The document discusses word of mouth (WOM) marketing research from the Keller Fay Group. Some key findings include: - 90% of conversations occur offline, primarily face-to-face, while only 8% are online. Certain "Conversation Catalysts" have much larger social networks and influence than average. - Advertising plays a bigger role in driving WOM than people realize. TV ads are the most commonly referenced type of advertising in WOM. - The internet is most referenced in WOM about products and services, while TV is most referenced for media/entertainment WOM. - The brands with the most weekly WOM impressions tend to be large advertisers. In

1. The Face-to-Face Book
Summary Data Slides
May be used for non-commercial purposes with
attribution to The Face-to-Face Book (Free Press: 2012)
and The Keller Fay Group LLC
Prepared by
Ed Keller, CEO
Brad Fay, COO
© 2012 Keller Fay Group

2. About The Face-to-Face Book
The Face-to-Face Book presents a unique, research-backed point of view about the value of real
relationships in a time when social media has taken center stage. Companies are pouring
billions into Facebook and Twitter, hoping that they have finally found the holy grail of
marketing. But, the fact remains that it is the in-person conversations that still matter most.
Based on six years of research by the award-winning word of mouth research firm, the Keller
Fay Group, the Face-to-Face Book presents a multitude of case studies and research studies
that show that:
•Over 90% of conversations still take place offline, primarily face to face, with less than 8%
occurring online
•Human beings are fundamentally wired to be social and are highly influenced by direct, in-
person conversations
•Large companies, such as Apple, General Mills, Kimberly Clark and Toyota have been
successful by integrating WOM into their advertising and marketing campaigns
•Consumers often reference other forms of media when they are talking about a brand, making
the case that advertising can be designed to spark WOM conversation
www.kellerfay.com 2

3. About the Keller Fay Group
About Keller Fay
The Keller Fay Group is the first full-service market research company focused exclusively on
word of mouth (WOM) and brand advocacy. The firm’s founders, Ed Keller and Brad Fay are
authors of The Face-to-Face Book, “a celebration of the supremely social nature of all human
beings and how that drives the consumer marketplace.” The book is based on research from
Keller Fay’s TalkTrack® program is the only continuous study of WOM in all channels (online
and offline) designed to closely monitor and measure the marketing-relevant attributes of
actual consumer conversations. TalkTrack® was launched in the U.S. in 2006 and in the United
Kingdom in 2011. For further information about the Keller Fay Group, visit our website
www.kellerfay.com.
Join our Network:
www.facebook.com/kellerfay
www.twitter.com/kellerfay
www.slideshare.net/kellerfay/
www.linkedin.com/company/keller-fay-group
CONTACT: Kristen Beveridge, Vice President, 732-846-6800, kbeveridge@kellerfay.com
www.kellerfay.com 3

4. Table of Contents
Section I: Word of Mouth Overview Stats……….page 5
Section II: Conversation Catalysts®…………………page 8
Section III: Advertising and Word of Mouth……page 12
Section IV: The Internet and Word of Mouth….page 16
Section V: Brands and Word of Mouth…………...page 19
Section VI: Summary WOM Tactics………………...page 24
www.kellerfay.com 4

5. WOM Overview Stats
WOM Stats
www.kellerfay.com 5

6. WOM Conversations Largely Take Place Offline
Research from Keller Fay
Group shows 90% of Mode of Conversations
WOM conversations are
offline, while 8% are
online. Only 2% of WOM Other
occurs on social media. 2%
Social Media
2%
Instant/Text
Total Online: 8% Message
3%
Face to Face
Total Offline: 90%
Email 76%
Phone
3%
14%
Source: Keller Fay Group’s TalkTrack®, July 2010 – June 2011
Page 18, The Face-to-Face Book, Free Press, 2012
www.kellerfay.com 6

7. 2 Out of 3 Conversations are Positive
Polarity of WOM Conversation by Category
Net Advocacy
(Ranked by net Mostly Mostly (positive minus
Mixed
Research from Keller Fay advocacy score) Positive Negative mixed &
negative talk)
Group’s TalkTrack® shows
Children’s Products 74% 5% 11% 58
only 8% of WOM
Food/Dining 73 6 11 56
conversations are negative.
Beverages 72 5 11 56
Meanwhile the Children’s
Personal Care/Beauty 72 5 11 56
Products category earns the Household Products 71 5 11 55
best WOM quality while Retail/Apparel 71 5 13 53
Telecom suffers the most. Media/Entertainment 71 6 14 51
Travel Services 68 7 13 48
All-Category Average 66 8 15 43
The Home 64 8 15 41
Automotive 62 9 17 36
Technology 63 9 18 36
Sports/Hobbies 63 10 18 35
Health/Healthcare 55 12 17 26
Financial Services 51 14 16 21
Telecommunications 51 15 22 14
Source: Keller Fay Group’s TalkTrack®, July 2010 – June 2011
Page 191, The Face-to-Face Book, Free Press, 2012
www.kellerfay.com 7

