For Super Bowl Advertisers, the Biggest Buzz Comes via the Water Cooler, Not Twitter.
By: Ed Keller The teams for the Super Bowl are now set. Callers to sports radio shows and pundits on cable TV will debate who has the better chance to win and why. At the same time, the marketing pundits are gearing up to assess who will get the most bang for the $4 million being invested for each 30 second spot. It used to be the winner of the USA Today Ad Meter was the arbiter they used to assess who “won” and who “lost” the advertising wars. Now, however, conventional wisdom is . More >
Starting an Unlikely Conversation: U by Kotex Wants People to Talk about “The ‘V’ Word” – Ed Keller
By Ed Keller “Can We Talk . . . About Vaginal Myths?” That’s a headline that will catch one’s attention. It certainly caught mine when it appeared recently in Ad Age . The article is about the new marketing campaign from Kimberly-Clark’s U by Kotex brand. “One might view this work as provocative,” according to Melissa Sexton, integrated marketing planning director at K-C who was quoted in the article. “But it’s provocative not for the sake of . More >
“It’s all about conversations . . . and everyone’s talking”
“It’s all about conversations . . . and everyone’s talking” is the subject of Ed Keller’s op-ed in PR Week. “A high-value PR outcome isn’t just about media visibility – traditional and online. It’s about driving positive ‘talk worthy’ conversations that lead to mass influence and sales.”
Keller lays out a blue print for how to be talk worthy.
What is the Hottest Category for Holiday-Season WOM? You’ll be Surprised
By Ed Keller Think of what’s hot for the holidays and chances are you will think about some new technology product, or the latest toy, or maybe a hot video game. You would be correct in thinking all these categories get more buzz around the holidays than they do during the rest of the year. But the brands that get the biggest word of mouth spike? It’s the consumer electronics retailers themselves, far more than the products they sell. With an eye on what might be hot during the holidays this . More >
Finally, Proof that Word of Mouth Isn’t Just “Nice to Have,” But Drives Measurable ROI
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 . More >
How Influence Works
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 >
Obama Dominates Conversations in Days Before the Election, Both in Quantity & Quality
By Brad Fay and Siobhan Counihan-McGee Keller Fay’s “Conversation Nation” project with the National Journal (http://bit.ly/U7taXF) found that President Obama had the positive word-of-mouth momentum in the last two weeks prior to his re-election this week. Over the last weekend, in particular, President Obama reached a 2012 high with 61% of voters talking about him daily, versus 49% for Governor Romney. Super Storm Sandy initially reduced WOM for both candidates, but it came roaring back in . More >
Shining a Light on Dark and Super Dark Social – Ed Keller
“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 . More >
Word of Mouth is More Offline than Online, write Brad Fay and Steve Thomson in the latest Admap
Word-of-Mouth (WOM) about brands is as old as branding itself. We are social animals, hard-wired to share information about the things we like and that can make our lives better. Throughout the last century, in almost all parts of the world, the steady growth of the consumer society as fuelled the increasing presence of brand names peppered into everyday conversations More> Reproduced with permission of Admap, the world’s primary source of strategies for effective advertising, marketing and . More >
Super Conversations Matter More than Super PACs in Presidential Election
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, . More >
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