UK Face-to-Face Book Summary Slides


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Summary of data presented in The Face-to-Face Book UK Edition: Why Real Relationships Rule in a Digital Marketplace written by Ed Keller and Brad Fay.

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UK Face-to-Face Book Summary Slides

  1. 1. The Face-to-Face Book UK Version Summary Data SlidesMay be used for non-commercial purposes withattribution to The Face-to-Face Book and The Keller FayGroup Prepared by Ed Keller, CEO Brad Fay, COO Steve Thomson, UK MD © 2012 Keller Fay Group
  2. 2. About The Face-to-Face Book The Face-to-Face Book presents a unique, research-backed point of view about the value of real relationships in a time when social media has taken center stage. Companies are pouring billions into Facebook and Twitter, hoping that they have finally found the holy grail of marketing. But, the fact remains that it is the in-person conversations that still matter most. Based on six years of research by the award-winning word of mouth research firm, the Keller Fay Group, the Face-to-Face Book presents a multitude of case studies and research studies that show that: • Over 90% of conversations still take place offline, primarily face to face, with less than 8% occurring online • Human beings are fundamentally wired to be social and are highly influenced by direct, in-person conversations • Large companies, such as Apple, General Mills, Kimberly Clark and Toyota have been successful by integrating WOM into their advertising and marketing campaigns • Consumers often reference other forms of media when they are talking about a brand, making the case that advertising can be designed to spark WOM conversation Although most of the data and case studies are from the US, all of the major themes we talk about apply to the UK – word of mouth dynamics are similar in both 2
  3. 3. About the Keller Fay Group About Keller Fay The Keller Fay Group is the first full-service market research company focused exclusively on word of mouth (WOM) and brand advocacy. The firm’s founders, Ed Keller and Brad Fay are authors of The Face-to-Face Book, “a celebration of the supremely social nature of all human beings and how that drives the consumer marketplace.” The book is based on research from Keller Fay’s TalkTrack® program is the only continuous study of WOM in all channels (online and offline) designed to closely monitor and measure the marketing-relevant attributes of actual consumer conversations. TalkTrack® was launched in the U.S. in 2006 and in the United Kingdom in 2011. For further information about the Keller Fay Group, visit our website Join our Network: CONTACT: Steve Thomson,, +44 7769 3
  4. 4. Table of Contents Section I: Word of Mouth Overview Stats……….page 5 Section II: Conversation Catalysts®…………………page 11 Section III: Advertising and Word of Mouth……page 14 Section IV: The Internet and Word of Mouth….page 18 Section V: Brands and Word of Mouth………… 4
  5. 5. WOM Overview Stats WOM 5
  6. 6. WOM Conversations of UK Consumers Largely Take Place Offline, Even More Than US Consumers Mode of Conversations UK US UK US Total Offline 94% 90% Total Online 5% 8% Other OtherSocial Media 1% 2% Social Media 1% Research from Keller 2%Instant/Text Fay Group UK & US Message Instant/Text shows 94% and 90% of 2% Message WOM conversations Phone 3% are offline, while 5% Email and 8% are online, 11% Phone Face to Face 2% Face to Face Email respectively. 14% 76% 83% 3% Source: Keller Fay Group’s TalkTrack® Britain, Source: Keller Fay Group’s TalkTrack®, July 2010 – June 2011 August 2011 – March 2012 Page 18, The Face-to-Face Book, Free Press, 2012 6
  7. 7. 3.3 Billion Weekly WOM Impressions Happen Offline Weekly Volume of WOM Impressions (in Billions) According to Keller Fay Group’s Offline vs. Online TalkTrack®, there are about 3.3 billion offline and 0.2 billion online 3.3 weekly WOM impressions. It’s not so much that online is small, but rather that offline is enormous. **WOM Impressions are projected by taking the average number of daily brand mentions per respondent and multiplying it against the population 13-69 (according to UK Census).** 0.2 Online Offline Source: Keller Fay Group’s TalkTrack® Britain, August 2011 – March 2012 7
