- iReach Insights

Measuring the impact of
Word of Mouth for your brand
Oisín Byrne
General Manager
iReach Market Research
oisin.byrne@ireach.ie
Agenda
•
•
•
•
•
•
•
Introduction to iReach Market Research
Word of Mouth and Social Marketing
Social Networks and Engagement
Advertising Channels and Consumer Trust
Is your brand ready for WoM Marketing
Exercise and Break
Case Studies
– Advocacy and Net Promoter Score
– Different approaches to Word of Mouth
• Questions and Close
Deeper Insights | Better Research
• Innovation
– Only Agency with Research Panels
– Online, Video and Mobile Research
• Best Practices
– Methodologies, Data Validation
– QA, Analysis and Reporting
• Excellence of People
– Research Analysts
– Project Consultants
• Leading Technology
– Support for all Research Methods
– Range of Reporting Options
Best in Class Fieldwork and Analysis
Tesco Mobile – Customer Satisfaction Survey
Word of Mouth and Social
Networking
6
The Digital Consumer
More informed and empowered
More interconnected and communicative
New mobile communication services
Increased online tenure
Empowerment of the Consumer
Educated Purchasers
Ever-faster broadband
Broadband always on and always available
More global perspectives
Increased time spent online
The Return of Conversation in the Social Order
www.AdvMediaProductions.com
© 2008 Advanced Media Productions, Inc.
What is Social Networking?
What is Word of Mouth Marketing (WOMM)?
- Word of Mouth Marketing
- WOMM happens when people are given a reason to talk about a
product(s) or service(s) – online and offline
- WOMM is based on driven customer satisfaction, two-way dialog
and transparent communications
- Online Word of Mouth Marketing
- Online WOMM includes online consumer activities using Internet
tools that allow the exchange of ideas about products, services
and brands through social networks
- Online WOMM does not dissipate after a conversation as in the
offline world
- Online WOMM’s share is relatively small, but growing
- Approximately 30 percent of all WOM is currently happening online
www.AdvMediaProductions.com
Social Networks and Engagement
11
Frequency of Using Social Network Sites
Q: How often do you use social network (e.g. Facebook, LinkedIn)? (n=1,000)
•
Two-thirds of Irish consumers are regular social network visitors
Regular Users = 66%
Occasional Users = 13%
40%
21%
18%
Daily
2-3 times per week
8%
5%
3%
5%
Once a week
2-3 times a month
Once a month
Less occasionally
Never
December:
37%
19%
6%
6%
3%
8%
21%
November:
43%
16%
5%
5%
3%
6%
22%
- Using social networking sites is a daily habit for 40% of the Irish adult population
- Further 26% use social networks several times or once a week
- Additional 13% visit social networks on a monthly basis or less occasionally
- Remaining one fifth (21%) of the Irish adult population still do not use social networks
12
Reasons for Using Social Network Sites
•
All Respondents:
Never
Rarely
Some of the time
1. To see what other people are doing
7%
13%
41%
2. To find out more about things that other people have posted
8%
12%
42%
3. To chat (messages/instant messenger)
4. To find friends that you have lost contact with
5. To keep others informed about what you are doing
6. To complete quizzes and surveys
7. To share your ideas
8. To arrange social events (e.g. parties, night out)
9. To play games with others
13%
16%
3.2
3.1
3.2
3.0
3.0
2.9
3.0
2.9
2.7
2.5
7%
2.1
2.2
28%
7%2%
2.1
2.1
26%
8%2%
2.1
2.1
11% 3%
1.9
1.9
7% 3%
1%
1.4
1.7
9% 2%
2%
1.4
1.7
1%
8% 5%
1.4
1.3
1%
6% 3%
1.1
1.2
31%
8%
6%
23%
41%
14%
56%
11. To look for jobs
