Magazine marketers are interested in quantifying the impact of word-of-mouth marketing (WOM) on sales. A study found that:
1) Influential magazine readers who are early adopters have 50% more conversations about products each week and are more likely to buy new products first.
2) These influential readers deliver 3.8 times more value to marketers through WOM than average magazine readers due to their greater reliance on magazines, larger social networks, and higher credibility.
3) By calculating the persuasiveness and purchase influence of peers who readers share WOM with, the study was able to quantify the substantial financial value that WOM from influential magazine readers provides to advertisers.
Presentation by Steve Bowen, managing director of marketing for Burson-Marsteller Asia-Pacific, summarizes and outlines implications of the firm's research into corporate engagement on social media. First delivered to the American Chamber of Commerce in Singapore on February 22 2011
1. The document provides survey results on which mobile phone apps respondents would find most useful at grocery and fashion retailers. For grocery retailers, the most popular apps were discounts for checking-in (37%) and special deals (29%). For fashion retailers, the most popular were special deals (61%) and discounts for checking-in (49%).
2. The document also shows survey results on which touchpoints have the most positive impact on brand image. For grocery retailers, the top touchpoints were websites (60%) and advertising (65%). For fashion retailers, they were websites (67%) and advertising (47%).
3. The document presents data on which fashion brands respondents have "friended" on Facebook. The
1) The document analyzes the financial and operating performance of Eletropaulo in 2003 and 2004.
2) Key results include a 15% increase in net revenue from 2003 to 2004 but a 13.4% rise in operating expenses, leading to a 20% growth in EBITDA.
3) However, financial expenses rose significantly from 2003 to 2004 due to foreign exchange losses, resulting in a large decrease in net profit over the period.
Raddon Financial Group conducted a survey on consumer use and likelihood of using cell phones to make purchases and payments in stores. The survey found that 53% of respondents currently use their phone to make some in-store payments, while 33% are extremely or very likely to use their phone to pay at stores. Younger consumers, known as Generation Y, are more open to mobile payments than older generations.
1) A survey found that 74% of respondents and 84% of rail commuters buy ready meals at least once a month. Rail commuters were 41% more likely to buy ready meals at least twice a week.
2) After Morrisons' poster campaign, awareness of their advertising increased the most compared to other supermarkets like Tesco, Asda, Sainsbury's, and Waitrose. Perceptions of Morrisons among those who saw the posters became more positive.
3) The poster campaign was successful in driving people to say they were more likely to buy a Morrisons ready meal in the next month, with an increase of 33% among ad aware respondents and 17
Daedalus consumer engagement on facebookRevistaBiz
The document summarizes findings from a survey of 600 Romanian internet users about their engagement with brands on Facebook. It finds that younger users and students have liked more brand pages than average. The top reasons for liking pages are already being a fan of the brand and wanting updates on new products. Frequent posting and disappointing promotions or products are the main reasons users unlike pages. Lessons highlight the need to engage different age groups appropriately and maintain high quality relevant content to keep users engaged.
How Cool Brands Stay Hot at ESOMAR CEE Research Forum (by Joeri Van den Bergh)Joeri Van den Bergh
How Cool Brands Stay Hot in CEE
Joeri Van den Bergh, author "How Cool Brands Stay Hot. Branding to Generation Y" (bestselling book on youth marketing together with MTV's global VP Mattias Behrer, translated in Russian, Polish & Czech) and Managing Partner, InSites Consulting, Belgium
The Power of Out of Home Audiences in the Digital AgeKeller Fay Group
1) The document studied out-of-home viewing of two sporting events and found the out-of-home audiences were substantial in size.
2) It also found that out-of-home viewers had higher levels of word-of-mouth conversations about advertised brands compared to in-home viewers, suggesting out-of-home audiences are more valuable to advertisers.
3) The findings indicate that out-of-home audiences are large enough to impact media planning and are more engaged with advertising, generating implications for better measuring and accounting for out-of-home viewing audiences.
Presentation by Steve Bowen, managing director of marketing for Burson-Marsteller Asia-Pacific, summarizes and outlines implications of the firm's research into corporate engagement on social media. First delivered to the American Chamber of Commerce in Singapore on February 22 2011
1. The document provides survey results on which mobile phone apps respondents would find most useful at grocery and fashion retailers. For grocery retailers, the most popular apps were discounts for checking-in (37%) and special deals (29%). For fashion retailers, the most popular were special deals (61%) and discounts for checking-in (49%).
2. The document also shows survey results on which touchpoints have the most positive impact on brand image. For grocery retailers, the top touchpoints were websites (60%) and advertising (65%). For fashion retailers, they were websites (67%) and advertising (47%).
3. The document presents data on which fashion brands respondents have "friended" on Facebook. The
1) The document analyzes the financial and operating performance of Eletropaulo in 2003 and 2004.
2) Key results include a 15% increase in net revenue from 2003 to 2004 but a 13.4% rise in operating expenses, leading to a 20% growth in EBITDA.
3) However, financial expenses rose significantly from 2003 to 2004 due to foreign exchange losses, resulting in a large decrease in net profit over the period.
Raddon Financial Group conducted a survey on consumer use and likelihood of using cell phones to make purchases and payments in stores. The survey found that 53% of respondents currently use their phone to make some in-store payments, while 33% are extremely or very likely to use their phone to pay at stores. Younger consumers, known as Generation Y, are more open to mobile payments than older generations.
