All Media are Social - WOMMA UK/IPA
 

All Media are Social - WOMMA UK/IPA

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All Media are Social - WOMMA UK/IPA All Media are Social - WOMMA UK/IPA Presentation Transcript

  • All Media Are Social
    Presentation to WOMMA UK & IPA
    By Brad Fay
    London
    March 4, 2011
    © 2011 Keller Fay Group LLC
    @kellerfay
    Not to be quoted or distributed without written permission
  • Who We Are
    Research-based marketing consultancy
    Exclusive focus on word of mouth
    Who, what, how and why of WOM
    Only firm to measure all WOM
    Independent advice on how marketers & agencies can capitalize
    RESEARCH EXCELLENCE AWARD WINNER
    ARF INNOVATION GRAND AWARD WINNER
    2
  • The Power of Word of Mouth
    “The rewards of pursuing excellence in word-of-mouth are huge, and it can deliver a significant competitive edge few other marketing approaches can match”
    “It’s the most disruptive factor in marketing”
    “Marketing-induced consumer-to-consumer word of mouth generates more than twice the sales of paid advertising”
    McKinsey Quarterly, April, 2010
    3
  • Social Media Are Exploding
    4
  • Word of Mouth Is More than Social Media
    5
    Word of Mouth:
    The act of consumers providing information to other consumers.
    Word of Mouth Marketing:
    Giving people a reason to talk about your products and services, and making it easier for that conversation to take place. It is the art and science of building active, mutually beneficial consumer-to-consumer and consumer-to-marketer communications.
    For examples of award winning WOM campaigns, go to
    http://www.womma.org/WOMMY/
  • What percent of WOM happens on social media, blogs, chat rooms?
    But is All the Action Really in Social Media?
    US = 7%
    Britain = 7%
    Australia = 7%
    US = 91%
    Britain = 92%
    Australia = 91%
    Source: TalkTrack®: US, July 2009 – June 2010; Australia, April 2010, Britain, May 2010
    6
  • Regardless of Category or Market, Face-to-Face Conversations Dominate
    7
    Mode of Conversation
    Financial Services
    Technology
    Beverages
    Beauty & Personal Care
    All WOM
    US
    US
    US
    US
    US
    Britain
    Britain
    Britain
    Britain
    Britain
    Australia
    Australia
    Australia
    Australia
    Australia
    Base: Conversations (US/Britain/Australia Shown: All WOM, n=196,216/16,682/17,653; Beauty, n=9,113/649/634; Beverages, n=16,872/1,630/1,390; Tech, n=15,017/1,203/1,368; Finance, n=10,626/1,063/1,003)
    Note: Percentages will not add to 100 because “other” not shown.
    Source: Keller Fay Group’s TalkTrack® US, Britain, and Australia
  • Keller Fay’s TalkTrack® Methodology
    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
    8
  • TalkTrack®:A Unique Approach to Measuring WOM
    9
    All Forms of WOM
    U.S. since 2006
    • 36,000
    Interviews per year
    • 350,000+
    Brand conversations
    International
    • UK - 2010
    • Australia - 2010
    All People
    All Points of View
    All Categories
    All Dimensions
    Media Audiences
    All Brands
  • Britain’s WOM Conversation:
    5 Key Insights Into Word of Mouth Behaviour
    © 2011 Keller Fay Group LLC
    @kellerfay
    Not to be quoted or distributed without written permission
  • Average Number of Weekly Branded Conversations Per Person
    Britons Like to Talk
    In the U.S., the total public engages in 65 weekly branded conversations, on average.
    Total Public
    Men
    Women
    Base: Respondents (Total Public, n=2,578; Men, n=1,284; Women, n=1,294)
    Source: TalkTrack® Britain (May 14th – 31st 2010)
  • % of people having conversations by category in past day
    They Talk About Many Categories
    Compared to U.S. consumers, British consumers more conversations in most categories, especially Travel (+24 points), Shopping/Retail (+12), Financial Services (+10), & Technology (+10).
    Base: Respondents (Total Public, n=2,578)
    Source: TalkTrack® Britain (May 14th – 31st 2010)
    12
  • Which Brands Get the Most WOM?
    13
    1.
    8.
    6.
    Two of the top 10 brands in Great Britain are also top 10 U.S. brands: Coca-Cola, #1 and Apple, #7.
    7.
    3.
    4.
    9.
    2.
    5.
    10.
    Base: Brand Mentions (n=26,499)
    Source: TalkTrack® Great Britain (May 14th – 31st, 2010)
  • 62%of brand references in word of
    mouth conversations are “mostly positive”
    … Seven times the rate of “mostly negative” references (9%)
    Implication: Don’t be afraid to engage
    in the conversation!
    Word of Mouth Is Mostly Positive
    Source: TalkTrack®, Britain (May 14th – 31st, 2010)
    14
  • More Consistency in Quality of WOM Across Country than Across Category
    15
    Mixed
    Mostly Negative
    Mostly Positive
    US
    All WOM
    Britain
    Australia
    US
    Beauty & Personal Care
    Britain
    Australia
    US
    Britain
    Beverages
    Australia
    US
    Britain
    Technology
    Australia
    US
    Financial Services
    Britain
    Australia
    Base: Brand Mentions (US/Britain/Australia Shown: All WOM, n=171,152/13,414/14,939; Beauty, n=7,401/574/441; Beverages, n=17,967/1,439/1,247; Tech, n=13,624/1,077/1,125; Finance, n=8,359/917/904)
    Source: Keller Fay Group’s TalkTrack® US, Britain, and Australia
  • Media Play a Big Role in Driving WOM
    16
    Half of consumer brand conversations
