Conversations vs. Connections
By Ed Keller MIT Professor Sherry Turkle wrote a powerful opinion piece in this past Sunday’s New York Times Sunday Review in which she draws a sharp distinction between conversations that take place face-to-face, in the real world, and connections that get made online through social networking sites. “We are tempted to think that our little ‘sips’ of online connections add up to a big gulp of real conversation,” she writes. “But they don’t. E-mail, Twitter, Facebook, all have their . More >
Why you need ‘words’ to drive word-of-mouth
By Steve Thomson, Managing Director, Keller Fay UK In his latest blog, UK ad legend Dave Trott bemoans the trend for ads which are “beautifully made, but dull and invisible to anyone outside advertising”. Trott’s frustrated with risk-averse clients settling for easy-to-like campaigns which have little of any substance to say. Crucially, Trott feels that the expensive, vapid ads he refers to have weak viral properties, and fail to realise the potential of increasing advertising ROI by “getting . More >
Social TV Viewing, Word of Mouth, and Ad Effectiveness
By Ed Keller When people consume media together, either in-home or out-of-home, does it help or hurt advertising effectiveness? The argument that it hurts the advertiser is the “distraction” model, which argues that the presence of other people distracts people from on-screen content, reducing value to the advertiser. This is an argument put forth by Steven Bellman et al. in their 2011 paper “How Coviewing Reduces the Effectiveness of TV Advertising”. The argument that it helps the advertiser . More >
Congratulations to Pursway
Congratulations to Pursway on its recent announcement that MetroPCS will be deploying its Influencer Marketing Management platform. We were particularly pleased to see this endorsement of the importance of word of mouth and influencer marketing by MetroPCS: “After working with Pursway for a year on several marketing programs, Pursway’s software has consistently identified key influencers and their followers within our customer base,” said James Sartain, Vice President, Strategy & Analytics, . More >
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