One in eight word-of-mouth interactions results in consumer sales — some $6 trillion in annual consumer spending, according to a new study. The research from the Word of Mouth Marketing Association (WOMMA) — paid for by agency and brand sponsors, including AT&T, Discovery Communications, Intuit, PepsiCo and Weight Watchers — says the study was based on “sophisticated econometric modeling of sales and marketing data provided by participating brands on a confidential basis.” The study came from “consumer word of mouth” in six categories — telecommunications, food, beverage, software, personal services and television — through online and offline consumer conversations and recommendations. Read more…
Fall is Around the Corner and So Is Football. Keller Fay Reveals Which Teams are the Word of Mouth Winners The NFL preseason is upon us and on September 4th, the opening game between the Packers and Seahawks at CenturyLink Field starts the 2014 season. With the start of a new football season, American’s will be talking, tweeting, and posting on social media sites. Keller Fay Group is here to talk about which teams have earned the most chatter over the course of the past year, and what the trends have been. The Dallas Cowboys have been dubbed “America’s team” and whether they were winning or not, they have traditionally been the most talked about football team. That is no longer true. The Denver Broncos and the Seattle Seahawks are
How to Quantify the Sales Impact ROI of Word of Mouth Did you miss our complimentary webinar ? Good news – you may still view the recording of this lively discussion with Speakers Ed Keller, CEO, Keller Fay Group and Greg Pharo, Director, Market Research and Analysis, AT&T Mobility. One of the biggest challenges facing marketers when it comes to word of mouth (WOM) and social media is a lack of ROI. Can word of mouth advocacy be linked to business outcomes, and how strong is its impact relative to other parts of the marketing mix? In this webinar we discuss the ROI of Word of Mouth and how this measure is being tackled by AT&T and can be addressed by your business, too. Watch AT&T and Keller Fay leaders in this
A recent Brand Republic article discusses how the Guardian partners with Keller Fay to measure word of mouth in social media and offline, and shows how WOM extends audience reach for brands advertising in news media. “More and more this will become a must-have metric by marketers, and media organisations need to be able to show this and invest in ways to prove their social worth” according to The Guardian’s Commercial Director Nick Hewitt. (Read more at http://www.brandrepublic.com/news/1302639/guardians-commercial-leader-adapting-changing-face-roi/.) Our UK MD Steve Thomson co-wrote a recent Admap article on “Print Media’s Talkability” (click link for PDF of article) with Ozoda Muminova from Guardian News & Media which provides further evidence that newspapers and other news media can make a valuable contribution to stimulating WOM for brands. News media – especially quality newspapers such as The
By Natalie Zmuda. Published on July 10, 2014 in AdAge at http://bit.ly/1w5iGM2 It’s not just that people aren’t drinking soda — they’re not talking about it either. According to a new report out from the Keller Fay Group, word of mouth impressions for Coke, Pepsi, Dr Pepper and a slew of other soft drinks have been steadily declining since 2011. Last year, Coke ceded its most-talked-about-brand status to Apple. Since 2011, face-to-face conversations are down 6% at Coke and 9% at Pepsi. One bright spot in the soda category is Coca-Cola’s Fanta brand, which saw word-of-mouth impressions increase 11%. And during the same time, social-media conversations are up 39% for Coke and 31% for Pepsi. But social-media conversation is rising off of a small base and is still a small part of the equation. In 2013,
We are proud to announce that Ben Schneider, Research Director at Keller Fay, has won a prestigious international research award: The Manolo Award (http://www.ariaalliance.org/manolo-award/) for Future Industry Leaders in the Americas. The award is in memory of Manuel “Manolo” Barbarena, an entrepreneur who led his company to be one of the largest and most influential market research firms in Mexico and Latin America. He died young at 48 and the award is now run by eleven national research associations across the Americas, who have decided to keep the flame of Manolo’s vision alive by enabling emerging research industry leaders across the Americas to benefit from exposure to other research cultures in countries other than their own. Ben will be off to Latin America later this year for a two week immersion
On June 9th Universal McCann & Keller Fay Group joined together to present at the ARF Audience Measurement conference in NYC. Speakers Graeme Hutton, SVP, Universal McCann along with Brad Fay, COO of Keller Fay, explored a new approach to media planning – looking “beyond demographics” using word of mouth (WOM) based planning. Drawing from insights using our Nielsen TV/TalkTrack® fusion, we find that “social” TV is much more than just tentpole events or the usual programs (e.g. sports, younger female drama). Instead, we find a wide differentiation of “social” networks and programs depending on category. Read through this paper to see how this new approach to media planning can help marketers, agencies and media owners alike!
“Unpacking Corporate Purpose” is a newly released study about the role of the corporation in society. In-depth interviews were conducted among very senior executives, financial leaders, and educators in business and finance from organizations as diverse as BlackRock, Harvard University, Kellogg School of Management, Kroger, and LinkedIn. It was conducted by the Keller Fay Group for the The Business & Society Program of the highly regarded Aspen Institute.. The study probes important questions about the purpose of corporations – to serve investors, or customers, or society-at-large; and what are the hallmarks of a successful business. The Aspen Institute plans to use the research to spark a dialogue about this important and timely topic and we hope you’ll participate. Click this link to learn more about the “Unpacking Corporate Purpose” study on the Aspen Institute website and follow this link
Stacey Schulman’s new article in the ANA Magazine Spotlight makes the argument for “why marketers should be influencing real conversations.” Research findings are from “The American Conversation Study” by the Keller Fay Group for the TVB. Go to the following link to read this article: http://www.ana-thoughtleadership.net/ana-thoughtleadership/2014_issue_05#pg7
Nielsen & Keller Fay Group recently joined together to present a webinar: How to Use Television to Increase Word of Mouth. Speakers Mike Hess, EVP, Data Fusion and Integration, along with Brad Fay, COO of Keller Fay, showed how word of mouth (WOM) drives sales and makes marketing significantly more effective. It is now possible to plan media to maximize your advertising ‘s word of mouth impact. Insights were drawn from our fusion of NPM (National TV) and Talk Track (Keller Fay’s Word of Mouth measurement system). Key takeaways provides were: the role of TV in generating WOM, Word of Mouth’s influence on purchase decisions and how to incorporate it in media plans, How planning for media “expressions” rather than “Impressions” can impact which programs are more attractive advertising vehicles. For
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