INMA European Conference 2011
Dailies are social media.
© InSites Consulting
Dennis Claus Director Brands & Conversations
[email protected] T 32 477 60 17 90
© InSites Consulting
Any volunteers? Weekend for 2 at a private island... Advertiser’s Summit 2011
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Here is the catch. No media. How would that make you feel? Advertiser’s Summit 2011
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Here is how it made them feel. 20 Dutch consumers (25-50 yo) kept a blog about specific assignments. Advertiser’s Summit 2011
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“
Als je mij echt voor
deze opdracht zou willen laten slagen zou je me op een eiland moeten zetten zonder internet, zonder tv, zonder kranten en wie weet mensen. Communicatie via deze media is voor mij een primaire levensbehoefte
”
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That’s a big statement in life. And he is not just talking about social media. Advertiser’s Summit 2011
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“
De eerste reactie om nog
snel even alles te doen wat ik de komende dagen liever niet kan doen. Eerst alle reclamefolders bekijken
”
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That’s a big thing in life. She is definitely not talking about social media. Advertiser’s Summit 2011
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“
Ik vond het heeeeel
moeilijk om dit te laten. Al snel ging ik me vreselijk vervelen. En als ik me ga vervelen, ga ik eten, dus ik heb een homp kaas op, een zak chips en later nog 3 broodjes met gebakken ei. Ook rookte ik veel meer dan normaal
”
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That’s a bad habit in life. And not exactly what we were telling them to do. Advertiser’s Summit 2011
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“
Vorig jaar een jaar
lang geprobeerd zo duurzaam mogelijk te leven. Daarbij hoorde dat we geen tv keken en ook geen abonnement op een krant of
”
tijdschrift hadden.
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But there were exceptions. No newspaper subscriptions, no TV. Only internet and the library. Advertiser’s Summit 2011
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We miss all media, but not in the same way. © InSites Consulting
No social media and no TV can be refreshing. No newspaper and no radio can be frustrating.
Advertiser’s Summit 2011
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No social media and no TV can be refreshing. But consumers miss the feeling of being connected and switching off the brain. Advertiser’s Summit 2011
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“
Mijn kinderen
zeiden wel dat ik verslaafd ben maar dat merk je pas echt als je niet op de pc mag
”
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No social media can be refreshing. Sometimes it was even confronting. Advertiser’s Summit 2011
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No newspaper and no radio can be frustrating. Although weekend-only readers & drivers don’t miss it that much. Advertiser’s Summit 2011
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“
Ik spraak mijn
moeder aan de telefoon en ze zei, weet je dat Bin laden dood is. Mijn antwoord was ja dat weet ik. Want ze word zelf boos als ik iets niet weet, of gezien heb. Ik moet altijd zeggen dat ik het weet en gezien heb.
”
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No newspaper can be frustrating. Because you miss the in-depth, objective information on the talk of the day. Advertiser’s Summit 2011
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All media are social, but in a different way. © InSites Consulting
4 different social needs drive media consumption Observe, facilitate, join & substitute
Advertiser’s Summit 2011
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The first dimension: Action versus Absorb. Sometimes we want to use our brains, sometimes we want to sooth our brains. Advertiser’s Summit 2011
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The second dimension: Me versus We. Sometimes we want to connect, sometimes we want to disconnect. Advertiser’s Summit 2011
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ACTION
Join
Facilitate
WE ME
Observe
Substitute
ABSORB
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4 social needs of media consumption. Amongst many other things, media help us to have a conversation – or to replace it. Advertiser’s Summit 2011
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“
[client logo]
Een van onze
poezen had namelijk een gigantische meikever gevangen. Ik had die gevangen en er een foto van gemaakt en die foto had ik dan ook meteen even op Facebook gezet
”
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Joining the conversation. Bond through interaction with friends, family, colleagues and strangers. Advertiser’s Summit 2011
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“
Ik blijf graag op de
[client logo]
hoogte van wat er speelt in de wereld en ik wil ook de achtergronden weten
”
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Facilitating the conversation. Inform yourself to join the conversation, discover topics to start the conversation. Advertiser’s Summit 2011
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“
Vaak ga ik uit
[client logo]
automatisme even achter de laptop zitten om het hele riedeltje af te zoeken (mail, Facebook, Hyves, ING.nl), terwijl er negen van de tien keer niks nieuws binnen is gekomen
”
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Observing the conversation. Keep up-to-date on the latest news from your social network & pass the time. Advertiser’s Summit 2011
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“
Ik moet ruim een half
[client logo]
uur rijden voor de cursus, en op de heenweg heb ik netjes de radio uitgezet. Saai man!
