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.)

New academic research on “social TV” indicates it has the greatest influence on the most loyal viewers of TV shows, but has relatively little impact on people who do not regularly watch a show.  The findings indicate that because social media has so little effect on infrequent viewers of a show, the best way to influence them still is “offline word-of-mouth” marketing, including on-air promos, tune-in advertising, etc. Specifically, the study estimated that offline marketing can be “10 times as effective as social media in reaching” infrequent viewers of a show.  Read more in MediaPost

NPR recently ran a long piece, “Despite Digital Platforms, TV Still Relies on Word of Mouth.” It is based on Keller Fay research that WOM about TV is up 30% over a year ago, and 95% of it occurs offline.  Ed Keller is quoted, as well, toward the end of the piece.  Click here to listen to the story.

Keller Fay Group welcomes Tommy Crawford and Matt Phillips to our firm.  Click here to read about the great new additions to our team!

Ed Keller talks about word of mouth marketing with LA’s KFWB News Talk 980 Hosts Penny Griego and Paul Lowe.   Listen to the interview here.

First posted April 3, 2013 on The Thinkbox Blog by Lindsey Clay ‘It’s good to talk’, Bob Hoskins used to say in TV ads for BT. Well, if it was good then, it’s bloody marvellous now. We have probably never ‘talked’ more in the widest sense of the word. As technology has expanded, so have our means to talk. So the chatter on pillows, at bars, and over watercoolers that we always did has been supplemented by the chatter we now commit to the internet or via the ‘phones that are rarely more than a thumb’s reach away. Our day-to-day tête-à-têtes and heart-to-hearts don’t have to be conducted eye-to-eye or face-to-face anymore (although at least 90% of brand conversations take place offline). Talking is unique to humans and there are

With a tidal wave of brand conversations happening, how can your brand paddle into the surf? Find out in Ed Keller’s latest Commpro.biz article. (read more)

“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

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