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”.
by Brad Fay The transformation in our media landscape is breathtaking no matter who you are, but it holds special import for the so-called “Digital Natives” who are consumers young enough to have no memory of a life without web browsing, cell phones, texting, and high-definition video. This digital generation, born during the last two decades, was the subject of this month’s panel discussion at the iMedia Video Summit organized by Jack Myers, author of Hooked Up: A New Generation’s Take on Sex, Politics, and Saving the World. Jack’s book provided the premise for the discussion, describing this generation as “the small band of impatient, empowered, multi-tasking, curious, confident, confused, sexually liberated, sometimes binge-drinking and often fragile kids who were the first to be born into the Internet Age.” In
With a tidal wave of brand conversations happening, how can your brand paddle into the surf? Find out in Ed Keller’s latest Commpro.biz article. (read more)
“Word-of-Mouth Goes Mainstream, Is Now Measureable” is the subject of Ed Keller’s op-ed in Ad Age. Keller lays out three compelling insights about how to unleash marketing’s “not so silent partner” which he calls “a game-changing element of today’s marketing mix.” Read more in Ad Age
By Ed Keller The Super Bowl is upon us, and with it anticipation about the advertising is heating up. Some say that interest in the ads is as great, or greater, than interest in the game itself. There is no question that the Super Bowl generates not only a large viewing audience but also tremendous buzz – offline and online – about the ads. Rather than being a once a year phenomenon, however, the Super Bowl is merely one in a series of programming options each year that proves an important fact: Co-viewing of sporting events and family-oriented television programming is a boon to advertisers because the spark significantly elevates levels of consumer conversation about the ads. When people watch television with other people, whether it be with family members
By: Ed Keller The teams for the Super Bowl are now set. Callers to sports radio shows and pundits on cable TV will debate who has the better chance to win and why. At the same time, the marketing pundits are gearing up to assess who will get the most bang for the $4 million being invested for each 30 second spot. It used to be the winner of the USA Today Ad Meter was the arbiter they used to assess who “won” and who “lost” the advertising wars. Now, however, conventional wisdom is that we can judge success via monitoring twitter and other online social media. Consider these data and comments from last year’s postmortem, as an example. “The numbers are in and this year’s Super Bowl generated record-breaking
“It’s all about conversations . . . and everyone’s talking” is the subject of Ed Keller’s op-ed in PR Week. “A high-value PR outcome isn’t just about media visibility – traditional and online. It’s about driving positive ‘talk worthy’ conversations that lead to mass influence and sales.” Keller lays out a blue print for how to be talk worthy. Read more.
NEWS & INSIGHTS
Vital but unloved – negative buzz about home telecoms /TV /broadband providers exceeds that of banks, finds Keller FayLONDON, March 6, 2014 /PRNewswire - Data from m...
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