measuring buzz and designing stories
Post on 21-Oct-2014
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The presentation I gave on a 2 day Cross Media Storytelling congressTRANSCRIPT
1Storytelling & measuring BUZZ 1
A new approach for measuring BUZZ:Word of mouth and word of mouse
Evert-Jan De KortConsultant Digital & TechnologyInSites Consulting
2Storytelling & measuring BUZZ 2
3Storytelling & measuring BUZZ
People tell stories to each other
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Brands tell stories to people
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People tell stories about brands
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HumanStories explain lives
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Technology changed the tools to tell stories
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Time Space
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Experiment
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10 friendshttp://www.youtube.com/watch?v=-prfAENSh2k
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Around the world in 2.5 days
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1.000.000views on YouTube in 4 days
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Successful?
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Number5 vs.
The People
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Research
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(ALTERNATIVE) ADVERTISING TECHNIQUES
UNCONTROLLED ENLARGEMENT (MEDIA EXPOSURE / WORD OF MOUTH)
CONTROLLED ENLARGEMENT (CONVENTIONAL MEDIA)
Indirect exposureDirect exposure
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Buzz
Word of mouth
Word of mouse
Visual WOM online movies
Textual WOM E-mail, blogs,
forums, chat,...
++
20Storytelling & measuring BUZZ
buzz
acti
vatio
n
buzz
acti
vatio
n sharing spread
selective spread
sharing source
selective source
Conceptual framework of Buzz activation
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40% watches online movie clip received via e-mail
1 in 3 reads comments on blogs
1 in 5 sends comments about brands via e-mail
1 on 10 posts online movie clip on specialized websites
8% has made his own movie
buzz
acti
vatio
n
buzz
acti
vatio
n
Conceptual framework of Buzz activation
22Storytelling & measuring BUZZ
Who
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Info
rmati
on in
put
WOM actions
Sharing sending + creating
Forum, blog, e-mail
Selective sendinge-mail
Sharing receivingForum, blog, specialized
website
Selective receiving
None
SUPER SOCIALS
18%
CREATORS8%
SILENTS23%
BUCKETS11%
DIGGERS29%
E-MAILERS12%
An action based segmentation
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Word of mouse brands
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Spaces
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59% 53% 52% 42% 37%
34% 29% 24% 22% 21%
18% 15% 15% 14% 13%
Share of word of mouse
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empowered
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http://www.youtube.com/watch?v=qvLDFtaL5HI
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http://www.youtube.com/watch?v=40qihGbngJg
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+Positive
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6%
47%
39%
32%
26%
26%
25%
16%
19%
16%
18%
13%
6%
9%
44%
18%
25%
18%
9%
12%
26%
22%
19%
19%
12%
11%
8%
0%
I found the message funny
I often use the brand or product category myself
I like the brand
I was satisfied with the brand
I intended to buy this brand
I wish to share my experiences with other people
I knew my interlocutor would be interested
I am enthusiastic about the message
I found the subject interesting
I found the message important
I wish to share my knowledge with other people
I wish to express my opinion on a certain subject
I don't like the brand
I was dissatisfied with the brandONLINE COMMUNICATIONONLINE MOVIE
Dissatisfied consumers engage in more WOM than satisfied consumers(Sweeney 2003)
Drivers of word of mouse
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19%
19%
17%
6%
3%
9%
Textual word of mouse
Viral movies
Word of mouth+- Textual word of mouse
Viral movies
Word of mouth
Impact of word of mouse on brand attitude
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Learnings
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1. Design your Campaign
Fit the word of mouse profile and the motivations and actions of your target group
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Evolutionhttp://www.youtube.com/watch?v=iYhCn0jf46U
Onslaughthttp://www.youtube.com/watch?v=JaH4y6ZjSfE
Dove
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1. Design your Campaign
2. Measure ImpactCreative agencies make stories, media agencies buy time. Consumers tell the most powerfull stories.
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1. Design your Campaign
2. Measure Impact
3. Track ConversationsEveryone talks whenever in whatever way about a diversity of brands, and use it in their buying decision.
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Not sure...Maybe we should ask InSites?
Not sure...Maybe we should ask InSites?
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Thank you.
Download our white paper on WOM & Buzz
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Images used under CC from Flickr and Wikipedia
Photo CreditsThe Boyhood of Raleigh by Sir John Everett Millais, oil on canvas, 1870.Ohad: http://www.flickr.com/photos/ohadby/26941465/Molas: http://www.flickr.com/photos/molas/128652106/Dwig: http://www.flickr.com/photos/dwig/450198706/Chris Fitz http://www.flickr.com/photos/chris-fritz/2046264364/
Evert-Jan De Kort, Consultant Digital & Technology Research InSites Consulting
http://www.insites.euhttp://www.linkedin.com/in/ejdekort