
16. ‘Strong Ties help us get by,
Weak Ties help us to get on’
Ayodele Mansaray,
Strong and Weak Ties Social Researcher
Social
glue Social
oil
Weak Ties
Strong Ties Colleague, friend of a friend, extended family,
Close friends and family person met through hobby, activity or online
17. Weak Ties
The foundation of word of mouth
‘Diversity can give amplification.’
Ayodele Mansaray, Social Researcher
‘… if you target Weak Ties you get
the power of amplification.’
Ivan Palmer, Wildfire
18. Influential people
• The importance of Weak Ties in the flow of information WEAK TIES
• The ability to contextualise and make ideas relevant BRIDGING CAPITAL
• The willingness to modify ones’ opinions STATUS BARGAIN
19. Influencers possess Bridging Capital
‘They help you see why it’s
important that you watch this
movie, or buy that type of health
insurance…’
• Contextualise
Steve Barton, WOM UK
• Package
• Make relevant
‘We partnered with Mercury Music for a
Penguin Classics campaign because it seems
like a beautiful arrangement. So you get
Razorlight selecting The Great Gatsby as their
favourite read.’
Anna Rafferty, Pearson / Penguin Group
20. Bridging Capital
Social Capital + Cultural Capital
• Size and diversity of
Social network
Capital • Ability to spread
messages
Bridging
Capital
Cultural • Accumulated knowledge
Capital • Ability to influence others
21. Influential people
• The importance of Weak Ties in the flow of information WEAK TIES
• The ability to contextualise and make ideas relevant BRIDGING CAPITAL
• The willingness to modify ones’ opinions STATUS BARGAIN
22. Status Bargain
A willingness to modify opinion is key
Status Bargain
A modification of opinion on the ‘It’s the person who is able to assimilate
basis that it will be improved and more information and see how different
the individual will benefit from points of view can fit together.’
the increased understanding. Ivan Palmer, Wildfire
‘If a person is able to take on a new
recommendation, that’s the person you feel
has actually thought about what they are
saying, rather than someone who says, ‘I
only like books by Dan Brown.’
Anna Rafferty, Pearson / Penguin Group
23. The core of influence
Weak Ties
Status Bridging
Bargain Capital
24. Identifying influencers
Ahead in Adoption Not the classic early adopters but ahead
of the mainstream
Connected The range and frequency of contact is important
Traveller Getting out there, accumulating
knowledge and experience
Information Hungry Constantly seeking out and
exchanging information
Vocal Keen to discuss thoughts and
exchange experiences
Exposed to Media Voracious consumers of mass media
25. Identifying influencers ‘All of these are strong indicators’
Ivan Palmer, Wildfire
Ahead in Adoption Not the classic early adopters but ahead
of the mainstream
Connected The range and frequency of contact is important
Traveller Getting out there, accumulating
knowledge and experience
Information Hungry Constantly seeking out and
exchanging information
Vocal Keen to discuss thoughts and
exchange experiences
Exposed to Media Voracious consumers of mass media
31. Testing ACTIVE
A measure of influence
A
CONTACT
SELF 3
GNM
A 4 Non-GNM
2
C 3 4
T 2 4
I 4 3
V 5 2
E 3
32. Quantification of concepts
Nationally representative survey
• BMRB • Composition of personal network
• TGI re contact • Frequency and method of contact
• 1,359 20 minute telephone interviews • The sharing of information and
• 1,159 nationally representative experiences
• 200 GNM boost – weighted back to • Sources of advice and support
main sample
• Levels of digital interaction
• Fused to TGI
33. The core of influence
Weak Ties
Status Bridging
Bargain Capital
34. Weak Ties are vital
They enhance the transfer of information
35. Weak Ties are vital
They enhance the transfer of information
Darryl Perry
35, film producer, London
GNM consumer
• Music and film
• Important to pass on
recommendations and advice
• Lots of Weak Ties
• A cosmopolitan social network
• People he doesn’t know so well
provide new and useful ideas
Weak Ties; ACTIVE (Connected; Traveller)
36. Weak Ties are vital
They enhance the transfer of information
‘My friend Bjorn and I are
pretty well connected through
Darryl Perry
the work we do with
35, film producer, London
magazines, and organisations
GNM consumer
like the ICA.’
• Music and film
• Important to pass on
‘Darryl is a bit of tastemaker,
recommendations and advice
he’s always coming up with
• Lots of Weak Ties things you haven’t heard of,
• A cosmopolitan social network and generally, he’s pretty spot
on. I’d usually trust him when
• People he doesn’t know so well
it comes to a tip on a film to
provide new and useful ideas watch or CD to buy.’
