All media Are Social ARF June 2012

All Media Are SocialContextual Media PlanningDavid Shiffman Kevin Moeller Brad FaySVP Executive Director COOMediaVest Media Behavior Institute Keller Fay Group

Introduction Consumers communicate Online & Offline across various “contextual environments” that are important to marketers. – Media consumption helps drive Online & Offline Communication Keller Fay / USA TouchPoints Fusion – Implications of targeting relevant consumers when social interaction takes place can turn any media into a social media. A social strategy needn’t rely on online “social media.” All media are social, if you plan for it properly.

USA TouchPoints We create a rich, multi-dimensional view of the consumer that generates insights and drives relevance

Starting With A Simple, Powerful AppLocation Activities Social Setting Media Emotions

And a High Quality Study… Nested Within GfK MRI’s Survey of the American Consumer GfK MRI Respondents ✔ USA TouchPoints National probability Performance rates Ascribed to MRI’s latestsample of 2,000 adults checked, compliance 21,000+ respondents18-64 withdrawn from ensured GfK MRI sample

2,000 People, 20,000 Days,480,000 Hours of American Life20 Locations 23 Activities8 Mega Media 17 Emotional Categories Mindsets10 Social 33 Internet Settings Site Types

Keller Fay Group  The first research-based marketing consultancy focused on word of mouth Ed Keller: Author of The Influentials & Past President of Word of Mouth Marketing Association Brad Fay: Winner, Grand Innovation Award of Advertising Research Foundation; WOMMA board member  At the center of WOM Marketing – Only firm to measure all WOM  Offline + Online – New in 2012: The Face-to-Face Book7

TalkTrack® Methodology  Data collected through an online survey – Sample drawn from several of largest online consumer panels – Demographically balanced to US Census for ages 13 to 69  Conversations counted with assistance of 24-hour diary – Respondents recruited to take notes on conversations in 15 “marketing- relevant” categories over next 24 hours – Re-contacted a day later to answer standardized questions about brands/companies talked about during past 24 hours  Sample sizes support time series analysis – 700 respondents per week; 36,000 per year – Yield 7,000 conversational brand mentions weekly; ~ 350,000 per year  The fusion of TalkTrack® data with USA TouchPoints provides opportunity to plan media for word of mouth – Reach consumers in “social context” based on USA TouchPoints data8

All Media Are Social % of Word of Mouth Conversations Driven by Media/Marketing Any Media/Marketing 53% Internet 17% TV 17% Point of Sale 10% Promotion 8% Newspaper 6% Magazine 5% Mailing 4% Radio 3% Billboard 3%Source: TalkTrack® US Ages 13-69, April 2011 – March 2012

Adults Are Social When Consuming Media % of Media Users Who Are Simultaneously* Communicating (Offline or Online) (During the Average Day Mon-Sun, Average by Half Hour Increment Between 5am & Midnight) 63% 45% 45% 40% 40% Any Media Internet Radio TV Print*Same half hourSource: 2011 USA TouchPoints

Offline Communication Goes with All Media; Online Mainly with Internet Use % of Media Users Who Are Simultaneously* Communicating (During the Average Day Mon-Sun, Average by Half Hour Increment Between 5am & Midnight) Any Media Internet Radio TV Print 55% 47% 42% 43% 38% 38% 17% 13% 9% 10% Offline (Face to Face or Phone) Online (Email, IM, Text, Social Media)*Same half hourSource: 2011 USA TouchPoints

Offline and Online Sociability Varies by Lifestage % of Media Users (Any) Who Are Simultaneously* Communicating (During the Average Day Mon-Sun, Average by Half Hour Increment Between 5am & Midnight) Offline talk while consuming Offline Online media highest among married adults Online talk while consuming media highest among young singles 48% 42% 43% 25% 27% 17% 18% 10%*Same half hour Total Adults Married Single (18-34) Single (35-64)Source: 2011 USA TouchPoints

