Amplifying TravelWord Of Mouth<br />Brad Fay, Keller Fay<br />Graeme Hutton, UM<br />November 2010<br />
In The Beginning<br />UM has developed a number of successful WOM strategies and models in consumer high interest areas su...
WOM & The Travel Market- A Global Perspective<br />
U.S. Consumers Less Apt than Australian & British <br />to Be Engaged in the Travel Category (% of adults who said they “f...
TalkTrack® U.S.<br />Far Fewer Americans Follow “What’s New” in Travel(% of respondents 18+ who follow each category close...
Americans Are Less Likely to Be Travel Influencers (% of respondents 18+ qualifying as Category Conversation Catalysts™)<b...
American Adults Talk Only Half as Often <br />About Travel Brands (Average # of weekly brand mentions, among adults)<br />...
U.S. Travel WOM More on Phone & Online(How & where travel services conversation was conducted, among adults)<br /><ul><li>...
Mixed<br />Negative<br />Positive<br />Worth the Effort: US Travel WOM Very Positive(Polarity of travel word of mouth, amo...
US. Travel WOM Highly Credible & Leads to Action(% adults rating travel WOM highly credible/highly likely to inspire actio...
Internet & Advertising Provide Content to Travel Conversations(% of travel WOM conversations citing marketing or media)<br...
It is True!<br />Talk about Vegas Really Does Stay IN Vegas!(% of adults talking about “Las Vegas,” indexed to total adult...
Developing A WOM Strategy For Travel<br />
Travel in Perspective:WOMOpportunity Grid<br />14<br />High Mentions/<br />Low Influencers<br />High Mentions/<br />High I...
WOM Opportunity Grid<br />15<br />Source: UM Analyses of Keller Fay Data<br />
WOM Opportunity Grid81% Fit Between WOM Conversations & Influencers<br />16<br />Change MAP<br />Source: UM Analyses of Ke...
WOM Opportunity GridImplied Consumer WOM Strategies<br />Invite Activation & Participation<br />Go Beyond The Expected!<br...
WOM Opportunity GridImplied Influencer WOM Strategies<br />18<br />Identify<br />& Nurture<br />Influencers<br />Celebrate...
19<br />Be Unexpected.<br />Celebrate<br />& Activate<br />Influencers<br />WOM Opportunity GridSummary Consumer & Influen...
Igniting A Travel <br />WOM Strategy<br />
Identifying & Developing Travel Influencers<br />Consider competition and promotion to foster travel influencers:<br />Top...
Providing The Consumer TriggerProvide Reminders & Reasons to Talk<br />	“Last summer my wife and I spent a couple of weeks...
Create Strategic Surprise<br />“By mastering the art of strategic surprise, brands are… forcing us to think; refreshing ou...
Be Unexpected<br />24<br />
25<br />
A UM WOM Modeling Insight<br />To achieve scale and speed, <br />brand WOM characteristically needs<br />Digital, Social, ...
Construction of the TransAtlantic Tunnel: Paris to New York By Train In 8 hours<br />27<br />
Web Page: Paris to New York By Train – Be Among The Pioneers!<br />28<br />
Paris Subway Billboard – Paris to New York By Train In 8 hours<br />29<br />
French travel agent, Voyages-SNCF, wanted to be seen as more than just a train booking agent<br />5 days after the TransAt...
  74,000 emails sent inc the website link
4,000 emails were sent to Transatlantys.com, many of which included résumés
Debated on national French TV</li></ul>Record 87,000 reservations via site, sales up more than +50%<br />By year end, 2 mi...
Proving Success<br />Media’sContribution to WOM<br />
Airlines Dominate Travel WOM (Top 10 brands with most mentions, by country)<br /><ul><li>Travel websites also make the lis...
Delta’s Reported Media Spend<br />Delta’s  annualized media spend circa $20 million (2 years ending July 2010) <br />Sourc...
Delta Airlines WOM Model<br />Outline Model<br />Actual Brand Conversations (Millions)<br />WOM Model Fit<br />r2 	= 86%<b...
Delta Airlines WOM ModelCore Drivers<br />Actual Brand Conversations (Millions)<br />WOM Model Fit<br />r2 	= 86%<br />Adj...
Source Of Potential WOM<br />Media’s contribution to WOM is relatively low.  <br />Ranges in other categories between 10%-...
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WOMMA 2010 - Amplifying Travel Word of Mouth

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Presentation by Brad Fay, Keller Fay, and Graeme Hutton, Universal McCann at the 2010 WOMMA Summit.

