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SPREADING THE WORD


WHO DOES IT?
WHAT DRIVES THEM?
HOW CAN YOU MARKET TO THEM?
MEET THE MESSENGERS

HOW DO YOU FIND THE PEOPLE
SPREADING THE WORD?
 Anyone can pass on information
 But there are some people who do so on a
  regular basis forming an identifiable channel for
  spreading the word
 They express themselves through adding
  opinion to the information they spread
 And research shows that they recognise and
  value their role as Messengers
 We call these people Opinion Leaders:
         Some have large networks, some small
         Some networks are homogenous, others
          diverse
         Some are specialists, others discuss a vast range
          of subjects
         They do so for different reasons - and in
          different ways
IDENTIFYING OUR
OPINION LEADERS

THEIR RECOGNITION OF THEIR ROLE IS
THE KEY TO DEFINING THEM

  RESEARCH FROM FUTURE
  FOUNDATION SHOWS THAT
  OPINION LEADERS ROUTINELY
  AGREE WITH AT LEAST 3 OF THESE
  5 STATEMENTS:

 1. I’m always on the lookout for new ideas
 2. People often come to me for advice in general
 3. I pass on recommendations of
    products/services
 4. I forward on links to ads
 5. I’m always telling people about new
    products/services
GETTING THE FULL PICTURE

THIS IS THE FIRST GLOBAL STUDY OF
THOSE SPREADING WORD OF MOUTH

 9,000 Opinion Leaders, 9 countries
 Goes beyond previous Word of Mouth research
  (Keller Fay, Guardian) by global scope and
  definition of 3 types of Opinion Leader
 Part of the BBC’s ongoing programme of Word
  of Mouth research
 Looks at how Opinion Leaders spread the word in
  response to brand activity, news and personal
  experience
 Covers all types of Word of Mouth and all types
  of channel (online and offline)
 By studying the make-up of Opinion Leaders in
  different countries we can explore geographical
  differences in how Word of Mouth works
TODAY'S OPINION LEADERS

THREE DISTINCT TYPES
USING DIFFERENT CHANNELS, ACROSS DIFFERENT TYPES OF
NETWORK, FOR DIFFERENT REASONS




HUB URBANITES   I    EMAIL EVANGELISTS   I   OFFLINE INFLUENCERS
HUB URBANITES                                                             20%
                                                                        OF OPINION
                                                                         LEADERS



 HOW DO THEY SHARE?
  Social media and Instant Messenger

 HOW DO THEY HEAR?                                                        63%
                                                                        TRUST THEM
  TV and radio plus social media

                                                                          100
  (social networks, wikis, forums)

 WHY DO THEY MATTER?                                                PEOPLE IN NETWORK
  Highly trusted, connected and influential
  Talk about more subjects than any other group
  Often the first Opinion Leaders to start discussing a story
                                                                          69%
                                                                 PASS ON INFO AT LEAST DAILY

 WHY DO THEY DO IT?
  For enjoyment
  To increase their profile
  To spark a reaction / recognition
  To advocate for what they believe in
EMAIL EVANGELISTS                                                  20%
                                                                  OF OPINION
                                                                   LEADERS



 HOW DO THEY SHARE?
  Email and SMS

 HOW DO THEY HEAR?
  The web (major international news sites, forums, RSS)
                                                                    47%
                                                                  TRUST THEM

 WHY DO THEY MATTER?
  They have large and diverse networks
                                                                     82
                                                              PEOPLE IN NETWORK
  They reach the people hub urbanites can’t - or won’t
  They talk less often but to a broader range of people            48%
                                                           PASS ON INFO AT LEAST DAILY
 WHY DO THEY DO IT?
  To educate and inspire
  To pass on messages worthy of debate
  To get attention
OFFLINE INFLUENCERS                                                            60%
                                                                             OF OPINION
                                                                              FORMERS



 HOW DO THEY SHARE?
  Face to face or over the phone

 HOW DO THEY HEAR?
  Traditional media (TV and radio)
                                                                               62%
                                                                             TRUST THEM

