1) Consumers communicate both online and offline across various contexts that are important for marketers. All media can be considered social media if planned properly to target consumers during social interactions. 2) Research shows that adults often communicate with others simultaneously while consuming media. Certain demographics, like young singles, display more online social behavior while consuming media like TV. 3) Targeting young singles during weekday evenings when watching TV dramas provides opportunities to reach influential consumers during peak social media consumption.

1. All Media Are Social
Contextual Media Planning
David Shiffman Kevin Moeller Brad Fay
SVP Executive Director COO
MediaVest Media Behavior Institute Keller Fay Group

2. Introduction
 Consumers communicate Online & Offline across various “contextual
environments” that are important to marketers.
– Media consumption helps drive Online & Offline Communication
 Keller Fay / USA TouchPoints Fusion
– Implications of targeting relevant consumers when social interaction takes place
can turn any media into a social media.
 A social strategy needn’t rely on online “social media.”
All media are social, if you plan for it properly.

3. USA TouchPoints
We create a rich,
multi-dimensional view
of the consumer that
generates insights and
drives relevance

4. Starting With A Simple, Powerful App
Location Activities Social Setting Media Emotions

5. And a High Quality Study
… Nested Within GfK MRI’s Survey of the American Consumer
GfK MRI Respondents
✔
USA
TouchPoints
National probability Performance rates Ascribed to MRI’s latest
sample of 2,000 adults checked, compliance 21,000+ respondents
18-64 withdrawn from ensured
GfK MRI sample

6. 2,000 People, 20,000 Days,
480,000 Hours of American Life
20 Locations 23 Activities
8 Mega Media 17 Emotional
Categories Mindsets
10 Social 33 Internet
Settings Site Types

7. Keller Fay Group
 The first research-based marketing
consultancy focused on word of mouth
Ed Keller:
Author of The Influentials & Past President of
Word of Mouth Marketing Association
Brad Fay:
Winner, Grand Innovation Award of Advertising
Research Foundation; WOMMA board member
 At the center of WOM Marketing
– Only firm to measure all WOM
 Offline + Online
– New in 2012: The Face-to-Face Book
7

8. TalkTrack® Methodology
 Data collected through an online survey
– Sample drawn from several of largest online consumer panels
– Demographically balanced to US Census for ages 13 to 69
 Conversations counted with assistance of 24-hour diary
– Respondents recruited to take notes on conversations in 15 “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
 Sample sizes support time series analysis
– 700 respondents per week; 36,000 per year
– Yield 7,000 conversational brand mentions weekly; ~ 350,000 per year
 The fusion of TalkTrack® data with USA TouchPoints provides opportunity to plan
media for word of mouth
– Reach consumers in “social context” based on USA TouchPoints data
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9. All Media Are Social
% of Word of Mouth Conversations Driven by Media/Marketing
Any Media/Marketing 53%
Internet 17%
TV 17%
Point of Sale 10%
Promotion 8%
Newspaper 6%
Magazine 5%
Mailing 4%
Radio 3%
Billboard 3%
Source: TalkTrack® US Ages 13-69, April 2011 – March 2012

10. Adults Are Social When
Consuming Media
% of Media Users Who Are Simultaneously* Communicating
(Offline or Online)
(During the Average Day Mon-Sun, Average by Half Hour Increment Between 5am & Midnight)
63%
45% 45%
40% 40%
Any Media Internet Radio TV Print
*Same half hour
Source: 2011 USA TouchPoints

11. Offline Communication Goes with All
Media; Online Mainly with Internet Use
% of Media Users Who Are Simultaneously* Communicating
(During the Average Day Mon-Sun, Average by Half Hour Increment Between 5am & Midnight)
Any Media Internet Radio TV Print
55%
47%
42% 43%
38% 38%
17%
13%
9% 10%
Offline (Face to Face or Phone) Online (Email, IM, Text, Social Media)
*Same half hour
Source: 2011 USA TouchPoints

12. Offline and Online Sociability
Varies by Lifestage
% of Media Users (Any) Who Are Simultaneously* Communicating
(During the Average Day Mon-Sun, Average by Half Hour Increment Between 5am & Midnight)
Offline talk while consuming Offline Online
media highest among
married adults
Online talk while
consuming media highest
among young singles
48%
42% 43%
25% 27%
17% 18%
10%
*Same half hour
Total Adults Married Single (18-34) Single (35-64)
Source: 2011 USA TouchPoints

