New Wharton Research on WOM
What Gets People Talking? New Research from Wharton Reveals Surprising Answers : There is an abundance of attention paid to the tools and technologies that brands can use to facilitate social interaction with and between consumers. Similarly, there are now strong tools and techniques to measure the effectiveness (including ROI) of social media and word of mouth efforts. But far less attention has been paid to understanding what motivates people to talk in the first place. And this has . More >
Offline Talkers Have More Credibility
According to Edelman’s 2010 Trust Barometer study, the percentage of people who view their friends as credible sources of information about a brand has fallen from 45% in 2008 to 25% in 2010. That’s an alarming statistic for marketers wanting to tap into the power of word of mouth through online social media marketing. Some marketers have cited this decline in credibility as a result of “friends” becoming defined more loosely because of social media. Sure, we’re Facebook friends with . More >
Four WOM Statistics
We begin the TalkTrack® Abstract posting series by sharing four statistics every marketer must know. As a way of background, the stats shared below have been culled from recent Keller Fay research data. These stats are priceless research information that can benefit any marketer in any industry. 1. The average American consumer mentions specific brand names 60 times per week in conversations. This TalkTrack® statistic quantifies what we already know: customers talk about brands. . More >
Keller Fay Data Archive
Every brand seeks to be part of conversations people are having about businesses, products, and services. Word of Mouth (WOM) conversations have become today’s sought-after earned media. That’s because the sharing of marketing-related opinions between consumers are more authentic and credible than marketing messages bought and placed by companies. The problem marketers have is measuring and monitoring all WOM conversations happening offline (person-to-person) and online (social media, . More >
Conversational Power of Talkative People
Celebrity personalities like Ashton Kutcher, Lady Gaga, and Kim Kardashian are developing marketing partnerships with brands in hopes of driving word of mouth conversations. As the “President of Pop Culture” at Popchips, Ashton is using his social media reach to promote Popchips to his Twitter followers and Facebook fans. Polaroid is using Lady Gaga’s creative talent to make the Polaroid brand more talkable. And, Kim Kardashian will tweet promotional message for brands on Twitter . More >
Australia Word of Mouth
The results of Australia’s first in-depth study of word of mouth find that Australians have an average of 67.8 conversations about products, services, and brands per week, exceeding slightly the number of weekly conversations for people in the US (65.7). The research, conducted by Keller Fay for Australia’s leading word-of-mouth marketing company Soup, was conducted in April and early May 2010, and employs a methodology that captures both offline as well as online word of mouth. Comparisons . More >
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