Introducing TotalSocial for the Automotive Marketplace: Webinar Question & Answer
We heard your questions during our July 15th webinar Introducing TotalSocialTM for the Automotive Marketplace and we have your answers below:
How do you measure offline conversations in particular?
- Keller Fay has for 10 years conducted a continuous online survey of a representative sample of consumers aged 13-69 in which we collect data on the brand related conversations of the prior 24 hours. We interview 3,000 new consumers every month, for a total of 360,000 per year. Respondents tell us a great deal of detail about each brand conversation, which allows us to measure the volume, sentiment, brand sharing, and influence for each brand talked about.
Can you talk a little bit about who you are talking to?
- This continuous survey, known as TalkTrack® interviews a representative sample of people who have agreed to do surveys online. We use demographic quotas and weighting to make sure they are truly representative of the total population 13 to 69.
Did you see a trend in WOM becoming more important for the automotive industry in terms of impact on sales?
- In the automotive industry, we’ve seen a growth in the impact of word of mouth, overall, on sales. Part of that is driven by the really important, significant events we’ve had in the automotive marketplace over the past few years (bankruptcies, major quality issues and recalls with related lawsuits and fines to companies, etc.).In addition, with the complex media environment that exists, consumers are bombarded by paid ads. There is a distrust of advertising, which means more reliance on word of mouth. Consumers under 35 are much more likely to rely on word of mouth as a source of information in their decision. So, as social media and other online activities have grown, so has the impact of word of mouth. Ten years ago, there wasn’t a material amount of social media conversation. Today social media accounts drive between 10 and 33% of the word of mouth influence on conversations, so we can safely say it is growing.
Do you have data that supports the increasing importance of WOM in purchase behavior?
- Word of mouth is becoming more important in market mix models which predict consumer purchases, and the growth of social media also means more impact on consumer behavior.
What type of questions are asked to measure sentiment?
- We have a simple way to determine sentiment in our surveys. A person who was actually a part of the conversations reports to us if the discussion about the brand was mostly positive, mostly negative, equally mixed (positive and negative) or neutral about the brand. We believe this is a highly reliable measure of sentiment.
For the online shared content, how do you account for dark posting?
- “Dark Social” normally refers to digital conversations which are private (email, text, or private messaging) that can’t be measured in social media. We pick that up in our consumer surveys. In addition, our social listening is designed to collect all mentions of brands, whether or not it connected to a brand’s feed.
What are the qualifiers other than follower base for determining an influencer? Are influencers different by category or is there a general group of influencers?
- In our surveys, we ask questions of people to determine how big their real world network of family, friends, and colleagues is, and also we ask about their recommending behavior in multiple categories. We then apply an algorithm to determine their influence level. For online, we consider the size of their follower base, the engagement of their follower base, and also the extent to which their followers have influence too.
What is the feasibility of this methodology for the US Hispanic market?
- We are already conducting our research among both English speaking and Spanish-dominant Hispanics. We have learned that Hispanic Americans have more conversations about brands than other people, and are more engaged in conversation about the marketing they have seen. When we have done research of this kind in Latin America, we also have found higher levels of WOM behavior than in the US market, so we conclude there is a cultural phenomenon occurring.
Can you provide an idea about pricing?
- We will be happy to have a one-on-one conversation with clients about your objectives, and also the cost for TotalSocial. Thank you for your interest!