WOM MARKETING MEASUREMENT GUIDELINES 2012. WomJ method 2012

WOM MARKETING

MEASUREMENT

GUIDELINES

Thinking about the KPIs

of WOM marketing

The Word of Mouth Japan Marketing Association

WOM Method Committee

9/2012

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WOM Method Committee Members

■Chairman Masayuki Nakajima Kokokusha Co., Ltd

■MembersYu Ishida Agile Media Network Inc.Takahiro Ugajin ADK, IncKoki Uchiyama Hotto LinkHiroshi Oridate BILCOM Inc.Nozomi Kawashimo D.A.CDr. Takayoshi Kawai 　 Tokai UniversityKenichi Kikui Tokyu Agency Inc. Munehiro Kishinami Aoyama Gakuin Human Innovation Consulting Inc.Satoshi Kurokawa Kokokusha Co., LtdMasahiro Sano Gala BuzzHirokazu Sato Hot LinkMayuki Morinaga Hakuhodo DY MediaPartners

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Are you familiar with “festivals" on the Web?

Original research by Hakuhodo ( 博報堂 )

Dates: March 3 & 4, 2012

Internet research in Japan

Respondents: Men and women, aged 15-69, 4000ss, nationwide

（ Database: J-Read all Japan newspaper survey ）

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Survey: Topics on the Web during the past year4

１８ . ８％４６ . ６％６５ . ３％

１３ . ５％２７ . ２％４０ . ７％

7.1% ２０ . ７％２７ . ８％

3.9% ２２ . ７％２６ . ５％

10.2% １５ . ２％２５ . ３％■Know well■Know something

The 5 most popular “festival” topics on the Web (see following pages)

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A: Awareness rate 65.3% Deep awareness rate 18.8%5

Did you know?

Glico, a Japanese food company, featured a “virtual member” of pop group AKB48 in its TVC for "ICE-NO MI” (Fruit Ice)?

She is a CG rendition created from parts of various members of AKB48

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Breakdown of 18.8% deep awareness

Men, 15-19: 35.4%

Know first by:

・ TV program

・ 2ch ・ 2ch summary site

・ Yahoo ! news

・ newspaper

・ Word of mouth from

　　 a friend or family

Women, 15-19: 36.0% Know first by:

・ TV program

・ Word of mouth from a friend or family

・ Twitter

・ Yahoo! news

・ 2ch ･ 2ch summary site

Women, 20-29: 30.7%Know first by:

・ TV program

・ Yahoo! news

・ mixi

・ twitter

・　Word of mouth from a friend or family

A: Awareness rate 65.3% Deep awareness rate 18.8%*

*Awareness rate = includes “Know something”Deep Awareness rate = only “Know well”

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B: Awareness rate 40.7% Deep awareness rate 13.5%7

AC TVC: “popopo-pown” ( ぽぽぽぽーん）http://www.YouTube.com/watch?v=dXD-KzMzcQI&feature=related

Parody of “popopo-pown”The popopo-pown robothttp://www.YouTube.com/watch?v=Y2pB7W5g4m4

Did you know?

After the Great East Japan Earthquake disaster, many public TVCs were broadcast daily by the AC (Advertising Council Japan).

A parody video of AC TVC“Popopo-pown” became very popular.

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B: Awareness rate 40.7% Deep awareness rate 13.5%8

Men, 15-19: 44.5% Know first by:

・ Niko-Niko doga

・ Youtube



a friend or family

・ Twitter


・ Niko-Niko doga

・ Youtube



a friend or family

・ Yahoo! news


・ Niko-Niko doga

・ Youtube



a friend or family

・ TV program

Breakdown of 13.5% deep awareness.

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C: Awareness rate 26.5% Deep awareness rate 　 3.9%9

Did you know?

Toyota U.S.A. TVC featured Miku Hatsune who is a famous virtual idol.

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C: Awareness rate 26.5% Deep awareness rate 　 3.9%10

Breakdown of 3.9% deep awareness

Men, 15-19: 17.1%Know first by:

• 2ch ・ 2ch summary site

• Niko-Niko doga

• TV program

• Newspaper

• Twitter

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Starting point for committee discussion

We want to measure the degree of influence our

communication has on its intended target.

But:

We don’t want to limit our measurements to the Web,

because it does not give us the entire picture.

We want to measure the degree of influence our

communication has on its intended target.

But:

We don’t want to limit our measurements to the Web,

because it does not give us the entire picture.

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Considerations for measurement of WOM

It is important to measure the effect of WOM correctly

without being confused by extreme data on the Web,

such as re-tweets, followers, and “Likes”.

