inTV - How to harness the power of conversations - full presentation

Welcome

How brands harness the power of

conversations with transmitters!

Ghent I Rotterdam I London I Timisoara I New York

www.insites-consulting.com

Presented by: Simon McDonald I Business Director I InSites Consulting

Belinda BarkerI Chairperson I inTV Group

Date: 31st January 2013

The Power of Conversations

Word of Mouth important

Reach the influencers to spread the word

Word-of-mouth recommendations are effective

Word of mouth increases Life

Time Value

The positive effects of

stimulated word of

mouth

Ad Brand Conversations

impact buying activation

Word of mouth and positive advocacy

biggest driver of purchase intention

About our beliefs in advertising….

Advertising should be the start of a conversation…a positive

conversation about brands and products

Says what

And what are the outcomes and actions?

It’s not about Social Media

10

90

90% of conversations about brands are offline

On line Offline

PS! O

Regular inTV viewers

Understand conversations, influence and talkability about brands

airlines

Six Categories

118 brands

Methodology

1,600 interviews on-line interviews

Top income earners in non viewer

sample boosted to match viewers

November 2012

inTV viewers* Non viewers**

France 200 200

Germany 200 200

Italy 100 100

Spain 100 100

UK 200 200

*Regular viewers of international

channels (at least once a week)

**non viewers of international

channels (still watch TV)

The Power of Conversations

Conversations about

categories

Brands mentioned in conversations

Tone of voice towards brands

Likelihood to change other

peoples opinions

Effect of conversations on purchase funnel

Connectors, Mavens, Sales

people and CHAMPIONS

http://www.gettyimages.co.uk/detail/photo/woman-writing-color-equations-on-blackboard-high-res-stock-photography/108006197

Dimension 1: Frequency How often is a brand or topic discussed by consumers?

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Monthly

Weekly

Daily

Category Conversations - Frequency

Q. How often do you have a conversation about each of the following topics?

Banking Smartphones/

Tablets Motors Travel

Destinations Airlines Watches

Weekly Conversations about Categories inTV v non viewers

0%

20%

40%

60%

inTV non inTV Q. How often do you have a conversation about each of the following topics?

Index (inTv viewer compared to non-viewer)

147 141 159 163 286 533

0% 20% 40% 60% 80% 100%

inTV Non inTV

Who is the conversation with?

Q. Who was involved in this conversation? Please select all that apply.

Family or friends

Colleagues

Business contacts

Contacts via blogging or

social media

Q. Thinking about <insert category>, which brands have you had a conversation about in the last 4 weeks? Base: Had a category conversation

Brands Mentioned in Last 4 weeks Top 3 by category

30%

21%

15%

Santander

Barclays

BNP Paribas

42%

31%

30%

Rolex

Omega

Swatch

38%

36%

35%

Air France

British Airways

Lufthansa

45%

25%

20%

USA

Australia

Canada

70%

53%

17%

Apple

Samsung

Blackberry

39%

35%

34%

Audi

Volkswagen

BMW


Motors Brands Mentioned in Last 4 weeks Top 3 by country

39%

35%

34%

Audi

Volkswagen

BMW

49%

48%

42%

Renault

Peugeot

Audi

34%

34%

28%

Audi

Ford

BMW

49%

41%

40%

Volkswagen

Mercedes Benz

Audi

40%

36%

36%

Audi

Volkswagen

BMW

48%

39%

30%

Fiat

Audi

BMW

http://www.google.co.uk/url?sa=i&rct=j&q=UK+FLAG&source=images&cd=&cad=rja&docid=W5yl0WnaH9yJSM&tbnid=a3AQeCoyETJBCM:&ved=0CAUQjRw&url=http://www.cadenhongterriers.co.uk/&ei=0z4JUbD2A8mm0QWwvYDIDg&bvm=bv.41642243,d.ZG4&psig=AFQjCNGQ_ad7FZGlPELdfclvbQCwX4sAqA&ust=1359646794046409

http://www.google.co.uk/url?sa=i&rct=j&q=FRENCH+FLAG&source=images&cd=&cad=rja&docid=INslKijV8EncbM&tbnid=4ZT4Yvts_Uwe1M:&ved=0CAUQjRw&url=http://mypamperedpupz.com/January_Newsletter_MyPamperedPupz.com_files/france-paris-flag&ei=_z4JUc2LBYjK0QW54ID4Aw&bvm=bv.41642243,d.ZG4&psig=AFQjCNGQbFKgskCWv9n2eOXGlqA6g9OuCA&ust=1359646827276170

