At the recent 2013 Marketing Forum in Scotsdale, invitee Suzanne Fanning, ‘one of marketing’s top movers and shakers’ as per Forbes, pointed to total social or word of mouth as a hot marketing trend. In an Oct. 28th Forbes.com article, “A Sneak Peek at 2014 Marketing Trends and Other Hot Topics,” Suzanne noted that: “While all areas of social are important, Suzanne distinguishes between WOM and most digital-only forms of social engagement because WOM transcends all vehicles. According to Keller Fay research, only 10% of consumer conversations occur online with the other 90% occurring elsewhere, making WOM engagement broader than digital engagement.” Read full article on Forbes.com ….

Article by Bruce Horovitz in USAToday.com Consumers can’t seem to talk enough about brands in some towns and marketers are listening If you’re a car brand, you’re the talk of the town in Houston. If you’re a financial service brand, Jacksonville is where folks are likely to chat you up. And if you’re some sort of travel services company, Miami is the hub for brand chatter. Talk creates sales. Marketers are just beginning to discover that consumers in some cities are far more talkative about their brands than folks living in other cities. For that matter, residents of these same three cities — Houston, Jacksonville and Miami — are more likely than residents of any other major U.S. cities to have verbal or online conversations about brands of any kind.

The potential of social ads is to replicate online what marketers have long known is effective in the real world: a word-of-mouth endorsement from a friend. Google Inc. plans to make its users the stars of advertisements—without first asking for permission. The move encourages word-of-mouth marketing but is bound to raise privacy alarms. Behind the privacy debate is another question: Do online ads with social cues work? Ed Keller comments to The Wall Street Journal’s Geoff Fowler. http://on.wsj.com/1hPL0Lh

Today Nielsen introduced Nielsen Twitter TV Ratings, a product intended to measure the activity and reach of Twitter conversation about shows.  According to an Oct. 6th article in the New York Times, the new product has yet to be embraced by network executives or gain a broad client base among advertisers.  Brands must not overlook the fact that “the overwhelming majority of conversations about TV shows still take place offline,” said Ed Keller, CEO of the Keller Fay Group, who was interviewed by Brian Stelter of the New York Times.  “The conversations that take place in the real world can often be quite different from those that take place on social media,” Mr. Keller stated.  Read more at the New York Times (tiered subscription model) …

Despite all the talk of social media, local TV apparently sparks more conversations than its competitors —and the vast majority of them actually take place in person. Drawn from a sample of 2,011 American adults 18+, weighted to demographically reflect the 2010 U.S. Census, the study was conducted by The Keller Fay Group, a full-service marketing research and consultancy dedicated to Word-of-Mouth marketing. “We may feel like we’re living in an over-digitized world of communication — and we are — but the truth is that most people have their conversations face-to-face,” TVB research chief Stacey Lynn Schulman said Wednesday. Speaking at the TVB Forward conference in New York, Schulman of the not-for-profit trade association said that that a national survey the organization had conducted in April shows that 77% of

Keller Fay is conducting a new syndicated research study to measure word of mouth about the new TV shows that are premiering this month. The study is uniquely comprehensive in that it covers all forms of word of mouth, including the 90% of conversations about TV shows that take place offline. CBS is the first client to subscribe to this new syndicated study.

Word of mouth has been proven to have a huge direct and indirect impact on consumer purchase decisions.  But what motivates people to talk about brands?  And more specifically, what determines when they decide to engage in online conversation (social media) about brands versus offline conversation (everywhere else)? “On Brands and Word of Mouth” is an important new academic research paper that has just been published in the Journal of Marketing Research.   The authors, three professors at distinguished business schools, constructed a unique data set of online and offline WOM and characteristics for more than 600 of the most talked-about U.S. brands. Their assembled data included offline word of mouth provided by the Keller Fay Group, online word of mouth provided by NM Incite, brand equity provided by Y&R’s Brand Asset

When: September 12, 2013, 8 – 10 am Where: Tower Club (1601 Elm Street Dallas, TX) As part of our ongoing series of executive briefings, Brad Fay, COO of Keller Fay and co-author of The Face-to-Face Book, and Peter Storck, Senior Vice President, Research and Analytics at House Party, Inc. will discuss Why Brand Experiences and Word-of-Mouth Rule the Digital Marketplace. Whether you’re interested in raising your brand awareness, turbocharging sales, and ROI through social influence, or want to network with professionals in your area, you won’t want to miss this eye-opening event. For more information and to register, visit http://kellerfayhouseparty.eventbrite.com/ Seating is limited, so register today.

Keller Fay TalkTrack ® to Measure Offline WOM for New TV Season A majority of TV influence/recommendations comes from “word-of-mouth” face-to-face conversations, with digital social media taking a back seat. Speaking at the Television Critics Association, CBS Corp. Chief Research Officer David Poltrack says an initial study from word-of-mouth media researcher Keller Fay Group shows that word-of-mouth delivers the dominant number of impressions about TV shows. Some 80% of 80 million “buzz” impressions come from “face-to-face communications,” it says, with 10% of those impressions coming from private phone conversations and 3% from social media — which includes Twitter, Facebook, Viggle, GetGlue, Tumblr, Foursquare, Pinterest, Instagram, and a dozen other sites. Four percent come from instant messaging, 2% from email and 1% from “other” sources. “Online communication through social media accounts

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Measuring marketing’s impact on social voice has proven problematic. What marketers want to know is whether their spending boosts social voice, and if so, how that converts to sales or other business goals. To find out, Keller Fay Group, a word-of-mouth (WOM) research and consulting firm partnered with MarketShare to quantify how social voice influences consumer actions, affects online searches and impacts sales and brand perception. (Read more from Forbes.com.)

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