The Face-to-Face Book emphasizes the enduring significance of in-person conversations for marketing, revealing that over 90% of consumer discussions take place offline, despite the rise of social media. Based on extensive research by the Keller Fay Group, it highlights the value of word of mouth and the ways large companies successfully integrate it into their marketing strategies. The document provides insights into the dynamics of consumer conversations and their correlation with advertising and media influences.

1. The Face-to-Face Book
UK Version
Summary Data Slides
May be used for non-commercial purposes with
attribution to The Face-to-Face Book and The Keller Fay
Group
Prepared by
Ed Keller, CEO
Brad Fay, COO
Steve Thomson, UK MD
© 2012 Keller Fay Group

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 countries
www.kellerfay.com 2

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
www.kellerfay.com.
Join our Network:
www.facebook.com/kellerfay
www.twitter.com/kellerfay
www.slideshare.net/kellerfay/
www.linkedin.com/company/keller-fay-group
CONTACT: Steve Thomson, sthomson@kellerfay.com, +44 7769 289590
www.kellerfay.com 3

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…………...page 21
www.kellerfay.com 4

5. WOM Overview Stats
WOM Stats
www.kellerfay.com 5

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 Other
Social 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
www.kellerfay.com 6

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
www.kellerfay.com 7

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, 2012
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9. 2 Out of 3 Conversations are Positive
Research from Keller Fay
Group’s TalkTrack® shows
only 8% of WOM Polarity of Word of Mouth
conversations 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
www.kellerfay.com 9

10. Information from Positive Conversations is More Likely
to 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
www.kellerfay.com 10

11. Conversation Catalysts®
WOM Stats
www.kellerfay.com 11

12. The Size of the Real World Social Network of
Conversation 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
www.kellerfay.com 12

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 be
engaged 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 2012
www.kellerfay.com 13

14. Advertising and WOM
WOM Stats
www.kellerfay.com 14

15. Advertising Plays a Bigger Role Than People Think (Or Say)
What Consumers Say What Consumers Do
Consumers say they rely on advertising to learn about products, but …But in fact, the closer they get to a decision the more they
claim 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
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16. Over Half of Brand WOM References
Media or Marketing Activity
Percentage of WOM Citing Media/Marketing Elements
Ads are talked about most
frequently 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 word
of 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
www.kellerfay.com 16

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 2.6
that 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 2012
www.kellerfay.com 17

18. The Internet and WOM
WOM Stats
www.kellerfay.com 18

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
www.kellerfay.com 19

20. Internet is Most Important Source of Content
Before, During, and Especially After a Conversation
Percentage 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
www.kellerfay.com 20

21. Brands and WOM
WOM Stats
www.kellerfay.com 21

22. The Most Talked-About Brands are Widely-Advertised, and
are 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
www.kellerfay.com 22

23. TV Ads and Programs are Top-Referenced Media
Sources in Brand Conversations
Percentage 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
www.kellerfay.com 23

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 Pepsi
online 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
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