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WOMMA 2010 - Amplifying Travel Word of Mouth

  1. 1. Amplifying TravelWord Of Mouth<br />Brad Fay, Keller Fay<br />Graeme Hutton, UM<br />November 2010<br />
  2. 2. In The Beginning<br />UM has developed a number of successful WOM strategies and models in consumer high interest areas such as technology, electronics and auto<br />Question<br />How far can we apply these findings in sectors where word of mouth should be higher? <br />Travel is exemplary of this issue. Paradoxically, a high interest category but low WOM levels…<br />2<br />
  3. 3. WOM & The Travel Market- A Global Perspective<br />
  4. 4. U.S. Consumers Less Apt than Australian & British <br />to Be Engaged in the Travel Category (% of adults who said they “follow closely” & “regularly give advice” in the travel category)<br /><ul><li>Australian adults are the most engaged in terms of following new developments in the travel category, and adults in both Australia & Great Britain are more likely to give advice on the subject.</li></ul>Base: Respondents, All 18+ (TalkTrack® U.S., n=32,070; TalkTrack® Britain, n=2,472; TalkTrack® Australia, n=2,655)<br />Source: TalkTrack® U.S. (Sept. 2009 – Aug. 2010), TalkTrack® Australia (April 7th – May 10th 2010), TalkTrack® Britain (May 14th – 31st 2010)<br />4<br />
  5. 5. TalkTrack® U.S.<br />Far Fewer Americans Follow “What’s New” in Travel(% of respondents 18+ who follow each category closely)<br />% diff from…<br />TT GB<br />TT AU<br />Base: Respondents, All 18+ (TalkTrack® U.S., n=32,070; TalkTrack® Britain, n=2,472; TalkTrack® Australia, n=2,655)<br />Source: TalkTrack® U.S. (Sept. 2009 – Aug. 2010), TalkTrack® Australia (April 7th – May 10th 2010), TalkTrack® Britain (May 14th – 31st 2010)<br />5<br />
  6. 6. Americans Are Less Likely to Be Travel Influencers (% of respondents 18+ qualifying as Category Conversation Catalysts™)<br />Category Conversation Catalysts™ are consumers who have a large social network and report that they regularly give advice in and follow a specific category.<br />Base: Respondents, All 18+ (TalkTrack® U.S., n=32,070; TalkTrack® Britain, n=2,472; TalkTrack® Australia, n=2,655)<br />Source: TalkTrack® U.S. (Sept. 2009 – Aug. 2010), TalkTrack® Australia (April 7th – May 10th 2010), TalkTrack® Britain (May 14th – 31st 2010)<br />
  7. 7. American Adults Talk Only Half as Often <br />About Travel Brands (Average # of weekly brand mentions, among adults)<br /><ul><li>While adults in each country make the same number of weekly brand mentions across all categories (60.4 in the U.S., vs. 67.1 in Australia & 64.6 in the U.K., on average), Australian & British adults report nearly twice as many travel brand mentions per week.</li></ul>Average # of Weekly Brand Mentions<br />Base: Respondents, All 18+ (TalkTrack® U.S., n=31,601; TalkTrack® Britain, n=2,457; TalkTrack® Australia, n=2,668)<br />Source: TalkTrack® U.S. (Sept. 2009 – Aug. 2010), TalkTrack® Australia (April 7th – May 10th 2010), TalkTrack® Britain (May 14th – 31st 2010)<br />7<br />
  8. 8. U.S. Travel WOM More on Phone & Online(How & where travel services conversation was conducted, among adults)<br /><ul><li>Adults in the U.S. are far more likely than their Australian & British counterparts to talk about travel on the phone or online. </li></ul>How Travel Services WOM Takes Place <br />TalkTrack® U.S.<br />TalkTrack® Britain<br />TalkTrack® Australia<br />Base: Travel services conversations, Among adults (TalkTrack® U.S., n=6,812; TalkTrack® Britain, n=1,116; TalkTrack® Australia, n=1,124)<br />Note: Online WOM includes email, instant/text message, online chatroom, and blog.<br />Source: TalkTrack® U.S. (Sept. 2009 – Aug. 2010), TalkTrack® Australia (April 7th – May 10th 2010), TalkTrack® Britain (May 14th – 31st 2010)<br />8<br />
  9. 9. Mixed<br />Negative<br />Positive<br />Worth the Effort: US Travel WOM Very Positive(Polarity of travel word of mouth, among adults)<br />Net Advocacy<br />(positive less mixed and negative talk)<br />TalkTrack® U.S.<br />47<br />33<br />TalkTrack® Britain<br />31<br />TalkTrack® Australia<br />Base: Travel Services Brand Mentions, Among adults (TalkTrack® U.S., n=6,181; TalkTrack® Britain, n=967; TalkTrack® Australia, n=999;)<br />Note: Neutral not shown.<br />Source: TalkTrack® U.S. (Sept. 2009 – Aug. 2010), TalkTrack® Australia (April 7th – May 10th 2010), TalkTrack® Britain (May 14th – 31st 2010)<br />9<br />