13. TV’s Sociability Varies By Lifestage
% of TV Viewers Who Are Simultaneously* Communicating
(During the Average Day Mon-Sun, Average by Half Hour Increment Between 5am & Midnight)
Among marrieds, TV is mainly
Offline Online
an offline WOM opportunity
High degree of online
sociability among young
44% singles while watching TV
40%
21%
8%
Married Single (18-34)
*Same half hour
Source: 2011 USA TouchPoints

14. Fringe & Primetime Height of
TV Offline Sociability
% of TV Viewers Who Are Simultaneously* Communicating Offline
Average Weekday (M-F) Average Weekend
70% 70%
60% 60%
50% 50%
40% 40%
30% 30%
20% 20% Married
Married
10% 10%
Married (18-34) Married (18-34)
0% 0%
Single (18-34) Single (18-34)
*Same half hour
Source: 2011 USA TouchPoints

15. Among Singles, TV Most Sociable Online Most of
the Weekend Day and Evening
% of TV Viewers Who Are Simultaneously* Communicating Online
Smaller scale than
previous slide
Average Weekday (M-F) Average Weekend
Married Married
40% 40% Married (18-34)
Married (18-34)
Single (18-34) Single (18-34)
30% 30%
20% 20%
10% 10%
0% 0%
*Same half hour
Source: 2011 USA TouchPoints

16. How to Target for Social Context
 Target young singles for a new movie
– Determine best time of day to reach young singles
who are most engaged in WOM about
media/entertainment brands
– Determine what programming is more apt to
be watched

17. Using Keller Fay’s WOM Segments
 Entertainment Catalysts™ Average Weekly Media/Entertainment
represent 6% of young singles Conversations Among Singles (18-34)
but engage in 2X more X 1.9
media/entertainment 20.6
conversations
 Catalysts have larger than 11.1
average social networks, keep
up with what’s new and are
sought out for their advice
All Singles Entertainment
(18-34) Catalysts™
Singles (18-34)

18. All Media Are Social Among Young Singles
Who Are Engaged in Entertainment WOM
% of Single (18-34) Media Users Who Are Simultaneously*
Communicating (Offline/Online)
(During the Average Day Mon-Sun, Average by Half Hour Increment Between 5am & Midnight)
All Singles (18-34) Entertainment Catalysts™
80%
75%
64%
INDEX to 58% 55% 58%
All Singles
49% 46%
129 145 118 139
Internet Print Radio TV
*Same half hour
Source: 2011 USA TouchPoints – TalkTrack® Fusion

19. During Weekdays, Fringe & Primetime Key
Target Times
% of Singles (18-35) Watching TV During Weekdays
(Average Weekday Day Part – Monday through Friday)
All Singles (18-34) Entertainment Catalysts™ TV Sociability*
% Singles 18-35 Watching TV
70% 70%
60% 60%
TV Sociability* (--)
50% 50%
40% 40%
30% 30%
20% 20%
10% 10%
0% 0%
Height of TV
viewership &
sociability
during fringe
and primetime
*TV Sociability reflects the % of Young, Single Media Talkers who are watching TV & communicating (any form), during average hour on the average weekday.
Unable to look at Entertainment Catalysts™ TV sociability due to low incidence, therefore looked at the broader group of Entertainment talkers ages 18-34.
Source: 2011 USA TouchPoints – TalkTrack® Fusion

20. TV Dramas Key for Reaching
Young Singles
% of Singles (18-34) Watching TV Program Types During Weekday Evenings
(During the Average Weekday Day – Monday – Friday - During 5PM – 11PM)
All Singles (18-34) Entertainment Catalysts™
56%
36% 34% 35%
22% 20% 20% 21%
13%
10%
TV Drama Comedy News/Interview Sports Unscripted
Source: 2011 USA TouchPoints – TalkTrack® Fusion
(Games, News)
(Documentary, Reality, Instruction)

21. Conclusions
 “Social context” of media consumption is a valuable
consideration for marketers in light of the power of social
influence to drive purchase decisions.
 New tools are making it possible to target relevant
consumer influencers by selecting media channels when
social interaction is most likely to occur.
 A social strategy needn’t rely on online “social media.”
All media are social, if you plan for it properly.