TV’s Sociability Varies By Lifestage % of TV Viewers Who Are Simultaneously* Communicating (During the Average Day Mon-Sun, Average by Half Hour Increment Between 5am & Midnight) Among marrieds, TV is mainly Offline Online an offline WOM opportunity High degree of online sociability among young 44% singles while watching TV 40% 21% 8% Married Single (18-34)*Same half hourSource: 2011 USA TouchPoints

Fringe & Primetime Height of TV Offline Sociability % of TV Viewers Who Are Simultaneously* Communicating Offline Average Weekday (M-F) Average Weekend 70% 70% 60% 60% 50% 50% 40% 40% 30% 30% 20% 20% Married Married 10% 10% Married (18-34) Married (18-34) 0% 0% Single (18-34) Single (18-34)*Same half hourSource: 2011 USA TouchPoints

Among Singles, TV Most Sociable Online Most of the Weekend Day and Evening % of TV Viewers Who Are Simultaneously* Communicating Online Smaller scale than previous slide Average Weekday (M-F) Average Weekend Married Married 40% 40% Married (18-34) Married (18-34) Single (18-34) Single (18-34) 30% 30% 20% 20% 10% 10% 0% 0%*Same half hourSource: 2011 USA TouchPoints

How to Target for Social Context Target young singles for a new movie – Determine best time of day to reach young singles who are most engaged in WOM about media/entertainment brands – Determine what programming is more apt to be watched

Using Keller Fay’s WOM Segments Entertainment Catalysts™ Average Weekly Media/Entertainment represent 6% of young singles Conversations Among Singles (18-34) but engage in 2X more X 1.9 media/entertainment 20.6 conversations Catalysts have larger than 11.1 average social networks, keep up with what’s new and are sought out for their advice All Singles Entertainment (18-34) Catalysts™ Singles (18-34)

All Media Are Social Among Young Singles Who Are Engaged in Entertainment WOM % of Single (18-34) Media Users Who Are Simultaneously* Communicating (Offline/Online) (During the Average Day Mon-Sun, Average by Half Hour Increment Between 5am & Midnight) All Singles (18-34) Entertainment Catalysts™ 80% 75% 64% INDEX to 58% 55% 58% All Singles 49% 46% 129 145 118 139 Internet Print Radio TV*Same half hourSource: 2011 USA TouchPoints – TalkTrack® Fusion

During Weekdays, Fringe & Primetime Key Target Times % of Singles (18-35) Watching TV During Weekdays (Average Weekday Day Part – Monday through Friday) All Singles (18-34) Entertainment Catalysts™ TV Sociability* % Singles 18-35 Watching TV 70% 70% 60% 60% TV Sociability* (--) 50% 50% 40% 40% 30% 30% 20% 20% 10% 10% 0% 0% Height of TV viewership & sociability during fringe and primetime*TV Sociability reflects the % of Young, Single Media Talkers who are watching TV & communicating (any form), during average hour on the average weekday.Unable to look at Entertainment Catalysts™ TV sociability due to low incidence, therefore looked at the broader group of Entertainment talkers ages 18-34.Source: 2011 USA TouchPoints – TalkTrack® Fusion

TV Dramas Key for Reaching Young Singles % of Singles (18-34) Watching TV Program Types During Weekday Evenings (During the Average Weekday Day – Monday – Friday - During 5PM – 11PM) All Singles (18-34) Entertainment Catalysts™ 56% 36% 34% 35% 22% 20% 20% 21% 13% 10% TV Drama Comedy News/Interview Sports UnscriptedSource: 2011 USA TouchPoints – TalkTrack® Fusion (Games, News) (Documentary, Reality, Instruction)

Conclusions “Social context” of media consumption is a valuable consideration for marketers in light of the power of social influence to drive purchase decisions. New tools are making it possible to target relevant consumer influencers by selecting media channels when social interaction is most likely to occur. A social strategy needn’t rely on online “social media.” All media are social, if you plan for it properly.

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All media Are Social ARF June 2012

by Keller Fay Group on Jul 11, 2012

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