womma 2010 - amplifying travel word of mouth
TRANSCRIPT
Amplifying TravelWord Of Mouth
Brad Fay, Keller Fay
Graeme Hutton, UM
November 2010
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In The BeginningUM has developed a number of successful WOM strategies and models in consumer high interest areas such as technology, electronics and auto
Question
How far can we apply these findings in sectors where word of mouth should be higher?
Travel is exemplary of this issue. Paradoxically, a high interest category but low WOM levels…
WOM & The Travel Market- A Global Perspective
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Follow Closely Give Advice
18%15%
24%
19%
28%
19%
TalkTrack® U.S. TalkTrack® Britain TalkTrack® Australia
U.S. Consumers Less Apt than Australian & British to Be Engaged in the Travel Category
(% of adults who said they “follow closely” & “regularly give advice” in the travel category)
• Australian adults are the most engaged in terms of following new developments in the travel category, and adults in both Australia & Great Britain are more likely to give advice on the subject.
Base: Respondents, All 18+ (TalkTrack® U.S., n=32,070; TalkTrack® Britain, n=2,472; TalkTrack® Australia, n=2,655)Source: TalkTrack® U.S. (Sept. 2009 – Aug. 2010), TalkTrack® Australia (April 7th – May 10th 2010), TalkTrack® Britain (May 14th – 31st 2010)
+6 +5
-4 -6
-4 -1
+7 +7
-4 +1
+3 +5
+3 +5
+1 +4
+1 +5
- +2
+6 +4
+11 +10
-5 +2
-3 -7
-6 -10
Far Fewer Americans Follow “What’s New” in Travel
(% of respondents 18+ who follow each category closely)
18%
20%
25%
25%
25%
28%
28%
29%
31%
31%
32%
34%
34%
34%
43%
Travel Services
Telecommunications
Financial Services
Children's Products
Automotive
The Home
Personal Care & Beauty
Sports, Recreation & Hobbies
Beverages
Household Products
Shopping, Retail & Apparel
Health & Healthcare
Media & Entertainment
Technology
Food & Dining
5
Base: Respondents, All 18+ (TalkTrack® U.S., n=32,070; TalkTrack® Britain, n=2,472; TalkTrack® Australia, n=2,655)Source: TalkTrack® U.S. (Sept. 2009 – Aug. 2010), TalkTrack® Australia (April 7th – May 10th 2010), TalkTrack® Britain (May 14th – 31st 2010)
TalkTrack® U.S.TT GB TT AU
% diff from…
Category Conversation Catalyst™ TalkTrack® U.S.
TalkTrack® Britain
TalkTrack® Australia
Food & Dining Catalyst™ 9.6% 8.3% 10.4%
Technology Catalyst™ 6.8 8.2 9.9
Health & Healthcare Catalyst™ 6.7 5.1 6.4
Media & Entertainment Catalyst™ 6.6 7.5 7.7
Shopping, Retail & Apparel Catalyst™ 6.5 6.7 7.4
Household Products Catalyst™ 6.1 4.4 5.1
Beverage Catalyst™ 6.0 4.9 7.0
Sports, Recreation & Hobbies Catalyst™ 5.8 6.3 6.2
Personal Care & Beauty Catalyst™ 5.6 5.2 4.9
The Home Catalyst™ 5.4 4.6 5.3
Children’s Products Catalyst™ 5.1 2.9 3.4
Financial Services Catalyst™ 4.7 6.2 5.8
Automotive Catalyst™ 4.4 3.3 4.4
Travel Services Catalyst™ 4.0 4.8 7.1
Telecommunications Catalyst™ 3.7 4.4 6.3
Category Conversation
Catalysts™ are consumers who
have a large social network and report that they regularly give advice in and follow a specific
category.
Americans Are Less Likely to Be Travel Influencers (% of respondents 18+ qualifying as Category Conversation Catalysts™)
Base: Respondents, All 18+ (TalkTrack® U.S., n=32,070; TalkTrack® Britain, n=2,472; TalkTrack® Australia, n=2,655)Source: TalkTrack® U.S. (Sept. 2009 – Aug. 2010), TalkTrack® Australia (April 7th – May 10th 2010), TalkTrack® Britain (May 14th – 31st 2010)
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Travel Services
2.4
4.3 4.5
TalkTrack® U.S. TalkTrack® Britain TalkTrack® Australia
American Adults Talk Only Half as Often About Travel Brands
(Average # of weekly brand mentions, among adults)• While adults in each country make the same number of weekly brand mentions across all categories (60.4 in
the U.S., vs. 67.1 in Australia & 64.6 in the U.K., on average), Australian & British adults report nearly twice as many travel brand mentions per week.