 WHY DO THEY MATTER?
  Individually they have small networks but together they make
                                                                                64
                                                                         PEOPLE IN NETWORK
  up the majority of opinion leaders
  They are often seen as valued specialists in key areas
                                                                               48%
  When offline influencers start talking, Word of Mouth goes         PASS ON INFO AT LEAST DAILY
  mainstream


 WHY DO THEY DO IT?
  To share ideas they they feel can help or benefit others
  To enjoy sharing different perspectives
  Offline Influencers’ motivation is characteristically altruistic
THE GLOBAL BALANCE OF WORD OF MOUTH


                    USA
                                                           UK
                                                                                        GERMANY
                                                                                                         HONG KONG
                                                   SPAIN
                                                                                                      INDIA
                                                                                   UAE
MEXICO




                                                                                     AUSTRALIA

                         In Hong Kong, India and the United Arab Emirates, technology
                         has a greater role shaping Word of Mouth
                         In established markets, Offline Influencers dominate through
                         sheer weight of numbers


KEY: Proportion of Hub urbanites, Email evangelists and Offline influencers amongst Opinion Leaders
DIFFERENCES REFLECTED IN NETWORKS


                                UK (67)
             USA
             (70)                                                 GERMANY                                 HONG KONG
                                                                  (71)                                       (100)
                            SPAIN (46)
                                                 UAE
                                                 (81)
           MEXICO (59)                                                                              INDIA (103)




                                                          AUSTRALIA (69)
 In developed economies, national networks predominate

 Key emerging markets have larger, technology-driven networks
  that cross international boundaries

 Technology can define network size                              KEY:
                                                                  Proportion of international contacts within
  (in Mexico SMS has a larger role)                               opinion leaders’ networks
                                                           (70)   Average size of Network
WHAT DO THESE OPINION
LEADERS HAVE IN COMMON?
 They are all trusted - and trust matters
  (59% of opinion leaders say they seek advice from someone
  they trust)

 They spread positive word of mouth
  (64% of messages passed on about different categories are
  positive, only 2% are negative, 28% are neutral)

 Opinion leaders shape stories rather than just passing them on - it is
  opinions as well as facts that they are keen to share
  (50% of all Word of Mouth represents stories from the media
  overlaid by opinion)

 It is only when all three Opinion Leaders start talking that
  Word of Mouth enters the mainstream
FEELING POSITIVE

    66% Positive
     2% Negative
     Most positive on: Food and drink, Luxury goods, Technology science
     and environment




                                      61% Positive
                                       3% Negative
                                       Most positive on: Food and drink. Luxury goods, Sports and health




                       73% Positive
                        2% Negative
                        Most positive on: Food and drink, Technology science and
                        environment,, Entertainment
WORD OF MOUTH IN ACTION

Hub Urbanite:
Email Influencers:
OfflineEvangelist:
“I shareamostnews buff so I
    have blog information
    am quite a on Blogger,
updating pretty good at
guess am it 4-6 times parents
with my husband, my per
week. in the know’...
'being Most recently IMy
and my sister, then my closest
purchased a digital camera
feeling is that if face to face
friend – usually a product is
and posted about
good, phone.…” it know;
or by people should on my if
blog, recommending it
it’s not - people shouldand
Amazon.com to others.”
know.”
For Offline Influencers,
Word of Mouth is a
Hub urbanites tend
Email Evangelists have
natural element of to a
post information certain
strong sense not a
relationships,that where
they of
typeswill get kudos for
mission information need
their circulated
to be knowledge - but they
are selective about what
information qualifies
MEDIA DRIVE WORD OF MOUTH

THERE ARE THREE KEY POINTS AT WHICH MEDIA CHANNELS
INFLUENCE OPINION LEADERS




  FINDING OUT NEWS                     RESEARCHING FURTHER -                  DECISION TO SPREAD THE
   OR INFORMATION                      AND FORMING OPINIONS                           WORD



 To see the roles played by different media channels, we looked at some real examples
THE DEATH OF MICHAEL JACKSON

OPINION LEADERS
HEARD THE STORY
FIRST THROUGH TV

WE ASKED OPINION
                                        45%
                                        DISCOVERED
LEADERS HOW THEY FIRST
                                         THE NEWS
LEARNED ABOUT MICHAEL
                                           ON TV
JACKSON’S DEATH


                         COMPARED TO




           23%           15%           12%           2%
THE DEATH OF MICHAEL JACKSON

YET ONLINE TOOK
OVER WHEN IT CAME
TO FINDING OUT MORE
                                      85%
                                     FOUND OUT
AND FORMING                          MORE ONLINE
OPINIONS




                       COMPARED TO


                                     12%
        35%           12%
                                                   22%
WHERE DO OPINIONS COME FROM ONLINE?

