Read Ed Keller and Brad Fay’s new article in the Dec 2012 issue of the Journal of Advertising Research. See why the JAR editor Geoffrey Precourt says in his issue overview: “No one understands WOM better than Ed Keller and Brad Fay.” Click here to read the article.

By Ed Keller For a number of years now, we have had strong evidence that word of mouth is highly valued by consumers and that it is ubiquitous. McKinsey has gone so far as to call word of mouth “the most disruptive force in marketing.” CMO surveys by firms like IBM suggest that the overwhelming majority plan to increase their investment in social media, but ROI metrics have been hard to come by and CMOs say increasingly those will be the metrics by which they will measure success of their marketing efforts. According to IBM, “even among the most successful enterprises, half of all CMOs feel insufficiently prepared to provide hard numbers [for return on marketing investment].” A new white paper by marketing analytics expert MarketShare and the Keller Fay

How Influence Works

Wednesday, 05 December 2012 by

What is the state of the art today for identifying and marketing to consumers who have the most influence in the marketplace? Has the advent of enormous online social networks, like Twitter and Facebook, re-written the manual for influencer marketing? The answer – an emphatic ‘no’ – may come as a surprise to you. Read Ed Keller’s new article in the December 2012 issue of Admap. More >

“Dark Social: We Have the Whole History of the Web Wrong .” That’s the provocative headline of Alexis Madrigal’s fascinating story in the Atlantic. The premise is that most marketing people assume that the social web equals Facebook, Twitter and other social networking sites. This assumption leads to the belief that companies wishing to maximize their social visibility are best served by optimizing the posting and sharing that goes on via these sites, and you will be optimizing your brand for social. “Here’s a pocket history of the web, according to many people,” according to Madrigal. “In the early days the web was just pages of information linked to each other. Then along came web crawlers that helped you find what you wanted among all that information. Sometime around 2003 or

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By Anthony Crupi First posted on CBS and the Keller Fay Group next Tuesday will unveil new research that demonstrates how television remains the dominant driver of meatspace word-of-mouth conversations, those offline exchanges between friends and relatives that focus on consumer brands and products. In a late-afternoon Advertising Week presentation, CBS chief research officer David Poltrack will take the wraps off a new media planning tool that blends Nielsen TV ratings, Keller Fay’s WOM metrics and his own proprietary segmentation analysis. Poltrack has 30 minutes of material planned for his presentation, which is set to begin at 4:45 p.m. at the NASDAQ MarketSite in Times Square. For those who cannot sit in on the event, here’s a sneak preview of Poltrack’s presentation: Television is far and away the leading information

By Ed Keller “Big outside political groups with an unprecedented river of money had appeared poised to be pivotal players in the 2012 elections. So far, these super PACs are looking less than super.” That is the lead of a surprising story, “Super PAC Influence Falls Short of Aims” that appeared recently in The Wall Street Journal. Could this be true? Research by Keller Fay for the National Journal being conducted during this political season suggests, yes. Our Conversation Nation research, conducted continuously and published weekly, looks at the word of mouth dynamics of the presidential race. As the race heats up, media and marketing plays a big role in people’s conversations about the candidates. But it is the earned media –news coverage — that has people talking; ads themselves

By Ed Keller With the Republican and Democratic conventions upon us, it’s an opportune time to take a pause and ask what the extent and nature of political word of mouth has been during the summer months. We at Keller Fay are tracking political word of mouth in partnership with the National Journal, which publishes a weekly feature called Conversation Nation. Our research provides an ongoing, daily snapshot of the volume and polarity of the American people’s word of mouth conversations about either President Obama or Governor Romney. Our study measures both offline word of mouth – which accounts for nearly 90% of all political WOM – as well as that which takes place online (~10%). Here are some of the key findings from the period from May 28th through

Posted on By Markus Karlsson August 23,2012 Companies around the globe are trying to big up their brands on sites like Facebook and Twitter. The research firm E-marketer says the social media advertising will be worth $10 billion next year. But Ed Keller, Chief Executive of the consulting firm Keller Fay Group, says advertisers should not put all of their eggs into one social media basket. He’s also co-author of “The Face-to-Face Book”, in which he argues that social media is not the king of the advertising hill.

By Ed Keller First posted on August 17, 2012 What company doesn’t want its brands to be talked about? Every business person – from entrepreneur to CMO of a Fortune 500 company – is now coming to realize that social chatter is critical to a brand’s marketplace performance.  Ask your customers how they came to choose your brand and I am confident that the majority will say it was the advice of a friend or family member.  But how do you go about making your brand talkworthy?   That’s harder to determine.  And many marketers wonder whether they can create buzz even if they are a small business, or their product/service lacks sexiness, or their budget is limited.  The answer is yes. In The Face-to-Face Book, my coauthor Brad Fay