The OPPA Brand Buzz Survey investigates the relationship between brand conversations and content sites (sites of magazines, newspapers, TV channels) : 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 ???

1. ‘OPPA Brand Buzz
Survey’
Research - Results
Summary
04/09/2012

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. Individuals and professionals behind
content sites
Source : Internal data

4. Content sites are an audience success
Source : Metriweb – February 2012

5. Content sites are mobile leaders
Source : Internal data – February 2012

6. OPPA Brand Buzz Survey
• In 2011 OPPA did successful research about the correlation between
trust in content sites and the professionalism and quality of editorial
teams.
• With the OPPA Brand Buzz Survey we go a step further and investigate
relationships between brand conversations & OPPA members’ media
properties. With the OPPA Brand Buzz Survey we give an answer to 3
questions :
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 ?

7. Methodology A few statistics…
• Online interviews (CAWI) • Completed interviews : 1981
• Duration: 15min
• 1 month field survey , from June • Analyzed conversations: 3816
26 until July 26 2012
• Total brand mentions: 10689
• Weighted against online Belgian
population, 15+ (CIM)
• Analyzed brand mentions: 6328
• Recruiting through bannering on
OPPA websites
• Research performed by Dialog
Solutions, in partnership with
OPPA Research Group

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

9. 9 out of 10 visitors talk about brands on a
regular basis
In the last 7 days, have you had a conversation regarding consumption
(holidays, banking,…) in which a specific brand was mentioned ?
Yes 89,6%
No 10,4%

10. Advertising and content drive
conversations
Which source(s) lead(s) you or your interlocutor to have a conversation
regarding « Category X » ? (Several possible answers)
A past purchase 25%
An experience with this product/service 23%
A future purchase 23%
An ad 20%
A close acquaintance initiated it 15%
Content on the Internet (article,…) 12%
The press, television or radio (except linked websites) 11%
No particular reason 10%
I don't know 1%
n= 3816

11. Content sites rank as 1st digital source of
conversations
If it was an advertisment, through what medium/media was it
presented (multiple answers possible) ?
Magazine or newspaper 36%
On television 19%
Content Sites 17%
By email 12%
On a bilboard/street publicity 7%
Brand website 5%
On the radio 4%
E-commerce 4%
Social media 4%
Web portal 4%
Online classifieds site 3%
Video website 1%
Forums or blogs 1%
n= 718

12. Content sites encourage conversation
straightaway
How do you communicate about On which website(s) do you communicate
brands ? online about brands ?
Content sites 58%
During an oral
86,6%
conversation
Social media 40,2%
Forums or blogs 30,0%
By email, text message,
43,5%
telephone
Web portals 29,4%
Brand websites 27,6%
On Internet websites 35%
E-commerce 23,4%
Classifieds websites 9,0%
Via instant messaging 9,5%
Video websites 8,2%
n= 1981 n= 693

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

14. What drives these
conversations with
Belgian visitors ?

15. Content sites visitors’ interests span
multiple categories
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
Food products 48,1% Food products 38,7%
Holidays 45,4% Holidays 36,8%
Fashion 34,5% Internet / Telecom / TV 30,4%
Beauty products/shops 24,1% Consumer technology 23,9%
Supermarkets 22,5% Energy 23,4%
n= 1981

16. Content sites attract opinion leaders
Recommend brands very often or often Get called for recommendations almost always/often
Content sites' regular
Content sites' regular users 51% OR users
23% 54%
Content sites' light
Content sites' light users 40% 12%
users
Talk about new products/services before/after purchase Initiate or contribute to conversations about brands
Content sites' regular users 90% Content sites' regular users 89%
Content sites' light users 73% Content sites' light users 75%
n= 1981
Note: OPPA regular users go to OPPA sites multiple times
per week, light users less

17. The majority of conversations are positive
How was “Brand X” mentioned ?
Household Products 55,8% 31,0% 8,8% 1,9% 2,5%
Beauty Products 47,2% 40,7% 10,3% 0 1,8%
Food Products 42,9% 37,3% 13,0% 5,5% 1,3%
Drinks (soft drinks, alcohol etc…) 40,9% 36,1% 14,5% 7,6% 0,9%
Cars 40,8% 39,2% 12,2% 6,1% 1,6%
Very positively
Consumer Technology 34,5% 44,4% 17,1% 3,2% 0,9%
Positively
Fashion 29,2% 49,7% 16,8% 3,8% 0,4%
Holidays 29,0% 41,1% 23,8% 5,4% 0,6% Neither positively nor
negatively
Supermarkets 27,8% 42,0% 19,3% 8,5% 2,3%
Negatively
Decoration/Furniture 26,5% 42,9% 26,6% 3,6% 0,4%
Very negatively
Banking/Insurance 18,3% 30,4% 24,2% 18,8% 8,3%
Energy 17,1% 29,1% 26,0% 19,8% 8,0%
Internet/Telecom/TV 13,8% 38,8% 22,9% 17,4% 7,2%
n= 6328

