1 / 35

Proprietary and Strictly Confidential

Proprietary and Strictly Confidential. Background to the Influentials: Who? Why? Methodology: What? How? Influentials & World Media Group Readers: Social Influentials Business Influentials Digital Influentials Summary. 1. 2. 3. 3.1. 3.2. 3.3. Contents. 4. 1.

sloane-nixon
Download Presentation

Proprietary and Strictly Confidential

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Proprietary and Strictly Confidential

  2. Background to the Influentials: Who? Why? Methodology: What? How? Influentials & World Media Group Readers: Social Influentials Business Influentials Digital Influentials Summary 1 2 3 3.1 3.2 3.3 Contents 4

  3. 1 Background to the Influentials: Who? Why?

  4. A key consumer trend:The rise of word of mouth 4 Aggregate percentage of total American public saying source is among best for ideas and information, averaged for eight consumer decisions 1977:Word of mouth valued somewhat more 67 Word-of-mouth 53 Advertising 47 Editorial 2003:Word of mouth valued far more 92 Word-of-mouth 50 Advertising Editorial 40 SOURCE: GfK Roper Reports

  5. A key consumer trend: The spread of word of mouth Map shows the top-ranked source for being: very trustworthy for purchase ideas or information 5 People i.e. Word of Mouth Advertising SOURCE: GfK Roper Reports Worldwide

  6. Background to the Influentials:When it comes to spreading word of mouth, some are more important than others • A unique group that originated as a concept in the 1970s within the Roper Reports study. • It was noticed that the most active socially and politically were also more likely to: • Find out about and try new ideas, products, services • Volunteer their opinions to the rest of their social network • Are asked for recommendations because they are regarded as “the kind of person who will know what’s good and what’s not”

  7. Background to the Influentials:There are Influentials within different areas of life Everyday life Social Influentials Category Influentials Working life Business Influentials Business Category Influentials Online life Digital Influentials

  8. 2 Methodology

  9. MethodologyWhat? Does the reader base of World Media Group titles have more Influentials?

  10. MethodologyHow? • 6,483 online interviews conducted by ICD Research across 5 European countries in March and April 2008: UK = 1,364 France = 1,119 Germany = 1,088 Italy = 1,497 Spain = 1,415 • All participants earned minimum £35k or equivalents; there was also a quota of respondents earning £50k+ • In order to enable an “apples to apples” comparison: • Each country was given equal representation in the total sample. • The income profiles of WMG readers and non-readers were matched

  11. MethodologyHow? • In each country, the sample consisted of World Media Group subscribers and members of ICD Research’s online panel, enabling us to look at many different business groups: • WMG Readers • Read 3+ out of 4 issues • Equal weight given to each of the 8 WMG titles • WMG non-Readers • WMG web users • Access at least one WMG website at least several times a week • In addition, data on “all consumers” is available via GfK Roper Consulting’s syndicated study – Roper Reports Worldwide

  12. 3 Influentials & WMG Readers

  13. 3.1 Social Influentials

  14. About the Social Influentials • Someone you know and rely on • Well-connected, well-informed, trusted • Word-of-mouth leaders • A vital centre of societyand marketplace • Leading indicators on trends • Opinion leaders for products, services and ideas • Twice as likely as average to be sought out for opinion • Twice as likely as average to make recommendations

  15. Social Influentials: Definition • Based on the number of social and political activities carried out in the past year (from a list of 12) • Number varies by country from 3 to 5 - Designed to identify the top 10% or so Attended business lunches/dinners Attended a public meeting Led or served on a committee Make sizable donations to local or national organisations Made a speech or gave a talk • WMG readers are more likely than non-readers to do all of these activities Made a complaint Been an active member of a lobby group Asked a question in a public meeting Written to a newspaper or magazine or called a live radio or TV show Contacted a politician or government official Organised a special social event Attended a political rally, speech, or event

  16. Social Influentials:WMG readers are more active socially 16 Percentage uplift Readers versus non-readers Percentage uplift Readers versus non-readers 65% • Write letters to newspaper or phone TV or radio • Attend business lunches or dinners regularly Readers 61% Non-readers 37% All consumers 8%* Readers 31% Non-readers 18% All consumers 7%* 72% • Make sizable donations to local or national organisations • Make speeches or give talks to groups 133% 68% Readers 42% Non-readers 25% All consumers 12%* Readers 35% Non-readers 15% All consumers 10%* * SOURCE: GfK Roper Reports Worldwide 2006: France, Germany, Italy, Spain, UK

  17. Index 100 167 120 227 147 267 273 WMG has more Social Influentials among its readers % meeting the criteria needed to be a social influential Data from syndicated research study among global consumers conducted annually by GfK Roper Consulting * SOURCE: GfK Roper Reports Worldwide 2006: France, Germany, Italy, Spain, UK

  18. WMG has more Social Influentials among its readers across all markets 18 % meeting the criteria needed to be a social influential * SOURCE: GfK Roper Reports Worldwide 2006: France, Germany, Italy, Spain, UK

