Keller Fay Launches WOM Program to UK
MediaDailyNews The Keller Fay Group plans to launch the firm’s TalkTrack word of mouth measurement program on an ongoing basis in Great Britain. The decision mirrors the success of Keller Fay’s research efforts in the UK during the past year. These efforts include a nationwide word of mouth study that was jointly commissioned by Starcom MediaVest, ESPN and News International, as well as a word of mouth module in IPA’s 2010 Touchpoints3 survey that is the result of a partnership between . More >
Conversations about Car Brands
This is the final in a series of posts sharing Keller Fay TalkTrack® analysis on word of mouth in the automotive industry. The information shared below is from a comprehensive two-year study of nearly 100,000 brand-related conversations Americans have had offline and online about cars. We’ve covered lots of territory in the past month sharing word of mouth insights into the Automotive industry. First, we learned the more talkable a brand is, the greater its market share. Next, we learned . More >
Psst, Did You Know Most Word of Mouth is Offline, Not on Social Media?
Social media is all the rage today among marketers and communicators. The allure of Facebook, Twitter, Four Square, and other social networking sites, along with all the apps that help to fuel conversation and allow marketers to connect to consumers, is a powerful draw. But here is something that might come as a big surprise to some of you. Despite the tremendous attention being paid to social media, and the meteoric rise in the number of people using social media, when it comes to brand-related . More >
Conde Nast – Keller Fay Study Puts a Price on Influencers
Last week, UM’s Graeme Hutton posted a blog piece in which he posed the question, “Do Influencers Really Matter?” By analyzing the relationship between influencers and general consumers Hutton concludes the answer to his question is “yes”; and he says “if a brand is to maximize its conversation potential, it’s not enough to focus simply on creating the conversation with consumers, a parallel communications strategy should often be embraced for influencers.” He suggests ways brands . More >
Conversations about Bailouts, Bankruptcies, and Recalls
This is the third in a series of posts sharing Keller Fay TalkTrack® analysis on word of mouth in the automotive industry. The information shared below is from a comprehensive two-year Keller Fay study of nearly 100,000 brand-related conversations Americans have had offline and online about cars. The headlines beginning in 2008 were disastrous for the automobile industry. Sales of new cars in America plummeted 31.9% in October 2008 compared to the same month in 2007. In January 2009, the US . More >
Surprising Facts about Automotive WOM
This is the second in a series of posts sharing Keller Fay TalkTrack® analysis on word of mouth in the automotive industry. The information shared below is from a comprehensive two-year study of nearly 100,000 brand-related conversations Americans have had offline and online about cars. Did you know . . . 35% of Americans have at least one brand-related conversation about cars every day. Of course you did, you read the first post in this series. Seriously, according to Keller Fay research, . More >
Keller Fay Car Talk
The beleaguered automotive industry is revving up its sales engine. Chrysler, Ford, Honda, and Nissan have all recently reported year-over-year sales increases of more than 15%. That’s remarkable news given the still sluggish U.S. economy. There’s much to talk about with the automotive industry from these strong sales figures to the still top-of-mind government bailout of the industry to the introduction of innovative hybrid cars to fallout from Toyota’s quality concerns stemming . More >
Two-Thirds of All Brand-Related Word of Mouth is Positive
By now most marketers recognize the central role that word of mouth and social media play in consumer decision making and strategies to tap the power of word of mouth – both online via social media channels and offline – is becoming a more important priority. However, there remains a lingering concern for many marketers. How can they be certain that they won’t say negative things if they facilitate consumer conversation? And isn’t the power of negative WOM far greater than . More >
Subaru isn’t running under the radar any more
Fortune November 5, 2010 by Alex Taylor III Subaru, which makes a habit of beating expectations, has done it again. For October, Subaru saw its sales jump 25% in a month where auto sales as a whole rose only 13%. In the year to date, its sales are up 23% vs. the industry’s 11%. With two months still to go, Subaru has already beaten its own yearly sales record. Subaru doesn’t grow by selling the deal instead of the car. According to Edmunds.com, its incentives in October were the second-lowest . More >
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