InSites Word of Mouth

A new approach for measuring BUZZ

Steven Van Belleghem
Director Communication research @ InSites

BigMouth strikes again
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© InSites Consulting 2007

Consumer 2.0

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Let’s forget the basic thinking about online vs. offline

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Buzz: why?

The new consumer – the ‘Consumer 2.0’ – is:
very well informed
strongly connected with peers (and millions of surfers in general)
and has the ability to unify with them.
He tells what he thinks
and has the right tools to show this empowerment to the whole world
He has the scepticism to question everything
and the intelligence to see through the facade of marketing actions.
But that is not all!
He also seems to be very demanding – “been there, done that” –
and time pressed too
it is very hard to surprise him and attract his attention.
But, the good thing is that he is always accessible and open for the right
(personalized) offer or content, at the right moment.
But you have to offer him something really good,
because he is loyalless
and vengeful. If you led him down once, he will turn you his back and spread
the word about it (Jaffe, 2005).

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Word of mouse brands

Empowered
customer

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Word of mouse brands

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100% Brand awareness

0 € investment

Does it exist?

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Advertising 2.0

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…then Internet arrived…
..then advertising came…
Before advertising…

And we did not change
Power of TV and mass media!
Word of mouth rules! anything!
Magic formula for sales
…at horse speed… Besides copy/paste
was found.
the magic formula

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It has become more difficult for advertisers to break
through the clutter and to reach there target group
in an effective way!

Number of times a TV spot has to be aired to
reach 80% of the American population

3x 150x
2007
1987

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was found.
the magic formula

Is there a match here?

No!

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Is there a match?

And we did not change YES!
anything!
But we have to say
Besides copy/paste goodbye to our
the magic formula magic formula

And create a new one!
No!

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UNCONTROLED ENLARGEMENT
(MEDIA EXPOSURE /
WORD OF MOUTH)

Bringing ADVERTISING in WOM
structure
ENLARGEMENT ENLARGEMENT

CONTROLED ENLARGEMENT
Direct
(CONVENTIONAL MEDIA)
exposure

Indirect exposure

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Actions at the core of the model

8% has made his own movie

CREATING
1 on 10 posts online movie clip on
specialized websites
1 in 5 sends comments about
brands via e-mail
SPREADING

1 in 3 reads comments on blogs

40% watches online movie clip
RECEIVING received via e-mail

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Actions at the core of the model

CREATING

SPREADING

RECEIVING

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59% 53% 52% 42% 37%

34% 29% 24% 22% 21%

18% 15% 15% 14% 13%
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Online movies
communication
Online textual

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Conceptual framework
Buzz activation towards...
The impact of buzz actions on buying behaviour is significantly influenced by a number of contingencies
Actions are driven
BUYING Inherent traits such as being chatty, brand
ACTIVATION advocacy, status seeking, ... can drive actions
Activation efforts such as virals, guerilla, WOM-
marketing but also 30-second spots can drive
actions
PARTICIPANTS CONVER-
Participant characteristics
SATIONS
BUZZ
Similar actions from brand lovers,
haters, experts, light loyals, spammers, …
have a different impact
ACTIONS
Activation can occur in both target
groups and total populations, migrating
ACTIVATION in both directions

Conversation characteristics
DRIVERS
Polarity of the conversation: negative,
positive or both
Relevance of the conversation depending
on it’s topic: the campaign itself, the
(correct) brand/product or the (correct)
key message
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Awareness
35%

30%

25%
Sales Interest
20%

15%

10%

5%

0%

Buying Knowledge
intention

Information
search
Textual word of mouse Viral movies Word of mouth
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Initiator of the word of mouse action

Who communicates about brands via the internet?

They all do...
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An action based segmentation

Information input

SUPER
SOCIALS
18%
BUCKETS CREATORS
11% 8%

DIGGERS
29%

E-MAILERS
12%
SILENT
23%
Sharing receiving Sharing sending + Word of
Forum, blog,
Selective Selective creating mouse
None specialized
receiving sending Forum, blog, ACTIONS
website
e-mail e-mail e-mail

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Castle Waterbed

Time for some decision making

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Antecedents
Activation drivers: Content

Castle:
0% 10% 20% 30% 40% 50% 60% 70% 80%
6.6 (UK)
Haters (1-4)

Likeability score
10-point scale
Neutrals (5-7)
Waterbed:
Lovers (8-10)
6.9 (UK)
It catches my attention

I will remember this movie

I would like to see it again

It holds an important message

It gives me relevant information

It's believable

It's very funny

It's rude or shocking

It's warm

It's erotic

It's irritating

It's appropriate for the Goodyear brand

Portrays what really good tires should be

Castle (Run on flat) Waterbed (Run on flat) % (Fully) agree

N target = 807 (UK) 823 (GER)
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Actions
Buzz activation

Castle 16 34 36 target
BUZZ
Waterbed 16 34 30 GY lovers
ACTIVATION
GY haters
SCORE

10%
I would make a parody of this movie or a similar movie
10%

13%
I would write something about this movie clip on a blog, forum, …
17%

15%
I would place this movie on websites that are specialized in online video
17%

40%
I would forward it to others
35%

56%
I would talk about it with others
45%

63%
Others will talk about this movie clip
52%

% (Fully) agree
Castle (Run on flat) Waterbed (Run on flat)

N target = 807 (UK) 823 (GER)
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Contingincies
Topic characteristics: relevance of talk
filter: talking

12%
The website shown in the movie clip
12%

relevance depends on
relevance depends on
correct attribution
correct attribution
19%
The Goodyear brand
35%

30%
The product that is advertised in the movie clip
32%

96%
The movie clip itself
92%

N target = 374 (UK) 391 (GER) % Yes

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Purchase activation
Brand activation

castle waterbed
Awareness 6% 4%
knowledge

New knowledge 50% 49%

Information seeking 32% 33%

Attitudinal change 37% 34%
attitudes

Overall feeling 36% 39%

Differentiation 39% 35%

Trial 43% 48%
consider

Consideration set 62% 64%

Next occasion 21% 15%
purchase

Unforced renewal 8% 5% % (Fully) agree

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It all started Magic formula for sales
was found.
the magic formula

with this… Is there a match here?

No!

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Power of TV and mass media! And word of mouth rules
Word of mouth rules!
again!
…at horse speed…
was found. But know at rocket speed!

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Power of TV and mass media! And word of mouth rules
Word of mouth rules!
again!
…at horse speed…
was found. But now at rocket speed!


YES!

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Ingredients of the new formula:

1. It’s not about awareness, it’s about ‘customer activation’

2. Don’t tell them, ASK them

3. Pre-testing has never been more important

4. New era of organization: international & flexible

5. Take advantage of opportunities and face it: your customer is in control

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Questions? Remarks?
Research and consulting needs?

Steven@InSites.eu
www.InSites.eu
www.escape-reports.com

Thank you!

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InSites Word of Mouth

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