Welcome to Soup

© Soup 2010

“Simply by finding and

reaching those few special

people who hold so much

social power, we can shape

the course of social

epidemics…Look at the world

around you…With the

slightest push – in the right

place – it can be tipped”.

Malcolm Gladwell

The Tipping Point

“Word of mouth the most powerful media”

2009

2007: 78%

2007: 63%

WOM even more powerful now

Neilson

WOM is 50 times more likely to

generate a purchase than

other mass media vehiclesMcKinsey Quarterly 2010

A new way to manage word-of-mouth marketing

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Industry leading research

Australia’s first

comprehensive

measurement of brand-

related online and offline

conversations with US

agency Keller Fay: 3,000

interviews tracking over

35,000 branded

conversations.

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Talktrack Australia: WOM by category

Food & Dining

Media & Entertainment

Sports, Recreation & Hobbies

Beverages (Alc & Non-Alc)

Telecommunications

Shopping & Retail

Technology

Health & Healthcare

Travel Services

Automotive

Financial Services/Insurance

Major Home Appliances

Household Products

Personal Care & Beauty

Children's Products

67%

62%

51%

50%

47%

46%

46%

44%

41%

38%

35%

28%

26%

23%

17%

59%

55%

42%

48%

39%

36%

39%

40%

21%

37%

34%

29%

24%

25%

23%

Australia

US

Share of Conversations by Category

Base: Respondents (TalkTrack® Australia, n=2,829; TalkTrack® U.S. n=2,691).Source: TalkTrack® Australia (April 7 – May 10, 2010), TalkTrack® U.S. (April 2010). 6

7

Number of conversations

Australia US

67.8 65.7

Average Weekly Branded Conversations

Across All Categories

Base: Respondents (TalkTrack® Australia: Total Public, n=2,829; TalkTrack® U.S.: Total Public, n=2,691).Source: TalkTrack® Australia (April 7 – May 10, 2010), TalkTrack® U.S. (April 2010).

68.3 67.2

16-17 18-29 30-39 40-49 50-69

68.7

81.3

66.963.4

59.5

Age:

Gender:

Top brands by share of total mentions

Top Brands Across All Product Categories by Total Mentions

Base: Brand Mentions (TalkTrack® Australia, n=28,267; TalkTrack® U.S., n=25,975)

Source: TalkTrack® Australia (April 7 – May 10, 2010), TalkTrack® U.S. (April 2010)

Top Australian Brands Top US Brands

Rank% of WOM

mentionsBrand Rank

% of WOM

mentionsBrand

#1 1.9% Telstra #1 1.4% Verizon

#2 1.3% Optus #2 1.4% AT&T

#3 1.2% Coles #3 1.3% Coca-Cola

#4 1.2% Apple Computer #4 1.2% Pepsi

#5 1.1% Coca-Cola #5 1.1% Walmart

#6 1.1% Sony #6 1.0% Ford

#7 1.0% AFL #7 0.9% Apple Computer

#8 1.0% Woolworths #8 0.8% McDonald’s

#9 0.9% Qantas #9 0.7% Dell Computers

#10 0.9% McDonald’s #10 0.7% Toyota

Base: Brand Mentions (TalkTrack® Australia, n=28,267; TalkTrack® U.S., n=25,975).Source: TalkTrack® Australia (April 7 – May 10, 2010), TalkTrack® U.S. (April 2010). 8

Top brands by share of total positive mentions

Top Brands Across All Product Categories by Positive Mentions

Top Australian Brands Top US Brands

Rank% of Positive

WOM

mentions

Brand Rank% of Positive

WOM

mentions

Brand

#1 1.7% Apple Computer #1 1.9% Coca-Cola

#2 1.2% Coles #2 1.6% Pepsi

#3 1.2% Sony #3 1.1% Ford

#4 1.2% Coca-Cola #4 1.1% Verizon

#5 1.1% Holden #5 1.1% Walmart

#6 1.1% Toyota #6 0.9% McDonald’s

#7 1.0% Nokia #7 0.8% Chevrolet

#8 1.0% AFL #8 0.8% Apple Computer

#9 1.0% LG #9 0.8% Dell Computers

#10 0.9% McDonald’s #10 0.7% Sony

Base: Positive Brand Mentions (TalkTrack® Australia, n=9,178; TalkTrack® U.S., n=8,691) .

Source: TalkTrack® Australia (April 7 – May 10, 2010), TalkTrack® U.S. (April 2010). 9

Top Media brands by share of total mentions

Top Brands Across Media & Entertainment Category by Total Mentions

Base: Brand Mentions (TalkTrack® Australia, n=28,267; TalkTrack® U.S., n=25,975)

Source: TalkTrack® Australia (April 7 – May 10, 2010), TalkTrack® U.S. (April 2010)

Base: Brand Mentions (TalkTrack® Australia, n=28,267; TalkTrack® U.S., n=25,975)

Source: TalkTrack® Australia (April 7 – May 10, 2010), TalkTrack® U.S. (April 2010)

Top Australian Brands Top US Brands

Rank% of WOM

mentionsBrand Rank

% of WOM

mentionsBrand

#1 2.8% Foxtel #1 2.4% American Idol

#2 2.5% Avatar #2 2.3% Disney

#3 2.4% Channel 7 #3 2.0% Avatar

#4 2.4% Channel 9 #4 1.8% ESPN

#5 2.1% Underbelly #5 1.5% Lost

#6 1.8% Master Chef #6 1.5% Dancing With The Stars

#7 1.7% ABC #7 1.3% CSI

#8 1.4% Channel 10 #8 1.2% NBC

#9 1.3% Home and Away #9 1.1% FOX

#10 1.3% The Biggest Loser #10 1.1% Survivor

Base: Brand Mentions (TalkTrack® Australia, n=3,660; TalkTrack® U.S., n=3,111) .Source: TalkTrack® Australia (April 7 – May 10, 2010), TalkTrack® U.S. (April 2010). 10

How does it fit with a media plan?

