So far in these TalkTrack® Abstract postings we’ve established that Americans are a talkative bunch, mentioning brand names at least 60 times per week in everyday conversations with people. We’ve also established that credibility disparity exists between offline and online word of mouth. And, we’ve learned who a Conversation Catalyst™ is and what product categories they discuss most often. Let’s dig deeper into the product categories the general American public discusses by looking at a just-compiled TalkTrack® report. As a reminder, the TalkTrack® study from Keller Fay is a continuous measurement service that tracks brand-related word of mouth conversation regardless of medium and includes both offline and online conversations. The study involves 36,000 Americans (ages 13-69) annually and uses a mix of online surveys and diary-assisted reporting to record a
Celebrity personalities like Ashton Kutcher, Lady Gaga, and Kim Kardashian are developing marketing partnerships with brands in hopes of driving word of mouth conversations. As the “President of Pop Culture” at Popchips, Ashton is using his social media reach to promote Popchips to his Twitter followers and Facebook fans. Polaroid is using Lady Gaga’s creative talent to make the Polaroid brand more talkable. And, Kim Kardashian will tweet promotional message for brands on Twitter at a rate of per tweet $10,000. Given the rising prevalence of celebrity-driven conversation marketing strategies, should more brands hop on the celebrity-driven word of mouth bandwagon? Research from Keller Fay’s TalkTrack® study says don’t underestimate the influence talkative everyday people have in driving word of mouth conversations. TalkTrack® uses the Conversation Catalysts™ segmentation system, developed
MediaBizBloggers.com If you want your brand to “go viral,” Twitter and Facebook are the ways to go. Right? Well, maybe. But those are only two options among numerous media strategies you can employ. A new paper authored by my business partner Brad Fay, and Graeme Hutton of Universal McCann, reveals new empirical evidence of how media and advertising drive word of mouth. Presented last month at the Advertising Research Foundation’s Audience Measurement 5.0 conference, the paper revealed a strong linkage between advertising expenditures and word of mouth. It also found that the major media – TV, print, and online – all provide unique assets to marketers seeking to inspire and shape word of mouth about their brands. Both the Hutton and Fay analyses leveraged my firm’s TalkTrack® syndicated study of
Internet Matches TV’s Influence Over Conversation, According to New Research Advertising Age Once, TV was the symbolic water-cooler that drove consumer conversations. It still is. But the tube is being upstaged by the web, which now nearly matches it in terms of influence on conversations, according to a new study from Yahoo! and Keller Fay Group. Keller Fay has taken the air out of the online buzz balloon for years with survey research finding that most discussion about brands still happen face-to-face, and are influenced far more by traditional media than what happens online. But that is changing. The internet is growing as the channel that influences or prompts those conversations, however they occur. The web influenced nearly 15% of consumer discussions about brands in January 2010, according to the
Claire Myerscough, business intelligence director at News International, explains why ‘word of mouth’ will be more important than ever in 2010… Advertisers have known for quite some time how influential personal recommendation can be on consumer decision making. We consumers naturally place great value on the opinions of those that we trust and consider to have similar needs and desire as us (or indeed those who we aspire to be like). Recently published research now shows that recommendations from family and friends trump all other touch points when it comes to influencing purchases. Far from being out of the blue, Word of Mouth (WoM) research seems to have been around for an age, and first really came to the attention of the media industry through a combination of Malcolm Gladwell’s
- Published in News & Events
Institute for Practitioners in Advertising January and February are proving to be very hard going, however, yesterday, on a rare day of sunshine, the IPA hosted a presentation on Word of Mouth which detailed how positive this is for the whole communications business. The presentation was given by Ed Keller of Keller Fay, an expert on Word of Mouth from the US, who shared some of his work and findings with a packed house. There was good news for everyone, agencies, advertisers and media owners. Ed started by debunking the myth that word of mouth was the preserve of online – reporting that over 90% of word of mouth messages are delivered offline. Even better, Keller Fay’s key finding is that 48% – (yes that is nearly half) of consumer
January is a great month for sports fans, and sports marketers: the NFL playoffs are about to begin and the Super Bowl season is nigh upon us, with CBS reporting that almost all of its ad slots have been sold; college bowl games have been building toward the crowning of a national champion this week; for tennis fans, the first major of the season will get started soon “down under.” And as soon as January ends, the Winter Olympics are upon us.For marketers, all of this begs the question: How much does it really pay to market to sports fans? Are they truly a special and engaged audience? My firm’s word of mouth tracking research documents clearly that sports fans are key consumers for brands to target. They are considerably
If you are a news junkie like me, then you’ve been following the raging debate about health care. Perhaps, like me, you’ve also been wondering whether the town hall meetings are really representative of the conversations taking place on Main Street. Is health care a topic that people across the country are talking about, or only a smaller number of activists on both sides that are turning out to express their views? According to ongoing tracking of word of mouth by the Keller Fay Group, about 1 in 4 Americans 18 to 69 years old (52 million people) were having conversations in July about health insurance and the health care system. This represents a 30% increase from the 40 million (20% of the total adult population) who were talking about
MarketingVOX New and expecting mothers have over 109 word-of-mouth conversations per week about products, services and brands. Most brands are discussed in a positive context and are considered highly credible by other moms, according to a Keller Fay study conducted for BabyCenter, MarketingCharts writes. Per day, the group engages in one-third more word-of-mouth (WOM) conversations than the total public or women in general, the study found: Other findings: – 60 percent of conversations in the studied group include a recommendation to buy, try or consider the brands under discussion – Positive brand sentiment outweighs negative by a 10-to-1 margin – In shopping, retail and apparel, 69 percent of the group is likely to purchase based on what they heard – The group has higher WOM credibility than the total public
- Published in News & Events
Brandweek/em> Your interview with Duncan Watts, “Buzz-Kill: Columbia Prof Blasts Influencer Model (Brandweek, March 5), correctly notes that word-of-mouth marketing is a complex and often unpredictable discipline that, let’s not forget, is still in its formative stages. Yet Watts’ basic contention, i.e., that the “whole theory of influencers is bunk,” is wrong and misleading, and flies in the face of a growing body of impressive research, much of which is readily available through the Word of Mouth Marketing Assn. (www.WOMMA.org). It’s true that the word “influencers” has different connotations depending on its context, and some people mistakenly believe the term refers only to the “social elite.” But this semantic point misses a much larger issue: Certain people in everyday life definitely have more influence than others, based on their interests,
- Published in News & Events
NEWS & INSIGHTS
Vital but unloved – negative buzz about home telecoms /TV /broadband providers exceeds that of banks, finds Keller FayLONDON, March 6, 2014 /PRNewswire - Data from m...
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