intv - how to harness the power of conversations - full presentation
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It is widely accepted that brands which harness the power of conversations exponentially increase the value of their paid media with earned media. However, it is a common misconception that social media is the golden bullet when it comes to generating buzz - only 10% of conversations about brands are online and this research shows that less than 5% are in social media. The vast majority of brand conversations are actually in the real world among real people. So what gets the conversation started in the first place? And what influences the tone of voice used and ultimately what impact does that have on brand consideration and sales? In November 2012 the inTV group commissioned InSites Consulting, which is an award winning specialist agency in the field of WOM research, to help answer these questions. InSites conducted a large scale survey of over 1,600 online interviews across 5 European countries (UK, France, Germany, Italy and Spain) among matched samples of inTV viewers and non-viewers. The research focused on 6 key product categories and maps conversations at a brand level in the following sectors - banking & finance, automotive, travel destinations, mobile/tablets, airlines and watches.TRANSCRIPT
Welcome
How brands harness the power of
conversations with transmitters!
Ghent I Rotterdam I London I Timisoara I New York
www.insites-consulting.com
Presented by: Simon McDonald I Business Director I InSites Consulting
Belinda BarkerI Chairperson I inTV Group
Date: 31st January 2013
The Power of Conversations
Word of Mouth important
Reach the influencers to spread the word
Word-of-mouth recommendations are effective
Word of mouth increases Life
Time Value
The positive effects of
stimulated word of
mouth
Ad Brand Conversations
impact buying activation
Word of mouth and positive advocacy
biggest driver of purchase intention
About our beliefs in advertising….
Advertising should be the start of a conversation…a positive
conversation about brands and products
Says what
And what are the outcomes and actions?
It’s not about Social Media
10
90
90% of conversations about brands are offline
On line Offline
PS! O
Regular inTV viewers
Understand conversations, influence and talkability about brands
airlines
Six Categories
118 brands
Methodology
1,600 interviews on-line interviews
Top income earners in non viewer
sample boosted to match viewers
November 2012
inTV viewers* Non viewers**
France 200 200
Germany 200 200
Italy 100 100
Spain 100 100
UK 200 200
*Regular viewers of international
channels (at least once a week)
**non viewers of international
channels (still watch TV)
The Power of Conversations
Conversations about
categories
Brands mentioned in conversations
Tone of voice towards brands
Likelihood to change other
peoples opinions
Effect of conversations on purchase funnel
Connectors, Mavens, Sales
people and CHAMPIONS
Dimension 1: Frequency How often is a brand or topic discussed by consumers?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Monthly
Weekly
Daily
Category Conversations - Frequency
Q. How often do you have a conversation about each of the following topics?
Banking Smartphones/
Tablets Motors Travel
Destinations Airlines Watches
Weekly Conversations about Categories inTV v non viewers
0%
20%
40%
60%
inTV non inTV Q. How often do you have a conversation about each of the following topics?
Index (inTv viewer compared to non-viewer)
147 141 159 163 286 533
0% 20% 40% 60% 80% 100%
inTV Non inTV
Who is the conversation with?
Q. Who was involved in this conversation? Please select all that apply.
Family or friends
Colleagues
Business contacts
Contacts via blogging or
social media
Q. Thinking about <insert category>, which brands have you had a conversation about in the last 4 weeks? Base: Had a category conversation
Brands Mentioned in Last 4 weeks Top 3 by category
30%
21%
15%
Santander
Barclays
BNP Paribas
42%
31%
30%
Rolex
Omega
Swatch
38%
36%
35%
Air France
British Airways
Lufthansa
45%
25%
20%
USA
Australia
Canada
70%
53%
17%
Apple
Samsung
Blackberry
39%
35%
34%
Audi
Volkswagen
BMW
Q. Thinking about <insert category>, which brands have you had a conversation about in the last 4 weeks? Base: Had a category conversation
Motors Brands Mentioned in Last 4 weeks Top 3 by country
39%
35%
34%
Audi
Volkswagen
BMW
49%
48%
42%
Renault
Peugeot
Audi
34%
34%
28%
Audi
Ford
BMW
49%
41%
40%
Volkswagen
Mercedes Benz
Audi
40%
36%
36%
Audi
Volkswagen
BMW
48%
39%
30%
Fiat
Audi
BMW
Q. Thinking about <insert category>, which brands have you had a conversation about in the last 4 weeks? Base: Had a category conversation
Brands Top 10 Brands – Past 4 week conversations
Branded Conversations = 91%
70%
53%
17%
16%
14%
11%
8%
6%
5%
4%
Apple
Samsung
Blackberry
Nokia
HTC
Sony Ericsson
LG
Acer
Asus
Motorola
3.6
2.8
2.0
2.0
1.7
1.5
Brands Mentioned Mean brands mentioned in previous 4 weeks
Total
3.3
2.5
1.9
1.9
1.5
1.3
Non Viewer
2.8
1.7
1.8
1.7
1.2
1.1
Q. Thinking about <insert category>, which brands have you had a conversation about in the last 4 weeks? Base: Had a category conversation
Dimension 2: Tone-of-voice Is a brand or a topic discussed in a positive or negative manner?
