May, 2011, London – The Keller Fay Group, a market research consultancy focused on word of mouth (WOM) marketing, announces the opening of its UK office in London. This follows Keller Fay’s inaugural TalkTrack® Britain study conducted in 2010, which showed Britons to be highly engaged in word of mouth about brands and products, the vast majority of which is offline. Keller Fay also worked with the IPA in 2010 to introduce word of mouth measurement into TouchPoints3. TalkTrack® Britain will be developed as a continuous measure of brand word of mouth, and Keller Fay will complement this with a range of custom research solutions around WOM. The UK office will be headed by Steve Thomson, previously a director at major research agencies including Ipsos and GfK/NOP. He said, “Word
Yes, the weather, football, and – in recent days at least – the Royal Family. But, through Keller Fay Research, we know that most Brits like to talk about the products and services they use, and the brands they love and hate. Social media is facilitating many of these conversations, of course, but word of mouth (WOM) about brands is as old as branding itself, and it has not gone away as a primary medium of conversation. So in the UK (like the US and most probably other countries), we know that the overwhelming amount of brand-related discussion continues to take place offline – at home, in the office, on the bus, and at the school gate. As Mark Ritson recently noted, it may be somewhat naive to expect consumers
There have been some interesting studies recently about social media which raise some interesting questions for advertisers. In late March came a study from Yahoo, which reported that 50% of all tweets come from only 20,000 users, or 0.05% of the Twitter universe. Far from a “flat” highly “democratic” means of communications, that connects everyone to everyone else, the Yahoo authors conclude that Twitter more closely resembles a traditional broadcast model in which a small number of “elite users” push out content, rather than a true two-way dialogue that many assume when they talk about Twitter. “Information flows have not become egalitarian by any means,” say the authors. In discussing the Yahoo research, econsultancy led with the headline, “Twitter isn’t very social: Study”. In early April came a report by
The Question 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? How does word of mouth in the UK compare to other markets such as the US? Key Findings The UK leads in terms of WOM volume, with 70 brand-related conversations per week versus 68 in Australia and 65 in the US. The UK has the largest percentage of people who talk daily about 9 of 15 consumer categories studied including media/entertainment, beverages, technology, travel, financial services, home products, household products, and personal care/beauty. Despite the growth in global brands, Coke and Apple are the only two brands that are among the top 10 most talked about in the UK, US, and Australia. The UK
With the NBA playoffs just getting started, it’s an opportune time to see how word of mouth for the league is faring this year versus last, and which NBA teams are the most dominant when it comes to word of mouth. Among NBA fans, word of mouth levels are up considerably this year versus a year ago. Starting with an off-season spike in conversation when LeBron James announced “the decision,” the NBA began its season with higher levels of word of mouth and has sustained that advantage for most of the NBA season. By late March, more than 10% of NBA fans were talking about the sport on a typical day, up more than 40% from a year ago. This is according to Keller Fay’s TalkTrack®, a continuous study of
We’ve already established how the most talked about technology brands use continuous innovation and heavy up-advertising to spark conversations with customers and between customers. We’ve also shared the importance of marketing to Technology Catalysts™ (i.e., talkative influencers) when trying to capitalize on the word of mouth opportunity for tech brands. Let’s take a deeper dive into who Technology Catalysts™ are, where they talk, and how much influence they truly have in driving word of mouth conversations about tech brands. According to Keller Fay data, Technology Catalysts™ are mostly male and either young or middle-aged. 46% of Technology Catalysts™ are under the age of 30, and 30% of these influencers are between the ages of 40 and 59. On average, they work in executive/professional jobs and are college educated. The typical
Where Conversation Catalysts™ go, brands are sure to follow.
Brad Fay and Lauren Hadley of Starcom MediaVest presented at the recent ARF 2011 Re:Think conference in New York city on March 22, 2011. Click here to view the presentation.
Technology products ranging from electronics to computers to software contribute significantly to the US economy. Sales of HDTVs, iPods, Tablets, Laptops, and Games not only contribute to the economy, they also make a significant contribution to everyday conversations Americans have. According to Keller Fay’s ongoing TrackTrack® study, 40% of Americans have at least one conversation every day with someone, either person-to-person or online, about the Technology product category. The most talked about technology category is Computer Hardware products, which includes laptops, tablets, and other computer devices. Consumer Electronics products, including smartphones, MP3 players, and e-book readers are the second most talked about technology category. Gaming Consoles, Video Games, and Computer Software round out the top five most talked about technology product categories. To bring the technology product category to life,
There’s a revolution happening in marketing today, the underpinnings of Social Influence – and, this time, it doesn’t have very much to do with the Internet. The really big revolution is happening at the intersections of social psychology, social network science, and neuroscience, all of which are suggesting new models for understanding consumer decision making. Two new books provide a road map: Connected: The Surprising Power of Social Networks and How They Shape Our Lives by Nicholas Christakis and James Fowler was published last year; and The Social Animal: The Hidden Sources of Love, Character, and Achievement by David Brooks was published this month. Both books tell us that people are ruled more by emotion than by rational decision making, and that all of us are far more influenced by
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