Most WOM Still Offline in UK

Tuesday, 23 August 2011 by 23 August, 2011 The vast majority of word of mouth regarding companies and brands is still spread in the UK by offline means, new figures show. Keller Fay, the specialist consultancy, estimated that over 90% of such conversations were attributable to traditional media, while digital channels contributed less than 10% of the total. More specifically, it reported that 81% of interactions in which products or services were mentioned by name were in face-to-face conversations. In contrast, only 10% of discussions occurred on the phone and just 9% were generated by the web, including via email and social networks. Overall, the typical British consumer spoke about approximately 10 brands every day, according to Keller Fay. Encouragingly for marketers, two-thirds of conversations concerning these goods and services could be described as 22 August, 2011 Keller Fay Group has launched its TalkTrack® word-of-mouth research programme in the UK on a continuous basis, with Carat, Omnicom Media Group and ESPN signed up as clients. The TalkTrack® study was launched in the US in 2006, and, like its UK equivalent, carries out interviews with consumers about their online and offline brand-related conversations. Keller Fay says the programme will analyse more than 250,000 conversations across all major consumer categories each year. The study has also been endorsed by the Institute of Practitioners in Advertising (IPA) and Keller Fay worked with the organisation to incorporate WOM questions into the latest wave of its Touchpoints media usage survey. Keller Fay’s UK MD Steve Thomson said: “The importance of word of mouth and its ability to drive

MediaTel: Newsline 22 August, 2011 Keller Fay plans to launch its TalkTrack® word of mouth measurement programme on an ongoing basis in the UK. Initial clients include Carat, Omnicom Media Group (OMD and PHD), and ESPN. Early results from the 2011 UK study show: The average British consumer discussed around 10 brands per day 81% of word mouth takes place face-to-face, 10% is via phone, 9% is online (including email, texting, and social networking sites) Around two-thirds of conversations about brands are “mostly positive”, with more than one-third of WOM with an active recommendation to buy or try a brand/product Food/dining and media/entertainment are the top two categories discussed by consumers Mark Greenstreet, joint MD of Aegis Media’s AEvolve Unit, said: “Carat are excited to be a launch supporter of

– Research shows over 90% of UK WOM is offline; under 10% is online – 22 August, 2011, London – The Keller Fay Group today announced the launch of its TalkTrack® word of mouth measurement programme on an ongoing basis in the U.K. Initial clients include Carat, Omnicom Media group (OMD, PHD, Brand Science), and ESPN. TalkTrack® is Britain’s first continuous study of consumer word of mouth across all channels (online and offline). Covering all major brands in the UK, TalkTrack® will analyse more than 250,000 brand conversations annually across all major consumer categories. Launched in the US in 2006, TalkTrack® is used by many leading brands, media agencies and media owners and is the basis for awards from ESOMAR, the Advertising Research Foundation (ARF), and the word of Mouth

MediaPost News August 3, 2011 Regardless of what channels deliver the information, nearly 50% of consumers 18-54 say they are very likely to purchase items based on word of mouth. That’s according to new research from Microsoft Advertising, in conjunction with the Keller Fay Group, which collected 24,724 interviews from respondents ages 18-54 throughout 2010. So, how do marketers influence those conversations?  “The answer is by reaching the right social audience,” according to Natasha Hritzuk, director of ad sales research and analytics at Microsoft. “If you’re putting your brand messages in front of individuals that don’t talk and share, that’s not going to help your word of mouth,” added Hritzuk.  “You want to go beyond platforms to build real relationships with consumers who are social and likely to speak favorably

Banks and bankers have not had a good press over the last few years, with politicians, media commentators, and the general public seemingly having little good to say about them. For other financial services brands the picture is not quite so dire, but even so, brands in this sector appear to be tolerated rather than loved. Brand relationships are strictly platonic. Added to that, who wants to talk to friends about boring old banking and insurance brands?  So surely there must be very little positive word of mouth in this sector? Well, it’s true that financial services comes towards the bottom of the list of categories which people talk about – but not the very bottom.  29% of Americans had a conversation about this category in the past 24 hours,

For more on Keller Fay and Google research: click here.

Life in the Fast (Food) Lane

Tuesday, 12 July 2011 by

Today’s teens live in the fast lane – school, homework, extra-curricular activities like sports or band, a social life, and in many cases a part-time job take up much of their time.  They are on the go from early in the morning to late at night.  And often fast food is the quickest and easiest option to fuel their fast-paced lives. Recent Keller Fay research from TalkTrack®, our ongoing study of what people are talking about, both online and offline, shows that teens are also highly likely to talk about fast food, or QSR (Quick Service Restaurants):  20% of QSR WOM is among teens age 13 to 17.  And for some of the more popular brands, teens account for more than one-quarter of those talking about them (Burger King, 27%;

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.”