How Social Are Social Media Audiences, Really?

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At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled How Social Are Social Media Audiences, Really?
Keller Fay’s TalkTrack® was used to measure word of mouth. Findings on which audiences have the largest networks and which touchpoints contribute most to word of mouth were discussed. Presentation was given by Brad Fay-COO at Keller Fay Group LLC & Lauren Hadley-Associate Research Director at Starcom.

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How Social Are Social Media Audiences, Really?

  1. 1. How Social Are SocialMedia Audiences, Really?Brad Fay Lauren HadleyCOO Associate Research DirectorKeller Fay Group LLC Starcom
  2. 2. Social Media Are Exploding &Advertisers Are Eager to Take Advantage
  3. 3. But What Social Behaviors GenerateMeaningful Consumer and Brand Experiences? Value exchange Participate in The FourCs™ are with people the conversation SMG’s proprietary framework for designing meaningful experiences The audience Tell and between people and powered or curated by the extend the brand story our client’s brands brand
  4. 4. How Can We Construct MeaningfulExperiences That Stimulate Conversations?Utilize social listening tools to:• Understand the role of conversation in creating and amplifying brand consideration• Measure the impact of campaigns and continually improve the human experience
  5. 5. Audience Value of“Social Networking Online”
  6. 6. Today’s Data Source:Keller Fay’s TalkTrack®• Online survey among consumers 13 to 69 – Participants re-contacted a day later to answer questions about brands talked about during past 24 hours – Covers all forms of WOM: Offline + online – 700 surveys weekly• Diary-assisted reporting of a day’s conversations – Respondents asked to take notes on conversations in 15 categories over 24 hours – Brand/company names collected on open-ended basis• Size of database – 36,000 interviews annually – About 350,000 brand mentions per year
  7. 7. TalkTrack®:A Unique Approach to Measuring WOM All Forms of WOM All Points of View U.S. since 2006 All People • 36,000 Interviews per year • 350,000+ Brand conversations All Categories International All Dimensions • UK - 2010 • Australia - 2010 All Brands Media Audiences
  8. 8. Facebook & Twitter Users Have Larger “Offline” Social Networks Compared to the national average, Facebook (+11%) and Twitter (+28%) have larger social networks Total Public Facebook Audience Twitter AudienceTotal Network: 16.2 Total Network: 18.0 Total Network: 20.8 6.2 5.2 6.7 6.0 7.5 7.1 4.8 5.3 6.2 Family Acquaintances Friends Source: Keller Fay TalkTrack®, January – December 2010
  9. 9. Facebook & Especially Twitter UsersRecommend More, in All Categories(% of respondents who give advice in each category) Total Public Facebook Audience Twitter Audience 38% 44% Food & Dining 47% 28% 33% Media & Entertainment 44% 27% 32% Technology 45% 26% 31% Shopping/Retail & Apparel 38% 26% 30% Beverages 37% 23% 26% Sports/Recreation & Hobbies 32% 23% Health & Healthcare 25% 27% 22% 27% Personal Care & Beauty 34% 21% Automotive 21% 25% 20% 23% Household Products 24% 19% Childrens Products 22% 21% 18% The Home 19% 18% 21% Financial Services 18% 22% 16% 19% Telecom 26% 13% Travel Services 14% 19%Source: Keller Fay’s TalkTrack®, January – December 2010
  10. 10. Facebook & Twitter UsersTalk About More Brands(Average number of weekly brand mentions) Weekly Brand Mentions 100 78 65 Total Public Facebook Audience Twitter AudienceSource: Keller Fay’s TalkTrack®, January – December 2010
  11. 11. “Traditional” Media AlsoOffer “Social Value”
  12. 12. Where WOM HappensWhat percent of WOM happens on socialmedia, blogs, chatrooms? Online, 8%Base: Brand conversations across all categories (n=194,528)Source: TalkTrack®, January – December 2010
