Sports Catalysts are a Marketer’s Dream
The most active and passionate talkers about sports are men. That’s not necessarily a surprising statistic. What is surprising is how active, passionate, and influential the most talkable men are about sports. Keller Fay keeps a close eye on the activity of people who disproportionately drive brand-related word of mouth (WOM) conversations. These talkative Americans are called Conversation Catalysts™ by Keller Fay because, when compared to the total public, they spark more WOM conversations, . More >
Who’s Talking About Health Care? Not Main Street
Members of Congress of both parties are talking again about health care. The House of Representatives made a vote to repeal “Obamacare” its first legislative agenda item for the new Congress. They said it was what they were elected to do. But are the American people talking about health care too? Not particularly, according to the most recent word of mouth tracking by my firm. In the fourth quarter of 2010, a period that included the run up to the election as well as the Lame Duck . More >
Sports Word of Mouth
The NCAA recently crowned its national champion in football. NFL playoffs are in full swing. The NBA and NHL are in mid-season. MLB teams will be reporting to spring training soon. And, the NCAA’s March Madness basketball tournament is just around the corner. We’re in the throes of sports, sports, and more sports. Because we are in the throes of sports, Americans are talking about sports. A Harris Interactive poll from 2010 finds 35% of Americans say professional football (NFL) . More >
The Power of “Free” to Spark Word of Mouth
A recent study by the consulting firm of A.T. Kearny stimulated a lot of commentary by people I follow on Twitter, Facebook, etc. Entitled “Socially Awkward Media,” the study finds that despite the growing presence of marketers on Facebook and other social networking sites, most are not yet engaging with consumers very well. “Traditional marketers are so bad at understanding social networks that many have all the confidence of awkward teenagers at their first school dance. They’re just . More >
Conversation Catalysts™ and the Home Products Category
Last week we learned Americans (ages 18-69) will talk about home appliance brands in everyday conversations with others a staggering 22 BILLION times in a year. That’s a significant word of mouth opportunity for marketers. Within this audience exists a group of people who disproportionately drive word of mouth conversations about brands in the Home products category. Keller Fay refers to these talkative people as Conversation Catalysts™. Through its ongoing TalkTrack® study into word . More >
WOM and the Home Products Category
Many of us spent lots of time the past two weeks in our homes with family and friends celebrating the holidays and the New Year. Others spent the past two weeks at home cocooned because of wintry weather. If wintry weather hasn’t forced you to spend more time in your home, it probably will. And when we spend time inside our homes, we end up talking to family and friends in person, by phone, or online. Which of course leads us to talking about word of mouth and home appliance brands. Keller . More >
Survey Shows Gender Differences in Retail Social Media Use
Marketers know they need to play in the social media space. A new survey offers insight into the nature and expectations of consumers using these channels – and how brands can glean information about what motivates their customers. Men and women use social media differently, according to Empathica, a customer interaction consultancy which specializes in retail clients. Empathica’s survey found more men citing looking for information as a primary goal (36%) than women (28%) when interacting . More >
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