Consumer Empowerment The Insiders - Nestlé case Word of Mouth in cooperation with Insites Consulting.

1. Consumer Empowerment
Case: Herta Word-of-Mouth campaign
29/06/2011 – Stichting Marketing
Roularta Conference Center - Brussels

2. Who are we?
• Expert in experience based
C2C conversation stimulation
• Independent network
• 150.000 potential European
brand ambassadors …
and growing at a fast pace

3. The Insiders WoM-campaigns references
Diageo Nestlé Sara Lee Henkel Diageo Sara Lee Chiquita
Eurostar Music Hall Henkel Sony Playstation Johnson&Johnson Colgate Philips
Albelli Danone Philips Ecover Nutrition & Santé Clinique Norton
Le Petit Marseillais Sara Lee Somatoline Sara Lee Gillette Colgate

4. How do we empower
consumers?

5. Great products create great experiences.

6. Great experiences trigger good word-of-mouth.

7. Dedicated campaigns boost WOM.

8. Keys to success?
Creative conversation stimulation Close follow-up & interaction

9. The Insiders campaign.
2.000 Insiders / objective : break the consideration & credibility barriers.
Selection of Insiders VIP Pack
1 2
3
8 weeks of
conversations stimulation

11. Conversation stimulation
WOM-center Newsletters
Community Contest
Management

12. WoM Center: 1 on 1 interaction
Read and respond
Insiders Reports

13. More reach,
More impact?
Active
ambassadors
Impactful
ambassadors
Exclusive
ambassadors

14. How can we measure the
appropriate KPI’s?

15. MEASURE WOM
1│ WOM-CENTER
2│ 3 SURVEYS
3│ WOM RESEARCH
4│ ONLINE DISCUSSIONS

16. The InSites
research.
Out of the 2.000 Insiders, 750 were
selected to keep track of their
conversations in an online diary. Another
750 were invited every week to report the
conversations they had had during that
week in an online survey.
These Insiders were also asked to invite
their conversation partners to register on
a specific website. These Outsiders then
reported their conversations about the
product on a weekly basis.

17. Results
of the Herta WOM-campaign

18. 1. Insiders are active ambassadors.

19. 7%
online
93%
offline
Online WOM is easy to see,
but only the tip of the iceberg.

20. 54 10
46 28
3
2 78 19
89 45 36
On average, each Insider reached 46 people.
The pass-along effect (second generation reach) accounted for another 3,5 people
each time.

21. 2.000 Insiders reached
400.000 consumers
face-to-face.

22. 2. Insiders are impactful ambassadors.

23. High interest in new products
Innovators Influentials
Social Social
independence influence
Search for Search for
uniqueness relevance
Laggards Followers
Low interest in new products

24. Mainstream Influential
40%
BM: 74% 51%
BM: 10%
9%
BM: 16%
Innovator
Insiders are 5x times more likely to beGatekeeper Innovator
an Influential. none

25. 28%
45% altered
improved
opinion
knowledge
26%
created new
awareness
85% of conversations by Insiders had impact.

26. 13% of conversation contacts
resulted in trial purchases.

27. Conversations make the
difference.
Often
CONVERSATION STARTERS OBJECTIVE ARGUMENTS
The campaign Functional benefits
Taste Varieties
MENTIONS
NEEDLESS EXTRAS STIMULATE MORE
Promotions Usage occasions
Point-of-sales
Rarely
Low High
IMPACT

28. 3. Insiders become exclusive ambassadors.

29. Net promotor score (with a twist).
In this case we used it as a measure to estimate the long-term advocacy intentions
of the Insiders who were specifically recruited to buzz about Herta.

30. Herta 52 + 38 Herta 73
Dr Oetker 28 -63 Dr Oetker -35
Imperial 19 -56 Imperial -37
Delhaize 4 -59 Delhaize -50
Ballade -3 -54 Ballade -55
Marc Payot -18 -32 Marc Payot -57
Croustipate -22 -47 Croustipate -65
Carrefour -23 -42 Carrefour -69
Tarte complet -47 -29 Tarte complet -74
Gu -49 Bel Bake -75
Bel Bake -58 Gu -83
Insiders become exclusive ambassadors

31. Key conclusions
WOM can be stimulated &
measured

32. More involvement, Reach* 200
More reach, Short-term
(in 2 generations)
More impact. Impact
Active
ambassadors
Impactful
ambassadors
Long-term
Reinforcement
Exclusive
ambassadors

33. Thank you
For listening. Now let’s have
a conversation.

34. Let’s talk!
info@theinsiders.eu
www.theinsiders.eu
TheInsidersEU
Bjorn Cassier Head Office
Grotesteenweg 110
Managing Director
2600 Antwerpen
bjorn@theinsiders.eu Belgium
Tel: +32 3 206 70 66
+32 476 804 746
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