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Facebook & Keller Fay: Where Social TV Meets Word-of-Mouth, ARF RE:THINK 2014

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Keller Fay Group
Keller 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.

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@The_ARF #ARFRETHINK14 Total TV Chatter: Social TV Meets Word-of-Mouth Brad Fay COO Keller Fay Group Eurry Kim Researcher Facebook Patrick Kemp Marketing Effectiveness Researcher Facebook Matt Phillips Account Director Keller Fay Group
Facebook & Keller Fay Where Social Chatter Meets Word of Mouth
True Detective
Measuring Social TV on Facebook
Public information about TV shows is leveraged to classify content on Facebook
People can declare on Facebook that they are watching a TV show
People make ample use of #s to amplify and classify their own content
Measuring Social TV Offline
Keller Fay Group’s method of measuring all WOM • Keller Fay Group’s TalkTrack®, a continuous, national syndicated survey measuring word of mouth in all forms – face-to-face, phone, and online. • Involves 36,000 consumers annually, yielding approximately 360,000 mentions of brands spread evenly through the year. • Respondents representative of US population aged 13 to 69; they use diary to track brand conversations, then complete online survey to gather information about conversations. Face-to-Face 76% Phone 13% Online 9% Other 2% Mode of Conversations Across All Categories
Over half of Americans talk about media/entertainment at least once per day 57% 51% 45% 40% 39% 38% 33% 32% 31% 26% 25% 25% 24% 19% 14% Food/Dining Media/Entertainment Beverages Sports/Recreation/Hobbies Technology Retail/Apparel Health/Healthcare Telecommunications Automotive The Home Personal Care/Beauty Financial Household Products Travel Services Children % of People Having at Least 1 Daily Conversation in Category © 2014 Keller Fay Group, Source: TalkTrack® 2013 TV 54% Movies 23% Online Media 9% Other 15%
TV show WOM peaked at beginning of 2013 fall TV season 0% 1% 2% 3% 4% 5% % of All Brand Mentions (Rolling 4 Week Avg.) TV Shows TV Networks Mid-season premieres/ finales of The Walking Dead, Duck Dynasty, The Bachelor and The Bible Period of Analysis © 2014 Keller Fay Group, Source: TalkTrack® 2012 - 2013 2012 Fall premieres 2013 Fall premieres
Top 10 Shows Source: Keller Fay TalkShare, Facebook 2013
Rank correlation of shows as measured by Keller Fay and Facebook
The Reality of Social TV Chatter Of those who engage in Social TV chatter, most talk about reality TV Source: Keller Fay TalkShare, Facebook 2013
Women engage in more social TV chatter Consistent across Facebook and offline Source: Keller Fay TalkShare, Facebook 2013
Online Social TV Chatter is Younger Word of mouth conversations capture older demographics Source: Keller Fay TalkShare, Facebook 2013
Glee Source: Keller Fay TalkShare, Facebook 2013
Glee Source: Keller Fay TalkShare, Facebook 2013
Glee Facebook Chatter
Dancing with the Stars Source: Keller Fay TalkShare, Facebook 2013
Dancing with the Stars Source: Keller Fay TalkShare, Facebook 2013
The Big Bang Theory Source: Keller Fay TalkShare, Facebook 2013
The Big Bang Theory Source: Keller Fay TalkShare, Facebook 2013
Scandal Source: Keller Fay TalkShare, Facebook 2013
Scandal Source: Keller Fay TalkShare, Facebook 2013
Scandal Facebook Chatter
Key Points • TV is highly social, online and offline • Online and offline show similarities • Differences are instructive • Demographics • Genre • High-interest episodes • Value in integrating online/offline insights
Continue the conversation… > @kellerfay > @eurryPlot > @The_ARF > #ARFRETHINK14 > Talk to us face-to-face
@The_ARF #ARFRETHINK14