  10. 10. US. Travel WOM Highly Credible & Leads to Action(% adults rating travel WOM highly credible/highly likely to inspire action, “9” or “10” on 0-10 scale)<br /><ul><li>Travel WOM among adults in Australia & Britain trailed far behind travel WOM among American adults on each metric examined here.</li></ul>Base: Travel Services brand mentions where someone else provided advice, Among adults (TalkTrack® U.S., n=3,734; TalkTrack® Britain, n=582; TalkTrack® Australia, n=599)<br />Source: TalkTrack® U.S. (Sept. 2009 – Aug. 2010), TalkTrack® Australia (April 7th – May 10th 2010), TalkTrack® Britain (May 14th – 31st 2010)<br />10<br />
  11. 11. Internet & Advertising Provide Content to Travel Conversations(% of travel WOM conversations citing marketing or media)<br /><ul><li>The Internet plays a key role in driving travel WOM overall as well as for travel giant Delta Airlines. Direct mail/e-marketing is also important in generating talk for the category.</li></ul>Base: Brand Mentions, Among adults (All Categories, n=145,088; Travel Services, n=6,163; Delta Airlines, n=356)<br />Note: Neutral not shown.<br />Source: TalkTrack® U.S. (Sept. 2009 – Aug. 2010)<br />11<br />
  12. 12. It is True!<br />Talk about Vegas Really Does Stay IN Vegas!(% of adults talking about “Las Vegas,” indexed to total adults)<br /><ul><li>Much like the city’s oft-quoted catch-phrase, WOM about the vacation destination is much higher among those who live in the Las Vegas DMA compared to the other regions of the country.</li></ul>% of adults talking about “Las Vegas” – indexed to all adults<br />Total Adults<br />Las Vegas DMA<br />West<br />Midwest<br />Northeast<br />South<br />Base: Respondents, All 18+ (Total Public, n=65,156; Las Vegas DMA, n=396; West, n=13,310; Midwest, n=15,709; <br />Northeast, n=13,279; South, n=22,858)<br />Source: TalkTrack® U.S. (Sept. 2008 – Aug. 2010)<br />12<br />12<br />
  13. 13. Developing A WOM Strategy For Travel<br />
  14. 14. Travel in Perspective:WOMOpportunity Grid<br />14<br />High Mentions/<br />Low Influencers<br />High Mentions/<br />High Influencers<br />Low Mentions/<br />High Influencers<br />Low Mentions/<br />Low Influencers<br />Source: UM Analyses of Keller Fay Data<br />
  15. 15. WOM Opportunity Grid<br />15<br />Source: UM Analyses of Keller Fay Data<br />
  16. 16. WOM Opportunity Grid81% Fit Between WOM Conversations & Influencers<br />16<br />Change MAP<br />Source: UM Analyses of Keller Fay Data<br />
  17. 17. WOM Opportunity GridImplied Consumer WOM Strategies<br />Invite Activation & Participation<br />Go Beyond The Expected!<br />17<br />
  18. 18. WOM Opportunity GridImplied Influencer WOM Strategies<br />18<br />Identify<br />& Nurture<br />Influencers<br />Celebrate<br />& Activate<br />Influencers<br />
  19. 19. 19<br />Be Unexpected.<br />Celebrate<br />& Activate<br />Influencers<br />WOM Opportunity GridSummary Consumer & Influencer WOM Strategies<br />Activate Consumers.<br />Celebrate<br />& Activate<br />Influencers<br />Be Unexpected.<br />Identify<br />& Nurture<br />Influencers<br />Activate<br />Consumers.<br />Identify<br />& Nurture<br />Influencers<br />
  20. 20. Igniting A Travel <br />WOM Strategy<br />
  21. 21. Identifying & Developing Travel Influencers<br />Consider competition and promotion to foster travel influencers:<br />Top Influencer MagazinesTop Influencer Web Sites<br />Travel + Leisure<br />Trip Advisor<br />Condé Nast Traveler<br />Hotwire<br />Arthur Frommer’s<br />Budget Travel<br />Orbitz<br />Note how these two media platforms fulfill different need states<br />Source: MRI 2010 Travel Category Influentials<br />21<br />
  22. 22. Providing The Consumer TriggerProvide Reminders & Reasons to Talk<br /> “Last summer my wife and I spent a couple of weeks in Sardinia and we loved every moment of it. When we got back, we told all our friends about this gorgeous island, but then something happened: we stopped.”<br />“A trigger can be simple. The LiveStrong bracelet triggers conversations about living with cancer. Samples from the Kiehl’s store trigger you to talk about skin care as you hand those packets to friends and family. In the case of Sardinia, a link to a video or some pictures would have acted as triggers. All we needed was a reminder.”<br /> -- Emanuel Rosen 4/21/10<br />Source: MRI 2010 Travel Category Influentials<br />22<br />
