word of mouth presentation
DESCRIPTION
Our word of mouth/advocacy research for Guardian News & Media.Our brief was to examine the dynamics of word of mouth, how it compares across different product categories, and ultimately to create a powerful sales case for The Guardian (print and online).TRANSCRIPT
Exposure Engagement Word of mouth
The hypothesis
Engaged Connected Influential
Engagement
A definition and quantitative measure of media engagement for national newspapers
Proof that higher media engagement = higher advertising engagement / effectiveness
Evidence that the Guardian and Observer are highly engaging and deliver ‘engageable’ audiences for advertisers
Connected Influential
Word of mouth
A framework for •identifying influencers
Establishing GNM role •in the process
Adding to industry •understanding
Text
Header
Source:
“Individuals are in a state of information anxiety so they turn to their friends and say ‘tell me what I should do’”
Steve Barton, Head of WOM UK
Consumers rely on others opinions
Desk research
Network audit
Nationally representative telephone survey
Expert interviews
How we’ve proved this
Theme identificationDesk research
Influential people are connected to both people and information
Influential people:
•Greater access to new information
•More receptive to new information
•Greater ability to share information
•And in a more persuasive manner
Influential people are connected to both people and information
Theme exploration Expert interviews
Anna Rafferty Digital Marketing Director, Pearson / Penguin Group
Fraser Chisholm,
Head of Media Propositions, Royal Mail
Ivan Palmer, Director, Wildfire
Ayodele Mansaray, Research fellow
Steve Barton President, WOMUKJessica Greenwood
Deputy editor, Contagious
The importance of Weak Ties in the flow of information •
The ability to contextualise and make ideas relevant •
The willingness to modify ones’ opinions•
Influential people
WEAK TIES
BRIDGING CAPITAL
STATUS BARGAIN
Social networks
Strong TiesWeak Ties
‘Strong Ties help us get by, Weak Ties help us to get on’Ayodele Mansaray, Social Researcher
Weak Ties Colleague, friend of a friend, extended family, person met through hobby, activity or online
Strong Ties Close friends and family
Social glue Social
oil
Strong and Weak Ties
Weak Ties The foundation of word of mouth
‘… if you target Weak Ties you get the power of amplification.’Ivan Palmer, Wildfire
‘Diversity can give amplification.’Ayodele Mansaray, Social Researcher
The importance of Weak Ties in the flow of information •
The ability to contextualise and make ideas relevant •
The willingness to modify ones’ opinions•
Influential people
WEAK TIES
BRIDGING CAPITAL
STATUS BARGAIN
Influencers possess Bridging Capital
Contextualise•
Package•
Make relevant•
‘We partnered with Mercury Music for a Penguin Classics campaign because it seems like a beautiful arrangement. So you get Razorlight selecting The Great Gatsby as their favourite read.’
Anna Rafferty, Pearson / Penguin Group
‘They help you see why it’s important that you watch this movie, or buy that type of health insurance…’
Steve Barton, WOM UK
Bridging Capital Social Capital + Cultural Capital
Bridging Capital
Social Capital
Cultural Capital
Size and diversity of •network
Ability to spread •messages
Accumulated knowledge•
Ability to influence others•
The importance of Weak Ties in the flow of information •
The ability to contextualise and make ideas relevant •
The willingness to modify ones’ opinions•
Influential people
WEAK TIES
BRIDGING CAPITAL
STATUS BARGAIN
Status Bargain A willingness to modify opinion is key
Status Bargain A modification of opinion on the basis that it will be improved and the individual will benefit from the increased understanding.