8. Conversation Catalysts®
WOM Stats
www.kellerfay.com 8

9. The Size of the Real World Social Network of
Conversation Catalysts® is Double the Average
Average Number of People Communicate With Fairly Often
Total Public Conversation Catalysts®
Conversation Catalysts® are Total Network: 16 Total Network: 33
everyday consumers who
stand out because they have
large social networks, they
regularly keep up with what’s
new and emerging, and they 11 13
6 5
are sought out by friends,
family, and neighbors for
advice and recommendations.
5
9
Family Acquaintances Friends
Source: Keller Fay Group’s TalkTrack®, July 2010 - June 2011
Page 62, The Face-to-Face Book, Free Press, 2012
www.kellerfay.com 9

10. Conversation Catalysts® Give Twice as Much
Advice on Average Than Total Public
Percentage of People Giving Category Advice and Recommendations
Conversation
Total Public
Catalysts®
Food/Dining 77% 36%
Research from Keller Fay Retail/Apparel 61 25
Group’s TalkTrack® shows that Media/Entertainment 59 26
it is possible to identify Beverages 56 24
category specialists who are Technology 55 26
particularly active Sports/Hobbies 52 21
recommenders in a single Personal Care/Beauty 50 21
category. But there is quite a lot Health/Healthcare 48 22
of overlap among categories; Household Products 46 19
people who recommend in one Automotive 41 19
area are much more likely to do Public Affairs/Politics 41 18
so in others too. The Home 40 16
Telecommunications 40 15
Children’s Products 37 18
Financial Services 37 17
Travel Services 31 12
Source: Keller Fay Group’s TalkTrack®, July 2010 – June 2011
Page 63, The Face-to-Face Book, Free Press, 2012
www.kellerfay.com 10

11. Conversation Catalysts® Have Nearly Two and Half
Times as Many Brand Conversations vs. Total Public
Average Number of Brand Conversations Per Week
Whereas the average Americans has about 65
conversations per week about brands,
Conversation Catalysts® have nearly 2.5 times
150
as many: 150 conversations per week. This is a
group of people who, if they can be engaged
and activated on a brand’s behalf, can certainly
drive the conversations that drive results.
65
Total Public Conversation
Catalysts®
Source: Keller Fay Group’s TalkTrack®, July 2010 – June 2011
Page 65, The Face-to-Face Book, Free Press, 2012
www.kellerfay.com 11

12. Advertising and WOM
WOM Stats
www.kellerfay.com 12

13. Advertising Plays a Bigger Role Than People Think (Or Say)
What Consumers Say What Consumers Do
Consumers say they rely on advertising to learn about products, but …But in fact, the closer they get to a decision the more they
claim it plays a diminishing role as they approach an actual decision. talk about ads in their word of mouth conversations.
70% 50%
60%
40%
50%
30%
40%
30% 20%
20%
10%
10%
0% 0%
Awareness Research Decision- Awareness Research Research Final
Phase Phase Making Phase Phase Phase Decision
(Broad) (Narrow)
Source: Keller Fay Group for NBC Universal, March 2011
Page 81, The Face-to-Face Book, Free Press, 2012
www.kellerfay.com 13

14. One-Quarter of Brand WOM References Ads
Industries Ranked by the Percentage of WOM Influenced by Advertising
% of WOM Influenced
Industry
by Advertising
Ads are talked about most Media/Entertainment 31
frequently in conversations Telecommunications 29
about entertainment and Personal Care/Beauty 28
movies, followed by telecom, Technology 27
beauty, technology, and Automotive 27
automotive. The Home 27
Household Products 26
The right ad at the right time Retail/Apparel 25
with the right message can All-Category Average 25
spark word of mouth, Travel Services 25
regardless of category. Food/Dining 24
Children’s Products 23
Beverages 22
Sports/Hobbies 21
Financial Services 19
Health/Healthcare 18
Source: Keller Fay Group’s TalkTrack®, July 2010 – June 2011
Page 96, The Face-to-Face Book, Free Press, 2012
www.kellerfay.com 14

15. TV Ads are the Most Prevalent
Type of Advertising Referenced
Percentage of All WOM Conversations Driven by Advertising
Ads that Spark WOM: By Medium
On a collective basis, other
forms of advertising (the % Referenced
Type of Ad
Internet, newspapers, in WOM
magazines, radio, and
Television Ad 11.4
outdoor) are about on par
with TV. So all media should Internet Ad 4.5
be considered eligible for
driving word of mouth; the Newspaper Ad 4.0
key for marketers is to find
Magazine Ad 3.0
the right type of message
that will reach the right type Radio Ad 2.0
of consumer, at the right
time, via the right channel. Billboard Ad 1.7
Any Other Ad 2.8
Source: Keller Fay Group’s TalkTrack®, July 2010 – June 2011
Page 99, The Face-to-Face Book, Free Press, 2012
www.kellerfay.com 15