 OPINION LEADERS TURN TO ESTABLISHED MEDIA BRANDS ON THE WEB




MAJOR INTERNATIONAL     MAJOR INTERNATIONAL     MAJOR INTERNATIONAL
NEWS SITES: 66%         NEWS SITES: 61%         NEWS SITES: 74%

LOCAL NEWS SITES: 69%   LOCAL NEWS SITES: 56%   LOCAL NEWS SITES: 72%

NEWS FORUMS: 9%         NEWS FORUMS: 12%        NEWS FORUMS: 21%
THIS FOCUS ON TRUST BENEFITS THE BBC

Which of the following do you think is a trustworthy source of news? By size of network

   70%
                  Smaller network      Have personal and private networks of at least 75 each
   60%

   50%

   40%

   30%

   20%

   10%

    0%
                   BBC.com                   BBC World News
THE BBC IS PARTICULARLY TRUSTED
BY OPINION LEADERS

                                                   Why opinion leaders say they trust
                                                   BBC...
In UK, 94% of OLs trust BBC.com or BBC World
News                                               “Because of their unbiased opinions and
                                                   news coverage.”
                                                   “The rest are typically Indian wishy washy
                                                   about facts.”
                                                   “It gives balanced media coverage.”
In UAE, 74% of OLs trust BBC.com and 75% trust
BBC World News
                                                   (India focus groups)




In India, 72% of OLs trust BBC.com and 71% trust
BBC World News
DISCOVERY AND OPINION FORMING

MAINSTREAM MEDIA BRANDS DRIVE THE PROCESS

 Mainstream media dominate when it comes to breaking news:
  TV was the main source for all 3 groups and radio also
  played a key role
 Yet online is increasingly integrated for early-stage Opinion
  Leaders:
  29% of Email Evangelists and 30% of Hub Urbanites
  discovered the news online
 Opinion Leaders turn to established media brands online when
  they come to research a story:
  74% of Hub Urbanites, 66% of Offline Influencers and 61%
  of Email Evangelists use major international
  news sites
 Social media users are more not less engaged with mainstream
  media brands
 It is mainstream media (not UGC) that triggers Word of Mouth
THE STORY:“SPOTIFY MAKES MORE MONEY
                                                    FOR UNIVERSAL THAN ITUNES”
THE TRIGGER

MAINSTREAM MEDIA IS REQUIRED
TO IGNITE WORD OF MOUTH


 The point at which a story becomes a Word of
  Mouth moment is sometimes instantaneous
 But it sometimes occurs weeks or months after a
  story appears
 The trigger is typically an appearance on a
  mainstream media channel


 The conversations of Hub urbanites can pre-date
  the Word of Mouth moment
 But engaging the interest of Email evangelists
  may require a mainstream media “push”
BRAND STRATEGIES FOR WORD OF MOUTH

CHANNELS AND TRIGGERS
 Opinion Leaders credit advertising and marketing
  with driving 58% of Word of Mouth
 Word of Mouth is predominantly positive
  Embrace it as an opportunity, remove barriers and
  make it easy to share
 Opinion forming is important
  Suggest links and connections, provide channels for
  sharing opinions
 Professional media stimulate social media
  Editorial content and advertising have a crucial role
  in driving awareness
 The newest social media channel is not necessarily the
  most influential
  An integrated strategy across both media and
  communications channels is vital
ACTING ON WORD OF MOUTH


                       Patterns show the importance of specialist
                        opinion leaders in certain key categories
                       Key influencers pass on information, larger
                        numbers of opinion leaders act on it
HOW TO ACTIVATE
OFFLINE INFLUENCERS

