Welcome to Soup
© Soup 2010
“Simply by finding and reaching those few special people who hold so much social power, we can shape the course of social epidemics…Look at the world around you…With the slightest push – in the right place – it can be tipped”. Malcolm Gladwell The Tipping Point
“Word of mouth the most powerful media” Neilson
2007: 78% 2007: 63%
2009
WOM even more powerful now
WOM is 50 times more likely to generate a purchase than other mass media vehicles McKinsey Quarterly 2010
A new way to manage word-of-mouth marketing
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Industry leading research
Australia’s first comprehensive measurement of brandrelated online and offline conversations with US agency Keller Fay: 3,000 interviews tracking over 35,000 branded conversations.
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Talktrack Australia: WOM by category Share of Conversations by Category Food & Dining
59% 62% 55% 51%
Media & Entertainment Sports, Recreation & Hobbies
42%
Beverages (Alc & Non-Alc) Telecommunications
39%
Shopping & Retail
36%
Technology
39%
Health & Healthcare Travel Services
21%
50% 48% 47% 46% 46%
44% 40% 41% 38% 37% 35% 34%
Automotive Financial Services/Insurance
28% 29% 26% 24% 23% 25%
Major Home Appliances Household Products Personal Care & Beauty Children's Products
67%
17%
Base: Respondents (TalkTrack® Australia, n=2,829; TalkTrack® U.S. n=2,691). Source: TalkTrack® Australia (April 7 – May 10, 2010), TalkTrack® U.S. (April 2010).
Australia US
23%
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Number of conversations Average Weekly Branded Conversations Across All Categories
67.8
65.7
81.3 68.7
Australia
US
67.2
68.3
Gender:
Age:
16-17
Base: Respondents (TalkTrack® Australia: Total Public, n=2,829; TalkTrack® U.S.: Total Public, n=2,691). Source: TalkTrack® Australia (April 7 – May 10, 2010), TalkTrack® U.S. (April 2010).
66.9
18-29
30-39
63.4
40-49
59.5
50-69
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Top brands by share of total mentions Top Brands Across All Product Categories by Total Mentions Top Australian Brands Rank
% of WOM mentions
#1
1.9%
#2
Top US Brands Rank
% of WOM mentions
Telstra
#1
1.4%
Verizon
1.3%
Optus
#2
1.4%
AT&T
#3
1.2%
Coles
#3
1.3%
Coca-Cola
#4
1.2%
Apple Computer
#4
1.2%
Pepsi
#5
1.1%
Coca-Cola
#5
1.1%
Walmart
#6
1.1%
Sony
#6
1.0%
Ford
#7
1.0%
AFL
#7
0.9%
Apple Computer
#8
1.0%
Woolworths
#8
0.8%
McDonald’s
#9
0.9%
Qantas
#9
0.7%
Dell Computers
#10
0.9%
McDonald’s
#10
0.7%
Toyota
Brand
Base: Brand Mentions (TalkTrack® Australia, n=28,267; TalkTrack® U.S., n=25,975) Source: TalkTrack® Australia (April 7 – May 10, 2010), TalkTrack® U.S. (April 2010) Base: Brand Mentions (TalkTrack® Australia, n=28,267; TalkTrack® U.S., n=25,975). Source: TalkTrack® Australia (April 7 – May 10, 2010), TalkTrack® U.S. (April 2010).
Brand
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Top brands by share of total positive mentions Top Brands Across All Product Categories by Positive Mentions Top Australian Brands Rank
% of Positive WOM mentions
#1
1.7%
#2
Top US Brands Rank
% of Positive WOM mentions
Apple Computer
#1
1.9%
Coca-Cola
1.2%
Coles
#2
1.6%
Pepsi
#3
1.2%
Sony
#3
1.1%
Ford
#4
1.2%
Coca-Cola
#4
1.1%
Verizon
#5
1.1%
Holden
#5
1.1%
Walmart
#6
1.1%
Toyota
#6
0.9%
McDonald’s
#7
1.0%
Nokia
#7
0.8%
Chevrolet
#8
1.0%
AFL
#8
0.8%
Apple Computer
#9
1.0%
LG
#9
0.8%
Dell Computers
#10
0.9%
McDonald’s
#10
0.7%
Sony
Brand
Base: Positive Brand Mentions (TalkTrack® Australia, n=9,178; TalkTrack® U.S., n=8,691) . Source: TalkTrack® Australia (April 7 – May 10, 2010), TalkTrack® U.S. (April 2010).
Brand
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Top Media brands by share of total mentions Top Brands Across Media & Entertainment Category by Total Mentions Top Australian Brands Rank
% of WOM mentions
#1
2.8%
#2
Top US Brands Rank
% of WOM mentions
Foxtel
#1
2.4%
American Idol
2.5%
Avatar
#2
2.3%
Disney
#3
2.4%
Channel 7
#3
2.0%
Avatar
#4
2.4%
Channel 9
#4
1.8%
ESPN
#5
2.1%
Underbelly
#5
1.5%
Lost
#6
1.8%
Master Chef
#6
1.5%
Dancing With The Stars
#7
1.7%
ABC
#7
1.3%
CSI
#8
1.4%
Channel 10
#8
1.2%
NBC
#9
1.3%
Home and Away
#9
1.1%
FOX
#10
1.3%
The Biggest Loser
#10
1.1%
Survivor
Brand
Base: Brand Mentions (TalkTrack® Australia, n=28,267; TalkTrack® U.S., n=25,975) Source: TalkTrack® Australia (April 7 – May 10, 2010), TalkTrack® U.S. (April 2010) Base: Brand Mentions (TalkTrack® Australia, n=3,660; TalkTrack® U.S., n=3,111) . Source: TalkTrack® Australia (April 7 – May 10, 2010), TalkTrack® U.S. (April 2010).
