MediaDailyNews The Keller Fay Group plans to launch the firm’s TalkTrack word of mouth measurement program on an ongoing basis in Great Britain. The decision mirrors the success of Keller Fay’s research efforts in the UK during the past year. These efforts include a nationwide word of mouth study that was jointly commissioned by Starcom MediaVest, ESPN and News International, as well as a word of mouth module in IPA’s 2010 Touchpoints3 survey that is the result of a partnership between Keller Fay and IPA. Launched in the U.S. in 2006, TalkTrack analyzes more than 350,000 brand conversations annually across all major consumer categories, representing the first continuous study of word of mouth in all channels (online and offline).
This is the final in a series of posts sharing Keller Fay TalkTrack® analysis on word of mouth in the automotive industry. The information shared below is from a comprehensive two-year study of nearly 100,000 brand-related conversations Americans have had offline and online about cars. We’ve covered lots of territory in the past month sharing word of mouth insights into the Automotive industry. First, we learned the more talkable a brand is, the greater its market share. Next, we learned 35% of Americans have at least one brand-related conversation about cars every day. And, we learned how the recent automobile industry crisis impacted people’s conversations about cars. Today, we’re sharing quick hit insights about specific car brands from a recent Keller Fay TalkTrack® report. Ford is the most talked about
Social media is all the rage today among marketers and communicators. The allure of Facebook, Twitter, Four Square, and other social networking sites, along with all the apps that help to fuel conversation and allow marketers to connect to consumers, is a powerful draw. But here is something that might come as a big surprise to some of you. Despite the tremendous attention being paid to social media, and the meteoric rise in the number of people using social media, when it comes to brand-related conversation, the overwhelming majority of word of mouth (WOM) still takes place the good old fashioned way – face-to-face. In fact, over 90% of WOM is offline, and less than 10% is online. And of that 10% which happens online, only 1-2% comes via social
This is the second in a series of posts sharing Keller Fay TalkTrack® analysis on word of mouth in the automotive industry. The information shared below is from a comprehensive two-year study of nearly 100,000 brand-related conversations Americans have had offline and online about cars. Did you know . . . 35% of Americans have at least one brand-related conversation about cars every day. Of course you did, you read the first post in this series. Seriously, according to Keller Fay research, Americans have over 42 BILLION conversations about the automotive industry every year. Did you know . . . almost 50% of all conversations Americans have about the automotive category involve four specific brands: Ford, Chevrolet, Toyota, and Honda. There is definitely a long tail distribution effect with these
The beleaguered automotive industry is revving up its sales engine. Chrysler, Ford, Honda, and Nissan have all recently reported year-over-year sales increases of more than 15%. That’s remarkable news given the still sluggish U.S. economy. There’s much to talk about with the automotive industry from these strong sales figures to the still top-of-mind government bailout of the industry to the introduction of innovative hybrid cars to fallout from Toyota’s quality concerns stemming from recent recalls. Keller Fay recently pulled together a comprehensive analysis of nearly 100,000 word-of-mouth (WOM) offline as well as online conversations Americans have had from September 2008 through August 2010. This two-year study covers the auto industry crisis and Keller Fay’s findings detail the polarity of brand-specific conversations as well as the credibility differences between WOM about
By now most marketers recognize the central role that word of mouth and social media play in consumer decision making and strategies to tap the power of word of mouth – both online via social media channels and offline – is becoming a more important priority. However, there remains a lingering concern for many marketers. How can they be certain that they won’t say negative things if they facilitate consumer conversation? And isn’t the power of negative WOM far greater than positive? The first question – “how can we be certain that consumers won’t say negative things about us?” – demands two answers. The first answer is that as marketers, we can’t be certain that consumers will always have nice things to say. There is clearly less control on the
WARC News October 13, 2010 Coca-Cola, Apple and Verizon are the brands which generate the most word of mouth among US teenagers, new figures show. The Keller Fay Group, the specialist consultancy, measures more than 350,000 physical and digital conversations relating to goods and services annually, on an ongoing basis. Having analysed data from over 3,600 panelists in the 13 – 17 year old bracket, it found 74% talk about the media and entertainment category, 18% ahead of the population as a whole. Some 61% of the younger demographic mentioned food and dining brands, compared with 56% of the wider sample, totals standing at 60% and 39% in turn regarding technology offerings. A further 57% of teens spoke about beverages, falling to 56% for retail and apparel, 49% concerning automotive
The 2010 back-to-school shopping season is behind us. It’s interesting to note, according to a National Retail Federation study the typical American family spends $606.40 on clothing, school supplies, and electronics for their school-aged children. In total, American families will spend over $21 billion in back-to-school shopping for their school-aged children in grades K-12. This shopping time is especially important for teen retailers such as Abercrombie & Fitch, Aeropostale, Forever21, and PacSun. Retailers focused on the teen market can generate up to 25% of annual sales during the weeks leading up to the start of school. Thinking about the back-to-school shopping season serves as good context for us to learn more about the talkative nature of teens. Keller Fay’s TalkTrack® study captures marketing-related and brand-specific conversations teens participate in via
WARC News The average consumer in the UK talks about 70 brands each week, a greater number than their US counterparts, new figures show. Word of mouth consultancy the Keller Fay Group researched nearly 2,600 British adults, covering over 26,000 online and offline conversations. It is reported that the typical participant directly discussed 70 brands each week, measured against the total of 65 delivered in the US. Female shoppers mentioned 74 products by name per seven days, eight more than males, according to the company. Some 64% of respondents spoke about food and dining brands at least daily, with media and entertainment scoring 63% and beverages on 57%. Technology posted 48%, the same rating as retail and apparel, and ahead of telecom’s 47%, financial services’ 43%, healthcare’s 41% and automotive’s
The British might be known for being masters of understatement, but when it comes to word of mouth they are anything but reserved. As we at Keller Fay prepared earlier this year to extend our word of mouth tracking research from the U.S. into Britain, I shared the results of our U.S. studies with a number of British agencies and brands. They found the results fascinating, especially the huge amount of brand-related conversations. But many then said, “Well that’s the U.S. We are not as talkative over here.” Wrong. In fact, British consumers engage in more word of mouth. The conversations are mostly positive, and primarily take place offline. But while the conversations themselves take place offline, the Internet is the #1 medium (besting television) in helping to drive or
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