Conversation Triggers

Conversation Triggers:
Sparking Conversations with
Advertising & Media

Ed Keller
CEO, Keller Fay Group
Twitter.com/kellerfay
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Emily Vanides
VP Connections Research
& Analytics
MediaVest
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June 13, 2011

Word of Mouth is Powerful

“The rewards of pursuing excellence in word-of-mouth are huge,
and it can deliver a significant competitive edge few other
marketing approaches can match”

“It’s the most disruptive factor in marketing”

“Marketing-induced consumer-to-consumer word of mouth
generates more than twice the sales of paid advertising”

McKinsey Quarterly, April, 2010

2

But What Sparks Conversation?

 Many assume WOM is generated by great brand experiences
– Highly satisfied customers become evangelists for brands.
 However, marketing often sparks WOM, as well
– Half of conversations about brands refer to media/marketing.
 To maximizing WOM, we need a clear sense of how marketing
can most effectively “trigger” conversations.
– Which media, at what time of day, in what venues, and relating to what
topics of conversation?

3

WOM is at the core of SMG’s approach
to marketing communications

Simplifying human
understanding to deliver
meaningful brand experiences

Our framework for designing
experiences that matter

4

Ultimately, brands need to be a
part of the conversation

 We live in a networked world
 The role of marketing is to be a spark in the
communities where people live and play
 We have to harness the power of people‟s shared
purpose & voice
– Weaving into the fabric that bonds people together

We must listen & understand the
conversations and how we can trigger them

5

We looked to our partners at Keller
Fay to provide new insights

 5+ year partnership with SMG
 Proven approach to WOM tracking and analysis
– Inclusive of both online AND offline

 International perspective
 Successful and market-leading insights into the
relationships between marketing and brand WOM
– E.g. Super Bowl, Olympics, Cross-media studies, etc

6

Multiple Data Sources: TalkTrack®
 TalkTrack® Methodology
– TalkTrack® is a diary-based survey program that measures all forms of word of mouth (WOM) –
offline + online.
– Respondents keep a diary of conversations over a 24-hour period, and then take an online survey
where they report on these conversations.

 TalkTrack® US
– A national syndicated program involving 36,000 consumers aged 13 to 69 annually.
– The majority of TalkTrack® US results presented in this analysis are derived from interviews
collected during November 2009 to October 2010, and during this time a total of 36,622
respondents participated.

 TalkTrack® Britain
– Study was fielded online in May 2010.
– A total sample of 2,578 16 to 69 year olds participated in the first wave of this study.

 TalkTrack® Australia
– Study was fielded online in April – May 2010.
– A total sample of 2,829 16 to 69 year olds participated in this study.

7

Multiple Data Sources:
IPA TouchPoints 3
 Unique and original survey of 5,400 British adults aged 15+
– Information gathered through individual PDA diaries and self-completion
questionnaires.
 The findings presented here focus on the diary portion of TP3.
 The diary records information on a half hourly basis on the
following:
– Location of respondent
– Who they were with
– What they were doing (consuming media, communicating, etc.)
– What media they were consuming
– Their mood
 Research was conducted during September 2009 through
February 2010.

8

Regardless of Market (or Category),
Offline Conversations Dominate
How Brand Conversations Take Place

US = 7%
Britain = 7%
Australia = 7%

US = 91%
Britain = 92%
Australia = 91%

Source: TalkTrack®: US, July 2009 – June 2010; Australia, April 2010, Britain, May 2010

9

Presentation to Cover

 What triggers WOM, according to consumers
 Role of media/marketing in WOM

10

(TalkTrack® Australia)

What Triggers WOM,
According to Consumers

“Which one of the following comes closest to describing what
prompted or “sparked” the conversation? “

“Something else”
generally relates
to “neutral” or
factual talk about
brand experiences
or purchase plans.

Base: Conversations (All WOM, n=17,653)
Source: Keller Fay Group‟s TalkTrack® Australia, April – May 2010

11


Important Differences in
WOM Triggers by Category
What “Sparked” The Conversation
Ranked by “All WOM” Results on Previous Slide

Base: Conversations (Beauty & Personal Care, n=634; Beverages, n=1,390; Technology, n=1,368; Financial, n=1,003)
Note: Percentages will not add to 100% because “something else” is not shown. These figures are 32%, 46%, 27%, and 42%, respectively.

12


“Good” Experiences Drive
Three Times More WOM than “Bad”
• WOM about positive experiences is more likely to be shared with others than WOM about negative experiences.

