Unleashing the Power of Word of Mouth:  Where DTC Meets C2C  Prevention’s  DTC Luncheon June 10, 2008 © 2008 Keller Fay Gr...
There Is  a Lot  of WOM Today Source: TalkTrack®, June 5th, 2006 through February 25th, 2007 There are 3.4 billion word of...
Marketing Success in a WOM Era  Key Questions  <ul><li>What’s your story?  </li></ul><ul><li>… why should consumers talk a...
TalkTrack®: Monitoring All WOM <ul><li>Ongoing study of consumers’ word-of-mouth conversations of the past day </li></ul><...
America’s Health Conversations: 6 Insights for WOM Success   © 2008 Keller Fay Group LLC Not to be quoted or distributed w...
1.  Half of Americans Talk About  Health on a Typical Day Base : 33,464 respondents * Average daily conversations among th...
2.  Rx Word of Mouth:  Primarily Takes Place Face-to-Face 74%  of prescription drug WOM takes place in-person Less than 10...
3.  Rx WOM Has High Credibility (% highly likely to agree/take action, 9/10 on 0-10 scale) Base : Brand conversations wher...
4.  “Pros” Important, But Family Most Prominent Rx WOM Advice Givers Base: Brand mentions where someone else provided advi...
5. Quality/Efficacy: Leading Subject (How consumers describe prescription drug conversations) Since multiple themes can co...
6.  When it Comes to Conversation, Not All Consumers are Created Equal
Influencers Recommend Far  More Than Others (% of influencers saying they regularly offer advice, insight to others) +33 +...
Taking the Next Step <ul><li>High levels of WOM about health care and Rx drugs </li></ul><ul><ul><li>DTC marketers have a ...
Thank you! © 2008 Keller Fay Group LLC Not to be quoted or distributed without written permission [email_address]
Ed Keller, CEO <ul><li>President of Word of Mouth Marketing Association (WOMMA) </li></ul><ul><li>Has been called “the god...
Keller Fay Group <ul><li>Keller Fay Group </li></ul><ul><li>65 Church Street </li></ul><ul><li>3 rd  Floor </li></ul><ul><...
Bringing best-in-class tools to word of mouth strategy and measurement The Keller Fay Group
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Unleashing the Power of Word of Mouth: Where DTC Meets C2C

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Transcript of "Unleashing the Power of Word of Mouth: Where DTC Meets C2C"