We need to identify the appropriate data for each specific

marketing goal.

It is important to measure the effect of WOM correctly

without being confused by extreme data on the Web,

such as re-tweets, followers, and “Likes”.

We need to identify the appropriate data for each specific

marketing goal.

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Objectives of WOM Method Committee13

• Establish guidelines for measurement of the effect of WOM on marketing campaigns.

First, we need to define the effects of WOM.

1) What kind of data should be used to measure the effect of WOM and when should we measure it?

2) We have to think about the effect of WOM in real life, not only on Social Media.

3) What kind of methods are used at present?

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The premise of WOM measurement guidelines

●Our discussion rangeIn general, there are two analysis points for measurement of WOM.

1) Analyze what and how is conveyed by WOM.2) Analyze WOM with research panel.

We will discuss only 1) in 2012.

● The ultimate goal for this year is to define guidelines for measuring the effect of WOM and changes in consumer behavior and action paths as affected by corporate marketing activities.

●Our discussion rangeIn general, there are two analysis points for measurement of WOM.

1) Analyze what and how is conveyed by WOM.2) Analyze WOM with research panel.

We will discuss only 1) in 2012.

● The ultimate goal for this year is to define guidelines for measuring the effect of WOM and changes in consumer behavior and action paths as affected by corporate marketing activities.

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1. WOM measurement case studies

(1) The effect of WOM on perception changes 　　 (consumer research)

(2) Engagement analysis　　 (users’ behavior in Facebook)

(3) Measurement of overall campaign reaction by WOM analysis 　　 (users’ behavior in twitter)

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We analyzed three different types of WOM.

1-①Analysis of the effect of WOM on perception changes (consumer research)

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Researched byWOMLabo (Kokokusha Co., Ltd)

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① Analysis of effect of WOM on perception change17

● Shared own experience by WOM ・・･ 36%

● Shared something seen/heard by WOM ･････ 41%

(Share third person’s testimonials by wom)

● Experience of tweeting,re-tweeting,”Like” ・・　 28%

● WOM to whom? （ friends & acquaintances) ・49.6%

● WOM method 　（ actual meeting ）・・・　･75.8%Share by WOM

Awareness ・・（ A ）

(Trigger brand awareness) 1 In store promotion 30.7% 2 TV 　　 16.6% 3 Website 　 14.4%Interest via WOM 　　 62.6%

Trigger to purchase via WOM 56%

Interest in WOM 　57.9%

Awareness via WOM 60.4%

Spread of WOM

Trigger interest ・・（ B ）1 In store promotion 31.2%2 TV 15.3%3 Search engine 12.5%

Trigger purchase ・・（ C ） 1 In store promotion 26.8% 　 2 TV 　　　　　 13.3% 3 Website 　　 13.2%

WOM G0

WOM G1

* About products and services purchased within past six months

① Effect of WOM

① WOM transmission path

③ Effect of WOM on perception change

＊ Kuchikomi Survey 2012

data ： WOMlabo http://www.womlabo.com/

Customer

Consumer

Prospect

Potential customer

Person who wantsto buy your brand

WOM G2

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1 WOM from a friend in real world Real

2 Coworker Real

3 User Real/Net

4 WOM from a friend in his/her community Real/Net

5 Web communities and blogs Net

6 WOM community （ ex Kakaku.com,Tabelog ） Net

7 WOM from SNS like mixi/twitter/Facebook Net

8 YouTube/NIKO-NIKO DOGA Net

Types of WOM measured

The following were defined as WOM

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n727態度変容（全体）

0

5

10

15

20

25

30

35

店頭

クチ

コミ

テレ

ビ

ホー

ムペ

ージ

ネッ

ト検

索

雑誌

折込

チラ

シ

新聞

その

他

電車

・バ

ス車

内広

告、

駅貼

ポス

ター

その

分野

の専

門家

の人

テレ

ビの

タレ

ント

等の

有名

人

ラジ

オ

はじめて知ったきっかけ

興味を持ったきっかけ

購入の後押し

Effect of WOMAwareness - 29.8%Trigger interest － 32.7%Trigger purchase － 33.0%

All respondents

source ： http://www.womlabo.com/

Perception change

Retail prom

otion

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TV

Website

Search engine

Magazine

Flier in a new

spaper

New

spaper

Other

Transit ads

Professional

endorsement

TV

personality

Radio

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n=127態度変容（食品・飲料）

0

5

10

15

20

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30

35

40

45

店頭

クチ

コミ

テレ

ビ

ネッ

ト検

索

ホー

ムペ

ージ

折込

チラ

シ

その

他

雑誌

新聞

電車

・バ

ス車

内広

告、

駅貼

ポス

ター

ラジ

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テレ

ビの

タレ

ント

等の

有名

人

その

分野

の専

門家

の人

（セ

ール

スマ

ン含

む）

はじめて知ったきっかけ

興味を持ったきっかけ

購入の後押し

Effect of WOMAwareness 　　 - 26.8%Trigger interest 　 - 27.6%Trigger purchase - 23.6%

