24September 2007

Check out: Word of Mouth Marketing Association (http://www.womma.org/)

Check out: Word of Mouth Marketing Association (http://www.womma.org/)

27

September 2007

4 key factors in identifying the ‘influentials’:

What are their passions (and do they include travel)?Ask them

Do other people listen to their opinions/ recommendations?Ask them – online there is no reason to lie

–Agree/ disagree statement–In general and with regard to specific product areas, e.g. travel

Are they socially connected?How many social interactions do they have?

What is their online status?*Use a checklist of online activities:

–Created a blog–Uploaded a video–Created a profile in a social network–Added a review, e.g. TripAdvisor, Amazon

* Remember the ‘1:9:90 Rule’ – 1% create most content; 9% comment on it; 90% observe

28

Don’t just think

about the splash– think about the

ripple

‘Word-of-month’ (WOM) & ‘Buzz’‘Net-Promoter’ scores (Bain & Co.)

– Based on the answers to a very simple question: ‘On a scale of 1 to 10, how likely is it that you would recommend this [company/product/ service] to a friend or colleague?’(% saying 9 or 10, less % saying 1 to 6)

– Dr Paul Marsden, London School of EconomicsCompanies with better WOM advocacy experience higher levels of growth than others: Honda, HSBC, ASDA and O2 better than Fiat, Lloyds TSB, Sainsbury’s and T-Mobile

Procter & Gamble’s TremorTremor– 2 panels – ‘kids’ and ‘moms’ – c 600,000 members in total– No so much market research as a new marketing channel

Reporting sales uplifts of 15-40% in markets where Tremor panels work compared with those where they don’t

– The Hawthorn Effect – ‘people like to be asked’

ROI: ‘buzz measurement’– Who’s talking and what are they saying

Nielsen BuzzMetrics, Cymfony, Umbria et al[Check with Forrester for suppliers]

30Paul MarsdenClickadvisor.com ‘Word of mouth solutions’

31

Word of Mouth AdvocacyThe Right Message

•Access to diffusion tools•Discussion trigger mechanism•Social currency•Network effect•Quality of connector

How likely is it that the product/idea will be talked about within social communities

Amplification Factors

•Degree of innovation•Consumer benefit •Complexity•Compatibility•Price/ Opportunity Cost of Adoption

Does the target think the product/ idea is new, different and easy to use in their lives

Advocacy Factors

These are some of the “levers” we can use to create Word of Mouth Advocacy.Supported by testing that screens concepts to maximize potential

BrainJuicer’s MindReader

Agenda

1. Research 1 – where we’re at

2. Research 2 – what’s different

3. ‘WOM’ – from research to marketing

4. BrainJuicer’s MindReader & other tools

5. Other research tools & suppliers

6. BrainJuicer – travel industry case studies

7. Market research project design

34MindReader™

35

The opportunity to give real opinions

Easy to understand

Simple and easy to use

35

38

45

47

28

49

63

99

Interesting, fun and not to long

I enjoy taking part

Enjoyable to complete

Lighthearted and pressure-free

491 (36%)

362 (26%)

Why do you say...

44

54

58

118 Questions are straight forward and easy to understand

They are usually not complex - anyone can participate

You can agree with a previous answer or supply your own

Just click or type!

34

39

39

61 They are straightforward to follow

Clear concise questions

Easy to answer the questions

Straight forward

Why do you say...

Opportunity to type a real response not just pick one off a list

You can chose a previous option or enter your own views

You can write your own personal response

We can type our actual opinion rather than tick a ready written one

What do you think about BrainJuicers?

Number of mentions (%)

1. 3.

2.

338 (25%)

Good fun to do

280 (20%) 4.

How To Read A MindMapAn explanation of how to read a BrainJuicer® MindMap

These are the top 10 answers from respondents

Next to each answer is the percentage of respondents who gave that answer. It can add up to more than 100% where respondents are asked for more than one answer

Each answer is traffic light colour-coded to show how respondents feel about it.

The Top Ten

The map shows what the audience in question thinks and feels about the subject at the centre of the mindmap (e.g. What do you think about BrainJuicers?)

