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.

2. How Social Are Social
Media Audiences, Really?
Brad Fay Lauren Hadley
COO Associate Research Director
Keller Fay Group LLC Starcom

3. Social Media Are Exploding &
Advertisers Are Eager to Take Advantage

4. But What Social Behaviors Generate
Meaningful Consumer and Brand Experiences?
Value exchange Participate in The FourCs™ are
with people the conversation SMG’s proprietary
framework for
designing
meaningful
experiences
The audience Tell and between people and
powered or
curated by the
extend the
brand story
our client’s brands
brand

5. How Can We Construct Meaningful
Experiences That Stimulate Conversations?
Utilize social listening tools to:
• Understand the role of conversation in creating
and amplifying brand consideration
• Measure the impact of campaigns and continually
improve the human experience

6. Audience Value of
“Social Networking Online”

7. Today’s Data Source:
Keller Fay’s TalkTrack®
• Online survey among consumers 13 to 69
– Participants re-contacted a day later to answer questions about brands
talked about during past 24 hours
– Covers all forms of WOM: Offline + online
– 700 surveys weekly
• Diary-assisted reporting of a day’s conversations
– Respondents asked to take notes on conversations in 15 categories
over 24 hours
– Brand/company names collected on open-ended basis
• Size of database
– 36,000 interviews annually
– About 350,000 brand mentions per year

8. TalkTrack®:
A Unique Approach to Measuring WOM
All Forms of WOM
All Points of View U.S. since 2006
All People
• 36,000
Interviews per year
• 350,000+
Brand conversations
All Categories International All Dimensions
• UK - 2010
• Australia - 2010
All Brands Media Audiences

9. Facebook & Twitter Users Have Larger
“Offline” Social Networks
Compared to the national average, Facebook (+11%)
and Twitter (+28%) have larger social networks
Total Public Facebook Audience Twitter Audience
Total Network: 16.2 Total Network: 18.0 Total Network: 20.8
6.2 5.2 6.7 6.0 7.5 7.1
4.8 5.3 6.2
Family Acquaintances Friends
Source: Keller Fay TalkTrack®, January – December 2010

10. Facebook & Especially Twitter Users
Recommend More, in All Categories
(% of respondents who give advice in each category)
Total Public Facebook Audience Twitter Audience
38% 44%
Food & Dining 47%
28% 33%
Media & Entertainment 44%
27% 32%
Technology 45%
26% 31%
Shopping/Retail & Apparel 38%
26% 30%
Beverages 37%
23% 26%
Sports/Recreation & Hobbies 32%
23%
Health & Healthcare 25%
27%
22%
27%
Personal Care & Beauty 34%
21%
Automotive 21%
25%
20% 23%
Household Products 24%
19%
Children's Products 22%
21%
18%
The Home 19%
18% 21%
Financial Services 18%
22%
16% 19%
Telecom 26%
13%
Travel Services 14%
19%
Source: Keller Fay’s TalkTrack®, January – December 2010

11. Facebook & Twitter Users
Talk About More Brands
(Average number of weekly brand mentions)
Weekly Brand Mentions
100
78
65
Total Public Facebook Audience Twitter Audience
Source: Keller Fay’s TalkTrack®, January – December 2010

12. “Traditional” Media Also
Offer “Social Value”

13. Where WOM Happens
What percent of WOM happens on social
media, blogs, chatrooms?
Online, 8%
Base: Brand conversations across all categories (n=194,528)
Source: TalkTrack®, January – December 2010

14. Multiple Touchpoints Contribute to WOM
(Top 10 touch points shown; % of word of mouth conversations
driven by media/marketing)
Television Advertisement 8.5%
Television Program 5.6%
In Store Display/Video 4.2%
Coupon/Circular 3.8%
Company Website 3.4%
Internet Advertisement 2.6%
Product Package 2.6%
Newspaper Advertisement 2.4%
Product Sample 2.1%
Sports/Concert/Theater Event 1.7%
Base: Brand conversations across all categories (n=165,352)
Source: TalkTrack®, January – December 2010

15. How Do Traditional Media Stack Up?
• TalkTrack® identifies over 100 media audiences
– Print
– Internet
– TV Channels
• We can evaluate each audience against total public
in terms of various forms of “social value”
– How much do they talk about brands?
– How large are their social networks?
– How many are “influencers”?
Some of the answers will surprise you!