1) A survey found that 74% of respondents and 84% of rail commuters buy ready meals at least once a month. Rail commuters were 41% more likely to buy ready meals at least twice a week.
2) After Morrisons' poster campaign, awareness of their advertising increased the most compared to other supermarkets like Tesco, Asda, Sainsbury's, and Waitrose. Perceptions of Morrisons among those who saw the posters became more positive.
3) The poster campaign was successful in driving people to say they were more likely to buy a Morrisons ready meal in the next month, with an increase of 33% among ad aware respondents and 17
Daedalus consumer engagement on facebookRevistaBiz
The document summarizes findings from a survey of 600 Romanian internet users about their engagement with brands on Facebook. It finds that younger users and students have liked more brand pages than average. The top reasons for liking pages are already being a fan of the brand and wanting updates on new products. Frequent posting and disappointing promotions or products are the main reasons users unlike pages. Lessons highlight the need to engage different age groups appropriately and maintain high quality relevant content to keep users engaged.
How Cool Brands Stay Hot at ESOMAR CEE Research Forum (by Joeri Van den Bergh)Joeri Van den Bergh
How Cool Brands Stay Hot in CEE
Joeri Van den Bergh, author "How Cool Brands Stay Hot. Branding to Generation Y" (bestselling book on youth marketing together with MTV's global VP Mattias Behrer, translated in Russian, Polish & Czech) and Managing Partner, InSites Consulting, Belgium
The Power of Out of Home Audiences in the Digital AgeKeller Fay Group
1) The document studied out-of-home viewing of two sporting events and found the out-of-home audiences were substantial in size.
2) It also found that out-of-home viewers had higher levels of word-of-mouth conversations about advertised brands compared to in-home viewers, suggesting out-of-home audiences are more valuable to advertisers.
3) The findings indicate that out-of-home audiences are large enough to impact media planning and are more engaged with advertising, generating implications for better measuring and accounting for out-of-home viewing audiences.
Mobile Health Search Lisa Gualtieri APHA12Lisa Gualtieri
One of the most fascinating things about health apps is the process of selecting them: defining the need, determining how to search and which search terms to use, deciding which to consider, and deciding which to try. Having thought a lot about health app search, I was thrilled to have an opportunity to talk about the broader issue of mobile health search in a session at APHA12 on health information seeking. My presentation first argued that it is almost impossible to focus only on laptops and desktops when considering health information seeking given the preponderance of mobile devices. I then talked about what mobile devices provide health seekers: immediacy and access; affinity; multiple methods of input/output; and context. For instance, I spoke about the role of the contextual information people see, hear, feel, and remember and how that impacts search; and external information and data from sensors, such as weather, location, time of day, and blood pressure, impact personalization and tailoring. I also talked about how the impact could be huge if public health had the resources of retail for the use of big data and predictive analytics.
This document discusses how social media audiences engage with brands and each other. It analyzes data from Keller Fay's TalkTrack survey of over 36,000 consumers to understand their social behaviors and conversations about brands. The data shows that Facebook and Twitter users have larger offline social networks and recommend more brands across categories than average. However, most word-of-mouth still occurs offline, with traditional media like TV also driving conversations. Different media audiences vary in their social value based on network size and influence.
This document discusses how social media audiences are and how brands can create meaningful experiences on social media. It analyzes data from Keller Fay's TalkTrack survey of 36,000 interviews annually to understand consumers' social behaviors and brand conversations. The data shows that Facebook and Twitter users have larger offline social networks and recommend more brands. It also finds that traditional media can provide social value, with certain media audiences being more social based on network size, recommendations, brand mentions, and influencers. The document concludes that consumer decision making is fundamentally social and that all media have social aspects, so brands should integrate social media strategies into broader marketing efforts.
Adobe: State of online advertising study Oct 24 2012Brian Crotty
The document summarizes key findings from a survey on online advertising conducted by Edelman Berland in October 2012. It includes the following main points:
1) Print magazines and watching TV were the most preferred places to view ads, while banner ads were seen as annoying and distracting.
2) Most consumers and marketers use social media, and over half of consumers have liked brands, but want a dislike button. Likes drive attention but not necessarily sales.
3) Traditional media like TV and print are seen as the best for marketing, while online ads are less effective. Storytelling in ads is important to consumers.
4) Advertising is seen as strategic and driving sales by most
This white paper analyzes a survey of over 3,000 volunteers for the word-of-mouth marketing firm BzzAgent. It finds that these volunteers are disproportionately influential consumers who are highly engaged in word-of-mouth activities. Specifically, they are twice as likely as the general public to regularly recommend products, closely follow new products and brands, and have large social networks. Six in 10 qualify as "word-of-mouth leaders." Further, those volunteers who exhibit more word-of-mouth behaviors, like having broader networks, are more persuasive and inspire more purchases. The paper concludes that targeting these types of influential consumers, not just demographics, should be the focus of word-of-mouth marketing programs
The Andalusian Public Health System Virtual Library conducted a survey to evaluate the capabilities and knowledge of their users regarding social networks and Web 2.0 tools. The survey received 518 responses from potential users. The results showed that while 68% of users edit their own blogs, only 49% use professional social networks. Most users tend to share and comment on content rather than create their own. A majority of 52.6% use mobile devices to access the internet. The library concluded that increasing mobile access and participation in social networks could improve communication and interaction with users.