KEY CATEGORY RELATIONSHIPS:
 Luxury
  They are particularly likely to respond to special promotions
 Sports and Health
  Media stories drive Word of Mouth but they are less
                                                                  DRIVEN TO SHARE BY…
  interested in special promotions in this category - pundits
  rather than fitness fanatics
                                                                  PERSONAL EXPERIENCE: 56%
 Food and Drink
  Big fans - most keen on sharing recent purchases and special    STORIES IN THE MEDIA: 44%
  offers
                                                                  MARKETING/BRAND: 10%
MOST INFLUENTIAL ON:
 Politics, Entertainment, Food and Drink

HOW DO YOU GET THEM INTERESTED?
 Play to their areas of expertise with positive brand
  interaction: bespoke offers and tailored information
HOW TO ACTIVATE
EMAIL EVANGELISTS

KEY CATEGORY RELATIONSHIPS
 Luxury
  They love recommending products they have bought
 Entertainment
  Especially keen to keep networks informed about stories they
                                                                     DRIVEN TO SHARE BY…
  have heard in the media
 Finance                                                            PERSONAL EXPERIENCE: 46%
  A strong interest and keen to share advice
                                                                     STORIES IN THE MEDIA: 38%
MOST INFLUENTIAL ON:
                                                                     MARKETING/BRAND: 19%
 Finance, Business

HOW DO YOU GET THEM INTERESTED?
 Give them something to talk about. And keep them in the loop
  on big stories. They love to share content and will spread value
  propositions and offers if they are compelling enough
HOW TO ACTIVATE
HUB URBANITES

KEY CATEGORY RELATIONSHIPS:
 Technology
  They like sharing their expertise through forums but are less
  interested in special offers in this category
 Entertainment
  They love commenting by text while watching TV                     DRIVEN TO SHARE BY…
 Finance
  They are keen to share experience and information, but less        PERSONAL EXPERIENCE: 65%
  likely to share this information through social media
                                                                     STORIES IN THE MEDIA: 57%
MOST INFLUENTIAL ON:
                                                                     SPECIAL OFFERS: 49%
 They are the most likely to discuss any subject: favourite
  topics are Science and Technology and Entertainment
  and they over-index particularly highly on Arts and
  Culture

HOW DO YOU GET THEM INTERESTED?
 They demand relationships and rewards for putting their
  reputation on the line. Reinforce their position as experts with
  specialist, exclusive news (and never mass PR)
WHAT’S THE MEANING?

WORD OF MOUTH, MEDIA AND
MARKETING
 Word of Mouth has not supplanted
  mainstream media brands
 It multiplies their influence
 Trust is now the essential quality for both
  brands and media - since trust is the most valued
  asset of Opinion Leaders
 Personal experience can initiate Word of Mouth
  but Word of Mouth rarely becomes large-scale
  without a push from mainstream media or
  marketing activity
 Because of this, Word of Mouth can be
  understood, predicted and planned

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Spreading the Word: Influencing Opinion Leaders Globally