  8. 8. Conversations are More Likely to Take Place at Times When Media are Being Consumed Percentage of People Having Conversations During Each Half Hour on an Average Day The Internet and radio are the most sociable media 45% because people are most apt to be having conversations close to the time they are 32% using the Internet and listening to the radio. Total Public Total Public While Simultaneously Consuming Media Source: IPA Touchpoints3 in the UK Page 136, The Face-to-Face Book, Free Press, 8
  9. 9. 2 Out of 3 Conversations are Positive Research from Keller Fay Group’s TalkTrack® shows only 8% of WOM Polarity of Word of Mouthconversations in the US are Positive Mixed Negative negative. Net Advocacy (Positive less mixed and negative talk) TalkTrack® US -8%-15% 66% 43 TalkTrack® Britain -10%-19% 61% 32 Source US Data: Keller Fay Group’s TalkTrack®, July 2010 – June 2011 Page 191, The Face-to-Face Book, Free Press, 2012 Source UK Data: Keller Fay Group’s TalkTrack® Britain, August 2011 – March 2012 9
  10. 10. Information from Positive Conversations is More Likelyto be Shared, Which Means Negative WOM is Less Viral Percentage Rating WOM Highly Likely to Be Passed Along “9” or “10” on 0 -10 scale WOM is ultimately about making affirmative buying decisions. While it is very helpful to be steered away from a bad product or service, it’s even more 41% helpful to be steered toward 32% something good to buy. Positive WOM Negative WOM Source: Keller Fay Group’s TalkTrack® Britain, August 2011 – March 2012 10
  11. 11. Conversation Catalysts® WOM 11
  12. 12. The Size of the Real World Social Network ofConversation Catalysts® is Nearly Double the Average Average Number of People Communicate With Fairly Often Total Public Conversation Catalysts® Conversation Catalysts® are Total Network: 18 Total Network: 34 everyday consumers who stand out because they have large social networks, they regularly keep up with what’s new and emerging, and they 10 15 6 7 are sought out by friends, family, and neighbors for advice and 5 recommendations. 9 Family Acquaintances Friends Source: Keller Fay Group’s TalkTrack® Britain , August 2011 - March 2012 12
  13. 13. Conversation Catalysts® Have Twice as Many Brand Conversations vs. Total Public Average Number of Brand Conversations Per Week Whereas the average British consumer has about 81 conversations per week about brands, Conversation Catalysts® have about 2 163 times as many: 163 conversations per week. This is a group of people who, if they can beengaged and activated on a brand’s behalf, can certainly drive the conversations that drive results. 81 Total Public Conversation Catalysts® Source: Keller Fay Group’s TalkTrack® Britain, August 2011 – March 13
  14. 14. Advertising and WOM WOM 14
  15. 15. Advertising Plays a Bigger Role Than People Think (Or Say) What Consumers Say What Consumers DoConsumers say they rely on advertising to learn about products, but …But in fact, the closer they get to a decision the more theyclaim it plays a diminishing role as they approach an actual decision. talk about ads in their word of mouth conversations. 70% 50% 60% 40% 50% 30% 40% 30% 20% 20% 10% 10% 0% 0% Awareness Research Decision- Awareness Research Research Final Phase Phase Making Phase Phase Phase Decision (Broad) (Narrow) Source: Keller Fay Group for NBC Universal, March 2011 Page 81, The Face-to-Face Book, Free Press, 2012 15
  16. 16. Over Half of Brand WOM References Media or Marketing Activity Percentage of WOM Citing Media/Marketing Elements Ads are talked about mostfrequently in conversations about Any Form of Media/Marketing 54% entertainment and movies, followed by Advertising 19% beauty, telecom & the home.The right ad at the right time with PR/Programming 17%the right message can spark wordof mouth, regardless of category. Websites 13% Point of Sale 9% Promotions 6% Email & Direct Mail 5% Social Media 3% Source: Keller Fay Group’s TalkTrack® Britain, August 2011 – March 2012 16
  17. 17. TV Ads are the Most Prevalent Type of Advertising Referenced Percentage of All WOM Conversations Driven by Advertising Ads that Spark WOM: By Medium % Referenced Type of Ad in WOM All media should be considered eligible for Television Ad 7.2 driving word of mouth; the key for marketers is to find Internet Ad 3.6 the right type of message Newspaper Ad 2.6that will reach the right type of consumer, at the right Magazine Ad 2.4 time, via the right channel. Poster Ad 1.4 Radio Ad 1.1 Cinema Ad 0.9 Any Other Ad 2.1 Source: Keller Fay Group’s TalkTrack® Britain, August 2011 – March 17
