‘OPPA Brand Buzz
Survey’
Research - Results
Summary
04/09/2012
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
Individuals and professionals behind
content sites
Source : Internal data
Content sites are an audience success
Source : Metriweb – February 2012
Content sites are mobile leaders
Source : Internal data – February 2012
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 ?
Methodology
• Online interviews (CAWI)
A few statistics…
•
Completed interviews : 1981
•
Analyzed conversations: 3816
•
Total brand mentions: 10689
•
Analyzed brand mentions: 6328
• Duration: 15min
• 1 month field survey , from June
26 until July 26 2012
• Weighted against online Belgian
population, 15+ (CIM)
• Recruiting through bannering on
OPPA websites
• Research performed by Dialog
Solutions, in partnership with
OPPA Research Group
Do content sites generate
conversations and which factors drive
the conversation?
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
No
89,6%
10,4%
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
I don't know
n= 3816
10%
1%
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
Video website
Forums or blogs
n= 718
3%
1%
1%
Content sites encourage conversation
straightaway
How do you communicate about
brands ?
On which website(s) do you communicate
online about brands ?
Content sites
During an oral
conversation
58%
86,6%
Social media
By email, text message,
telephone
40,2%
Forums or blogs
30,0%
Web portals
29,4%
43,5%
Brand websites
On Internet websites
27,6%
35%
E-commerce
Via instant messaging
n= 1981
23,4%
Classifieds websites
9,0%
Video websites
8,2%
9,5%
n= 693
Sites where content is written by
journalists create reasons for
consumers to talk about brands and
create buzz
What drives these
conversations with
Belgian visitors ?
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%
Holidays
Fashion
Beauty products/shops
Supermarkets
n= 1981
45,4%
34,5%
24,1%
22,5%
Food products
38,7%
Holidays
Internet / Telecom / TV
36,8%
30,4%
Consumer technology
23,9%
Energy
23,4%
Content sites attract opinion leaders
Recommend brands very often or often
Content sites' regular users
Content sites' light users
Get called for recommendations almost always/often
OR
51%
Content sites' light
users
40%
Talk about new products/services before/after purchase
73%
n= 1981
Note: OPPA regular users go to OPPA sites multiple times
per week, light users less
23%
54%
12%
Initiate or contribute to conversations about brands
90% Content sites' regular users
Content sites' regular users
Content sites' light users
Content sites' regular
users
Content sites' light users
89%
75%
The majority of conversations are positive
How was “Brand X” mentioned ?
Household Products
55,8%
47,2%
Beauty Products
Food Products
40,9%
Cars
40,8%
Consumer Technology
37,3%
36,1%
39,2%
34,5%
29,2%
Holidays
29,0%
41,1%
Supermarkets
27,8%
42,0%
18,3%
Energy
17,1%
Internet/Telecom/TV
13,8%
13,0% 5,5% 1,3%
12,2% 6,1% 1,6%
30,4%
29,1%
38,8%
17,1%
3,2% 0,9%
16,8%
3,8% 0,4%
23,8%
19,3%
42,9%
26,6%
24,2%
26,0%
22,9%
7,6% 0,9%
14,5%
49,7%
26,5%
Banking/Insurance
10,3% 0 1,8%
44,4%
Fashion
Decoration/Furniture
8,8% 1,9% 2,5%
40,7%
42,9%
Drinks (soft drinks, alcohol etc…)
n= 6328
31,0%
5,4% 0,6%
8,5%
Positively
Neither positively nor
negatively
Negatively
3,6% 0,4%
18,8%
8,3%
19,8%
8,0%
17,4%
2,3%
Very positively
7,2%
Very negatively
Most conversations drive change
What was the aim of the conversation regarding « Brand X »
(multiple responses possible) ?
Convince to buy a product/service
Convince not to buy a product/service
22,7%
6,5%
Inform others on a product/service
19,6%
Get informed on a product/service
16,0%
Get advice on a product/service
Other
n= 6328
19,6%
4,6%
35% of conversations
aim to INFORM OR
GET INFORMED
11% aim to get
ADVICE
11,0%
The brand was mentionned with no
particular intention
29% of conversations
aim to CONVINCE
others
25% are neutral or
have other purposes
Content sites
attract opinion
leaders, always
willing to advice
others and
sharing their
brand
experience,
which makes
them brand
ambassadors
What do these powerful
conversations mean for brands ?
