facebook & keller fay: where social tv meets word-of-mouth, arf re:think 2014
DESCRIPTION
The Top 10 Fall TV shows of 2013 were assessed by two measures: online social chatter as measured on Facebook, and offline word of mouth about television as measured by Keller Fay’s TalkTrack®. A 0.73 correlation was found between the two methods, with instructive differences based upon demographics, genre, and high-interest episodes. Responses to specific popular programs such as Dancing with the Stars, Glee, The Big Bang Theory, and Scandal were analyzed.TRANSCRIPT
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@The_ARF #ARFRETHINK14
Total TV Chatter: Social TV Meets Word-of-Mouth
Brad Fay
COO Keller Fay Group
Eurry Kim
Researcher Facebook
Patrick Kemp
Marketing Effectiveness Researcher Facebook
Matt Phillips
Account Director Keller Fay Group
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Facebook & Keller Fay Where Social Chatter Meets Word of Mouth
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True Detective
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Measuring Social TV on Facebook
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Public information about TV
shows is leveraged to
classify content on
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People can declare on
Facebook that they are
watching a TV show
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People make ample use of
#s to amplify and classify
their own content
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Measuring Social TV Offline
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Keller Fay Group’s method of measuring all WOM
• Keller Fay Group’s TalkTrack®, a continuous, national
syndicated survey measuring word of mouth in all
forms – face-to-face, phone, and online.
• Involves 36,000 consumers annually, yielding
approximately 360,000 mentions of brands spread
evenly through the year.
• Respondents representative of US population aged
13 to 69; they use diary to track brand conversations,
then complete online survey to gather information
about conversations.
Face-to-Face 76%
Phone 13%
Online 9%
Other 2%
Mode of Conversations
Across All Categories
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Over half of Americans talk about
media/entertainment at least once per day
57%
51%
45%
40%
39%
38%
33%
32%
31%
26%
25%
25%
24%
19%
14%
Food/Dining
Media/Entertainment
Beverages
Sports/Recreation/Hobbies
Technology
Retail/Apparel
Health/Healthcare
Telecommunications
Automotive
The Home
Personal Care/Beauty
Financial
Household Products
Travel Services
Children
% of People Having at Least 1 Daily Conversation in Category
© 2014 Keller Fay Group, Source: TalkTrack® 2013
TV 54% Movies 23%
Online Media 9%
Other 15%
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TV show WOM peaked at beginning
of 2013 fall TV season
0%
1%
2%
3%
4%
5%
% of All Brand Mentions (Rolling 4 Week Avg.)
TV Shows TV Networks Mid-season
premieres/ finales of
The Walking Dead,
Duck Dynasty,
The Bachelor and
The Bible
Period of Analysis
© 2014 Keller Fay Group, Source: TalkTrack® 2012 - 2013
2012 Fall
premieres
2013 Fall
premieres
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Top 10 Shows
Source: Keller Fay TalkShare, Facebook 2013
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Rank correlation of shows as
measured by Keller Fay and Facebook
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The Reality of Social TV Chatter Of those who engage in Social TV chatter, most talk about reality TV
Source: Keller Fay TalkShare, Facebook 2013
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Women engage in more social TV chatter Consistent across Facebook and offline
Source: Keller Fay TalkShare, Facebook 2013
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Online Social TV Chatter is Younger Word of mouth conversations capture older demographics
Source: Keller Fay TalkShare, Facebook 2013
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Glee
Source: Keller Fay TalkShare, Facebook 2013
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Glee
Source: Keller Fay TalkShare, Facebook 2013
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Glee Facebook Chatter
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Dancing with the Stars
Source: Keller Fay TalkShare, Facebook 2013
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Dancing with the Stars
Source: Keller Fay TalkShare, Facebook 2013
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The Big Bang Theory
Source: Keller Fay TalkShare, Facebook 2013
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The Big Bang Theory
Source: Keller Fay TalkShare, Facebook 2013
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Scandal
Source: Keller Fay TalkShare, Facebook 2013
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Scandal
Source: Keller Fay TalkShare, Facebook 2013
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Scandal Facebook Chatter
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Key Points
•TV is highly social, online and offline
•Online and offline show similarities
•Differences are instructive
• Demographics
• Genre
• High-interest episodes
•Value in integrating online/offline insights
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Continue the conversation…
> @kellerfay
> @eurryPlot
> @The_ARF
> #ARFRETHINK14
> Talk to us face-to-face
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@The_ARF #ARFRETHINK14