Brand
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How does it fit with a media plan?
Word of Mouth Marketing Association Soup are one of the foundation members of WOMMA (a global organisation), and are governed by a strict code of ethics involving: + Trust + Integrity + Honesty + Responsibility + Privacy
We are governed by a code that promotes ethical and responsible Word of Mouth Marketing.
A short history of Soup
Leading: Since 2006. The first and the largest WOM agency in Australia. Experts: Soup was born from a research agency; understanding influencers and measurement is our strength.
Influence: Australia/NZ most Influential community of people with over 60,000 members.
Recent Awards: Recognised for good ideas:
Best Experiential Campaign (TED) Australian Marketing Institute 2009.
Recognised for effectiveness: Effective Healthcare Campaign EFFIE (Media Effectiveness) 2009.
Recognised by our peers:
Finalist Creative Agency of the Yr Mumbrella 2009.
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Companies adding Soup:
Campaigns across 21 categories with ongoing repeat clients – the most experienced and trusted WOM agency
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The Soup menu
Education programs
Long-term ambassador programs
Traffic generation
Seeding
Souper insights
Š Soup 2009
Online community management
Social Media SEO/SEM Boost
Soup WOM Model WHO: Influencer based approach, the leaders. There is no one influencer across all categories. A campaign is reliant on ensuring that the right Influencer is identified as the most potent source to spread the word furthest.
HOW: Igniting the power of Influencers to create WOM. Activating networks and empowering people (through ownership) is key to positively pre-disposing them and giving them a reason have those valuable conversations.
IMPACT : Effective and enduring WOM that will carry a credible and highly relevant recommendation and message through the market.
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Souper snapshot (65,000 Soupers) Forrester „Groundswellâ€&#x; segments of online user (3 of 6) Creators: Bloggers (publish webpage, upload videos etc) Critics: Comment on blogs; contribute to forums; write product reviews Joiners: Social networkers (Facebook, Twitter, Myspace, Bebo, LinkedIn etc)
Creators
Social network Soup influencer average Forrester User Statistics 2008
Contribute to blog/ forum Upload videos
Critics
Moderate forums Publish a blog Twitter
Joiners
Use RSS None
Demonstrating the influence of the Soup Network
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Key characteristics of influencers
The influencer selection process Soup selects
Using known information from the Soup joining survey we identify the best matched Influencers from our community.
Invite to apply
We invite them to apply to be part of a new exciting project by completing a detailed survey. They are not made aware what product it is.
Soup analysis
Both quantitative & qualitative data are analysed to determine suitability, interest and desired impact for this project.
Confirm
Soupers are then told about the project and asked to confirm they can comply with the requirements.
A rigorous process to match the best Soupers to each project 19
How Word of Mouth works 311,920
1,000 seeds
highly targeted conversations
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14,000 Conversations 6
78,400 Conversations 3
219,520 Conversations
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Predicted Online Conversation Reach (one month) 1,500 seeds Social networks/ twitter
Forums/ Message board posts
Forum moderator /offer
Blogs
Campaign integration rate
85% (1,275)
50% (750)
20% (300)
85% (1,275)
19% (285)
Average Audience Size
350
30
980
10
1,050
Cut through rate
30%
30%
30%
95%
30%
Average reach
133,875
6,750
88,200
12,113
89,775
Total online reach in one month: 330,713
*Metrics based on bespoke research conducted with audiences of Social Media for Renault 2009 ** Note: May be crossover in audience with online/offline/social networks
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Online conversation examples
TED posts Smirnoff posts
Soup online review tool
+ Soup currently have over 7,500 reviews on products after launching a review tool 3 months ago. + Each project now has a review function for Soupers to further spread the word in the online environment
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Social sharing tool • Pastes into Facebook • High rates of sharing • Provides trusted and recommended • Cut through within the Facebook environment
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Soup Online project community
The project community provides a forum for influencers to share their experiences and thoughts with others.
Welcome to the Philips project community
Ongoing, 85% of Soupers will contribute to an online forum for their project (industry activity averages sits at about 5%)
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WOM Evaluation and ROI
We conduct measurement at one month and three months via online surveys.
Campaign Measures No. of conversations Reach of the campaign. WOM Messaging: Themes and sticky messages
Net Promoter Score: Propensity to recommend. Purchase intent (one month)
Actual purchase (three months) Measurement of spread to other ripples
Product/brand insights Other brand/product measures: Usage/frequency, repeat purchase, efficacy, satisfaction, comparison to other alternatives, user profile, barriers to usage etc. Communications feedback Most effective messaging and channels for communications
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