Weak Ties; ACTIVE (Connected; Traveller)
37. Weak Ties are vital
They enhance the transfer of information
Amy Thomas
21, student, Newcastle
GNM consumer
• Highlighted by many,
particularly Weak Ties, as a
reliable source of information
• Vague contacts agreed she was
experienced and trustworthy
Weak Ties; ACTIVE (Connected; Information Hungry)
38. Weak Ties are vital
They enhance the transfer of information
‘People trust me because they know
I’m always trying to find out about
stuff. I’ve got two young kids, and I
found that when I became a mum I
started needing to do more research
Amy Thomas into things.’
21, student, Newcastle
GNM consumer
‘Amy is well worth listening to.
• Highlighted by many,
If you hear about something
particularly Weak Ties, as a
that she thinks is good it’s
reliable source of information
probably worth your while to
• Vague contacts agreed she was give it a try. She’s very smart
experienced and trustworthy when it comes to a bargain.’
Weak Ties; ACTIVE (Connected; Information Hungry)
39. Weak Ties are vital
They enhance the transfer of information
Becky Chapman
29, charity worker, Brighton
GNM consumer
• Influential within her network
• Fashion, shopping, music
and travel
Weak Ties; ACTIVE (Connected; Traveller; Vocal)
40. Weak Ties are vital
They enhance the transfer of information
Text
‘I’m going to Ethiopia with Becky Chapman
work in a couple of weeks, so 29, charity worker, Brighton
I’ve been reading up on that. GNM consumer
It’s a really interesting place,
and I’ve been speaking to a • Influential within her network
few of my friends about it.’ • Fashion, shopping, music
and travel
Weak Ties; ACTIVE (Connected; Traveller; Vocal)
‘I need to get some new
clothes and I’ll take Becky ‘It’s important to me that I show
shopping with me instead Becky something I’ve bought,
of my girlfriend. It’s easier, even after the purchase, as I like
quicker, she knows which shops to get her approval.’
to go into and what suits me.’
41. ACTIVE
A key indicator of Weak Ties
Ahead in Adoption
Index 160 3+ (6) Weak Ties monthly
140 <3 (6) Weak Ties monthly
120
100
Exposed to Media Connected
80
60
40
20
Vocal Traveller
Index 100 = average adult Information Hungry
42. ACTIVE
A key indicator of Weak Ties
Ahead in Adoption
Index 160 3+ (6) Weak Ties monthly
140 <3 (6) Weak Ties monthly
120 GNM
100
Exposed to Media Connected
80
60
40
20
Vocal Traveller
Index 100 = average adult Information Hungry
43. GNM readers have more Weak Ties
Key for spreading word of mouth
Average no. of Weak Tie groups (of 6) Above average range of Weak Ties - Index
3+ (6) Weak Tie groups monthly
in contact with monthly
GNM GNM
120
Qual news exc. GNM Qual news exc. GNM
Non GNM Non GNM
Average
3.2
2.9 2.9 2.9
102
96
Index = average adult
44. Strong Ties help us get by
Weak Ties help us to get on
Strong vs Weak Ties - which help most? Strong Ties
96%
Weak Ties
86%
76%
70%
60%
56%
Emotional support Achieving goals Career advice
Question: In terms of getting on in life, which, if any, of these groups of people do you feel have helped the
most with …?
Strong ties = Immediate family, close friends
Weak ties = Extended family, other friends, colleagues, professionals in same field, people met through
hobbies/interests, people not met face to face, eg online
45. Face to face dominates
Method of contact by tie strength Strong Ties
92% 90%
88% 86% Weak Ties
57% 55%
49% 49%
35%
27% 26%
19%
Face to face Telephone Text (SMS) Email/instant Post / letter Social networks
messenger or blogs
Question: And which of the following best describes the type of contact you have with…?
46. The Internet facilitates Weak Ties
Method of contact by tie strength Strong Ties
92% 90%
88% 86% Weak Ties
57% 59%
55%
51%
49% 49%
35%
27% 26%
19%
Face to face Telephone Text (SMS) Email/instant Post / letter Social networks Internet AT ALL
messenger or blogs
Question: And which of the following best describes the type of contact you have with…?
47. We share more with Strong Ties
Weak Ties ensure cross-network sharing
Strong Ties
Weak Ties
Shared any experience past 6 months
93%
79%
Shared any experience 3+ times past 6 months
59%
40%
Question: Thinking about when you have experienced a good/bad service or product in the
last 6 months, how many times, if any, have you shared that experience with…?
48. We share more with Strong Ties
Weak Ties ensure cross-network sharing
Strong Ties
Weak Ties
Shared any experience past 6 months % Who have shared experiences
93%
Positive Negative
79%
93% 85%
Shared any experience 3+ times past 6 months
Average no. of group types (of 4)
59% shared experiences with
40%
Positive Negative
2.3 2.5
Question: Thinking about when you have experienced a good/bad service or product in the
last 6 months, how many times, if any, have you shared that experience with…?
