Word Of Mouth Presentation

transcript

Exposure Engagement Word of mouth

The hypothesis

Engaged Connected Influential

Engagement

A definition and quantitative measure of media engagement for national newspapers

Proof that higher media engagement = higher advertising engagement / effectiveness

Evidence that the Guardian and Observer are highly engaging and deliver ‘engageable’ audiences for advertisers

Connected Influential

Word of mouth

A framework for •identifying influencers

Establishing GNM role •in the process

Adding to industry •understanding

Header

Source:

“Individuals are in a state of information anxiety so they turn to their friends and say ‘tell me what I should do’”

Steve Barton, Head of WOM UK

Consumers rely on others opinions

Desk research

Network audit

Nationally representative telephone survey

Expert interviews

How we’ve proved this

Theme identificationDesk research

Influential people are connected to both people and information

Influential people:

•Greater access to new information

•More receptive to new information

•Greater ability to share information

•And in a more persuasive manner

Influential people are connected to both people and information

Theme exploration Expert interviews

Anna Rafferty Digital Marketing Director, Pearson / Penguin Group

Fraser Chisholm,

Head of Media Propositions, Royal Mail

Ivan Palmer, Director, Wildfire

Ayodele Mansaray, Research fellow

Steve Barton President, WOMUKJessica Greenwood

Deputy editor, Contagious

The importance of Weak Ties in the flow of information •

The ability to contextualise and make ideas relevant •

The willingness to modify ones’ opinions•

Influential people

WEAK TIES

BRIDGING CAPITAL

STATUS BARGAIN

Social networks

Strong TiesWeak Ties

‘Strong Ties help us get by, Weak Ties help us to get on’Ayodele Mansaray, Social Researcher

Weak Ties Colleague, friend of a friend, extended family, person met through hobby, activity or online

Strong Ties Close friends and family

Social glue Social

Strong and Weak Ties

Weak Ties The foundation of word of mouth

‘… if you target Weak Ties you get the power of amplification.’Ivan Palmer, Wildfire

‘Diversity can give amplification.’Ayodele Mansaray, Social Researcher

Influential people

WEAK TIES

BRIDGING CAPITAL

STATUS BARGAIN

Influencers possess Bridging Capital

Contextualise•

Package•

Make relevant•

‘We partnered with Mercury Music for a Penguin Classics campaign because it seems like a beautiful arrangement. So you get Razorlight selecting The Great Gatsby as their favourite read.’

Anna Rafferty, Pearson / Penguin Group

‘They help you see why it’s important that you watch this movie, or buy that type of health insurance…’

Steve Barton, WOM UK

Bridging Capital Social Capital + Cultural Capital

Bridging Capital

Social Capital

Cultural Capital

Size and diversity of •network

Ability to spread •messages

Accumulated knowledge•

Ability to influence others•

Influential people

WEAK TIES

BRIDGING CAPITAL

STATUS BARGAIN

Status Bargain A willingness to modify opinion is key

Status Bargain A modification of opinion on the basis that it will be improved and the individual will benefit from the increased understanding.

‘It’s the person who is able to assimilate more information and see how different points of view can fit together.’Ivan Palmer, Wildfire

‘If a person is able to take on a new recommendation, that’s the person you feel has actually thought about what they are saying, rather than someone who says, ‘I only like books by Dan Brown.’Anna Rafferty, Pearson / Penguin Group

The core of influence

Status Bargain

Bridging Capital

Weak Ties

Ahead in Adoption

Connected

Traveller

Information Hungry

Exposed to Media

Not the classic early adopters but ahead of the mainstream

The range and frequency of contact is important

Getting out there, accumulating knowledge and experienceConstantly seeking out and exchanging information

Keen to discuss thoughts and exchange experiences

Voracious consumers of mass media

Identifying influencers

‘All of these are strong indicators’Ivan Palmer, Wildfire

Ahead in Adoption

Connected

Traveller

Information Hungry

Exposed to Media

Not the classic early adopters but ahead of the mainstream

The range and frequency of contact is important

Getting out there, accumulating knowledge and experienceConstantly seeking out and exchanging information

