Conversation Triggers That Spark Word Of Mouth
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1) Marketing and media often spark conversations about brands, with half of brand conversations referring to marketing or media. 2) Positive brand experiences generate more word-of-mouth than negative experiences, with good experiences driving three times as much word-of-mouth according to the data. 3) Emotions like love and enthusiasm for a brand are the topics that trigger the most word-of-mouth sharing about various product categories according to the US data.
Conversation Triggers That Spark Word Of Mouth
- 1. Conversation Triggers: Sparking Conversations with Advertising & Media Ed Keller CEO, Keller Fay Group Twitter.com/kellerfay Insert Photo Emily Vanides VP Connections Research & Analytics MediaVest Insert Photo June 13, 2011
- 2. 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
- 3. 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
- 4. 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
- 5. 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
- 6. 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
- 7. 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
- 8. 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
- 9. 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
- 10. Presentation to Cover What triggers WOM, according to consumers Role of media/marketing in WOM 10
- 11. (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
- 12. (TalkTrack® Australia) 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. Source: Keller Fay Group‟s TalkTrack® Australia, April – May 2010 12
- 13. (TalkTrack® Australia) “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) Source: Keller Fay Group‟s TalkTrack® Australia, April – May 2010 13
- 14. (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
- 15. (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
- 16. (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
- 17. (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
- 18. 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
- 19. (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
- 20. (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. Source: IPA TouchPoints3 20
- 21. (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. Source: IPA TouchPoints3 21
- 22. (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. Source: IPA TouchPoints3 22
- 23. (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. Source: IPA TouchPoints3 23
- 24. 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
- 25. 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
- 26. Thank you! Insert Photo Insert Photo Ed Keller, ekeller@kellerfay.com Emily Vanides Facebook.com/kellerfay Emily.vanides@mediavestww.com Twitter.com/kellerfay