‘OPPA Brand Buzz Survey’

Research - Results Summary

04/09/2012

Online Professional Publisher Association (OPPA)

• Belgian publishers share know-how about the evolution of digital

content and its influence on journalism.

• Common surveys relevant for publishers, advertisers, institutes, media agencies, …

• Defend the importance of online content and branding

Individuals and professionals behind content sites

Source : Internal data

Content sites are an audience success

Source : Metriweb – February 2012

Content sites are mobile leaders

Source : Internal data – February 2012

OPPA Brand Buzz Survey

• In 2011 OPPA did successful research about the correlation between trust in content sites and the professionalism and quality of editorial teams.

• With the OPPA Brand Buzz Survey we go a step further and investigate relationships between brand conversations & OPPA members’ media properties. With the OPPA Brand Buzz Survey we give an answer to 3 questions :

1. Do content sites generate conversations, and which factors

drive the conversation ?

2. What drives those conversations with Belgian visitors?

3. What do these powerful conversations mean for brands ?

Methodology

• Online interviews (CAWI)

• Duration: 15min

• 1 month field survey , from June

26 until July 26 2012

• Weighted against online Belgian

population, 15+ (CIM)

• Recruiting through bannering on

OPPA websites

• Research performed by Dialog

Solutions, in partnership with

OPPA Research Group

A few statistics…

• Completed interviews : 1981

• Analyzed conversations: 3816

• Total brand mentions: 10689

• Analyzed brand mentions: 6328

Do content sites generate conversations and which factors drive

the conversation?

9 out of 10 visitors talk about brands on a regular basis

In the last 7 days, have you had a conversation regarding consumption (holidays, banking,…) in which a specific brand was mentioned ?

10,4%

89,6%

No

Yes

Advertising and content drive conversations

Which source(s) lead(s) you or your interlocutor to have a conversation regarding « Category X » ? (Several possible answers)

n= 3816

1%

10%

11%

12%

15%

20%

23%

23%

25%

I don't know

No particular reason

The press, television or radio (except linked websites)

Content on the Internet (article,…)

A close acquaintance initiated it

An ad

A future purchase

An experience with this product/service

A past purchase

Content sites rank as 1st digital source of conversations

If it was an advertisment, through what medium/media was it presented (multiple answers possible) ?

n= 718

1%

1%

3%

4%

4%

4%

4%

5%

7%

12%

17%

19%

36%

Forums or blogs

Video website

Online classifieds site

Web portal

Social media

E-commerce

On the radio

Brand website

On a bilboard/street publicity

By email

Content Sites

On television

Magazine or newspaper

How do you communicate about brands ?

On which website(s) do you communicate online about brands ?

Content sites encourage conversation straightaway

n= 1981

9,5%

35%

43,5%

86,6%

Via instant messaging

On Internet websites

By email, text message,telephone

During an oralconversation

n= 693

8,2%

9,0%

23,4%

27,6%

29,4%

30,0%

40,2%

58%

Video websites

Classifieds websites

E-commerce

Brand websites

Web portals

Forums or blogs

Social media

Content sites

Sites where content is written by journalists create reasons for

consumers to talk about brands and create buzz

What drives these conversations with Belgian visitors ?

Content sites visitors’ interests span multiple categories

n= 1981

For which category/categories of products do you consider yourself to have a particular interest that is greater than average ? (Max. 3 answers) – TOP 5 only

22,5%

24,1%

34,5%

45,4%

48,1%

Supermarkets

Beauty products/shops

Fashion

Holidays

Food products

23,4%

23,9%

30,4%

36,8%

38,7%

Energy

Consumer technology

Internet / Telecom / TV

Holidays

Food products

Recommend brands very often or often Get called for recommendations almost always/often

Talk about new products/services before/after purchase Initiate or contribute to conversations about brands

Content sites attract opinion leaders

n= 1981 Note: OPPA regular users go to OPPA sites multiple times per week, light users less

73%

90%

Content sites' light users

Content sites' regular users

40%

51%

Content sites' light users

Content sites' regular users

12%

23%

Content sites' lightusers

Content sites' regularusers

75%

89%

Content sites' light users

Content sites' regular users

OR 54%

The majority of conversations are positive

How was “Brand X” mentioned ?

n= 6328

13,8%

17,1%

18,3%

26,5%

27,8%

29,0%

29,2%

34,5%

40,8%

40,9%

42,9%

47,2%

55,8%

38,8%

29,1%

30,4%

42,9%

42,0%

41,1%

49,7%

44,4%

39,2%

36,1%

37,3%

40,7%

31,0%

22,9%

26,0%

24,2%

26,6%

19,3%

23,8%

16,8%

17,1%

12,2%

14,5%

13,0%

10,3%

8,8%

17,4%

19,8%

18,8%

3,6%

8,5%

5,4%

3,8%

3,2%

6,1%

7,6%

5,5%

1,8%

1,9%

7,2%

8,0%

8,3%

0,4%

2,3%

0,6%

0,4%

0,9%

1,6%

0,9%

1,3%

0

2,5%

Internet/Telecom/TV

Energy

Banking/Insurance

Decoration/Furniture

Supermarkets

Holidays

Fashion

Consumer Technology

Cars

Drinks (soft drinks, alcohol etc…)

Food Products

Beauty Products

Household Products

Very positively

Positively

Neither positively nornegatively

Negatively

Very negatively

Most conversations drive change

What was the aim of the conversation regarding « Brand X » (multiple responses possible) ?

n= 6328

29% of conversations aim to CONVINCE others

35% of conversations aim to INFORM OR GET INFORMED

11% aim to get ADVICE

25% are neutral or have other purposes

4,6%

19,6%

11,0%

16,0%

19,6%

6,5%

22,7%

Other

The brand was mentionned with noparticular intention

Get advice on a product/service

Get informed on a product/service

Inform others on a product/service

Convince not to buy a product/service

Convince to buy a product/service

Content sites attract opinion leaders, always willing to advice

others and sharing their

brand experience, which makes them brand

ambassadors

What do these powerful conversations mean for brands ?