  • 1. SPREADING THE WORD WHO DOES IT? WHAT DRIVES THEM? HOW CAN YOU MARKET TO THEM?
  • 2. MEET THE MESSENGERS HOW DO YOU FIND THE PEOPLE SPREADING THE WORD?  Anyone can pass on information  But there are some people who do so on a regular basis forming an identifiable channel for spreading the word  They express themselves through adding opinion to the information they spread  And research shows that they recognise and value their role as Messengers  We call these people Opinion Leaders:  Some have large networks, some small  Some networks are homogenous, others diverse  Some are specialists, others discuss a vast range of subjects  They do so for different reasons - and in different ways
  • 3. IDENTIFYING OUR OPINION LEADERS THEIR RECOGNITION OF THEIR ROLE IS THE KEY TO DEFINING THEM RESEARCH FROM FUTURE FOUNDATION SHOWS THAT OPINION LEADERS ROUTINELY AGREE WITH AT LEAST 3 OF THESE 5 STATEMENTS: 1. I’m always on the lookout for new ideas 2. People often come to me for advice in general 3. I pass on recommendations of products/services 4. I forward on links to ads 5. I’m always telling people about new products/services
  • 4. GETTING THE FULL PICTURE THIS IS THE FIRST GLOBAL STUDY OF THOSE SPREADING WORD OF MOUTH  9,000 Opinion Leaders, 9 countries  Goes beyond previous Word of Mouth research (Keller Fay, Guardian) by global scope and definition of 3 types of Opinion Leader  Part of the BBC’s ongoing programme of Word of Mouth research  Looks at how Opinion Leaders spread the word in response to brand activity, news and personal experience  Covers all types of Word of Mouth and all types of channel (online and offline)  By studying the make-up of Opinion Leaders in different countries we can explore geographical differences in how Word of Mouth works
  • 5. TODAY'S OPINION LEADERS THREE DISTINCT TYPES USING DIFFERENT CHANNELS, ACROSS DIFFERENT TYPES OF NETWORK, FOR DIFFERENT REASONS HUB URBANITES I EMAIL EVANGELISTS I OFFLINE INFLUENCERS
  • 6. HUB URBANITES 20% OF OPINION LEADERS HOW DO THEY SHARE?  Social media and Instant Messenger HOW DO THEY HEAR? 63% TRUST THEM  TV and radio plus social media 100 (social networks, wikis, forums) WHY DO THEY MATTER? PEOPLE IN NETWORK  Highly trusted, connected and influential  Talk about more subjects than any other group  Often the first Opinion Leaders to start discussing a story 69% PASS ON INFO AT LEAST DAILY WHY DO THEY DO IT?  For enjoyment  To increase their profile  To spark a reaction / recognition  To advocate for what they believe in
  • 7. EMAIL EVANGELISTS 20% OF OPINION LEADERS HOW DO THEY SHARE?  Email and SMS HOW DO THEY HEAR?  The web (major international news sites, forums, RSS) 47% TRUST THEM WHY DO THEY MATTER?  They have large and diverse networks 82 PEOPLE IN NETWORK  They reach the people hub urbanites can’t - or won’t  They talk less often but to a broader range of people 48% PASS ON INFO AT LEAST DAILY WHY DO THEY DO IT?  To educate and inspire  To pass on messages worthy of debate  To get attention
  • 8. OFFLINE INFLUENCERS 60% OF OPINION FORMERS HOW DO THEY SHARE?  Face to face or over the phone HOW DO THEY HEAR?  Traditional media (TV and radio) 62% TRUST THEM WHY DO THEY MATTER?  Individually they have small networks but together they make 64 PEOPLE IN NETWORK up the majority of opinion leaders  They are often seen as valued specialists in key areas 48%  When offline influencers start talking, Word of Mouth goes PASS ON INFO AT LEAST DAILY mainstream WHY DO THEY DO IT?  To share ideas they they feel can help or benefit others  To enjoy sharing different perspectives  Offline Influencers’ motivation is characteristically altruistic
  • 9. THE GLOBAL BALANCE OF WORD OF MOUTH USA UK GERMANY HONG KONG SPAIN INDIA UAE MEXICO AUSTRALIA In Hong Kong, India and the United Arab Emirates, technology has a greater role shaping Word of Mouth In established markets, Offline Influencers dominate through sheer weight of numbers KEY: Proportion of Hub urbanites, Email evangelists and Offline influencers amongst Opinion Leaders
