WOMBAT 2007 : Ed Keller, Keller Fay Group and David Shiffman, MediaVest looked at how you can integrate WOM into your traditional advertising mix.

1. How to Integrate Word of
Mouth into Your Advertising
Plans
Brad Fay, COO, Keller Fay Group
David Shiffman, VP Research Director, Mediavest
© 2007 Keller Fay Group & MediaVest

2. There’s a Lot of WOM Today
3.5 billion word of
mouth conversations
each day in America
Source: Keller Fay Group’s TalkTrack™
Slide 2

3. An Erosion of Trust
“I can trust well-known long established
companies to make safe durable products
without the government setting industry
standards”
1999 2006
71% 63%
Source: Yankelovich Monitor, 2005-06
Slide 3

4. Word of Mouth Is Gaining over Advertising
(Effectiveness Through Time)
Index to All Communications Contacts
150
WOM
140
130
120
TV Advertising
110
100
2002 2003 2004 2005 2006
Source: SMG/100+ MCA Studies
Slide 4

5. Word of Mouth Rising
The same trends decreasing the influence of traditional
marketing are increasing the power and salience of Word of
Mouth
Tra
dit
of
i on
rd
Ma al
Wo th
rke
tin u
Mo
g
Power
Declining trust / Increased clutter, emerging technology,
fragmentation.
Slide 5

6. Conversation is Re-Taking the Throne
in the Social Order
Social Marketplace
2000
Mass
Marketing 1950
Age
Social Marketplace
YR1
Slide 6
Human History

7. Global Brands Are Now
Built on Word of Mouth
Slide 7

8. But WOM and Advertising Are Not in Opposition
Slide 8

9. Advertising is a Key Driver of WOM
(% of Conversational Brand Mentions Referring to Marcoms)
Keller Fay’s TalkTrack™
No Media/Marketing Advertising
Referenced 17%
50%
Editorial/Programs
11%
Websites
(Company/Other)
Other* 4%
Promotion
1%
6%
Point of Sale
Direct mail/emailing
6%
3%
Slide 9

10. Authentic Customer-Based WOM is Most Effective
People on the “receiving side” of WOM are more impressed
by advice given by a true customer of the brand
(9 or 10 rating on a 0-10 scale)
56%
53%
52%
43%
39%
35% 34%
33%
27% 27%
Credibility/Believability Likely to Pass Along to Likely to Seek Out Likely to Purchase Recommendation to
of What Was Heard Others Information "Buy it or Try it"
Customer Non Customer
Base: Brand mentions where someone else provided advice (Customers, n=16,605; Non Customers, n=3,747)
*Figures represent percentage scoring a 9/10 on a 0 to 10 scale.
Slide 10

11. But Customers Are More Apt to Recommend
When Exposed to Marketing Communications
Advertising gives customers the motivation and language for making
recommendations
47%
Among Those With Customer Experience
40%
32%
28%
21%
19%
7%
6%
Buy it or try it Consider it Avoid it No Specific
Recommendation Made
Marketing/Advertising Cited No Marketing/Advertising Cited
Base: Brand mentions where someone else provided advice among those
with customer experience (Mktg/Ad Referenced, n=7,195; No Mktg/Ad, n=9,410)
Slide 11

12. MediaVest’s Approach to Word of Mouth
• Challenge the Mass Marketing Age message dispersion
model
• Provide clients with effective ‘go to’ marketing
strategies
• Partner with others who are leading the industry
Slide 12

13. A Game Changing Model Based on New
Realities
Slide 13

14. Leveraging trust and credible word of mouth
Slide 14

15. Three Rules
Identify & Engage
Influencers
Inspire & Reward
Advocacy
Net Positive Conversations
Measure &
Learn
Slide 15

16. Measuring and Mastering
Your Word of Mouth
• The new charge for communications companies
like Starcom MediaVest: Promote the spread of
brand advocacy
WOM is now the metric by which
communications success is measured
• WOM is measurable:
Need to measure both offline (90% of WOM)
plus online
Need total population sample
Audience/receiver perspective, as well as
“speakers”
Linkages to inputs and outputs
• Measure and motivate WOM to grow your brand!
Slide 16

17. 2007 Super Bowl Advertisers
Many advertisers claim that “word of
mouth” justifies outrageous costs for
advertising during the Super Bowl.
So how did the 2007 Super Bowl
Advertisers do in generating WOM?
© 2007 Keller Fay Group & MediaVest

