all media are social arf june 2012
TRANSCRIPT
Contextual Media Planning All Media Are Social
David ShiffmanSVPMediaVest
Kevin MoellerExecutive Director
Media Behavior Institute
Brad FayCOO
Keller Fay Group
IntroductionConsumers communicate Online & Offline across various
“contextual environments” that are important to marketers.– Media consumption helps drive Online & Offline Communication
Keller Fay / USA TouchPoints Fusion– Implications of targeting relevant consumers when social interaction takes
place can turn any media into a social media.
A social strategy needn’t rely on online “social media.” All media are social, if you plan for it properly.
USA TouchPoints
We create a rich, multi-dimensional view of the consumer that generates insights and drives relevance
Starting With A Simple, Powerful App
Location
Activities
Social Setting
Media Emotions
And a High Quality Study … Nested Within GfK MRI’s Survey of the American Consumer
National probability sample of 2,000
adults 18-64 withdrawn from GfK
MRI sample
Performance rates checked,
compliance ensured
Ascribed to MRI’s latest 21,000+ respondents
✔GfK MRI Respondents
USA TouchPoints
2,000 People, 20,000 Days, 480,000 Hours of American Life
Locations20
Mega Media Categories
8
Social Settings
10
Activities23
Emotional Mindsets
17
Internet Site Types
33
Keller Fay Group The first research-based marketing
consultancy focused on word of mouth
Ed Keller: Author of The Influentials & Past President of Word of Mouth Marketing Association
Brad Fay: Winner, Grand Innovation Award of Advertising Research Foundation; WOMMA board member
At the center of WOM Marketing– Only firm to measure all WOM
Offline + Online– New in 2012: The Face-to-Face Book
7
TalkTrack® Methodology Data collected through an online survey
– Sample drawn from several of largest online consumer panels– Demographically balanced to US Census for ages 13 to 69
Conversations counted with assistance of 24-hour diary– Respondents recruited to take notes on conversations in 15 “marketing- relevant”
categories over next 24 hours– Re-contacted a day later to answer standardized questions about brands/companies
talked about during past 24 hours
Sample sizes support time series analysis– 700 respondents per week; 36,000 per year– Yield 7,000 conversational brand mentions weekly; ~ 350,000 per year
The fusion of TalkTrack® data with USA TouchPoints provides opportunity to plan media for word of mouth– Reach consumers in “social context” based on USA TouchPoints data
8
All Media Are Social % of Word of Mouth Conversations Driven by Media/Marketing
Billboard
Radio
Mailing
Magazine
Newspaper
Promotion
Point of Sale
TV
Internet
Any Media/Marketing
3%
3%
4%
5%
6%
8%
10%
17%
17%
53%
Source: TalkTrack® US Ages 13-69, April 2011 – March 2012
Adults Are Social When Consuming Media% of Media Users Who Are Simultaneously* Communicating
(Offline or Online)
Any Media Internet Radio TV Print
45%
63%
45%40% 40%
*Same half hourSource: 2011 USA TouchPoints
(During the Average Day Mon-Sun, Average by Half Hour Increment Between 5am & Midnight)
Offline Communication Goes with All Media; Online Mainly with Internet Use% of Media Users Who Are Simultaneously* Communicating
Offline (Face to Face or Phone) Online (Email, IM, Text, Social Media)
42%
17%
55%
47%43%
13%
38%
9%
38%
10%
Any Media Internet Radio TV Print
*Same half hourSource: 2011 USA TouchPoints
(During the Average Day Mon-Sun, Average by Half Hour Increment Between 5am & Midnight)
Offline and Online Sociability Varies by Lifestage
Total Adults Married Single (18-34) Single (35-64)
42%48%
43%
27%
17% 18%25%
10%
Offline Online
*Same half hourSource: 2011 USA TouchPoints
% of Media Users (Any) Who Are Simultaneously* Communicating
Online talk while consuming media
highest among young singles
Offline talk while consuming media highest among married adults
(During the Average Day Mon-Sun, Average by Half Hour Increment Between 5am & Midnight)
