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24September 2007
Check out: Word of Mouth Marketing Association (http://www.womma.org/)
Check out: Word of Mouth Marketing Association (http://www.womma.org/)
27
September 2007
4 key factors in identifying the ‘influentials’:
What are their passions (and do they include travel)?Ask them
Do other people listen to their opinions/ recommendations?Ask them – online there is no reason to lie
–Agree/ disagree statement–In general and with regard to specific product areas, e.g. travel
Are they socially connected?How many social interactions do they have?
What is their online status?*Use a checklist of online activities:
–Created a blog–Uploaded a video–Created a profile in a social network–Added a review, e.g. TripAdvisor, Amazon
* Remember the ‘1:9:90 Rule’ – 1% create most content; 9% comment on it; 90% observe
28
Don’t just think
about the splash– think about the
ripple
‘Word-of-month’ (WOM) & ‘Buzz’‘Net-Promoter’ scores (Bain & Co.)
– Based on the answers to a very simple question: ‘On a scale of 1 to 10, how likely is it that you would recommend this [company/product/ service] to a friend or colleague?’(% saying 9 or 10, less % saying 1 to 6)
– Dr Paul Marsden, London School of EconomicsCompanies with better WOM advocacy experience higher levels of growth than others: Honda, HSBC, ASDA and O2 better than Fiat, Lloyds TSB, Sainsbury’s and T-Mobile
Procter & Gamble’s TremorTremor– 2 panels – ‘kids’ and ‘moms’ – c 600,000 members in total– No so much market research as a new marketing channel
Reporting sales uplifts of 15-40% in markets where Tremor panels work compared with those where they don’t
– The Hawthorn Effect – ‘people like to be asked’
ROI: ‘buzz measurement’– Who’s talking and what are they saying
Nielsen BuzzMetrics, Cymfony, Umbria et al[Check with Forrester for suppliers]
30Paul MarsdenClickadvisor.com ‘Word of mouth solutions’
31
Word of Mouth AdvocacyThe Right Message
•Access to diffusion tools•Discussion trigger mechanism•Social currency•Network effect•Quality of connector
How likely is it that the product/idea will be talked about within social communities
Amplification Factors
•Degree of innovation•Consumer benefit •Complexity•Compatibility•Price/ Opportunity Cost of Adoption
Does the target think the product/ idea is new, different and easy to use in their lives
Advocacy Factors
These are some of the “levers” we can use to create Word of Mouth Advocacy.Supported by testing that screens concepts to maximize potential
BrainJuicer’s MindReader
Agenda
1. Research 1 – where we’re at
2. Research 2 – what’s different
3. ‘WOM’ – from research to marketing
4. BrainJuicer’s MindReader & other tools
5. Other research tools & suppliers
6. BrainJuicer – travel industry case studies
7. Market research project design
34MindReader™
35
The opportunity to give real opinions
Easy to understand
Simple and easy to use
35
38
45
47
28
49
63
99
Interesting, fun and not to long
I enjoy taking part
Enjoyable to complete
Lighthearted and pressure-free
491 (36%)
362 (26%)
Why do you say...
44
54
58
118 Questions are straight forward and easy to understand
They are usually not complex - anyone can participate
You can agree with a previous answer or supply your own
Just click or type!
34
39
39
61 They are straightforward to follow
Clear concise questions
Easy to answer the questions
Straight forward
Why do you say...
Opportunity to type a real response not just pick one off a list
You can chose a previous option or enter your own views
You can write your own personal response
We can type our actual opinion rather than tick a ready written one
What do you think about BrainJuicers?
Number of mentions (%)
1. 3.
2.
338 (25%)
Good fun to do
280 (20%) 4.
How To Read A MindMapAn explanation of how to read a BrainJuicer® MindMap
These are the top 10 answers from respondents
Next to each answer is the percentage of respondents who gave that answer. It can add up to more than 100% where respondents are asked for more than one answer
Each answer is traffic light colour-coded to show how respondents feel about it.
The Top Ten
The map shows what the audience in question thinks and feels about the subject at the centre of the mindmap (e.g. What do you think about BrainJuicers?)