What “Sparked” The Conversation – Sharing an Experience

Good-Bad Experience Ratio:
Beauty & Personal Care – 7:1
Beverages – 5:1
Technology – 3:1
Financial Services – 1:1

20% of all WOM is
driven by “sharing an
experience” – three-
quarters of which is
“good.”

Base: Conversations (All WOM, n=17,653)

13

(TalkTrack® US)

Positive, Strong Emotions
Trigger the Most WOM
Summary Table: WOM Topics Surfacing in Each Category by Pass-Along Likelihood

Beauty & Personal Care Beverages
Topics Surfacing in Each Category Highly Likely Not Likely Highly Likely Not Likely

Superlative Brand Enthusiasm (Love, Excellent…) 10% 6% 11% 6%
General Brand Enthusiasm (Great, Good…) 15% 11% 11% 11%
General “Like” /Think Brand is OK 8% 7% 10% 11%
Brand Criticism (Terrible, Bad, Hate, Worst) 3% 5% 2% 5%
Brand Reputation (Positive) 6% 4% 2% 2%
Brand Works Well 14% 9% 17%* 11%*
Brand Does Not Work Well 3% 6% 3%* 3%*
Purchase Decision 10% 10% 15% 17%
“Need” The Brand 10% 7% 5% 5%
“Want” The Brand 1% 3% 5% 5%

*For “Works Well” for beverages examined “tastes good” and brand hydrates, wakes me up, etc.
**For “Works Well” we examined “rate of return/earning interest” and positive feedback on customer service, since finance is a services oriented category. “Doesn‟t Work Well” is negative customer service.
***For “Cost” examined charges/fees/interest/rates positive and negative.
Note: Shading denotes statistical significance at the 90% confidence level.
Source: Keller Fay Group‟s TalkTrack®, October 2009 – September 2010

14

(TalkTrack® US)

Positive Emotions Also Key Trigger
for Tech & Financial WOM
Summary Table: WOM Topics Surfacing in Each Category by Pass-Along Likelihood

Technology Financial
Topics Surfacing in Each Category Highly Likely Not Likely Highly Likely Not Likely

Superlative Brand Enthusiasm (Love, Excellent…) 11% 5% 6% 3%
General Brand Enthusiasm (Great, Good…) 25% 18% 13% 7%
General “Like” /Think Brand is OK 5% 5% 2% 2%
Brand Criticism (Terrible, Bad, Hate, Worst) 7% 9% 14% 11%
Brand Reputation (Positive) 8% 3% 3% 1%
Brand Works Well 5% 2% 5%** 4%**
Brand Does Not Work Well 1% 3% 3%** 5%**
Purchase Decision 5% 6% N/A N/A
“Need” The Brand 2% 1% N/A N/A
“Want” The Brand 6% 2% N/A N/A

*For “Works Well” for beverages examined “tastes good” and brand hydrates, wakes me up, etc.
**For “Works Well” we examined “rate of return/earning interest” and positive feedback on customer service, since finance is a services oriented category. “Doesn‟t Work Well” is negative customer service.
***For “Cost” examined charges/fees/interest/rates positive and negative.
Note: Shading denotes statistical significance at the 90% confidence level.
Source: Keller Fay Group‟s TalkTrack®, October 2009 – September 2010

15

(TalkTrack® US)

Media Play a Big Role in
Driving WOM

~ Half of consumer brand conversations
refer to marketing or media

…led by television (17%)
Internet (15%)
point of sale (9%)
newspapers (6%)
magazines (5%)
direct mail/email (5%)

Marketing and media are tools for encouraging WOM
Source: Keller Fay Group‟s TalkTrack®, November 2009 – October 2010

16

(TalkTrack® US)

Which Media that Trigger WOM?
Plan by Category
Media and Marketing References
(% of WOM conversations citing media or marketing; top 3 references highlighted)
Beauty &
Financial
All WOM Personal Beverages Technology
Services
Care
Brand Mentions Involving
52% 59% 44% 55% 41%
One or More References*
Television 17% 15% 12% 13% 8%
Internet 15% 13% 8% 26% 19%
Point Of Sale 9% 14% 15% 12% 4%
Magazines are Promotion 8% 18% 12% 6% 3%
disproportionately
referenced in Newspaper 6% 6% 5% 6% 5%
beauty WOM.
Direct Mail/E-Marketing 5% 5% 3% 5% 10%
Magazine 5% 9% 4% 6% 3%
Any Other Ad 3% 3% 3% 3% 3%
Radio 3% 3% 3% 3% 3%
Billboard 2% 2% 2% 2% 1%
Base: Brand Mentions (All WOM, n=170,380; Beauty, n=7,361; Technology, n=13,523; Beverages, n=17,822; Financial Services, n=8,324)
*Up to two media/marketing references can be selected so figures will not add to this total row.
Source: Keller Fay Group‟s TalkTrack®, November 2009 – October 2010