18. MediaVest Super Bowl Study
• MediaVest sponsored a special pre/post Super Bowl
study through Keller Fay Group
Goal was to test the proposition that Super Bowl
advertising has high WOM value
• Methodology
Rely on full month of TalkTrack™ data prior to Super
Bowl Broadcast
- 3,513 interviews in January 2007
- 55,850 conversational brand mentions
Tripled usual sample for week following Super Bowl
- 2,175 interviews versus usual sample of 700
- 22,741 conversational brand mentions
- Provided reliable sample size for pre/post analysis
Slide 18

19. Keller Fay’s TalkTrack™
• Launched in April 2006
• Diary-assisted reporting of conversations over 24 hours
Respondents recruited to take notes on conversations in 16 “marketing
relevant” categories over next 24 hours
Re-contacted a day later to answer standardized questions about
brands/companies talked about during past 24 hours
Brand/company names collected on open ended basis
• Continuous online survey with nationally representative
sample of consumers, ages 13 to 69
Sample drawn from several of largest online consumer panels
Demographically balanced to US Census
• Sample sizes
700 respondents per week; 3,000 per month
Yielding 8,000 conversational brand mentions week; 36,000 per month
Slide 19

20. WOM Dynamics Collected
• Brand Level
Polarity: Positive, negative, mixed neutral opinions
Recommending: Buy, consider, avoid
Content: What was said
Credibility & Intended actions
Influences: Customer Experience, Media/marketing
Sender vs. Receivers
• Conversation Level
Mode: face to face, phone, online
Venue: home, work, school, in-store, in-transit, etc.
Participants: Who & how many
Slide 20

21. Post-Game Analysis:
Super Bowl Advertisers* Gain in WOM
• Among all Americans 13 to 69, the Super Bowl advertisers earned 5.4% of all consumer word of
mouth the month prior to the event, and 6.2% of all WOM the week afterwards, an increase of 15%.
• This increase translates into a projected increase of 22 million daily brand mentions for Super Bowl
advertisers the week following the game.
Projected Increase in Super Bowl Advertiser WOM
Percentage Increase in Super Bowl Advertiser WOM
(Projections in Millions of Daily Brand Mentions)
+15%
+22 Million 170.4
6.2%
148.4
5.4%
Total public Total public
Pre Super Bowl Post Super Bowl Pre Super Bowl Post Super Bowl
*Throughout this report, Super Bowl advertisers are those listed as major advertisers by USA Today or Advertising Age, with the exception of movies, CBS
promos, non-profits, and a few low word of mouth brands that constituted just 9 mentions among 22,741 in the post wave study.
Base for Chart: All conversational brand mentions: Pre-wave = 55,850; Post-wave = 22,741.
Source: TalkTrack™, January 1, to February 11, 2007
NOTE: Projections are based on the average brand mentions, per person. The total population figure was based on census data.
Slide 21

22. Post-Game Analysis by Gender:
Super Bowl Advertisers Gain in WOM
• The increase was primarily among men, who were often the principal target of advertisers. Their
WOM about Super Bowl advertisers increased by 23%, from 6.0% of all WOM to 7.4%.
8%
7.4%
+23%
7%
+8%
6.0%
6%
5.4%
5.0%
5%
4%
3%
2%
1%
0%
Men Women
Pre Super Bow l Post Super Bow l
Base for Chart: All conversational brand mentions: Pre-wave = 55,850; Post-wave = 22,741.
Source: TalkTrack™, January 1, to February 11, 2007
Slide 22

23. Post-Game Analysis for Males:
Advertisers Gain WOM
Among Young Males
• Super Bowl advertisers got a double digit lift among males of all ages, but the biggest increases
were for men 21 to 34 (+28%) and 35 to 49 (+29%).
9%
8.2%
8% +17% 7.6% +28%
7.2%
+29% +10%
7% 6.6%
6.5% 6.4%
6.0%
6% 5.6%
5%
4%
3%
2%
1%
0%
Age 13 to 20 Age 21-34 Age 35-49 Age 50-69
Pre Super Bow l Post Super Bow l
Base for Chart: All conversational brand mentions: Pre-wave = 55,850; Post-wave = 22,741.
Source: TalkTrack™, January 1, to February 11, 2007
Slide 23