Digital inmigrants and digital natives expectation colecction in BV-SSPA comu...Juan Hernández Morales
The Andalusian Public Health System Virtual Library conducted a survey to evaluate the capabilities and knowledge of their users regarding social networks and Web 2.0 tools. The survey received 518 responses from potential users. The results showed that while 68% of users edit their own blogs, only 49% use professional social networks. Most users tend to share and comment on content rather than create their own. A majority of 52.6% use mobile devices to access the internet. The library concluded that increasing mobile access and participation in social networks could improve communication and interaction with users.
This document summarizes key findings from a survey of over 1,000 smartphone and tablet owners regarding their mobile shopping habits and usage of retail apps. Some of the main findings include:
- Tablet owners are twice as likely to use their devices for shopping compared to smartphone owners (44% vs 20%).
- Tablet shoppers are more inclined to make purchases using apps than smartphone shoppers who tend to browse and compare prices.
- Over half of all shoppers expect to make a purchase using a retail app in the next year, exceeding the number who have used apps for shopping in the past 3 months.
- One in four non-shoppers plan to increase their usage of mobile apps for shopping in 2013
Liam Attridge conducted primary research through questionnaires and a focus group to inform the development of a new music magazine. The questionnaires found that the target audience is 16-20 year old males from Harlow who enjoy watching TV and playing video games. They typically buy 1-2 magazines per month from newsagents. The focus group supported these findings and indicated a preference for a weekly magazine priced at £2-£3 that features an "what happened to..." section and includes iTunes vouchers. The research will help Liam design a magazine tailored to his target audience's interests.
Liam Attridge conducted primary research to inform the development of a new music magazine. He created a questionnaire and focus group to understand his target audience which was identified as 16-20 year old males from Harlow who enjoy music. The results showed preferences for weekly magazines priced at £2-£3 focusing on bands and including features on past music stars. This provided insights to guide the magazine's design and content.
Liam Attridge conducted primary research through questionnaires and a focus group to inform the development of a new music magazine. The questionnaires found that the target audience is 16-20 year old males from Harlow who enjoy watching TV and playing video games. They typically buy 1-2 magazines per month from newsagents. The focus group supported these findings and indicated a preference for a weekly magazine priced at £2-£3 that features an "what happened to..." section and includes iTunes vouchers. The research will help Liam design a magazine tailored to his target audience's interests.
This document summarizes key findings from a Nielsen study on mobile path-to-purchase behaviors for restaurants, travel, and automotive categories. Some key findings include:
1) Smartphones are used more for on-the-go activities like finding businesses and making contact, while tablets are used more for in-home research like price comparisons and reviews.
2) The time between when consumers show purchase intent and take action varies significantly by category, indicating consumers may be at different stages in the purchase process when using mobile.
3) Distinct profiles of mobile users were identified for each category based on demographics, needs, and behaviors, showing mobile approaches need to target specific user types rather than using a
1. A study was conducted in Europe in 2006/2007 on internet usage at work and non-work locations. Two groups were surveyed: those who accessed the internet at work and those who only accessed from home, school, etc. not at work.
2. Internet access at work users were polled in 6 countries: UK, France, Switzerland, Spain, Germany, and Italy. Germany had the highest percentage of at work internet users.
3. At work internet users in Europe tend to be male, over 35 years old, and highly educated with a university degree or higher. They also have higher incomes and make more household and work spending decisions.
This document discusses recommendations for driving sales of laptops in the Cairns area. It analyzes the target audience, which includes many families with children. It recommends outdoor advertising to drive traffic to a landing page and search engine marketing to target those already researching laptops. It also discusses using Cadreon's online targeting platform to optimize the campaign in real-time based on performance data.
The document compares technology ownership and purchasing behaviors between baby boomers aged 45-65 and members of Generation Y or "NGen" aged 18-30 in Canada. Some key findings include:
- Boomers prefer in-person research, while NGen prefers online, except for financially sensitive purchases which both prefer in-person
- Both groups prefer in-person purchases but male NGen are most likely to purchase online
- Boomers prefer in-person support while NGen is spread across channels, with a preference for phone support
- Boomers are more likely than NGen to own multiple financial products
- Technology ownership differs between the groups, with Boomers owning more desktops and cameras and NGen owning
Future of Consumerism - MITX FutureM Conference 2010 - AMP Agency Presentation Steven Duque
A presentation on how consumers' consumptive behavioral patterns are changing, necessitating change in the way modern marketers work. The sales funnel is now antiquated, and the customer decision journey has subsumed its place as the standard framework for thinking about consumer behavior.
This document discusses how small businesses can use social media marketing to drive real business results. It begins by introducing the small business owner who wears many hats and has limited time and technical skills. It then shows that over 50% of small businesses find social media and Facebook to be important marketing tools. The document emphasizes that social media allows businesses to engage customers and build relationships at each stage to turn them into loyal fans. It provides examples of how businesses have successfully used email marketing together with social media on Facebook, Twitter, and blogs to boost website traffic, email subscribers, and sales.
The document summarizes findings from a study about social media behaviors and engagement. It shows statistics on acceptable ways to break up with someone, reasons for hiding or unfriending people on social media, privacy settings and expectations for response times to texts. It also outlines likelihoods of taking social action like reviews or comments based on positive, neutral or negative experiences and by demographic groups.
The document provides an overview of the Edelman Trust Barometer 2012 findings for business trust in Russia. Some key points:
1) Trust in government and business declined overall in Russia in 2012, especially among older informed publics.
2) Trust in three of the four main institutions (government, business, media, and NGOs) decreased compared to 2011 levels.
3) A person like yourself has become a more credible spokesperson than the CEO of a company.
