Universal McCann gets referrals from ‘strangers'

Based on a survey of 17 000 Internet users in 29 countries, the study examines the growth of consumer recommendation and the tools that drive it across the globe.

"Only the unthinking will ignore the growing importance of word of mouse!" says Universal McCann MD Nazeer Suliman. "When you consider our current base of internet users in this country and an imminent internet revolution in Africa, only the brands that genuinely engage at all levels will be spared from what I like to call ‘virtual mob justice'!”

The change is being powered by the growth of media like blogs and social networks and the increasing opportunity for web users to leave opinions, ratings and comments on virtually any site. This shift is projecting consumer opinions worldwide.

There is also a big change in the way people speak to family, friends and colleagues with email, SMS and Instant Messaging favoured over face-to-face communication.

"In the past, mass media offered little in terms of audience interaction or recommendation. Readers' letters in newspapers and magazines or live radio phone-ins were as far as interaction and consumer influence went. Today, opinions and experiences are shared worldwide. Never before have we been exposed to so many opinions and recommendations from so many people - many of whom are strangers, without the aura of expertise or celebrity recognition."

"You don't have to be a Barry Ronge, Oprah Winfrey, Sis Dolly or Gwen Gill to influence and get people to act on your recommendations anymore," says Suliman. "All you need is the individual or democratic consensus of total and complete strangers to make your brioche rise or flop. Social media platforms - even the humble SMS - can be the modern day equivalent of the medieval guillotine for brands that fail to take heed."

The global report reveals five fundamental changes that every brand and marketer will have to acknowledge:
1. Anyone can influence anyone: We trust strangers as much as we trust our closest friends.
2. Friendship is no longer local or face to face: It's becoming distant and virtualised.
3. Everybody is an influencer: The power to influence no longer belongs to the experts or 'those in the know'. The idea that we live in a simplistic world where there is a small group of influencers who dictate the agenda to everyone else is no longer true thanks to social media. We all share influence today whether we actively mean to or not.
4. New super influencers rise above the mass: Not all consumer influencers are equal. A new breed of 'super influencers' has been created by the tools of the social media revolution.
5. The new influence ecosystem has fundamentally changed how we buy products and services: There is a new level of transparency and truth that all public institutions, companies and brands have to adhere to.

Sharing opinions

The report goes on to say that it is clear that social media has become a platform for directly sharing opinion and thoughts: 34% of social network users are sharing opinions on music, 31% are writing a blog inside their personal profile and almost 10% have promoted a band. They are also sharing content; 55% are sharing photos, 22% are uploading videos and 23% are uploading applications, all of which project opinions and endorse brands if included.

In 2008, 1.5 billion people are reported to be online, and the impact of the Internet has spread to the way we interact and communicate as a society. Email is universally used and IM (Instant Messenger) is adopted by more than 80% of users worldwide. This has moved billions of personal interactions into the virtual and written word where it is easier to spread influence and communication is much more frequent and casual.

There is a correlation between categories that are most popular for sharing information online and the ones we now consider ourselves to be influencers in, like music, film, books and technology. These are categories most dependent on personal taste. Groceries and beverages prove the exception to the rule as these are products we are familiar with and don't fit into online conversations because they are impulse purchases without a long-term process.

Categories in which we are predominantly receivers are less depicted by personal choice and more by in depth knowledge. These categories are traditionally low interest and dictated to by experts: property, finance, cars, cosmetics.

There are no secrets in the new world of influence, brands, products and services are under constant scrutiny. The truth cannot be managed in the way it was when a few gatekeepers controlled the distribution of information. The world of influence needs a more conversational approach; advertising should encourage interaction, input and community. This means having a blog, being in social networks, creating content such as photos, videos etc.

Generally… being part of the conversation.

The full report can be downloaded on: www.universalmccann.com.