‘It’s the person who is able to assimilate more information and see how different points of view can fit together.’Ivan Palmer, Wildfire
‘If a person is able to take on a new recommendation, that’s the person you feel has actually thought about what they are saying, rather than someone who says, ‘I only like books by Dan Brown.’Anna Rafferty, Pearson / Penguin Group
The core of influence
Status Bargain
Bridging Capital
Weak Ties
Ahead in Adoption
Connected
Traveller
Information Hungry
Vocal
Exposed to Media
Not the classic early adopters but ahead of the mainstream
The range and frequency of contact is important
Getting out there, accumulating knowledge and experienceConstantly seeking out and exchanging information
Keen to discuss thoughts and exchange experiences
Voracious consumers of mass media
Identifying influencers
‘All of these are strong indicators’Ivan Palmer, Wildfire
Ahead in Adoption
Connected
Traveller
Information Hungry
Vocal
Exposed to Media
Not the classic early adopters but ahead of the mainstream
The range and frequency of contact is important
Getting out there, accumulating knowledge and experienceConstantly seeking out and exchanging information
Keen to discuss thoughts and exchange experiences
Voracious consumers of mass media
Identifying influencers
Desk research
Expert interviews
How we’ve proved this
Desk research
Expert interviews
Network audit
Nationally representative telephone survey
How we’ve proved this
Testing our thinkingNetwork audit
GNM Non-GNM
Testing our thinkingNetwork audit
GNM Non-GNM
GNM Non-GNM
Testing our thinkingNetwork audit
350 INTERVIEWS
10 NETWORKS
GNM Non-GNM
Testing ACTIVE A measure of influence
SELF CONTACT A
A 43
C 32
T 24
I 44
V 53
E 32
Quantification of conceptsNationally representative survey
BMRB•
TGI re contact •
1,359 20 minute telephone interviews •
•1,159 nationally representative•200 GNM boost – weighted back to main sample
Fused to TGI•
Composition of personal network •
Frequency and method of contact•
The sharing of information and •experiences
Sources of advice and support•
Levels of digital interaction•
The core of influence
Status Bargain
Bridging Capital
Weak Ties
Weak Ties are vital They enhance the transfer of information
Weak Ties are vital They enhance the transfer of information
Darryl Perry 35, film producer, London GNM consumer
Music and film•
Important to pass on •recommendations and advice
Lots of Weak Ties •
A cosmopolitan social network •
People he doesn’t know so well •provide new and useful ideas
Weak Ties; ACTIVE (Connected; Traveller)
Weak Ties are vital They enhance the transfer of information
Darryl Perry 35, film producer, London GNM consumer
Music and film•
Important to pass on •recommendations and advice
Lots of Weak Ties •
A cosmopolitan social network •
People he doesn’t know so well •provide new and useful ideas
Weak Ties; ACTIVE (Connected; Traveller)
‘Darryl is a bit of tastemaker, he’s always coming up with things you haven’t heard of, and generally, he’s pretty spot on. I’d usually trust him when it comes to a tip on a film to watch or CD to buy.’
‘My friend Bjorn and I are pretty well connected through the work we do with magazines, and organisations like the ICA.’
Weak Ties are vital They enhance the transfer of information
Amy Thomas 21, student, Newcastle GNM consumer
Highlighted by many, •particularly Weak Ties, as a reliable source of information
Vague contacts agreed she was •experienced and trustworthy
Weak Ties; ACTIVE (Connected; Information Hungry)
Weak Ties are vital They enhance the transfer of information
Amy Thomas 21, student, Newcastle GNM consumer
Highlighted by many, •particularly Weak Ties, as a reliable source of information
Vague contacts agreed she was •experienced and trustworthy
Weak Ties; ACTIVE (Connected; Information Hungry)
‘Amy is well worth listening to. If you hear about something that she thinks is good it’s probably worth your while to give it a try. She’s very smart when it comes to a bargain.’
‘People trust me because they know I’m always trying to find out about stuff. I’ve got two young kids, and I found that when I became a mum I started needing to do more research into things.’
Weak Ties are vital They enhance the transfer of information
Becky Chapman 29, charity worker, Brighton GNM consumer
Influential within her network•
Fashion, shopping, music •and travel
Weak Ties; ACTIVE (Connected; Traveller; Vocal)
Text
Weak Ties are vital They enhance the transfer of information
‘I’m going to Ethiopia with work in a couple of weeks, so I’ve been reading up on that. It’s a really interesting place, and I’ve been speaking to a few of my friends about it.’
‘I need to get some new clothes and I’ll take Becky shopping with me instead of my girlfriend. It’s easier, quicker, she knows which shops to go into and what suits me.’
‘It’s important to me that I show Becky something I’ve bought, even after the purchase, as I like to get her approval.’
