The Cluetrain Manifesto Revisited: Past is Prologue, Part 3
By Ed Keller On May 22, Brad Fay’s and my new book, THE FACE-TO-FACE BOOK: Why Real Relationships Rule in a Digital Marketplace, will be published. You can download a free excerpt from the book here or buy it online here. As part of our research we looked at the history of word of mouth and social influence, and were reminded that the past is indeed prologue. My first blog on this topic, reviewed the seminal work of Columbia Professors Paul Lazarsfeld and Elihu Katz – Personal Influence. . More >
Social Marketing: Past is Prologue, Part 2
By Ed Keller On May 22, Brad Fay’s and my new book, THE FACE-TO-FACE BOOK: Why Real Relationships Rule in a Digital Marketplace, will be published. You can download a free excerpt from the book here or find it online here. As part of our research we looked at the history of word of mouth and social influence, and were reminded that the past is indeed prologue. My first blog on this topic, reviewed the seminal work of Columbia Professors Paul Lazarsfeld and Elihu Katz – Personal Influence . More >
Social Marketing: Past is Prologue
By Ed Keller On May 22, my new book, The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace will be published. Coauthored by Brad Fay, it is a book about the hugely important social wave that is rolling across the world of business today. But unlike many books and articles argue that online social networks are creating this social wave, we argue that the largest and most important part of social influence is that which happens when conversations happen in the real world, . More >
Buzz about London 2012 Olympics building gradually
By Steve Thomson, Managing Director, Keller Fay UK UK consumers are talking more and more with their friends and relatives about the London 2012 Olympics and Paralympic games, but the rise in buzz about the games is very gradual. To date, football remains a much bigger talking point, particularly among men and many traditional sport fans. Buzz is also much weaker outside of London and the South-East. These are the findings of the latest consumer research on word of mouth by the Keller Fay Group. . More >
Conversations vs. Connections
By Ed Keller MIT Professor Sherry Turkle wrote a powerful opinion piece in this past Sunday’s New York Times Sunday Review in which she draws a sharp distinction between conversations that take place face-to-face, in the real world, and connections that get made online through social networking sites. “We are tempted to think that our little ‘sips’ of online connections add up to a big gulp of real conversation,” she writes. “But they don’t. E-mail, Twitter, Facebook, all have their . More >
Why you need ‘words’ to drive word-of-mouth
By Steve Thomson, Managing Director, Keller Fay UK In his latest blog, UK ad legend Dave Trott bemoans the trend for ads which are “beautifully made, but dull and invisible to anyone outside advertising”. Trott’s frustrated with risk-averse clients settling for easy-to-like campaigns which have little of any substance to say. Crucially, Trott feels that the expensive, vapid ads he refers to have weak viral properties, and fail to realise the potential of increasing advertising ROI by “getting . More >
Social TV Viewing, Word of Mouth, and Ad Effectiveness
By Ed Keller When people consume media together, either in-home or out-of-home, does it help or hurt advertising effectiveness? The argument that it hurts the advertiser is the “distraction” model, which argues that the presence of other people distracts people from on-screen content, reducing value to the advertiser. This is an argument put forth by Steven Bellman et al. in their 2011 paper “How Coviewing Reduces the Effectiveness of TV Advertising”. The argument that it helps the advertiser . More >
Congratulations to Pursway
Congratulations to Pursway on its recent announcement that MetroPCS will be deploying its Influencer Marketing Management platform. We were particularly pleased to see this endorsement of the importance of word of mouth and influencer marketing by MetroPCS: “After working with Pursway for a year on several marketing programs, Pursway’s software has consistently identified key influencers and their followers within our customer base,” said James Sartain, Vice President, Strategy & Analytics, . More >
The Face-to-Face Book Jacket is Revealed!
The jacket cover for Ed Keller and Brad Fay’s forthcoming book has just been finalized. What do you think of it?
And thanks to Chuck Porter of Crispen Porter + Bogusky for his very kind blurb: “Everyone whose on the social-media-is-the-future bandwagon should get off for a minute and read this book.”
The publication date is May 22, and preorders are now being accepted wherever books are sold online.
Social Media is Word of Mouth on Steroids, or is It? Part II
By Ed Keller I have heard it said on a number of occasions that social media is word of mouth on steroids. The argument goes like this: Whereas face-to-face conversations only reach people one-on-one or one-on-several, social media allows people to reach hundreds and often thousands of people with a single post. As a result, it has a far greater reach than word of mouth. I have been skeptical of this view, arguing that while social media is certainly a piece of the social influence puzzle for . More >
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