1 w w w. m e s h p l a n n i n g. c o m © mesh planning ltd the bigger picture understanding online...
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© MESH PLANNING LTD
THE BIGGER PICTURE
Understanding online in the context of other marketing
communications
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What we have nowA range of metrics telling us
how many people are doing what.
What we’re missing• Ways of comparing online
with other channels• The quality of the experience
and how people are engaging• how online is integrating with
other communications
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© MESH PLANNING LTD
NEW WEB 2.0 RESEARCH TOOLS FOR A NEW WORLD
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© MESH PLANNING LTD
TROICaptures every way someone
connects with a brand using
participants’ own mobile
phones
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People can’t recall emotion
" Because emotions are transient and rapidly changing,
the acquisition of accurate data about them is completely beyond the scope of retrospective
methods. Not only does the TROI approach get closer to the truth of real people's lives, it empowers participants
to express themselves freely by making them responsible members of the
research team.”
Dr Andy Wells, psychologist, LSE
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TROI captures experiences as they happen
Whenever Dave sees, hears or experiences anything to do with cool brands he texts
us:1. What’s the brand?
2. What’s the occasion?3. How did it make you
feel?
08.04
08.46
12.12
16.11
18.22
22.04
14/08/08 – 21/08/08TROI is real time.
Dave has agreed to text us when he sees something relevant to
the research.
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TROI – in a nutshellCurrent Tracking Studies Stop Here
Brand HealthImage Statements
UsageAdvertising
Pre Questionnaire
BrandOccasion
FeelTime
Real Time Tracking
PhotosComments
+/- experiencesROI benchmarks
Post Questionnaire My Real Story
Consumer Blog
Add ons
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© MESH PLANNING LTD
COMPARING ONLINE WITH OTHER CHANNELS
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Based on 30,000 experiences, online is joint 2nd largest
19%
14% 14% 12%
8% 8%
3% 2% 1% 1%
6%
3% 3%
6%
0%
10%
20%
30%
Touchpoint Share - All MarketsBase: 29373 texts
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18% 18%20%
5%
9% 10%
4% 4%2% 1% 2%
8%
0%
10%
20%
30%
Touchpoint Share - Mobile Phone MarketBase: 13537 texts
14%
4%2%
22%
2%
6%
2% 3%
18%
10%8%
6%3%
0%
10%
20%
30% Touchpoint Share - FMCG - Soft DrinksBase: 3723 texts
But differs by marketLeading
touchpoint for mobile phone networks....
...but almost non existent in some FMCG markets
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Average positivity
TV Ad
PressOnline
In Store
Conversation
Poster
Me Using
Mailing/leaflet
Radio Ad
Others Using
Sponsorship
Specific Location
Cinema AdAll Tpt Average
0.00
0.20
0.40
0.60
0.80
1.00
1.20
1.40
0% 5% 10% 15% 20% 25%
Positi
vity S
core
Touchpoint Share
Number of Texts per Brand by Average Positivity ScoresBase: 39,373 texts
Websites more positive than
Online advertising
Base: 29373 Base: 29373 textstexts
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30% 18%37% 41% 40% 38% 34% 22% 32% 32%
38%27%
36% 35% 36% 38% 33%28%
27% 34%
21%29%
16% 11% 13% 11% 17%33% 9%
24%
-5% -11% -8% -9% -7% -9% -8% -6% -16% -6%-5%
-15% -3% -4% -3% -4% -7% -11%-15%
-4%
-40%
-20%
0%
20%
40%
60%
80%
100%
Touchpoint PositivityBase Size: 29373
Online has higher positivity than press, posters and radio
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Internet 16-24 All
Internet 55+ All
Website Male 16-24
Website Male 35-44
Website Fem 16-24 Website Fem 45-54
Website London Website SouthEast
Online Ads 16-24 Male
Onlne Ads 16-24 Female
Online Ads 55+Online Ads London
Online Ads Wales&West
40
60
80
100
120
140
160
20 40 60 80 100 120 140 160 180 200 220
Emoti
onal
Cha
rge
-Ind
ex
Brand Touchpoints and Emotional Charge Index by Demographic - OnlineBase: 39,373 texts
Touchpoint Share Index
And it’s not just for young!
Base: 29373 textsBase: 29373 texts
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Evaluating the true value of Online
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© MESH PLANNING LTD
360 campaigns
Digital and WOM
Digital and Activation
Roles of digital
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UK: Understanding the quality of the Online experience
TV
Posters
Activation
New Product & Packaging
Digital
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17%24%
41%
23%
41%32%
24% 18%
45%39%
37%
50%
38%
28% 38% 45%
30%36%
13% 23% 15%
30% 24% 26%
-6% -8% -2% -5% -6% -10% -8%-3% -1%
-1%-2% -1% -4%
-3% -3%-20%
0%
20%
40%
60%
80%
100%
TV ad Me Using Shop / window
Internet Poster Other using Newspaper ad
Conv. w/o c'phrase
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¾ of Online touchpoints for Lynx were positive
CHANNEL FEELING – LYNX/AXE
Base: 1226 Lynx/AXE texts
Very negative
Fairly negative
Neutral
Fairly positive
Very positive
Very negative
Fairly negative
Neutral
Fairly positive
Very positive
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Not surprisingly Lynx gets YouTube views
‘Great You Tube. Saw it before on TV’
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And we saw the catchphrase used in social networks!
