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Harnessing the Power of Buzz for Media Planning

Polly Carter, KMR Group

Word of Mouth phenomenon


Many new communication platforms Broader social networks Multiplicity of buying options

Word of Mouth communication is playing a more significant role in consumer purchasing decisions than ever before

But what does this mean for media planning? Traditional media planning is based on first contact But what about the people they reach? Why not plan the extended reach of a campaign based on the potential impact of buzz?

Identifying Word of Mouth Transmitters


Three types of Word of Mouth transmitter:

Connectors
Talk to many different people

Can provide lots of information

Mavens

Can convince others of their opinions

Salesmen

What are people talking about in different markets?


Top 3 discussion topics by country:
Czech Republic 1. Clothes 2. Mobile phones 3. Cars Great Britain 1. Food 2. Clothes 3. Alcohol Serbia 1. Mobile phones 2. Toiletries 3. TV/Video/Audio

Base: All adults

Source: Global TGI

Identifying Word of Mouth Champions


Connectors
Talk to many different people

Can provide lots of information

Mavens

Champions
Can convince others of their opinions

Salesmen

Word of Mouth Champions: Hungary


8%

Talk to many people and could give large amount of information and very or quite likely to convince others

6%

4% 5.8% 2%

4.9%

4.5%

4.2% 3.0% 2.9% 2.4% 1.9% 1.9% 1.8% 1.7%

0%
eP ne ho s od Fo th Clo es rs Ca l s s s dio ure cts rie nk ica ce t i i t u t u i r e v u A d n r / D il r e o Se eo ac To Fu Pr l ic l d o i e m a d i h /V m ar ol nc lco a TV eh Ph Ho A s n u Fi Ho

bil o M

Base: All adults

Source: TGI Hungary

Word of Mouth Champions: Hungary


Number of categories in which respondents are defined as Champions
81.6%

10.0% 4.2% None 1 2 2.2% 3 1.0% 4 1.0% 5 or more

Base: All adults

Source: TGI Hungary

Mobile Phones:

Brands used by Champions in Croatia


Brands of mobile phone owned
All mobile phone owners Champions

31% 25% 15% 7% 14% 25% 19% 12% 14% 10%

Nokia

Siemens

Sony Ericsson

Samsung

Motorola

Base: All adults

Source: TGI Croatia

The Role of Media Channels:


Food Champions in Western Europe
200
169 157
France Germany Britain

Food Champions indexed against all adults

175 155 127

170 145 128 132 115 102 101

150

135 102 89

139

100

81 60

78

79

78

50

0
Newspapers Magazines Television Int ernet Out door Cinema Radio

Base: All adults

Source: TGI Europa

The Role of Media Channels:


Quality Newspaper Reading in GB
Quality Newspapers read by Word of Mouth transmitters in the car sector
Connectors All Adults The Times: average issue readers The Guardian: average issue readers Daily Telegraph: average issue readers The Independent: average issue readers Profile Index Profile Index Profile Index Profile Index Profile Index 14% 100 16% 115 10% 71 13% 92 18% 134 Mavens Salesmen 9% 100 15% 158 9% 95 8% 89 9% 94 18% 100 24% 131 15% 83 19% 103 22% 119

Base: All adults

Source: TGI Great Britain

Gross Amplification Points:

Putting a value on Word of Mouth communication

Champions Value = x3

Target Audience

Other Influencers Value = x2 Receivers Value = x1

The Amplification Factor:

An example using Print Vehicles in Great Britain Amongst vitamin users: 1,099,000 readers

1,084,000 readers

Base: All adults

Source: TGI Great Britain

The Amplification Factor: Print Vehicles in GB


Word of Mouth definitions for the Pharmaceutical sector
Champions Daily Telegraph: average issue readers (000s) Assumed Amplification Factor Amplified Contacts (000s) Amplification Factor Other Influencers Receivers Total

9 x3 27

156 x2 312

934 x1 934

1,099 1,273 1.16

Base: All adults

Source: TGI Great Britain

The Amplification Factor: Print Vehicles in GB


Word of Mouth definitions for the Pharmaceutical sector
Champions Daily Telegraph: average issue readers (000s) Assumed Amplification Factor Amplified Contacts (000s) Amplification Factor Readers Digest: average issue readers (000s) Assumed Amplification Factor Amplified Contacts (000s) Amplification Factor Other Influencers Receivers Total

9 x3 27

156 x2 312

934 x1 934

1,099 1,273 1.16

19 x3 57

208 x2 416

857 x1 857

1,084 1,330 1.23

Base: All adults

Source: TGI Great Britain

The Amplification Factor:

Mobile Phone Champions across Europe


Readers of FHM Target of Mobile Phone Owners Target Reach Amplification (000s) Factor (3:2:1) France Germany Great Britain Hungary Slovenia Total 1,300 431 2,327 128 34 4,220 1.60 1.62 1.69 1.71 1.91 Amplified Contacts (000s) 2,082 698 3,923 221 65 6,989

Base: Mobile Phone owners

Source: Global TGI

Summary
With so much competition for attention, Word of Mouth plays a key role for consumers This can be seen across Europe, although the level and type of buzz varies by market and product sector Careful media selection can improve targeting of the communications and amplify the message Gross Amplification Points a new planning method for Word of Mouth alongside traditional media measures