  18. 18. The Internet and WOM WOM 18
  19. 19. The Internet is a Powerful Reference Source for Conversation Percentage of Media & Marketing Elements Referenced in All WOM Online Sources Talked About in WOM Media/Marketing % Referenced Across all Element in WOM categories, only 2.6% of all conversations Internet (any reference) 21.9 involve a reference to social Brand or Company Website 6.2 media, including blogs and social Shopping Website 4.3 networking sites. Internet Ad 3.6 Online Consumer Reviews 3.4 Online Price Comparison Website 3.0 Social Media 2.6 Online Article/Video/Radio/Podcast 2.6 Source: Keller Fay Group’s TalkTrack® Britain, August 2011 – March 2012 19
  20. 20. Internet is Most Important Source of ContentBefore, During, and Especially After a ConversationPercentage of Brand Conversations Involving References to TV and to the Internet Before or During WOM Conversations, or Use of Source After Conversations for Seeking Out More Info Internet TV The source of the Internet’s big advantage for supporting 21% 20% conversations is that it 18% 19% provides highly efficient self-service information 15% at the moment it is required, which is crucial for conversational purposes. 8% Before During After Conversation Conversation Conversation Source: Keller Fay Group for Google, June 2011 Page 122, The Face-to-Face Book, Free Press, 2012 20
  21. 21. Brands and WOM WOM 21
  22. 22. The Most Talked-About Brands are Widely-Advertised, andare Frequently Encountered in the Real World The Most Talked-About Brands in Great Britain Top WOM Weekly WOM Rank Successful marketing isn’t just Brands Impressions (in millions) about cuing more conversations; 1 Tesco 79 it’s also about driving strongly 2 Sky 65 positive conversations that lead to recommendations and purchases. 3 Apple 58 The best marketers, Keller Fay 4 BT 45 Group UK has found, use a variety 5 ASDA 45 of messaging techniques that lead 6 BBC 44 to sharing and recommending. 7 Virgin Media 44 8 Coco-Cola 38 9 Boots 36 10 Marks & Spencer 35 Source: Keller Fay Group’s TalkTrack® Britain, August 2011 – March 2012 22
  23. 23. TV Ads and Programs are Top-Referenced Media Sources in Brand ConversationsPercentage of Media & Marketing Elements Referenced in All WOM Television Ad/Sponsorship 7.2% Television Programme 6.2% A Brand Or Company Website 6.2% In Store Display Or Video 5.0% Product Package 4.9% Shopping Website 4.3% Internet Ad 3.6% Television has two advantages no other Online Consumer Reviews 3.4% medium can touch: paid TV beats all Product Sample 3.1% Online Price Comparison Website other forms of paid media, including 3.0% Newspaper Article 2.8% the Internet, in reaching the largest Coupon 2.8% number of people having conversation Email Or Text From A Business 2.7% about brands, and TV has a unique Online Article/Video/Radio/Podcast 2.6% capability to spark a conversation with Newspaper Ad 2.6% Social Media compelling video that can be served up 2.6% Direct Mail 2.5% at the behest of the advertiser. Magazine Ad 2.4% Magazine Article 2.1%Sports, Concert, Theatre Or Other Event 1.5% Poster Ad 1.4% Radio Programme 1.1% Radio Ad 1.1% Cinema Ad 0.9% Any Other Type Of Advertisement 2.1% Source: Keller Fay Group’s TalkTrack® Britain, August 2011 – March 2012 23
  24. 24. People Talk About Different Brands in All WOM vs. Social Media WOM Top 10 Social Brands (2010): Social Media vs. All Word of Mouth Social Media Word of Mouth Looking across the ten most social brands, the 1 iPhone Coca-Cola average ranking when it comes to all word of 2 BlackBerry Walmart mouth is 82. The biggest 3 Disney Verizon disconnect is Android, which is the 4 Android AT&T fourth most social brand 5 iPad Pepsionline but drops to 400 on the list of most talked- 6 Sony Ford about brands offline and online. 7 Apple Apple 8 MTV McDonald’s 9 Coca-Cola Sony 10 Samsung Dell Source: Social Media data from Vitrue. Word of Mouth data from Keller Fay Group’s TalkTrack® 2010. Page 150, The Face-to-Face Book, Free Press, 2012 24