©2010 Keller Fay Group LLC

Word of MouthVirtues of

Online Media

©2010 Keller Fay Group LLC

Growing Internet Influence

©2010 Keller Fay Group LLC

Keller Fay TalkTrack Study

• Monitors marketing-related conversations Americans have offline and online

• Since 2006, over 1.5 million conversations have been captured, tabulated, and studied

• In the past year, Keller Fay has interviewed 36,000 Americans (ages 13-69)

• Keller Fay is able to measure the quantity, quality, and the drivers behind word of mouth conversations.

®

©2010 Keller Fay Group LLC

The most talked about brand...

©2010 Keller Fay Group LLC

Word of Mouth Online

©2010 Keller Fay Group LLC

Word of Mouth Online

©2010 Keller Fay Group LLC

Word of Mouth Online

©2010 Keller Fay Group LLC

“Talk Intention” Matters

©2010 Keller Fay Group LLC

Conversation Catalysts

©2010 Keller Fay Group LLC

©2010 Keller Fay Group LLC

©2010 Keller Fay Group LLC

©2010 Keller Fay Group LLC

The “Credibility Gap”

photo: http://www.flickr.com/photos/lapicero/2114074319/

©2010 Keller Fay Group LLC

Offline vs. Online Credibility

59%49%

OFFLINE

ONLINE

Highly Credible

Highly Credible

©2010 Keller Fay Group LLC

Online Triggers Word of Mouth

©2010 Keller Fay Group LLC

www.KellerFay.com