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All Media are Social - WOMMA UK/IPA

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All Media are Social - WOMMA UK/IPA

  1. 1. All Media Are Social<br />Presentation to WOMMA UK & IPA<br />By Brad Fay<br />London<br />March 4, 2011<br />© 2011 Keller Fay Group LLC<br />@kellerfay<br />Not to be quoted or distributed without written permission<br />
  2. 2. Who We Are<br />Research-based marketing consultancy<br />Exclusive focus on word of mouth<br />Who, what, how and why of WOM<br />Only firm to measure all WOM<br />Independent advice on how marketers & agencies can capitalize <br />RESEARCH EXCELLENCE AWARD WINNER<br />ARF INNOVATION GRAND AWARD WINNER<br />2<br />
  3. 3. The Power of Word of Mouth<br />“The rewards of pursuing excellence in word-of-mouth are huge, and it can deliver a significant competitive edge few other marketing approaches can match”<br />“It’s the most disruptive factor in marketing”<br />“Marketing-induced consumer-to-consumer word of mouth generates more than twice the sales of paid advertising”<br />McKinsey Quarterly, April, 2010<br />3<br />
  4. 4. Social Media Are Exploding<br />4<br />
  5. 5. Word of Mouth Is More than Social Media<br />5<br /> Word of Mouth:<br />The act of consumers providing information to other consumers.<br />Word of Mouth Marketing: <br />Giving people a reason to talk about your products and services, and making it easier for that conversation to take place. It is the art and science of building active, mutually beneficial consumer-to-consumer and consumer-to-marketer communications.<br />For examples of award winning WOM campaigns, go to<br />http://www.womma.org/WOMMY/<br />
  6. 6. What percent of WOM happens on social media, blogs, chat rooms?<br />But is All the Action Really in Social Media?<br />US = 7%<br />Britain = 7%<br />Australia = 7%<br />US = 91%<br />Britain = 92%<br />Australia = 91%<br />Source: TalkTrack®: US, July 2009 – June 2010; Australia, April 2010, Britain, May 2010<br />6<br />
  7. 7. Regardless of Category or Market, Face-to-Face Conversations Dominate <br />7<br />Mode of Conversation<br />Financial Services<br />Technology<br />Beverages<br />Beauty & Personal Care<br />All WOM<br />US<br />US<br />US<br />US<br />US<br />Britain<br />Britain<br />Britain<br />Britain<br />Britain<br />Australia<br />Australia<br />Australia<br />Australia<br />Australia<br />Base: Conversations (US/Britain/Australia Shown: All WOM, n=196,216/16,682/17,653; Beauty, n=9,113/649/634; Beverages, n=16,872/1,630/1,390; Tech, n=15,017/1,203/1,368; Finance, n=10,626/1,063/1,003)<br />Note: Percentages will not add to 100 because “other” not shown.<br />Source: Keller Fay Group’s TalkTrack® US, Britain, and Australia <br />
  8. 8. Keller Fay’s TalkTrack® Methodology<br />Online survey among consumers 13 to 69<br />Participants re-contacted a day later to answer questions about brands talked about during past 24 hours<br />Covers all forms of WOM: Offline + online<br />700 surveys weekly<br />Diary-assisted reporting of a day’s conversations<br />Respondents asked to take notes on conversations in 15 categories over 24 hours<br />Brand/company names collected on open-ended basis<br />Size of database<br />36,000 interviews annually<br />About 350,000 brand mentions per year<br />8<br />
  9. 9. TalkTrack®:A Unique Approach to Measuring WOM<br />9<br />All Forms of WOM<br />U.S. since 2006<br /><ul><li>36,000</li></ul>Interviews per year<br /><ul><li>350,000+</li></ul>Brand conversations<br />International<br /><ul><li>UK - 2010
  10. 10. Australia - 2010</li></ul>All People<br />All Points of View<br />All Categories<br />All Dimensions<br />Media Audiences<br />All Brands<br />
  11. 11. Britain’s WOM Conversation:<br />5 Key Insights Into Word of Mouth Behaviour<br />© 2011 Keller Fay Group LLC<br />@kellerfay<br />Not to be quoted or distributed without written permission<br />
