“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.
By Ed Keller For a number of years now, we have had strong evidence that word of mouth is highly valued by consumers and that it is ubiquitous. McKinsey has gone so far as to call word of mouth “the most disruptive force in marketing.” CMO surveys by firms like IBM suggest that the overwhelming majority plan to increase their investment in social media, but ROI metrics have been hard to come by and CMOs say increasingly those will be the metrics by which they will measure success of their marketing efforts. According to IBM, “even among the most successful enterprises, half of all CMOs feel insufficiently prepared to provide hard numbers [for return on marketing investment].” A new white paper by marketing analytics expert MarketShare and the Keller Fay
What is the state of the art today for identifying and marketing to consumers who have the most influence in the marketplace? Has the advent of enormous online social networks, like Twitter and Facebook, re-written the manual for influencer marketing? The answer – an emphatic ‘no’ – may come as a surprise to you. Read Ed Keller’s new article in the December 2012 issue of Admap. More >
By Brad Fay and Siobhan Counihan-McGee Keller Fay’s “Conversation Nation” project with the National Journal (http://bit.ly/U7taXF) found that President Obama had the positive word-of-mouth momentum in the last two weeks prior to his re-election this week. Over the last weekend, in particular, President Obama reached a 2012 high with 61% of voters talking about him daily, versus 49% for Governor Romney. Super Storm Sandy initially reduced WOM for both candidates, but it came roaring back in the storm’s aftermath, particularly for the President. The President’s edge is consistent with much of what we’ve seen since the beginning of the summer, with Obama leading for the most part in terms of WOM volume. Romney has drawn even with the president on occasion – shortly after the Republican National Convention in August,
“Dark Social: We Have the Whole History of the Web Wrong .” That’s the provocative headline of Alexis Madrigal’s fascinating story in the Atlantic. The premise is that most marketing people assume that the social web equals Facebook, Twitter and other social networking sites. This assumption leads to the belief that companies wishing to maximize their social visibility are best served by optimizing the posting and sharing that goes on via these sites, and you will be optimizing your brand for social. “Here’s a pocket history of the web, according to many people,” according to Madrigal. “In the early days the web was just pages of information linked to each other. Then along came web crawlers that helped you find what you wanted among all that information. Sometime around 2003 or
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