17

Introducing the
Media Sociability Index™
 Which media give advertisers the best access to consumers while
they are in a conversational mode?
– Based on proximity of media use and conversation.
– TouchPoints3 (UK) is data source.
 The Media Sociability Index™ reveals “highly sociable media.”
– This is an index which compares „those consuming media and
communicating‟ with the average percentage of people communicating at
any given half-hour interval over the course of the day.

18

(IPA TouchPoints 3)

Conversations Happen More Often at
Times When Media are Being Consumed
• The baseline Media Sociability Index for conversations is 141 (based on 45% divided by 32%).

All Forms of Conversation (Offline or Online)

Media Sociability Index***
= 141

% of Total Adults Having % of People Consuming Media
Conversations Who Are Simultaneously**
During Each Half Hour Conversing with Others Offline or
(Average Day*) Online (Average Day)
*An average of the average percentage of offline./online or offline conversations during each half hour was taken to arrive at this figure.
**Same half hour
***Media Sociability Index compares „those consuming media & communicating‟ with the average percentage of people communicating during the day.
Source: IPA TouchPoints3

19

(IPA TouchPoints 3)

Internet & Radio are Highly Sociable,
Coinciding Most with Conversations

Boxed figures
represent Keller Fay‟s
Media Sociability
Index** metric

163 153 141 103 100

*Same half hour
**Media Sociability Index compares the above results to the average percentage of people communicating overall (32%) or just offline (30%) over the
course of the day.

20

(IPA TouchPoints 3)

Large Variances in Times of Day People
Socialize While Using Media

Workplace use drives the
sociability of Internet use during
the morning hours.

*Same half hour
**Midnight to 4AM excluded for print media due to low base sizes during these hours.

21

(IPA TouchPoints 3)

Media Consumption at Work & School
Enjoy Highest Sociability
The Percentage of People Consuming Media Who are Simultaneously* Conversing with
Boxed figures Others Offline or Online – By Location
represent (During Average Day – Monday through Sunday)
Keller Fay‟s
Media
Sociability 141 225 219 131 128
Index** metric

*Same half hour
**Media Sociability Index compares the above results to the average percentage of people communicating overall (32%) across each day part.

22

(IPA TouchPoints 3)

Digital Channels Related to Kids &
Music Earn Highest Sociability Scores
The Percentage of People Watching Digital TV Channels Who are Simultaneously*
Conversing with Others Offline or Online
(During Average Day – Monday through Sunday)

% Communicating
Type of Digital Channel Watched Media Sociability Index**
with Others
Children’s 73% 228
Music 54% 169
Home/DIY/Gardening 49% 153
Sport 48% 150
Reality 47% 147
News/Current Affairs 47% 147
Entertainment 46% 144
Shopping 44% 138
Game Show 41% 128
Movie 41% 128
Nature 39% 122
*Same half hour
**Media Sociability Index compares the above results to the average percentage of people communicating overall (32%) across each day part.

23

Conclusions:
Opportunities to Trigger WOM
 Marketing and media play important roles in triggering WOM:
– Consumers tell us media “triggers” WOM 20% of the time.
– Consumers report both conversing and consuming media during the same day
parts.
– Consumers report nearly half their conversations contain a reference to content
they found in marketing.
 Conversations often happen close to the times when media are being
consumed, providing marketers access to conversations.
– Early morning and early evening are especially good times to reach people who
are consuming media and socializing.

24

Conclusions:
Opportunities to Trigger WOM
 TV & Internet are referenced in the largest volume of conversations,
while point of sale & promotions play a key role in CPG WOM.
 The Internet is possibly the most “sociable” of media, especially at
work.
– Radio surprisingly effective at reaching people in social context.
– Television, especially programming/channels related to children, DIY, or sports, is
effective in triggering conversations at home.
 Positive experiences trigger more WOM than negative.
– WOM containing stronger emotions tends to be the most viral.
– Positive talk related to product efficacy, such as “works well,” is also more likely
to be shared with others.

25

Thank you!

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Ed Keller, ekeller@kellerfay.com Emily Vanides
Facebook.com/kellerfay Emily.vanides@mediavestww.com
Twitter.com/kellerfay

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