Keen to discuss thoughts and exchange experiences

Voracious consumers of mass media

Identifying influencers

Desk research

Expert interviews

Desk research

Expert interviews

Network audit

Nationally representative telephone survey

Testing our thinkingNetwork audit

GNM Non-GNM

350 INTERVIEWS

10 NETWORKS

GNM Non-GNM

Testing ACTIVE A measure of influence

SELF CONTACT A

Quantification of conceptsNationally representative survey

BMRB•

TGI re contact •

1,359 20 minute telephone interviews •

•1,159 nationally representative•200 GNM boost – weighted back to main sample

Fused to TGI•

Composition of personal network •

Frequency and method of contact•

The sharing of information and •experiences

Sources of advice and support•

Levels of digital interaction•

Status Bargain

Bridging Capital

Weak Ties

Weak Ties are vital They enhance the transfer of information

Darryl Perry 35, film producer, London GNM consumer

Music and film•

Important to pass on •recommendations and advice

Lots of Weak Ties •

A cosmopolitan social network •

People he doesn’t know so well •provide new and useful ideas

Weak Ties; ACTIVE (Connected; Traveller)

Darryl Perry 35, film producer, London GNM consumer

Music and film•

Important to pass on •recommendations and advice

Lots of Weak Ties •

A cosmopolitan social network •

People he doesn’t know so well •provide new and useful ideas

Weak Ties; ACTIVE (Connected; Traveller)

‘Darryl is a bit of tastemaker, he’s always coming up with things you haven’t heard of, and generally, he’s pretty spot on. I’d usually trust him when it comes to a tip on a film to watch or CD to buy.’

‘My friend Bjorn and I are pretty well connected through the work we do with magazines, and organisations like the ICA.’

Amy Thomas 21, student, Newcastle GNM consumer

Highlighted by many, •particularly Weak Ties, as a reliable source of information

Vague contacts agreed she was •experienced and trustworthy

Weak Ties; ACTIVE (Connected; Information Hungry)

Amy Thomas 21, student, Newcastle GNM consumer

Highlighted by many, •particularly Weak Ties, as a reliable source of information

Vague contacts agreed she was •experienced and trustworthy

Weak Ties; ACTIVE (Connected; Information Hungry)

‘Amy is well worth listening to. If you hear about something that she thinks is good it’s probably worth your while to give it a try. She’s very smart when it comes to a bargain.’

‘People trust me because they know I’m always trying to find out about stuff. I’ve got two young kids, and I found that when I became a mum I started needing to do more research into things.’

Becky Chapman 29, charity worker, Brighton GNM consumer

Influential within her network•

Fashion, shopping, music •and travel

Weak Ties; ACTIVE (Connected; Traveller; Vocal)

‘I’m going to Ethiopia with work in a couple of weeks, so I’ve been reading up on that. It’s a really interesting place, and I’ve been speaking to a few of my friends about it.’

‘I need to get some new clothes and I’ll take Becky shopping with me instead of my girlfriend. It’s easier, quicker, she knows which shops to go into and what suits me.’

‘It’s important to me that I show Becky something I’ve bought, even after the purchase, as I like to get her approval.’

Becky Chapman 29, charity worker, Brighton GNM consumer

Influential within her network•

Fashion, shopping, music •and travel

Weak Ties; ACTIVE (Connected; Traveller; Vocal)

Index 100 = average adult

ACTIVEA key indicator of Weak Ties

3+ (6) Weak Ties monthly

<3 (6) Weak Ties monthly

Index 160

Ahead in Adoption

Connected

Traveller

Information Hungry

Exposed to Media

ACTIVEA key indicator of Weak Ties

3+ (6) Weak Ties monthly

<3 (6) Weak Ties monthly

Index 160

Ahead in Adoption

Connected

Traveller

Information Hungry

Exposed to Media

Index = average adult

GNM readers have more Weak TiesKey for spreading word of mouth

Above average range of Weak Ties - Index 3+ (6) Weak Tie groups monthly

Qual news exc. GNM

Non GNM

2.9 2.9 2.9

Average no. of Weak Tie groups (of 6) in contact with monthly

Qual news exc. GNM

Non GNM

Average

Emotional support Achieving goals Career advice

76%70%

Strong Ties

Weak Ties

Strong Ties help us get byWeak Ties help us to get on

Question: In terms of getting on in life, which, if any, of these groups of people do you feel have helped the most with …?Strong ties = Immediate family, close friendsWeak ties = Extended family, other friends, colleagues, professionals in same field, people met through hobbies/interests, people not met face to face, eg online

Strong vs Weak Ties - which help most?

Face to face dominates

Strong Ties

Weak Ties

Face to face Telephone Text (SMS) Email/instant messenger

Post / letter Social networks or blogs

Question: And which of the following best describes the type of contact you have with…?Question: And which of the following best describes the type of contact you have with…?

Method of contact by tie strength92% 90%

57%49%

55%49%

35%27% 26%

The Internet facilitates Weak Ties

Face to face Telephone Text (SMS) Email/instant messenger

Post / letter Social networks or blogs

Internet AT ALL

Question: And which of the following best describes the type of contact you have with…?