73%
18%
30%
28%
35%
16%
16%
14%
10%
76%
90%
7%
19%
26%
37%
10%
23%
39%
73%
13. As a dating service
Mean
49%
10. For shopping
12. To promote your business
Mean
Always
32%
19%
20%
12/2009
Most of the time
38%
17%
8%
02/2010
4%
- Taking an active interest in other people’s activities as well as keeping in touch continue to be the primary reasons for
visiting social networks (Irish consumers appear to engage in these activities even more regularly than in December 2009) 13
(Mean ranges between 1.0-Least Regular to 5.0-Most Most Regular)
Q: What reasons do you use social networking site for? (n=796)
Primary Social Network Sites
• Those Who Use Social Networks on Regular Basis: (n=1000)
Total
18-24
25-34
35-44
45-54
55-64
1. Facebook
48%
22%
56%
53%
34%
12%
2. Bebo
30%
65%
27%
16%
14%
8%
3. YouTube
9%
11%
2%
8%
14%
18%
4. MySpace
3%
0%
0.5%
6%
11%
1%
5. LinkedIn
2%
0%
1%
7%
6%
13%
6. Frendstier
1%
0%
0.5%
2%
0%
0%
7. Nimble.ie
0.5%
0%
0.5%
1%
0%
0%
8. Other Sites
6.5%
3%
12.5%
7%
21%
19%
•
•
•
Social Networks – new market opportunity to enhance brand awareness and CRM
Half (48%) of Irish consumers use Facebook as their primary social platform
Target your AUDIENCE through the right platform!!!
Advertising Channels and Consumer
Trust
15
Ad Vehicles and Consumer Trust
Q: Of the following forms of advertising for brands, can you tell me which do you trust either completely, somewhat or not at all? (n=1,000)
Online Vehicles (Overall Mean = 1.8):
S ubs c ribe d e m a ils
16%
B ra nd we bs it e s
19%
O nline o pinio ns
18%
Mean
70%
67%
14%
2.0
14%
2.0
11%
71%
1.9
1.9
S e a rc h e ngine re s ult s
17%
76%
7%
1.5
O nline v ide o a ds
41%
59%
1.4
59%
O nline ba nne r a ds
Do Not Trust (1.0)
2%
39%
Trust Somewhat (2.0)
2%
1.4
Trust Completely (3.0)
• Mainstream and long-established online promotional vehicles (Email Newsletters and Company Websites) are considered, by
Irish consumers, to be the most trustful source of information on company products or services online
• In line with this, email campaigns are most likely to be included in the online marketing mix by Irish marketers (with almost two
thirds – 65% using emails as part of their overall marketing activities – 2009 IIA Irish Online Marketing Sentiment Survey)
• Explosion of consumer generated content means, greater reliance on independent consumer opinions posted online, which
are currently the third most trusted source of information on the Internet. Yet, independet consumer opinions may, in terms of
trustworthiness, still lag behind personal recommendations from friends or relatives (refer to the following slide).
• The least trusted forms of online advertising are video ads, followed by banner ads (with 59% do not trust these types of16
ads)
Ad Vehicles and Consumer Trust
Q: Of the following forms of advertising for brands, can you tell me which do you trust either completely, somewhat or not at all? (n=1,000)
Offline (Overall Mean 2.1):
P e rs o na l re c o m m e nda t io ns
2%
Mean
55%
2.4
43%
R a dio a ds
10%
62%
28%
2.2
T V a ds
11%
61%
28%
2.2
N e ws pa pe r a ds
11%
63%
2.1
26%
B illbo a rds a ds
15%
65%
20%
2.1
M a ga zine a ds
15%
65%
20%
2.0
B ra nds S po ns o rs hips
C ine m a A ds
E dit o ria l a rt ic le s
21%
18%
61%
19%
2.0
66%
16%
2.0
63%
22%
62%
T e xt A ds o n M o bile s
Do Not Trust (1.0)
35%
Trust Somewhat (2.0)
1.9
4%
3%
1.4
Trust Completely (3.0)
• Despite the recent explosion of online forms of advertising, offline ads are in general still considered to be a more trusted
form of advertising (2.1) when compared to online ad vehicles (1.8).
