Mobile Phones Category

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Mobile Phones Category
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Targeting Influentials

• The importance of WOM
• Identifying Influentials
• Reaching Influentials
• Activating Influentials

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The importance of WOM
Where do you get most of your information about
new products and services?
Source Roper Organisation (USA)
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The importance of WOM
of consumers who rate WOM very good at .
Source Compose BMRB
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The importance of WOM

• In 2007 a WOM protest involving 20 tons of
  peanuts delivered to CBS
• Entertainment in New York and California
  succeeded in bringing back
• the television show Jericho, which the network
  had cancelled the
• previous month.

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The importance of WOM

• Consumers value the impact of WOM.
• Does this differ across different product
  categories and, if so, how?
• Categories
• Clothes Household Products
• Alcoholic Drinks Healthy Living
• Cars Mobile Phones
• Food (for home) Toiletries
• Financial Services TV/Video/Audio Equipment
• Pharmaceutical/Chemist Products

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The research

• 1. The power of WOM by category
• 2. The Influentials in each category
• 3. The channels that reach these Influentials

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The research part 1

• BMRB Omnibus survey of 1,000 online adults aged
  16-64.
• Fieldwork done in 2 waves during February 2008
• The importance of WOM in each of 11 categories.
• The relative importance of advertising, editorial
  and WOM.
• The consumers most receptive to WOM in each
  category.

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The importance of WOM by category
Thinking about the following product area, where
do you get MOST information about products and
services? Agreeing Friends and Family
Source BMRB Omnibus Sample 1,000 adults
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WOM in the Mobile Phones category
Thinking about the following product area, where
do you get MOST information about products and
services? Agreeing
Source BMRB Omnibus Sample 1,000 adults
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WOM in the Mobile Phones category
Thinking about the following product area, where
do you get MOST information about products and
services? Agreeing
Source BMRB Omnibus Sample 1,000 adults
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WOM in the Mobile Phones category
Thinking about the following product area, where
do you get MOST information about products and
services? Agreeing
Source BMRB Omnibus Sample 1,000 adults
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WOM in the Mobile Phones category
Thinking about the following product area, where
do you get MOST information about products and
services? Agreeing
Source BMRB Omnibus Sample 1,000 adults
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The importance of WOM

• WOM is significant across all 11 categories
  investigated.
• Advertising is the key sources for information on
  existing and new
• products in the mobile phones category, although
  WOM is still
• important.
• Unusually, WOM is more significant for new
  products in this category,
• particularly amongst 16-24s. These younger
  consumers are much
• more likely to rate WOM as an important source of
  information on new
• and existing products.

48 of buzz in the US directly mentions
advertising . Emmanuel Rosen.
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The research part 2

• 1. The power of WOM by category
• 2. The Influentials in each category
• 3. The channels that reach these Influentials

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Identifying Influentials Mobile Phones

• Do you talk to lots of people about a category?
  (Connectors)
• Do you know a lot about the category? (Mavens)
• Is your opinion likely to convince others?
  (Sellers)
• Key Influentials are Connectors, Mavens and
  Sellers

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Identifying Influentials - Connectors
Who are they? 6,189,000 adults Slight Male bias
(120) Age 15 34 bias Single bias (170) Student
bias (190) Working Full-time (134) Children in HH
(123) No social grade bias
Connectors
Source TGI /WOM Talk to many different people
about Mobile Phones
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Identifying Influentials - Mavens
Who are they? 3,307,000 adults Male bias
(137) Aged 15 34 bias Single bias (232) Student
bias (244) Children in HH (127) No social grade
bias
Mavens
Connectors
Source TGI /WOM Large or moderate amount of
knowledge of Mobile Phones
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Identifying Influentials - Sellers
Who are they?
Who are they? 2,444,000 adults Male bias
(136) Aged 15 - 34 Single bias (237) Student bias
(241) Children in HH (133) No social grade bias
Source TGI /WOM Very likely or likely to
convince others about Mobile Phones
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Identifying Influentials Key Influentials
Who are they? 1,031,000 adults 74 Male (152) 57
aged 15 24 (358) 56 single (241) 51 full-time
work (136) 15 Student (278) 40 Children in HH
(121)
Source TGI /WOM Connectors, Mavens and
Sellers.
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Influentials attitudes to Mobile Phones
Source TGI/WOM Key Influentials in Mobile
Phones category - Lifestyle statements
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Influentials attitudes to friends
Source TGI/WOM Key Influentials in Mobile
Phones category - Lifestyle statements
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Influentials attitudes to friends
Source A medium for opinion leaders, a medium
for audience leverage - Vernette and Schmutz 2003
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Influentials attitudes to advertising
Source TGI/WOM Key Influentials in Mobile
Phones category - Lifestyle statements
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Influentials like advertising
Source A medium for opinion leaders, a medium
for audience leverage - Vernette and Schmutz 2003
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Influentials - have impact
For each influencer activated, a word of mouth
ripple effect reaching 62 people is created,
significantly boosting campaign ROI.
BzzAgent provide benchmark figures where original
advocates have an average of 12 conversations
with their immediate social network and secondary
advocates have a further 4.14 conversations with
theirs.
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Identifying Influentials

