26
©TNS 2012 ©TNS 2012 Earn your owned media Based on TNS Digital Life Martin Warmelink Director Technology & Media TNS Nipo
©TNS 2012©TNS 2012
Earn your owned media Based on TNS Digital Life
Martin WarmelinkDirector Technology & Media TNS Nipo
©TNS 2012
Digital Life
The Global Digital Growth Index
2
High Growth Index
High Internet Penetration
Low Growth Index
Low Internet Penetration
Low Penetration, High Index –Drive growth through engaged
early adoptersLow Penetration, Low Index– Tap into latent demand, plan for future opportunity
High Penetration, Low Index – Utilise large reach, engage outliers
High Penetration, High Index– Major opportunity, invest
heavily
South KoreaNetherlands
Ghana
China
©TNS 2012
Digital Life
69%
19%
19%
83%
Internet Penetration
30% 88%
68%
33%
47%
81%
Go online daily
Are brand fans on SN
Write about brands online
Research brands online
% of internet users that:
% of internet users that:
Social networks and advocacy present only a small opportunity for brands to grow through digital
Global Netherlands
3
Reach
Engage
Activate
Convert
©TNS 2012
Digital Life 4
Internet Penetration
% reading about brands
% writing about brands
Online users read comments far more than they write them
Tanz
ania
Ghan
aIn
dia
Ugan
daKe
nya
Paki
stan
Sout
h Af
rica
Indo
nesia
Egyp
tTh
aila
ndNi
geria
Phili
ppin
esPe
ruVi
etna
mM
exico
Ukra
ine
Rom
ania
Chin
aBr
azil
Colo
mbi
aM
oroc
coRu
ssia
Saud
i Ara
bia
Turk
eyAr
genti
naGr
eece
Port
ugal
Italy
Chile
Pola
ndM
alay
siaHu
ngar
ySp
ain
Irela
ndCz
ech
Repu
...Ho
ng K
ong
UAE
Fran
ceTa
iwan
Israe
lSl
ovak
iaAu
stria
Esto
nia
Sing
apor
eBe
lgiu
m USAu
stra
liaJa
pan
Cana
daGe
rman
ySw
itzer
land
Sout
h Ko
rea
UKNe
w Z
eala
ndLu
xem
bour
gFi
nlan
dDe
nmar
kNe
ther
land
sSw
eden
Norw
ay
©TNS 2012
Digital Life
Most written about
Least written about
Most read about
Least read about
Lots of noise, little interest –Track & respond to key
messages
Low online chatter – drive engagement through creative execution
High impact, low quantity – engage the influencers
Most advocated – Join the conversationTravel
Music
Tobacco
Camera
Mobile Phone
ISPPC
clothes
Advocacy can impact on some categories more than others, depending on how involved the category is
5
©TNS 2012
Digital Life 6
Who is the real Samsung??!!?
©TNS 2012
Digital Life
In mature markets like the Netherlands researching products and purchasing products on line is huge!
7
% using Digital to research products or services
% using Digital to purchase products or services
Internet Penetration
Tanz
ania
Ghan
aIn
dia
Ugan
daKe
nya
Paki
stan
Sout
h Af
rica
Indo
nesia
Egyp
tTh
aila
ndNi
geria
Phili
ppin
esPe
ruVi
etna
mM
exico
Ukra
ine
Rom
ania
Chin
aBr
azil
Colo
mbi
aM
oroc
coRu
ssia
Saud
i Ara
bia
Turk
eyAr
genti
naGr
eece
Port
ugal
Italy
Chile
Pola
ndM
alay
siaHu
ngar
ySp
ain
Irela
ndCz
ech
Repu
blic
Hong
Kon
gUA
EFr
ance
Taiw
anIsr
ael
Slov
akia
Aust
riaEs
toni
aSi
ngap
ore
Belg
ium US
Aust
ralia
Japa
nCa
nada
Germ
any
Switz
erla
ndSo
uth
Kore
aUK
New
Zea
land
Luxe
mbo
urg
Finl
and
Denm
ark
Neth
erla
nds
Swed
enNo
rway
©TNS 2012
Digital Life 8
People do more research for highly involved (and higher priced) purchases, and a greater percentage of this research takes place online
Cleaning products
Food Personal hygiene
Alcohol Prescription Medicine
Credit cards New Car TV Travel
9 10 10 920
45
80 73 73
22 2025
19
31
68
8987 87
% researching on-line
©TNS 2012
Digital Life
Influencing purchase behaviour used to be so simple...
