‘oppa brand buzz survey’ research - results. online professional publisher association (oppa)...

‘OPPA Brand Buzz Survey’

Research - Results

Online Professional Publisher Association (OPPA)

• Belgian publishers share know-how about the evolution of digital content and its influence on journalism.

• Common surveys relevant for publishers, advertisers, institutes, media agencies, …

• Defend the importance of online content and branding

Focus on cost per acquisition buying

methods

Social media, the place to be to start a

conversation with consumers

CPA = GENIOUSbut

BRANDING = KEY

Content = Trust

Relevance

Relevance = Trust

PROFESSIONALS

OPPA – Trust Study – March 2011

SOCIAL MEDIA is not the only place of

BRAND CONVERSATIONS

OPPA Brand Buzz Survey

1. Do content sites generate conversations, and which factors drive the conversation ?

2. What drives those conversations with Belgian visitors?

3. What do these powerful conversations mean for brands ?

Methodology

• Online interviews (CAWI)

• Duration: 15min

• 1 month field survey , from June 26 until July 26 2012

• Weighted against online Belgian population, 15+ (CIM)

• Recruiting through bannering on OPPA websites

A few statistics…

• Completed interviews : 1981• Analyzed conversations: 3816• Analyzed brand mentions: 6328

Do content sites generate conversations and which factors drive the conversation?

“Italianen hebben met Ferrero (nutella,

kinder, rocher, …) de wereld veroverd.”

“Orval is en blijft ook super”

“Het toeval wil dat we uitgerekend vrijdag zijn overgeschakeld

van Telenettelevisie naar Belgacom. Als

ik dat lees, ben ik echt blij”

“Is er een oorlog tegen voeding aan de gang waarvan ik niets heb vernomen? Waarom is McDonalds ineens minder gezond dan

gezegd?”

“Liever 1 iPad meesleuren dan 10

kilo boeken.”“Einstein had geen iPad, maar een bord en krijt.”

“Finaal is ook enkel Coca Cola "the real thing"

“ben gelukkig met kleren uit H&M, C&A, Zara, Pimkies”

In mijn Corsa CDTI zit ook een Fiat motor. Even schrikken, maar ik ben er super tevreden van. Vijf jaar en half trouwe dienst, zonder enige gebreken.

Il faut bien choisir la peinture pour la cuisine special mur cuisine et sdb; Pour le living il y a Colores Del Mundo de Levis voici un lien

9 out of 10 visitors talk about brands on

a regular basis

Which SOURCE encourage the brand

conversation ?

A purchase / experienc

e

Online content

An ad

The press, tv or radio

Which source(s) lead(s) you or your interlocutor to have a conversation regarding « Category X » ? (Several possible answers)

n= 3816

25% : past purchase23% : experience24% : future purchase

20%

11%

12%

WHERE did they see/hear an INSPIRING

AD ?

If it was an advertisment, through what medium/media was it presented (multiple answers possible) ?

n= 718

HOW do they communicate about

brands ?

86,6 %43,5 %

35 %

9,5 %

n= 1981 How do you communicate about brands ?

WHERE do they COMMUNICATE about

brands ?

Video websit

es

Classifieds w

ebsites

E-commerce

Brand websit

es

Web porta

ls

Forums o

r blogs

Social m

edia

Content site

s

8.2% 9.0%

23.4%27.6% 29.4% 30.0%

40.2%

58.0%

n= 693On which website(s) do you communicate online about brands ?

Sites where content is written by journalists create reasons for

consumers to talk about brands and create buzz

What drives these conversations with Belgian visitors ?

About WHICH BRANDS do they talk ?

n= 1981For which category/categories of products do you consider yourself to have a particular interest that is greater than average ? (Max. 3 answers) – TOP 5 only

Ryanair is cool, punt.

Er gaat niks boven een grote pot

Nutella !!!

Net een bezoekje

gebracht bij torfs voor de oranje pumps

Hoewel de prijs iets hoger ligt,

zou ik RoC Repulpant Éclat toch aanraden

Ik doe mijn inkopen bij

Delhaize. Met Colruyt

bespaar je echter al een stuk

FOOD48,1%

HOLIDAYS45,4%

FASHION34,5%

BEAUTY48,1%

SUPERMARKETS

22,5%

n= 1981For which category/categories of products do you consider yourself to have a particular interest that is greater than average ? (Max. 3 answers) – TOP 5 only

faudra y aller fort pour faire moins cher que scarlet

one (le low cost de Belgacom)

Met Steve Jobs waren die

problemen er niet geweest! Idem voor de andere foutjes

die Apple de laatste tijd maakt

Jetair is inderdaad een

goede maatschappij om mee te vliegen

Longue vie à Exki où j'aime

aller me chercher un de leur

délicieux café

Vorige groepsaankoop ben ik van Electrabel overgeschakeld

naar Essent gezien een ik een mooie

korting kreeg

What do they SAY ?

