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©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.
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©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
