How Social are Social Media Audiences Really

How Social Are Social Media Audiences, Really?
Brad Fay
Lauren Hadley
COOKeller Fay Group LLC
Associate Research DirectorStarcom

Social Media Are Exploding & Advertisers Are Eager to Take Advantage

But What Social Behaviors Generate Meaningful Experiences between Consumers and Brands ?
Participate in the conversation
Value exchange with people
The FourCs™ are SMG’s proprietary framework for designing meaningful experiences between people and our client’s brands
The audience powered or curated by the brand
Tell and extend the brand story

How Can We Construct Meaningful Experiences That Stimulate Conversations?
Understand the role of conversation in creating and amplifying brand consideration
Measure the impact of campaigns and continually improve the human experience
Utilize social listening tools to:

Audience Value of
“Social Networking Online”

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

TalkTrack®: A Unique Approach to Measuring WOM
All Forms of WOM
All Points of View
All People
U.S. since 2006
36,000Interviews per year
350,000+Brand conversations
International
UK - 2010
Australia - 2010
All Categories
All Dimensions
Media Audiences
All Brands

Facebook & Twitter Users Have Larger “Offline” Social Networks
Compared to the national average, Facebook (+11%) and Twitter (+28%) have larger social networks
Twitter Audience
Facebook Audience
Total Public
Total Network: 18.0
Total Network: 20.8
Total Network: 16.2
7.1
6.7
6.2
6.0
7.5
5.2
4.8
5.3
6.2
Friends
Acquaintances
Family
Source: Keller Fay TalkTrack®, January – December 2010

Facebook & Especially Twitter Users Recommend More, in All Categories
(% of respondents who give advice in each category)
Source: Keller Fay’s TalkTrack®, January – December 2010

Facebook & Twitter Users Talk About More Brands
(Average number of weekly brand mentions)

“Traditional” Media Also Offer “Social Value”

Where WOM Happens
What percent of WOM happens on social media, blogs, chatrooms?
Base: Brand conversations across all categories (n=194,528)
Source: TalkTrack®, January – December 2010

Base: Brand conversations across all categories (n=165,352)
Source: TalkTrack®, January – December 2010
Multiple Touchpoints Contribute to WOM
(Top 10 touch points shown; % of word of mouth conversations driven by media/marketing)

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!

These Audiences Have the Largest Social Networks
(Average number of people –friends, relatives, acquaintances—communicate with “fairly often”; top 10 media audiences of 113 shown)

These Audiences Are the Most Engaged in Making Recommendations
(% of respondents who give advice regularly, indexed to total public; top 10 of 113 media audiences)

These Audiences Have the Most Weekly Brand Mentions
(Average number of brand mentions per week, top 10 of 113 media audiences shown)

These Audiences Have the Most Influencers
(% of Conversation Catalysts™ in audience, indexed to total public; top 10 of 113 media audiences shown)

These Audiences Have the Most Category-Specific Influencers
(% of Category Catalysts in audience, indexed to total public; top 10 of 113 media audiences shown)

Constructing Meaningful Experiences & Generating Conversation – SMG Coke Case Study

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

Thank You!
Brad Fay bfay@kellerfay.com
Facebook.com/kellerfay
Twitter.com/kellerfay
Lauren Hadleylauren.hadley@starcomworldwide.com

How Social are Social Media Audiences Really

by Keller Fay Group

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