Re

tail p

rom

otio

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TV W

eb

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orse

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Perception change

source ： http://www.womlabo.com/

Food & beverage

users

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Consumer research21

First Awareness　　 *effect of WOM

Spread of WOM

Trigger interest　　 *effect of WOM 　

Trigger purchase *effect of WOM 　　　　

Customer

Consumer

Prospect

Potential customer

Person who wants to buy your brand

WOM G0

WOM G1

① Effect of WOM

① WOM transmission path

③ Effect of WOM on perception change

Understanding the effect of WOM on your brand through consumer research

WOM G2

② Engagement analysis（ effect of WOM via

Facebook ）

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Data sourceBilcom

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② Analysis example （ Facebook ）

WOM measurement considerationsWOM measurement considerations

Measure effects WOM based on quality rather than quantity

・ Corporate information・ Product and sales information

・ Corporate information・ Product and sales information

A fan has many needsMeasure the quality

of fan loyalty

・ Response to submissions・ Reach of WOM

・ Response to submissions・ Reach of WOM

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② Analysis example 1(Facebook)

Facebook analysis pointsFacebook analysis points

1. Analyze the information transmission structure of Facebook

2. Notice fans talking rather than the # of fans. - Fan activity is more important number of fans

3. Analyze reach in detail.

4. Analyze each message to identify ways to activate fans.





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② Analysis example 1 (Facebook)

Capture a fanReactions from

fans

Spread of information

1.Analyze the information transmission structure of Facebook1.Analyze the information transmission structure of Facebook

The index on FacebookThe index on Facebook

Information disseminatedfrom a brand

・　 # of fans

・　 # of fans

・　 # reached・　 # reached ・　 #s who tell a friend　 └ Like　 └ Comment　 └ Share　 └ Answer a question

・　 #s who tell a friend　 └ Like　 └ Comment　 └ Share　 └ Answer a question

・ # of WOM・ # of WOM

Path of information on Facebook

Periodical investigations are performed to create a benchmark.Periodical investigations are performed to create a benchmark.

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②Analysis example 2 (Facebook)26










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②Analysis data 1 （ Facebook ）

Compare changes in # of fans with changes in # of people who talk about it.

Compare changes in # of fans with changes in # of people who talk about it.

Example of a page where increase in # of fans leads to increased activity

ファン数話題にしている人数

Increasing # of fans influences the # of people who talk about it.

　↓Increasing # of fans facilitates spread

of engagement and information.

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# of fans 　　　　 # of people who talk about it

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Example of a page where increase in # of fans does not lead to increased activity.

ファン数話題にしている人数

The increasing # of fans does not influence the # of people who talk about it.　　　　　　　↓They have failed to capture true fans.

②Analysis data 2 (Facebook)

# of fans # of people who talk about it

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②Analysis example (Facebook)29



2. Notice fans talking rather than the # of fans. 　 - Fan activity is more important number of fans




2. Notice fans talking rather than the # of fans. 　 - Fan activity is more important number of fans



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②Analysis example(Facebook)

3. Breakdown and analysis of Facebook reach.3. Breakdown and analysis of Facebook reach.

Data concerning reach that can be obtained from Facebook Insight:Data concerning reach that can be obtained from Facebook Insight:

Organic reach

WOM reach

Paid reach

the # of unique users who viewed contents about your Facebook page on newsfeed, real time feed in Facebook.

the # of unique users who viewed a Facebook AD or sponsor article linked to a Facebook page.

the # of unique users who viewed your brand’s topic from a friend’s article.

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②Analysis data 3 (Facebook)

Comparison of organic reach and WOM reach numbers. Comparison of organic reach and WOM reach numbers.

Organic reach ＞ WOM reach

オーガニックリーチクチコミリーチファン数

3. Breakdown and analysis of Facebook reach3. Breakdown and analysis of Facebook reach

Organic reach is greater than WOM reach

↓WOM doesn’t work effectively

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organic reach

WOM reach

# of fans

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②Analysis data 4 (Facebook ）32Organic reach ＜ WOM reach

オーガニックリーチクチコミリーチファン数

WOM reach is greater than organic reach, and reach exceeds the # of fans.

