Manager, inContext Solutions
heard of, Groupon. The company has become a household name, and not simply
because of its vast daily deals. As Eric Rasmussen, VP of market research at
Groupon, put it: ‘It’s the first website people go to when they are looking for
makes it the perfect case study for the impact of word of mouth and the
Rasmussen and GfK VP of Consumer Trends Jon Berry, shared their insights into
the role of influence when it comes to purchase decisions. With big data
research from GfK, Groupon started to understand the dynamics of what
influenced these influential advocates.
influence is more important than ever
purchases are induced by social media, and influencers have twice the social
media reach. What’s more, these influential aren’t purchasing and advocating
simply because of the deals they are getting; the deal was simply the motivator.
The experience was what these advocates were seeking out and sharing with their
networks. The key, Rasmussen said, was to make sure your company is offering
the kind of experience that advocates will want to try and share with others.
increasingly happening at the point of experience (PoE)
quicker. In fact, 81 percent of influential are sharing via social media, a much
higher rate than non-influential. What’s more, it’s now mobile, with influential
using smartphones or tablets while shopping and advocating.
their own ‘discoverable moment.’ How can you create an experience that will
make advocates want to share, and then position it in a way that makes it easy
for them to do so? ‘It’s not the technology that makes people influencers,’
Rasmussen said. ‘It’s in their DNA.’ Find those people and give them a reason