  23. 23. Create Strategic Surprise<br />“By mastering the art of strategic surprise, brands are… forcing us to think; refreshing our jaded view of the everyday world”<br />“We repay them by noticing and spreading the news… to our neighbors as well as our Facebook friends”<br />Molly Flatt, President, WOM UK<br />23<br />
  24. 24. Be Unexpected<br />24<br />
  25. 25. 25<br />
  26. 26. A UM WOM Modeling Insight<br />To achieve scale and speed, <br />brand WOM characteristically needs<br />Digital, Social, or Advertising Media<br />26<br />
  27. 27. Construction of the TransAtlantic Tunnel: Paris to New York By Train In 8 hours<br />27<br />
  28. 28. Web Page: Paris to New York By Train – Be Among The Pioneers!<br />28<br />
  29. 29. Paris Subway Billboard – Paris to New York By Train In 8 hours<br />29<br />
  30. 30. French travel agent, Voyages-SNCF, wanted to be seen as more than just a train booking agent<br />5 days after the TransAtlantys’ ad campaign broke:<br /><ul><li> 107,000 Google & Yahoo searches,
  31. 31. 74,000 emails sent inc the website link
  32. 32. 4,000 emails were sent to Transatlantys.com, many of which included résumés
  33. 33. Debated on national French TV</li></ul>Record 87,000 reservations via site, sales up more than +50%<br />By year end, 2 million unique visits to website and Transatlantys train tickets even auctioned on eBay<br />TransAtlantys Hoax<br />30<br />
  34. 34. Proving Success<br />Media’sContribution to WOM<br />
  35. 35. Airlines Dominate Travel WOM (Top 10 brands with most mentions, by country)<br /><ul><li>Travel websites also make the list in each country, while hotel brands are limited to the top U.S. & U.K brands. The second-most mentioned brand in the U.K. is travel company Thomas Cook, unique because it operates storefronts, as well as a website, where Brits can purchase holiday packages.</li></ul>Top 10 Mentioned Travel Brands <br />TalkTrack® U.S.<br />TalkTrack® Australia<br />TalkTrack® Britain<br />Base: Travel Services Mentions, Among adults (TalkTrack® U.S., n=11,290;;TalkTrack® Britain, n=1,561; TalkTrack® Australia, n=1,776)<br />Source: TalkTrack® U.S. (Sept. 2009 – Aug. 2010), TalkTrack® Australia (April 7th – May 10th 2010), TalkTrack® Britain (May 14th – 31st 2010)<br />32<br />
  36. 36. Delta’s Reported Media Spend<br />Delta’s annualized media spend circa $20 million (2 years ending July 2010) <br />Source: Kantar (media ex digital) and Nielsen (digital)<br />33<br />
  37. 37. Delta Airlines WOM Model<br />Outline Model<br />Actual Brand Conversations (Millions)<br />WOM Model Fit<br />r2 = 86%<br />Adjusted r2 = 85%<br />Source: UM Analysis of Keller Fay Talk Track, Kantar (media ex digital) and Nielsen (digital)<br />34<br />
  38. 38. Delta Airlines WOM ModelCore Drivers<br />Actual Brand Conversations (Millions)<br />WOM Model Fit<br />r2 = 86%<br />Adjusted r2 = 85%<br />Source: UM Analysis of Keller Fay Talk Track, Kantar (media ex digital) and Nielsen (digital)<br />35<br />
  39. 39. Source Of Potential WOM<br />Media’s contribution to WOM is relatively low. <br />Ranges in other categories between 10%-40% <br />Delta Ads: 7%<br />Base: 82%<br />Competitive Ads: -11%<br />36<br />
  40. 40. Source of WOM Primary Media Channels<br />Projected Brand Conversations (Millions)<br />Other media may also have affected WOM via campaign synergy etc<br />Source: UM Analysis of Keller Fay Talk Track, Kantar<br />37<br />
  41. 41. And the moral of the travel story is…<br />Foster engagement<br />Seek ways to remind people to talk about travel experiences<br />“Forward thinking:” Leverage traveler databases for content designed for sharing<br />Trigger memories with photo sharing, newsletters, reviews, etc.<br />Leverage Media for WOM<br /> Advertising really does help boost travel brand conversations. But a brand’s competitors will eat its WOM lunch, unless the brand: <br /><ul><li>Develops outstanding, compelling messaging
  42. 42. Ensures sufficient competitive weight and intensity </li></ul>Be unexpected! <br /><ul><li> Travel marketers need to provide consumers and influencers with reasons to talk. In campaign communications development, think Strategic Surprise</li></ul>38<br />
  43. 43. bfay@kellerfay.comgraeme.hutton@umww.com<br />39<br />
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