↓The power of WOM has been harnessed

effectively

Organic reach

WOM reach

# of fans

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③ Measurement of overall campaign reaction by WOM

analysis (twitter)

Data sourceHot link

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Twitter analysis pointsTwitter analysis points

1.Analysis to include volume of information propagated via twitter

Points to watch: # of tweets; # reached; # of information exposures

2. Check content of frequent topics. It is important to analyze not only "negative / positive" but also "topic of conversation” and “attitudinal status of user mind”

3. Check the information source and identify the influencer Track the spread of information: Quoted URL, influencers, propagation

routes of WOM.

4. Analysis based on comparison of “timeline” “competition” and "other media”. Comparison and analysis of “before, during, and after”, competitors’ activity, and other data will provide insight into overall campaign reaction.

1.Analysis to include volume of information propagated via twitter

Points to watch: # of tweets; # reached; # of information exposures

2. Check content of frequent topics. It is important to analyze not only "negative / positive" but also "topic of conversation” and “attitudinal status of user mind”

3. Check the information source and identify the influencer Track the spread of information: Quoted URL, influencers, propagation

routes of WOM.

4. Analysis based on comparison of “timeline” “competition” and "other media”. Comparison and analysis of “before, during, and after”, competitors’ activity, and other data will provide insight into overall campaign reaction.

③Analysis example(twitter)34

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③ Analysis example (twitter) Indices: # of tweets; # reached; # of information exposures35

1: Analyze not only the number of tweets but also the volume of 　　　 information propagated.

Case Study: HANA-MARU UDON ( はなまるうどん ) campaign (major FC food company)Announcement of extension of expiration date for outdated coupons generated a spike of 7x normal number of Tweets.

Tweets of this campaign spiked to 7x normal levels.

# reached# of exposures# of tweets

Exposure refers to all web exposure, not limited to unique users.

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③ Analysis example(twitter) Index: Positive and negative changes36

2: Assess positive and negative changes on Twitter

Case study: Hana-maru-udon campaign

PositiveNegative

% of tweet

＃ of positive tweets during campaign 2.977Average ＃ of positive tweets in a day 496

＃ of negative tweets during campaign 278Average ＃ of negative tweets in a day 46

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③ Online comments (twitter) Index: Attitudinal status of user mind37

Analyze users’ attitudinal status from content of tweets.

Case study: HANA-MARU-UDON campaign comments

I am interested in it

I want to enter this campaign

I experienced this campaign

I am fascinated with Hana-maru

Tell a friend

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③ Analysis example(twitter)

Index: Identify influencers and the power of influence38

Case study: Hana-maru-udon campaignThe power of influencers = the number of reaction from followRanking「 himasoku123 」→「 otakomu 」→「 news4kojiki 」… major influencers in order

Ranking of the influenceDistribution of the power of influencers

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③ Analysis example （ twitter ）　 Index: Analyze propagation routes39Analyze movement of information from who to who at what timing.

Case study: Hana-maru-Udon campaign

We can identify specific group networks

楕円のサイズ：影響力

色の濃さ： Follower 数

←( 黒矢印 ) ： Follow 関係

←( 赤矢印 ) ： RT した / された関係

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Summarize

Identify the objective of the measurement.

- for advertising strategy

- for a specific advertising effect

- for long-term engagement

- for a short-term change of consciousness

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• How to incorporate WOM to trigger a desired action?

• Were you able secure engagement for your brand　 ?

• Were you able to expand awareness through your Facebook campaign?

・ Content of wom・ information source・ Who is the influencer

・ Content of wom・ information source・ Who is the influencer

Attention

Interest

Search

Action

Share

Campaign exposure

② Facebook

# of trials

Others

# of campaign participants

Total volume of related

words gathered by Social

Listening

① Consumer research

③ Blogsand Twitter

WOM measurement guidelines

Total campaign volume

The kind of the data which can be used for measurement of WOM

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# of exposures# reached#of tweets

# of exposures# reached#of tweets

AwarenessInterestPurchase trigger

# of fans# of fans

# talking about your brand.　・ organic reach　・ wom reach

# talking about your brand.　・ organic reach　・ wom reach

Effect of WOM Effect of WOM

WOM transmission path

WOM transmission path

Effect of WOM on Perception ChangeEffect of WOM on

Perception Change

Business

WOM MARKETING MEASUREMENT GUIDELINES 2012. WomJ method 2012