Average # of Weekly Brand Mentions
Base: Respondents, All 18+ (TalkTrack® U.S., n=31,601; TalkTrack® Britain, n=2,457; TalkTrack® Australia, n=2,668)Source: TalkTrack® U.S. (Sept. 2009 – Aug. 2010), TalkTrack® Australia (April 7th – May 10th 2010), TalkTrack® Britain (May 14th – 31st 2010)
Online
On the Phone
Face-to-Face
8%
11%
80%
7%
14%
78%
10%
22%
67%
8
U.S. Travel WOM More on Phone & Online(How & where travel services conversation was conducted, among adults)
• Adults in the U.S. are far more likely than their Australian & British counterparts to talk about travel on the phone or online.
Base: Travel services conversations, Among adults (TalkTrack® U.S., n=6,812; TalkTrack® Britain, n=1,116; TalkTrack® Australia, n=1,124)Note: Online WOM includes email, instant/text message, online chatroom, and blog.Source: TalkTrack® U.S. (Sept. 2009 – Aug. 2010), TalkTrack® Australia (April 7th – May 10th 2010), TalkTrack® Britain (May 14th – 31st 2010)
How Travel Services WOM Takes Place
TalkTrack® U.S. TalkTrack® Britain TalkTrack® Australia
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Series1-16%
-14%
-14%
-10%
-14%
-6%
59%
59%
67%
MixedNegative Positive
TalkTrack® U.S. 47
Net Advocacy (positive less mixed and
negative talk)
33TalkTrack® Britain
Worth the Effort: US Travel WOM Very Positive(Polarity of travel word of mouth, among adults)
Base: Travel Services Brand Mentions, Among adults (TalkTrack® U.S., n=6,181; TalkTrack® Britain, n=967; TalkTrack® Australia, n=999;)Note: Neutral not shown.Source: TalkTrack® U.S. (Sept. 2009 – Aug. 2010), TalkTrack® Australia (April 7th – May 10th 2010), TalkTrack® Britain (May 14th – 31st 2010)
31TalkTrack® Australia
10
US. Travel WOM Highly Credible & Leads to Action
(% adults rating travel WOM highly credible/highly likely to inspire action, “9” or “10” on 0-10 scale)
Credibility/Believability of What Was Heard
Likely to Pass Along to Others
Likely to Seek Out In-formation
Likely to Purchase
60%
53%
40%
48%45%
34%
27%
34%
44%
36%
28%32%
TalkTrack® U.S. TalkTrack® Britain TalkTrack® Australia
• Travel WOM among adults in Australia & Britain trailed far behind travel WOM among American adults on each metric examined here.
Base: Travel Services brand mentions where someone else provided advice, Among adults (TalkTrack® U.S., n=3,734; TalkTrack® Britain, n=582; TalkTrack® Australia, n=599)Source: TalkTrack® U.S. (Sept. 2009 – Aug. 2010), TalkTrack® Australia (April 7th – May 10th 2010), TalkTrack® Britain (May 14th – 31st 2010)
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Internet & Advertising Provide Content to Travel Conversations(% of travel WOM conversations citing marketing or media)
• The Internet plays a key role in driving travel WOM overall as well as for travel giant Delta Airlines. Direct mail/e-marketing is also important in generating talk for the category.
All Categories
Travel Services
% of Household Product Brand Mentions Involving One or More References* 50% 54%
Advertising 23 25
Editorial/Programming 14 10
Television 16 10
Internet 14 32
Point of Sale 9 3
Promotion 9 3
Newspaper 5 5
Direct Mail/E-Marketing 5 9
Magazine 4 4
Radio 3 2
Billboard Ad 1 2
Any Other Type of Ad 3 3
Base: Brand Mentions, Among adults (All Categories, n=145,088; Travel Services, n=6,163; Delta Airlines, n=356)Note: Neutral not shown.Source: TalkTrack® U.S. (Sept. 2009 – Aug. 2010)
1212
10184
69100
348
172
It is True!Talk about Vegas Really Does Stay IN Vegas!
(% of adults talking about “Las Vegas,” indexed to total adults)
• Much like the city’s oft-quoted catch-phrase, WOM about the vacation destination is much higher among those who live in the Las Vegas DMA compared to the other regions of the country.
