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‘OPPA Brand Buzz Survey’ Research - Results. Online Professional Publisher Association (OPPA) Belgian publishers share know-how about the evolution of.

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Presentation on theme: "‘OPPA Brand Buzz Survey’ Research - Results. Online Professional Publisher Association (OPPA) Belgian publishers share know-how about the evolution of."— Presentation transcript:

1 ‘OPPA Brand Buzz Survey’ Research - Results

2 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

3 Focus on cost per acquisition buying methods Social media, the place to be to start a conversation with consumers

4 CPA = GENIOUS but BRANDING = KEY

5

6 Content = Trust

7 Relevance

8

9 Relevance = Trust

10 PROFESSIONALS OPPA – Trust Study – March 2011

11 SOCIAL MEDIA is not the only place of BRAND CONVERSATIONS

12 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 ?

13 Methodology Online interviews (CAWI) Duration: 15min 1 month field survey, from June 26 until July 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

14 Do content sites generate conversations and which factors drive the conversation?

15 “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 Telenet televisie 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

16 9 out of 10 visitors talk about brands on a regular basis

17 Which SOURCE encourage the brand conversation ?

18 A purchase / experience 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= % : past purchase 23% : experience 24% : future purchase 20% 11% 12%

19 WHERE did they see/hear an INSPIRING AD ?

20 If it was an advertisment, through what medium/media was it presented (multiple answers possible) ? n= 718

21 HOW do they communicate about brands ?

22 86,6 % 43,5 % 35 % 9,5 % n= 1981 How do you communicate about brands ?

23 WHERE do they COMMUNICATE about brands ?

24 n= 693 On which website(s) do you communicate online about brands ?

25 Sites where content is written by journalists create reasons for consumers to talk about brands and create buzz

26 What drives these conversations with Belgian visitors ?

27 About WHICH BRANDS do they talk ?

28 n= 1981 For 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 FOOD 48,1% HOLIDAYS 45,4% FASHION 34,5% BEAUTY 48,1% SUPER MARKETS 22,5%

29 n= 1981 For 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

30 What do they SAY ?

31 Recommend brands very often or often Talk about new products/services before/after purchase Get called for recommenda tions 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

32 54% opinion leaders, always willing to advice others and share brand experience

33 Positive and negative TONE OF VOICE

34 n= 6328 How was “Brand X” mentioned ? – Positively or very positively.

35 How was “Brand X” mentioned ? – Negatively or very negatively. n= 6328

36 What is the AIM of the conversation ?

37 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= 6328 What was the aim of the conversation regarding « Brand X » (multiple responses possible) ?

38 Content sites attract opinion leaders, always willing to advice others and sharing their brand experience, which makes them brand ambassadors

39 What do these powerful conversations mean for brands ?

40 n= 3816 What was the conversation about « Category X » regarding ? (3 answers max) Conversations spread along the whole purchase funnel

41 HIGH CLIENTSNON- CLIENTS LOW Buzz & Ambassadorship maps establish a brand benchmark HIGHLOW NEGATIVE POSITIVE GOOD 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 conversations Intensity: number of mentions Map explanation: Net promotion: % who persuade minus % who dissuade, compared vs peers Who is talking: clients, non clients, or mix

42 HIGHLOW NEGATIVE POSITIVE FURNITURE CONSUMER TECH HOLIDAYS FASHION CARS FOOD SUPERMARKETS DRINKS BEAUTY HOUSEHOLD PRODUCTS INTERNET/TELECOM/TV BANKING/INSURANCE ENERGY Buzz Map Which brands are creating the conversations? (Summary at category level) n= 6328 Note: 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 ZONEMIXED BUZZ TONE OF VOICE INTENSITY (VOLUME) More than 50% is still positive

43 CLIENTS NON-CLIENTS MIX HIGH Ambassadorship map Who is talking & why ? (Summay at category level) n= 6328 Note: 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 AMBASSADORS ADMIRERS IMAGE KILLERS WARNING GIVERS FURNITURE/DECORATIONCONSUMER TECH FASHION CARS FOOD SUPERMARKETS BEAUTY HOUSEHOLD PRODUCTS INTERNET/TELECOM/TV BANKING/INSURANCE ENERGY HOLIDAYS LOW

44 Visitors of content sites have an influence on brands during the whole purchase funnel, from awareness to purchase and advocacy

45 TOP 10 - FOOD

46 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%

47 TOP 10 - DRINKS

48 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%

49 TOP 10 - SUPERMARKETS

50 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

51 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.

52 THANKYOU Siska Truyman – OPPA Coordinator +32 (0)


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