  • 10. DIFFERENCES REFLECTED IN NETWORKS UK (67) USA (70) GERMANY HONG KONG (71) (100) SPAIN (46) UAE (81) MEXICO (59) INDIA (103) AUSTRALIA (69)  In developed economies, national networks predominate  Key emerging markets have larger, technology-driven networks that cross international boundaries  Technology can define network size KEY: Proportion of international contacts within (in Mexico SMS has a larger role) opinion leaders’ networks (70) Average size of Network
  • 11. WHAT DO THESE OPINION LEADERS HAVE IN COMMON?  They are all trusted - and trust matters (59% of opinion leaders say they seek advice from someone they trust)  They spread positive word of mouth (64% of messages passed on about different categories are positive, only 2% are negative, 28% are neutral)  Opinion leaders shape stories rather than just passing them on - it is opinions as well as facts that they are keen to share (50% of all Word of Mouth represents stories from the media overlaid by opinion)  It is only when all three Opinion Leaders start talking that Word of Mouth enters the mainstream
  • 12. FEELING POSITIVE  66% Positive 2% Negative Most positive on: Food and drink, Luxury goods, Technology science and environment  61% Positive 3% Negative Most positive on: Food and drink. Luxury goods, Sports and health  73% Positive 2% Negative Most positive on: Food and drink, Technology science and environment,, Entertainment
  • 13. WORD OF MOUTH IN ACTION Hub Urbanite: Email Influencers: OfflineEvangelist: “I shareamostnews buff so I have blog information am quite a on Blogger, updating pretty good at guess am it 4-6 times parents with my husband, my per week. in the know’... 'being Most recently IMy and my sister, then my closest purchased a digital camera feeling is that if face to face friend – usually a product is and posted about good, phone.…” it know; or by people should on my if blog, recommending it it’s not - people shouldand Amazon.com to others.” know.” For Offline Influencers, Word of Mouth is a Hub urbanites tend Email Evangelists have natural element of to a post information certain strong sense not a relationships,that where they of typeswill get kudos for mission information need their circulated to be knowledge - but they are selective about what information qualifies
  • 14. MEDIA DRIVE WORD OF MOUTH THERE ARE THREE KEY POINTS AT WHICH MEDIA CHANNELS INFLUENCE OPINION LEADERS FINDING OUT NEWS RESEARCHING FURTHER - DECISION TO SPREAD THE OR INFORMATION AND FORMING OPINIONS WORD  To see the roles played by different media channels, we looked at some real examples
  • 15. THE DEATH OF MICHAEL JACKSON OPINION LEADERS HEARD THE STORY FIRST THROUGH TV WE ASKED OPINION 45% DISCOVERED LEADERS HOW THEY FIRST THE NEWS LEARNED ABOUT MICHAEL ON TV JACKSON’S DEATH COMPARED TO 23% 15% 12% 2%
  • 16. THE DEATH OF MICHAEL JACKSON YET ONLINE TOOK OVER WHEN IT CAME TO FINDING OUT MORE 85% FOUND OUT AND FORMING MORE ONLINE OPINIONS COMPARED TO 12% 35% 12% 22%
  • 17. WHERE DO OPINIONS COME FROM ONLINE? OPINION LEADERS TURN TO ESTABLISHED MEDIA BRANDS ON THE WEB MAJOR INTERNATIONAL MAJOR INTERNATIONAL MAJOR INTERNATIONAL NEWS SITES: 66% NEWS SITES: 61% NEWS SITES: 74% LOCAL NEWS SITES: 69% LOCAL NEWS SITES: 56% LOCAL NEWS SITES: 72% NEWS FORUMS: 9% NEWS FORUMS: 12% NEWS FORUMS: 21%
  • 18. THIS FOCUS ON TRUST BENEFITS THE BBC Which of the following do you think is a trustworthy source of news? By size of network 70% Smaller network Have personal and private networks of at least 75 each 60% 50% 40% 30% 20% 10% 0% BBC.com BBC World News
  • 19. THE BBC IS PARTICULARLY TRUSTED BY OPINION LEADERS Why opinion leaders say they trust BBC... In UK, 94% of OLs trust BBC.com or BBC World News “Because of their unbiased opinions and news coverage.” “The rest are typically Indian wishy washy about facts.” “It gives balanced media coverage.” In UAE, 74% of OLs trust BBC.com and 75% trust BBC World News (India focus groups) In India, 72% of OLs trust BBC.com and 71% trust BBC World News
  • 20. DISCOVERY AND OPINION FORMING MAINSTREAM MEDIA BRANDS DRIVE THE PROCESS  Mainstream media dominate when it comes to breaking news: TV was the main source for all 3 groups and radio also played a key role  Yet online is increasingly integrated for early-stage Opinion Leaders: 29% of Email Evangelists and 30% of Hub Urbanites discovered the news online  Opinion Leaders turn to established media brands online when they come to research a story: 74% of Hub Urbanites, 66% of Offline Influencers and 61% of Email Evangelists use major international news sites  Social media users are more not less engaged with mainstream media brands  It is mainstream media (not UGC) that triggers Word of Mouth