Base: Respondents, All 18+ (Total Public, n=65,156; Las Vegas DMA, n=396; West, n=13,310; Midwest, n=15,709; Northeast, n=13,279; South, n=22,858)Source: TalkTrack® U.S. (Sept. 2008 – Aug. 2010)
% of adults talking about “Las Vegas” – indexed to all adults
Total Adults
Las Vegas DMA
West Midwest Northeast South
Developing A WOM Strategy For Travel
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Travel in Perspective:WOM Opportunity Grid
Source: UM Analyses of Keller Fay Data
1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 5.51
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15
% Penetration of Category Conversation Catalysts (13+ Pop)
Ca
teg
ory
Sh
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of
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en
tio
ns
%
Total Mentions NormIn
flu
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ce
rs N
orm
High Mentions/High Influencers
High Mentions/Low Influencers
Low Mentions/Low Influencers
Low Mentions/High Influencers
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WOM Opportunity Grid
Source: UM Analyses of Keller Fay Data
1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 5.51
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5
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9
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Food & Dining
Media & Entertainment
Technology
Retail & ApparelBeverages
Sports/Recreation
Personal Care & BeautyHealth & Healthcare
Household Prods
The Home
TelecomsAutomotive
Children’s Products
Financial
Travel
% Penetration of Category Conversation Catalysts (13+ Pop)
Ca
teg
ory
Sh
are
of
To
tal M
en
tio
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%
High Mentions/High InfluencersHigh Mentions/Low Influencers
Low Mentions/Low Influencers Low Mentions/High Influencers
Total Mentions NormIn
flu
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rs N
orm
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WOM Opportunity Grid81% Fit Between WOM Conversations & Influencers
Source: UM Analyses of Keller Fay Data
1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 5.51
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f(x) = 3.13927070316937 x − 3.23250028399409R² = 0.662900174845921
% Penetration of Category Conversation Catalysts (13+ Pop)
Ca
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Sh
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of
To
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%
High Mentions/High InfluencersHigh Mentions/Low Influencers
Low Mentions/Low Influencers Low Mentions/High Influencers
Total Mentions Norm
Infl
ue
nc
ers
No
rm
Change MAP
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1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 5.51
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% Penetration of Category Conversation Influencers (13+ Pop)
Ca
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%
Invite Activation & Participation
Go Beyond The Expected!
WOM Opportunity GridImplied Consumer WOM Strategies
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WOM Opportunity GridImplied Influencer WOM Strategies
1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 5.51
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% Penetration of Category Conversation Influencers (13+ Pop)
Ca
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%
Celebrate& ActivateInfluencers
Identify& NurtureInfluencers
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WOM Opportunity GridSummary Consumer & Influencer WOM Strategies
1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 5.51
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% Penetration of Category Conversation Catalysts (13+ Pop)
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Activate Consumers.Celebrate& ActivateInfluencers
ActivateConsumers.Identify& NurtureInfluencers
Be Unexpected.Identify& NurtureInfluencers
Be Unexpected.Celebrate& ActivateInfluencers
Igniting A Travel
WOM Strategy
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Identifying & Developing
Travel Influencers
Consider competition and promotion to foster travel influencers:
Top Influencer Magazines Top Influencer Web Sites
Travel + Leisure
Condé Nast Traveler
Arthur Frommer’sBudget Travel
Source: MRI 2010 Travel Category Influentials
Trip Advisor
Hotwire
Orbitz
Note how these two media platforms fulfill different need states
22
Providing The Consumer Trigger
Provide Reminders & Reasons to Talk
“Last summer my wife and I spent a couple of weeks in Sardinia and we loved every moment of it. When we got back, we told all our friends about this gorgeous island, but then something happened: we stopped.”
“A trigger can be simple. The LiveStrong bracelet triggers conversations about living with cancer. Samples from the Kiehl’s store trigger you to talk about skin care as you hand those packets to friends and family. In the case of Sardinia, a link to a video or some pictures would have acted as triggers. All we needed was a reminder.”
-- Emanuel Rosen 4/21/10
Source: MRI 2010 Travel Category Influentials
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Create Strategic Surprise
“By mastering the art of strategic surprise, brands are… forcing us to think; refreshing our jaded view of the everyday world”
“We repay them by noticing and spreading the news… to our neighbors as well as our Facebook friends”
Molly Flatt, President, WOM UK
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Be Unexpected
26
A UM WOM Modeling Insight
To achieve scale and speed,
brand WOM characteristically needs
Digital, Social, or Advertising Media
27Construction of the TransAtlantic Tunnel: Paris to New York By Train In 8 hours
28Web Page: Paris to New York By Train – Be Among The Pioneers!