4) Online search engines and social media are now seen as more trustworthy sources of information about companies than traditional media.
5) There is a high level of importance placed on companies addressing social and environmental problems in Russia
Driving Effectiveness with Talkworthy AdvertisingKeller Fay Group
How can advertisers and marketers deliberately and effectively deliver advertisements that start conversations and drive sales? At the Advertising Research Foundation's Re!Think 2016 conference, Engagement Labs CRO Brad Fay, along with UM's Graeme Hutton and CBS Corp.'s David Poltrack, shared exciting new research that demonstrates how consumers’ conversations and purchases are affected by advertising.
Social sharing in B2B: Understanding the cycle of influenceKeller Fay Group
Cognito Insights, Cognito’s new practice area dedicated to impactful analytics and actionable intelligence, partnered with Keller Fay, an Engagement Labs Company focused on data and technology that measures and tracks online and offline conversations and influencers, for a two-part webinar series on social sharing in B2B financial services.
Although the concept of social sharing is an old one, the challenges and opportunities of social sharing in the age of technology continue to stir debate in the communications community. This first webinar (February 2016) on “understanding the cycle of influence” will cut through the buzz and explore the impact of social sharing, implications for measurement and strategies for implementation. A second webinar (March 2016) will provide a deep-dive into measurement tools and tactics.
Speakers:
Steve Thomson, MD UK, Keller Fay, an Engagement Labs Company
Eli Singer, CMO, Engagement Labs
Vivienne Hsu, Director, Cognito
Katie Kinnear, Social Media Manager, Cognito
Mobile Health Search Lisa Gualtieri APHA12Lisa Gualtieri
One of the most fascinating things about health apps is the process of selecting them: defining the need, determining how to search and which search terms to use, deciding which to consider, and deciding which to try. Having thought a lot about health app search, I was thrilled to have an opportunity to talk about the broader issue of mobile health search in a session at APHA12 on health information seeking. My presentation first argued that it is almost impossible to focus only on laptops and desktops when considering health information seeking given the preponderance of mobile devices. I then talked about what mobile devices provide health seekers: immediacy and access; affinity; multiple methods of input/output; and context. For instance, I spoke about the role of the contextual information people see, hear, feel, and remember and how that impacts search; and external information and data from sensors, such as weather, location, time of day, and blood pressure, impact personalization and tailoring. I also talked about how the impact could be huge if public health had the resources of retail for the use of big data and predictive analytics.
This document discusses how social media audiences engage with brands and each other. It analyzes data from Keller Fay's TalkTrack survey of over 36,000 consumers to understand their social behaviors and conversations about brands. The data shows that Facebook and Twitter users have larger offline social networks and recommend more brands across categories than average. However, most word-of-mouth still occurs offline, with traditional media like TV also driving conversations. Different media audiences vary in their social value based on network size and influence.
This document discusses how social media audiences are and how brands can create meaningful experiences on social media. It analyzes data from Keller Fay's TalkTrack survey of 36,000 interviews annually to understand consumers' social behaviors and brand conversations. The data shows that Facebook and Twitter users have larger offline social networks and recommend more brands. It also finds that traditional media can provide social value, with certain media audiences being more social based on network size, recommendations, brand mentions, and influencers. The document concludes that consumer decision making is fundamentally social and that all media have social aspects, so brands should integrate social media strategies into broader marketing efforts.
Adobe: State of online advertising study Oct 24 2012Brian Crotty
The document summarizes key findings from a survey on online advertising conducted by Edelman Berland in October 2012. It includes the following main points:
1) Print magazines and watching TV were the most preferred places to view ads, while banner ads were seen as annoying and distracting.
2) Most consumers and marketers use social media, and over half of consumers have liked brands, but want a dislike button. Likes drive attention but not necessarily sales.
3) Traditional media like TV and print are seen as the best for marketing, while online ads are less effective. Storytelling in ads is important to consumers.
4) Advertising is seen as strategic and driving sales by most
This white paper analyzes a survey of over 3,000 volunteers for the word-of-mouth marketing firm BzzAgent. It finds that these volunteers are disproportionately influential consumers who are highly engaged in word-of-mouth activities. Specifically, they are twice as likely as the general public to regularly recommend products, closely follow new products and brands, and have large social networks. Six in 10 qualify as "word-of-mouth leaders." Further, those volunteers who exhibit more word-of-mouth behaviors, like having broader networks, are more persuasive and inspire more purchases. The paper concludes that targeting these types of influential consumers, not just demographics, should be the focus of word-of-mouth marketing programs
The Andalusian Public Health System Virtual Library conducted a survey to evaluate the capabilities and knowledge of their users regarding social networks and Web 2.0 tools. The survey received 518 responses from potential users. The results showed that while 68% of users edit their own blogs, only 49% use professional social networks. Most users tend to share and comment on content rather than create their own. A majority of 52.6% use mobile devices to access the internet. The library concluded that increasing mobile access and participation in social networks could improve communication and interaction with users.
Digital inmigrants and digital natives expectation colecction in BV-SSPA comu...Juan Hernández Morales
The Andalusian Public Health System Virtual Library conducted a survey to evaluate the capabilities and knowledge of their users regarding social networks and Web 2.0 tools. The survey received 518 responses from potential users. The results showed that while 68% of users edit their own blogs, only 49% use professional social networks. Most users tend to share and comment on content rather than create their own. A majority of 52.6% use mobile devices to access the internet. The library concluded that increasing mobile access and participation in social networks could improve communication and interaction with users.
