The Conversation Manager: Q&A with Author and Consultant Steven Van Belleghem :
I write regularly in this column about the rising power of word of mouth and social media and the opportunities for brands to spark consumer conversation as both a marketing strategy and an outcome of marketing activity. But a key challenge that arises for brand marketers is to determine what they must do to adapt their organizations, and their individual behaviors, to succeed in today’s new social era. Steven Van Belleghem, Partner at InSites Consulting in Belgium, has recently . More >
The Medium and the Message: The Surprising Role the Internet Plays in Word-of-Mouth
It almost always surprises people when I show our research that finds 90%+ of word of mouth conversations about products, services, and brands takes place offline, while less than 10% of conversations happen online through blogs, chat rooms, and social media such as Facebook and Twitter. How could that be, many ask, given the meteoric rise of social media sites?A new study from Yahoo! and Keller Fay Group released last week sheds new light on the role the internet plays in driving . More >
TV Still Owns Watercooler, but Shares it with the Web
Internet Matches TV’s Influence Over Conversation, According to New Research Advertising Age Once, TV was the symbolic water-cooler that drove consumer conversations. It still is. But the tube is being upstaged by the web, which now nearly matches it in terms of influence on conversations, according to a new study from Yahoo! and Keller Fay Group. Keller Fay has taken the air out of the online buzz balloon for years with survey research finding that most discussion about brands still happen . More >
Google’s Seven Rules for Building Brands with Word of Mouth
Last week, the Word of Mouth Marketing Association (WOMMA) held its School of WOM in Chicago. The theme: Creating Talkable Brands. (Disclosure: I am a WOMMA Board member.)In a conference full of strong keynoters (Jeffrey Hayzlett, the “celebrity CMO” of Kodak; Dan Heath, co-author of Made to Stick and the newly-published Switch; and GroupOn CEO Andrew Mason, among others), one talk stood out above the others for me for the lessons it conveyed. It was by Jim Lecinski, Google’s Managing . More >
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