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Paris Subway Billboard – Paris to New York By Train In 8 hours
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French travel agent, Voyages-SNCF, wanted to be seen as more than just a train booking agent
5 days after the TransAtlantys’ ad campaign broke:• 107,000 Google & Yahoo searches, • 74,000 emails sent inc the website link
• 4,000 emails were sent to Transatlantys.com, many of which included résumés
• Debated on national French TV
Record 87,000 reservations via site, sales up more than +50%
By year end, 2 million unique visits to website and Transatlantys train tickets even auctioned on eBay
TransAtlantys Hoax
Proving SuccessMedia’s Contribution to WOM
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Airlines Dominate Travel WOM (Top 10 brands with most mentions, by country)
TalkTrack® U.S. TalkTrack® AustraliaTalkTrack® Britain
1. Delta Airlines
2. Southwest Airlines
3. American Airlines
4. United Airlines
5. Expedia
6. Marriott
7. US Air
8. Travelocity
9. Jet Blue
10.
Continental Airlines
1. Qantas
2. Jetstar
3. Flight Centre
4. Virgin Blue
5. Tiger Airways
6. Singapore Airlines
7. Virgin Atlantic
8. Air Asia
9. Emirates
10.
Air New Zealand
1. British Airways
2. Thomas Cook
3. Easy Jet
4. Thomson
5. Ryanair Airlines
6. Virgin Atlantic
7. Expedia
8. Travelodge
9. Holiday Inn
10.
KLM
• Travel websites also make the list in each country, while hotel brands are limited to the top U.S. & U.K brands. The second-most mentioned brand in the U.K. is travel company Thomas Cook, unique because it operates storefronts, as well as a website, where Brits can purchase holiday packages.
Top 10 Mentioned Travel Brands
Base: Travel Services Mentions, Among adults (TalkTrack® U.S., n=11,290;;TalkTrack® Britain, n=1,561; TalkTrack® Australia, n=1,776)Source: TalkTrack® U.S. (Sept. 2009 – Aug. 2010), TalkTrack® Australia (April 7th – May 10th 2010), TalkTrack® Britain (May 14th – 31st 2010)
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Delta’s Reported Media SpendTV1%
Mags44%
Newspapers28%
Radio1%
Digital2%
OOH24%
Delta’s annualized media spend circa $20 million (2 years ending July 2010)
Source: Kantar (media ex digital) and Nielsen (digital)
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Delta Projected WOM
Delta Actual WOM
Delta Airlines WOM Model
Source: UM Analysis of Keller Fay Talk Track, Kantar (media ex digital) and Nielsen (digital)
WOM Model Fitr2 = 86%Adjusted r2 = 85%
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Delta Actual WOM
Delta Projected WOM
Base WOM Level
Delta Ad-Generated WOM Level
Delta Airlines WOM ModelCore Drivers
Source: UM Analysis of Keller Fay Talk Track, Kantar (media ex digital) and Nielsen (digital)
WOM Model Fitr2 = 86%Adjusted r2 = 85%
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Source Of Potential WOM
-20%
0%
20%
40%
60%
80%
100%
Base: 82%
Competitive Ads: -11%
Delta Ads: 7%
Media’s contribution to WOM is relatively low. Ranges in other categories between 10%-40%
37
Source of WOM Primary Media Channels
1.85
7.41
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
Delta TV Spend Delta Newspaper Spend
Ave 4-Weekly Historical WOM Contribution
Pro
jec
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Bra
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Co
nv
ers
ati
on
s (
Mil
lio
ns
)
Source: UM Analysis of Keller Fay Talk Track, Kantar
Other media may also have affected WOM via campaign synergy etc
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And the moral of the travel story is…Foster engagementSeek ways to remind people to talk about travel experiences• “Forward thinking:” Leverage traveler databases for content designed for sharing
• Trigger memories with photo sharing, newsletters, reviews, etc.
Leverage Media for WOM Advertising really does help boost travel brand conversations. But a brand’s competitors will eat its WOM lunch, unless the brand: • Develops outstanding, compelling messaging
• Ensures sufficient competitive weight and intensity
Be unexpected! • Travel marketers need to provide consumers and influencers with
reasons to talk. In campaign communications development, think Strategic Surprise