49. Who influences purchase decisions?
Sources of advice for new product/service purchase Strong Ties
Strong Ties 77% Weak Ties
Weak Ties 51%
Question: Thinking about when you are considering purchasing a new product or service,
which of the following would you go to for advice?
50. Who influences purchase decisions?
Sources of advice for new product/service purchase Strong Ties
Strong Ties 77% Weak Ties
Weak Ties 51%
Someone you consider 78%
knowledgeable in that field
Close friends and family 77%
Internet at all 61%
Online review/rating sites 58%
Other internet sources 38%
Colleagues 34%
A wider group of contacts 22%
Extended friends and family 22%
Question: Thinking about when you are considering purchasing a new product or service,
which of the following would you go to for advice?
51. The core of influence
Weak Ties
Status Bridging
Bargain Capital
53. Influencers possess Bridging Capital
It facilitates information sharing
Bruce Haggerty
44, small business owner, Glasgow
GNM consumer
• Well-connected
• Knows a diverse range of people
• Wide media palette
• Adept at making obscure ideas
interesting to others
• Film and music
Bridging Capital; ACTIVE (Information Hungry;
Connected; Vocal; Exposed to Media)
54. Influencers possess Bridging Capital
It facilitates information sharing
‘I might not convince absolutely
everybody, but I do like to discuss
movies and music with people,
particularly new stuff that I’m
finding exciting. It’s good to be able Bruce Haggerty
to switch people on to new things.’ 44, small business owner, Glasgow
GNM consumer
• Well-connected
‘He’s a sharp guy, if you’re going
• Knows a diverse range of people
somewhere on holiday he’s probably been
there, or at least knows some essential fact • Wide media palette
about the place. I don’t see that much of • Adept at making obscure ideas
him, but it’s always interesting when I do.” interesting to others
• Film and music
Bridging Capital; ACTIVE (Information Hungry;
Connected; Vocal; Exposed to Media)
55. Influencers possess Bridging Capital
It facilitates information sharing
Maureen Pearson
55, social worker, London
GNM consumer
• Information hungry and
exposed to media
• Vocal, particularly on current affairs
• Open to new experiences,
especially travel
Bridging Capital; ACTIVE (Traveller; Information Hungry;
Vocal; Exposed to Media)
Source:
56. Influencers possess Bridging Capital
It facilitates information sharing
‘Dave and I often cut out articles
we’ve found in the Guardian for each
other and leave them in the office
for everyone else to see. People
come up to me to find out what I
think about the articles.’
Maureen Pearson
55, social worker, London ‘She’s always got something
GNM consumer interesting to say about the
• Information hungry and news or what’s going on in the
exposed to media world. My friend told me she’s
• Vocal, particularly on current affairs also got lots of new ideas when
it comes to places to visit that
• Open to new experiences,
are out of the ordinary.’
especially travel
Bridging Capital; ACTIVE (Traveller; Information Hungry;
Vocal; Exposed to Media)
Source:
57. Influencers possess Bridging Capital
It facilitates information sharing
Walter Connors
23, management trainee, Leeds
GNM consumer
• Referenced by other influencers as
a source of great recommendations
• Increases the influence of others
Bridging Capital; ACTIVE (Ahead in Adoption;
Information Hungry)
58. Influencers possess Bridging Capital
It facilitates information sharing
‘I’m really interested in music
and movies… and art too. I know
a lot of people who do that kind
Walter Connors of stuff for a living so I tend to
23, management trainee, Leeds be the one amongst my friends
GNM consumer who says ‘hey, let’s check this
or that out’.’
• Referenced by other influencers as
a source of great recommendations
• Increases the influence of others ‘Walter’s always off to see some
Bridging Capital; ACTIVE (Ahead in Adoption; new band or watch some new
Information Hungry)
film. I’ve gone along with him
a few times when it’s sounded
like it might be good and he’s
generally right.’
59. Influencers possess Bridging Capital
It facilitates information sharing
John McClure
55, lecturer, Leeds
GNM consumer
• Music, science and technology
• Uses the Guardian to find new ‘nuggets’
• Researches ‘nuggets’ online
• A social hub; maintains links between
all school friends
Bridging Capital; ACTIVE (Ahead in Adoption; Connected;
Information Hungry; Vocal)
60. Influencers possess Bridging Capital
It facilitates information sharing
Text
‘I suppose I am the focal point of information, ‘John is
particularly when it comes to music and extremely
technology. They come to me for advice on reliable on
technology, because they know I do my research!’ technology. I’d
make a beeline
to his door if
John McClure I was thinking
55, lecturer, Leeds about buying
GNM consumer a new digital
• Music, science and technology camera, hi-fi or
• Uses the Guardian to find new ‘nuggets’ what have you.’