    refer to marketing or media
    …led by: Internet (15%)
    television (13%)
    newspapers (5%)
    magazines (4%)
    direct mail/email (4%)
    Marketing and media are tools for
    encouraging WOM!
  • In All Countries, WOM Tends to be Driven by TV, Point of Sale (POS), & Internet Touch Points
    (Comparing Countries)
    Media and Marketing References Cited in WOM
    (% of WOM conversations citing media or marketing; top 3 references highlighted)
    Base: Brand Mentions (US/Britain/Australia Shown: All WOM, n=170,380/13,414/14,939; Beauty, n=7,361/574/441; Beverages, n=17,822/1,439/1,247)
    *Up to two media/marketing references can be selected so figures will not add to this total row.
    Source: Keller Fay Group’s TalkTrack®, November 2009 – October 2010
    17
  • % of WOM With or Without a Media/Marketing Reference Containing a Recommendation to “Buy/Try” a Brand or Product
    Active Advocacy More Likely in Conversations That Reference a Brand’s Media/Marketing
    This is similar to what is seen among U.S. consumers, with brand conversations that reference some form of media or marketing being more likely to contain a positive recommendation (44%) compared to those that do not contain a reference (39%).
    Base: Brand mentions where someone else provided advice (Media/Marketing Cited in WOM, n=4,008; No Media/Marketing Cited in WOM, n=4,638)
    Source: TalkTrack® Great Britain (May 14th – 31st 2010)
    18
  • How Impactful Is WOM?(% rating WOM highly credible/highly likely to inspire action, “9” or “10” on 0-10 scale)
    While WOM credibility is similar to what is seen in the U.S., behaviors based on WOM are considerably lower.
    Base: Brand mentions where someone else provided advice (n=8,646)
    Source: TalkTrack® Great Britain (May 14th – 31st 2010)
    19
  • 8% of population, influencers engage in 2x as much WOM as others
    Influencer WOM is 3.8x as valuable
    Influencers are “everyday people”but are distinguished by:
    Larger than average social networks
    Keep with what’s new
    Are sought out for their advice
    When it Comes to Conversation, Not All Consumers are Created Equal
    20
  • Influencers Talk About Twice as Many Brands Per Week
    Number of weekly brand mentions per person
    +104%
    Total Public
    Conversation Catalysts
    Base: Respondents (Total Public, n=2,578; Conversation Catalysts™, n=213)
    Source: TalkTrack® Britain (May 14th – 31st 2010)
    21
  • % of Category Conversation Catalysts™ among the total public
    British Consumers are Catalysts in a Number of Product Categories
    Base: Respondents (Total Public, n=2,578)
    Source: TalkTrack® Britain (May 14th – 31st 2010)
    22
  • Time Spent Consuming Media in an Average Day
    23
  • Receptiveness to Advertising Compared to All Adults
    24
  • Correspondence Map of Category Catalysts (Red) v. Media Usage/General Activities (Green)
    25
  • Targeting Media to Deliver Category Catalysts
    26
  • Does WOM Displace Advertising?
    • This is the 2005 perspective.
    27
  • The End of Advertising?
    “As 30-Second Spot Fades, What Advertisers Will Do Next”
    WSJ, 2006
    “In Memorium: The 30 Second TV Spot?”
    Blog post, 2007
    • “The death of the 30-second TV commercial: Devices like the new Apple TV box and digital video recorders from TiVo, Motorola and Cisco could help bring an end to the traditional TV ad.”
    - CNN/Money, 2007
    28
  • Word
    Of
    Mouth
    Advertising
    What We Know Now
    29
  • Keller Fay Finds About One-Fifth of WOM Directly Stimulated by Ads
    Chart reflects percentage of conversations about brands where participants say somebody directly referred to advertising as a source of brand information in the conversations
    Not included are conversations influenced by advertising that was unmentioned by any conversation participant
    Base: Brand Conversations Influenced by Advertising, n=32,496
    Source: TalkTrack®, October 2007 through September 2008
    30
    30
  • Multiple Touchpoints Contribute to WOM
    (Top 10 touch-points shown; % of word-of-mouth driven by media/marketing)
    Base: Brand conversations across all categories (n=165,352)
    Source: TalkTrack®, January – December 2010
    31
  • The “two-step flow” (1955)
    “Media have only ‘limited effects’ in the process of mass persuasion”
    “ ‘Selectivity’ in exposure and perception used by individuals to ‘protect’ pre-existing cognitive structures”
    “A campaign of persuasion is more likely to reinforce than convert”
    “Messages are filtered through social networks and vetted in the light of group norms”
    “Where you find an opinion leader, you are bound to find a conversation”
    “Try to identify the points at which media enter the conversation”
    Re-thinking How Mass Communication Works
    32
  • All media are “social”
    Implication
    33
    And so are we….
  • 34
    The Power of People
    Enabled by Technology
  • Keller Fay Group
    Keller Fay Group
    65 Church Street, 3rdFloor
    New Brunswick, NJ 08901
    +1-732.846.6800 (Tel)
    +1-732.846.6900 (Fax)
    www.facebook.com/Kellerfay
    Twitter: @kellerfay
    Brad Fay bfay@kellerfay.com
    Andrew Smith asmith@kellerfay.com
    35
  • The Keller Fay Group
    Bringing best-in-class tools to word of mouth strategy and measurement
    © 2011 Keller Fay Group LLC
    Not to be quoted or distributed without written permission