Your SlideShare is downloading. ×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Facebook & Keller Fay: Where Social TV Meets Word-of-Mouth, ARF RE:THINK 2014

325
views

Published on

The Top 10 Fall TV shows of 2013 were assessed by two measures: online social chatter as measured on Facebook, and offline word of mouth about television as measured by Keller Fay’s TalkTrack®. A 0.73 …

The Top 10 Fall TV shows of 2013 were assessed by two measures: online social chatter as measured on Facebook, and offline word of mouth about television as measured by Keller Fay’s TalkTrack®. A 0.73 correlation was found between the two methods, with instructive differences based upon demographics, genre, and high-interest episodes. Responses to specific popular programs such as Dancing with the Stars, Glee, The Big Bang Theory, and Scandal were analyzed.

Published in: Social Media, Business, Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
325
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. @The_ARF #ARFRETHINK14 Total TV Chatter: Social TV Meets Word-of-Mouth Brad Fay COO Keller Fay Group Eurry Kim Researcher Facebook Patrick Kemp Marketing Effectiveness Researcher Facebook Matt Phillips Account Director Keller Fay Group
  • 2. Facebook & Keller Fay Where Social Chatter Meets Word of Mouth
  • 3. True Detective
  • 4. Measuring Social TV on Facebook
  • 5. Public information about TV shows is leveraged to classify content on Facebook
  • 6. People can declare on Facebook that they are watching a TV show
  • 7. People make ample use of #s to amplify and classify their own content
  • 8. Measuring Social TV Offline
  • 9. Keller Fay Group’s method of measuring all WOM • Keller Fay Group’s TalkTrack®, a continuous, national syndicated survey measuring word of mouth in all forms – face-to-face, phone, and online. • Involves 36,000 consumers annually, yielding approximately 360,000 mentions of brands spread evenly through the year. • Respondents representative of US population aged 13 to 69; they use diary to track brand conversations, then complete online survey to gather information about conversations. Face-to-Face 76% Phone 13% Online 9% Other 2% Mode of Conversations Across All Categories
  • 10. Over half of Americans talk about media/entertainment at least once per day 57% 51% 45% 40% 39% 38% 33% 32% 31% 26% 25% 25% 24% 19% 14% Food/Dining Media/Entertainment Beverages Sports/Recreation/Hobbies Technology Retail/Apparel Health/Healthcare Telecommunications Automotive The Home Personal Care/Beauty Financial Household Products Travel Services Children % of People Having at Least 1 Daily Conversation in Category © 2014 Keller Fay Group, Source: TalkTrack® 2013 TV 54% Movies 23% Online Media 9% Other 15%
  • 11. TV show WOM peaked at beginning of 2013 fall TV season 0% 1% 2% 3% 4% 5% % of All Brand Mentions (Rolling 4 Week Avg.) TV Shows TV Networks Mid-season premieres/ finales of The Walking Dead, Duck Dynasty, The Bachelor and The Bible Period of Analysis © 2014 Keller Fay Group, Source: TalkTrack® 2012 - 2013 2012 Fall premieres 2013 Fall premieres
  • 12. Top 10 Shows Source: Keller Fay TalkShare, Facebook 2013
  • 13. Rank correlation of shows as measured by Keller Fay and Facebook
  • 14. The Reality of Social TV Chatter Of those who engage in Social TV chatter, most talk about reality TV Source: Keller Fay TalkShare, Facebook 2013
  • 15. Women engage in more social TV chatter Consistent across Facebook and offline Source: Keller Fay TalkShare, Facebook 2013
  • 16. Online Social TV Chatter is Younger Word of mouth conversations capture older demographics Source: Keller Fay TalkShare, Facebook 2013
  • 17. Glee Source: Keller Fay TalkShare, Facebook 2013
  • 18. Glee Source: Keller Fay TalkShare, Facebook 2013
  • 19. Glee Facebook Chatter
  • 20. Dancing with the Stars Source: Keller Fay TalkShare, Facebook 2013
  • 21. Dancing with the Stars Source: Keller Fay TalkShare, Facebook 2013
  • 22. The Big Bang Theory Source: Keller Fay TalkShare, Facebook 2013
  • 23. The Big Bang Theory Source: Keller Fay TalkShare, Facebook 2013
  • 24. Scandal Source: Keller Fay TalkShare, Facebook 2013
  • 25. Scandal Source: Keller Fay TalkShare, Facebook 2013
  • 26. Scandal Facebook Chatter
  • 27. Key Points • TV is highly social, online and offline • Online and offline show similarities • Differences are instructive • Demographics • Genre • High-interest episodes • Value in integrating online/offline insights
  • 28. Continue the conversation… > @kellerfay > @eurryPlot > @The_ARF > #ARFRETHINK14 > Talk to us face-to-face
  • 29. @The_ARF #ARFRETHINK14