Traditional Media Sparks Word of Mouth

MS&L Survey Uncovers Drivers of Digital Influence and Reveals How Information Is Shared Online

A new research study fielded among nearly 1,000 digital influencers demonstrates that traditional and online media are both important sources when it comes to sharing news. The study, developed by IM MS&L, MS&L’s influencer marketing practice to determine how to construct effective online influencer campaigns, in conjunction with leading research firm Ipsos Public Affairs, finds that traditional media play a vital role in igniting the process that leads influencers to share information online and via word of mouth. More than eight in ten influencers say they often go online to find out more after reading something in a magazine or newspaper (84%) or hearing something on TV or the radio (84%.) These traditional media sources help shape public opinion in the complex world of online influence.

“This research supports the need for influencer marketing campaigns to leverage both traditional and online tools to connect with consumers,” said Renee Wilson, deputy MD of MS&L New York and director of the agency’s IM MS&L practice.

Some of the key findings of the research include: 

Beauty influencers rely on manufacturers’ Web sites for their POV.
* In a good sign for advertisers, company and product websites are more effective sources for driving word-of-mouth in the beauty category than in either personal health or environmental cause. 
* Online community Web sites rank the highest of 15 sources for sharability among digital beauty influencers, and portals and search engines have the lowest sharability score. 
* In the beauty category, consumer opinion may motivate more sharing than in other categories:  Blogs, discussion boards and chat rooms are rated above average on the index. 
 
Neglecting non-profit and academic Web sites for green content? Think again.
* Influencers in the environment space spend a great deal of time gathering information from non-profit, association and academic Web sites (42% do so at least once per week).
* Digital influencers in the category of environmental cause embrace traditionally credible and objective sites when it comes to sharability. 
* The highest sharability scores go to Web sites of environment-related publications, magazines and TV networks, and non-profit/academic Web sites.
* Banner ads and online community sites have the lowest sharability scores, meaning that environmental influencers share information from these sources much less frequently than they do information from all other sources, relative to how often they gather information from each of these sources.

Nutrition is a hot topic for health influencers.
* Majorities of personal health influencers frequently gather information about nutrition (54%) and nearly half frequently share this content with others.
* The most “sharable” source among digital influencers in this category are national and local government Web sites, even though these sites are not as widely visited and used as other sites that provide health information.
* These government Web sites trigger a great deal of word-of-mouth on the part of the personal health influencers who access them, so the sites may provide the biggest bang for a marketer’s digital communications’ buck. 
* While influencers often use portals and search engines to gather health information, these are among the sources with the lowest “sharability” rankings. 

“There are distinct classifications of online influencers who have varied interests, motivations for engaging with digital content, and different approaches to gathering and sharing digital content,” said Allyson Clarke, MS&L’s associate director of research and insights. “IM MS&L’s research provides new insight into what is required to effectively engage digital influencers and maximize the likelihood that they will become advocates and activists for our clients’ messages.”

Sharability Index Created to Rank Sources
In tandem with this research, MS&L developed a tool called the “IM MS&L Sharability Index,” which ranks sources of online information based on how often material from those locations is shared by a category’s most powerful influencers. The index was introduced as a method for maximizing digital influence based on learnings from the research and was designed to help marketers make decisions on influencer strategies to create campaigns for maximum impact.

The index takes into account online influencers’ propensity to both gather and share information. It also considers information sources influencers use most often and the sources with maximum “sharability,” or those most likely to be shared. The index then ranks 15 types of online sources within three distinct categories of digital influencers:  personal health, beauty and environmental cause. Sources with the highest sharability generate the most digital word-of-mouth per contact.

“IM MS&L has discovered a truly unique approach to identifying, understanding and connecting with influencers in the digital age,” said Wilson. “This research and Sharability Index allows us to provide our clients with a distinct advantage in developing breakthrough digital communications that propel their brands forward in the digital space by maximizing the power of digital influencers.”

MS&L Launches Proprietary Influencer Database
Coupling new insights with new tools, MS&L Digital, the agency’s digital practice, is launching a new influencer database tool called the Multiloguer. This tool acts as an influencer-campaign management tool for account teams so they can manage blogger and influencer relationships. It also includes a measurement component consisting of an algorithm that allows MS&L to quantify success with each influencer. The algorithm includes an Impact Score that is generated based on the comments, trackbacks, and page views to demonstrate the reach for a particular blog.

“No other PR agency has a tool quite like the Multiloguer,” says Jud Branam, managing director of MS&L Digital. “Not only does this device enable us to determine who the truly powerful influencers are, it allows us to more effectively manage those valuable relationships and measure the success of our new media outreach - improving client communications and efficiencies among our teams worldwide.”

Ipsos Public Affairs conducted the research survey among 939 Digital Influencers across three categories—beauty, personal health, and environment.  Survey participants were selected from among members of Ipsos’ U.S. online panel based on their interest in each of the three aforementioned topics, how frequently they gather information online about each topic, and how often they pass along information gathered online about each topic to others. The online surveys were completed from May 7-21, 2008. For more information about the Digital Influencer research please contact Allyson Clarke at (212) 468-4342.

About MS&L
MS&L is a leading global communications firm and part of MS&L Worldwide, a network of communications brands and consultancies with 54 offices in North America, Latin America, EMEA and Asia, as well as an extensive affiliate network. The agency specializes in using research, insights and technology to create and execute powerful communications strategies that are critical to client success. With a unique combination of advice, advocacy and action, MS&L delivers measurable business results for many of the world's largest companies and most successful brands.

MS&L Worldwide is a member of the Publicis Groupe (Euronext Paris: FR0000130577), the world’s fourth largest communications group, and a global leader in digital and online advertising, media consulting, and healthcare communications. With some 44,000 professionals in 104 countries, the Groupe's activities cover advertising through three global advertising networks:  Leo Burnett, Publicis, Saatchi & Saatchi, as well as through its two multi-hub networks Fallon Worldwide and 49%-owned Bartle Bogle Hegarty; media agencies with two worldwide networks ZenithOptimedia and Starcom MediaVest Group; and marketing services, including digital and interactive communications through Digitas, relationship and direct marketing, public and media relations, corporate and financial communications, multicultural communications, and event communications. The Groupe is also the world leader in healthcare communications. Web site: www.publicisgroupe.com.

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