  12. 12. Average Number of Weekly Branded Conversations Per Person<br />Britons Like to Talk<br />In the U.S., the total public engages in 65 weekly branded conversations, on average.<br />Total Public<br />Men<br />Women<br />Base: Respondents (Total Public, n=2,578; Men, n=1,284; Women, n=1,294)<br />Source: TalkTrack® Britain (May 14th – 31st 2010)<br />
  13. 13. % of people having conversations by category in past day<br />They Talk About Many Categories<br />Compared to U.S. consumers, British consumers more conversations in most categories, especially Travel (+24 points), Shopping/Retail (+12), Financial Services (+10), & Technology (+10).<br />Base: Respondents (Total Public, n=2,578)<br />Source: TalkTrack® Britain (May 14th – 31st 2010)<br />12<br />
  14. 14. Which Brands Get the Most WOM?<br />13<br />1.<br />8.<br />6. <br />Two of the top 10 brands in Great Britain are also top 10 U.S. brands: Coca-Cola, #1 and Apple, #7.<br />7.<br />3. <br />4. <br />9.<br />2.<br />5. <br />10. <br />Base: Brand Mentions (n=26,499)<br />Source: TalkTrack® Great Britain (May 14th – 31st, 2010)<br />
  15. 15. 62%of brand references in word of <br /> mouth conversations are “mostly positive” <br /> … Seven times the rate of “mostly negative” references (9%)<br />Implication: Don’t be afraid to engage <br />in the conversation! <br />Word of Mouth Is Mostly Positive<br />Source: TalkTrack®, Britain (May 14th – 31st, 2010)<br />14<br />
  16. 16. More Consistency in Quality of WOM Across Country than Across Category<br />15<br />Mixed<br />Mostly Negative<br />Mostly Positive<br />US<br />All WOM<br />Britain<br />Australia<br />US<br />Beauty & Personal Care<br />Britain<br />Australia<br />US<br />Britain<br />Beverages<br />Australia<br />US<br />Britain<br />Technology<br />Australia<br />US<br />Financial Services<br />Britain<br />Australia<br />Base: Brand Mentions (US/Britain/Australia Shown: All WOM, n=171,152/13,414/14,939; Beauty, n=7,401/574/441; Beverages, n=17,967/1,439/1,247; Tech, n=13,624/1,077/1,125; Finance, n=8,359/917/904)<br />Source: Keller Fay Group’s TalkTrack® US, Britain, and Australia <br />
  17. 17. Media Play a Big Role in Driving WOM<br />16<br /> Half of consumer brand conversations <br /> refer to marketing or media<br />…led by: Internet (15%) <br /> television (13%)<br /> newspapers (5%)<br /> magazines (4%)<br /> direct mail/email (4%)<br />Marketing and media are tools for <br />encouraging WOM! <br />
  18. 18. In All Countries, WOM Tends to be Driven by TV, Point of Sale (POS), & Internet Touch Points<br />(Comparing Countries)<br />Media and Marketing References Cited in WOM<br /> (% of WOM conversations citing media or marketing; top 3 references highlighted)<br />Base: Brand Mentions (US/Britain/Australia Shown: All WOM, n=170,380/13,414/14,939; Beauty, n=7,361/574/441; Beverages, n=17,822/1,439/1,247)<br />*Up to two media/marketing references can be selected so figures will not add to this total row. <br />Source: Keller Fay Group’s TalkTrack®, November 2009 – October 2010<br />17<br />
  19. 19. % of WOM With or Without a Media/Marketing Reference Containing a Recommendation to “Buy/Try” a Brand or Product<br />Active Advocacy More Likely in Conversations That Reference a Brand’s Media/Marketing<br />This is similar to what is seen among U.S. consumers, with brand conversations that reference some form of media or marketing being more likely to contain a positive recommendation (44%) compared to those that do not contain a reference (39%).<br />Base: Brand mentions where someone else provided advice (Media/Marketing Cited in WOM, n=4,008; No Media/Marketing Cited in WOM, n=4,638) <br />Source: TalkTrack® Great Britain (May 14th – 31st 2010)<br />18<br />
  20. 20. How Impactful Is WOM?(% rating WOM highly credible/highly likely to inspire action, “9” or “10” on 0-10 scale)<br />While WOM credibility is similar to what is seen in the U.S., behaviors based on WOM are considerably lower.<br />Base: Brand mentions where someone else provided advice (n=8,646)<br />Source: TalkTrack® Great Britain (May 14th – 31st 2010)<br />19<br />