Conversations spread along the whole purchase funnel

What was the conversation about « Category X » regarding ? (3 answers max)

n= 3816

25%

22%

29%

34%

30%

35%

41%

55%

53%

44%

63%

76%

48%

13%

18%

18%

30%

38%

33%

37%

27%

31%

45%

27%

16%

50%

17%

17%

22%

35%

31%

29%

28%

18%

16%

22%

12%

12%

20%

45%

38%

39%

22%

31%

34%

29%

17%

13%

25%

13%

12%

11%

17%

18%

13%

8%

1%

4%

4%

6%

4%

2%

6%

5%

1%

Banking/ Insurances

Energy

Internet / Telecom / TV

Supermarkets

Household products

Drinks (soft drinks, alcohol,…)

Food Products

Cars

Holidays

Beauty Products

Consumer Technoogy

Decoration/Furniture

Fashion

Regarding a future purchase

Regarding a past purchase

Regarding a seen or heard ad

Regarding the use of a productor service without anyparticular aim

After a contact with a service (sale, customer service,…)

Many brands shine in the survey

Drink

• Nespresso

• Duvel

• Lipton Ice Tea

Food

• Knorr

• Leonidas

• Ijsboerke

Beauty

• Yves Rocher

• Dove

• Estee Lauder

Bank/Insurance

• Record Bank

• Rabobank

• Keytrade Bank

Clothes

• Geox

• Esprit

• C&A

Energy

• Lampiris

• Essent

• Aardgas

Furniture/ Decoration • Gamma • Brico Planit • Hubo

Cars

• Audi

• Ford

• VW

Internet/Telecom/TV • Base • Proximus • Mobistar

Consumer Tech • Sony

Playstation • Sony • Samsung

Supermarkets

• O’Cool

• Colruyt

• Albert Heijn

Household Products • Dreft

• Ecover

• Ariel

Holidays

• MSC Croisières

• Sunjets

• Jetair

Ranking criteria: Brands with most positive mentions among brands most mentioned in category

Top 3 positive brand mentions by category

HIGH

CLIENTS

NON-CLIENTS

LOW

Buzz & Ambassadorship maps establish a brand benchmark

HIGH LOW

NEGATIVE

POSITIVE

GOOD BUZZ

LATENT BUZZ

DEATH ZONE

MIXED BUZZ

TONE OF VOICE

INTENSITY (VOLUME)

Is a brand generating buzz ? How much & how strong compared to its competitors ? Is word of mouth entirely positive or mixed ?

BUZZ MAP

WHO IS TALKING

AMBASSADORSHIP MAP

AMBAS-SADORS

ADMIRERS

IMAGE KILLERS

WARNING GIVERS

NET PRO-MOTION

Are brand ambassadors doing the talking or non-clients bashing brands ? How do brands compare within each category ?

NEUTRAL

Map explanation: Tone of voice: tone of the brand mentions in the past conversations Intensity: number of mentions

Map explanation: Net promotion: % who persuade minus % who dissuade, compared vs peers Who is talking: clients, non clients, or mix

HIGH LOW

NEGATIVE

POSITIVE

FURNITURE

CONSUMER TECH

HOLIDAYS

FASHION

CARS FOOD

SUPERMARKETS

DRINKS

BEAUTY

HOUSEHOLD PRODUCTS

INTERNET/TELECOM/TV

BANKING/INSURANCE

ENERGY

Buzz Map Which brands are creating the conversations? (Summary at category level)

n= 6328 Note: position on graph show relative performance vs other categories

• Negative correlation between tone and intensity

• Services provoke more conversations yet are prone to negative feedback

• Products (apart from food & drinks) incite less, yet positive, conversations.

GOOD BUZZ LATENT BUZZ

DEATH ZONE MIXED BUZZ

TONE OF VOICE

INTENSITY (VOLUME)

CLIENTS NON-CLIENTS MIX

HIGH

Ambassadorship map Who is talking & why ? (Summay at category level)

n= 6328 Note: position on graph show relative performance vs other categories

NET PROMOTION

WHO IS TALKING

• Positive correlation: ambassadorship and client base

• Considered goods/services generate conversations from non clients to gain information about the product before purchase.

• Everyday goods generate conversations mostly from clients

AMBASSADORS ADMIRERS

IMAGE KILLERS WARNING GIVERS

FURNITURE/DECORATION CONSUMER TECH

FASHION CARS

FOOD

SUPERMARKETS

BEAUTY

HOUSEHOLD PRODUCTS

INTERNET/TELECOM/TV

BANKING/INSURANCE

ENERGY

HOLIDAYS

LOW

Visitors of content sites have an influence on

brands during the whole purchase funnel, from awareness to purchase

and advocacy

1. Qualitative content sites create reasons for consumers to talk about brands, which allows marketers to reach highly engaged targets through advertising in a premium environment.

2. 1 out of 2 visitors are opinion leaders, highly influenced by brand experiences when talking about brands. Content sites are able to intensify brand experience.

3. Content sites play an important role during the whole purchase funnel, from awareness to purchase and advocacy.

THANKYOU

Siska Truyman – OPPA Coordinator Siska.truyman@theppress.be +32 (0) 497 03 91 22 www.twitter.com/OPPAbelgium