  13. 13. Multiple Touchpoints Contribute to WOM(Top 10 touch points shown; % of word of mouth conversationsdriven by media/marketing) Television Advertisement 8.5% Television Program 5.6% In Store Display/Video 4.2% Coupon/Circular 3.8% Company Website 3.4% Internet Advertisement 2.6% Product Package 2.6% Newspaper Advertisement 2.4% Product Sample 2.1%Sports/Concert/Theater Event 1.7%Base: Brand conversations across all categories (n=165,352)Source: TalkTrack®, January – December 2010
  14. 14. How Do Traditional Media Stack Up?• TalkTrack® identifies over 100 media audiences – Print – Internet – TV Channels• We can evaluate each audience against total public in terms of various forms of “social value” – How much do they talk about brands? – How large are their social networks? – How many are “influencers”? Some of the answers will surprise you!
  15. 15. These Audiences Have theLargest Social Networks(Average number of people –friends, relatives, acquaintances—communicate with “fairly often”; top 10 media audiences of 113 shown) WSJ.com 27.3 WashingtonPost.com 24.6 Vogue 23.9 Wall Street Journal 23.9 Newsweek 23.4 NYTimes.com 23.4 Southern Living 23.2 iVillage.com 23.0 Disney.go.com 23.0 NBC.com 23.0Source: Keller Fay’s TalkTrack®, January – December 2010
  16. 16. These Audiences Are the Most Engaged inMaking Recommendations(% of respondents who give advice regularly, indexed to total public;top 10 of 113 media audiences) Automotive BeautyCar and Driver 257 Vogue 255Men’s Health 193 Glamour 230WSJ.com 180 iVillage.com 226Go.com 176 Cosmopolitan 217Sports Illustrated 173 Parenting 208CNET.com 171 O, The Oprah Magazine 201Rolling Stone 171 Us Weekly 194FoxSports.com 170 Martha Stewart Living 194National Geographic 169 People.com 193Wall Street Journal 169 Star 191 Source: Keller Fay’s TalkTrack®, January – December 2010
  17. 17. These Audiences Have the MostWeekly Brand Mentions(Average number of brand mentions per week, top 10 of 113 mediaaudiences shown) Vogue 128 WSJ.com 124 Disney.go.com 119 Us Weekly 119 New York Times 119 NBA.com 118 Wall Street Journal 118 USAToday.com 117 Southern Living 117 USA Today 116Source: Keller Fay’s TalkTrack®, January – December 2010
  18. 18. These Audiences Have theMost Influencers(% of Conversation Catalysts™ in audience, indexed to total public;top 10 of 113 media audiences shown) Conversation Catalysts™ WSJ.com 330 Wall Street Journal 306 WashingtonPost.com 299 iVillage.com 296 NYTimes.com 287 USAToday.com 284 Vogue 282 Southern Living 281 National Geographic 278 New York Times 273Source: Keller Fay’s TalkTrack®, January – December 2010
  19. 19. These Audiences Have the MostCategory-Specific Influencers(% of Category Catalysts in audience, indexed to total public;top 10 of 113 media audiences shown) Food & Dining Financial ServicesiVillage.com 262 WSJ.com 692Southern Living 256 Wall Street Journal 481NYTimes.com 245 NYTimes.com 507Martha Stewart Living 242 WashingtonPost.com 374Vogue 237 Newsweek 372WSJ.com 234 USAToday.com 371People.com 230 Southern Living 365Parenting 223 Men’s Health 351O, The Oprah Magazine 223 Go.com 336National Geographic 222 Time 325 Source: Keller Fay’s TalkTrack®, January – December 2010
  20. 20. Constructing Meaningful Experiences &Generating Conversation – SMG Coke Case Study
  21. 21. Implications• Consumer decision making is fundamentally “social” – Consumers value most the advice they get from other people, and are highly engaged in seeking recommendations – It is part of what makes us human, and it’s always been an important part of how mass communications work• All media are social – A wide variety of media are able to reach “social” consumers – Look for audiences with lots of social relationships—offline as well as online – Audiences containing more “influencers” have the most social value – By all means, use “social media” but integrate these efforts into broader strategies for media, marketing, and advertising
  22. 22. Thank You!Brad Fay Lauren Hadleybfay@kellerfay.com lauren.hadley@starcomworldwide.comFacebook.com/kellerfayTwitter.com/kellerfay

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