Sports Word of Mouth

Monday, 24 January 2011 by

The NCAA recently crowned its national champion in football.  NFL playoffs are in full swing.  The NBA and NHL are in mid-season.  MLB teams will be reporting to spring training soon.  And, the NCAA’s March Madness basketball tournament is just around the corner.  We’re in the throes of sports, sports, and more sports.  Because we are in the throes of sports, Americans are talking about sports. A Harris Interactive poll from 2010 finds 35% of Americans say professional football (NFL) is their favorite sport.  Baseball (MLB) is the second most favorite sport with 16% of the vote.  College Football is next on the list at 12% and Auto Racing is fourth with 9% of Americans saying these sports are their favorite. Keller Fay’s ongoing TalkTrack® study measures the quantity and

A recent study by the consulting firm of A.T. Kearny stimulated a lot of commentary by people I follow on Twitter, Facebook, etc. Entitled “Socially Awkward Media,” the study finds that despite the growing presence of marketers on Facebook and other social networking sites, most are not yet engaging with consumers very well. “Traditional marketers are so bad at understanding social networks that many have all the confidence of awkward teenagers at their first school dance. They’re just not connecting.” One statistic that caught my attention is that, “only 5 percent of company-to-consumer posts engaged consumers in discussions, while 71 percent of posts were promotional – offering discount coupons, free prizes or other amenities.” Why should this be, and does it reflect short sightedness (or immaturity, as Kearny might say)

Last week we learned Americans (ages 18-69) will talk about home appliance brands in everyday conversations with others a staggering 22 BILLION times in a year.  That’s a significant word of mouth opportunity for marketers. Within this audience exists a group of people who disproportionately drive word of mouth conversations about brands in the Home products category.  Keller Fay refers to these talkative people as Conversation Catalysts™.  Through its ongoing TalkTrack® study into word of mouth conversations, Keller Fay is able to measure and track this important segment of consumers who comprise 9% of the American population, yet, they give twice as much advice about products and services than the ordinary American consumer. Conversation Catalysts™ in the Home products category (Home Catalysts) are an attractive demo for marketers.  They skew

WOM and the Home Products Category

Tuesday, 04 January 2011 by

Many of us spent lots of time the past two weeks in our homes with family and friends celebrating the holidays and the New Year. Others spent the past two weeks at home cocooned because of wintry weather. If wintry weather hasn’t forced you to spend more time in your home, it probably will. And when we spend time inside our homes, we end up talking to family and friends in person, by phone, or online. Which of course leads us to talking about word of mouth and home appliance brands. Keller Fay recently culled their data on WOM about the home products category. Usually this marketing data is reserved for Keller Fay clients, but as the TalkTrack Conversationalist I’ve been given special access (and permission) to share some of

Marketers know they need to play in the social media space.  A new survey offers insight into the nature and expectations of consumers using these channels – and how brands can glean information about what motivates their customers. Men and women use social media differently, according to Empathica, a customer interaction consultancy which specializes in retail clients.  Empathica’s survey found more men citing looking for information as a primary goal (36%) than women (28%) when interacting with a retail brand through social channels.  But the gender split among those looking to stretch their budgets was far greater:  47% of women say searching for coupons and promotions is their primary use, compared with 33% of men. Rough economic times have doubtless accelerated this propensity.  One third of female respondents have increased

Sales Happen Offline, as Does WOM

Monday, 20 December 2010 by

One of the more provocative Keller Fay statistics on word of mouth reveals less than 10% of conversations Americans have about products, services, and brands occur online (email, social media).  Which means, over 90% of marketing-related word of mouth conversations happen offline (person-to-person, voice-to-voice). For many social media marketers this 90/10 split is hard to believe given the increasing time people are spending online.  Ed Keller, CEO of Keller Fay, explains the seemingly implausible disparity this way, “At Keller Fay we are measuring word of mouth conversation, not readership of consumer-generated content.  Lots of people might read information on social networking sites, but contribute infrequently.  Especially when it comes to brands.” Let’s put this 90/10 split in a different context by asking and answering a question:  What percentage of retail

Social media is the rage right now in marketing circles. One area of particular interest is the opportunity for marketers to “listen” to unstructured conversation based on the data that are now available via scraping of social media sites. This is part of the emerging discipline of social media research (SMR). But nobody – until now – has definitely answered the question: Are online social media reflective of the offline world? The theory (and practice) that underlies SMR is that monitoring, organizing, and analyzing what consumers are saying in social media provides a rich data set for understanding important issues, themes, unmet needs, and so forth without the need for survey-based or other more “traditional” forms of marketing research. One of the big, unanswered questions, however, is how representative is

Power of MOM WOM (Part 2)

Monday, 13 December 2010 by

According to Working Mother magazine, there are 50 million moms in the U.S. today. The yearly spending power of American mothers is estimated at $1.6 trillion. While every mother’s role is different within a family, because of the yearly spending power they control, almost all mothers act as the household Chief Financial Officer. Mothers, as we learned in last week’s post, are word of mouth leaders because they mention more brands in conversations and they have greater credibility when it comes to recommending products and services to others. The data Keller Fay has on MOM WOM is right and gives insight into the size of mothers’ social circles, their role in driving word of mouth conversations, and the product categories mothers talk about most often. Mothers Have Wider Social Circles

Word of Mouth Around the World

Wednesday, 08 December 2010 by

Word of mouth marketing is a global phenomenon now. Which raises an important question: How similar, or different, are people’s WOM behavior across markets? At the Word of Mouth Marketing Association (WOMMA) Summit in Las Vegas last month, Molly Flatt, president of the trade association WOMMA UK, moderated a group of panelists from the UK, Australia, Japan, and Israel. Much of the discussion focused on differences between countries—what it takes for a brand to be worthy of being recommended in one country versus another. Highlighting differences can make for an interesting panel session, but research conducted by my firm finds a remarkable degree of similarity in the ways word of mouth works across countries, pointing to the universality of social influence in consumer decision making. In 2010, Keller Fay Group

The Power of MOM WOM

Monday, 06 December 2010 by

Mothers are a very social group.  Whether it’s talking with other mothers at work, at a park, or online, when moms get together conversations will include mentions of brands, products, and services.  Because of this, big brands like Walmart, Johnson & Johnson, and State Farm are designing more and more word of mouth marketing programs that appeal to the mom audience. Mothers wield tremendous spending power. It’s estimated American mothers are responsible for up to 85% of all household purchases.  And this holiday season, moms are expected to spend, on average, $820 on gifts for family and friends.  MOM WOM is a big deal. Keller Fay recently updated their MOM WOM data and the findings show MOM WOM is indeed a big deal. Moms Mention More Brands Mothers are more

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