• Researches ‘nuggets’ online
• A social hub; maintains links between
all school friends
Bridging Capital; ACTIVE (Ahead in Adoption; Connected;
Information Hungry; Vocal)
62. GNM outperforms on ACTIVE
Possess qualities indicative of influence
Ahead in Adoption Average
145 Index GNM
Qual news exc GNM
130
Non GNM
Exposed to Media 115 Connected
100
85
Vocal Traveller
Information Hungry
Index 100 = average adult
63. More likely to possess Bridging Capital
The ability to contextualise is vital
Bridging Capital - Index GNM
Qual news exc GNM
134 Non GNM
129
115 115
114
106
97
93 94
Bridging Capital Social Capital Cultural Capital
Index 100 = average adult
64. The core of influence
Weak Ties
Status Bridging
Bargain Capital
66. Status Bargain
The basis of credibility
Jamie Biggs
25, trainee solicitor, Manchester
GNM consumer
• Shares ideas
• Feels it’s just as important to take
information onboard
• Driven by personal reputation
• Willing to incorporate others
opinions into his own
Status Bargain
67. Status Bargain
The basis of credibility
Text
‘It is important that my
colleagues respect me for
my mind so I’ve made an
effort to raise interesting Jamie Biggs
topics of conversation.’ 25, trainee solicitor, Manchester
GNM consumer
• Shares ideas
• Feels it’s just as important to take
‘He’s good to talk to, and
information onboard
he’s a good listener. It
always feels like a fairly • Driven by personal reputation
mutual exchange.’ • Willing to incorporate others
opinions into his own
Status Bargain
68. Status Bargain
The basis of credibility
Mark Claydon
26, IT manager, Birmingham
GNM consumer
• Keen to develop his
understanding by taking
on new ideas from other
people and sources
• A broad social circle
Status Bargain; Weak Ties
69. Status Bargain
The basis of credibility
‘If I’m deciding which Mark Claydon
film to go and see (and 26, IT manager, Birmingham
probably even if I wasn’t) GNM consumer
I would check out the
• Keen to develop his
Guardian online. Even if I
understanding by taking
disagree with what they’re
on new ideas from other
saying it’s nice to have a
people and sources
different point of view.’
• A broad social circle
Status Bargain; Weak Ties
‘He’s going out with a medical student, so he knows
lots of doctors, and consequently so do I. He also
knows people from film, theatre and photography. I
suppose if we all worked in the same area then less
different information would arise.’
70. A greater propensity to Status Bargain
Able to make more informed recommendations
Status Bargain - Index GNM
Qual news exc GNM
Non GNM
136
108
93
Index 100 = average adult
Agree – ‘I like to read and hear about ideas that I disagree with’; Disagree – ‘I try to avoid getting into debates with
others’; Disagree - ‘I am less likely to change my mind about things than other people’
71. Status Bargain vs ACTIVE
Ahead in adoption Status Bargain
115 Index Do not Status Bargain
110
105
Exposed to media 100
Connected
95
90
85
Vocal Traveller
Information
Index 100 = average adult hungry
72. Status Bargain = Greater influence
Opinions valued more by others
63% listen to those who listen
to opinions of others
‘I trust people more if I know that they ‘Yes she is vocal, but she doesn’t just talk
listen to what other people think, because – she listens to what other people have
they are more discerning. to say. You always know that she’s really
thought about it’
As opposed to following something Non-GNM consumer on GNM consumer
because they think it’s cool and having a
preconceived idea, they’re more likely to
have integrity.’
GNM consumer
73. The core of influence
Weak Ties
Status Bridging
Bargain Capital
75. Guardian News & Media
Driving and facilitating word of mouth
‘I’d be willing to bet that they ‘I think the role of the Guardian in
[Guardian readers] probably dig a bit pushing word of mouth is probably
deeper for information, that they’re quite important… it’s readers come
more connected than the average from more diverse backgrounds and
person. They’re probably greater they have more diverse networks –
influencers.’ it’s not about sheer numbers.’
Steve Barton, WOM UK Jessica Greenwood, Contagious
‘I really like the Guardian. ‘The Guardian is all about being able to listen,
Even if I don’t specifically agree to digest, take on another point of view and
with what they’re saying it’s to change your side if you wish to, because
important to have your thinking actually there is no shame in changing your
challenged, and it feels like what mind. Things like Comment is Free really
they’re [the Guardian] about.’ encourage this kind of consideration.’
GNM consumer Anna Rafferty, Penguin / Pearson Group
76. Identifying influential people
Influential people Who are they?
What are they like?
How to reach them
All other TGI
information
Who communicate
with and how?
How connected and
Your target audience influential?