“Noticed a friend’s status on Facebook had the Lynx catchphrase…naturally I
had to sing it out as well.”
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Importantly, Online trade ads were encouraging purchase!
“At my friend’s on internet it pop up that at Superdrug it was down in price. It made me go get some before it go back
up.”
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But we were picking up fewer activation touchpoints than expected
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Lynx had fewer Online touchpoints than benchmark brands in UK
44
69
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136
0
50
100
150
200
250
Lynx Nike PlayStation Nokia
Internet touchpoints for each brand
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Whilst Lynx uses TV/Posters, PlayStation connects through Shop and Internet
LYNX/AXE TOUCHPOINTS
Base: 1226 Lynx/Axe texts
416
306
9244
165
50 29 38 27 21 12 2 8 16 00
70
140
210
280
350
420
TV ad
Me
Using
Shop / win
dow
Inte
rnet
Poster
Oth
er u
sing
Newsp
aper a
d
Conv. w
/o c
'phr
ase
Mag
azin
e
Oth
er
Radio
In th
e ne
ws
Event
Conv. w
/ c'p
hrase
Conv. u
nspec
.
184
133
233 225
66 56101
128
59 36 38 45 22 4 20
70
140
210
280
350
420
TV ad
Me
Using
Shop / win
dow
Inte
rnet
Poster
Oth
er u
sing
Newsp
aper a
d
Conv. w
/o c
'phr
ase
Mag
azin
e
Oth
er
Radio
In th
e ne
ws
Event
Conv. w
/ c'p
hrase
Conv. u
nspec
.
PLAYSTATION TOUCHPOINTS
Base: 1332 PlayStation texts
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What were they doing well?
Many touchpoints experienced when actively searching in related environments
‘Looking at Play.com’‘www.techblog.com’
‘browsing Gamesport’
Availability of and easy access to support material
‘This will probably be my next phone’
‘’new models were very attractive’
Football connection is really powerful for consumers
‘Henry was wearing an Arsenal Nike T-shirt’
‘Looking for next season’s football kits’
Relevance Education PassionClubs, Going
OutRange usage Dating
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Italy and Poland: Integrating communications
Italy Poland
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© MESH PLANNING LTD
The question:
Why were sales in Poland doing so well when they weren’t in Italy?
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44%
14% 13%9% 7% 6% 6% 5% 4% 6%
2% 1% 2%
0%
10%
20%
30%
40%
50%
60%
70%
TV ad
Me
using
Inte
rnet
Shop/win
dow
Oth
er u
sing
Conver
satio
n
Ad in m
ag
Ad in p
aper
Poster
Radio
Event
In th
e ne
ws
Oth
er
In Italy, campaign relied almost exclusively on TV
Touchpoint Reach – AXE – ITALY
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TV
Poster
Internet
Press
Also Radio, PR, Other In Store
But in Poland we saw highly integrated activation
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This was driving Online touchpoints – 2nd largest!
481
329
226
37 1453
1759
18 8 6 6 28
0
100
200
300
400
500
600
TV ad
Inte
rnet
Poster
Shop/win
dow
Oth
er u
sing
Me
using
Conver
satio
nRad
io
Ad in p
aper
Ad in m
ag
Event
In th
e ne
ws
Oth
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AXE touchpoints by occasion
Base: 1,282 AXE touchpoint texts
Identifiable texts for Villa Axe
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Numerous mentions of Villa Axe Online generating action
“It is a very positive and encouraging advert – definitely encouraging a person to buy
products of this particular brand.”Axe, Internet, very positive
“This very interesting Axe competition page/site made
me interested and encouraged me to buy
Axe product and take part in the competition”
Axe, Internet, very positive
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An increase in Brand Energy was driven by Online!
TOUCHPOINT FORCE - AXE, POLAND
Significant at 95%
Significant at 90%
Not significant / small sample
Base: 337 respondents
0.200.00
0.00
0.150.10
-0.30
-0.10
-0.20
1.141.34
0.050.35
0.00
T V AdInternet
P osterS hop/window
Other usingMe Using
C onversa tionR a dio Ad
Ad in pa perAd in ma g
E ventIn the news
Other
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© MESH PLANNING LTD
How TROI has taken our thinking forward• Axe Online touchpoints are engaging people
• need to capitalise on this
• We’ve learned that social brands play by completely different rules• challenging our assumption that a campaign should
be TV/Poster driven
• It’s reminded us that there are a multitude of ways we can use the online space• From engaging in social networks and linking to
relevant topics to education and actual purchase
• The success we have seen in Poland’s sales and the contribution made by integration Online gives us a good case study moving forward
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One metric
Engagement
Integration
THE FUTURE
“New Tools for a New World”
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© MESH PLANNING LTD
For further
information please
get in touch…
Fiona Blades
Chief Experience Officer
MESH Planning
om