http://www.google.co.uk/url?sa=i&rct=j&q=GERMAN+FLAG&source=images&cd=&cad=rja&docid=CKO5WI9ogMa_VM&tbnid=TA67P5E5MPVX_M:&ved=0CAUQjRw&url=http://codfanfic.wikia.com/wiki/File:German_flag.png&ei=VD8JUdmYFo2U0QW-toDACg&bvm=bv.41642243,d.ZG4&psig=AFQjCNGtYKyKPzkRBpMUjNJo9fIvX_5TEg&ust=1359646912276080

http://www.google.co.uk/url?sa=i&rct=j&q=SPAIN+FLAG&source=images&cd=&cad=rja&docid=8os_Ce1gGSU4xM&tbnid=RWa2PSUP9-kgvM:&ved=0CAUQjRw&url=http://www.spain-flag.eu/&ei=hD8JUanxHsjB0QXQyIH4Dg&bvm=bv.41642243,d.ZG4&psig=AFQjCNH3uxJicJzqxdCxzCsU0U-1s85ZxQ&ust=1359646978143770

http://www.google.co.uk/url?sa=i&rct=j&q=ITALYFLAG&source=images&cd=&cad=rja&docid=gMTTr99ja_rm8M&tbnid=zOjrdSYoSi1KmM:&ved=0CAUQjRw&url=http://orders.mkn.co.uk/footballshirt/countryflags/italyflag.en&ei=yz8JUY_iB-Sc0QWO_4H4DA&bvm=bv.41642243,d.ZG4&psig=AFQjCNHO580AY3Y7O5cltKCW2kKm7g3O3A&ust=1359647018636664


Brands Top 10 Brands – Past 4 week conversations

Branded Conversations = 91%

70%

53%

17%

16%

14%

11%

8%

6%

5%

4%

Apple

Samsung

Blackberry

Nokia

HTC

Sony Ericsson

LG

Acer

Asus

Motorola

3.6

2.8

2.0

2.0

1.7

1.5

Brands Mentioned Mean brands mentioned in previous 4 weeks

Total

3.3

2.5

1.9

1.9

1.5

1.3

Non Viewer

2.8

1.7

1.8

1.7

1.2

1.1


Dimension 2: Tone-of-voice Is a brand or a topic discussed in a positive or negative manner?

Q. During this recent conversation about <insert category from Q5> you said you discussed the brand(s) listed below. Were the discussions about each of these brands positive or negative? Base: Had a branded conversation about the category (allocated randomly to max. 3 only).

Sentiment is usually positive towards brands Tone of voice – total category level

Mean score

8.0 7.5 7.5 7.1 7.2 5.3

-30%

-10%

10%

30%

50%

70%

Positive – scores 8-10 Negative – scores 0-4

Q. To what extent did the conversation change the opinion of others towards each of these brands after the conversation? Base: Had a branded conversation about the category (allocated randomly to max. 3 only).

Conversation Impact is usually positive Opinion change - others

Mean score

6.9 6.3 6.3 6.2 6.2 5.4

-30%

-10%

10%

30%

50%

70%


-20%

0%

20%

40%

60%

80%

Travel Destinations – inTV viewers more positive Tone of Voice & Impact - Others

Mean score

Tone of Voice Impact on Others

7.6 7.3 6.7 5.9

Non

Non


Conversations Conversation Mapping – Impact

Tone of Voice + + + - - -

Imp

act

on

Oth

ers

+

++

-

- -

Bubble size reflects the volume of category conversations (past 4 weeks).

