Targeting influentials - A study of Word of Mouth
18 Mar 2008
This research tests hypotheses that have been formed as a result of worldwide findings into Word of Mouth (WOM) and the role that media plays in driving it.
The importance of WOM is growing
Over the last 30 years organisations such as Roper in the US have demonstrated the rise in impact of WOM recommendations from friends and family while TGI has established that UK consumers rate WOM as a useful source of information on new and existing products and services.
Activating ‘Influentials’ is the key
If the individuals most likely to create WOM (Influentials) can be identified, reached and activated benchmark figures (provided by ‘Buzzagent’) underline the power of these consumers. The Influencer (once activated) will have an average of 12 conversations with members of their social network about a product or service. In turn these secondary Influencers will have a further 4.14 conversations providing an average of 60 conversations generated by each activated Influencer.
Advertising can drive activation
Influentials, according to Eric Vernette (Professor of Marketing at Toulouse University), are more exposed to and more positive about advertising and are likely to discuss advertising more frequently than other consumers. Emmanuel Rosen (author of The Anatomy of Buzz) recently stated at a UK conference that 48% of ‘buzz’ in the US directly mentions advertising.
Influentials love print
Multiple studies have shown that print in general, and magazines in particular, are the media of choice for Influentials. Influentials in a given category are usually highly knowledgeable, enthusiastic, and vocal about their particular passion. As a consequence they seek out content that enhances and reflects this interest. Magazines are created to fulfil the needs of these ‘communities of interest’ and as a result provide advertisers with direct access to the WOM engine in their marketplace.
The PPA Marketing study improves our understanding of WOM within a UK context and demonstrates a methodology for planners seeking to activate Influencers in multiple product categories.
The research breaks down into 3 sections:
The Importance of WOM
Does the significance of WOM vary across product categories?
Which media do consumers feel impact on their WOM recommendations (by category)?
Identifying Influentials
Who are the Influentials in the marketplace (by category)?
What are the socio-demographics and psychographics of this group?
Reaching Influentials
What media do they use?
What magazines do they use?
In total the research covers 11 different product categories using a mixture of BMRB Omnibus surveys and TGI WOM analysis. The methodology used will be provided to agencies allowing them to replicate the PPA Marketing work for their own clients.
PowerPoint presentation on overall WOM study
PowerPoint presentations by category are available for download
For information on TGI analysis within any of the 11 categories, please contact PPA Marketing.
Join the WOM debate
Claudine Collins from MediaCom, Enyi Nwosu from CHI & Partners and Mark Bauer from Rise Communications are all currently voicing their opinions on PPA Marketing's new WOM Blog.
Why not join the debate? Visit our WOM Blog
Related articles
PowerPoint presentations by category