How Social are Social Media Audiences Really

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Brad Fay, Keller Fay and Lauren Hadley, Starcom present at the 2011 ARF Re:Think convention.

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How Social are Social Media Audiences Really

  1. 1.
  2. 2. How Social Are Social Media Audiences, Really?<br />Brad Fay<br />Lauren Hadley<br />COOKeller Fay Group LLC<br />Associate Research DirectorStarcom<br />
  3. 3. Social Media Are Exploding & Advertisers Are Eager to Take Advantage<br />
  4. 4. But What Social Behaviors Generate Meaningful Experiences between Consumers and Brands ? <br />Participate in the conversation<br />Value exchange with people<br />The FourCs™ are SMG’s proprietary framework for designing meaningful experiences between people and our client’s brands<br />The audience powered or curated by the brand<br />Tell and extend the brand story<br />
  5. 5. How Can We Construct Meaningful Experiences That Stimulate Conversations?<br />Understand the role of conversation in creating and amplifying brand consideration<br />Measure the impact of campaigns and continually improve the human experience <br />Utilize social listening tools to: <br />
  6. 6. Audience Value of <br />“Social Networking Online”<br />
  7. 7. Today’s Data Source: Keller Fay’s TalkTrack®<br />Online survey among consumers 13 to 69<br />Participants re-contacted a day later to answer questions about brands talked about during past 24 hours<br />Covers all forms of WOM: Offline + online<br />700 surveys weekly<br />Diary-assisted reporting of a day’s conversations<br />Respondents asked to take notes on conversations in 15 categories over 24 hours<br />Brand/company names collected on open-ended basis<br />Size of database<br />36,000 interviews annually<br />About 350,000 brand mentions per year<br />
  8. 8. TalkTrack®: A Unique Approach to Measuring WOM<br />All Forms of WOM<br />All Points of View<br />All People<br />U.S. since 2006<br /><ul><li>36,000Interviews per year
  9. 9. 350,000+Brand conversations</li></ul>International<br /><ul><li>UK - 2010
  10. 10. Australia - 2010</li></ul>All Categories<br />All Dimensions<br />Media Audiences<br />All Brands<br />
  11. 11. Facebook & Twitter Users Have Larger “Offline” Social Networks<br />Compared to the national average, Facebook (+11%) and Twitter (+28%) have larger social networks<br />Twitter Audience<br />Facebook Audience<br />Total Public<br />Total Network: 18.0<br />Total Network: 20.8<br />Total Network: 16.2<br />7.1<br />6.7<br />6.2<br />6.0<br />7.5<br />5.2<br />4.8<br />5.3<br />6.2<br />Friends<br />Acquaintances<br />Family<br />Source: Keller Fay TalkTrack®, January – December 2010<br />
  12. 12. Facebook & Especially Twitter Users Recommend More, in All Categories<br />(% of respondents who give advice in each category)<br />Source: Keller Fay’s TalkTrack®, January – December 2010<br />
  13. 13. Facebook & Twitter Users Talk About More Brands<br />(Average number of weekly brand mentions)<br />Source: Keller Fay’s TalkTrack®, January – December 2010<br />
  14. 14. “Traditional” Media Also Offer “Social Value”<br />
  15. 15. Where WOM Happens <br />What percent of WOM happens on social media, blogs, chatrooms?<br />Base: Brand conversations across all categories (n=194,528)<br />Source: TalkTrack®, January – December 2010<br />
  16. 16. Base: Brand conversations across all categories (n=165,352)<br />Source: TalkTrack®, January – December 2010<br />Multiple Touchpoints Contribute to WOM<br />(Top 10 touch points shown; % of word of mouth conversations driven by media/marketing)<br />
  17. 17. How Do Traditional Media Stack Up?<br />TalkTrack® identifies over 100 media audiences<br />Print<br />Internet<br />TV Channels<br />We can evaluate each audience against total public in terms of various forms of “social value”<br />How much do they talk about brands?<br />How large are their social networks?<br />How many are “influencers”?<br />Some of the answers will surprise you!<br />
  18. 18. These Audiences Have the Largest Social Networks<br />(Average number of people –friends, relatives, acquaintances—communicate with “fairly often”; top 10 media audiences of 113 shown)<br />Source: Keller Fay’s TalkTrack®, January – December 2010<br />
  19. 19. These Audiences Are the Most Engaged in Making Recommendations<br />(% of respondents who give advice regularly, indexed to total public; top 10 of 113 media audiences)<br />Source: Keller Fay’s TalkTrack®, January – December 2010<br />
  20. 20. These Audiences Have the Most Weekly Brand Mentions<br />(Average number of brand mentions per week, top 10 of 113 media audiences shown)<br />Source: Keller Fay’s TalkTrack®, January – December 2010<br />
  21. 21. These Audiences Have the Most Influencers<br />(% of Conversation Catalysts™ in audience, indexed to total public; top 10 of 113 media audiences shown)<br />Source: Keller Fay’s TalkTrack®, January – December 2010<br />
  22. 22. These Audiences Have the Most Category-Specific Influencers<br />(% of Category Catalysts in audience, indexed to total public; top 10 of 113 media audiences shown)<br />Source: Keller Fay’s TalkTrack®, January – December 2010<br />
  23. 23. Constructing Meaningful Experiences & Generating Conversation – SMG Coke Case Study<br />
  24. 24. Implications<br />Consumer decision making is fundamentally “social”<br />Consumers value most the advice they get from other people, and are highly engaged in seeking recommendations<br />It is part of what makes us human, and it’s always been an important part of how mass communications work<br />All media are social<br />A wide variety of media are able to reach “social” consumers<br />Look for audiences with lots of social relationships—offline as well as online<br />Audiences containing more “influencers” have the most social value<br />By all means, use “social media” but integrate these efforts into broader strategies for media, marketing, and advertising<br />
  25. 25. Thank You!<br />Brad Fay bfay@kellerfay.com<br />Facebook.com/kellerfay<br />Twitter.com/kellerfay<br />Lauren Hadleylauren.hadley@starcomworldwide.com<br />

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