This document summarizes key findings from a survey of over 1,000 smartphone and tablet owners regarding their mobile shopping habits and usage of retail apps. Some of the main findings include:
- Tablet owners are twice as likely to use their devices for shopping compared to smartphone owners (44% vs 20%).
- Tablet shoppers are more inclined to make purchases using apps than smartphone shoppers who tend to browse and compare prices.
- Over half of all shoppers expect to make a purchase using a retail app in the next year, exceeding the number who have used apps for shopping in the past 3 months.
- One in four non-shoppers plan to increase their usage of mobile apps for shopping in 2013
Liam Attridge conducted primary research through questionnaires and a focus group to inform the development of a new music magazine. The questionnaires found that the target audience is 16-20 year old males from Harlow who enjoy watching TV and playing video games. They typically buy 1-2 magazines per month from newsagents. The focus group supported these findings and indicated a preference for a weekly magazine priced at £2-£3 that features an "what happened to..." section and includes iTunes vouchers. The research will help Liam design a magazine tailored to his target audience's interests.
Liam Attridge conducted primary research to inform the development of a new music magazine. He created a questionnaire and focus group to understand his target audience which was identified as 16-20 year old males from Harlow who enjoy music. The results showed preferences for weekly magazines priced at £2-£3 focusing on bands and including features on past music stars. This provided insights to guide the magazine's design and content.
Liam Attridge conducted primary research through questionnaires and a focus group to inform the development of a new music magazine. The questionnaires found that the target audience is 16-20 year old males from Harlow who enjoy watching TV and playing video games. They typically buy 1-2 magazines per month from newsagents. The focus group supported these findings and indicated a preference for a weekly magazine priced at £2-£3 that features an "what happened to..." section and includes iTunes vouchers. The research will help Liam design a magazine tailored to his target audience's interests.
This document summarizes key findings from a Nielsen study on mobile path-to-purchase behaviors for restaurants, travel, and automotive categories. Some key findings include:
1) Smartphones are used more for on-the-go activities like finding businesses and making contact, while tablets are used more for in-home research like price comparisons and reviews.
2) The time between when consumers show purchase intent and take action varies significantly by category, indicating consumers may be at different stages in the purchase process when using mobile.
3) Distinct profiles of mobile users were identified for each category based on demographics, needs, and behaviors, showing mobile approaches need to target specific user types rather than using a
1. A study was conducted in Europe in 2006/2007 on internet usage at work and non-work locations. Two groups were surveyed: those who accessed the internet at work and those who only accessed from home, school, etc. not at work.
2. Internet access at work users were polled in 6 countries: UK, France, Switzerland, Spain, Germany, and Italy. Germany had the highest percentage of at work internet users.
3. At work internet users in Europe tend to be male, over 35 years old, and highly educated with a university degree or higher. They also have higher incomes and make more household and work spending decisions.
This document discusses recommendations for driving sales of laptops in the Cairns area. It analyzes the target audience, which includes many families with children. It recommends outdoor advertising to drive traffic to a landing page and search engine marketing to target those already researching laptops. It also discusses using Cadreon's online targeting platform to optimize the campaign in real-time based on performance data.
The document compares technology ownership and purchasing behaviors between baby boomers aged 45-65 and members of Generation Y or "NGen" aged 18-30 in Canada. Some key findings include:
- Boomers prefer in-person research, while NGen prefers online, except for financially sensitive purchases which both prefer in-person
- Both groups prefer in-person purchases but male NGen are most likely to purchase online
- Boomers prefer in-person support while NGen is spread across channels, with a preference for phone support
- Boomers are more likely than NGen to own multiple financial products
- Technology ownership differs between the groups, with Boomers owning more desktops and cameras and NGen owning
Future of Consumerism - MITX FutureM Conference 2010 - AMP Agency Presentation Steven Duque
A presentation on how consumers' consumptive behavioral patterns are changing, necessitating change in the way modern marketers work. The sales funnel is now antiquated, and the customer decision journey has subsumed its place as the standard framework for thinking about consumer behavior.
This document discusses how small businesses can use social media marketing to drive real business results. It begins by introducing the small business owner who wears many hats and has limited time and technical skills. It then shows that over 50% of small businesses find social media and Facebook to be important marketing tools. The document emphasizes that social media allows businesses to engage customers and build relationships at each stage to turn them into loyal fans. It provides examples of how businesses have successfully used email marketing together with social media on Facebook, Twitter, and blogs to boost website traffic, email subscribers, and sales.
The document summarizes findings from a study about social media behaviors and engagement. It shows statistics on acceptable ways to break up with someone, reasons for hiding or unfriending people on social media, privacy settings and expectations for response times to texts. It also outlines likelihoods of taking social action like reviews or comments based on positive, neutral or negative experiences and by demographic groups.
The document provides an overview of the Edelman Trust Barometer 2012 findings for business trust in Russia. Some key points:
1) Trust in government and business declined overall in Russia in 2012, especially among older informed publics.
2) Trust in three of the four main institutions (government, business, media, and NGOs) decreased compared to 2011 levels.
3) A person like yourself has become a more credible spokesperson than the CEO of a company.
4) Online search engines and social media are now seen as more trustworthy sources of information about companies than traditional media.
