Keller Fay Data Archiveby John Moore TalkTrack Conversationalist, August 12, 2010
Every brand seeks to be part of conversations people are having about businesses, products, and services. Word of Mouth (WOM) conversations have become today’s sought-after earned media. That’s because the sharing of marketing-related opinions between consumers are more authentic and credible than marketing messages bought and placed by companies.
The problem marketers have is measuring and monitoring all WOM conversations happening offline (person-to-person) and online (social media, email).
Since 2006 the Keller Fay Group, through its TalkTrack® study, has been tracking the quantity, quality, and drivers of word of mouth conversations happening both offline and online. Over 1.5 billion WOM conversations from 140,000 surveyed respondents (ages 13-69) have been captured, tabulated, and studied in this ongoing report.
From these conversations, Keller Fay has learned 8% of the US population accounts for 25% of all marketing-related WOM. Keller Fay has also been able to determine that offline WOM is more credible and more likely to trigger a purchase than is online WOM. However, much of Keller Fay’s TalkTrack® data has been reserved solely for their clients.
That is, until now.
Keller Fay has given me the keys to unlock their data archives of TalkTrack® research findings.
With keys in hand, I’ll be serving as Keller Fay’s “TalkTrack Conversationalist” and sharing previously private WOM statistics. I’ll also be providing insights into the implications of Keller Fay’s findings and the marketing strategies needed to take advantage of the findings in a series of posted titled, TalkTrack Abstracts.
My next post will share four vital WOM stats every marketer must know.