Influentials Marketing – The Next Battleground

BSI Influentials Marketing – The Next Battleground

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GfK Group Wragg and Berry Harnessing the Grapevine ESOMAR 2005

InfluentialsSM Marketing
the next battleground

Dr. Tim Wragg
Global Director
Customer Management Center of Excellence
GfK NOP

GfK Group GfK NOP Influentials Marketing WOMMA 2005

Key Points

2

The new marketing challenge is getting into the conversation
set, not just the consideration set

The WOM channel is of global relevance and Social, Category,
and Brand Influentials are three important points of entry

Successful enterprises take a more integrated approach to
WOM marketing

© 2005 GfK NOP. All rights reserved.

GfK Group Wragg and Berry Harnessing the Grapevine ESOMAR 2005


Word-of-Mouth Is Increasingly Important

4

1½ Word-of-mouth is valued 1½ times more
today by consumers than in the 1970s

2 Word-of-mouth is valued twice as much by
consumers as traditional media

2 Certain people are twice as likely to recommend – and be
sought out for advice – as the total public



Positive Word-of-Mouth Can Create Explosive
Sales Growth
6



7

What do customers talk about?



Some Observations

8

People talk about and have different levels of interest in
different categories

Being in the consideration set doesn’t put you in the
conversation set

Brand advocates have a mindset that disposes them to
“persuade” and “convert”



We have Identified Three Basic Points of Entry to
Harnessing the Grapevine
9

Regularly say things
about a brand

Knowledgeable and
trusted in category

Actively engaged in
community, society



These Behaviours Define Social Influentials - Britons

10
% of Influentials saying they have done in past 12 months
% of Influentials saying they have done in past 12 months Point Difference
Total Public

Made a complaint 85 +37
Made a speech 78 +51
Attended public meeting 78 +48
Asked a question - public meeting 61 +48
Led on a committee 57 +43
Organized a special social event 51 +37
Lobbied politician/government
official 49 +38
Engaged media 49 +36
Active member of lobby group 45 +35
Major donator 35 +25
Attended business event 34 +25
Attended political rally 25 +18


Defining Social Influentials:
How high to set the bar?
11



Social Influentials are at the Centre of Conversation -
Americans
12
% Influentials saying they are asked opinion Point Difference
Total Public

Restaurants 65 +26
Health Issues 60 +23
Vacations 52 +26
Cooking 50 +9
Home ideas 49 +23
Children 47 +18
Govt, politics 45 +29
Music 42 +16
Car problems 36 +14
Career choices 33 +17
Web sites 32 +19

© 2005 GfK NOP. All rights reserved. Source: Roper Reports U.S. 2003-3 in-person survey


Social Influentials are a Global Phenomenon

13
% who recommended or gave advice in past year

38 37 37
33 33 32 Total
31
29 28 Influentials
27 27
24
22 21 21 21 21
18 19 18
16 17 16 15
13 12 13
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© 2005 GfK NOP. All rights reserved. Source: Roper Reports Worldwide 2004 (Base: 13-65)
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Category Influentials are More Engaged in Specific
Categories
14

Total Social
Automotive INFLUENTIALSSM Segment Public INFLUENTIALSSM*
Automotive
INFLUENTIALSSM*

Make a special effort to keep
up on latest automotive news 43% 38% 87%

Made a car recommendation in 43% 55% 87%
past year
Made 5 or more car 23% 51% 68%
recommendations in past year

Total Investment
Investment INFLUENTIALSSM Segment Public
Social
INFLUENTIALSSM* INFLUENTIALSSM*

Make a special effort to keep up
on latest investment news 36% 44% 89%

Made an investment
recommendation in past year 25% 39% 91%

Made 5 or more investment 10% 20% 66%
recommendations in past year

© 2005 GfK NOP. All rights reserved. Source: Survey of 1,006 Americans, June 10-12, 2005


Brand Advocacy is a Global Phenomenon
15

80% of customers frequently tell
others how good at least 1 brand is
(of 48 surveyed brands)

Ranges from North America 69% to
Developing Asia 90%

© 2005 GfK NOP. All rights reserved. Source: Roper Reports Worldwide 2005 (Base: 13-65)


There are Wide Variations in Levels of Brand Advocacy

16
% who recommended or gave advice in past year

59%
Global Average
51% 50%
46%
42%
38%

30% 29% 29%
27%
25% 24%
23%
20%
16% 16%
11%

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Source: Based on c220,000 brand ratings drawn
© 2005 GfK NOP. All rights reserved. from Roper Reports Worldwide, 2004


Influentials Marketing: engaging
Influentials across the entire marketing cycle
17



Market Opportunity for the Ford Escape Hybrid

18
Social Influentials are Green, with money, and
interested in hybrid cars

Detroit News, May 18, 2004:
“Influentials” become a key target for Ford’s
campaign to launch Escape hybrid SUV

“Well-educated and not easily swayed, Ford
hopes they will become ambassadors for the brand.”
Bill Feuell, Ford SUV group marketing manager



Positioning for Influentials
19

“Green” only a complement to hybrids’ appeal

Influentials are passionate about environment
Influentials are passionate about environment
…but environmentalism is not a top-tier value
…but environmentalism is not a top-tier value
More likely than avg. to stress environment in car
More likely than avg. to stress environment in car
But practical considerations far more important
But practical considerations far more important
Implications for brand positioning:
Implications for brand positioning:
Stress economy, reliability, power, safety
Stress economy, reliability, power, safety
Stress values: exploring, integrity, people
Stress values: exploring, integrity, people
And then bring in green
And then bring in green



Promotion

20

Appreciable weight in print advertising
(from WSJ to Mother Jones) and the
Web as both rich in Influentials (e.g. 576
miles-on-one-tank test in Manhattan with
1 tank, 1 city,
Kevin Bacon, other celebrities) 576 miles



21

“We tell people, ‘You can read all about it, but you really
have to experience the hybrid for yourself.’ ”
-Sheri Shapiro, marketing manager
Ford Escape Hybrid


Customer Management

22

“We told dealers to
make sure they’re up
to speed, because
some consumers may
know more about the
product than the
salespeople.’ ”

-Sheri Shapiro,
marketing manager
Ford Escape Hybrid
Fast Company,
Oct. 2004



Early results

23
60,000 have
registered for
more information
on the Escape
Hybrid

70% of these
“hand-raisers”
don’t own a
Ford, the highest
mark for any
Ford vehicle
Fast Company,
© 2005 GfK NOP. All rights reserved. Oct. 2004

Influentials Marketing – The Next Battleground

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