Keller Fay launches ongoing WOM survey in the UK

Keller Fay plans to launch its TalkTrack® word of mouth measurement programme on an ongoing basis in the UK. Initial clients include Carat, Omnicom Media Group (OMD and PHD) and ESPN.

Early results from the 2011 UK study show:

• The average British consumer discusses around 10 brands per day

• 81% of word of mouth takes place face-to-face, 10% is via phone, 9% is online (including e-mail, texting, and social networking sites)

• Around two-thirds of conversations about brands are “mostly positive”, with more than one-third of WOM with an active recommendation to buy or try a brand/product

• Food/dining and media/entertainment are the top two categories discussed by consumers.

Mark Greenstreet, joint MD of Aegis Media’s AEvolve Unit, said: “Carat are excited to be a launch supporter of the TalkTrack® initiative. It will provide us valuable insight into how bought and owned communications drive the earned media of face to face conversations in addition to our existing online and mobile social media measurement tools.”

Philippa Brown, CEO of Omnicom Media Group UK, added: “Keller Fay’s TalkTrack® will provide a bridge between holistic brand level tracking data and more granular (but online only) social listening data. This will allow OMG agencies to develop ways to create, amplify and manage word of mouth as a communication channel for our clients.”