‘oppa brand buzz survey’ research - results. online professional publisher association (oppa)...
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‘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 [email protected]+32 (0) 497 03 91 22www.twitter.com/OPPAbelgium