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Measuring WOM in a Test/Control Environment
Matt McGlinn, Director Campaign AnalyticsBzzAgent
The Latte Lite BzzCampaign
Slide 2
Overview
• About BzzAgent
• Case Study: The Latte Lite BzzCampaign• Objectives
• Methodology
• Results
• Summary
Slide 3
About BzzAgent
• BzzAgent is the leading word-of-mouth media company that enables clients to organize and manage honest, real-world communications between everyday consumers.
• 240,000 volunteer agents
• Over 8,000,000 communications
• 260 programs for 150 companies
Penguin Group USA
Slide 4
The BzzCampaign Process
• Data analyzed
• Objectives measured
• WOM insights delivered
Measurement
& Analytics
36.9
53.7
16
37
-42.8
-60
-40
-20
0
20
40
60
Latte Lite (Pre-
Campaign)
Latte Lite (Post-
Campaign)
Dunkin' Donuts®
(Post-Campaign)
National Median BzzCampaign
Average (Past
Campaigns)
+
• Opinions created
• Conversations occur
• BzzReports submitted
Two-way Dialogue
+
• BzzAgents Profiled
• Invited to join BzzCamaign
Segmentation
• Experience
• Education
• Training & Support
+
Trial & Training
Slide 5
The Latte Lite BzzCampaign:Goals and Objectives
1. Generate WOM about Latte Lite launch
2. Increase awareness and trial
3. Isolate behavioral differences in Dunkin
Donuts’ segments
4. Understand how WOM
affects sales
Slide 6
The Latte Lite BzzCampaign: Methodology
• 3,000 BzzAgents -- 12 Week BzzCampaign
• 6 “Be My Guest Cards” – Good for (1) Latte Lite
• BzzGuide & on-line training
ChicagoDetroit (7%)
AtlantaCleveland (5%)
HartfordBoston (41%)
PhiladelphiaNew York City (48%)
CONTROL MARKETTEST MARKET
Slide 7
The Latte Lite BzzCampaign: Participants
18-24
21%
25-34
44%
35-44
27%
45-54
8%
Segment A
27%
Segment B
32%
Segment C
18%
Segment D
10%
Segment E
13%
Age Breakdown Consumer Segments
Slide 8
The Latte Lite BzzCampaign: Conversation Measurement
• 3,000 BzzAgents
• 111,272 Communications
• 5,004 Reported WOM Actions (BzzReports)
• Over 8,000 ‘Be My Guest’ cards utilized
• 58% of Reported WOM Actions mention a purchase of a Latte Lite
Slide 9
The Latte Lite BzzCampaign: Sample BzzReport
Was hanging out with my friends Laura and Kimberly, and after many-a-
shopping stops we were ready for a break. I convinced them to come try
a new drink at Dunkin' Donuts. They both heard me talk about Bzzagent
so they new exactly what it was all about. Kimberly (26) likes sweet
coffee drinks like the frapuccino, so she was happy with her latte lite.
Laura (39) likes strong coffee and doesn't take sugar so she found it too
milky, but once they added an extra shot of espresso she was happy with
it. This time around I chose an iced latte lite with hazelnut and toasted
almonds, knowing that it was like a treat but only 100 calories was great.
Kimberly told me she has continued to get this drink and even got a
bunch of her friends to try it. So far this product is a success and Dunkin
Donuts coffee in general is a HUGE hit!
They both heard me talk about BzzAgentThey both heard me talk about BzzAgent……
Kimberly (26) likes sweet coffee drinksKimberly (26) likes sweet coffee drinks……....
……like a treat but only 100 calories was great.like a treat but only 100 calories was great.
Kimberly told me she has continued to get this Kimberly told me she has continued to get this
drink and even got a bunch of her friends to try it.drink and even got a bunch of her friends to try it.
“
”
Slide 10
The Latte Lite BzzCampaign: Conversation Measurement
• 30% of Reported WOM Actions took place at work
• Work-located WOM Action reports comprised 35% of Recipients reached
• 29% of Recipients were documented as friends and 15% were relatives
Slide 11
The Latte Lite BzzCampaign: Net Promoter® Score
Pre- and Post-Campaign Net Promoter® Scores
-43
37
-50
-35
-20
-5
10
25
40
Pre-Campaign Post-Campaign
Slide 12
The Latte Lite BzzCampaign: Net Promoter® Score
33 3436
39
47
0
10
20
30
40
50
Segment A Segment D Segment B Segment C Segment E
Post-Campaign Net Promoter® Score by Segment
Slide 13
WOM vs. Sales
100
120
140
160
180
200
Week 0Week 2
Week 4Week 6
Week 8Week 10
Be
vera
ge
Ca
teg
ory
Sa
les
0
400
800
1200
1600
2000
Re
po
rted
Re
ce
ivers
(BzzR
ep
orts
)
Test Market Sales Receivers
The Latte Lite BzzCampaign: Conversations vs. Sales
35% of all
Receivers 25% lift
in sales
Slide 14
The Latte Lite BzzCampaign: Conversations vs. Sales
25% lift
in sales
35% of all
Receivers
WOM vs. Sales
100
120
140
160
180
200
Week 0Week 2
Week 4Week 6
Week 8Week 10
Be
ve
rag
e C
ate
go
ry S
ale
s
0
400
800
1200
1600
2000
Re
po
rted
Re
ce
ive
rs (B
zzR
ep
orts
)
Test Market Sales Control Market Sales Receivers
25% lift
in sales
8.9% lift
in sales
Slide 15
Summary
• We’ve made great progress
• Delivering ROI: You can isolate WOM
• The WOM industry has challenges• More willing partners
• Deeper understanding of WOM impact
• Sales
• Other media
• Universal metrics
• How big is WOM?
• What is the value of a recommendation?
Measuring WOM in a Test/Control Environment
Matt McGlinn, Director Campaign AnalyticsBzzAgent
The Latte Lite BzzCampaign