1 A new approach for measuring BUZZ: Evidence from the Market & Dove Prof. Dr. Niels Schillewaert Managing Partner, InSites Consulting.

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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

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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!

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A little experiment to with virals …

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E-mail

4 days

1.000.000 views Youtube

Successful?

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Traditional view on measuring buzz

Click-through ratesForward rates

Views

Who? Why? What ? When? Impact?

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Share of word of mouse

59% 53% 52% 42% 37%

34% 29% 24% 22% 21%

18% 15% 15% 14% 13%

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Word of mouse brands

Empowered customer

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Word of mouse brands

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Word of mouse brands

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Initiator of the word of mouse action

Who communicates about brands via the internet?

They all do...

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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

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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

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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.

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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

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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

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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

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Buzz activation towards...

CONVER-SATIONS

PARTICIPANTSBUZZ

ACTIVATION

BUYING ACTIVATION

9 on 10 conversations were about the campaign

message

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CONVER-SATIONS

PARTICIPANTSBUZZ

ACTIVATION

BUYING ACTIVATION

Buzz activation towards...

Originality of the spot

Spot was beautiful made

Message of the film

Brand

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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

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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.

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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

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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

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Contingencies

c c

Frequency effectSourcing effect

Sourcing effect Frequency effect

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buzz

acti

vatio

n

buzz

acti

vatio

n

Back to the heart: Buzz activities

35%

81%

37%

81%

0% 0%

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Possible negative impact of creators?Possible negative impact of creators?

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Practical implementations

Measure impact

Need to measure impact because dependent on product category

NOT people or communication vehicle

=amount of

counts

Positive attitude Sales

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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!

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