”
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Substitute the conversation. Make time go faster, compensate or enjoy a moment of silence. Advertiser’s Summit 2011
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[client logo]
3.712
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Here are the numbers. 400 Dutch consumers reported 3.712 media experiences in an online diary. Advertiser’s Summit 2011
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[client logo]
Join
www
21%
87%
2%
82%
Observe www
Facilitate FREE
Substitute
57%
61%
49%
57%
© InSites Consul2ng
Media cater to specific social needs. But typically they fulfill more than one social need. Advertiser’s Summit 2011
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[client logo]
Brands can build on this social media circle. © InSites Consul2ng
Building brands through conversations. Understand the potential per medium
Advertiser’s Summit 2011
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[client logo]
1.037
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Here are the numbers. 400 Dutch consumers reported 1.037 brand encounters in an online diary. Advertiser’s Summit 2011
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“
[client logo]
Een sterk merk is een
merk dat zich verbind aan de identiteit van de gebruiker
” 1.
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Self-brand identification. Overlap between the personality of the brand and the consumer. Advertiser’s Summit 2011
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“
[client logo]
Zijn de producten die
ze leveren goed en verbeteren die mijn leven, dan maakt dat een merk voor mij sterk.
”
2.
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Happiness. The personal experience with a brand’s products or services. Advertiser’s Summit 2011
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“
[client logo]
Deze merken wil
iedereen graag kopen en hebben een grote naamsbekendheid.
”
3.
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Close-to-ideal. The extent to which a brand presents itself as the reference within its category. Advertiser’s Summit 2011
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“
[client logo]
Media markt zou
ik zonder probleem aanbevelen aan andere mensen omdat het een goede winkel is, medewerkers zijn klantvriendelijk en behulpzaam.
”
4.
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Brand recommendation. The intention to promote the brands among friends and family. Advertiser’s Summit 2011
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[client logo]
Identify
Ideal
Recommend
Happy
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How do media build strong brands? More specifically, how can newspapers increase brand recommendation? Advertiser’s Summit 2011
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[client logo] ACTION
Join
www
Facilitate
WE ME
Observe
Substitute
ABSORB
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Building brands through conversations. Understand the conversation potential of every medium. Advertiser’s Summit 2011
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[client logo]
Dailies have their way of building brands. © InSites Consul2ng
Newspapers facilitate positive conversations Newspapers facilitate trustworthy conversations
Advertiser’s Summit 2011
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[client logo] ACTION
Join
Facilitate
WE ME
Observe
Substitute
ABSORB
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Newspapers facilitate conversations. Not only about Osama Bin Laden, but also about brands. Advertiser’s Summit 2011
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[client logo]
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Dimension 1: Frequency How often does advertising stimulate conversations? Advertiser’s Summit 2011
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[client logo]
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Dimension 2: Tone-of-voice How often does advertising result in positive or negative conversations? Advertiser’s Summit 2011
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[client logo]
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Dimension 3: Impact How often does advertising actually help brand fans to convince others? Advertiser’s Summit 2011
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[client logo] Negative facilitation
Polarized facilitation
FREE
www
No facilitation
Positive facilitation
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Newspaper ads start positive conversations. Online media are where the conversation happens. Advertiser’s Summit 2011
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ferent if d h g u o r h t d e t n e re pres a s d n a r b g n o r t s How Informative Engaging Trust
[client ia medlogo]
Stands out
Sense of humour www
FREE
Drives purchase Fun
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Newspaper ads start trustworthy conversations. Not only as a medium of journalists, but also as a medium to build brands. Advertiser’s Summit 2011
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[client logo]
Use dailies for more & better conversations. © InSites Consul2ng
There is still room for improvement by using the medium’s specific strengths
Advertiser’s Summit 2011
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“
De fietsroutes zullen
minder snel dan de zaterdagkrant zelf richting oud papier gaan
”
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Here is how Becel did this together with AD. Extra appendix with one bicycle and one walking route in 10 weekend editions.