  • 21. THE STORY:“SPOTIFY MAKES MORE MONEY FOR UNIVERSAL THAN ITUNES” THE TRIGGER MAINSTREAM MEDIA IS REQUIRED TO IGNITE WORD OF MOUTH  The point at which a story becomes a Word of Mouth moment is sometimes instantaneous  But it sometimes occurs weeks or months after a story appears  The trigger is typically an appearance on a mainstream media channel  The conversations of Hub urbanites can pre-date the Word of Mouth moment  But engaging the interest of Email evangelists may require a mainstream media “push”
  • 22. BRAND STRATEGIES FOR WORD OF MOUTH CHANNELS AND TRIGGERS  Opinion Leaders credit advertising and marketing with driving 58% of Word of Mouth  Word of Mouth is predominantly positive Embrace it as an opportunity, remove barriers and make it easy to share  Opinion forming is important Suggest links and connections, provide channels for sharing opinions  Professional media stimulate social media Editorial content and advertising have a crucial role in driving awareness  The newest social media channel is not necessarily the most influential An integrated strategy across both media and communications channels is vital
  • 23. ACTING ON WORD OF MOUTH  Patterns show the importance of specialist opinion leaders in certain key categories  Key influencers pass on information, larger numbers of opinion leaders act on it
  • 24. HOW TO ACTIVATE OFFLINE INFLUENCERS KEY CATEGORY RELATIONSHIPS:  Luxury They are particularly likely to respond to special promotions  Sports and Health Media stories drive Word of Mouth but they are less DRIVEN TO SHARE BY… interested in special promotions in this category - pundits rather than fitness fanatics PERSONAL EXPERIENCE: 56%  Food and Drink Big fans - most keen on sharing recent purchases and special STORIES IN THE MEDIA: 44% offers MARKETING/BRAND: 10% MOST INFLUENTIAL ON:  Politics, Entertainment, Food and Drink HOW DO YOU GET THEM INTERESTED?  Play to their areas of expertise with positive brand interaction: bespoke offers and tailored information
  • 25. HOW TO ACTIVATE EMAIL EVANGELISTS KEY CATEGORY RELATIONSHIPS  Luxury They love recommending products they have bought  Entertainment Especially keen to keep networks informed about stories they DRIVEN TO SHARE BY… have heard in the media  Finance PERSONAL EXPERIENCE: 46% A strong interest and keen to share advice STORIES IN THE MEDIA: 38% MOST INFLUENTIAL ON: MARKETING/BRAND: 19%  Finance, Business HOW DO YOU GET THEM INTERESTED?  Give them something to talk about. And keep them in the loop on big stories. They love to share content and will spread value propositions and offers if they are compelling enough
  • 26. HOW TO ACTIVATE HUB URBANITES KEY CATEGORY RELATIONSHIPS:  Technology They like sharing their expertise through forums but are less interested in special offers in this category  Entertainment They love commenting by text while watching TV DRIVEN TO SHARE BY…  Finance They are keen to share experience and information, but less PERSONAL EXPERIENCE: 65% likely to share this information through social media STORIES IN THE MEDIA: 57% MOST INFLUENTIAL ON: SPECIAL OFFERS: 49%  They are the most likely to discuss any subject: favourite topics are Science and Technology and Entertainment and they over-index particularly highly on Arts and Culture HOW DO YOU GET THEM INTERESTED?  They demand relationships and rewards for putting their reputation on the line. Reinforce their position as experts with specialist, exclusive news (and never mass PR)
  • 27. WHAT’S THE MEANING? WORD OF MOUTH, MEDIA AND MARKETING  Word of Mouth has not supplanted mainstream media brands  It multiplies their influence  Trust is now the essential quality for both brands and media - since trust is the most valued asset of Opinion Leaders  Personal experience can initiate Word of Mouth but Word of Mouth rarely becomes large-scale without a push from mainstream media or marketing activity  Because of this, Word of Mouth can be understood, predicted and planned