Following the black lines from the centre, you see the top 4 answers and the % of people who gave them. All answers are generated by respondents

The MindReader I

In this example,the top answer is Simple and easy to use

This answer was given by 491 respondents (or 36% of the entire sample)

The MindReader II What do you think about BrainJuicers?

Simple and easy to use

Easy to understand26

36

The opportunity to give real opinions

Good fun to do20

25

Less manipulative than most

They help make a difference and are good fun13

13

Interesting and informative

Interesting11

12

They are about interesting products

Very topical and informative10

10

(Sample: 1373 x All) %

☺

36

TrackingLaunch

Screening

EvaluationPrediction

Foundation

The innovation funnel

fuzzy-front-end solutions… for inspiring marketing

Let Creative Sixers™ create & Predictive Markets decide

Using CommScan to screen communications

Understand consumers: Communities, Brand-MBTi, FamilyCam™

All powered by MindReader™.

BrainJuicer CommunitiesWeb 2.0 social networks and online communities to provide a 24/7 inspirational & insightful research resource.

FamilyCam™ / BarCamFamily Cam wired up for online ethnography + product testing as an inspirational and insightful research resource

Brand-MBTiA robust, psychometric profiling of brand personalities in a category for comm’s/innovation development

BrainJuicer® Labs

Mobile JuicingReal-time, experiential research e.g. shopper marketing, events, ambient advertising, new launches

Ideation/Screening

Let the Creatives create& the Markets decide

Predictive Markets Creative Sixers™

Creativity is like any other aptitude

Elephant ideasMake ears biggerGive it a squeakMake the eyes moveEars feels different Make trunk longerSquirt water from trunk (given as e.g.)Sing Nellie the elephantMake it walk

Elephant ideas &humanising ideas

Pull the trunk to open its mouthTrumpet when it detects movementHave babies inside

……………………………….Allow it to speakGive it spectaclesGive it clothes Talk back to youRecord a messageHave the child’s name on it

Elephant ideas &humanising ideas &More abstract ideas

A finger puppetWater proof 4 bathWhistle in trunkMake it laughMake it danceMake it fart & burpHelp spell & countRoar when smacked

………………………………. Elephant HooverA radio with tusks for volume & tuningA Pyjama caseTusks 4 teething+Wheels & ride itVibrates to sootheMicrowaveable as a hot water bottle

The more creative the person the more ideas they had &the more creative they were

6% = validated Creative

SixersThe Creativity Test with 5,000 showed a bell curve of creativity just like any other talent

Use Creative Sixers 6% who scored highly on the BrainJuicer® creativity test & produced demonstrably creative ideas

Increase creative output by challenging them to better the co.’s best current ideas [produces 4x the number of ‘sixes’]

Increase creative output by giving them 4 days to think about it [time to ponder produces 3x the number of ‘sixes’]

Increase creative output by asking for at least 8 ideas since the best ideas tend not to be the 1st ideas [edit for the top 50]

“Using BrainJuicers we generated & tested dozens of ideas to find a winner. What would normally take us months we finished in 2 weeks. More Juice please!”

Jaroslav Cir – Global Consumer & Market Insight Manager Rexona, Unilever

How the Creatives work

Let the Market Decide

15 ideas in a Predictive Market where 500 select the most Potent

IEM – The original decision market

X 596Polls

(1988 - 2000)¾

The Wisdom of Crowds How the Many Can Be Smarter than the Few, James Surowiecki (2004)

Galton’s surprise findings

collectiveguess

= 1197 lbs

actualweight

= 1198 lbs

***1643J

4549I

*3554H

***2864G

***2864F

676767UK Norms (top two box)

7074E

8678D

8081C

+7683B

8585A

Significant Differences

Predictive MarketWith diverse group of 500

people

Monadic Testwith matched samples of 100 in the target market

New Product Concepts

Experiment 1: Top 2 Box Purchase Intention Results for 10 HPC Ideas in UK

A diverse crowd will be as accurate as a targeted sample

A ‘Predictive Market’ will be as accurate as a monadic test

Answering for the market as accurate as answering for oneself