Bangkok--6 Oct--Mindshare
- Spectators is the largest tribe of online users (68%) while Creators and Expressers are the two tribes that can help be the voice and spread news and information to other tribes
- Suggest sincerity, right content, and avoid interruption for online advertising of the next era
Mindshare Thailand, the leading marketing and media network in Thailand reveals today “DIGI TALK 2011” a project that reveals findings through qualitative research (in-depth interview) of general online user aged 18-39 yr, UP/Mid Household income that is the representative of Bangkok, Song Kla (Hat Yai) and Khon Kaen and opionions from Digital Guru/ Experts. The study aims to pave the understanding of the consumers’ online behavior in order to gauge the best way to communicate and create positive feedback with them in the most effective way.
Rerngrith Jindaporn, Director, Business Planning, Mindshare said, “In the era of digital, marketers and advertisers are paying more attention to the growing consumers conversations in the online space, non-brand and brand related. This type of media or ‘Earned Media’ includes word of mouth and many public relations efforts around brands/ products in the virtual world. The understanding of who is saying what and how they are doing it is one of the vital factors for the success of creating buzz. Through project ‘DiGiTalk’ we have identified the 4 tribes of online users which helps marketers create an online activities that engage them positively and effectively”
Key facts & findings and 4 key part of analysis from “DIGI TALK” were declared as follows;
Firstly and most important finding, we have identified the 4 tribes of online users;
1)Spectator “เสือซุ่ม” — The largest tribe of online users. They are not that active in creating or generating ideas. They mainly prefer being listener & watcher & seeker. If they search for info and find something new, they do not spread it around to all, sharing only to a select few of their friends.
2)Joiner “กระรอกออกจากโพรง” — They are stepping out of the shadow and relatively more active in the digital world. They visit social networking sites and maintain their profile and contact friend via those sites. At a beginners’ level, they vote and rate topics related to their interests.
3)Expresser “นกแก้ว นกหงษ์หยก” — this type of crowd is a bridge to leverage WOM. They are very active in social networking sites...update status on Facebook/ Twitter constantly. Also, often share photos in real time. They love to chat, share and network with friends. Moreover, they live on IM, Video chat, with activities done through mobile phones a norm.
4)Creator “ผึ้ง” — A small but powerful DigiZen crowd. They are contributors who write articles and post them on any sites and publish a blog or even own their own web pages. They also upload video created by themselves, quite techno savvy and usually a guru in a specific area of their interests.
Secondly, mobile phone is a must for everyone. In Bangkok BB and iPhone are the majority. However, in up country & rural, “Other smart phone” are used i.e. LG, Wellcom, Nokia C3. Handset price is vital concerning factor.
Thirdly, the key online activities of those online groups are; 1.Searching — Google is still a powerful first step of journey 2.Connecting — via Facebook, Twitter, and Instant messaging such as Skype, BBM, Whatsapp, Facebook messenger 3.Entertaining — via YouTube (as no.1), Portal website, and Online Game
Fourthly, the advertising in digital world that are relevant are; 1.Organic Search Result - Best capture their attention (Search are no.1 among activities) 2.Ad on Facebook somewhat attractive. Picture is the key aspect to get their attention. One picture should say everything. Product ad which matches to their interests will also be clicked.
3.Standard banner ad still works...Rich media banner ad is distracting… Even though, they tend to ignore banner ads, Joiner and Expresser, especially those who are online shoppers, mentioned that they sometimes click on banner ad related to product they looking for
Rerngrith suggest his POV for marketer that “The marketer could pay attention to what consumers say as to know how to engage with them for the positive feedback. For Creators, they don’t want to be controlled in creating content. In their own spaces, they like to express what they feel and experience on brands/products… not what they are told to write up. Hence, marketers have to bear in mind that the negative view may be expressed. However, if resolving negativity can be done quickly and sincerely, the more admiration the brand will gain from these creators, which they will pass on the positivity forward.
For Expressers, it seems that social esteem will give them pride. To engage this tribe to spread WOM, marketers could primarily reward them with more emotional benefits, while Joiners may need more tangible rewards to stimulate them to spread the happening.
For Spectators, they are quite passive to created buzz. They are buzz recipients and influenced by 3 tribes aforementioned. Besides online media, marketers need to integrate online and offline media to reach them effectively.”
For further information, please contact:
Thitiporn Unchurit
Mindshare
+662 629 6327
[email protected]