Word of mouth and the internet 1000heads Google dropped this blog post last week detailing a recent piece of US research they conducted with the KellerFay group to help understand the impact that the internet has had on offline word of mouth. To quote the big G themselves: Everyday in the US, there are currently 3.3 billion brand mentions. 2.4 billion conversations involve a brand each day which equates to approximately 1.4 impressions per conversation. While the majority of conversations that involve a mention of a brand (WOM conversations) occur offline, the internet is now the primary source of information stimulating such conversations and it is the leading source for consumers to find information during and after a WOM conversation. In more than 15% of WOM conversations, search engines are

There are 2.4 billion conversations that involve a brand per day. There are 3.3 billion mentions of brands in a day. That comes out to about 1.4 impressions per conversation. We wondered, what effect do the Internet and Internet enabled devices have on these conversations? What is the effect on Word of Mouth? Click here to read more about “Word of Mouth and the Internet.”

NEW YORK: Shoppers in the US mention brands over 3bn times a day, new figures show. Internet company Google and specialist consultancy Keller Fay polled 3,000 adults, and found a majority were “highly likely” to buy something after hearing positive feedback from a trusted source. On receiving favourable reports in this way, 28% of the sample displayed a strong level of purchase intent, and 26% had already bought the offering in question. The study estimated there are 2.4bn conversations involving brands each day, incorporating 3.3bn “mentions” of specific goods and services. A 94% proportion of all interactions still take place offline, with 82% happening face-to-face and 11% on the phone. By contrast, the internet – including social networks, forums and blogs – took just a 5% share on this metric.

With the meteoric rise of social networking, marketers can be forgiven for thinking that word of mouth equals social media. This is wrong on two counts. Firstly, the overwhelming majority of word of mouth still occurs offline, not online. This is not an indictment of social media, but rather a reflection of just how large the volume of face-to-face word of mouth is. Because offline WOM is harder to measure, it’s often discounted. But that’s a mistake. There are important planning and evaluation implications that stem from this, and we have discussed them previously. The second problem with thinking WOM equals social media is that the role of the internet in word of mouth extends far, far beyond social networking sites like Facebook, Twitter, and FourSquare. The things people see

Google searches provide information for about 145 million brand conversations daily. That’s according to a word-of-mouth study from the Keller Fay Group, which pegs the number of conversations about brands that take place in the U.S. at more than 2.4 billion daily. Of those, more than half of consumers who are chatting up goods and services say they are likely to make a purchase based on the conversation. The Google-sponsored study of 3,000 adults across 12 categories set out to determine the influence of the Internet and search, and how media and marketing channels provided content through the entire process. For me, more often than not, face-to-face conversations about a current event or brand are followed up with a keyword search on an engine via the iPhone I always have

In his keynote speech to the Advertising Research Foundation’s recent media conference, New York Times columnist David Brooks talked about key themes from his new book, The Social Animal, that relate to marketing.  He told the audience of nearly 700 that he believes the primacy of emotion is one of the three most important “foundations” coming out of scientific inquiry in the fields of neuroscience and psychology.  “Emotions are central to how we think and to the wiring of the fibers of the brain,” he said. At the same conference, I presented a paper with MediaVest’s Emily Vanides on the topic, “Conversation Triggers:  Sparking Conversation with Advertising and Media.”  Consistent with the point made by Brooks, our research shows that strong emotional content is key to people’s desire to pass

Word of Mouth and the Internet

Monday, 20 June 2011 by

New research from Keller Fay and Google reveals new information on word of mouth and the Internet.  Click here to see the video.

With the buzz surrounding word-of-mouth marketing on the rise, there has been a greater effort to track and analyze this phenomenon. At the ARF/Advertising Research Foundation’s Measurement 6.0 conference in New York on Monday, word-of-mouth research was high on the agenda. Evaluating and quantifying the dynamics of consumer conversations was the topic of a joint study conducted and presented by Ed Keller, CEO of Keller Fay Group and Emily Vanides, VP connections research and analytics at MediaVest. Their research was based on Keller Fay’s TalkTrack methodology that measures conversations online and offline. Using a diary-based survey program, respondents kept track of their conversations and later reported them in an online survey. Some of the findings were quite surprising. Positive experiences (75 percent) are more likely to generate word of mouth

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

Brad Fay presented at the ARF AM 6.0 conference on Monday, June 13, 2011, with Greg Pharo of AT&T and Matt Sato of Accenture. Click here to view the presentation.