“
De krant heeft een
[client logo]
positieve invloed op de reclame doordat mensen ook de krant doorbladeren voor ideeën voor het weekend en dan op deze reclame uitkomen en zin krijgen om te gaan fietsen
”
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Connects with the role of newspapers in daily life. It’s not advertising, it’s relevant content. Advertiser’s Summit 2011
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“
Becel helpt om zo
[client logo]
lang mogelijk van het leven te blijven genieten. Iedereen weet dat bewegen goed is voor hart en bloedvaten. En fietsen is een leuke en makkelijke manier om te bewegen
”
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Gives a clear & credible message. In a medium that is know for trustworthy information. Advertiser’s Summit 2011
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“
[client logo]
Zoals die
routekaarten heb ik besproken met mijn zus en zwager of hun ze ook handig vonden en ging gebruiken
”
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The format made the campaign shareable. By using the strengths of the medium, more positive conversations were started. Advertiser’s Summit 2011
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[client logo] Negative facilitation
Polarized facilitation
FREE
www
No facilitation
Positive facilitation
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Newspaper ads start positive conversations. But the Becel campaign did an even better job at this... Why? Advertiser’s Summit 2011
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[client logo]
On average, 43% of
Polarized facilitation
consumers feel that advertising cleverly uses the medium characteristics. Only 27% of consumers feel that newspaper advertising cleverly uses the medium characteristics.
Positive facilitation
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Make use of the conversation potential of dailies. Consumers feel that we are not making the most out of it. Advertiser’s Summit 2011
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[client logo]
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Back to the island. (Un)fortunately, there is no deprivation trip to win, but I hope you’ll remember... Advertiser’s Summit 2011
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[client logo]
All media are social, but in a different way. © InSites Consul2ng
4 different social needs drive media consumption Observe, facilitate, join & substitute
Advertiser’s Summit 2011
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[client logo] ACTION
Join
Facilitate
WE ME
Observe
Substitute
ABSORB
© InSites Consul2ng
4 social needs of media consumption. Amongst many other things, media help us to have a conversation – or to replace it. Advertiser’s Summit 2011
48
[client logo]
Dailies have their way of building brands. © InSites Consul2ng
Newspapers facilitate positive conversations Newspapers facilitate trustworthy conversations
Advertiser’s Summit 2011
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[client logo] ACTION
Join
Facilitate
WE ME
Observe
Substitute
ABSORB
© InSites Consul2ng
Newspapers facilitate conversations. Not only about Osama Bin Laden, but also about brands. Advertiser’s Summit 2011
50
[client logo]
Use dailies for more & better conversations. © InSites Consul2ng
There is still room for improvement by using the medium’s specific strengths
Advertiser’s Summit 2011
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[client logo]
Only 27% of consumers feel that newspaper advertising cleverly uses the medium characteristics.
Positive facilitation
© InSites Consul2ng
Make use of the conversation potential of dailies. It’s informative. It’s trustworthy. You can keep it. You can share it. Advertiser’s Summit 2011
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T +32 9 269 15 02 M +32 477 601 790 E
[email protected] http://connectwith.insites.eu/dennisclaus Ghent I Rotterdam I London
InSites C onsul2ng ©© InSites Consulting
Thanks for listening! Looking forward to start a conversation.
