Are you Maximing Your Word of Mouth at Retail? Lessons from Apple
November 17, 2011By Ed Keller In Steve Jobs, Walter Isaacson talks about the seven industries that Steve Jobs revolutionized: personal computers, animated movies, music, phones, tablet computing, digital publishing, and retailing. As we approach Thanksgiving and “Black Friday,” the most important day in retail, let’s consider how the Apple Stores changed business retail, which is the topic of Chapter 29 in the Jobs biography. It’s easy to forget how dismissive . More >
Traditional Media Is Social’s “Rock in the Pond”
November 3, 2011By Ed Keller Imagine you have an important marketing investment decision to make, and you have what you think is clear and compelling evidence. Then, you subsequently learn that in fact you are overestimating the impact of your investment by as much as 40%. You’d be pretty upset. This is what may be happening today as marketers seek to understand and quantify the impact of their social media investments, according to a new analysis by MarketShare. . More >
Social Media is “Word of Mouth on Steroids”: Or is It?
October 24, 2011by Ed Keller At a conference earlier this year, an executive from Facebook declared that social networking sites like Facebook deliver “word of mouth at scale.” He went on to say, “This is what marketers have always tried to bottle up. The social web is finally allowing us to do that. This is word of mouth on steroids.” The notion that social media is word of mouth on steroids is a comment I frequently hear others make, as well. Last week, . More >
Word of Mouth Infographic
October 20, 2011Thanks to WOMMA for creating this infographic on “The Word and the World of Customers: Word of Mouth Marketing Offline and Online.” We at Keller Fay are pleased to see our research featured, along with others.
Showing Emotion is the New Black
October 6, 2011by Ed Keller At a recent event in Seattle sponsored by the Word of Mouth Marketing Association, Heather Oldani of McDonalds told the audience, “For brands, showing emotion is the new black.” It resonated with the audience, and was one of the most tweeted takeaways from the event. Oldani’s comment was a continuation of thoughts she had shared in September when she was the keynoter at the PR News Platinum Awards luncheon. At that event she . More >
Word of Mouth in China: What is the Sound of a Billion Voices?
September 23, 2011By Ed Keller Two research studies about the importance of word of mouth in China came to my attention recently. One was by Initiative and the other by TNS. These come on top of a 2010 article in the Harvard Business Review on “The Power of Word of Mouth in China” by two McKinsey consultants who say, “Physical or virtual, word-of-mouth is an essential brand-building tool for companies in China.” To gain a better understanding about word of . More >
Buzz and TV Shows: Are We Listening to the Right Voices?
September 15, 2011The new television season is upon us, and the trade press has been abuzz, not only about which new shows will thrive and which will die, but also about social media and so-called social media ratings. Senior TV executives are joining the conversation. Some see social media as a powerful amplifier and “the connective tissue that links everything together.” Others take a more tempered approach, saying, “Social media is a driver of . More >
Why Zappos’ Tony Hsieh Dislikes Social Media, Despite 1.8M Followers on Twitter
by Ed Keller, September 8, 2011The CEO of Zappos Tony Hsieh has 1.8 million followers on Twitter. In many marketing circles, he is something of a Twitter god, using the Twitter feed to promote Zappos and his way of thinking about business (as expressed in his book, Delivering Happiness: A Path to Profits, Passion, and Purpose) to his many followers. Imagine my surprise, then, when I saw a TV interview with Hsieh, in which he said he dislikes the term social media. In fact, he dislikes . More >
Financial WOM is More than Just Bank-Bashing
by Steve Thomson, Managing Director, Keller Fay-UK, August 1, 2011Banks and bankers have not had a good press over the last few years, with politicians, media commentators, and the general public seemingly having little good to say about them. For other financial services brands the picture is not quite so dire, but even so, brands in this sector appear to be tolerated rather than loved. Brand relationships are strictly platonic. Added to that, who wants to talk to friends about boring old banking and insurance . More >
Life in the Fast (Food) Lane
July 12, 2011Today’s teens live in the fast lane – school, homework, extra-curricular activities like sports or band, a social life, and in many cases a part-time job take up much of their time. They are on the go from early in the morning to late at night. And often fast food is the quickest and easiest option to fuel their fast-paced lives. Recent Keller Fay research from TalkTrack®, our ongoing study of what people are talking about, both online . More >
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