Method of contact by tie strength Strong Ties

Weak Ties92% 90%

57%49%

55%49%

35%27% 26%

We share more with Strong TiesWeak Ties ensure cross-network sharing

Question: Thinking about when you have experienced a good/bad service or product in the last 6 months, how many times, if any, have you shared that experience with…?

Shared any experience past 6 months

Shared any experience 3+ times past 6 months

Strong Ties

Weak Ties

We share more with Strong TiesWeak Ties ensure cross-network sharing

Shared any experience past 6 months

% Who have shared experiences

Average no. of group types (of 4) shared experiences with

Positive

Negative

Positive

Question: Thinking about when you have experienced a good/bad service or product in the last 6 months, how many times, if any, have you shared that experience with…?

Shared any experience 3+ times past 6 months

Strong Ties

Weak Ties

Who influences purchase decisions?

Question: Thinking about when you are considering purchasing a new product or service, which of the following would you go to for advice?

Strong Ties

Weak TiesStrong Ties 77%

51%Weak Ties

Sources of advice for new product/service purchase

Strong Ties

Weak Ties

Who influences purchase decisions?

Strong Ties 77%

51%Weak Ties

Someone you consider knowledgeable in that field

Close friends and family

Internet at all

Online review/rating sites

Other internet sources

Colleagues

A wider group of contacts

Extended friends and family

Sources of advice for new product/service purchase

Question: Thinking about when you are considering purchasing a new product or service, which of the following would you go to for advice?

Status Bargain

Weak Ties

Bridging Capital

Influencers possess Bridging CapitalIt facilitates information sharing

Bruce Haggerty 44, small business owner, Glasgow GNM consumer

Well-connected •

Knows a diverse range of people •

Wide media palette•

Adept at making obscure ideas •interesting to othersFilm and music•

Bridging Capital; ACTIVE (Information Hungry; Connected; Vocal; Exposed to Media)

‘I might not convince absolutely everybody, but I do like to discuss movies and music with people, particularly new stuff that I’m finding exciting. It’s good to be able to switch people on to new things.’

Bruce Haggerty 44, small business owner, Glasgow GNM consumer

Well-connected •

Knows a diverse range of people •

Wide media palette•

Adept at making obscure ideas •interesting to othersFilm and music•

Bridging Capital; ACTIVE (Information Hungry; Connected; Vocal; Exposed to Media)

‘He’s a sharp guy, if you’re going somewhere on holiday he’s probably been there, or at least knows some essential fact about the place. I don’t see that much of him, but it’s always interesting when I do.”

Source:

Maureen Pearson 55, social worker, London GNM consumer

Information hungry and •exposed to mediaVocal, particularly on current affairs•

Open to new experiences, •especially travel

Bridging Capital; ACTIVE (Traveller; Information Hungry; Vocal; Exposed to Media)

Source:

Maureen Pearson 55, social worker, London GNM consumer

Information hungry and •exposed to mediaVocal, particularly on current affairs•

Open to new experiences, •especially travel

Bridging Capital; ACTIVE (Traveller; Information Hungry; Vocal; Exposed to Media)

‘Dave and I often cut out articles we’ve found in the Guardian for each other and leave them in the office for everyone else to see. People come up to me to find out what I think about the articles.’

‘She’s always got something interesting to say about the news or what’s going on in the world. My friend told me she’s also got lots of new ideas when it comes to places to visit that are out of the ordinary.’

Walter Connors 23, management trainee, Leeds GNM consumer

Referenced by other influencers as •a source of great recommendationsIncreases the influence of others•

Bridging Capital; ACTIVE (Ahead in Adoption; Information Hungry)

‘I’m really interested in music and movies… and art too. I know a lot of people who do that kind of stuff for a living so I tend to be the one amongst my friends who says ‘hey, let’s check this or that out’.’

‘Walter’s always off to see some new band or watch some new film. I’ve gone along with him a few times when it’s sounded like it might be good and he’s generally right.’

Walter Connors 23, management trainee, Leeds GNM consumer

Referenced by other influencers as •a source of great recommendationsIncreases the influence of others•

Bridging Capital; ACTIVE (Ahead in Adoption; Information Hungry)

John McClure 55, lecturer, Leeds GNM consumer

Music, science and technology•

Uses the Guardian to find new ‘nuggets’ •

Researches ‘nuggets’ online•

A social hub; maintains links between •all school friends

Bridging Capital; ACTIVE (Ahead in Adoption; Connected; Information Hungry; Vocal)

John McClure 55, lecturer, Leeds GNM consumer

Music, science and technology•

Uses the Guardian to find new ‘nuggets’ •

Researches ‘nuggets’ online•

A social hub; maintains links between •all school friends

Bridging Capital; ACTIVE (Ahead in Adoption; Connected; Information Hungry; Vocal)

‘John is extremely reliable on technology. I’d make a beeline to his door if I was thinking about buying a new digital camera, hi-fi or what have you.’