• Personal recommendations are the most trusted form affecting the majority of consumer purchase decision-making process
• Radio and TV ads are the next most trusted form of advertising and these are closely followed by newspapers ads
• Text ads on mobile phone are the least trusted form of advertising (62% do not trust); and this trend in Ireland closely
correlates with findings from the 2009 Global Survey conducted by Nielsen which found that text messages are the least
trusted form of advertising in the mind of global consumer (with only 24% trusting mobile text ads)
17
Exercise - Is your brand ready for
Word of Mouth
WOM and Advertising are Working Together
www.AdvMediaProductions.com
New tools in the marketers’ tool kit
Standard Research Analysis Variables
iReach Extended Analysis Variables
Our 6 T’s of Word of Mouth
People like talking….some talk less and some a lot!
Identify the type of people who would like to talk about your brands to their friends, these
are influencers, these could be your loyal customers and anyone who likes your brand and
finds you worth talking about
Talkers
Tell these talkers interesting things about you, give them a reason to talk about you, a special
offer, an interesting news item, an event, something easy that people can remember and
discuss with friends
Topics
What are the conversations that word of mouth generates. Does it relate to consumers
experience, is it influenced as a direct consequence or effect from marketing campaigns or an
intentional trigger using celebrity endorsements and sponsorship
Triggers
Our 6 T’s of Word of Mouth
Tools help spread the message. They enable talkers to reach out to more and more people to
talk more and more about your brand. These could range from simple things like an
interesting piece of paper to be passed on to complex models like communities.
Tools
You need to take part in the conversation. Answer questions. Respond to feedback. State the
facts when someone reports false information. Be nice. Lead the conversation. People talk
about good brands and people talk more about good & talkative brands.
Taking Part
Be aware of who or what kind of people are talking about you, what themes emerge out of
these consumer conversations, how this information can help you understand your consumers
more and how can all this help you better your business. Both online and offline word-ofmouth research is easily accessible.
Tracking
Measuring the Impact of Word of Mouth
High Impact
Closed/Trusted
Groups
Relevant to
Consumer
Dispersed
Groups
Irrelevant to
Consumer
Influential
Consumer
Experience
Non-influential
Hearsay –not
personal
Sender – Who is talking
Many Messages
Few Messages
Network – Where are they talking Message Content – What are the saying
Message Source – What is the trigger
Low Impact
Word of
Mouth Equity
Score
Few Messages
but impact on
trusted source,
influential,
based on
experience and
relevant to key
buyers
Exercise and Break
Tesco Mobile – Customer Satisfaction Survey
Word of Mouth and Social
Networking – Case Studies
27
L’il Critters Gummy Vites
- Brand Awareness and Advocacy
28
Prompted Vitamin Brands Purchased
Q: From the below list of vitamins for children, which brands have you purchased? (n=300)
•
Consumer buyers for Gummy Vites vitamins have increased by 60%
Brands Purchased:
51%
40%
36%
Pre-Campaign
33%
Post-Campaign
16%
10%
6%
Other
7%
27%
26%
8% 10%
11% 11%
Floradix
Kindervital
Minadex
14% 16%
18%
19%
10%
4%
Sona Very Berry
Lil Critters
Gummy Vites
Abidec
Vivioptal Junior Bassetts Soft & Centrum Junior
Chewy
Haliborange
Other brands (pre): Boots, Source of Life, Boots Gummy Bear Vitamins, Seven Seas, Rubex, Beeline Kids Multivitamins
Other brands (post): Boots, Boots Gummy Bears, Tesco Jelly Multivitamins, Seven Seas, Berocca, Eskimo Fish Oils, Lidl, Aldi
-,With positive impact on Brand Awareness, purchase impact for Gummy Vites vitamins increased their frequency by 60%
- The results also show a sharp increase in purchases of other brands (from 6% to 10%) including non-branded jelly vitamins
suggesting further sales opportunities when targeting Private Label and Generic brands.