Q. During this recent conversation about <insert category from Q5> you said you discussed the brand(s) listed below. Were the discussions about each of these brands positive or negative? Base: Had a branded conversation about the category (allocated randomly to max. 3 only).
Sentiment is usually positive towards brands Tone of voice – total category level
Mean score
8.0 7.5 7.5 7.1 7.2 5.3
-30%
-10%
10%
30%
50%
70%
Positive – scores 8-10 Negative – scores 0-4
Q. To what extent did the conversation change the opinion of others towards each of these brands after the conversation? Base: Had a branded conversation about the category (allocated randomly to max. 3 only).
Conversation Impact is usually positive Opinion change - others
Mean score
6.9 6.3 6.3 6.2 6.2 5.4
-30%
-10%
10%
30%
50%
70%
Positive – scores 8-10 Negative – scores 0-4
-20%
0%
20%
40%
60%
80%
Travel Destinations – inTV viewers more positive Tone of Voice & Impact - Others
Mean score
Tone of Voice Impact on Others
7.6 7.3 6.7 5.9
Non
Non
Positive – scores 8-10 Negative – scores 0-4
Conversations Conversation Mapping – Impact
Tone of Voice + + + - - -
Imp
act
on
Oth
ers
+
++
-
- -
Bubble size reflects the volume of category conversations (past 4 weeks).
Co
nve
rsat
ion
imp
act
– ch
ange
in o
ther
s o
pin
ion
to
war
ds
the
bra
nd
Positive or negative ‘tone of voice’ towards the brand during the conversation
Conversations - Banks Conversation Mapping – inTV Viewers versus non-viewers
Tone of Voice + + + - - -
Bubble size reflects the volume of category conversations (past 4 weeks).
Co
nve
rsat
ion
imp
act
– ch
ange
in o
ther
s o
pin
ion
to
war
ds
the
bra
nd
Positive or negative ‘tone of voice’ towards the brand during the conversation
Non
Imp
act
on
Oth
ers
+
++
-
- -
Conversations - Airlines Conversation Mapping – inTV Viewers versus non-viewers
Tone of Voice + + + - - -
Bubble size reflects the volume of category conversations (past 4 weeks).
Co
nve
rsat
ion
imp
act
– ch
ange
in o
ther
s o
pin
ion
to
war
ds
the
bra
nd
Positive or negative ‘tone of voice’ towards the brand during the conversation
Non
Imp
act
on
Oth
ers
+
++
-
- -
Conversations – Smartphones/Tablets Conversation Mapping – inTV Viewers versus non-viewers
Tone of Voice + + + - - -
Bubble size reflects the volume of category conversations (past 4 weeks).
Co
nve
rsat
ion
imp
act
– ch
ange
in o
ther
s o
pin
ion
to
war
ds
the
bra
nd
Positive or negative ‘tone of voice’ towards the brand during the conversation
Non Imp
act
on
Oth
ers
+
++
-
- -
BASHING
Conversations - Motors Conversation Mapping – inTV Viewers versus non-viewers
Tone of Voice + + + - - -
Bubble size reflects the volume of category conversations (past 4 weeks).
Co
nve
rsat
ion
imp
act
– ch
ange
in o
ther
s o
pin
ion
to
war
ds
the
bra
nd
Positive or negative ‘tone of voice’ towards the brand during the conversation
Non
Imp
act
on
Oth
ers
+
++
-
- -
BASHING
Conversations – Travel Destinations Conversation Mapping – inTV Viewers versus non-viewers
Tone of Voice + + + - - -
Bubble size reflects the volume of category conversations (past 4 weeks).
