1. 1.
2. 2. How Social Are Social Media Audiences, Really?
   Brad Fay
   Lauren Hadley
   COOKeller Fay Group LLC
   Associate Research DirectorStarcom
   
3. 3. Social Media Are Exploding & Advertisers Are Eager to Take Advantage
   
4. 4. But What Social Behaviors Generate Meaningful Experiences between Consumers and Brands ?
   Participate in the conversation
   Value exchange with people
   The FourCs are SMGs proprietary framework for designing meaningful experiences between people and our clients brands
   The audience powered or curated by the brand
   Tell and extend the brand story
   
5. 5. How Can We Construct Meaningful Experiences That Stimulate Conversations?
   Understand the role of conversation in creating and amplifying brand consideration
   Measure the impact of campaigns and continually improve the human experience
   Utilize social listening tools to:
   
6. 6. Audience Value of
   Social Networking Online
   
7. 7. Todays Data Source: Keller Fays TalkTrack
   Online survey among consumers 13 to 69
   Participants re-contacted a day later to answer questions about brands talked about during past 24 hours
   Covers all forms of WOM: Offline + online
   700 surveys weekly
   Diary-assisted reporting of a days conversations
   Respondents asked to take notes on conversations in 15 categories over 24 hours
   Brand/company names collected on open-ended basis
   Size of database
   36,000 interviews annually
   About 350,000 brand mentions per year
   
8. 8. TalkTrack: A Unique Approach to Measuring WOM
   All Forms of WOM
   All Points of View
   All People
   U.S. since 2006
   
   • 36,000Interviews per year
   • 9. 350,000+Brand conversations
   International
   
   • UK - 2010
   • 10. Australia - 2010
   All Categories
   All Dimensions
   Media Audiences
   All Brands
   
9. 11. Facebook & Twitter Users Have Larger Offline Social Networks
   Compared to the national average, Facebook (+11%) and Twitter (+28%) have larger social networks
   Twitter Audience
   Facebook Audience
   Total Public
   Total Network: 18.0
   Total Network: 20.8
   Total Network: 16.2
   7.1
   6.7
   6.2
   6.0
   7.5
   5.2
   4.8
   5.3
   6.2
   Friends
   Acquaintances
   Family
   Source: Keller Fay TalkTrack, January December 2010
   
10. 12. Facebook & Especially Twitter Users Recommend More, in All Categories
    (% of respondents who give advice in each category)
    Source: Keller Fays TalkTrack, January December 2010
    
11. 13. Facebook & Twitter Users Talk About More Brands
    (Average number of weekly brand mentions)
    Source: Keller Fays TalkTrack, January December 2010
    
12. 14. Traditional Media Also Offer Social Value
    
13. 15. Where WOM Happens
    What percent of WOM happens on social media, blogs, chatrooms?
    Base: Brand conversations across all categories (n=194,528)
    Source: TalkTrack, January December 2010
    
14. 16. Base: Brand conversations across all categories (n=165,352)
    Source: TalkTrack, January December 2010
    Multiple Touchpoints Contribute to WOM
    (Top 10 touch points shown; % of word of mouth conversations driven by media/marketing)
    
15. 17. How Do Traditional Media Stack Up?
    TalkTrack identifies over 100 media audiences
    Print
    Internet
    TV Channels
    We can evaluate each audience against total public in terms of various forms of social value
    How much do they talk about brands?
    How large are their social networks?
    How many are influencers?
    Some of the answers will surprise you!
    
16. 18. These Audiences Have the Largest Social Networks
    (Average number of people friends, relatives, acquaintancescommunicate with fairly often; top 10 media audiences of 113 shown)
    Source: Keller Fays TalkTrack, January December 2010
    
17. 19. These Audiences Are the Most Engaged in Making Recommendations
    (% of respondents who give advice regularly, indexed to total public; top 10 of 113 media audiences)
    Source: Keller Fays TalkTrack, January December 2010
    
18. 20. These Audiences Have the Most Weekly Brand Mentions
    (Average number of brand mentions per week, top 10 of 113 media audiences shown)
    Source: Keller Fays TalkTrack, January December 2010
    
19. 21. These Audiences Have the Most Influencers
    (% of Conversation Catalysts in audience, indexed to total public; top 10 of 113 media audiences shown)
    Source: Keller Fays TalkTrack, January December 2010
    
20. 22. These Audiences Have the Most Category-Specific Influencers
    (% of Category Catalysts in audience, indexed to total public; top 10 of 113 media audiences shown)
    Source: Keller Fays TalkTrack, January December 2010
    
21. 23. Constructing Meaningful Experiences & Generating Conversation SMG Coke Case Study
    
22. 24. Implications
    Consumer decision making is fundamentally social
    Consumers value most the advice they get from other people, and are highly engaged in seeking recommendations
    It is part of what makes us human, and its always been an important part of how mass communications work
    All media are social
    A wide variety of media are able to reach social consumers
    Look for audiences with lots of social relationshipsoffline as well as online
    Audiences containing more influencers have the most social value
    By all means, use social media but integrate these efforts into broader strategies for media, marketing, and advertising
    
23. 25. Thank You!
    Brad Fay bfay@kellerfay.com
    Facebook.com/kellerfay
    Twitter.com/kellerfay
    Lauren Hadleylauren.hadley@starcomworldwide.com