Becky Chapman 29, charity worker, Brighton GNM consumer
Influential within her network•
Fashion, shopping, music •and travel
Weak Ties; ACTIVE (Connected; Traveller; Vocal)
Index 100 = average adult
ACTIVEA key indicator of Weak Ties
3+ (6) Weak Ties monthly
<3 (6) Weak Ties monthly
Index 160
140
120
100
80
60
40
20
Ahead in Adoption
Connected
Traveller
Information Hungry
Exposed to Media
Vocal
Index 100 = average adult
ACTIVEA key indicator of Weak Ties
3+ (6) Weak Ties monthly
<3 (6) Weak Ties monthly
GNM
Index 160
140
120
100
80
60
40
20
Ahead in Adoption
Connected
Traveller
Information Hungry
Exposed to Media
Vocal
Index = average adult
GNM readers have more Weak TiesKey for spreading word of mouth
Above average range of Weak Ties - Index 3+ (6) Weak Tie groups monthly
120
102
96
GNM
Qual news exc. GNM
Non GNM
2.9 2.9 2.9
3.2
Average no. of Weak Tie groups (of 6) in contact with monthly
GNM
Qual news exc. GNM
Non GNM
Average
Emotional support Achieving goals Career advice
86%
56%
76%70%
96%
60%
Strong Ties
Weak Ties
Strong Ties help us get byWeak Ties help us to get on
Question: In terms of getting on in life, which, if any, of these groups of people do you feel have helped the most with …?Strong ties = Immediate family, close friendsWeak ties = Extended family, other friends, colleagues, professionals in same field, people met through hobbies/interests, people not met face to face, eg online
Strong vs Weak Ties - which help most?
Face to face dominates
Strong Ties
Weak Ties
Face to face Telephone Text (SMS) Email/instant messenger
Post / letter Social networks or blogs
Question: And which of the following best describes the type of contact you have with…?Question: And which of the following best describes the type of contact you have with…?
Method of contact by tie strength92% 90%
86%
57%49%
55%49%
35%27% 26%
19%
88%
51%
The Internet facilitates Weak Ties
Face to face Telephone Text (SMS) Email/instant messenger
Post / letter Social networks or blogs
59%
Internet AT ALL
Question: And which of the following best describes the type of contact you have with…?
Method of contact by tie strength Strong Ties
Weak Ties92% 90%
86%
57%49%
55%49%
35%27% 26%
19%
88%
We share more with Strong TiesWeak Ties ensure cross-network sharing
Question: Thinking about when you have experienced a good/bad service or product in the last 6 months, how many times, if any, have you shared that experience with…?
Shared any experience past 6 months
93%
79%
40%
59%
Shared any experience 3+ times past 6 months
Strong Ties
Weak Ties
We share more with Strong TiesWeak Ties ensure cross-network sharing
Shared any experience past 6 months
93%
79%
40%
59%
% Who have shared experiences
Average no. of group types (of 4) shared experiences with
Positive
93%
Negative
2.5
Negative
85%
Positive
2.3
Question: Thinking about when you have experienced a good/bad service or product in the last 6 months, how many times, if any, have you shared that experience with…?
Shared any experience 3+ times past 6 months
Strong Ties
Weak Ties
Who influences purchase decisions?
Question: Thinking about when you are considering purchasing a new product or service, which of the following would you go to for advice?
Strong Ties
Weak TiesStrong Ties 77%
51%Weak Ties
Sources of advice for new product/service purchase
Strong Ties
Weak Ties
Who influences purchase decisions?
Strong Ties 77%
51%Weak Ties
77%
78%
61%
58%
38%
34%
22%
22%
Someone you consider knowledgeable in that field
Close friends and family
Internet at all
Online review/rating sites
Other internet sources
Colleagues
A wider group of contacts
Extended friends and family
Sources of advice for new product/service purchase
Question: Thinking about when you are considering purchasing a new product or service, which of the following would you go to for advice?
