The Gift of Gab: Women and Word of Mouth Advocacy First posted on Forbes.com By Ed Keller The gender gap is a perennial staple of political reporting, with women generally supporting the democratic candidate and men generally supporting the republican. Now it’s becoming a topic in social media circles as well, with recently reported statistics showing that women are far more active on social media sites, “racking up an astonishing 99 million more visits per month than their male counterparts” according to one widely disseminated infographic. Given that the overwhelming majority of word of mouth takes place offline, it’s important to look beyond these social media statistics to understand what’s happening in terms of the larger realm of real world conversations. According to my firm’s research, which measures both offline
By Steve Thomson Managing Director, Keller Fay UK August 6, 2012 Today’s Mashable article about Olympics buzz highlights the shortcomings of social media measurement as an indication of buzz about…well, just about anything. Quoting Radian6 data, the analysis suggests that buzz in social media the US around the Olympics is around 5 times higher than here in the UK, roughly in line with each country’s populations. If this was a reflection of true levels of conversation about London 2012, it would be astounding: “buzz levels in the US match those in the host country, despite time differences of up to 8 hours!”. This despite saturation coverage in all media and huge turnouts for all events. The reality is, of course, different. The 3 million social media posts in the UK
By Ed Keller and Steve Thomson Posted on brandrepublic.com, Marketers need to be aware of the differences between online and offline word of mouth, write Ed Keller and Steve Thomson of Keller Fay. Ed Keller, CEO, Keller Fay Group Like much of the world, the UK is a brand-conscious society – brands play a big part in people’s lives. But people don’t just consume brands, they talk about brands all the time. Word of mouth (WOM) about brands is as old as branding itself, and people have always shared information about the things that improve their lives – or things to avoid. Keller Fay’s ongoing tracking of UK consumer conversations, TalkTrack® Britain, indicates that adults discuss around 11 brands in a typical day. That’s about half a billion brand impressions created
- Published in TalkTrack UK
By Ed Keller July 31, 2012 There were two stories in the press about Facebook last Thursday that caught my eye. The first was the story of Facebook’s first earnings report since going public. Investor expectations were not met and the stock tumbled. The same day, a new research study was released and reported with this headline: “Customers Still Prefer Company Websites to Facebook Pages.” While the earnings story was widely discussed and has clear relevance to the investment community, the second story has important implications for the marketing community. It helps to explain some of the challenges that Facebook faces when it comes to brand marketers, and is a timely and helpful reminder to that in a rush to engage socially with consumers, it is a mistake to focus
posted on Mashable.com July 18, 2012 By Brad Fay The fact is no medium drives offline conversation better than online marketing. In fact, our research shows that in 15% of conversations about products and 23% of conversations about services, somebody refers to something they saw online. Yet, a key mistake made by digital marketers is allowing the effectiveness of campaigns to be measured with just digital metrics like clicks, shares, and re-tweets. None of those metrics pick up the impact of offline behavior, such as word of mouth, which can be nine times more voluminous offline than online. So how does a marketer make sure marketing efforts work in both spaces? Here are five ways to maximize the impact of any marketing strategy. 1. Design Content to be Buzzworthy This
First posted on Forbes.com By Ed Keller July 25 2012 A new study reveals that you don’t need a big company advertising budget to drive sales—face-to-face word of mouth among friends and family drive more purchases than any other purchase influence. It’s an insight of vital importance to every small business owner. Just how important are personal recommendations? They are the #1 driver of consumer purchase decisions at every stage of the purchase cycle, across multiple product categories. That’s according to just released research that my firm conducted on behalf of RewardStream , a provider of viral marketing, social referral, social loyalty, traditional loyalty and engagement solutions for some of the world’s most esteemed brands. Here are some of the key findings from the research: Personal recommendations are the number
- Published in WOM and Advertising
By Ed Keller July 13, 2012 One of the key themes of this blog and my recent book is that the opportunities for business to engage in social marketing extend far beyond online social media such as Facebook or Twitter. Media and marketing of all types drive word of mouth conversation – for example, what people see on television is as likely to drive conversation as what they see on the internet. Further, a very large amount of word of mouth is driven by advertising. It is for this reason that I have argued previously that “all media are social.” But to fully capitalize on the fact that people frequently talk about the advertising they see and hear requires more than just serendipity. Media should be planned with word of
Posted on Kirkus Review By Clayton Moore Social media is not king, according to the head honchos of the Keller Fay Group, the groundbreaking marketing and research consultancy devoted not to the Twitterverse but to good old-fashioned word of mouth. In their new book, CEO Ed Keller (The Influentials, 2003) and COO Brad Fay delve deep into the fallacies behind the “Social Media Gold Rush,” and give great thought to the media strategies that really work best for business and not just buzz. Here, Keller answered a few of our questions about The Face-to-Face Book, which he co-authored with Fay. Brush up on business practices with billionaire philanthropist Eli Broad’s ‘The Art of Being Unreasonable.‘ It is interesting that you refer to “word on the street.” We agree that’s what matters most, more
By Ed Keller June 28, 2012 Everyone is talking about the massive amount of money that will be spent on advertising during this presidential election. But a recent article in the New York Times illustrates that advertising alone will not win the campaign, and that organized, person-to-person persuasion remains critically important. Entitled, “Obama Campaign Banks On High-Tech Ground Game to Reach Voters,” the article explains how “a cadre of volunteers has been formed to ‘break through the clutter’ of an expected wave of negative television ads from Romney supporters.” In other words, in an attempt to neutralize what it believes will be a Romney advantage in terms of television advertising, the Obama campaign is investing heavily in “the ground game” whereby local supporters will be mobilized to talk to undecided
By Ed Keller June is a very active time for sports television: the NBA Playoffs are in full throttle along with the Stanley Cup, MLB races are taking shape, the US Open Golf tournament is soon upon us with Tiger Woods once again relevant, and two of Tennis’s major tournaments (The French Open and Wimbledon) will take place this month. And by the end of next month it will be on to the London 2012 Olympics. Major sports events are particularly popular for out-of-home viewing, whether at bars and restaurants, friends’ homes, in offices, or “on the go” via mobile devices. There are two important questions for advertisers, however: How big are out-of-home audiences, and are they more or less valuable than at-home audiences? The argument for being less valuable
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