1. Conversation Triggers:
Sparking Conversations with
Advertising & Media
Ed Keller
CEO, Keller Fay Group
Twitter.com/kellerfay
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Emily Vanides
VP Connections Research
& Analytics
MediaVest
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June 13, 2011

2. Word of Mouth is Powerful
“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
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3. But What Sparks Conversation?
 Many assume WOM is generated by great brand experiences
– Highly satisfied customers become evangelists for brands.
 However, marketing often sparks WOM, as well
– Half of conversations about brands refer to media/marketing.
 To maximizing WOM, we need a clear sense of how marketing
can most effectively “trigger” conversations.
– Which media, at what time of day, in what venues, and relating to what
topics of conversation?
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4. WOM is at the core of SMG’s approach
to marketing communications
Simplifying human
understanding to deliver
meaningful brand experiences
Our framework for designing
experiences that matter
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5. Ultimately, brands need to be a
part of the conversation
 We live in a networked world
 The role of marketing is to be a spark in the
communities where people live and play
 We have to harness the power of people‟s shared
purpose & voice
– Weaving into the fabric that bonds people together
We must listen & understand the
conversations and how we can trigger them
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6. We looked to our partners at Keller
Fay to provide new insights
 5+ year partnership with SMG
 Proven approach to WOM tracking and analysis
– Inclusive of both online AND offline
 International perspective
 Successful and market-leading insights into the
relationships between marketing and brand WOM
– E.g. Super Bowl, Olympics, Cross-media studies, etc
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7. Multiple Data Sources: TalkTrack®
 TalkTrack® Methodology
– TalkTrack® is a diary-based survey program that measures all forms of word of mouth (WOM) –
offline + online.
– Respondents keep a diary of conversations over a 24-hour period, and then take an online survey
where they report on these conversations.
 TalkTrack® US
– A national syndicated program involving 36,000 consumers aged 13 to 69 annually.
– The majority of TalkTrack® US results presented in this analysis are derived from interviews
collected during November 2009 to October 2010, and during this time a total of 36,622
respondents participated.
 TalkTrack® Britain
– Study was fielded online in May 2010.
– A total sample of 2,578 16 to 69 year olds participated in the first wave of this study.
 TalkTrack® Australia
– Study was fielded online in April – May 2010.
– A total sample of 2,829 16 to 69 year olds participated in this study.
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8. Multiple Data Sources:
IPA TouchPoints 3
 Unique and original survey of 5,400 British adults aged 15+
– Information gathered through individual PDA diaries and self-completion
questionnaires.
 The findings presented here focus on the diary portion of TP3.
 The diary records information on a half hourly basis on the
following:
– Location of respondent
– Who they were with
– What they were doing (consuming media, communicating, etc.)
– What media they were consuming
– Their mood
 Research was conducted during September 2009 through
February 2010.
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9. Regardless of Market (or Category),
Offline Conversations Dominate
How Brand Conversations Take Place
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
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10. Presentation to Cover
 What triggers WOM, according to consumers
 Role of media/marketing in WOM
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11. (TalkTrack® Australia)
What Triggers WOM,
According to Consumers
“Which one of the following comes closest to describing what
prompted or “sparked” the conversation? “
“Something else”
generally relates
to “neutral” or
factual talk about
brand experiences
or purchase plans.
Base: Conversations (All WOM, n=17,653)
Source: Keller Fay Group‟s TalkTrack® Australia, April – May 2010
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12. (TalkTrack® Australia)
Important Differences in
WOM Triggers by Category
What “Sparked” The Conversation
Ranked by “All WOM” Results on Previous Slide
Base: Conversations (Beauty & Personal Care, n=634; Beverages, n=1,390; Technology, n=1,368; Financial, n=1,003)
Note: Percentages will not add to 100% because “something else” is not shown. These figures are 32%, 46%, 27%, and 42%, respectively.
Source: Keller Fay Group‟s TalkTrack® Australia, April – May 2010
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13. (TalkTrack® Australia)
“Good” Experiences Drive
Three Times More WOM than “Bad”
• WOM about positive experiences is more likely to be shared with others than WOM about negative experiences.
What “Sparked” The Conversation – Sharing an Experience
Good-Bad Experience Ratio:
Beauty & Personal Care – 7:1
Beverages – 5:1
Technology – 3:1
Financial Services – 1:1
20% of all WOM is
driven by “sharing an
experience” – three-
quarters of which is
“good.”