The core of influence
Status Bargain
Weak Ties
Bridging Capital
Influencers possess Bridging CapitalIt facilitates information sharing
Influencers possess Bridging CapitalIt facilitates information sharing
Bruce Haggerty 44, small business owner, Glasgow GNM consumer
Well-connected •
Knows a diverse range of people •
Wide media palette•
Adept at making obscure ideas •interesting to othersFilm and music•
Bridging Capital; ACTIVE (Information Hungry; Connected; Vocal; Exposed to Media)
Influencers possess Bridging CapitalIt facilitates information sharing
‘I might not convince absolutely everybody, but I do like to discuss movies and music with people, particularly new stuff that I’m finding exciting. It’s good to be able to switch people on to new things.’
Bruce Haggerty 44, small business owner, Glasgow GNM consumer
Well-connected •
Knows a diverse range of people •
Wide media palette•
Adept at making obscure ideas •interesting to othersFilm and music•
Bridging Capital; ACTIVE (Information Hungry; Connected; Vocal; Exposed to Media)
‘He’s a sharp guy, if you’re going somewhere on holiday he’s probably been there, or at least knows some essential fact about the place. I don’t see that much of him, but it’s always interesting when I do.”
Source:
Influencers possess Bridging CapitalIt facilitates information sharing
Maureen Pearson 55, social worker, London GNM consumer
Information hungry and •exposed to mediaVocal, particularly on current affairs•
Open to new experiences, •especially travel
Bridging Capital; ACTIVE (Traveller; Information Hungry; Vocal; Exposed to Media)
Source:
Influencers possess Bridging CapitalIt facilitates information sharing
Maureen Pearson 55, social worker, London GNM consumer
Information hungry and •exposed to mediaVocal, particularly on current affairs•
Open to new experiences, •especially travel
Bridging Capital; ACTIVE (Traveller; Information Hungry; Vocal; Exposed to Media)
‘Dave and I often cut out articles we’ve found in the Guardian for each other and leave them in the office for everyone else to see. People come up to me to find out what I think about the articles.’
‘She’s always got something interesting to say about the news or what’s going on in the world. My friend told me she’s also got lots of new ideas when it comes to places to visit that are out of the ordinary.’
Influencers possess Bridging CapitalIt facilitates information sharing
Walter Connors 23, management trainee, Leeds GNM consumer
Referenced by other influencers as •a source of great recommendationsIncreases the influence of others•
Bridging Capital; ACTIVE (Ahead in Adoption; Information Hungry)
Influencers possess Bridging CapitalIt facilitates information sharing
‘I’m really interested in music and movies… and art too. I know a lot of people who do that kind of stuff for a living so I tend to be the one amongst my friends who says ‘hey, let’s check this or that out’.’
‘Walter’s always off to see some new band or watch some new film. I’ve gone along with him a few times when it’s sounded like it might be good and he’s generally right.’
Walter Connors 23, management trainee, Leeds GNM consumer
Referenced by other influencers as •a source of great recommendationsIncreases the influence of others•
Bridging Capital; ACTIVE (Ahead in Adoption; Information Hungry)
Influencers possess Bridging CapitalIt facilitates information sharing
John McClure 55, lecturer, Leeds GNM consumer
Music, science and technology•
Uses the Guardian to find new ‘nuggets’ •
Researches ‘nuggets’ online•
A social hub; maintains links between •all school friends
Bridging Capital; ACTIVE (Ahead in Adoption; Connected; Information Hungry; Vocal)
Text
Influencers possess Bridging CapitalIt facilitates information sharing
John McClure 55, lecturer, Leeds GNM consumer
Music, science and technology•
Uses the Guardian to find new ‘nuggets’ •
Researches ‘nuggets’ online•
A social hub; maintains links between •all school friends
Bridging Capital; ACTIVE (Ahead in Adoption; Connected; Information Hungry; Vocal)
‘John is extremely reliable on technology. I’d make a beeline to his door if I was thinking about buying a new digital camera, hi-fi or what have you.’
‘I suppose I am the focal point of information, particularly when it comes to music and technology. They come to me for advice on technology, because they know I do my research!’