- Purchases for private label jelly vitamins may reflect financially constrained parents that have opted for cheaper labels (despite
the effectiveness of the actual Gummy Vites campaign)
29
L’il Critters Gummy Vites – Awareness/Purchases
Q: How familiar are you with L’il Critters Gummy Vites vitamins? (n=300)
•
Two-fold increase in brand awareness of Gummy Vites after the campaign:
43% (up from 22%) of parents aware of Gummy Vites
57%
22% (up from 13%) of parents purchase Gummy Vites
21%
7%
15%
Regularly Buy This Brand
Sometimes Buy This Brand
Pre-Campaign:
2%
Aware but Never Bought Them
11%
9%
Never Heard
78%
L’il Critters Gummy Vites
Regularly buy children’s vitamins
Sometimes buy
Buy occasionally
Never heard of the Brand
57%
66%
73%
Aware but never bought
12%
16%
11%
Sometimes buy this Brand
18%
13%
13%
Regularly buy this Brand
13%
5%
3%
- 95% increase in overall Brand Awareness of Gummy Vites vitamins during the campaign period with purchase intent up by
70% of all parents that purchase Vitamins.
- Key challenge for the Gummy Vites brand is to convert brand-aware consumers (30%) to loyal or regular buyers: Regulars30
vitamin buyers are most aware of Gummy Vites and the opportunity exists to continue to drive Brand Awareness
Evaluation of the “Call-to-Action” Impact of the Ad
Q: Did you take some action as a result of this radio ad for Gummy Vites vitamins? Please select all that apply: (n=105)
•
The ad created 38% new interest in the Gummy Vites brand (Parents exposed to the ad campaign):
Those who recalled the Ad (n=45):
Male:
I have purchased or plan to purchase the GV
I have purchased or plan to purchase any brand of
Children's vitamins
13%
31%
5%
12%
10%
3%
12%
8%
60%
45%
24%
I discussed the ad/brand with family or friends
I tried to purchase GV but they were unavailable
Female:
9%
38%
28%
46%
5%
10%
I haven't taken any actions as a result of this ad
52%
The ad created 38% new interest in the Gummy Vites brand:
- 24% lead to purchase intention
- 9% resulted in Word-of-Mouth
The ad had a greater impact on female
parents (46% new interest) than males
(28% new interest in Gummy Vites)
The ad created 10% new purchase intention for competing brands
Remaining 52% did not take any action as a result of the UTV ad
31
Reference – Net Promoter Score
Q: How likely is it that you would recommend the services of to a relative, friend or colleague?
•
Net Promoter Score (Indicator for Sustainable Growth)
1
0%
2
0%
4
0%
3
2%
32
= 75%
-
9%
7
5%
8
11%
Fence Sitters
16%
9
11%
10
64%
j
NPS
6
4%
j
j
Detractors
9%
5
3%
Promoters
75%
=> 66% (vs. 56% industry average in the UK->
Bulmers Pear – Ad Campaign
Case Study
TV advertising versus Online Advertising
Q: When thinking about Advertising, how would you compare the impact of TV Advertising with Online Advertising?? (N=1000)
Impact on various situations:
45%
Information and
decision making
40%
Impact of Internet Ads (%)
•
Giving enough information
to make a purchase
decision
35%
Helping people decide
which brands are relevant
30%
25%
Providing new information
about a brand people are
already aware of
Causing a re-evaluation of
a brand
20%
Brand value and
awarness
15%
Sparking interest in a
brand
10%
Persuading people to try a
brand or product Telling people about a new
brand they haven’t heard of
before
5%
0%
0%
10%
20%
30%
40%
50%
60%
Impact of TV Ads (%)
70%
80%
90%
Bulmers Adverts – Online influence
Q: Bulmers has recently launched a new Pear Cider Drink. Do you remember seeing or hearing their new Ads? Have a look at the
following list and click all that you remember.? (N=802)
• Recall (Multiple Responses):
86%
TV
83%
53%
Billboards and Bus Shelters
37%
100%
Online and Internet
31%
31%
Radio
30%
33%
Newspapers
18%
25%
Side of Dublin Bus
Other
Remembered Bulomers Online Ads
(N=249)
16%
All (N=802)
4%
7%
- Interviewees who remembered seeing Online ads tend to remember more other kinds of ads than total sample
(Billboards and Bus Shelters, Newspapers, Side of Dublin Bus)
Recall by Internet users while watching TV
Q: Bulmers has recently launched a new Pear Cider Drink. Do you remember seeing or hearing their new Ads? Have a look at the
following list and click all that you remember.? (N=802)
• Recall (Multiple Responses):
Never
Rarely
Regularly
All
TV
81 %
74 %
87 %
83 %
Radio
27 %
32 %
32 %
30 %
Newspapers
14 %
13 %
21 %
18 %
Online and Internet
21 %
27 %
39 %
31 %
Billboards and Bus
Shelters
32 %
35 %
41 %
37 %
Side of Dublin Bus
12 %
16 %
18 %
16 %
Other
8%
11 %
5%
7%
- Interviewees who regularly watch TV and use the internet at the same time tend to remember more other Bulmers
Ads. Here we notice the influence of a simultaneous exposure on Ads recall.