5) There is a high level of importance placed on companies addressing social and environmental problems in Russia
Similar to Return on Influence: From Buzz to Buy (20)
Driving Effectiveness with Talkworthy AdvertisingKeller Fay Group
How can advertisers and marketers deliberately and effectively deliver advertisements that start conversations and drive sales? At the Advertising Research Foundation's Re!Think 2016 conference, Engagement Labs CRO Brad Fay, along with UM's Graeme Hutton and CBS Corp.'s David Poltrack, shared exciting new research that demonstrates how consumers’ conversations and purchases are affected by advertising.
Social sharing in B2B: Understanding the cycle of influenceKeller Fay Group
Cognito Insights, Cognito’s new practice area dedicated to impactful analytics and actionable intelligence, partnered with Keller Fay, an Engagement Labs Company focused on data and technology that measures and tracks online and offline conversations and influencers, for a two-part webinar series on social sharing in B2B financial services.
Although the concept of social sharing is an old one, the challenges and opportunities of social sharing in the age of technology continue to stir debate in the communications community. This first webinar (February 2016) on “understanding the cycle of influence” will cut through the buzz and explore the impact of social sharing, implications for measurement and strategies for implementation. A second webinar (March 2016) will provide a deep-dive into measurement tools and tactics.
Speakers:
Steve Thomson, MD UK, Keller Fay, an Engagement Labs Company
Eli Singer, CMO, Engagement Labs
Vivienne Hsu, Director, Cognito
Katie Kinnear, Social Media Manager, Cognito
The Social Brand: Dynamics & Realities of the Social HazeKeller Fay Group
This document discusses the dynamics and realities of social media and word-of-mouth marketing. It notes that brands with the highest advocacy levels see above-average revenue growth. However, measuring actual advocacy and the reach and impact of word-of-mouth presents several challenges, as offline conversations are different than online interactions and have less polarized, more spontaneous discussions driven by emotion. The true reach of social media posts is also difficult to determine and varies significantly depending on the measurement used. While sentiment analysis is improving, accuracy can still be variable without proper context. To be effective, brands must understand what triggers word-of-mouth and how to activate and influence conversations through shared experiences, deals, innovations, and visual content that people want to
The Advertising Research Foundation's Audience 2014 Measurement Conference NYC included a presentation June 9th by Brad Fay, COO of the Keller Fay Group and Graeme Hutton, SVP at Universal McCann on how the Nielsen TV/Talktrack® Data Fusion system of measure can determine commercial advertisement placement which will best reach target audiences, priming word of mouth advocacy.
ROI and Results: How to Quantify Word of Mouth's Sales Impact and Uncover Act...Keller Fay Group
AT&T Mobility and Keller Fay presented new research on the topic of “ROI and Results: How to Quantify Word of Mouth’s Sales Impact” at a recent WOMMA conference. The results could not be clearer: “Word of Mouth is a powerful and statistically significant sales driver” for AT&T Mobility.
Talking Social TV 2 with Ed Keller and Beth RockwoodKeller Fay Group
Almost no topic captures more attention in the media and marketing trade press than social TV. Keller Fay has been undertaking an ambitious research project on behalf of the Council for Research Excellence (CRE) to help the industry better understand the role of social media in driving television viewing behavior. Ed Keller and Discovery’s Beth Rockwood unveiled the new research findings at the Advertising Research Foundation’s Re:Think 2014.
Facebook & Keller Fay: Where Social TV Meets Word-of-Mouth, ARF RE:THINK 2014Keller Fay Group
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.
There is a common assumption that word of mouth tends to be negative, and that negative WOM has greater impact than positive talk. It turns out that both are untrue. More than two-thirds of all brand WOM is actually positive in nature, while less than 10% is purely negative. That’s over eight times more positive than negative WOM.
Word of Mouth (WOM) across major consumer categories was down significantly during the 2013 holidays, relative to 2012. There were, however, some clear brand winners this holiday season, along with WOM laggards. The Keller Fay Group has measured the holiday WOM and in this presentation shares the brands that saw the biggest increases in WOM, and those that saw their WOM drop.
1) Consumers communicate both online and offline across various contexts that are important for marketers. All media can be considered social media if planned properly to target consumers during social interactions.
2) Research shows that adults often communicate with others simultaneously while consuming media. Certain demographics, like young singles, display more online social behavior while consuming media like TV.
3) Targeting young singles during weekday evenings when watching TV dramas provides opportunities to reach influential consumers during peak social media consumption.
The document discusses word of mouth (WOM) marketing research from the Keller Fay Group. Some key findings include:
- 90% of conversations occur offline, primarily face-to-face, while only 8% are online. Certain "Conversation Catalysts" have much larger social networks and influence than average.
- Advertising plays a bigger role in driving WOM than people realize. TV ads are the most commonly referenced type of advertising in WOM.
- The internet is most referenced in WOM about products and services, while TV is most referenced for media/entertainment WOM.
- The brands with the most weekly WOM impressions tend to be large advertisers. In
Social TV Viewing, Word of Mouth, and Ad EffectivenessKeller Fay Group
Social TV viewing can have both positive and negative effects on ad effectiveness according to competing models. A 2011 Turner Broadcasting study found that watching NBA playoffs socially and out of home led to more word-of-mouth conversations about advertisers compared to watching alone or at home. Viewers who watched socially at bars, restaurants, or others' homes had the highest levels of conversations about the top spending advertisers. The combination of social viewing and watching out of home produced the greatest engagement and word-of-mouth for advertisers.
1) Marketing and media often spark conversations about brands, with half of brand conversations referring to marketing or media.
2) Positive brand experiences generate more word-of-mouth than negative experiences, with good experiences driving three times as much word-of-mouth according to the data.