Influencers possess Bridging CapitalIt facilitates information sharing
Index 100 = average adult
GNM outperforms on ACTIVE Possess qualities indicative of influence
Average
GNM
Qual news exc GNM
Non GNM
Index145
130
100
115
85
Ahead in Adoption
Connected
Traveller
Information Hungry
Exposed to Media
Vocal
Index 100 = average adult
Bridging Capital - Index
More likely to possess Bridging CapitalThe ability to contextualise is vital
Bridging Capital Social Capital Cultural Capital
134
97
106
114
93
115
129
115
94
GNM
Qual news exc GNM
Non GNM
The core of influence
Bridging Capital
Weak Ties
Status Bargain
Status Bargain The basis of credibility
Status Bargain The basis of credibility
Jamie Biggs 25, trainee solicitor, Manchester GNM consumer
Shares ideas•
Feels it’s just as important to take •information onboard Driven by personal reputation•
Willing to incorporate others •opinions into his own
Status Bargain
Text
Status Bargain The basis of credibility
Jamie Biggs 25, trainee solicitor, Manchester GNM consumer
Shares ideas•
Feels it’s just as important to take •information onboard Driven by personal reputation•
Willing to incorporate others •opinions into his own
Status Bargain
‘He’s good to talk to, and he’s a good listener. It always feels like a fairly mutual exchange.’
‘It is important that my colleagues respect me for my mind so I’ve made an effort to raise interesting topics of conversation.’
Status Bargain The basis of credibility
Mark Claydon 26, IT manager, Birmingham GNM consumer
Keen to develop his •understanding by taking on new ideas from other people and sourcesA broad social circle•
Status Bargain; Weak Ties
Status Bargain The basis of credibility
Mark Claydon 26, IT manager, Birmingham GNM consumer
Keen to develop his •understanding by taking on new ideas from other people and sourcesA broad social circle•
Status Bargain; Weak Ties
‘He’s going out with a medical student, so he knows lots of doctors, and consequently so do I. He also knows people from film, theatre and photography. I suppose if we all worked in the same area then less different information would arise.’
‘If I’m deciding which film to go and see (and probably even if I wasn’t) I would check out the Guardian online. Even if I disagree with what they’re saying it’s nice to have a different point of view.’
Index 100 = average adultAgree – ‘I like to read and hear about ideas that I disagree with’; Disagree – ‘I try to avoid getting into debates with others’; Disagree - ‘I am less likely to change my mind about things than other people’
Status Bargain - Index
A greater propensity to Status BargainAble to make more informed recommendations
136
108
93
GNM
Qual news exc GNM
Non GNM
Index 100 = average adult
Status Bargain vs ACTIVE
Ahead in adoption115
110
105
100
95
90
85
Connected
Traveller
Information hungry
Vocal
Exposed to media
Status Bargain
Do not Status BargainIndex
63%
Status Bargain = Greater influenceOpinions valued more by others
‘I trust people more if I know that they listen to what other people think, because they are more discerning.
As opposed to following something because they think it’s cool and having a preconceived idea, they’re more likely to have integrity.’
GNM consumer
‘Yes she is vocal, but she doesn’t just talk – she listens to what other people have to say. You always know that she’s really thought about it’
Non-GNM consumer on GNM consumer
listen to those who listen to opinions of others
The core of influence
Status Bargain
Bridging Capital
Weak Ties
Connected and influential
Status Bargain
Bridging Capital
Weak Ties
‘I’d be willing to bet that they [Guardian readers] probably dig a bit deeper for information, that they’re more connected than the average person. They’re probably greater influencers.’
Steve Barton, WOM UK
‘I think the role of the Guardian in pushing word of mouth is probably quite important… it’s readers come from more diverse backgrounds and they have more diverse networks – it’s not about sheer numbers.’
Jessica Greenwood, Contagious
‘The Guardian is all about being able to listen, to digest, take on another point of view and to change your side if you wish to, because actually there is no shame in changing your mind. Things like Comment is Free really encourage this kind of consideration.’
Anna Rafferty, Penguin / Pearson Group
‘I really like the Guardian. Even if I don’t specifically agree with what they’re saying it’s important to have your thinking challenged, and it feels like what they’re [the Guardian] about.’
GNM consumer
Guardian News & Media Driving and facilitating word of mouth
Identifying influential people
Influential people
Your target audience
Who are they?
What are they like?
Who communicate with and how?
How connected and influential?
How to reach them
All other TGI information
Influential people
Engaged Connected Influential