‘I suppose I am the focal point of information, particularly when it comes to music and technology. They come to me for advice on technology, because they know I do my research!’

GNM outperforms on ACTIVE Possess qualities indicative of influence

Average

Qual news exc GNM

Non GNM

Index145

Ahead in Adoption

Connected

Traveller

Information Hungry

Exposed to Media

Bridging Capital - Index

More likely to possess Bridging CapitalThe ability to contextualise is vital

Bridging Capital Social Capital Cultural Capital

Qual news exc GNM

Non GNM

Bridging Capital

Weak Ties

Status Bargain

Status Bargain The basis of credibility

Jamie Biggs 25, trainee solicitor, Manchester GNM consumer

Shares ideas•

Feels it’s just as important to take •information onboard Driven by personal reputation•

Willing to incorporate others •opinions into his own

Status Bargain

Jamie Biggs 25, trainee solicitor, Manchester GNM consumer

Shares ideas•

Feels it’s just as important to take •information onboard Driven by personal reputation•

Willing to incorporate others •opinions into his own

Status Bargain

‘He’s good to talk to, and he’s a good listener. It always feels like a fairly mutual exchange.’

‘It is important that my colleagues respect me for my mind so I’ve made an effort to raise interesting topics of conversation.’

Mark Claydon 26, IT manager, Birmingham GNM consumer

Keen to develop his •understanding by taking on new ideas from other people and sourcesA broad social circle•

Status Bargain; Weak Ties

Mark Claydon 26, IT manager, Birmingham GNM consumer

Keen to develop his •understanding by taking on new ideas from other people and sourcesA broad social circle•

Status Bargain; Weak Ties

‘He’s going out with a medical student, so he knows lots of doctors, and consequently so do I. He also knows people from film, theatre and photography. I suppose if we all worked in the same area then less different information would arise.’

‘If I’m deciding which film to go and see (and probably even if I wasn’t) I would check out the Guardian online. Even if I disagree with what they’re saying it’s nice to have a different point of view.’

Index 100 = average adultAgree – ‘I like to read and hear about ideas that I disagree with’; Disagree – ‘I try to avoid getting into debates with others’; Disagree - ‘I am less likely to change my mind about things than other people’

Status Bargain - Index

A greater propensity to Status BargainAble to make more informed recommendations

Qual news exc GNM

Non GNM

Status Bargain vs ACTIVE

Ahead in adoption115

Connected

Traveller

Information hungry

Exposed to media

Status Bargain

Do not Status BargainIndex

Status Bargain = Greater influenceOpinions valued more by others

‘I trust people more if I know that they listen to what other people think, because they are more discerning.

As opposed to following something because they think it’s cool and having a preconceived idea, they’re more likely to have integrity.’

GNM consumer

‘Yes she is vocal, but she doesn’t just talk – she listens to what other people have to say. You always know that she’s really thought about it’

Non-GNM consumer on GNM consumer

listen to those who listen to opinions of others

Status Bargain

Bridging Capital

Weak Ties

Connected and influential

Status Bargain

Bridging Capital

Weak Ties

‘I’d be willing to bet that they [Guardian readers] probably dig a bit deeper for information, that they’re more connected than the average person. They’re probably greater influencers.’

Steve Barton, WOM UK

‘I think the role of the Guardian in pushing word of mouth is probably quite important… it’s readers come from more diverse backgrounds and they have more diverse networks – it’s not about sheer numbers.’

Jessica Greenwood, Contagious

‘The Guardian is all about being able to listen, to digest, take on another point of view and to change your side if you wish to, because actually there is no shame in changing your mind. Things like Comment is Free really encourage this kind of consideration.’

Anna Rafferty, Penguin / Pearson Group

‘I really like the Guardian. Even if I don’t specifically agree with what they’re saying it’s important to have your thinking challenged, and it feels like what they’re [the Guardian] about.’

GNM consumer

Guardian News & Media Driving and facilitating word of mouth

Identifying influential people

Influential people

Your target audience

Who are they?

What are they like?

Who communicate with and how?

How connected and influential?

How to reach them

All other TGI information

Influential people

Engaged Connected Influential

Word Of Mouth Presentation

Economy & Finance