  19. Category Influentials:Definitions 19 Diverse Social Network (from 6 to 7 groups depending on the country) Product Passion +

  20. WMG has more Category Influentials among its readers 20 Airlines Percentage uplift by category (WMG Readers versus WMG non-readers) • Environmentally sound purchases 52% 92% Technology Cars Personal Appearance Financial Products 57% 56% Wellness Ethically sound purchases 82% 60% Hotels 71% Luxury goods 60% 30% 57%

  21. 3.2 Business Influentials

  22. (Even) more likely to be male More likely to be 35-54 yrs of age More likely to be company owner MD, CEO, CFO, CIO or senior management Have higher incomes Be frequent business travellers Keep up to date with their sector About the Business Influentials 22 • Twice as likely as average to saytheir opinions influence their company’s future strategy • Twice as likely as average to make recommendations in a number of business categories.

  23. Business Influentials:Definition • Based on the number of business activities carried out (from a list of 15) • Number of activities varies by country from 6 to 8 and defines the most active one-quarter or so Delivering presentations inside organisation Attended a work related conference Circulating useful articles to colleagues Sat on an industry committee Set up a new company Delivering presentations outside organisation • WMG readers are more likely than non-readers to do all of these activities Suggested an innovation to benefit my company Raised capital for a new venture Spoken at an Industry conference Written an industry paper Taking strategic business decisions Offered advice to more senior members of staff. Exhibited at a conference/ trade show Attended business lunches Organised social activities for colleagues

  24. Business Influentials: WMG readers are more active in their work lives 24 Percentage uplift Readers versus non-readers Percentage uplift Readers versus non-readers • Suggested an innovation to benefit my company: • Readers 33% vs. non-readers 19% • Circulate useful articles to colleagues: • Readers 54% vs. non-readers 32% 69% 74% • Raised capital for a new business venture: • Readers 12% vs. non-readers 4% • Take strategic business decisions: • Readers 49% vs. non-readers 26% 88% 200%

  25. World Media Group has more BusinessInfluentialsamong its readers 25 % meeting the criteria needed to be a business influential

  26. Business Category Influentials:Definitions Any respondent who meets the criteria for Business Influentials; AND Mentions any of 9 “product categories” as one they very actively seek the best ideas or latest information about . 26 Corporate/social responsibility Business travel Marketing Telecoms / IT hardware / software • WMG readers are more likely than non-readers to seek information & ideas about all of these “categories” Advertising Other professional service providers Business solutions Financial services Recruitment solutions

  27. Financial services: Readers 22% vs. Non-readers 7% World Media Group has more Business Category Influentialsamong its readers Percentage uplift Readers versus non-readers 27 • Telecoms/IT hardware/software: • Readers 23% vs. Non-readers 9% 156% 214% • Business solutions: • Readers 20% vs. Non-readers 7% 186% • Advertising: • Readers 13% vs. Non-readers 5% 175% • Corporate Social Responsibility: • Readers 13% vs. Non-readers 5% 160%

  28. 3.3 Digital Influentials

  29. More likely to be either a social or business influential too. Twice as likely as average to use online social networks About Digital Influentials 29 • Make recommendations to others on a wide rangeof social topics, including electronics and technology • Also more likely to recommend on many business categories, not just telecoms and IT!

  30. Digital Influentials: Definition Digital Influentials are defined as those who have carried out sixor more of the eleven following online activities in the past 30 days Share documents, photos or videos online Forward news and website information to others Instant messaging Find out information about products • WMG readers are more likely than non-readers to do all of these activities Contact someone via a social networking site Download music or video Add a review or comment to a website Listen to a podcast Maintain a blog Comment on someone else’s blog Make purchases

  31. Listen to a podcast: Readers 23% vs. Non-readers 12% Digital Influentials: WMG readers are more active in their online lives 31 Percentage uplift Readers versus non-readers • Forward news and online content to others: • Readers 52% vs. Non-readers 34% 53% 92% • Add a review or comment to a website: • Readers 17% vs. Non-readers 12% 42% • Maintain a blog: • Readers 12% vs. Non-readers 8% 50%

  32. World Media Group has more DigitalInfluentials among its readers 32 % meeting the criteria needed to be a digital influential

  33. 4 Summary

  34. Influentials & World Media Group:Summary • Word of mouth is one of the key trends of our time, both among consumers and business people • Certain consumers and business people are most active in spreading word of mouth messages – we call them Influentials • Relative to a comparable sample of non-readers, the readership of World Media Group titles contains more…… • Socialinfluentials and Category influentials • Businessinfluentials and Business category influentials • Digitalinfluentials • Furthermore, those who consume WMG titles through print AND web are even more likely to be Influentials

  35. For further information, please contact: Belinda Barker World Media Group belinda@world-media-group.com Tel: 0208 778 0976 Mob: 0776 226 9261 Nick Chiarelli GfK Roper Consulting nick.chiarelli@gfk.com Tel: 0207 890 9553 Fax: 0207 890 9819

More Related