Following the black lines from the centre, you see the top 4 answers and the % of people who gave them. All answers are generated by respondents
The MindReader I
In this example,the top answer is Simple and easy to use
This answer was given by 491 respondents (or 36% of the entire sample)
The MindReader II What do you think about BrainJuicers?
Simple and easy to use
Easy to understand26
36
The opportunity to give real opinions
Good fun to do20
25
Less manipulative than most
They help make a difference and are good fun13
13
Interesting and informative
Interesting11
12
They are about interesting products
Very topical and informative10
10
(Sample: 1373 x All) %
☺
36
TrackingLaunch
Screening
EvaluationPrediction
Foundation
The innovation funnel
fuzzy-front-end solutions… for inspiring marketing
Let Creative Sixers™ create & Predictive Markets decide
Using CommScan to screen communications
Understand consumers: Communities, Brand-MBTi, FamilyCam™
All powered by MindReader™.
BrainJuicer CommunitiesWeb 2.0 social networks and online communities to provide a 24/7 inspirational & insightful research resource.
FamilyCam™ / BarCamFamily Cam wired up for online ethnography + product testing as an inspirational and insightful research resource
Brand-MBTiA robust, psychometric profiling of brand personalities in a category for comm’s/innovation development
BrainJuicer® Labs
Mobile JuicingReal-time, experiential research e.g. shopper marketing, events, ambient advertising, new launches
Ideation/Screening
Let the Creatives create& the Markets decide
Predictive Markets Creative Sixers™
Creativity is like any other aptitude
Elephant ideasMake ears biggerGive it a squeakMake the eyes moveEars feels different Make trunk longerSquirt water from trunk (given as e.g.)Sing Nellie the elephantMake it walk
Elephant ideas &humanising ideas
Pull the trunk to open its mouthTrumpet when it detects movementHave babies inside
……………………………….Allow it to speakGive it spectaclesGive it clothes Talk back to youRecord a messageHave the child’s name on it
Elephant ideas &humanising ideas &More abstract ideas
A finger puppetWater proof 4 bathWhistle in trunkMake it laughMake it danceMake it fart & burpHelp spell & countRoar when smacked
………………………………. Elephant HooverA radio with tusks for volume & tuningA Pyjama caseTusks 4 teething+Wheels & ride itVibrates to sootheMicrowaveable as a hot water bottle
The more creative the person the more ideas they had &the more creative they were
6% = validated Creative
SixersThe Creativity Test with 5,000 showed a bell curve of creativity just like any other talent
Use Creative Sixers 6% who scored highly on the BrainJuicer® creativity test & produced demonstrably creative ideas
Increase creative output by challenging them to better the co.’s best current ideas [produces 4x the number of ‘sixes’]
Increase creative output by giving them 4 days to think about it [time to ponder produces 3x the number of ‘sixes’]
Increase creative output by asking for at least 8 ideas since the best ideas tend not to be the 1st ideas [edit for the top 50]
“Using BrainJuicers we generated & tested dozens of ideas to find a winner. What would normally take us months we finished in 2 weeks. More Juice please!”
Jaroslav Cir – Global Consumer & Market Insight Manager Rexona, Unilever
How the Creatives work
Let the Market Decide
15 ideas in a Predictive Market where 500 select the most Potent
IEM – The original decision market
X 596Polls
(1988 - 2000)¾
The Wisdom of Crowds How the Many Can Be Smarter than the Few, James Surowiecki (2004)
Galton’s surprise findings
collectiveguess
= 1197 lbs
actualweight
= 1198 lbs
***1643J
4549I
*3554H
***2864G
***2864F
676767UK Norms (top two box)
7074E
8678D
8081C
+7683B
8585A
Significant Differences
Predictive MarketWith diverse group of 500
people
Monadic Testwith matched samples of 100 in the target market
New Product Concepts
Experiment 1: Top 2 Box Purchase Intention Results for 10 HPC Ideas in UK
A diverse crowd will be as accurate as a targeted sample
A ‘Predictive Market’ will be as accurate as a monadic test
Answering for the market as accurate as answering for oneself