Measuring Buzz and Designing Stories

1Storytelling & measuring BUZZ 1

A new approach for measuring BUZZ:Word of mouth and word of mouse

Evert-Jan De KortConsultant Digital & TechnologyInSites Consulting

2Storytelling & measuring BUZZ 2

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People tell stories to each other

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Brands tell stories to people

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People tell stories about brands

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HumanStories explain lives

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Technology changed the tools to tell stories

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Time Space

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Experiment

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10 friendshttp://www.youtube.com/watch?v=-prfAENSh2k

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Around the world in 2.5 days

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1.000.000views on YouTube in 4 days

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Successful?

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Number5 vs.

The People

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Research

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(ALTERNATIVE) ADVERTISING TECHNIQUES

UNCONTROLLED ENLARGEMENT (MEDIA EXPOSURE / WORD OF MOUTH)

CONTROLLED ENLARGEMENT (CONVENTIONAL MEDIA)

Indirect exposureDirect exposure

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Buzz

Word of mouth

Word of mouse

Visual WOM online movies

Textual WOM E-mail, blogs,

forums, chat,...

++

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buzz

acti

vatio

n

buzz

acti

vatio

n sharing spread

selective spread

sharing source

selective source

Conceptual framework of Buzz activation

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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

buzz

acti

vatio

n

buzz

acti

vatio

n

Conceptual framework of Buzz activation

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Who

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Info

rmati

on in

put

WOM actions

Sharing sending + creating

Forum, blog, e-mail

Selective sendinge-mail

Sharing receivingForum, blog, specialized

website

Selective receiving

e-mail

None

SUPER SOCIALS

18%

CREATORS8%

SILENTS23%

BUCKETS11%

DIGGERS29%

E-MAILERS12%

An action based segmentation

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Word of mouse brands

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Spaces

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59% 53% 52% 42% 37%

34% 29% 24% 22% 21%

18% 15% 15% 14% 13%

Share of word of mouse

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empowered

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http://www.youtube.com/watch?v=qvLDFtaL5HI

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http://www.youtube.com/watch?v=40qihGbngJg

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+Positive

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6%

47%

39%

32%

26%

26%

25%

16%

19%

16%

18%

13%

6%

9%

44%

18%

25%

18%

9%

12%

26%

22%

19%

19%

12%

11%

8%

0%

I found the message funny

I often use the brand or product category myself

I like the brand

I was satisfied with the brand

I intended to buy this brand

I wish to share my experiences with other people

I knew my interlocutor would be interested

I am enthusiastic about the message

I found the subject interesting

I found the message important

I wish to share my knowledge with other people

I wish to express my opinion on a certain subject

I don't like the brand

I was dissatisfied with the brandONLINE COMMUNICATIONONLINE MOVIE

Dissatisfied consumers engage in more WOM than satisfied consumers(Sweeney 2003)

Drivers of word of mouse

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19%

19%

17%

6%

3%

9%

Textual word of mouse

Viral movies

Word of mouth+- Textual word of mouse

Viral movies

Word of mouth

Impact of word of mouse on brand attitude

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Learnings

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1. Design your Campaign

Fit the word of mouse profile and the motivations and actions of your target group

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Evolutionhttp://www.youtube.com/watch?v=iYhCn0jf46U

Onslaughthttp://www.youtube.com/watch?v=JaH4y6ZjSfE

Dove

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1. Design your Campaign

2. Measure ImpactCreative agencies make stories, media agencies buy time. Consumers tell the most powerfull stories.

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1. Design your Campaign

2. Measure Impact

3. Track ConversationsEveryone talks whenever in whatever way about a diversity of brands, and use it in their buying decision.

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Not sure...Maybe we should ask InSites?

Not sure...Maybe we should ask InSites?

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Thank you.

Download our white paper on WOM & Buzz

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Images used under CC from Flickr and Wikipedia

Photo CreditsThe Boyhood of Raleigh by Sir John Everett Millais, oil on canvas, 1870.Ohad: http://www.flickr.com/photos/ohadby/26941465/Molas: http://www.flickr.com/photos/molas/128652106/Dwig: http://www.flickr.com/photos/dwig/450198706/Chris Fitz http://www.flickr.com/photos/chris-fritz/2046264364/

Evert-Jan De Kort, Consultant Digital & Technology Research InSites Consulting

http://www.insites.euhttp://www.linkedin.com/in/ejdekort