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Face to Face Summary Slides Data

  1. The Face-to-Face Book Summary Data Slides May be used for non-commercial purposes with attribution to The Face-to-Face Book (Free Press: 2012) and The Keller Fay Group LLC Prepared by Ed Keller, CEO Brad Fay, COO © 2012 Keller Fay Group
  2. About The Face-to-Face Book The Face-to-Face Book presents a unique, research-backed point of view about the value of real relationships in a time when social media has taken center stage. Companies are pouring billions into Facebook and Twitter, hoping that they have finally found the holy grail of marketing. But, the fact remains that it is the in-person conversations that still matter most. Based on six years of research by the award-winning word of mouth research firm, the Keller Fay Group, the Face-to-Face Book presents a multitude of case studies and research studies that show that: •Over 90% of conversations still take place offline, primarily face to face, with less than 8% occurring online •Human beings are fundamentally wired to be social and are highly influenced by direct, in- person conversations •Large companies, such as Apple, General Mills, Kimberly Clark and Toyota have been successful by integrating WOM into their advertising and marketing campaigns •Consumers often reference other forms of media when they are talking about a brand, making the case that advertising can be designed to spark WOM conversation 2
  3. About the Keller Fay Group About Keller Fay The Keller Fay Group is the first full-service market research company focused exclusively on word of mouth (WOM) and brand advocacy. The firm’s founders, Ed Keller and Brad Fay are authors of The Face-to-Face Book, “a celebration of the supremely social nature of all human beings and how that drives the consumer marketplace.” The book is based on research from Keller Fay’s TalkTrack® program is the only continuous study of WOM in all channels (online and offline) designed to closely monitor and measure the marketing-relevant attributes of actual consumer conversations. TalkTrack® was launched in the U.S. in 2006 and in the United Kingdom in 2011. For further information about the Keller Fay Group, visit our website Join our Network: CONTACT: Kristen Beveridge, Vice President, 732-846-6800, 3
  4. Table of Contents Section I: Word of Mouth Overview Stats……….page 5 Section II: Conversation Catalysts®…………………page 8 Section III: Advertising and Word of Mouth……page 12 Section IV: The Internet and Word of Mouth….page 16 Section V: Brands and Word of Mouth………… 19 Section VI: Summary WOM Tactics……………… 24 4
  5. WOM Overview Stats WOM Stats 5
  6. WOM Conversations Largely Take Place Offline Research from Keller Fay Group shows 90% of Mode of Conversations WOM conversations are offline, while 8% are online. Only 2% of WOM Other occurs on social media. 2% Social Media 2% Instant/Text Total Online: 8% Message 3% Face to Face Total Offline: 90% Email 76% Phone 3% 14% Source: Keller Fay Group’s TalkTrack®, July 2010 – June 2011 Page 18, The Face-to-Face Book, Free Press, 2012 6
  7. 2 Out of 3 Conversations are Positive Polarity of WOM Conversation by Category Net Advocacy (Ranked by net Mostly Mostly (positive minus Mixed Research from Keller Fay advocacy score) Positive Negative mixed & negative talk) Group’s TalkTrack® shows Children’s Products 74% 5% 11% 58 only 8% of WOM Food/Dining 73 6 11 56 conversations are negative. Beverages 72 5 11 56 Meanwhile the Children’s Personal Care/Beauty 72 5 11 56 Products category earns the Household Products 71 5 11 55 best WOM quality while Retail/Apparel 71 5 13 53 Telecom suffers the most. Media/Entertainment 71 6 14 51 Travel Services 68 7 13 48 All-Category Average 66 8 15 43 The Home 64 8 15 41 Automotive 62 9 17 36 Technology 63 9 18 36 Sports/Hobbies 63 10 18 35 Health/Healthcare 55 12 17 26 Financial Services 51 14 16 21 Telecommunications 51 15 22 14 Source: Keller Fay Group’s TalkTrack®, July 2010 – June 2011 Page 191, The Face-to-Face Book, Free Press, 2012 7
  8. Conversation Catalysts® WOM Stats 8