Recall of Bulmers Website Ads
Q: Have a look at the following Online Advert for Bulmers "Embrace the Pear" and thinking about this campaign, on a scale of 1 to
10, does such an online advert make the other Bulmers Embrace the Pear Ads (TV, Radio, Outdoor etc.) more memorable?? (N=802)
• Recall Improvement:
1=Not at all Memorable or no impact
and 10=Where impact is Very Memorable
Average /10
6.5
6.5
6.1
6
6
5.5
5.5
5.6
5.3
5
5
5.3
5.1
5.0
4.5
4.5
Remembered
online Ads in
Q87
All
Never
Rarerly
Regularly
All
(by frequency of watching TV while using the internet)
- The Bulmers Online Advert tends to make other Bulmers Ads more memorable.
- People watching TV while using Internet state the Bulmers Online Advert make the rest of the campaign more
memorable
Advertisers Create the Conversations
MARKETING & MEDIA COMMS
Brand
Building
Direct
Messaging
RATIONAL
CONVERSATION
Head/Reason
EMOTIONAL
Heart/Emotion
PERSONAL, SOCIAL & COMMUNITY
Word of
Mouth Equity
Score
Recommend to
Family &
Friends
Word of Mouth Marketing
Case Studies
WoRB - New Social Style of Website
P&G - Thanks Mom Campaign
Bulmers – Embrace the Pear
Unilever - Pot Noodle Campaign
Coca Cola - Bebo Profile pages
Heniz - Top This Take 2
Nike - Online Community
Speedo interviews Olympians in its podcasts
Largo Foods - Mr Tayto Campaign
Largo Foods - Hunky Dory Crisps
Lynx Effect
Viral Marketing
Mentos sales are
up 14.5% to
$27.2M from the
beginning of the
year to Sept. 10
[source, IRI]
[We] can
attribute this
growth to several
things, but they
have “seen
significant lift.”
Cadbury - Glass and a Half Full
Cadbury - Glass and a Half Full
Cadbury - Glass and a Half Full
Top Tips
• Word of Mouth Marketing and your Brand
– Talkers, Topics, Triggers, Tools, Talking Part, Tracking
– Think about the Message Impact and Equity Scores
– Extend your Research to Social Analysis Variables
• PR 2.0
– Understand what customers value and talk about
– Online Research ideal for PR
• Measure Brand and Product Advocacy
– Who recommends your brand, products and service
– Measure your competitors brand and product Advocacy
Summary
• Create the Brand Conversation
– Engage with topics that are already conversations between
customers and the Brand
– Create the triggers for Influencers to talk
– PR and Marketing Communications based on topics and
content to engage customers
• Integrate marketing campaigns with Internet to
extend campaign lifecycle
– New Digital and Old Media
– Campaigns that engage with Online and Offline groups
– Online can link ATL and BTL
• Hybrid Research to aid in planning and execution
oisin.byrne@ireach.ie
58
Questions and Close