24. Slight Positive Change in “Polarity” of WOM
about Super Bowl Advertisers
• Word of mouth about Super Bowl advertisers was much more positive (61%) than negative (10%)
before the game, and this ratio improved slightly after the game (63% to 8%).
• A modest increase in positive WOM about Super Bowl advertisers among all males was evident
following the game.
Negative Mixed Positive
-17% 61%
Total public: Pre Game -10%
Total public: Post Game -8% -18% 63%
-11% -17% 62%
Males: Pre Game
Males: Post Game -9% -18% 66%
-9% -17% 59%
Females: Pre Game
Females: Post Game
-7% -17% 61%
Base for Chart: Brand Conversations (Total: Pre-wave, n=1,387; Post-wave, n=761; Men: Pre-wave, n=715; Post-wave, n=370;
Women: Pre-wave, n=672; Post-wave, n=391)
Source: TalkTrack™, January 1, to February 11, 2007
Slide 24

25. Super Bowl Advertisers’ WOM
Linked to Television Ads
• People talking about the Super Bowl Advertisers’ brands were 55% more likely after the game to
refer to the advertisers’ TV commercials than before the game.
• Although many advertisers included an Internet component to their Super Bowl strategy, there
was no increase in Internet references in WOM about these brands.
25.0%
20.0%
15.0%
+55%
15.0%
9.7%
10.0% -9%
6.9%
6.3%
5.0%
0.0%
TV Ads Internet Ads, Web sites, Blogs, etc.
Pre Game Post Game
Base for Chart: All conversational brand mentions, Total: Pre-wave, n=1,387; Post-wave, n=761
Source: TalkTrack™, January 1, to February 11, 2007
Slide 25

26. Advertisers’ WOM Very Likely to Lead to
Purchase and WOM Pass Along After Game
• As WOM grows for Super Bowl Advertisers after the game, the chance of conversations leading
to purchase or pass along held steady.
Pre Game Post Game
Figures Represent Those Scoring “9” or “10” on a 0-10 scale
48.8% 48.1%
46.1%
46.0%
Likely to Pass Along to Others Likely to Purchase
Base for Chart: Brand Conversations (Total: Pre-wave, n=1,387; Post-wave, n=761)
Source: TalkTrack™, January 1, to February 11, 2007
Slide 26

27. But, Super Bowl “Lift” Somewhat Short Lived
• On the Monday following the game, WOM increased by almost 2 percentage points, or more than
one-third. Super Bowl talk declined in the following days, but remained strong without major
slippage until exactly one week after the game when talk fell to the pre-game WOM level.
8%
7.3%
7%
6.5% 6.5%
6.1%
6% 6.0%
5.5%
5.2%
5%
Pre-Super Bowl WOM Level
4%
3%
2%
1%
0%
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Pre Game Post Game
Base for Chart: All conversational brand mentions: Pre-wave = 55,850; Post-wave = 22,741.
Source: TalkTrack™, January 1, to February 11, 2007
Slide 27

28. So Which Super Bowl
Advertisers Earned the Most
WOM?
© 2007 Keller Fay Group & MediaVest

29. The Super Bowl’s Biggest WOM Brands
Projected Super Bowl Advertiser WOM
• Coca-Cola, Bud Light, Taco Bell and Honda enjoyed the highest projected
increase of post Super Bowl word of mouth.
Brands are Ranked by Pre Super Bowl Advertiser WOM
+9.0M
(Projections in Millions of Daily Brand Mentions)
42.0
33.0 Pre Super Bow l Post Super Bow l
+2.2M
11.8
+1.7M +1.4M +2.4M
9.6
8.2 +2.5M
8.0 7.4
6.3 6.0 5.8 +1.8M
5.2
2.7 1.9
0.1
Coca-Cola Honda NFL Budw eiser Taco Bell Bud Light Snickers
NOTE: Projections are based on the average brand mentions, per person. The total population figure was based on census data.
Source: TalkTrack™, January 1, to February 11, 2007
Slide 29

30. Lessons for WOM Advertising
• WOM and advertising can work together
Advertising is cited frequently in WOM conversations
Advertising also can play an indirect or subconscious
role in our daily conversations
• Advertising works best for WOM when…
Aimed at influencers
Uses consumer-speak, not marketing-speak
Uses portable “talk-bytes”
• Impact May be more likely to last when….
Message supports brand’s basic value proposition
• Advertisers Should Re-think advertising objectives
Aim for current customers
Give them the language and motivation to recommend
Slide 30