All media Are Social ARF June 2012

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adults 18-64 withdrawn from GfK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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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.