Co

nve

rsat

ion

imp

act

– ch

ange

in o

ther

s o

pin

ion

to

war

ds

the

bra

nd

Positive or negative ‘tone of voice’ towards the brand during the conversation

Conversations - Banks Conversation Mapping – inTV Viewers versus non-viewers



Co

nve

rsat

ion

imp

act

– ch

ange

in o

ther

s o

pin

ion

to

war

ds

the

bra

nd


Non

Imp

act

on

Oth

ers

+

++

-

- -

Conversations - Airlines Conversation Mapping – inTV Viewers versus non-viewers



Co

nve

rsat

ion

imp

act

– ch

ange

in o

ther

s o

pin

ion

to

war

ds

the

bra

nd


Non

Imp

act

on

Oth

ers

+

++

-

- -

Conversations – Smartphones/Tablets Conversation Mapping – inTV Viewers versus non-viewers



Co

nve

rsat

ion

imp

act

– ch

ange

in o

ther

s o

pin

ion

to

war

ds

the

bra

nd


Non Imp

act

on

Oth

ers

+

++

-

- -

BASHING

Conversations - Motors Conversation Mapping – inTV Viewers versus non-viewers



Co

nve

rsat

ion

imp

act

– ch

ange

in o

ther

s o

pin

ion

to

war

ds

the

bra

nd


Non

Imp

act

on

Oth

ers

+

++

-

- -

BASHING

Conversations – Travel Destinations Conversation Mapping – inTV Viewers versus non-viewers



Co

nve

rsat

ion

imp

act

– ch

ange

in o

ther

s o

pin

ion

to

war

ds

the

bra

nd


Non

Imp

act

on

Oth

ers

+

++

-

- -

BASHING

Conversations - Watches Conversation Mapping – inTV Viewers versus non-viewers



Co

nve

rsat

ion

imp

act

– ch

ange

in o

ther

s o

pin

ion

to

war

ds

the

bra

nd


Imp

act

on

Oth

ers

+

++

-

- -

Non

BASHING

Conversations – All categories Conversation Mapping – inTV Viewers versus non-viewers



Co

nve

rsat

ion

imp

act

– ch

ange

in o

ther

s o

pin

ion

to

war

ds

the

bra

nd


Imp

act

on

Oth

ers

+

++

-

- -

Dimension 3: Impact If any, what was the impact of a conversation about a brand or topic?

Awareness

Opinion

Consideration

Preference

Purchase

Classic Purchase Funnel

Impact & Influence - Others Purchase Funnels – Watches

Q. Which of the following statements best describes the outcome of this conversation for the other people involved? Please select all that apply for each of the brands shown below. Base: Had a branded conversation about the category (allocated randomly to max. 3 only).

Taught them new things about a

certain product/brand

Triggered them to look up

information on product/brands

Triggered them to share


Reassured them that they had

chosen the right product/brand

Made them consider a certain

brand

Convinced them to choose a

certain brand

Made them buy or try a certain

brand

inTV viewer Non-Viewer

175

159

117

119

124

167

175

Index

Impact & Influence - Others Purchase Funnels – Cars/Motors











brand


certain brand


brand

inTV viewer Non-Viewer

145

119

132

147

117

200

267

Index

Dimension 4: Influence Are inTV viewers more influential transmitters than non viewers

The Pillars of Influence – Motors Example (also known as connectors, mavens, sales people)

Motors Example

Connectors Sales People Mavens

“I talk to lots

of people”

“I’m an

expert in this

area”

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100% convince

“I provide

lots of

information”

“I can

convince

others a lot”

And the CHAMPIONS?

• We talk to lots of people

AND

• We provide lots of information/are an expert

AND

• We convince others a lot

CHAMPIONS

Champions by category - total

3.4%

8.3%

7.0%

1.4%

4.2%

2.6%

Champions

Impact & Influence - Others Purchase Funnels – category totals











brand


certain brand


brand

All respondents Champions

53%

21%

45%

24%

37%

18%

18%

0%

2%

4%

6%

8%

10%

12%

5%

2%

11%

5%

10%

4%

2%

0.3%

6%

3%

4%

1%

inTV Non inTV

Influential Transmitters - Champions inTV viewers v non viewers by category

The Multiplier Effect

Conversations about

categories

Brands mentioned in conversations

Tone of voice towards brands

Likelihood to change other

peoples opinions

Effect of conversations on purchase

funnel

Connectors, Mavens,

Sales people and

CHAMPIONS

The MULTIPLIER EFFECT OF

inTV transmitters

+33% monthly

+56% Last

conversation

+11% Positive change

+8% Tone of Voice

+36% Actions for

others

+149% Champions

http://www.gettyimages.co.uk/detail/photo/woman-writing-color-equations-on-blackboard-high-res-stock-photography/108006197

Thank you

inTV - How to harness the power of conversations - full presentation

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