  9. The Size of the Real World Social Network of Conversation Catalysts® is Double the Average Average Number of People Communicate With Fairly Often Total Public Conversation Catalysts® Conversation Catalysts® are Total Network: 16 Total Network: 33 everyday consumers who stand out because they have large social networks, they regularly keep up with what’s new and emerging, and they 11 13 6 5 are sought out by friends, family, and neighbors for advice and recommendations. 5 9 Family Acquaintances Friends Source: Keller Fay Group’s TalkTrack®, July 2010 - June 2011 Page 62, The Face-to-Face Book, Free Press, 2012 9
  10. Conversation Catalysts® Give Twice as Much Advice on Average Than Total Public Percentage of People Giving Category Advice and Recommendations Conversation Total Public Catalysts® Food/Dining 77% 36% Research from Keller Fay Retail/Apparel 61 25 Group’s TalkTrack® shows that Media/Entertainment 59 26 it is possible to identify Beverages 56 24 category specialists who are Technology 55 26 particularly active Sports/Hobbies 52 21 recommenders in a single Personal Care/Beauty 50 21 category. But there is quite a lot Health/Healthcare 48 22 of overlap among categories; Household Products 46 19 people who recommend in one Automotive 41 19 area are much more likely to do Public Affairs/Politics 41 18 so in others too. The Home 40 16 Telecommunications 40 15 Children’s Products 37 18 Financial Services 37 17 Travel Services 31 12 Source: Keller Fay Group’s TalkTrack®, July 2010 – June 2011 Page 63, The Face-to-Face Book, Free Press, 2012 10
  11. Conversation Catalysts® Have Nearly Two and Half Times as Many Brand Conversations vs. Total Public Average Number of Brand Conversations Per Week Whereas the average Americans has about 65 conversations per week about brands, Conversation Catalysts® have nearly 2.5 times 150 as many: 150 conversations per week. This is a group of people who, if they can be engaged and activated on a brand’s behalf, can certainly drive the conversations that drive results. 65 Total Public Conversation Catalysts® Source: Keller Fay Group’s TalkTrack®, July 2010 – June 2011 Page 65, The Face-to-Face Book, Free Press, 2012 11
  12. Advertising and WOM WOM Stats 12
  13. Advertising Plays a Bigger Role Than People Think (Or Say) What Consumers Say What Consumers Do Consumers say they rely on advertising to learn about products, but …But in fact, the closer they get to a decision the more they claim it plays a diminishing role as they approach an actual decision. talk about ads in their word of mouth conversations. 70% 50% 60% 40% 50% 30% 40% 30% 20% 20% 10% 10% 0% 0% Awareness Research Decision- Awareness Research Research Final Phase Phase Making Phase Phase Phase Decision (Broad) (Narrow) Source: Keller Fay Group for NBC Universal, March 2011 Page 81, The Face-to-Face Book, Free Press, 2012 13
  14. One-Quarter of Brand WOM References Ads Industries Ranked by the Percentage of WOM Influenced by Advertising % of WOM Influenced Industry by Advertising Ads are talked about most Media/Entertainment 31 frequently in conversations Telecommunications 29 about entertainment and Personal Care/Beauty 28 movies, followed by telecom, Technology 27 beauty, technology, and Automotive 27 automotive. The Home 27 Household Products 26 The right ad at the right time Retail/Apparel 25 with the right message can All-Category Average 25 spark word of mouth, Travel Services 25 regardless of category. Food/Dining 24 Children’s Products 23 Beverages 22 Sports/Hobbies 21 Financial Services 19 Health/Healthcare 18 Source: Keller Fay Group’s TalkTrack®, July 2010 – June 2011 Page 96, The Face-to-Face Book, Free Press, 2012 14
  15. TV Ads are the Most Prevalent Type of Advertising Referenced Percentage of All WOM Conversations Driven by Advertising Ads that Spark WOM: By Medium On a collective basis, other forms of advertising (the % Referenced Type of Ad Internet, newspapers, in WOM magazines, radio, and Television Ad 11.4 outdoor) are about on par with TV. So all media should Internet Ad 4.5 be considered eligible for driving word of mouth; the Newspaper Ad 4.0 key for marketers is to find Magazine Ad 3.0 the right type of message that will reach the right type Radio Ad 2.0 of consumer, at the right time, via the right channel. Billboard Ad 1.7 Any Other Ad 2.8 Source: Keller Fay Group’s TalkTrack®, July 2010 – June 2011 Page 99, The Face-to-Face Book, Free Press, 2012 15
  16. The Internet and WOM WOM Stats 16