Recommend brands very

often or often

Talk about new products/services

before/after purchase

Get called for recommendat

ions almost always/often

Initiate or contribute to conversations about brands

REGULAR

51%

LIGHT

40%

REGULAR

23%

LIGHT

12%

REGULAR

90%

LIGHT

73%

REGULAR

89%

LIGHT

75%

Note: OPPA regular users go to OPPA sites multiple times per week, light users less

n= 1981

54% opinion leaders, always willing to advice others and share brand

experience

Positive and negative TONE OF VOICE

n= 6328How was “Brand X” mentioned ? – Positively or very positively.

How was “Brand X” mentioned ? – Negatively or very negatively.

n= 6328

What is the AIM of the conversation ?

29% of conversations aim to CONVINCE others

35% of conversations aim to INFORM OR GET INFORMED

11% aim to get ADVICE

25% are neutral or have other purposes

n= 6328What was the aim of the conversation regarding « Brand X » (multiple responses possible) ?

Content sites attract opinion leaders, always willing to advice

others and sharing their

brand experience, which makes them brand

ambassadors

What do these powerful conversations mean for brands ?

n= 3816What was the conversation about « Category X » regarding ? (3 answers max)

Conversations spread along the whole purchase funnel

HIGH

CLIENTSNON-CLIENTS

LOW

Buzz & Ambassadorship maps establish a brand benchmark

HIGHLOW

NEGATIVE

POSITIVEGOOD BUZZ

LATENT BUZZ

DEATH ZONE

MIXED BUZZ

TONE OF VOICE

INTENSITY (VOLUME)

Is a brand generating buzz ? How much & how strong compared to its competitors ? Is word of mouth entirely positive or mixed ?

BUZZ MAP

WHO IS TALKING

AMBASSADORSHIP MAP

AMBAS-SADORS

ADMIRERS

IMAGE KILLERS

WARNING GIVERS

NET PRO-MOTION

Are brand ambassadors doing the talking or non-clients bashing brands ? How do brands compare within each category ?

NEUTRAL

Map explanation:Tone of voice: tone of the brand mentions in the past conversationsIntensity: number of mentions

Map explanation:Net promotion: % who persuade minus % who dissuade, compared vs peersWho is talking: clients, non clients, or mix

HIGHLOW

NEGATIVE

POSITIVE

FURNITURE

CONSUMER TECH

HOLIDAYS

FASHIONCARS FOOD

SUPERMARKETSDRINKS

BEAUTY

HOUSEHOLD PRODUCTS

INTERNET/TELECOM/TVBANKING/INSURANCE

ENERGY

Buzz MapWhich brands are creating the conversations? (Summary at category level)

n= 6328Note: position on graph show relative performance vs other categories

• Negative correlation between tone and intensity

• Services provoke more conversations yet are prone to negative feedback

• Products positive conversations.

GOOD BUZZLATENT BUZZ

DEATH ZONE MIXED BUZZ

TONE OF VOICE

INTENSITY (VOLUME)

More than 50% is still positive

CLIENTSNON-CLIENTS MIX

HIGH

Ambassadorship mapWho is talking & why ? (Summay at category level)

n= 6328Note: position on graph show relative performance vs other categories

NET PROMOTION

WHO IS TALKING

• Positive correlation: ambassadorship and client base

• Considered goods/services generate conversations from non clients to gain information about the product before purchase.

• Everyday goods generate conversations mostly from clients

AMBASSADORSADMIRERS

IMAGE KILLERS WARNING GIVERS

FURNITURE/DECORATIONCONSUMER TECH

FASHIONCARS

FOOD

SUPERMARKETS

BEAUTY

HOUSEHOLD PRODUCTS

INTERNET/TELECOM/TV

BANKING/INSURANCE

ENERGY

HOLIDAYS

LOW

Visitors of content sites have an influence on

brands during the whole purchase funnel, from awareness to purchase

and advocacy

TOP 10 - FOOD

29%Inspired by ADS when staring a conversation

36 % of the conversation aim to CONVINCE

others

62% (regular users) Recommend food brands often or very

often

Up to 95% of the conversations are

POSITIVE

Av. 20% Av. 25%

Av. 48% - 87%Av. 51%

TOP 10 - DRINKS

30,5%Inspired by ADS when staring a conversation

27,8 % (regular users)

get called for recommendations often / very often

62,8% (regular users) Recommend drink brands often or very

often

Up to 94% of the conversations are

POSITIVE

Av. 20% Av. 23%

Av. 48% - 87%Av. 51%

TOP 10 - SUPERMARKETS

35,7%Inspired by ADS when starting a

conversation

54 % (light users)

recommends brands often /very often

Av. 20% Av. 45%

Av. 48% - 87%Av. 19,6%

Up to 93% of the

conversations are POSITIVE

25,3%Inform others

on a product or service

1. Qualitative content sites create reasons for consumers to talk about brands, which allows marketers to reach highly engaged targets through advertising in a premium environment.

2. 1 out of 2 visitors are opinion leaders, highly influenced by brand experiences when talking about brands. Content sites are able to intensify brand experience.

3. Content sites play an important role during the whole purchase funnel, from awareness to purchase and advocacy.

THANKYOUSiska Truyman – OPPA CoordinatorSiska.truyman@theppress.be+32 (0) 497 03 91 22www.twitter.com/OPPAbelgium