Wom Media Consumption Consumer Purchasing a Word of Mouth Media Plan1839
WoM: Why We Should Care About Offline Word of Mouth
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Transcript of WoM: Why We Should Care About Offline Word of Mouth
(c) 2006 Word of Mouth Marketing Association. You may share this presentation if it is not altered in any way.
Learn more about WOMMA and how we can help you improve your word of mouth marketing program at www.womma.org.
Why We Should Care About Offline Word of Mouth
Ed Keller, CEOThe Keller Fay Group
Slide 3
Word of Mouth Has Taken Off!
Word Of Mouth Is Valued
1½ times more today by consumers than in the 1970s
2 times as much as traditional media
The New Imperative: Getting Into The Conversation
Slide 4
Many assume WOM growth = Growth of blogs, social media, viral
•Blog growth is impressive •So is growth of social media
“MySpace, which has accumulated 67 million members since its launch in 2004, is currently growing by an average of 250,000 new members daily, said Dani Dudeck, a MySpacespokeswoman. That phenomenal growth rate has pushed its ranking among popular sites to a par with such notable players as Yahoo.”
Slide 5
And yet . . .
•There are 3.5 billionWOM conversations per day in America*
•Do you know how many take place offline versus online?
*Source: TalkTrack™, Keller Fay Group
Slide 6
TalkTrack™: A New, Continuous Study Monitoring All Word of Mouth
•Diary-assisted reporting of past 24-hour conversations•All modes of conversation
• Face to face• Telephone• Online
•Weekly online data collection• 36,000 interviews per year• 575,000 marketing-relevant
conversations • 400,000 brands mentions
•Representing Americans 13-69
Slide 7
90% of WOM is Offline
70% of marketing-related conversations take place in-person
The remainder are: 1. Phone (19%)2. Email (4%)3. Instant or Text Message (3%)4. Online chatroom or blog (1%)5. Other (3%)
Base: 29,778 Conversations, June/July 2006
*Source: TalkTrack™, Keller Fay Group
Slide 8
11Television (Net)
6Ad
5Program
1Program
1Billboard Ad
1Ad
2Any other Type of Ad
1Article
2Ad
3Magazine (Net)
2Article
2
3
5
1
1
1
2
4
9
%
Newspaper (Net)
Ad
Radio (Net)
Company Website
Internet Ad
By Media Channels
Internet blog/chatroom
Other Website
Online Consumer Reviews
Internet (Net)
Marketing and Media a Key Part of WOM-The Internet Helps Fuel WOM-
Base: 29,778 brand mentions, June/July 2006Other includes sports arenas, concert arenas and events
Promotion5%
No Media/Marketing Referenced
52%
Point of Sale6%
Websites (Company/Other)
5%
Editorial/Programs11%
Advertising17%
Other*1%
Direct mail/emailing4%
*Source: TalkTrack™, Keller Fay Group
Slide 9
So. . . Here’s Why We Should Care About Offline WOM
•There are 3.5 billion WOM conversations per day in America
•The major action in WOM is offline
• > 3.1 billion take place offline
• ~ 245 million take place online
*Source: TalkTrack™, Keller Fay Group
Slide 11
Contact
Ed KellerCEOThe Keller Fay Group65 Church St.New Brunswick, NJ [email protected](732) 846-6800
The Keller Fay GroupBringing best-in-class tools to word of mouth strategy and measurement
•©2006 Keller Fay Group