16. The Internet and WOM
WOM Stats
www.kellerfay.com 16

17. Internet is Most Referenced in WOM About Product & Service
Categories, While TV is #1 for Media & Entertainment WOM
Percentage of Media & Marketing Elements Referenced in Type of WOM
Media &
Products Services
Each media offers Entertainment*
different advantages Any Media/
when it comes to Marketing Reference 49% 49% 61%
sparking or supporting Internet 15 23 15
conversation, and these
are also important TV 13 13 35
considerations for Point of Sale 12 6 5
marketers and media
planners. Coupons/Promotions 11 4 3
Newspaper 6 5 6
Magazines 5 4 5
Mailing 5 8 4
Radio 3 3 4
* includes Media/Entertainment and Sports/Hobbies
Source: Keller Fay Group’s TalkTrack®, July 2010 – June 2011
Page 119, The Face-to-Face Book, Free Press, 2012
www.kellerfay.com 17

18. The Internet is a Powerful Reference Source for Conversation
Percentage of Media & Marketing Elements Referenced in All WOM
Online Sources Talked About in WOM
Media/Marketing % Referenced
Across all categories, Element in WOM
only 2.6% of all
conversations involve Internet (any reference) 16.0
a reference to social
media, including Company Website 5.2
blogs and social
networking sites. Internet Ad 4.5
Other Website 3.1
Online Consumer Reviews 2.9
Social Media 2.6
Source: Keller Fay Group’s TalkTrack®, July 2010 – June 2011
Page 120, The Face-to-Face Book, Free Press, 2012
www.kellerfay.com 18

19. Brands and WOM
WOM Stats
www.kellerfay.com 19

20. The More a Brand Advertises,
the More Likely it Will be Talked About
The Most Talked-About Brands in America
Top WOM Weekly WOM
Rank Successful marketing isn’t just
Brands Impressions (in millions)
about cuing more conversations;
1 Coca-Cola 212 it’s also about driving strongly
2 Walmart 190 positive conversations that lead to
3 Verizon 185 recommendations and purchases.
The best marketers, Keller Fay
4 AT&T 167 Group has found, use a variety of
5 Pepsi 150 messaging techniques that lead to
6 Apple Computer 147 sharing and recommending.
7 Ford 145
8 Sony 108
9 McDonald’s 106
10 Dell 99
Source: Keller Fay Group’s TalkTrack®, July 2010 – June 2011
Page 30, The Face-to-Face Book, Free Press, 2012
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21. Audiences With the Most Weekly
Brand-Related WOM Conversations
Average Number of Brand Conversations Per Week
Top 10 of 113 Media Audiences Shown Advertisers can take better
advantage of these media
Vogue 128 by using them as a way to
introduce “new news” that
WSJ.com 124 they want to spread, by
Disney.go.com 119 making ads in online
publishing environments
Us Weekly 119 easy to share with others,
and by using messages that
New York Times 119 people will feel compelled
NBA.com 118 to share with others.
Wall Street Journal 118
USAToday.com 117
Southern Living 117
USA Today 116
Source: Keller Fay Group’s TalkTrack®, July 2010 – June 2011
Page 125, The Face-to-Face Book, Free Press, 2012
www.kellerfay.com 21

22. Brand WOM in Stores is More Likely to
Lead to Purchase Intent
Percentage Rating WOM Highly Likely to Inspire Purchase Intent
“9” or “10” on 0-10 scale
5% of all brand
conversations actually 57%
occurs inside a store.
Though not a very large 50%
percentage, this is a very
large volume, as
consumers are exposed
to in-store
conversations some 750
million times per week.
Any Location In a Store
Source: Keller Fay Group’s TalkTrack®, July 2010 – June 2011
Page 129, The Face-to-Face Book, Free Press, 2012
www.kellerfay.com 22

23. People Talked About Different Brands in
All WOM vs. Social Media WOM
Top 10 Social Brands (2010): Social Media vs. All Word of Mouth
Social Media Word of Mouth
Looking across the ten
most social brands, the 1 iPhone Coca-Cola
average ranking when it
comes to all word of 2 BlackBerry Walmart
mouth is 82. The biggest
3 Disney Verizon
disconnect is Android,
which is the fourth most 4 Android AT&T
social brand online but
5 iPad Pepsi
drops to 400 on the list of
most talked-about brands 6 Sony Ford
offline and online.
7 Apple Apple
8 MTV McDonald’s
9 Coca-Cola Sony
10 Samsung Dell
Source: Social Media data from Vitrue. Word of Mouth data from Keller Fay Group’s TalkTrack® 2010.
Page 150, The Face-to-Face Book, Free Press, 2012
www.kellerfay.com 23

24. Summary Tactics
WOM Stats
www.kellerfay.com 24

25. Consider WOM in all stages of planning
Consumers are social, and the goal of all marketing is to
activate our true, social nature
•Start with your story – make it compelling and “talkworthy”
•Tap the right talkers – put your media in front of the people who will most likely talk about
you. We call them Conversation Catalysts®
•Choose your channels – focus on the media outlets that will be most effective 1) telling your
story and 2) targeting your Conversation Catalysts®
www.kellerfay.com 25