'Shared news matters more'

The results of CNN's inaugural global research study into the power of news and recommendation (POWNAR) reveal stark benefits for advertisers attached to news stories that are shared in social media. POWNAR comprised a global online survey with 2300 respondents, a thorough semiotic analysis, neuro-marketing techniques, news tracking and an ad effectiveness survey to demonstrate that shared news drives global uplifts in brand metrics. The research project was conducted internationally between June and August this year.

"The commerciality of the social media space is fast becoming apparent and this study means that for the first time, we are able to substantiate the value of shared news from an advertising perspective", comments Didier Mormesse, senior vice president, Ad Sales Research, Development & Audience Insight at CNN International.

Tracking emotional engagement

Through biometrics and eye-tracking techniques, POWNAR also aimed to measure emotional engagement associated with online news sharing. The results showed a "halo effect" of substantially higher engagement with "recommended" news content and embedded advertising, as opposed to "randomly" consumed content and advertising.

The overall uplift for brands who advertise around stories recommended in social media is significant. The global online survey showed that people who received news content from a friend or associate via social media, were 19% more likely to recommend the brand that advertised around that story to others and 27% more likely to favour that brand themselves.

More specifically, POWNAR examined case studies including one where a major European tourism board reported notably stronger campaign cut-through with aided ad re-call up 50% and brand favourability up 32% after advertising around news that was shared in social media.
The results from POWNAR also showed that video pre-roll advertising had overall a superior branding effect when appearing around news content shared in social media, in comparison to display banner advertising.

"Knowing the typology of shared content is significant as the information could be used by agencies as a guideline to mould creative and therefore make their advertising more effective to consumers", added Mormesse

What makes news "shareable"?

POWNAR identified a three tiered semiotic wheel that guides sharing patterns; comprising the three types of codes of narrative, theme and underlying message. For narrative, 65% of shared content comprises ongoing stories, 19% comprises breaking news and 16% of content falls into the "quirky or funny" category. In terms of theme, news recommendation is driven by content that is visually spectacular, stories about science and technology, human interest stories and money-related stories. The majority of stories being shared carry an underlying message of the "sharer" imparting knowledge.

Who is doing the sharing?

The 80/20 rule applies to the findings. 27% of all frequent sharers* account for 87% of all news stories shared. The average global user shares 13 stories per week and receives 26 stories through shared social media links or emails.

Which platforms dominate?

In peer-to-peer communication, 43% of news sharing comes from social media networks and tools e.g. Facebook, Twitter, YouTube, MySpace, followed by email (30%), SMS (15%) and IM (12%).

About POWNAR

POWNAR is CNN's largest global research project this year, and forms part of the network's 2010 suite of thought leadership research initiatives around the role of influencers in commercial media.
The study used the following combination of methodologies:

• Tagging all content on the CNN International website for eight weeks and tracking how content is shared online

  • Virtual ethnography using a social media monitoring tool to listen to online conversations
    
  • Thorough semiotic analysis to categorise cultural codes on shared articles

  • Biometrics and eye-tracking exercises measuring emotional engagement with recommended content and embedded advertising

• Global online ad effectiveness study conducted amongst a base of 2300 respondents in 11 countries across Europe, Asia and the US to measure the impact of news sharing on six categories: travel & tourism, retail, technology, automotive, luxury goods, and finance.

*"Frequent sharers" defined as those sharing 6+ news stories per week.

For more go to cnninternational.presslift.com/socialmediaresearch.