by Karin von Abrams, Senior Analyst eMarketer October 12, 2010 The first edition of “TalkTrack Great Britain”, commissioned by Starcom MediaVest Group (SMG), News International, and ESPN from Keller Fay Group, was the UK pilot of a study carried out in the US since 2006. TalkTrack surveys aim to discover how much consumers are influenced by word-of-mouth discussions about brands. Keller Fay analyzed 14,000 brand conversations by 2,500 adults during two weeks in May 2010. Subjects recorded details of their talk about brands, such as when and how these discussions took place, which media were mentioned, and what the prevailing mood of each conversation was. Researchers also contacted the conversation partners of the 2,500 primary subjects, and asked whether the exchanges had influenced their views of a brand or their
MediaTel: Newsline Simon Stanforth, group search director at Starcom MediaVest Group, analyses the results from last week’s TalkTrack study and says as long as brands continue to develop creative messaging, products and experiences, they will be rewarded by word of mouth – and that’s worth talking about . . . What have you been chatting about today? In 10 conversations a day it’s likely to involve a mention of a brand, according to Keller Fay’s TalkTrack®, the very first comprehensive word of mouth study in the UK, that Starcom MediaVest Group funded alongside News International and ESPN. Whether it’s the latest episode of The X Factor, a new pair of trainers you’ve bought, or whingeing about an extortionately expensive phone bill, all these subjects have one thing in common:
MediaTel Newsline A new study, which aims to confirm just how much word of mouth influences consumer decision-making and brand loyalty, found that as many as 10 conversations a day mention brands. TalkTrack, which tracked more than 14,000 conversations by 2,500 people in May this year, found that 81% of brand conversations take place face to face, although people regularly talk about brands over the phone and online too. The Starcom MediaVest, News International and ESPN-funded study still believes that the internet is crucial in driving WOM. Research shows that around 47% of brand conversations mention media, with the internet being the most talked-about medium between consumers. However, people also discussed TV (13%), newspapers (5%), magazines (4%), radio (2%) and posters (1.5%). TalkTrack found that when online was mentioned, consumers
According to my unscientific life experiences, women are more talkative than men. Published studies seem to back up my experiences. Various estimates from numerous studies reveal women speak about twice as many words per day as do men. It’s also commonly cited that 85% of all purchase decisions are made by women. A recent Advertising Age white paper, THE RISE OF THE REAL MOM, cites a Boston Consulting Group study that discloses, “women control $4.3 trillion of the $5.9 trillion in U.S. consumer spending” and “73% of household spending.” Women have clout when it comes to spending power and purchase decisions. Women also have clout as it relates to being a Conversation Catalyst™. In an earlier post we learned Keller Fay uses the Conversation Catalyst™ system to measure and track
So far in these TalkTrack® Abstract postings we’ve established that Americans are a talkative bunch, mentioning brand names at least 60 times per week in everyday conversations with people. We’ve also established that credibility disparity exists between offline and online word of mouth. And, we’ve learned who a Conversation Catalyst™ is and what product categories they discuss most often. Let’s dig deeper into the product categories the general American public discusses by looking at a just-compiled TalkTrack® report. As a reminder, the TalkTrack® study from Keller Fay is a continuous measurement service that tracks brand-related word of mouth conversation regardless of medium and includes both offline and online conversations. The study involves 36,000 Americans (ages 13-69) annually and uses a mix of online surveys and diary-assisted reporting to record a
Celebrity personalities like Ashton Kutcher, Lady Gaga, and Kim Kardashian are developing marketing partnerships with brands in hopes of driving word of mouth conversations. As the “President of Pop Culture” at Popchips, Ashton is using his social media reach to promote Popchips to his Twitter followers and Facebook fans. Polaroid is using Lady Gaga’s creative talent to make the Polaroid brand more talkable. And, Kim Kardashian will tweet promotional message for brands on Twitter at a rate of per tweet $10,000. Given the rising prevalence of celebrity-driven conversation marketing strategies, should more brands hop on the celebrity-driven word of mouth bandwagon? Research from Keller Fay’s TalkTrack® study says don’t underestimate the influence talkative everyday people have in driving word of mouth conversations. TalkTrack® uses the Conversation Catalysts™ segmentation system, developed
MediaBizBloggers.com If you want your brand to “go viral,” Twitter and Facebook are the ways to go. Right? Well, maybe. But those are only two options among numerous media strategies you can employ. A new paper authored by my business partner Brad Fay, and Graeme Hutton of Universal McCann, reveals new empirical evidence of how media and advertising drive word of mouth. Presented last month at the Advertising Research Foundation’s Audience Measurement 5.0 conference, the paper revealed a strong linkage between advertising expenditures and word of mouth. It also found that the major media – TV, print, and online – all provide unique assets to marketers seeking to inspire and shape word of mouth about their brands. Both the Hutton and Fay analyses leveraged my firm’s TalkTrack® syndicated study of
Internet Matches TV’s Influence Over Conversation, According to New Research Advertising Age Once, TV was the symbolic water-cooler that drove consumer conversations. It still is. But the tube is being upstaged by the web, which now nearly matches it in terms of influence on conversations, according to a new study from Yahoo! and Keller Fay Group. Keller Fay has taken the air out of the online buzz balloon for years with survey research finding that most discussion about brands still happen face-to-face, and are influenced far more by traditional media than what happens online. But that is changing. The internet is growing as the channel that influences or prompts those conversations, however they occur. The web influenced nearly 15% of consumer discussions about brands in January 2010, according to the
Claire Myerscough, business intelligence director at News International, explains why ‘word of mouth’ will be more important than ever in 2010… Advertisers have known for quite some time how influential personal recommendation can be on consumer decision making. We consumers naturally place great value on the opinions of those that we trust and consider to have similar needs and desire as us (or indeed those who we aspire to be like). Recently published research now shows that recommendations from family and friends trump all other touch points when it comes to influencing purchases. Far from being out of the blue, Word of Mouth (WoM) research seems to have been around for an age, and first really came to the attention of the media industry through a combination of Malcolm Gladwell’s
- Published in News & Events
Institute for Practitioners in Advertising January and February are proving to be very hard going, however, yesterday, on a rare day of sunshine, the IPA hosted a presentation on Word of Mouth which detailed how positive this is for the whole communications business. The presentation was given by Ed Keller of Keller Fay, an expert on Word of Mouth from the US, who shared some of his work and findings with a packed house. There was good news for everyone, agencies, advertisers and media owners. Ed started by debunking the myth that word of mouth was the preserve of online – reporting that over 90% of word of mouth messages are delivered offline. Even better, Keller Fay’s key finding is that 48% – (yes that is nearly half) of consumer
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