  21. 21. 8% of population, influencers engage in 2x as much WOM as others<br />Influencer WOM is 3.8x as valuable<br />Influencers are “everyday people”but are distinguished by:<br />Larger than average social networks<br />Keep with what’s new<br />Are sought out for their advice<br />When it Comes to Conversation, Not All Consumers are Created Equal<br />20<br />
  22. 22. Influencers Talk About Twice as Many Brands Per Week<br />Number of weekly brand mentions per person<br />+104%<br />Total Public<br />Conversation Catalysts<br />Base: Respondents (Total Public, n=2,578; Conversation Catalysts™, n=213)<br />Source: TalkTrack® Britain (May 14th – 31st 2010)<br />21<br />
  23. 23. % of Category Conversation Catalysts™ among the total public<br />British Consumers are Catalysts in a Number of Product Categories<br />Base: Respondents (Total Public, n=2,578)<br />Source: TalkTrack® Britain (May 14th – 31st 2010)<br />22<br />
  24. 24. Time Spent Consuming Media in an Average Day<br />23<br />
  25. 25. Receptiveness to Advertising Compared to All Adults<br />24<br />
  26. 26. Correspondence Map of Category Catalysts (Red) v. Media Usage/General Activities (Green)<br />25<br />
  27. 27. Targeting Media to Deliver Category Catalysts<br />26<br />
  28. 28. Does WOM Displace Advertising?<br /><ul><li>This is the 2005 perspective.</li></ul>27<br />
  29. 29. The End of Advertising?<br />“As 30-Second Spot Fades, What Advertisers Will Do Next” <br />WSJ, 2006<br />“In Memorium: The 30 Second TV Spot?”<br />Blog post, 2007<br /><ul><li>“The death of the 30-second TV commercial: Devices like the new Apple TV box and digital video recorders from TiVo, Motorola and Cisco could help bring an end to the traditional TV ad.”</li></ul> - CNN/Money, 2007<br />28<br />
  30. 30. Word <br />Of<br />Mouth<br />Advertising<br />What We Know Now<br />29<br />
  31. 31. Keller Fay Finds About One-Fifth of WOM Directly Stimulated by Ads<br />Chart reflects percentage of conversations about brands where participants say somebody directly referred to advertising as a source of brand information in the conversations<br />Not included are conversations influenced by advertising that was unmentioned by any conversation participant<br />Base: Brand Conversations Influenced by Advertising, n=32,496 <br />Source: TalkTrack®, October 2007 through September 2008 <br />30<br />30<br />
  32. 32. Multiple Touchpoints Contribute to WOM<br />(Top 10 touch-points shown; % of word-of-mouth driven by media/marketing)<br />Base: Brand conversations across all categories (n=165,352)<br />Source: TalkTrack®, January – December 2010<br />31<br />
  33. 33. The “two-step flow” (1955)<br />“Media have only ‘limited effects’ in the process of mass persuasion”<br />“ ‘Selectivity’ in exposure and perception used by individuals to ‘protect’ pre-existing cognitive structures”<br />“A campaign of persuasion is more likely to reinforce than convert”<br />“Messages are filtered through social networks and vetted in the light of group norms”<br />“Where you find an opinion leader, you are bound to find a conversation”<br />“Try to identify the points at which media enter the conversation”<br />Re-thinking How Mass Communication Works<br />32<br />
  34. 34. All media are “social” <br />Implication<br />33<br />And so are we….<br />
  35. 35. 34<br />The Power of People<br />Enabled by Technology<br />
  36. 36. Keller Fay Group<br />Keller Fay Group<br />65 Church Street, 3rdFloor<br />New Brunswick, NJ 08901<br />+1-732.846.6800 (Tel)<br />+1-732.846.6900 (Fax)<br />www.facebook.com/Kellerfay<br />Twitter: @kellerfay<br />Brad Fay bfay@kellerfay.com<br />Andrew Smith asmith@kellerfay.com<br />35<br />
  37. 37. The Keller Fay Group<br />Bringing best-in-class tools to word of mouth strategy and measurement<br />© 2011 Keller Fay Group LLC<br />Not to be quoted or distributed without written permission<br />