16. These Audiences Have the
Largest Social Networks
(Average number of people –friends, relatives, acquaintances—
communicate with “fairly often”; top 10 media audiences of 113 shown)
WSJ.com 27.3
WashingtonPost.com 24.6
Vogue 23.9
Wall Street Journal 23.9
Newsweek 23.4
NYTimes.com 23.4
Southern Living 23.2
iVillage.com 23.0
Disney.go.com 23.0
NBC.com 23.0
Source: Keller Fay’s TalkTrack®, January – December 2010

17. These Audiences Are the Most Engaged in
Making Recommendations
(% of respondents who give advice regularly, indexed to total public;
top 10 of 113 media audiences)
Automotive Beauty
Car and Driver 257 Vogue 255
Men’s Health 193 Glamour 230
WSJ.com 180 iVillage.com 226
Go.com 176 Cosmopolitan 217
Sports Illustrated 173 Parenting 208
CNET.com 171 O, The Oprah Magazine 201
Rolling Stone 171 Us Weekly 194
FoxSports.com 170 Martha Stewart Living 194
National Geographic 169 People.com 193
Wall Street Journal 169 Star 191
Source: Keller Fay’s TalkTrack®, January – December 2010

18. These Audiences Have the Most
Weekly Brand Mentions
(Average number of brand mentions per week, top 10 of 113 media
audiences shown)
Vogue 128
WSJ.com 124
Disney.go.com 119
Us Weekly 119
New York Times 119
NBA.com 118
Wall Street Journal 118
USAToday.com 117
Southern Living 117
USA Today 116
Source: Keller Fay’s TalkTrack®, January – December 2010

19. These Audiences Have the
Most Influencers
(% of Conversation Catalysts™ in audience, indexed to total public;
top 10 of 113 media audiences shown)
Conversation Catalysts™
WSJ.com 330
Wall Street Journal 306
WashingtonPost.com 299
iVillage.com 296
NYTimes.com 287
USAToday.com 284
Vogue 282
Southern Living 281
National Geographic 278
New York Times 273
Source: Keller Fay’s TalkTrack®, January – December 2010

20. These Audiences Have the Most
Category-Specific Influencers
(% of Category Catalysts in audience, indexed to total public;
top 10 of 113 media audiences shown)
Food & Dining Financial Services
iVillage.com 262 WSJ.com 692
Southern Living 256 Wall Street Journal 481
NYTimes.com 245 NYTimes.com 507
Martha Stewart Living 242 WashingtonPost.com 374
Vogue 237 Newsweek 372
WSJ.com 234 USAToday.com 371
People.com 230 Southern Living 365
Parenting 223 Men’s Health 351
O, The Oprah Magazine 223 Go.com 336
National Geographic 222 Time 325
Source: Keller Fay’s TalkTrack®, January – December 2010

21. Constructing Meaningful Experiences &
Generating Conversation – SMG Coke Case Study

22. Implications
• Consumer decision making is fundamentally “social”
– Consumers value most the advice they get from other people, and are
highly engaged in seeking recommendations
– It is part of what makes us human, and it’s always been an important part
of how mass communications work
• All media are social
– A wide variety of media are able to reach “social” consumers
– Look for audiences with lots of social relationships—offline
as well as online
– Audiences containing more “influencers” have the most social value
– By all means, use “social media” but integrate these efforts into broader
strategies for media, marketing, and advertising

23. Thank You!
Brad Fay Lauren Hadley
bfay@kellerfay.com lauren.hadley@starcomworldwide.com
Facebook.com/kellerfay
Twitter.com/kellerfay