Robust new study shows drivers of word of mouth differ considerably for online vs. offline word of mouth, emotions tend to rule more offline with friends. These findings are significant for brand marketing decisions.
Social TV – Does it Draw New Viewers? New Research Sheds Important Light.
Social TV has become a very hot topic of late, with media companies and advertisers both interested in understanding what role is has in drawing in new viewers and engaging current ones. Keller Fay recently conducted a in depth research for the CRE (Council for Research Excellence). A statistical analysis from that research was recently released and reveals an important insight for TV marketers: Social media plays a significantly different role depending on whether people are repeat viewers of a program (i.e., those who watch regularly or at occasionally) vs. those who watch infrequently (including non-viewers). Read more.
In the UK, the spotlight has fallen on 3 major US brands: Amazon, Google and Starbucks. Lots of media flack, with executives being summoned to Parliament in November 2012 (and Google a second time this year). In each case, the subsequent media coverage had an impact on each brand’s word-of-mouth, but in very different ways and magnitudes. Why is Amazon riding out the storm better than Starbucks?
- Published in Blog
By Ed Keller “Social TV” is all the rage, or so it feels. An estimated 40% of Twitter traffic during the prime time period is about television, according to Wired Magazine’s recent “Platinum Age of Television” issue. “ And that’s why, some day in the near future, a show’s tweetability may be just as crucial as the sheer size of its audience,” writes Wired. But what role does social media really play in driving people’s viewing behavior? Is social TV “the real deal” as some argue, or is the industry making more of it than consumer behavior would suggest it should? At the ARF’s recent Audience Measurement 8.0 conference, Beth Rockwood, SVP of Discovery Communications and Richard Zackon from the Council for Research Excellence (CRE) shared results from an ambitious
By Ed Keller Every marketer is looking for the secret sauce that will help them create buzz. “The pressure to create ‘viral’ advertising, the urge to get more views online, that leads people to push the envelope,” said the President and chief creative officer at Grey New York in a recent New York Times article. Only a few fortunate brands, however, will realize their dreams searching for viral hits. Among the top 500 brands on YouTube, for example, the average video is seen by a modest 84,000 people. Edgy advertising & clever stunts add to hoping that millions of followers on social media all start sharing what you have to say. These are great when they work, but by and large they are low percentage strategies. If you want to
By Ed Keller Wired magazine declared that we are witnessing “The Platinum Age of TV” in its April cover story. This boom time for quality TV, it says, is powered by a “hyper-social, data-driven” approach to new show creation and promotion. “It all adds up to a potentially thrilling new era for television, one that values shows that spark conversations, not just those that hook us for 30 minutes.” I agree completely that the ability to spark conversation is what separates the winners from the losers in this new, “social era in which we live.” That’s true for TV as it is for just about all sectors of the consumer marketplace. And word of mouth statistics bear out this part of Wired’s premise. Conversation About TV is Soaring During the
Ed Keller talks about word of mouth marketing with LA’s KFWB News Talk 980 Hosts Penny Griego and Paul Lowe. Listen to the interview here.
See why Ed Keller believes that the “idea, or message, needs to come first in the marketing process” in his new post at Mediapost.com. Read more
By Ed Keller A recently released Pew study declared, “The reaction on Twitter to major political events and policy decisions often differs a great deal from public opinion as measured by surveys.” Sometimes Twitter reaction is more liberal than public opinion, sometimes more conservative, said Pew. But when it comes to Twitter reaction regarding the 2012 elections and President Obama’s inauguration, the tilt was decidedly pro-Obama. My firm tracked word of mouth throughout the 2012 election in partnership with the National Journal, picking up both the 90% of word of mouth about the election that took place offline, as well as what was being talked about online via social media, texting, and so forth. When the Pew results came to our attention we looked again at our research and found
Thinkbox research quantifies the significant impact of consumer conversations, and how to get people talking
By Steve Thomson Latest research from Thinkbox* underlines the impact of brand word of mouth – and especially offline WOM – on brand health, demonstrating beyond all doubt that WOM is more than a ‘nice-to-have’. Thinkbox asked big data specialists D2D to undertake a thorough analysis on the drivers of WOM (both on and offline, using our TalkTrack® data for the latter); in turn, D2D looked at WOM’s impact on some key brand metrics – web visits and brand reputation. A key finding was to confirm Keller Fay’s assertion that to activate brand buzz requires a focus on offline conversation. Thinkbox noted that “Brandwatch data, which tracks social media comments, validates this [Keller Fay] finding and suggests that the number of online conversations is significantly smaller in comparison to offline”.
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