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Transcript of 1 September 22, 2003 Finding Your Influentials What We’ve Learned, What You Can Do The iMedia...
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September 22, 2003
Finding Your InfluentialsWhat We’ve Learned, What You Can Do
The iMedia Brand Summit
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RoperASW’s Platform The Influentials (Free Press, Jan. 2003)
Six decades research on influence Flagship: the Influential Americans®
By definition…the most involved• 3 activities or more in past year: go to meeting, write/call politician,
officer of org, on committee
• 10% of population (21 million Americans) Window onto a mind-set of creating change
• “bellwether, thought leader, trendsetter group” 16 surveys per year, plus Influentials online panel, focus
groups, corporate reputation, database scoring, media, global, teens,
Custom studies in tech, Internet, media, auto, packaged goods, public policy, financial svcs
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Word-Of-Mouth
A Powerful Force In Marketplace
Tech… Networking? Convergence? Videoconferencing? Plasma screens?
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Roper Trend Research Shows
Decisions Are Conversation Today
67%
1977
93%
2001
Aggregate % of total public ranking friends, family, others among best sources of information and ideas
averaged for eight trended purchases
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Rising Power Of Word-Of-Mouth
A Revolution In The Marketplace
Restaurants (133 aggregate, +28 from 1977)
Places to visit (107, +20 from 1977)
Movies to see (87, +34 from 1977)
Merits of new cars (85, +23 from 1977)
Improving health (84, +28 from 1992)
Where to find best buys (81, +19 from 1992)
Ways to save, invest (80, +17 from 1977)
Home appearance (69, +25 from 1977)
Computer equipment (56, +14 from 1995)
Aggregate % of public ranking word-of-mouth among best sources of ideas, info
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Certain People Have Lot Of Impact% of Influentials recommending item in past year
27
28
32
32
37
38
54
67
54
85%
0 20 40 60 80 100
Web site
Magazine
Store
TV show
Movie
Point Difference From Total Public
+26
+19
+30
+17
+16
+18
+16
+16
+16
+13
Vacation
Restaurant
Car
Hotel
Software
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Their Influence Adds UpEstimated 600 million+ recommendations per year
Restaurants 84
Movies 76
Vacation destinations 53
TV shows 53
Retail stores 33
Web sites 32
Cars 31
Hotels 28
Computer software 26
Magazines 25
Clothing 23
Investments 18
Computer hardware 18
Insurance 16
Long distance service 16
Consumer electronics 15
Beer, wine, liquor 14
Office equipment 12
Airlines 11
Cosmetics 10
MillionsMillions
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Methods We’ve Used
How Do You Find Influentials? Roper Influentials: Leadership behaviors
Show up (meetings, events), make opinions known (speak out, write letters/articles, phone), take charge (on committees, head of organization, elected office)
Drilling deeper: Leadership plus filters Demographics (men, women, affluent, parent Influentials) Product or brand usage
Alternative: “Read about it, talk about it” models
• Make a point to read articles or ads on subject and frequently talk about subject with others
Self-identification models• “My friends turn to me for advice and opinion on subject”
Larry Lee Jr.
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Identifying The Influentials
Four Key Themes Person is actively engaged
Shows leadership characteristics Highly involved in subject
• …in fact, passionate about many things
Wants to learn more Reads about subject, talks about subject Usually a learning orientation (Influentials 2x as educated)
Connected to many people Resource to get ideas and test opinions Network to spread word-of-mouth
• Avg Influential connected to 7 groups (avg American: 3) Track record of impact & leadership
Ability to create change…& change how others think
Leonard Pitt: “Friends cannot
NOT know…”
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They’re Probably Coming To You E-mail, Web sites In person & by phone
40% of Influentials have had a recent problem with a product or service (+16 points total public)
Almost all did something about itComplained in person (23%, +12), wrote or called place where bought product (18%, +11), returned product to store (18%, +11), complained to manager about poor service (16%, +8), wrote or called manufacturer or corporate headquarters (11%, +7), complained via email or company Web site (7%, +5), returned product to manufacturer (4%, +2), contacted media (2%, *)
15% told friends, relatives not to buy product or service
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They’re Certainly Talking About You
“I love those big screen plasma TVs.”
“I’m not techno-riffic, but I’m obsessed with having the newest features on my cell phone. They’re turning into mini-PCs.”
“I just purchased a remastered SACD of one of the Rolling Stones’ early albums and can actually understand Mick’s lyrics. How cool is that?”
“It would be cool to have a computer in my dashboard with GPS and Internet access.”
“I hope soon to have my laptop where I can use it virtually anywhere through wireless. I can’t help my customers if I’m out of touch.”
Roper Influential TrendWhyssm
study, early 2003
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They’re Seeking Information On You
80% of Influentials are interested in technology (+20 points from total public)
Most find new technology “exciting” and “use it as much as I can” (40%, +12 points from total public) or feel they have to “stay up to date” (39%, +7)
84% of Influentials have Internet access (+27 total public) 83% home PC penetration (+26 points) 1/3 have broadband at home, 6/10 work/home/other
Twice as likely as average to research products online (51% of Influentials done so in past 30 days)
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What Should Companies Do?
Marketing To Influentials Open a conversation
Ads, previews, samples, events, causes Speak their language
Key values: Relationships, Integrity, Exploration Break down the walls
When critics knock, invite them in Make it an ongoing conversation
One of greatest values to Roper clients is new product work• “Like a focus group on steroids”
Be like them Find passion; build relationships; keep learning; have impact
Be willing to listen
The value of integrity
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Why Listen To Influentials?
‘An Amazing Time’ The home network
Broadband, wireless setting stage for new applications
New applications On upswing: PC banking, e-commerce, photography, music Market gap: Personal/medical record-keeping
Home robotics The computerized kitchen: 4 in 10 Influentials want one Roomba-plus: 4 in 10 would like a household robot
Beyond the PC Health: Most desired futuristic technologies: medical smart card,
portable health monitor (56% of Influentials want) Automotive: Hybrids, GPS, Internet access, Internet radio
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Internet Increasingly At CenterStudy of 3,073 Washingtonpost.com Influentials
These Influentials turn to Internet to... learn more about topics of interest to them
• 87%, Internet is leading medium research places to visit
• 86%, Internet is leading medium keep abreast of current events
• 82%, Internet is leading medium research what to buy
• 82%, Internet is leading medium research whom to vote for
• 57%, second to print newspapers share views and opinions
• 51%, Internet is leading medium
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For Internet Marketers,
A Time Of Opportunity Net is integrated in Influential purchase process
Internet marketing is expected 56% of Washingtpost.com Influentials say that if they were planning an ad
campaign to reach someone like them, they would “definitely” include Internet (56% newspapers, 42% TV)
54% of Influential Americans think some or most online ads are useful & informative (+15 total public)
Growth path: better marketing “Is clear” (informative, smart, creative, links to more information,
empowering, accurate, real)• Expect...More creative use of medium (starting with films) Links
to more and better consumer information More access to brands’ stars (e.g. car designers) More Influential involvement in products