Base: Conversations (All WOM, n=17,653)
Source: Keller Fay Group‟s TalkTrack® Australia, April – May 2010
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14. (TalkTrack® US)
Positive, Strong Emotions
Trigger the Most WOM
Summary Table: WOM Topics Surfacing in Each Category by Pass-Along Likelihood
Beauty & Personal Care Beverages
Topics Surfacing in Each Category Highly Likely Not Likely Highly Likely Not Likely
Superlative Brand Enthusiasm (Love, Excellent…) 10% 6% 11% 6%
General Brand Enthusiasm (Great, Good…) 15% 11% 11% 11%
General “Like” /Think Brand is OK 8% 7% 10% 11%
Brand Criticism (Terrible, Bad, Hate, Worst) 3% 5% 2% 5%
Brand Reputation (Positive) 6% 4% 2% 2%
Brand Works Well 14% 9% 17%* 11%*
Brand Does Not Work Well 3% 6% 3%* 3%*
Purchase Decision 10% 10% 15% 17%
“Need” The Brand 10% 7% 5% 5%
“Want” The Brand 1% 3% 5% 5%
*For “Works Well” for beverages examined “tastes good” and brand hydrates, wakes me up, etc.
**For “Works Well” we examined “rate of return/earning interest” and positive feedback on customer service, since finance is a services oriented category. “Doesn‟t Work Well” is negative customer service.
***For “Cost” examined charges/fees/interest/rates positive and negative.
Note: Shading denotes statistical significance at the 90% confidence level.
Source: Keller Fay Group‟s TalkTrack®, October 2009 – September 2010
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15. (TalkTrack® US)
Positive Emotions Also Key Trigger
for Tech & Financial WOM
Summary Table: WOM Topics Surfacing in Each Category by Pass-Along Likelihood
Technology Financial
Topics Surfacing in Each Category Highly Likely Not Likely Highly Likely Not Likely
Superlative Brand Enthusiasm (Love, Excellent…) 11% 5% 6% 3%
General Brand Enthusiasm (Great, Good…) 25% 18% 13% 7%
General “Like” /Think Brand is OK 5% 5% 2% 2%
Brand Criticism (Terrible, Bad, Hate, Worst) 7% 9% 14% 11%
Brand Reputation (Positive) 8% 3% 3% 1%
Brand Works Well 5% 2% 5%** 4%**
Brand Does Not Work Well 1% 3% 3%** 5%**
Purchase Decision 5% 6% N/A N/A
“Need” The Brand 2% 1% N/A N/A
“Want” The Brand 6% 2% N/A N/A
*For “Works Well” for beverages examined “tastes good” and brand hydrates, wakes me up, etc.
**For “Works Well” we examined “rate of return/earning interest” and positive feedback on customer service, since finance is a services oriented category. “Doesn‟t Work Well” is negative customer service.
***For “Cost” examined charges/fees/interest/rates positive and negative.
Note: Shading denotes statistical significance at the 90% confidence level.
Source: Keller Fay Group‟s TalkTrack®, October 2009 – September 2010
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16. (TalkTrack® US)
Media Play a Big Role in
Driving WOM
~ Half of consumer brand conversations
refer to marketing or media
…led by television (17%)
Internet (15%)
point of sale (9%)
newspapers (6%)
magazines (5%)
direct mail/email (5%)
Marketing and media are tools for encouraging WOM
Source: Keller Fay Group‟s TalkTrack®, November 2009 – October 2010
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17. (TalkTrack® US)
Which Media that Trigger WOM?
Plan by Category
Media and Marketing References
(% of WOM conversations citing media or marketing; top 3 references highlighted)
Beauty &
Financial
All WOM Personal Beverages Technology
Services
Care
Brand Mentions Involving
52% 59% 44% 55% 41%
One or More References*
Television 17% 15% 12% 13% 8%
Internet 15% 13% 8% 26% 19%
Point Of Sale 9% 14% 15% 12% 4%
Magazines are Promotion 8% 18% 12% 6% 3%
disproportionately
referenced in Newspaper 6% 6% 5% 6% 5%
beauty WOM.
Direct Mail/E-Marketing 5% 5% 3% 5% 10%
Magazine 5% 9% 4% 6% 3%
Any Other Ad 3% 3% 3% 3% 3%
Radio 3% 3% 3% 3% 3%
Billboard 2% 2% 2% 2% 1%
Base: Brand Mentions (All WOM, n=170,380; Beauty, n=7,361; Technology, n=13,523; Beverages, n=17,822; Financial Services, n=8,324)
*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
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18. Introducing the
Media Sociability Index™
 Which media give advertisers the best access to consumers while
they are in a conversational mode?