3) Emotions like love and enthusiasm for a brand are the topics that trigger the most word-of-mouth sharing about various product categories according to the US data.
This document summarizes research conducted by AT&T, Accenture, and Keller Fay Group on the impact of word-of-mouth (WOM) on sales. The research found that positive WOM mentions and unaided brand awareness are strong drivers of AT&T's gross customer additions. The number of positive WOM mentions proved to be one of the most impactful metrics on sales. Additionally, the research identified attitudinal metrics like customer service that influence WOM. AT&T plans to further leverage WOM data in analytics and make WOM more actionable by influencing conversations.
1) Marketing and media often spark conversations about brands, with half of brand conversations referring to marketing or media.
2) Different categories of products and brands have varying triggers for word-of-mouth conversations, such as personal experiences, advertising, or media content.
3) Positive experiences with brands drive word-of-mouth three times more than negative experiences. Strong, positive emotions in conversations make others most likely to continue sharing the discussion.
This document discusses integrating word-of-mouth (WOM) into media planning. It notes that WOM generates more sales than paid advertising and is a major disruptive force in marketing. While social media are growing platforms for WOM, the vast majority of WOM still occurs offline through traditional channels. The presentation explores opportunities to leverage both traditional and social media to start productive conversations and drive WOM. It also introduces Keller Fay's TalkTrack tool for measuring WOM impressions and conversations around brands across media and categories.
Supercharging the Path to Purchase: Using Word of Mouth to Drive More Consume...Keller Fay Group
1) The study examined how word-of-mouth (WOM) changes throughout the consumer's path to purchase across six industries.
2) It found that WOM plays an increasing role closer to the point of purchase, with 36% of women having conversations during the narrowing or final decision stages.
3) The study also found that advertising plays a bigger role in consumers' decisions than they realize, as conversations about brands closer to purchase referenced things learned from advertising more. Television and internet advertising in particular drove more WOM at all stages compared to other paid media.
Brad Fay of Keller Fay Group presented on word of mouth marketing. Some key points:
1. Keller Fay is a research consultancy focused exclusively on word of mouth marketing. Their TalkTrack methodology measures all forms of word of mouth across many categories.
2. While social media conversations make up 7% of word of mouth, face-to-face interactions still dominate at over 90%. Marketing and traditional media heavily influence word of mouth.
3. Influencers, who make up 8% of the population, engage in twice as much word of mouth on average and their conversations are much more valuable in driving recommendations and sales.
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1. Return on Influence
From Buzz to Buy
Ed Keller Rachel Swanson
CEO Associate Director
Keller Fay Group Consumer Insights
Condé Nast
2. Background
• Marketers are increasingly turning to “word of
mouth marketing” as a strategy to grow brands
– The meteoric rise of social media has propelled an interest
that was already strong
• With rising interest in word of mouth comes new
questions
– WOM matters, but is there a proven link to sales?
– What is the role of media in stimulating word of mouth?
• Traditional media as well as social media
– What is the role of, and the true value of, influencers?
3. Two Starting Points for Our Investigation
1. The Role of Advertising in Word of Mouth
• About 20% of word of mouth is stimulated by
advertising
– About 700 million ad-influenced word of mouth
impressions for brands each day in America
• The effectiveness of word of mouth is
substantially increased when stimulated,
encouraged, and/or supported by advertising
– The presence of advertising in word of mouth
conversation increases the probability by ~ 20% that a
consumer will make a strong recommendation to buy or
try a product
Source: Keller Fay article in Journal of Advertising Research (June ’09):
4. Two Starting Points for Our Investigation
2. The Value of Influencers
• The “reach effect”
– Their word of mouth is 2x – 8x vs. the average
– Makes marketing more efficient, effective
• The “acceleration effect”
– They accelerate product adoption, thereby improving
profitability
• The “amplification effect”
– Advertising messages go further via word of mouth
– Certain media have advantages in reaching influencers
Source: Keller Fay’s TalkTrack®
5. Condé Nast Wanted Answers
to the Following Questions
• How – and how much – does WOM inform
consumer choice?
• What role does media play in stimulating WOM?
• What is the true value of WOM? Can it be
calculated?
