Clout in the Real World
By Ed Keller Klout declares itself to be “the standard of influence,” and many marketers these days buy into the notion that when it comes to influence the action is mostly – or most importantly – taking place online. Social media influence is often called word of mouth on steroids. However, this belies the fact that the overwhelming amount of word of mouth influence – even among consumer influentials – still takes place offline, in the real world. I was pleased, therefore, to see a . More >
Unilever embraces WOM, but will need more than social media to trigger it
By Steve Thomson, Managing Director, Keller Fay- UK The UK’s Marketing magazine this week posted an intriguing article outlining how Unilever was “shifting focus from social media to word of mouth”. In fact, as the piece acknowledges, it’s not that Unilever is turning its back on social media as such, but that the global fmcg power is demanding more from it. Unilever’s Debbie Weinstein is quoted as saying “We are now looking to develop broader social CRM programmes and trigger . More >
Your Facebook Fans are “1 Percenters”
Ed Keller With this week’s Facebook IPO filing, a lot of big numbers are being bandied about: An estimated $5 billion initial offer, and perhaps between $75 and $100 billion for the total market valuation. Facebook also represents big numbers to brand marketers: An audience of nearly 1 billion consumers, and the growing legions of brand fans – often tens of millions –marketers have accumulated on Facebook. Social media pundits often liken them to an army of brand advocates, ready to engage . More >
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