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A new approach for measuring BUZZ:Evidence from the Market & Dove
Prof. Dr. Niels SchillewaertManaging Partner, InSites Consulting
InSites Consulting nv - Copyright 2007
Ad networks Quickly retrieve sales arguments about a
specific industry or brand before engaging sales Marketing input for product sheets, increased
visibility in the market, … Site-centric targeting
Agencies & advertisers Access the media planner tool to locate sites
that offer the best fit between audience and campaign
Find background statistics about sites
Publishers Use the profiling data to find the best match
between content and audience Obtain an insight in the satisfaction level of
their visitors Benchmark a site against comparable sites
Respondents Deliver feedback to publishers about their
website Gain the opportunity to win an incentive for
their participation Donate to charity projects such as Make-a-wish,
Unicef, Child Focus, …
eeScapeScape as a central tool as a central tool
InSites Consulting nv - Copyright 2007
eScape is a partnership offered by InSites Consulting
Partner obtains free metrics, online marketing insights and a targeting solution
In return InSites Consulting recruits new panel members for research projects
eScape is an all-in-one solution for conducting online research
Recruit respondents sample on-site Invite them to participate in an online survey Jump in and analyze results in real-time
Involve any country eScape can handle any number of countries Localized research is already available with specific
income currencies, relevant education brackets, … Access reporting on a corporate level, or limit access to
country level Analyze countries separately, group them in any
required way or benchmark them against each other
Involve any site Cover any type of site and obtain relevant data Limit reporting access to publisher or network level Analyze sites separately, group them in any required
way or benchmark them against each other
Involve any language eScape can handle any language and script Translations by native speakers supplied for free through
translation partner, and signed off by partner Analyze languages separately, group them in any
required way or benchmark them against each other
Free audience profiling & online researchFree audience profiling & online researchfor all countries & languagesfor all countries & languages
InSites Consulting nv - Copyright 2007
On-site sampling and recruitment of respondents
Representative sample base for commercial decisions
Data collection through an online survey Different elements relevant to the online
media landscape are gathered through an online questionnaire
Online reporting Real-time online reporting with different
access levels and a broad range of analysis & media planning options
ProcessProcess
Analyze results online and offlineAnalyze results online and offline
Online Online Reporting Tool with real-time analysis Access possible on country level or corporate level, publisher / agency / network level, … Wide range of analysis and reporting functions such as frequencies, crossings, media planner, benchmarks,
reports, etc. Buildup of complex selections with multiple sites, variables and periods Project settings & statistics allow close monitoring of response rates, adjustment of overlayer positioning,
retrieval of username / password information for reporting access, …
Offline Data available on demand for offline analysis Various formats possible such as SQL, CSV, SPSS, MS Excel, XML, MS Access, etc. Allows further and in-depth analysis at partner’s end Opportunity to develop proprietary backend tools that are tailored to meet partner’s need
PartnersPartnersFull AdLINK Europe network is running on eScape
Karina CurleyEuropean Research Manager for AdLINK
“InSites Consulting provides us with in-depth profiling information on nearly all sites of our European portfolio. Using InSites Consulting as a third party, we are able to provide more trustworthy and up-to-date information to the market and, as a result, can deliver
a better service to our site partners and advertisers. I am really impressed with InSites’ flexible attitude and the scope of services offered to us.”
Contact detailsContact detailsShahways RomaniShahways Romani
Business [email protected]+32 9 269 14 05
InSites ConsultingInSites ConsultingCoupure Links 59, B-9000 Ghent Belgium
t. +32 9 269 15 00 - f. +32 9 269 16 00
[email protected] - www.insites.eu
7
Conventional media in a traffic jamToo much clutter
Too many advertisers are using the same mass media (TV, radio, print, newpapers, billboards,…) to reach the same target group at the same moment!
10
Traditional view on measuring buzz
Click-through ratesForward rates
Views
Who? Why? What ? When? Impact?
15
Initiator of the word of mouse action
Who communicates about brands via the internet?
They all do...