TV’s Sociability Varies By Lifestage
Married Single (18-34)
44%40%
8%
21%
Offline Online
% of TV Viewers Who Are Simultaneously* Communicating
*Same half hourSource: 2011 USA TouchPoints
High degree of online sociability among young singles while watching
TV
Among marrieds, TV is mainly an offline WOM
opportunity
(During the Average Day Mon-Sun, Average by Half Hour Increment Between 5am & Midnight)
Fringe & Primetime Height of TV Offline Sociability
0%
10%
20%
30%
40%
50%
60%
70%
MarriedMarried (18-34)Single (18-34)
% of TV Viewers Who Are Simultaneously* Communicating Offline
Average Weekday (M-F)
Average Weekend
*Same half hourSource: 2011 USA TouchPoints
0%
10%
20%
30%
40%
50%
60%
70%
MarriedMarried (18-34)Single (18-34)
Among Singles, TV Most Sociable Online Most of the Weekend Day and Evening
Average Weekday (M-F)
Average Weekend
*Same half hourSource: 2011 USA TouchPoints
Smaller scale than previous slide
0%
10%
20%
30%
40%MarriedMarried (18-34)Single (18-34)
0%
10%
20%
30%
40%MarriedMarried (18-34)Single (18-34)
% of TV Viewers Who Are Simultaneously* Communicating Online
How to Target for Social ContextTarget young singles for a new movie
– Determine best time of day to reach young singles who are most engaged in WOM about media/entertainment brands
– Determine what programming is more apt to be watched
Using Keller Fay’s WOM SegmentsEntertainment Catalysts™
represent 6% of young singles but engage in 2X more media/entertainment conversations
Catalysts have larger than average social networks, keep up with what’s new and are sought out for their advice
All Singles(18-34)
EntertainmentCatalysts™
11.1
20.6
Average Weekly Media/Entertainment Conversations
Among Singles (18-34) X 1.9
Singles (18-34)
All Media Are Social Among Young Singles Who Are Engaged in Entertainment WOM
Internet Print Radio TV
58% 55%49% 46%
75%80%
58%64%
All Singles (18-34) Entertainment Catalysts™
% of Single (18-34) Media Users Who Are Simultaneously* Communicating (Offline/Online)
*Same half hourSource: 2011 USA TouchPoints – TalkTrack® Fusion
129
145
118
139
INDEX to All
Singles
(During the Average Day Mon-Sun, Average by Half Hour Increment Between 5am & Midnight)
During Weekdays, Fringe & Primetime Key Target Times
*TV Sociability reflects the % of Young, Single Media Talkers who are watching TV & communicating (any form), during average hour on the average weekday.Unable to look at Entertainment Catalysts™ TV sociability due to low incidence, therefore looked at the broader group of Entertainment talkers ages 18-34. Source: 2011 USA TouchPoints – TalkTrack® Fusion
07:0
0am
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-10%
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60%
70%All Singles (18-34) Entertainment Catalysts™ TV Sociability*
% S
ing
les
18
-35
Watc
hin
g T
V
TV
So
ciab
ilit
y*
(--)
% of Singles (18-35) Watching TV During Weekdays(Average Weekday Day Part – Monday through Friday)
Height of TV viewership
& sociability during
fringe and primetime
Height of TV viewership
& sociability during
fringe and primetime
TV Dramas Key for Reaching Young Singles
TV Drama Comedy News/Interview Sports (Games, News)
Unscripted (Documentary,
Reality, In-struction)
36% 34%
20% 21%
35%
56%
22% 20%13%
10%
All Singles (18-34) Entertainment Catalysts™
% of Singles (18-34) Watching TV Program Types During Weekday Evenings (During the Average Weekday Day – Monday – Friday - During 5PM – 11PM)
Source: 2011 USA TouchPoints – TalkTrack® Fusion
Conclusions “Social context” of media consumption is a
valuable consideration for marketers in light of the power of social influence to drive purchase decisions.
New tools are making it possible to target relevant consumer influencers by selecting media channels when social interaction is most likely to occur.
A social strategy needn’t rely on online “social media.” All media are social, if you plan for it properly.
