InSites Word of Mouth

A new approach for measuring BUZZ

1© InSites Consulting 2007

BigMouth strikes again

Steven Van Belleghem

Director Communication research @ InSites

Consumer 2.0

© InSites Consulting 20072


Consumer 2.0



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



� 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!

Buzz: why?



� 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).

Word of mouse brands

Empowered

customer



Word of mouse brands



100% Brand awareness

0 € investment

Does it exist?



Advertising 2.0



Advertising 2.0

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

Word of mouth rules!

…at horse speed…

Power of TV and mass media!

Magic formula for saleswas found.

And we did not changeanything!

Besides copy/pastethe magic formula





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

It has become more difficult for advertisers to break through the clutter and to reach there target group

in an effective way!



reach 80% of the American population

3x 150x20071987










Is there a match here?

No!

Is there a match?…then Internet arrived…



YES!

But we have to saygoodbye to ourmagic formula




No! And create a new one!



ADVERTISING ENLARGEMENT ENLARGEMENT

UNCONTROLED ENLARGEMENT

(MEDIA EXPOSURE /

WORD OF MOUTH)

Bringing structure in WOM



ADVERTISING ENLARGEMENT ENLARGEMENT

CONTROLED ENLARGEMENT

(CONVENTIONAL MEDIA)Direct

exposure

Indirect exposure

Bringing structure in WOM

Actions at the core of the model

1 on 10 posts online movie clip on

specialized websites

8% has made his own movie

CREATING



40% watches online movie clip

received via e-mail

1 in 3 reads comments on blogs

1 in 5 sends comments about

brands via e-mail

specialized websites

SPREADING

RECEIVING

Actions at the core of the model

CREATING



SPREADING

RECEIVING

59% 53% 52% 42% 37%



34% 29% 24% 22% 21%

18% 15% 15% 14% 13%

On

lin

em

ov

ies



On

lin

eO

nli

ne

tex

tua

l

com

mu

nic

ati

on

� Actions are driven

� Inherent traits such as being chatty, brand

advocacy, status seeking, ... can drive actions

� Activation efforts such as virals, guerilla, WOM-marketing but also 30-second spots can drive actions

� Participant characteristics

� Similar actions from brand lovers, haters, experts, light loyals, spammers, … have a different impact

CONVER-

SATIONS

PARTICIPANTS

BUZZ

BUYING

ACTIVATION

The impact of buzz actions on buying behaviour is significantly influenced by a number of contingencies

Conceptual frameworkBuzz activation towards...



have a different impact

� Activation can occur in both target groups and total populations, migrating in both directions

� Conversation characteristics

� 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

ACTIONS

DRIVERS

ACTIVATION

0%

5%

10%

15%

20%

25%

30%

35%

Awareness

InterestSales



Knowledge

Information search

Buying intention

Textual word of mouse Viral movies Word of mouth

Initiator of the word of mouse action

Who communicates about brands via the internet?



They all do...

An action based segmentation

BUCKETS

11%

DIGGERS

29%

SUPER

SOCIALS

18%CREATORS

8%

Info

rma

tio

n in

pu

t



SILENT

23%

29%

E-MAILERS

12%

Word of

mouse

ACTIONS

Sharing sending +

creating

Forum, blog,

e-mail

Selective

sending

e-mail

Sharing receiving

Forum, blog,

specialized

website

Selective

receiving

e-mail

None

Castle Waterbed

Time for some decision making



Time for some decision making

AntecedentsActivation drivers: Content

Lik

eability

score

10-p

oin

t scale

Castle:

6.6 (UK)

Waterbed:

6.9 (UK)

0% 10% 20% 30% 40% 50% 60% 70% 80%

Haters (1-4)

Neutrals (5-7)

Lovers (8-10)

It catches my attention

I will remember this movie

I would like to see it again

It holds an important message


BigMouth strikes againN target = 807 (UK) 823 (GER)

% (Fully) agreeCastle (Run on flat) Waterbed (Run on flat)

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

17%

10%

15%

13%

10%

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

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

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

ActionsBuzz activation

BUZZ

ACTIVATION

SCORE

Castle 16 34 36 target

Waterbed 16 34 30 GY lovers

GY haters



52%

45%

35%

17%

63%

56%

40%

Others will talk about this movie clip

I would talk about it with others

I would forward it to others

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

N target = 807 (UK) 823 (GER)

% (Fully) agreeCastle (Run on flat) Waterbed (Run on flat)

12%

19%

12%

The Goodyear brand

The website shown in the movie clip

ContinginciesTopic characteristics: relevance of talk

rele

va

nce

de

pe

nd

s on

corre

ct attrib

utio

n

filter: talking



92%

32%

35%

96%

30%

The movie clip itself

The product that is advertised in the movie clip

The Goodyear brand

rele

va

nce

de

pe

nd

s on

corre

ct attrib

utio

n

N target = 374 (UK) 391 (GER) % YesCastle (Run on flat) Waterbed (Run on flat)

6%

50%

32%

37%

Awareness

New knowledge

Information seeking

Attitudinal change

Purchase activationBrand activation

castle waterbed

kn

ow

led

ge 4%

49%

33%

34%

Castle (Run on flat) Waterbed (Run on flat)



36%

39%

43%

62%

21%

8%

Overall feeling

Differentiation

Trial

Consideration set

Next occasion

Unforced renewal

att

itu

de

sco

nsi

de

rp

urc

ha

se

% (Fully) agree

39%

35%

48%

64%

15%

5%







Besides copy/pastethe magic formulaIt all started

with this…




No!

with this…






And word of mouth rulesagain!

But know at rocket speed!








And word of mouth rulesagain!

But now at rocket speed!




YES!

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

Questions? Remarks?Research and consulting needs?

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Thank you!

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InSites Word of Mouth