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Total TV Chatter: Where Social TV Meets Word-of-Mouth, ARF RE:THINK 2014
Presentation by Facebook and The Keller Fay Group on Total TV Chatter at the Advertising Research Foundation’s RE:THINK 2014, NYC, March 2014   TV viewing and program selection is a highly social phenomenon, both on-line and off-line. The Top 10 Fall TV shows of 2013 were assessed by two measures: online social chatter as measured on Facebook, and offline word of mouth about television as measured by Keller Fay’s TalkTrack®. A 0.73 correlation was found between the two methods, with instructive differences based upon demographics, genre, and high-interest episodes. Responses to specific popular programs such as Dancing with the Stars, Glee, The Big Bang Theory, and Scandal were analyzed. ...Read More

Feel nothing, say nothing: How emotion and word of mouth are linked
by Ed Keller Keller Fay and other commentators have noted the link between emotion and brand word of mouth (WOM) on a number of occasions.  In particular, a major academic study (On Brands and Word of Mouth) notes that emotion is a key trigger of brand buzz: “the motive to share positive or negative feelings about brands in order to express these emotions or balance emotional arousal.”  A similar point is made by Wharton professor Jonah Berger in his bestselling book Contagious:  Why Things Catch On, noting that emotion is one of the major ingredients that causes things to be talked about or shared: “When we care, we share.” Some emotion-driven buzz is a reaction to a brand experience or event – a great product or service experience, an ad, ...Read More

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2013 Best Book in Marketing

The Face-to-Face Book

by Ed Keller and Brad Fay

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