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Facebook & Keller Fay: Where Social TV Meets Word-of-Mouth, ARF RE:THINK 2014

  • 1. @The_ARF #ARFRETHINK14 Total TV Chatter: Social TV Meets Word-of-Mouth Brad Fay COO Keller Fay Group Eurry Kim Researcher Facebook Patrick Kemp Marketing Effectiveness Researcher Facebook Matt Phillips Account Director Keller Fay Group
  • 2. Facebook & Keller Fay Where Social Chatter Meets Word of Mouth
  • 4. Measuring Social TV on Facebook
  • 5. Public information about TV shows is leveraged to classify content on Facebook
  • 6. People can declare on Facebook that they are watching a TV show
  • 7. People make ample use of #s to amplify and classify their own content
  • 9. Keller Fay Group’s method of measuring all WOM • Keller Fay Group’s TalkTrack®, a continuous, national syndicated survey measuring word of mouth in all forms – face-to-face, phone, and online. • Involves 36,000 consumers annually, yielding approximately 360,000 mentions of brands spread evenly through the year. • Respondents representative of US population aged 13 to 69; they use diary to track brand conversations, then complete online survey to gather information about conversations. Face-to-Face 76% Phone 13% Online 9% Other 2% Mode of Conversations Across All Categories
  • 10. Over half of Americans talk about media/entertainment at least once per day 57% 51% 45% 40% 39% 38% 33% 32% 31% 26% 25% 25% 24% 19% 14% Food/Dining Media/Entertainment Beverages Sports/Recreation/Hobbies Technology Retail/Apparel Health/Healthcare Telecommunications Automotive The Home Personal Care/Beauty Financial Household Products Travel Services Children % of People Having at Least 1 Daily Conversation in Category © 2014 Keller Fay Group, Source: TalkTrack® 2013 TV 54% Movies 23% Online Media 9% Other 15%
  • 11. TV show WOM peaked at beginning of 2013 fall TV season 0% 1% 2% 3% 4% 5% % of All Brand Mentions (Rolling 4 Week Avg.) TV Shows TV Networks Mid-season premieres/ finales of The Walking Dead, Duck Dynasty, The Bachelor and The Bible Period of Analysis © 2014 Keller Fay Group, Source: TalkTrack® 2012 - 2013 2012 Fall premieres 2013 Fall premieres
  • 12. Top 10 Shows Source: Keller Fay TalkShare, Facebook 2013
  • 13. Rank correlation of shows as measured by Keller Fay and Facebook
  • 14. The Reality of Social TV Chatter Of those who engage in Social TV chatter, most talk about reality TV Source: Keller Fay TalkShare, Facebook 2013
  • 15. Women engage in more social TV chatter Consistent across Facebook and offline Source: Keller Fay TalkShare, Facebook 2013
  • 16. Online Social TV Chatter is Younger Word of mouth conversations capture older demographics Source: Keller Fay TalkShare, Facebook 2013
  • 17. Glee Source: Keller Fay TalkShare, Facebook 2013
  • 18. Glee Source: Keller Fay TalkShare, Facebook 2013
  • 20. Dancing with the Stars Source: Keller Fay TalkShare, Facebook 2013
  • 21. Dancing with the Stars Source: Keller Fay TalkShare, Facebook 2013
  • 22. The Big Bang Theory Source: Keller Fay TalkShare, Facebook 2013
  • 23. The Big Bang Theory Source: Keller Fay TalkShare, Facebook 2013
  • 24. Scandal Source: Keller Fay TalkShare, Facebook 2013
  • 25. Scandal Source: Keller Fay TalkShare, Facebook 2013
  • 27. Key Points • TV is highly social, online and offline • Online and offline show similarities • Differences are instructive • Demographics • Genre • High-interest episodes • Value in integrating online/offline insights
  • 28. Continue the conversation… > @kellerfay > @eurryPlot > @The_ARF > #ARFRETHINK14 > Talk to us face-to-face