18. Most conversations drive change
What was the aim of the conversation regarding « Brand X »
(multiple responses possible) ?
Convince to buy a product/service 22,7% 29% of conversations
aim to CONVINCE
Convince not to buy a product/service 6,5% others
Inform others on a product/service
35% of conversations
19,6%
aim to INFORM OR
Get informed on a product/service 16,0%
GET INFORMED
11% aim to get
Get advice on a product/service 11,0%
ADVICE
The brand was mentionned with no
particular intention
19,6% 25% are neutral or
have other purposes
Other 4,6%
n= 6328

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

20. What do these powerful
conversations mean for brands ?

21. Conversations spread along the whole
purchase funnel
What was the conversation about « Category X » regarding ? (3 answers max)
Fashion 48% 50% 20% 11% 1%
Decoration/Furniture 76% 16% 12% 12% 5%
Regarding a future purchase
Consumer Technoogy 63% 27% 12% 13% 6%
Beauty Products 44% 45% 22% 25% 2%
Regarding a past purchase
Holidays 53% 31% 16% 13% 4%
Cars 55% 27% 18% 17% 6%
Regarding a seen or heard ad
Food Products 41% 37% 28% 29% 4%
Drinks (soft drinks, alcohol,…) 35% 33% 29% 34% 4%
Regarding the use of a product
Household products 30% 38% 31% 31% 1% or service without any
particular aim
Supermarkets 34% 30% 35% 22% 8%
After a contact with a service
Internet / Telecom / TV 29% 18% 22% 39% 13% (sale, customer service,…)
Energy 22% 18% 17% 38% 18%
Banking/ Insurances 25% 13% 17% 45% 17%
n= 3816

22. Many brands shine in the survey
Top 3 positive brand mentions by category
Food Drink Beauty Bank/Insurance Energy
• Knorr • Nespresso • Yves Rocher • Record Bank • Lampiris
• Leonidas • Duvel • Dove • Rabobank • Essent
• Ijsboerke • Lipton Ice Tea • Estee Lauder • Keytrade Bank • Aardgas
Clothes Furniture/ Cars Internet/Telecom Consumer Tech
Decoration /TV • Sony
• Geox • Audi Playstation
• Gamma • Base
• Esprit • Brico Planit • Ford • Proximus • Sony
• C&A • VW • Mobistar • Samsung
• Hubo
Supermarkets Household Holidays
• O’Cool
Products • MSC Croisières
• Dreft
• Colruyt • Sunjets
• Ecover
• Albert Heijn • Ariel • Jetair
Ranking criteria: Brands with most positive mentions among brands
most mentioned in category

23. Buzz & Ambassadorship maps
establish a brand benchmark
BUZZ MAP
POSITIVE Is a brand generating buzz ? How much &
LATENT GOOD how strong compared to its competitors ? Is
TONE BUZZ BUZZ word of mouth entirely positive or mixed ?
OF NEUTRAL
VOICE
DEATH MIXED Map explanation:
Tone of voice: tone of the brand mentions in the past
NEGATIVE
ZONE BUZZ conversations
Intensity: number of mentions
LOW HIGH
INTENSITY (VOLUME)
AMBASSADORSHIP MAP Are brand ambassadors doing the talking or
HIGH non-clients bashing brands ? How do brands
ADMIRERS AMBAS- compare within each category ?
SADORS
NET PRO- Map explanation:
MOTION Net promotion: % who persuade minus % who dissuade,
IMAGE WARNING compared vs peers
Who is talking: clients, non clients, or mix
LOW
KILLERS GIVERS
NON- CLIENTS
CLIENTS WHO IS
TALKING

24. Buzz Map
Which brands are creating the conversations?
(Summary at category level)
LATENT BUZZ GOOD BUZZ
POSITIVE
BEAUTY • Negative correlation
HOUSEHOLD PRODUCTS between tone and
intensity
CARS FOOD
• Services provoke more
CONSUMER TECH FASHION
conversations yet are
DRINKS prone to negative
TONE
FURNITURE SUPERMARKETS HOLIDAYS
OF feedback
VOICE • Products (apart from
food & drinks) incite
INTERNET/TELECOM/TV
less, yet positive,
BANKING/INSURANCE
conversations.
ENERGY
NEGATIVE DEATH ZONE MIXED BUZZ
LOW HIGH
INTENSITY (VOLUME)
n= 6328
Note: position on graph show relative
performance vs other categories

25. Ambassadorship map
Who is talking & why ? (Summay at category level)
HIGH ADMIRERS AMBASSADORS
HOUSEHOLD PRODUCTS • Positive correlation:
ambassadorship and
BEAUTY client base
FOOD • Considered
SUPERMARKETS goods/services
generate
CONSUMER TECH FURNITURE/DECORATION conversations from
NET
PROMOTION FASHION non clients to gain
CARS HOLIDAYS
information about
the product before
purchase.
INTERNET/TELECOM/TV
• Everyday goods
BANKING/INSURANCE generate
conversations mostly
ENERGY from clients
LOW
IMAGE KILLERS WARNING GIVERS
NON-CLIENTS MIX CLIENTS
WHO IS TALKING
n= 6328
Note: position on graph show relative
performance vs other categories

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

27. 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.

28. THANKYOU
Siska Truyman – OPPA Coordinator
Siska.truyman@theppress.be
+32 (0) 497 03 91 22
www.twitter.com/OPPAbelgium