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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”
2009
2007: 78%
2007: 63%
WOM even more powerful now
Neilson
WOM is 50 times more likely to
generate a purchase than
other mass media vehiclesMcKinsey Quarterly 2010
A new way to manage word-of-mouth marketing
4
Industry leading research
Australia’s first
comprehensive
measurement of brand-
related online and offline
conversations with US
agency Keller Fay: 3,000
interviews tracking over
35,000 branded
conversations.
5
Talktrack Australia: WOM by category
Food & Dining
Media & Entertainment
Sports, Recreation & Hobbies
Beverages (Alc & Non-Alc)
Telecommunications
Shopping & Retail
Technology
Health & Healthcare
Travel Services
Automotive
Financial Services/Insurance
Major Home Appliances
Household Products
Personal Care & Beauty
Children's Products
67%
62%
51%
50%
47%
46%
46%
44%
41%
38%
35%
28%
26%
23%
17%
59%
55%
42%
48%
39%
36%
39%
40%
21%
37%
34%
29%
24%
25%
23%
Australia
US
Share of Conversations by Category
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). 6
7
Number of conversations
Australia US
67.8 65.7
Average Weekly Branded Conversations
Across All Categories
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).
68.3 67.2
16-17 18-29 30-39 40-49 50-69
68.7
81.3
66.963.4
59.5
Age:
Gender:
Top brands by share of total mentions
Top Brands Across All Product Categories by Total Mentions
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)
Top Australian Brands Top US Brands
Rank% of WOM
mentionsBrand Rank
% of WOM
mentionsBrand
#1 1.9% Telstra #1 1.4% Verizon
#2 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
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). 8
Top brands by share of total positive mentions
Top Brands Across All Product Categories by Positive Mentions
Top Australian Brands Top US Brands
Rank% of Positive
WOM
mentions
Brand Rank% of Positive
WOM
mentions
Brand
#1 1.7% Apple Computer #1 1.9% Coca-Cola
#2 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
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). 9
Top Media brands by share of total mentions
Top Brands Across Media & Entertainment Category by Total Mentions
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)
Top Australian Brands Top US Brands
Rank% of WOM
mentionsBrand Rank
% of WOM
mentionsBrand
#1 2.8% Foxtel #1 2.4% American Idol
#2 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
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). 10
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
13
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.
Companies adding Soup:
Campaigns across 21 categories with ongoing repeat clients –the most experienced and trusted WOM agency
14
© Soup 2009
Souper insights
The Soup menu
Seeding
Long-term ambassador programs
Education programs
Online community
management
Social MediaSEO/SEM Boost
Traffic generation
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.
Soup WOM Model
IMPACT : Effective and enduring WOM that will
carry a credible and highly relevant recommendation and message through the market.
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.
16
Souper snapshot (65,000 Soupers)
Demonstrating the influence of the Soup Network 17
Forrester User Statistics 2008
Soup influencer average
Forrester „Groundswell‟ 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
Critics
Joiners
Social network
Contribute to blog/
forum
Upload videos
Moderate forums
Publish a blog
Use RSS
None
Key characteristics of influencers
The influencer selection process
A rigorous process to match the best Soupers to each project
Soup selects
Invite to
apply
Soup analysis
Confirm
19
Using known information from the Soup joining
survey we identify the best matched Influencers
from our community.
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.
Both quantitative & qualitative data are analysed to
determine suitability, interest and desired impact for
this project.
Soupers are then told about the project and asked
to confirm they can comply with the requirements.
20
1,000 seeds
14,000 Conversations
78,400 Conversations
219,520 Conversations
14
6
3
311,920 highly
targeted
conversations
How Word of Mouth works
Predicted Online Conversation Reach (one
month) 1,500 seeds
Total online reach in one month: 330,71321
Social
networks/
Forums/
Message
board
posts
Forum
moderator
/offer
Email 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
*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
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
23
Social sharing tool
24
• Pastes into Facebook
• High rates of sharing
• Provides trusted and
recommended
• Cut through within the
Facebook environment
Soup Online project community
25
The project community
provides a forum for influencers
to share their experiences and
thoughts with others.
Ongoing, 85% of Soupers will
contribute to an online forum
for their project (industry activity
averages sits at about 5%)
Welcome to the Philips
project community
WOM Evaluation and ROIWe conduct measurement at one month and three months via online surveys.
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
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
26
Campaign Measures Product/brand insights