16
Conceptual framework
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
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
CONVER-SATIONS
PARTICIPANTS
BUZZ
ACTIVATION
BUYING ACTIVATION
17
buzz
acti
vatio
n
buzz
acti
vatio
n
sharing spread
selective spread
sharing source
selective source
Actions at the core of the model
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
1 on 10 posts online movie clip on specialized websites
8% has made his own movie
18
Evolution of Beauty: Dove Case Study
Women are influenced by the “ideal women” images they see in media Dove wants to act as an agent of change to educate and inspire girls on a wider
definition of beauty.
19
Exposure: 23%Correct brand recall: 33%Effectiveness score: 8%
Exposure: 23%Correct brand recall: 33%Effectiveness score: 8%
Exposure: 24%Correct brand recall: 30%Effectiveness score: 7%
Exposure: 24%Correct brand recall: 30%Effectiveness score: 7%
Traditional post test elements
20
Likeability campaign
Overall likeability campaign:7.2
Overall likeability campaign:7.2
Overall likeability campaign:8.3
Overall likeability campaign:8.3
3% 3%6%
4%8%
6%
16% 16% 17%21%
0% 0%2% 0%
8%5%
12%
17%
24%
31%
1 2 3 4 5 6 7 8 9 10
21
CONVER-SATIONS
PARTICIPANTSBUZZ
ACTIVATION
BUYING ACTIVATION
... but haven’t we forgotten something? … direct & indirect exposure...
ENLARGEMENT
(ALTERNATIVE) ADVERTISING TECHNIQUES
ENLARGEMENT
UNCONTROLLED ENLARGEMENT (MEDIA EXPOSURE / WORD OF MOUTH)
CONTROLLED ENLARGEMENT (CONVENTIONAL
MEDIA)
Direct exposure
Indirect exposure
Himpe, 2006
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... direct & indirect exposure
N = 1.503Filter: none
64%24%
12%
74%
23% 2%
No exposure
Direct exposure
Only indirect exposure
23
Buzz activation towards...
CONVER-SATIONS
PARTICIPANTSBUZZ
ACTIVATION
BUYING ACTIVATION
9 on 10 conversations were about the campaign
message
24
CONVER-SATIONS
PARTICIPANTSBUZZ
ACTIVATION
BUYING ACTIVATION
Buzz activation towards...
Originality of the spot
Spot was beautiful made
Message of the film
Brand
25
Conceptual framework... buying activation
Knowledge
Buzz actions can activate brand or product awareness, trigger information seeking or lead directly to new knowledge
Attitudes
Buzz actions can activate an attitude change towards the brand or product and reinforce differentiation
Consideration
Buzz actions can activate a brand or product in the consideration set of consumers and even stimulate trial
Purchase
Buzz actions can activate a purchase intention for the next buying occasion or even an immediate purchase
Buzz actions will have an impact on different aspects of the buying cycle and not necessarily lead to immediate purchases
BUYINGACTIVATION
define objectives to determine successdefine objectives to determine success
26
CONVER-SATIONS
PARTICIPANTSBUZZ
ACTIVATION
BUYING ACTIVATION
...buying activation
st. = 0 ,33
= 0 ,20
0,5
0,7
0,9
1,1
1,3
1,5
Impact on buying activation
Brand Movie Message
st. = 0 ,52
st.
27
CONVER-SATIONS
PARTICIPANTSBUZZ
ACTIVATION
BUYING ACTIVATION
0,5
0,7
0,9
1,1
1,3
1,5
Impact of Brand Fit on buying activation
Secondary Primary Total sample
st. = 0 ,53
st. = 0 ,34
...buying activation
28
CONVER-SATIONS
PARTICIPANTSBUZZ
ACTIVATION
BUYING ACTIVATION
0,5
0,7
0,9
1,1
1,3
1,5
Impact of Movie Execution on buying activation
Secondary Primary Total sample
st. ,54
st. ,34
= 0
= 0
...buying activation
32
Practical implementations
Measure impact
Need to measure impact because dependent on product category
NOT people or communication vehicle
=amount of
counts
Positive attitude Sales
33
Practical implementations
Do you really want to leave BUZZ up
to consumers?
Track WOM behaviour about your brand ...
and pre-test your viral ads, than at least you have an idea of the impact
or potential risks …
... because everyone talks about a diversity of brands whenever they
feel like it …
... and trust what they hear from others and use it in their buying
decision!