By Ed Keller The Keller Fay Group

1. Learn more about WOMMA and how
we can help you improve your word
of mouth marketing program at
www.womma.org.
(c) 2006 Word of Mouth Marketing Association.
You may share this presentation if it is not altered in any way.

2. Why We Should Care
About Offline Word of Mouth
Ed Keller, CEO
The Keller Fay Group

3. Word of Mouth Has Taken Off!
Word Of Mouth Is Valued
1½ times more today by
consumers than in the
1970s
2 times as much as
traditional media
The New Imperative: Getting Into The Conversation
Slide 3

4. Many assume WOM growth =
Growth of blogs, social media, viral
•Blog growth is impressive •So is growth of social media
“MySpace, which has accumulated
67 million members since its launch
in 2004, is currently growing by an
average of 250,000 new members
daily, said Dani Dudeck, a MySpace
spokeswoman. That phenomenal
growth rate has pushed its ranking
among popular sites to a par with
such notable players as Yahoo.”
Slide 4

5. And yet . . .
•There are 3.5 billion
WOM conversations per
day in America*
•Do you know how
many take place offline
versus online?
*Source: TalkTrack™, Keller Fay Group
Slide 5

6. TalkTrack™: A New, Continuous Study
Monitoring All Word of Mouth
•Diary-assisted reporting of past
24-hour conversations
•All modes of conversation
• Face to face
• Telephone
• Online
•Weekly online data collection
• 36,000 interviews per year
• 575,000 marketing-relevant
conversations
• 400,000 brands mentions
•Representing Americans 13-69
Slide 6

7. 90% of WOM is Offline
70% of marketing-related conversations
take place in-person
The remainder are:
1. Phone (19%)
2. Email (4%)
3. Instant or Text Message (3%)
4. Online chatroom or blog (1%)
5. Other (3%)
Base: 29,778 Conversations, June/July 2006
*Source: TalkTrack™, Keller Fay Group
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8. Marketing and Media a Key Part of WOM
-The Internet Helps Fuel WOM-
By Media Channels %
Television (Net) 11
Ad 6
Program 5
Internet (Net) 9
No Media/Marketing
Company Website 4
Referenced
Advertising
52% Internet Ad 2
17%
Online Consumer 1
Reviews
Other Website 1
Internet 1
blog/chatroom
Editorial/Programs
Newspaper (Net) 5
11%
Ad 3
Websites Article 2
(Company/Other)
Magazine (Net) 3
5%
Other*
Promotion
Ad 2
1%
5% Point of Sale
Direct mail/emailing
Article 1
6%
4%
Radio (Net) 2
Ad 1
Base: 29,778 brand mentions, June/July 2006
Program 1
Other includes sports arenas, concert arenas and events
Billboard Ad 1
*Source: TalkTrack™, Keller Fay Group Any other Type of Ad 2
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9. So. . . Here’s Why We Should Care
About Offline WOM
•There are 3.5 •The major action
billion WOM in WOM is offline
conversations per
day in America
• > 3.1 billion take
place offline
• ~ 245 million take
place online
*Source: TalkTrack™, Keller Fay Group
Slide 9

11. Contact
Ed Keller
CEO
The Keller Fay Group
65 Church St.
New Brunswick, NJ 08901
ekeller@kellerfay.com
(732) 846-6800
Slide 11

12. The Keller Fay Group
Bringing best-in-class tools to
word of mouth strategy and
measurement
•©2006 Keller Fay Group