Why Successful Branding Still Happens OfflineMay 16, 2012
Wall Street Journal Online
Posted May 14, 2012
By Ed Keller and Brad Fay
The Facebook IPO has both the financial and marketing communities abuzz, and with good reason. Facebook is the king of the social media hill, and its growth and ability to attract a loyal and highly networked audience is to be admired.
For brands, however, online social networks are far from the Holy Grail of marketing. The research is increasingly clear and compelling that for brands that want More >
Column: Facebook can’t replace face-to-face conversationMay 1, 2012
USA Today Online
Posted April 29, 2012 By Ed Keller and Brad Fay
What explains the spectacular success of Facebook? Does it represent the desire of people to go online to connect with each other, with brands and with information? Or does the rise of this social networking platform actually reflect a more fundamental human need — to connect in real life?
It is easy to see Facebook’s success as a sign of dramatic change — in technology and in human relations. But a deeper More >
Matching the Medium with the Message in Word-of-mouth MarketingApril 13, 2012
Published: April 11, 2012 in Knowledge@Wharton
It seems only logical that the more interesting a product is to consumers, the more they will talk about it. But the latest research from two Wharton professors suggests that when it comes to creating buzz-worthy advertising campaigns, how people communicate (e.g., whether they talk face to face or over email) is a big factor in determining what they discuss.
In their paper titled, “How Interest Shapes Word-of-Mouth over Different More >
Measuring Offline Vs. Online Word-of-Mouth MarketingApril 10, 2012
By Mikal E. Belicove
Posted November 23, 2011
The now commonly held notion that social media-related marketing is a requirement for business success may not carry as much water as once thought.
Despite all the technological advances in recent years, especially in the realm of social media, a recent study suggests that the vast majority of public discussion about products, brands and services occur in everyday word-of-mouth encounters with others, not More >
The Word on the StreetMarch 30, 2012
Business 2 Community
By Mike Bayfield, Published March 27, 2012
The Arab Spring. Occupy Wall Street. The London Riots. All of these events and many more – good and bad – seem to have at least one thing in common; the way in which ideas have been shared through social media. But mass movements have been around long before Mark Zuckerberg was in diapers, and recent research suggests that its role in their creation may be overstated.
According to Ed Keller of the Keller Fay More >
Research: Social Media is NOT Word of Mouth on SteroidsMarch 28, 2012
The WOMMA Word
Posted March 28, 2012
By Pat McCarthy
An interview with Brad Fay and Ed Keller, Co-founders of the Keller Fay Group, COO and CEO respectively; and co-authors of the forthcoming book, The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace.
Brad and Ed will Keynote at WOMM-U, May 7-9, about the research findings from their book that prove how all media are social.
How More >
CBS Research: TV Drives WOM In Digital WorldMarch 27, 2012
Posted March 26, 2012
by David Goetzl
Much has been made about TV driving online social media interaction. But what about the traditional tell-your-neighbor stuff? In industry argot, it’s word of mouth (WOM), and new CBS research shows TV and paid advertising in other media -– in a world where fewer people seemingly talk to each other offline –- still generate significant conversation.
Offering perhaps the same conclusion he would have 50 years ago, More >
It’s About People.March 26, 2012
Brains on Fire
Posted on March 26th, 2012 by Robbin Phillips
We’re all in marketing grad school.
Surrounded by massive changes in how we communicate, we need to study and share and listen hard with an open More >
The Bookshelf: ‘Culturematic,’ ‘Face-to-Face Book’, ‘Brand Rituals’March 21, 2012
Posted Mar 15, 2012, 3:36 PM
By Sarah Mahoney,
Don’t miss anthropologist Grant McCracken’s Culturematic: How reality TV, John Cheever, a Pie Lab, Julia Child, Fantasy Football, Burning Man ….will help you create and execute breakthrough ideas (Harvard Business Review Press).
McCracken has a fine old time identifying hundreds of these nifty culturematics, as he calls them, “little machines that … test the world, discover meaning, and unleash value.” More >
Maximizing a Super Bowl Ad’s Word of Mouth – Graeme Hutton-UMFebruary 1, 2012
Posted by Graeme Hutton
Have you ever wondered how to maximize the word of mouth from your Super Bowl ad? The Super Bowl remains the most watched annual TV event in the United States – an average of 44% of all homes watched last year. It’s not so much a TV show as a major cultural phenomenon. Its ability to boost a brand’s word of mouth has reached almost mythical proportions ever since Apple’s 1984 commercial heralded the launch of the Macintosh More >