Co
nve
rsat
ion
imp
act
– ch
ange
in o
ther
s o
pin
ion
to
war
ds
the
bra
nd
Positive or negative ‘tone of voice’ towards the brand during the conversation
Non
Imp
act
on
Oth
ers
+
++
-
- -
BASHING
Conversations - Watches Conversation Mapping – inTV Viewers versus non-viewers
Tone of Voice + + + - - -
Bubble size reflects the volume of category conversations (past 4 weeks).
Co
nve
rsat
ion
imp
act
– ch
ange
in o
ther
s o
pin
ion
to
war
ds
the
bra
nd
Positive or negative ‘tone of voice’ towards the brand during the conversation
Imp
act
on
Oth
ers
+
++
-
- -
Non
BASHING
Conversations – All categories Conversation Mapping – inTV Viewers versus non-viewers
Tone of Voice + + + - - -
Bubble size reflects the volume of category conversations (past 4 weeks).
Co
nve
rsat
ion
imp
act
– ch
ange
in o
ther
s o
pin
ion
to
war
ds
the
bra
nd
Positive or negative ‘tone of voice’ towards the brand during the conversation
Imp
act
on
Oth
ers
+
++
-
- -
Dimension 3: Impact If any, what was the impact of a conversation about a brand or topic?
Awareness
Opinion
Consideration
Preference
Purchase
Classic Purchase Funnel
Impact & Influence - Others Purchase Funnels – Watches
Q. Which of the following statements best describes the outcome of this conversation for the other people involved? Please select all that apply for each of the brands shown below. Base: Had a branded conversation about the category (allocated randomly to max. 3 only).
Taught them new things about a
certain product/brand
Triggered them to look up
information on product/brands
Triggered them to share
information on product/brands
Reassured them that they had
chosen the right product/brand
Made them consider a certain
brand
Convinced them to choose a
certain brand
Made them buy or try a certain
brand
inTV viewer Non-Viewer
175
159
117
119
124
167
175
Index
Impact & Influence - Others Purchase Funnels – Cars/Motors
Q. Which of the following statements best describes the outcome of this conversation for the other people involved? Please select all that apply for each of the brands shown below. Base: Had a branded conversation about the category (allocated randomly to max. 3 only).
Taught them new things about a
certain product/brand
Triggered them to look up
information on product/brands
Triggered them to share
information on product/brands
Reassured them that they had
chosen the right product/brand
Made them consider a certain
brand
Convinced them to choose a
certain brand
Made them buy or try a certain
brand
inTV viewer Non-Viewer
145
119
132
147
117
200
267
Index
Dimension 4: Influence Are inTV viewers more influential transmitters than non viewers
The Pillars of Influence – Motors Example (also known as connectors, mavens, sales people)
Motors Example
Connectors Sales People Mavens
“I talk to lots
of people”
“I’m an
expert in this
area”
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% convince
“I provide
lots of
information”
“I can
convince
others a lot”
And the CHAMPIONS?
• We talk to lots of people
AND
• We provide lots of information/are an expert
AND
• We convince others a lot
CHAMPIONS
Champions by category - total
3.4%
8.3%
7.0%
1.4%
4.2%
2.6%
Champions
Impact & Influence - Others Purchase Funnels – category totals
Q. Which of the following statements best describes the outcome of this conversation for the other people involved? Please select all that apply for each of the brands shown below. Base: Had a branded conversation about the category (allocated randomly to max. 3 only).
Taught them new things about a
certain product/brand
Triggered them to look up
information on product/brands
Triggered them to share
information on product/brands
Reassured them that they had
chosen the right product/brand
Made them consider a certain
brand
Convinced them to choose a
certain brand
Made them buy or try a certain
brand
All respondents Champions
53%
21%
45%
24%
37%
18%
18%
0%
2%
4%
6%
8%
10%
12%
5%
2%
11%
5%
10%
4%
2%
0.3%
6%
3%
4%
1%
inTV Non inTV
Influential Transmitters - Champions inTV viewers v non viewers by category
The Multiplier Effect
Conversations about
categories
Brands mentioned in conversations
Tone of voice towards brands
Likelihood to change other
peoples opinions
Effect of conversations on purchase
funnel
Connectors, Mavens,
Sales people and
CHAMPIONS
The MULTIPLIER EFFECT OF
inTV transmitters
+33% monthly
+56% Last
conversation
+11% Positive change
+8% Tone of Voice
+36% Actions for
others
+149% Champions
Thank you