Word of Mouth Marketing Association

Soup are one of the

foundation members of

WOMMA (a global

organisation), and are

governed by a strict code of

ethics involving:

+ Trust

+ Integrity

+ Honesty

+ Responsibility

+ Privacy

We are governed by a code that promotes ethical and responsible Word of Mouth Marketing.

A short history of Soup

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Leading: Since 2006. The first

and the largest WOM agency

in Australia.

Experts: Soup was born from a

research agency;

understanding influencers and

measurement is our strength.

Influence: Australia/NZ most

Influential community of

people with over 60,000

members.

Recent Awards:

Recognised for good ideas:Best Experiential Campaign (TED)

Australian Marketing Institute 2009.

Recognised for effectiveness:Effective Healthcare Campaign

EFFIE (Media Effectiveness) 2009.

Recognised by our peers:Finalist Creative Agency of the Yr

Mumbrella 2009.

Companies adding Soup:

Campaigns across 21 categories with ongoing repeat clients –the most experienced and trusted WOM agency

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© Soup 2009

Souper insights

The Soup menu

Seeding

Long-term ambassador programs

Education programs

Online community

management

Social MediaSEO/SEM Boost

Traffic generation

WHO: Influencer based

approach, the leaders.

There is no one influencer across all categories.

A campaign is reliant on

ensuring that the right

Influencer is identified as the most potent source to

spread the word furthest.

Soup WOM Model

IMPACT : Effective and enduring WOM that will

carry a credible and highly relevant recommendation and message through the market.

HOW: Igniting the power of

Influencers to create WOM.

Activating networks and empowering people

(through ownership) is key

to positively pre-disposing

them and giving them a reason have those

valuable conversations.

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Souper snapshot (65,000 Soupers)

Demonstrating the influence of the Soup Network 17

Forrester User Statistics 2008

Soup influencer average

Forrester „Groundswell‟ segments of online user (3 of 6)

Creators: Bloggers (publish webpage, upload videos etc)

Critics: Comment on blogs; contribute to forums; write product reviews

Joiners: Social networkers (Facebook, Twitter, Myspace, Bebo, LinkedIn etc)

Creators

Critics

Joiners

Social network

Contribute to blog/

forum

Upload videos

Moderate forums

Publish a blog

Twitter

Use RSS

None

Key characteristics of influencers

The influencer selection process

A rigorous process to match the best Soupers to each project

Soup selects

Invite to

apply

Soup analysis

Confirm

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Using known information from the Soup joining

survey we identify the best matched Influencers

from our community.

We invite them to apply to be part of a new

exciting project by completing a detailed survey.

They are not made aware what product it is.

Both quantitative & qualitative data are analysed to

determine suitability, interest and desired impact for

this project.

Soupers are then told about the project and asked

to confirm they can comply with the requirements.

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1,000 seeds

14,000 Conversations

78,400 Conversations

219,520 Conversations

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6

3

311,920 highly

targeted

conversations

How Word of Mouth works

Predicted Online Conversation Reach (one

month) 1,500 seeds

Total online reach in one month: 330,71321

Social

networks/

twitter

Forums/

Message

board

posts

Forum

moderator

/offer

Email Blogs

Campaign

integration

rate

85%

(1,275)

50%

(750)

20%

(300)

85%

(1,275)

19%

(285)

Average

Audience

Size

350 30 980 10 1,050

Cut

through

rate

30% 30% 30% 95% 30%

Average

reach

133,875 6,750 88,200 12,113 89,775

*Metrics based on bespoke research conducted with audiences of Social Media for Renault 2009

** Note: May be crossover in audience with online/offline/social networks

Online conversation examples

TED posts

Smirnoff posts

Soup online review tool

+ Soup currently have over

7,500 reviews on products

after launching a review tool 3 months ago.

+ Each project now has a

review function for Soupers

to further spread the word in the online environment

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Social sharing tool

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• Pastes into Facebook

• High rates of sharing

• Provides trusted and

recommended

• Cut through within the

Facebook environment

Soup Online project community

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The project community

provides a forum for influencers

to share their experiences and

thoughts with others.

Ongoing, 85% of Soupers will

contribute to an online forum

for their project (industry activity

averages sits at about 5%)

Welcome to the Philips

project community

WOM Evaluation and ROIWe conduct measurement at one month and three months via online surveys.

Other brand/product

measures: Usage/frequency,

repeat purchase, efficacy,

satisfaction, comparison to

other alternatives, user profile,

barriers to usage etc.

Communications feedback

Most effective messaging

and channels for

communications

No. of conversations

Reach of the campaign.

WOM Messaging:

Themes and sticky messages

Net Promoter Score:

Propensity to recommend.

Purchase intent (one month)

Actual purchase (three

months)

Measurement of spread to

other ripples

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Campaign Measures Product/brand insights