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
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
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 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
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
An ongoing word of mouth measurement programme is to be launched in Britain by the Keller Fay Group. The firm’s TalkTrack® programme was launched in the US in 2006 and analyses more than 350,000 brand conversations annually across all major consumer categories and in all channels, both online and offline. Designed to closely monitor and measure the marketing-relevant attributes of actual consumer conversations, TalkTrack® received the Advertising Research Foundation’s Grand Innovation Award in 2007. The IPA said the announcement of the launch of TalkTrack® in Britain comes in response to the overwhelming enthusiasm regarding Keller Fay’s research efforts in the UK during the past year. These include a nationwide word of mouth study that was jointly commissioned by Starcom Mediavest, ESPN and News International, as well as a word of
ResearchLive.com Word-of-mouth (WOM) researcher The Keller Fay Group is bringing its TalkTrack WOM measurement service to the UK, four years after its US launch. The New Jersey company’s decision to launch the continuous study on this side of the Atlantic follows the completion of a number of UK projects this year, including a nationwide word-of-mouth study commissioned jointly by Starcom MediaVest, ESPN and News International. Keller Fay also worked with the Institute of Practitioners in Advertising (IPA) to include a WOM measurement module in the IPA’s Touchpoints survey of media usage. The agency ran a pilot of TalkTrack UK in May this year, surveying 2,578 respondents aged 13-plus asking about conversations they have had with other people, both online and offline, where brands and products are mentioned. It found that
Institute for Practitioners in Advertising The first continuous measurement programme of word of mouth (WOM) for online and offline channels, called TalkTrack UK, is to be launched by Keller Fay in the UK. The Keller Fay Group (www.kellerfay.com) today (1st December) announced plans to launch the firm’s TalkTrack® word of mouth measurement program on an ongoing basis in Great Britain. Presented to an audience of leading agencies and media owners who convened at the IPA, the announcement by the word of mouth market research specialist reflects marketers’ growing recognition of the power of word of mouth and its vital role as a part of the marketing mix. The announcement comes in response to the overwhelming enthusiasm regarding Keller Fay’s research efforts in the UK during the past year. These efforts
MediaTel Newsline Keller Fay is set to launch its TalkTrack word of mouth measurement programme in the UK. The group announced the plans to an audience of agencies and media owners at the IPA today. The news follows the success of a UK-based word of mouth study that was jointly commissioned by Starcom MediaVest, ESPN and News International earlier this year, as well as Keller Fay’s work for the TouchPoints3 survey. The TalkTrack survey was launched in the US in 2006 and analyses more than 350,000 brand conversations across major consumer categories, both online and offline. “Word of mouth has emerged as a critical element in marketing strategy and has proven to play a strong role in determining brand success,” said Ed Keller, chief executive officer of the Keller Fay
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