Published on December 14, 2007
A new approach for measuring BUZZ: Word of mouth and word of mouse Evert-Jan De Kort Consultant Digital & Technology InSites Consulting
People tell stories to each other
Brands tell stories to people
People tell stories about brands
Human Stories explain lives
Technology changed the tools to tell stories
10 friends http://www.youtube.com/watch?v=-prfAENSh2k
Around the world in 2.5 days
1.000.000 views on YouTube in 4 days
Number 5 vs. The People
(ALTERNATIVE) ADVERTISING TECHNIQUES UNCONTROLLED ENLARGEMENT (MEDIA EXPOSURE / WORD OF MOUTH) CONTROLLED ENLARGEMENT (CONVENTIONAL MEDIA) Indirect exposure Direct exposure
Buzz Word of mouth Word of mouse Visual WOM online movies Textual WOM E-mail, blogs, forums, chat,... + +
Conceptual framework of Buzz activation sharing spread selective spread sharing source selective source buzz activation
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 Conceptual framework of Buzz activation buzz activation
Information input WOM actions Sharing sending + creating Forum, blog, e-mail Selective sending e-mail Sharing receiving Forum, blog, specialized website Selective receiving e-mail None An action based segmentation SUPER SOCIALS 18% CREATORS 8% SILENTS 23% BUCKETS 11% DIGGERS 29% E-MAILERS 12%
Word of mouse brands
59% 53% 52% 42% 37% 34% 29% 24% 22% 21% 18% 15% 15% 14% 13% Share of word of mouse
em power ed
ONLINE COMMUNICATION ONLINE MOVIE Dissatisfied consumers engage in more WOM than satisfied consumers (Sweeney 2003) Drivers of word of mouse 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 brand
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
1. Design your Campaign Fit the word of mouse profile and the motivations and actions of your target group
Evolution http://www.youtube.com/watch?v=iYhCn0jf46U Onslaught http://www.youtube.com/watch?v=JaH4y6ZjSfE Dove
1. Design your Campaign 2. Measure Impact Creative agencies make stories, media agencies buy time. Consumers tell the most powerfull stories.
1. Design your Campaign 2. Measure Impact 3. Track Conversations Everyone talks whenever in whatever way about a diversity of brands, and use it in their buying decision.
Not sure...Maybe we should ask InSites?
Thank you. Download our white paper on WOM & Buzz
Images used under CC from Flickr and Wikipedia Photo Credits The 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.eu http:// www.linkedin.com/in/ejdekort
... Measuring the Success of Coaching discusses both the principles behind measuring ... Measuring the Success of Coaching is ... designing and ...
Can You Measure Design's ... The focus of the conference was "Improving and Measuring Design's Role in Business Performance ... Designing a ...
This house measuring 200 feet can easily support structures running up till four stories, ... increases manifolds because of its passive designing.
Booz Allen Hamilton is a leading provider of management and technology consulting services to the US ... Our Stories. What We Do. Capabilities. Management ...
Oracle and Sun Microsystems . ... Oracle invests in innovation by designing hardware and software systems ... Explore and Read Customer Stories; All Oracle ...
Advertising Programmes Business Solutions +Google About Google Google.com © 2016 - Privacy - Terms. Search; Images; Maps; Play; YouTube; News; Gmail ...
Online Marketing Module ... - Web Designing Basics - WYSIWYG Editors ... o Measuring and Monitoring o Sponsored Stories
CUSTOM WRITING SERVICE. The web's leading provider of quality and professional academic writing. Calculate the price. Academic level: Type of paper: ...