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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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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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

225

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

er

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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© MESH PLANNING LTD

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

Fionablades@meshplanning.c

om