9
©TNS 2012
Digital Life
...until the Internet came along
10
©TNS 2012
Digital Life
Word of mouth and other earned media play a strong role for consumers researching products online
11
6% 12% 12% 13% 14%
21%
35% 38% 41%
17%
28% 31%
56% 60%
12%
23% 25%
50% 52% 57%
69%
Bought media: Utilised by 67%
Owned media: Utilised by 84%
Earned media: Utilised by 85%
% using touchpoint to research
©TNS 2012
Digital Life
Zoom in: owned and earned mediaBrand websites still hugely important!!
12
Online retailer website
Brand website
Online consumer video
Consumer views on microblogs
Consumer views on SN
Expert review
Consumer review
Price Comparison site
28%
60%
12%
23%
25%
50%
52%
57%
Owned media: Utilised by 84%
Earned media: Utilised by 85%
% using touchpoint to research
©TNS 2012
Digital Life
The prominent touchpoints that influence Mobile device selection are brand websites, price comparisons and reviews
13
Owned media:Utilised by 87%
TV ads
Print ads
Brand website
Sales assistant
Retailer website
Word of mouth
Price comparison site
Consumer reviews
Expert review
Consumer views on microblogs
26%
23%
67%
58%
22%
72%
54%
44%
44%
18%
Bought media:Utilised by 51%
Earned media:Utilised by 80%
©TNS 2012
Digital Life
Highly Researched
Highly researched but rarely talked about – ensure information hungry consumers are kept up-to-date with info
Highly engaged and talkative consumers – engage via
multiple channels and touchpoints
Lightly Researched
High Levels of Category
WoM
Low Levels of Category WoM
Low levels of engagement – buy media or produce a campaign that’s engaging in its own right
Buzz heavy but important sources of information are
offline – earn media and invest in offline
Differing levels of research and buzz across categories, means different opportunities to engage consumers
14
Mobile
Personal Hygiene
Credit Cards
Cosmetics
Travel
©TNS 2012
Digital Life
BOUGHT
Buy media or produce a campaign that is engaging in its own right
EARNED
Earn media and invest in offline communication
OWNED
Ensure information-hungry consumers are kept up-to-date with information
EARNED & OWNED
Engage customers through multiple channels and
touchpoints
High Levels of Category WoM
And define the optimal mix of media across product categories
15
Highly Researched
Low Levels of Category WoM
Lightly Researched
©TNS 2012
Digital Life
Earned and owned media BOTH important
16
New cars
TV
Mobile phones
Cameras
Insurance policy
A PC/Laptop/Tablet
Banking products
Holiday/travel
Over-the-counter medicines
Personal care products
Credit cards
Food
Baby care products
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Manufacturer's/service provider websites Consumer product review sites
©TNS 2012
Searching, searching, searching21.49: Google: Samsung tv21.50: Plasma discounter.nl
Samsung UE40D6500Specs
22.04: Google: UE40D650022.04: Tweakers
Expert reviewSpecs Afbeeldingen
22.08: Google: UE40D650022.09: Beste product.nl
video22.15: Google: Samsung 22.15: Samsung
SpecsWhat is smarttv
22.30: KieskeurigLees reviews
22.39: Google: UE40D700022.39: Kieskeurig
Lees reviews22.57: Plasmadiscounter
youtube filmpje23.02: Google: Philips 40PFL8608
The searching continues!!!
Session: 70 minutesVisited: 1 e-tailer
5 times back to google1 time you tube
2 cons/prof. review / price comp.2 prof. review / price comp.
2 manufacturer sites
Source: TNS NIPO clicks
©TNS 2012
Digital Life
Shoppers go to brand sites, to price comparison sites and review sites
All in one session
We all know this!!
Brands:Can you combine them?Should you combine them?
18
©TNS 2012
Digital Life 19
Some brands try to get reviews on their Websites- Getting them selves
©TNS 2012
Digital Life 20
©TNS 2012
Digital Life 21
Some brands try to get reviews on their WebsitesCollaborate with review specialists
©TNS 2012
Digital Life 22
Some brands try to get reviews on their WebsitesCollaborate with e-tailers
©TNS 2012
Digital Life 23
©TNS 2012
Digital Life
So, what should brands do?
The facts- Brand websites are important in the shopping process- Shoppers are looking for reviews- Many brand sites are static and specs driven - Reviews can give a personal touch to your brand. You are open to criticism (Everyone makes mistakes) and you can show what you do with it- You can keep shopperson your site and convert
Questions- Do people trust it?- Do it yourself or collaborate?- Are your products and services good enough to be open?- Does it help your brand in the conversion as well?
24
©TNS 2012
Digital Life
Do itCollaborate
Build on your imageConvert
Earn your owned Media
25
©TNS 2012©TNS 2012
Earn your owned media
Based on TNS Digital Life Martin WarmelinkTNS NIPO