• The key Influentials in the Mobile phones
  category are young men
• aged between 15 24.
• They love their technology and gadgets and enjoy
  keeping up with
• technology and fashion. As a consequence they
  often buy products
• before their friends and are asked for their
  opinion on Mobile phones
• by their social network.
• In addition, they are responsive to advertising
  that informs their
• buying decisions and tempts them to make more
  purchases.

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The research part 3

• 1. The power of WOM by category
• 2. The Influentials in each category
• 3. The channels that reach these Influentials

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Reaching Influentials
of general population saying which marketing
elements contributed to recommendations of theirs
in the past year.
Source Roper Reports
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Reaching Influentials
How likely are each of the following types of
advertising to influence whether you would talk
with others about ?
Average across 11 categories.
Source BMRB Omnibus Sample 1,000 adults
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Reaching Influentials
How likely are each of the following types of
advertising to influence whether you would talk
with others about Mobile phones ?
Source BMRB Omnibus Sample 1,000 adults
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Reaching Influentials
of Influentials saying which marketing elements
contributed to recommendations of theirs in the
past year.
Source Roper Reports
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Reaching Influentials
They are particularly heavy users of print
media (Pirto 1992) They are 26 more likely to
be regular readers of magazines (Keller and
Berry 2003) They read on average 25 more
magazines than non-influencers (Vernette
2004) Information-rich media such as
magazines allow influencers to manage their
status as opinion leaders (Burt 1999) One key
finding from this research is a clear influencer
preference for print media, particularly
magazines. (Brand Genetics 2007)
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Reaching Influentials
Source A medium for opinion leaders, a medium
for audience leverage - Vernette and Schmutz 2003
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Reaching Influentials

• Which media do the Influentials in the Mobile
  Phones category use?

Source TGI /WOM Key Influentials and heavy
users of medium
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Reaching Influentials

• Which magazines do the Influentials in the Mobile
  Phones category read?

Source TGI /WOM Influentials in Mobile Phones
category and readers of listed titles Index v all
adults
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Reaching Influentials

• Favourite magazines vs. media usage in the Mobile
  Phones category.

Source TGI /WOM Key Influentials and heavy
users of medium Key Influentials and readers of
specific magazine schedule
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Reaching Influentials

• Example Schedule
• Magazines A J 1 insertion in each
• Schedule Index 316
• Reach of Influentials 483,000
• Reach of Influentials 47

Source TGI /WOM Influentials in Mobile
phones category that read at least one of the
scheduled titles.
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Reaching Influentials

• Consumers have huge diversity of interests and
  needs.
• An equally diverse magazine market caters for
  these needs.

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Reaching Influentials
As consumers form communities of interest
magazine publishers create content that provides
entertainment and information that feeds this
community.
Those consumers that are most enthusiastic will
form the core readership of magazines servicing
this community
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Reaching Influentials
These enthusiasts are often the most
knowledgeable and vocal members of the community
the Key Influentials amongst their social
networks.
As a consequence, magazines are the definitive
means of establishing a regular dialogue with the
Key Influentials in any marketplace.
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Conclusion

• WOM is an important source of information for
  existing and new products
• in the Mobile phones market.
• The Influentials that drive this WOM are young
  men aged between 1524
• who love their technology and gadgets, educate
  their social network and
• respond positively to advertising.
• They are over 5 times more likely to read some
  magazine titles than the
• average consumer.
• A selection of just 10 titles can reach 47 of
  these Influentials with a
• fraction of the wastage of other media channels.

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Conclusion

• Magazines sit at the heart of communities of
  interest
• Magazines deliver the Influentials in your market
• Put magazines at the heart of your communication