  17. Internet is Most Referenced in WOM About Product & Service Categories, While TV is #1 for Media & Entertainment WOM Percentage of Media & Marketing Elements Referenced in Type of WOM Media & Products Services Each media offers Entertainment* different advantages Any Media/ when it comes to Marketing Reference 49% 49% 61% sparking or supporting Internet 15 23 15 conversation, and these are also important TV 13 13 35 considerations for Point of Sale 12 6 5 marketers and media planners. Coupons/Promotions 11 4 3 Newspaper 6 5 6 Magazines 5 4 5 Mailing 5 8 4 Radio 3 3 4 * includes Media/Entertainment and Sports/Hobbies Source: Keller Fay Group’s TalkTrack®, July 2010 – June 2011 Page 119, The Face-to-Face Book, Free Press, 2012 17
  18. The Internet is a Powerful Reference Source for Conversation Percentage of Media & Marketing Elements Referenced in All WOM Online Sources Talked About in WOM Media/Marketing % Referenced Across all categories, Element in WOM only 2.6% of all conversations involve Internet (any reference) 16.0 a reference to social media, including Company Website 5.2 blogs and social networking sites. Internet Ad 4.5 Other Website 3.1 Online Consumer Reviews 2.9 Social Media 2.6 Source: Keller Fay Group’s TalkTrack®, July 2010 – June 2011 Page 120, The Face-to-Face Book, Free Press, 2012 18
  19. Brands and WOM WOM Stats 19
  20. The More a Brand Advertises, the More Likely it Will be Talked About The Most Talked-About Brands in America Top WOM Weekly WOM Rank Successful marketing isn’t just Brands Impressions (in millions) about cuing more conversations; 1 Coca-Cola 212 it’s also about driving strongly 2 Walmart 190 positive conversations that lead to 3 Verizon 185 recommendations and purchases. The best marketers, Keller Fay 4 AT&T 167 Group has found, use a variety of 5 Pepsi 150 messaging techniques that lead to 6 Apple Computer 147 sharing and recommending. 7 Ford 145 8 Sony 108 9 McDonald’s 106 10 Dell 99 Source: Keller Fay Group’s TalkTrack®, July 2010 – June 2011 Page 30, The Face-to-Face Book, Free Press, 2012 20
  21. Audiences With the Most Weekly Brand-Related WOM Conversations Average Number of Brand Conversations Per Week Top 10 of 113 Media Audiences Shown Advertisers can take better advantage of these media Vogue 128 by using them as a way to introduce “new news” that 124 they want to spread, by 119 making ads in online publishing environments Us Weekly 119 easy to share with others, and by using messages that New York Times 119 people will feel compelled 118 to share with others. Wall Street Journal 118 117 Southern Living 117 USA Today 116 Source: Keller Fay Group’s TalkTrack®, July 2010 – June 2011 Page 125, The Face-to-Face Book, Free Press, 2012 21
  22. Brand WOM in Stores is More Likely to Lead to Purchase Intent Percentage Rating WOM Highly Likely to Inspire Purchase Intent “9” or “10” on 0-10 scale 5% of all brand conversations actually 57% occurs inside a store. Though not a very large 50% percentage, this is a very large volume, as consumers are exposed to in-store conversations some 750 million times per week. Any Location In a Store Source: Keller Fay Group’s TalkTrack®, July 2010 – June 2011 Page 129, The Face-to-Face Book, Free Press, 2012 22
  23. People Talked About Different Brands in All WOM vs. Social Media WOM Top 10 Social Brands (2010): Social Media vs. All Word of Mouth Social Media Word of Mouth Looking across the ten most social brands, the 1 iPhone Coca-Cola average ranking when it comes to all word of 2 BlackBerry Walmart mouth is 82. The biggest 3 Disney Verizon disconnect is Android, which is the fourth most 4 Android AT&T social brand online but 5 iPad Pepsi drops to 400 on the list of most talked-about brands 6 Sony Ford offline and online. 7 Apple Apple 8 MTV McDonald’s 9 Coca-Cola Sony 10 Samsung Dell Source: Social Media data from Vitrue. Word of Mouth data from Keller Fay Group’s TalkTrack® 2010. Page 150, The Face-to-Face Book, Free Press, 2012 23
  24. Summary Tactics WOM Stats 24
  25. Consider WOM in all stages of planning Consumers are social, and the goal of all marketing is to activate our true, social nature •Start with your story – make it compelling and “talkworthy” •Tap the right talkers – put your media in front of the people who will most likely talk about you. We call them Conversation Catalysts® •Choose your channels – focus on the media outlets that will be most effective 1) telling your story and 2) targeting your Conversation Catalysts® 25