  1. 1. Unleashing the Power of Word of Mouth: Where DTC Meets C2C Prevention’s DTC Luncheon June 10, 2008 © 2008 Keller Fay Group LLC Not to be quoted or distributed without written permission Embargoed for Release Until June 10, 2008
  2. 2. There Is a Lot of WOM Today Source: TalkTrack®, June 5th, 2006 through February 25th, 2007 There are 3.4 billion word of mouth conversations each day in America 200+ million conversations daily regarding health and healthcare
  3. 3. Marketing Success in a WOM Era Key Questions <ul><li>What’s your story? </li></ul><ul><li>… why should consumers talk about your product? </li></ul><ul><li>2. Who will tell it? </li></ul><ul><li>… who are your influencers? </li></ul><ul><li>3. How can you facilitate the conversation? </li></ul><ul><li>… what tools can you create? </li></ul><ul><li>4. What’s the impact? </li></ul><ul><li>… does WOM lead to positive outcomes for my brand? </li></ul>
  4. 4. TalkTrack®: Monitoring All WOM <ul><li>Ongoing study of consumers’ word-of-mouth conversations of the past day </li></ul><ul><li>All modes of word of mouth </li></ul><ul><ul><li>Face-to-face, phone, online </li></ul></ul><ul><li>Continuous online data collection </li></ul><ul><ul><li>36,000 interviews per year </li></ul></ul><ul><ul><ul><li>Nationally representative sample of consumers 13- 69 </li></ul></ul></ul><ul><ul><li>350,000 brand conversations studied per year </li></ul></ul><ul><li>Broad category coverage </li></ul><ul><ul><li>Including health and healthcare </li></ul></ul>
  5. 5. America’s Health Conversations: 6 Insights for WOM Success © 2008 Keller Fay Group LLC Not to be quoted or distributed without written permission
  6. 6. 1. Half of Americans Talk About Health on a Typical Day Base : 33,464 respondents * Average daily conversations among those who have discussions about each category. Source: TalkTrack®, June 2006 through July 2007
  7. 7. 2. Rx Word of Mouth: Primarily Takes Place Face-to-Face 74% of prescription drug WOM takes place in-person Less than 10% takes place online Base : Conversations (Prescription Drugs, n=300; All Categories, n=261,919) Source: TalkTrack®, June 2006 through July 2007
  8. 8. 3. Rx WOM Has High Credibility (% highly likely to agree/take action, 9/10 on 0-10 scale) Base : Brand conversations where someone else provided advice (Prescription Drugs, n=140; Health & Healthcare, n=3,619; All Categories, n=111,571) Source: TalkTrack®, June 2006 through July 2007 A major reason for marketers to enter conversation
  9. 9. 4. “Pros” Important, But Family Most Prominent Rx WOM Advice Givers Base: Brand mentions where someone else provided advice (Prescription Drugs, n=141; Health & Healthcare, n=3,650; All Categories, n=112,512) Source: TalkTrack®, June 2006 through July 2007
  10. 10. 5. Quality/Efficacy: Leading Subject (How consumers describe prescription drug conversations) Since multiple themes can come up in one conversation, items add up to more than 100% Base : Verbatim descriptions of conversations (Prescription Drugs, n=127) Source: TalkTrack®, November 2006 through July 2007 Focus on the solution: Consumers are 2x as likely to talk about solution as about side effects and problems
  11. 11. 6. When it Comes to Conversation, Not All Consumers are Created Equal
  12. 12. Influencers Recommend Far More Than Others (% of influencers saying they regularly offer advice, insight to others) +33 +30 +30 +30 +27 +28 +21 +22 +23 +24 +23 +21 Point Difference from Total Public Top 12 of 16 Categories Source: “Inside the Conversations of the Conversation Catalysts,” a Special Report by the Keller Fay Group, sponsored by Manning Selvage & Lee, November 2006 Health & Healthcare + 28 93% more likely to give advice
  13. 13. Taking the Next Step <ul><li>High levels of WOM about health care and Rx drugs </li></ul><ul><ul><li>DTC marketers have a terrific opportunity to join the conversation </li></ul></ul><ul><li>What’s your story? </li></ul><ul><ul><li>Be solutions-oriented: WOM is about solutions </li></ul></ul><ul><ul><li>Encourage actions: WOM often leads to pass-along, information-seeking, product trial </li></ul></ul><ul><li>How can you facilitate and join the conversation? </li></ul><ul><ul><li>Consider both online and offline opportunities </li></ul></ul><ul><ul><li>Know who to talk with </li></ul></ul><ul><ul><ul><li>Some consumers are disproportionately likely to spread the word </li></ul></ul></ul><ul><ul><li>Before you talk, listen </li></ul></ul>
  14. 14. Thank you! © 2008 Keller Fay Group LLC Not to be quoted or distributed without written permission [email_address]
  15. 15. Ed Keller, CEO <ul><li>President of Word of Mouth Marketing Association (WOMMA) </li></ul><ul><li>Has been called “the godfather of word of mouth marketing research” </li></ul><ul><li>Former CEO of RoperASW, a top 20 market research firm </li></ul><ul><li>Co-author of business bestseller The Influentials , a 2004 Berry-AMA Award finalist for most important marketing book of the year </li></ul><ul><li>Two decades working with Influentials™ segment </li></ul><ul><li>25-year veteran of market research industry; board member Advertising Research Foundation (ARF); 2005-06 President of the Market Research Council </li></ul><ul><li>Visiting Lecturer at University of Pennsylvania’s Annenberg School of Communication, Spring 2006 </li></ul>
  16. 16. Keller Fay Group <ul><li>Keller Fay Group </li></ul><ul><li>65 Church Street </li></ul><ul><li>3 rd Floor </li></ul><ul><li>New Brunswick, NJ 08901 </li></ul><ul><li>732.846.6800 (Tel) </li></ul><ul><li>732.846.6900 (Fax) </li></ul><ul><li>Ed Keller, CEO, ekeller@kellerfay.com </li></ul><ul><li>Brad Fay, COO, bfay@kellerfay.com </li></ul>
  17. 17. Bringing best-in-class tools to word of mouth strategy and measurement The Keller Fay Group

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