– Based on proximity of media use and conversation.
– TouchPoints3 (UK) is data source.
 The Media Sociability Index™ reveals “highly sociable media.”
– This is an index which compares „those consuming media and
communicating‟ with the average percentage of people communicating at
any given half-hour interval over the course of the day.
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19. (IPA TouchPoints 3)
Conversations Happen More Often at
Times When Media are Being Consumed
• The baseline Media Sociability Index for conversations is 141 (based on 45% divided by 32%).
All Forms of Conversation (Offline or Online)
Media Sociability Index***
= 141
% of Total Adults Having % of People Consuming Media
Conversations Who Are Simultaneously**
During Each Half Hour Conversing with Others Offline or
(Average Day*) Online (Average Day)
*An average of the average percentage of offline./online or offline conversations during each half hour was taken to arrive at this figure.
**Same half hour
***Media Sociability Index compares „those consuming media & communicating‟ with the average percentage of people communicating during the day.
Source: IPA TouchPoints3
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20. (IPA TouchPoints 3)
Internet & Radio are Highly Sociable,
Coinciding Most with Conversations
Boxed figures
represent Keller Fay‟s
Media Sociability
Index** metric
163 153 141 103 100
*Same half hour
**Media Sociability Index compares the above results to the average percentage of people communicating overall (32%) or just offline (30%) over the
course of the day.
Source: IPA TouchPoints3
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21. (IPA TouchPoints 3)
Large Variances in Times of Day People
Socialize While Using Media
Workplace use drives the
sociability of Internet use during
the morning hours.
*Same half hour
**Midnight to 4AM excluded for print media due to low base sizes during these hours.
Source: IPA TouchPoints3
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22. (IPA TouchPoints 3)
Media Consumption at Work & School
Enjoy Highest Sociability
The Percentage of People Consuming Media Who are Simultaneously* Conversing with
Boxed figures Others Offline or Online – By Location
represent (During Average Day – Monday through Sunday)
Keller Fay‟s
Media
Sociability 141 225 219 131 128
Index** metric
*Same half hour
**Media Sociability Index compares the above results to the average percentage of people communicating overall (32%) across each day part.
Source: IPA TouchPoints3
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23. (IPA TouchPoints 3)
Digital Channels Related to Kids &
Music Earn Highest Sociability Scores
The Percentage of People Watching Digital TV Channels Who are Simultaneously*
Conversing with Others Offline or Online
(During Average Day – Monday through Sunday)
% Communicating
Type of Digital Channel Watched Media Sociability Index**
with Others
Children’s 73% 228
Music 54% 169
Home/DIY/Gardening 49% 153
Sport 48% 150
Reality 47% 147
News/Current Affairs 47% 147
Entertainment 46% 144
Shopping 44% 138
Game Show 41% 128
Movie 41% 128
Nature 39% 122
*Same half hour
**Media Sociability Index compares the above results to the average percentage of people communicating overall (32%) across each day part.
Source: IPA TouchPoints3
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24. Conclusions:
Opportunities to Trigger WOM
 Marketing and media play important roles in triggering WOM:
– Consumers tell us media “triggers” WOM 20% of the time.
– Consumers report both conversing and consuming media during the same day
parts.
– Consumers report nearly half their conversations contain a reference to content
they found in marketing.
 Conversations often happen close to the times when media are being
consumed, providing marketers access to conversations.
– Early morning and early evening are especially good times to reach people who
are consuming media and socializing.
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25. Conclusions:
Opportunities to Trigger WOM
 TV & Internet are referenced in the largest volume of conversations,
while point of sale & promotions play a key role in CPG WOM.
 The Internet is possibly the most “sociable” of media, especially at
work.
– Radio surprisingly effective at reaching people in social context.
– Television, especially programming/channels related to children, DIY, or sports, is
effective in triggering conversations at home.
 Positive experiences trigger more WOM than negative.
– WOM containing stronger emotions tends to be the most viral.
– Positive talk related to product efficacy, such as “works well,” is also more likely
to be shared with others.
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26. Thank you!
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Ed Keller, ekeller@kellerfay.com Emily Vanides
Facebook.com/kellerfay Emily.vanides@mediavestww.com
Twitter.com/kellerfay