Conversations spread along the whole
purchase funnel
What was the conversation about « Category X » regarding ? (3 answers max)
48%
Fashion
76%
Decoration/Furniture
27%
44%
Beauty Products
31%
Cars
55%
27%
Drinks (soft drinks, alcohol,…)
Household products
Supermarkets
Internet / Telecom / TV
Energy
Banking/ Insurances
12% 13%
6%
16%
18%
37%
35%
33%
30%
38%
34%
29%
5%
22%
53%
41%
30%
18%
22%
18%
25%
13%
17%
25%
Regarding a future purchase
2%
Regarding a past purchase
13% 4%
17%
28%
6%
29%
4%
29%
34%
4%
31%
31%
1%
35%
22%
17%
11% 1%
12% 12%
45%
Holidays
Food Products
20%
16%
63%
Consumer Technoogy
n= 3816
50%
22%
39%
38%
45%
13%
18%
17%
8%
Regarding a seen or heard ad
Regarding the use of a product
or service without any
particular aim
After a contact with a service
(sale, customer service,…)
Many brands shine in the survey
Top 3 positive brand mentions by category
Food
Drink
Beauty
Bank/Insurance
Energy
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Knorr
Leonidas
Ijsboerke
Clothes
•
•
•
Geox
Esprit
C&A
Supermarkets
•
•
•
O’Cool
Colruyt
Albert Heijn
Nespresso
Duvel
Lipton Ice Tea
Furniture/
Decoration
•
•
•
•
•
•
Cars
•
•
•
Gamma
Brico Planit
Hubo
Household
Products
Dreft
Ecover
Ariel
Yves Rocher
Dove
Estee Lauder
Audi
Ford
VW
Holidays
•
•
•
MSC Croisières
Sunjets
Jetair
Ranking criteria: Brands with most positive mentions among brands
most mentioned in category
Record Bank
Rabobank
Keytrade Bank
Internet/Telecom
/TV
•
•
•
Base
Proximus
Mobistar
Lampiris
Essent
Aardgas
Consumer Tech
•
•
•
Sony
Playstation
Sony
Samsung
Buzz & Ambassadorship maps
establish a brand benchmark
BUZZ MAP
POSITIVE
TONE
OF
VOICE
LATENT
BUZZ
GOOD
BUZZ
DEATH
ZONE
MIXED
BUZZ
NEUTRAL
NEGATIVE
LOW
INTENSITY (VOLUME)
HIGH
AMBASSADORSHIP MAP
HIGH
NET PROMOTION
LOW
ADMIRERS
IMAGE
KILLERS
NONCLIENTS
AMBASSADORS
WARNING
GIVERS
WHO IS
TALKING
CLIENTS
Is a brand generating buzz ? How much &
how strong compared to its competitors ? Is
word of mouth entirely positive or mixed ?
Map explanation:
Tone of voice: tone of the brand mentions in the past
conversations
Intensity: number of mentions
Are brand ambassadors doing the talking or
non-clients bashing brands ? How do brands
compare within each category ?
Map explanation:
Net promotion: % who persuade minus % who dissuade,
compared vs peers
Who is talking: clients, non clients, or mix
Buzz Map
Which brands are creating the conversations?
(Summary at category level)
LATENT BUZZ
POSITIVE
GOOD BUZZ
•
BEAUTY
HOUSEHOLD PRODUCTS
FOOD
CARS
CONSUMER TECH FASHION
DRINKS
FURNITURE SUPERMARKETS
TONE
OF
VOICE
•
HOLIDAYS
•
INTERNET/TELECOM/TV
BANKING/INSURANCE
ENERGY
NEGATIVE
DEATH ZONE
LOW
n= 6328
Note: position on graph show relative
performance vs other categories
MIXED BUZZ
INTENSITY (VOLUME)
HIGH
Negative correlation
between tone and
intensity
Services provoke more
conversations yet are
prone to negative
feedback
Products (apart from
food & drinks) incite
less, yet positive,
conversations.
Ambassadorship map
Who is talking & why ? (Summay at category level)
HIGH
ADMIRERS
AMBASSADORS
HOUSEHOLD PRODUCTS
•
BEAUTY
•
FOOD
SUPERMARKETS
NET
PROMOTION
CONSUMER TECH FURNITURE/DECORATION
CARS
FASHION
HOLIDAYS
INTERNET/TELECOM/TV
•
BANKING/INSURANCE
LOW
ENERGY
WARNING GIVERS
IMAGE KILLERS
NON-CLIENTS
MIX
WHO IS TALKING
n= 6328
Note: position on graph show relative
performance vs other categories
CLIENTS
Positive correlation:
ambassadorship and
client base
Considered
goods/services
generate
conversations from
non clients to gain
information about
the product before
purchase.
Everyday
goods
generate
conversations mostly
from clients
Visitors of content sites
have an influence on
brands during the whole
purchase funnel, from
awareness to purchase
and advocay
1. Qualitative content sites create reasons for consumers to
talk about brands, which allows marketers to reach highly
engaged targets through adveritsing 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.
THANKYOU
Siska Truyman – OPPA Coordinator
[email protected]
+32 (0) 497 03 91 22
www.twitter.com/OPPAbelgium