I’m certain I’m not alone in my thinking of social media as a platform to scale word of mouth (WOM) marketing. People participate in social media to interact with friends and like-minded strangers about things that interest them. Social media marketers engage their customers in ways that encourage them to spread the word. Viola! Everyone is talking about brands. Well, that may not be what’s happening. Compared to offline, there’s very little WOM being generated on social media. What’s going on and what does this mean for our social media strategies? This week’s The Advertising Research Foundation’s Audience Measurement 6.0 Symposium included a session on WOM with Ed Keller of Keller Fay Group and Emily Vanides of MediaVest. Conversation Triggers commenced with the accolades for WOM I expected. Vanides cited
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Ed Keller and Emily Vanides of MediaVest presented at the ARF AM 6.0 conference on June 13, 2011. Click here to see the presentation.
How do we know word of mouth drives sales? An important answer to this question comes from a new study that demonstrates the increasing importance of word of mouth as consumers get closer to making a purchase decision. Word of mouth advocacy has become a central objective for most marketers, and positive “WOM” is increasingly understood to be a leading contributor, ultimately, to sales. Separately, marketers and media planners use the concept of a “purchase funnel,” or “path to purchase,” as an organizing structure around which to craft messaging strategy. Despite advertisers’ intense focus both on word of mouth and on the path to purchase, there has been little focus on the relationship between these two “independent” marketing constructs: How does WOM dynamically change throughout the path to purchase? What
We know that consumers the world over – and we really do mean the whole world these days – love to talk about new technology and technology brands. Long gone are the days when tech talk was limited to enthusiasts waxing lyrical, plus nervous forays from more mainstream consumers making a big-ticket purchase. Many would regard the launch of the Apple Mac as the turning point – but we must remember that much of the word of mouth was stimulated by that commercial and other intensive marketing activity. Now, it’s queues outside the stores, the world’s media are ready to spread the word for you, and of course ‘ordinary’ consumers are spreading it even further and faster. For sure, the generation gap has not disappeared altogether – Keller Fay data
One of our specialties at Keller Fay is influencer marketing. In fact, Brad Fay was a panelist just last week on two separate events in Chicago where he talked about influencers: The School of WOM conference from the Word of Mouth Marketing Association (#womma), and the Digital Day sponsored by the Wall Street Journal (#wsjdd). We are pleased to announce our most current research, undertaken on behalf of Marina Maher Communications, a leading PR firm specializing in women and working on behalf of brand marketers such as P&G and Kimberly-Clark. The study, released last week by MMC, entitled “Influence-Hers”, finds that this group of consumers not only has large social networks and spreads the word to others, but that they themselves are surprisingly open to being influenced. But not just by anyone:
UK – Keller Fay Group, a US-based word-of-mouth research and consulting firm, has opened an office in the UK headed by Steve Thomson. Thomson previously worked with Ed Keller and Brad Fay at Roper ASW, which was later bought by GfK NOP. More recently Thomson was a director of the Ipsos consumer goods practice. He said: “Word-of-mouth is hugely important to marketers, and Keller Fay is pre-eminent in the field. I’m excited to be leading Keller Fay’s expansion into Europe, and looking forward to showing British companies how best to leverage WOM to their advantage.” Keller Fay made in-roads into the UK last year with its work on the Institute of Practitioners in Advertising’s TouchPoints 3 study and with the launch of a British version of its TalkTrack service –
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
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