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
We’ve already established how the most talked about technology brands use continuous innovation and heavy up-advertising to spark conversations with customers and between customers. We’ve also shared the importance of marketing to Technology Catalysts (i.e., talkative influencers) when trying to capitalize on the word of mouth opportunity for tech brands. Let’s take a deeper dive into who Technology Catalysts are, where they talk, and how much influence they truly have in driving word of mouth conversations about tech brands. According to Keller Fay data, Technology Catalysts are mostly male and either young or middle-aged. 46% of Technology Catalysts are under the age of 30, and 30% of these influencers are between the ages of 40 and 59. On average, they work in executive/professional jobs and are college educated. The typical
Where Conversation Catalysts™ go, brands are sure to follow.
Using Word of Mouth to Drive More Consumers to Buy Ed Keller and Tony Cardinale of NBC Universal presented at the ARF’s 2011 annual Re:Think conference in New York city on March 23. Click here to view the presentation.
Brad Fay and Lauren Hadley of Starcom MediaVest presented at the recent ARF 2011 Re:Think conference in New York city on March 22, 2011. Click here to view the presentation.
Technology products ranging from electronics to computers to software contribute significantly to the US economy. Sales of HDTVs, iPods, Tablets, Laptops, and Games not only contribute to the economy, they also make a significant contribution to everyday conversations Americans have. According to Keller Fay’s ongoing TrackTrack® study, 40% of Americans have at least one conversation every day with someone, either person-to-person or online, about the Technology product category. The most talked about technology category is Computer Hardware products, which includes laptops, tablets, and other computer devices. Consumer Electronics products, including smartphones, MP3 players, and e-book readers are the second most talked about technology category. Gaming Consoles, Video Games, and Computer Software round out the top five most talked about technology product categories. To bring the technology product category to life,
MediaPost Social media isn’t just social media platforms. That message was a core theme during at least one panel at the Advertising Research Foundation 2011 Think conference in New York on Tuesday. Brad Fay, COO of the Keller Fay Group, said the firm’s research, based on its TalkTrack platform — which Keller Fay Group says is the only continuous monitoring system of all marketing-relevant conversations in America — shows that some of the highest concentrations of social networkers are both in new and old media. “Facebook and Twitter audiences report themselves to be frequent recommenders in every category we look at,” he says. “We find that people 13 to 69 who are Twitter audiences offer 100 weekly brand mentions — they are very engaged in brands — versus 65 for
Our first dish on word of mouth in the Food & Dining category shared that Americans talk about food-related brands more than any other product category. Fast food companies and packaged food brands have significant social currency. Our second dish shared the differences that exist between which food & dining brands women talk about versus those men talk about. Our third dish focuses on Food & Dining Conversation Catalysts™. Through its ongoing TalkTrack® study, Keller Fay is able to identify American consumers who regularly give more advice to others and have more credibility when they recommend a brand to their friends and family. Keller Fay has found that Conversation Catalysts™ represent less than 10% of the American population but they are up to two to three times more likely to
We’re in the middle of our three-course meal sharing interesting research from a client-only Keller Fay TalkTrack® report about the Food & Dining category. In our first course, we shared how active Americans are in talking about food & dining brands and which brands they most often mention. For this dish, we’ll serve up the gender differences that exist and share how credible and actionable word of mouth conversations about food & dining brands are. Americans who talk about food & dining brands skew female. According to Keller Fay, the male/female split is close to 50/50 for all marketing-related word of mouth conversations. However, for food & dining brands, the split is 55% women and 45% men. It’s clear. Women are more active than men in engaging in conversations with
The Food & Dining product category is one of the more interesting categories Keller Fay measures through its ongoing TalkTrack® study. It’s interesting because brands in this product category range from quick service restaurants (QSR) to casual dining to grocery stores to packaged goods. It’s also interesting because these are beloved brands that are highly talkable. Christine Cea, Unilever Brand PR Director, defines a talkable brand as one that penetrates the culture and becomes “…so seamlessly woven into the fabric of conversation that sharing brand-related information takes on the value of social currency.” Food & dining brands like McDonald’s, Starbucks, Kraft, and Subway all have social currency as evidenced by the Keller Fay statistic revealing nearly 60% of Americans mention a food & dining brand at least once every day
NEWS & INSIGHTS
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