7. Methodology: Multiple Data Sources
• Online survey of women magazine readers
– N=1,026 women 25-49, HHI $50,000+
– Screened for readership of at least one of 19 magazines (see next page)
• Unique methodology to interview 230 “peers” of magazine readers
– Friends/family/colleagues with whom members of primary sample had recent word of
mouth conversations
– Email addresses provided by respondents and automatically contacted via email by
Keller Fay for online interview
– “Closes the word of mouth circle” re WOM impact (including sales)
• Nationally representative sample of women ages 25-49, HHI $50k+
– N=4,640
– Drawn from Keller Fay’s TalkTrack®, serves as benchmark group
• Academic consultant: Dr. Barak Libai
– Specializes in economic valuation of consumer social interactions
– Associate Professor of Marketing, Tel Aviv University
9. Female Magazine Readers More
Up-to-Date on New Trends
% of Magazine Readers vs. Total Women Who Closely Follow
Each Category for “What’s New”*
Total Women Magazine Readers Pts. Difference
60%
Household Products
39%
21
60%
Personal Care & Beauty
43% 17
49%
The Home
34% 15
49%
Shopping, Retail & Apparel
42% 7
56%
Food & Dining
51% 5
43%
Children's Products
38% 5
Base: Respondents from TalkTrack®, July 2008 – June 2009, Total Public Females ages 25-49 with
HHI $50K +, n=4,640; Total Panel Sample (Women’s Magazine Readers), n=1,026
*Magazine readers and total public all female aged 25-49 with household income of $50K+
10. Female Magazine Readers:
Give More WOM Advice
% of Magazine Readers vs. Total Women Who Give Advice
in Each Category*
Total Women Magazine Readers Pts. Difference
49%
Household Products
30%
19
49%
Personal Care & Beauty
32% 17
34%
The Home
23% 11
41%
Shopping, Retail & Apparel
32% 9
53%
Food & Dining
47% 6
38%
Children's Products
32% 6
Base: Respondents from TalkTrack®, July 2008 – June 2009, Total Public Females ages 25-49 with
HHI $50K +, n=4,640; Total Panel Sample (Women’s Magazine Readers), n=1,026
*Magazine readers and total public all female aged 25-49 with household income of $50K+
11. Magazines Inform WOM and Are
Important Part of Brand Conversation
Information Mentioned in
Sources Conversations
TV ads 25% 9%
Magazine ads 22% 6%
Online ads 16% 6%
Newspaper ads 12% 5%
Social Media 9% 3%
Direct mail 7% 3%
Direct email/text 6% 2%
Radio ads 4% 1%
Base: Total Panel Sample (Women’s Magazine Readers), n=1,026
*Magazine readers and total public all female aged 25-49 with household income of $50K+
12. Magazine Readers Have Larger Social
Networks
Number of People Communicate with Fairly Often
25
1/3 23.8
more people
18.3
9.6
20
15
6.7
6.0
4.8
10
Aquaintances
Close Friends
8.2
5
6.8 Family
0
Total Women Magazine Readers
Base: Respondents from TalkTrack®, July 2008 – June 2009, Total Public Females ages 25-49 with
HHI $50K +, n=4,640; Total Panel Sample (Women’s Magazine Readers), n=1,026
*Magazine readers and total public all female aged 25-49 with household income of $50K+
13. Magazines Are an Influencer-Rich
Influencers Are Key to WOM
Audience
ENGAGED •Diverse interests
“Influencers”
TRENDSETTING •Early adopters Yet they account
comprise only
for 25% of all
10% of the U.S.
CONNECTED •Large social networks WOM
population
IMPACTFUL •Trusted source of information
Source: TalkTrack®, July 2008 – June 2009, Total US Population 13-69
14. Influencers: Frequent Magazine Readers
Influencers are more frequent readers of magazines of all types.
Total Public Influencers
60%
53%
50%
40%
40% 25% 38%
31% 31%
30%
27% 18% 19%
26% 25% 25%
2-4 Days 12%
13%
a Week 19%
20% 14% 12% 10%
14%
28% 9%
5- 7 Days 10%
18% 20% 21% 19%
a Week 13% 14% 15%
10% 11%
0%
News/Business/ Women’s Lifestyles Sports Men’s
Politics Interests & Celebrity Interests
Base: Respondents (Total, n=1,920; Influencers, n=323)
Source: TalkTrack®, October 30th to November 19th
15. Women’s Magazines Deliver 50% More
“Influential Consumers” than the Norm
% Qualifying as Influencers
20%
15%
18%
10%
5% 12%
0%
Total Women Women's Magazine Readers
(Females 25-49 HHI $50K+) (Females 25-49 HHI $50K+)
Base: TalkTrack®, July 2008 – June 2009, Total Public Females ages 25-49 with HHI $50K+, n=4,640;
Custom Study, Total Panel Sample (Women’s Magazine Readers), n=1,026
16. Influential Readers Talk More
50% more conversations
about products every week than
the average magazine reader
17. …With Far More People
Discussed products Discussed products
with 22 People with 33 People
All Magazine Readers Influential Magazine Readers
18. Influencers Are First to Buy
62% more likely
than the average magazine
reader to be the first to buy
new products and services
20. Calculating the Economic Value of WOM
Economic value of influencers stems from the following
A. Probability of person to be affected by magazines
(Reliance on Magazines)
B. Number of conversations they have about products
(Volume of Conversation)
C. Persuasiveness of readers word of mouth (Credibility & Persuasiveness)
D. Expected profitability of their friends (Profitability)
Reliance on Volume of Credibility & Profitability
Magazines Conversation Persuasiveness
21. Influential Magazine Readers Deliver
More $$’s to the Bottom Line
Reliance on Volume of Credibility & Profitability
Magazines Conversation Persuasiveness
3.8X
more value to marketers
vs. all magazine readers
22. How Does That Translate
to the Bottom Line?
Average
Magazine
Reader
Influential
Magazine
Reader
23. What Drives the Increased WOM Value?
Interviews of “peers” was key to providing first-ever measures of persuasiveness and peer profits.
3.9
Conversations about …
1.8
1.3 1.4 1.2
Consumer Technology
WOM Value
4.1
2.4
1.6
1.1 0.9
Personal Care & Beauty
WOM Value
3.2
1.8
1.3 1.3 1.1
Apparel & Accessories
WOM Value
24. Conclusions
• Word of mouth matters
– Peers report making purchases that are largely tied to the
persuasiveness and credibility of WOM information
• Magazines reach the influencers who drive WOM
– Magazines that have the most influencers deliver the most social
value to advertisers
– Magazines are a key source of the information shared in WOM
• The value of WOM is measureable, and substantial
– A marketing strategy that targets influencers will yield ROI