Marketers Beware: Reviews Work Wonders, but Should Not Be Faked
By Ed Keller A recent article in the New York Times caught my eye. Entitled “The Best Book Reviews Money Can Buy,” the article says there is a growing practice of authors who commission reviews for their books, rather than letting them spring up organically on online sites such as Amazon.com or BN.com. It’s not just authors who crave positive reviews. The products and services from businesses of all sizes and sectors are now being reviewed online, whether on Amazon, or travel sites such as . More >
Political Chatter: In the Lead up to the Presidential Conventions, Who Has the Word of Mouth Advantage?
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 . More >
Social Glue: How to Make Your Brand Talkworthy
By Ed Keller First posted on Forbes.com 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? . More >
The Gift of Gab: Women and Word of Mouth Advocacy
The Gift of Gab: Women and Word of Mouth Advocacy First posted on Forbes.com By Ed Keller The gender gap is a perennial staple of political reporting, with women generally supporting the democratic candidate and men generally supporting the republican. Now it’s becoming a topic in social media circles as well, with recently reported statistics showing that women are far more active on social media sites, “racking up an astonishing 99 million more visits per month than their male counterparts” . More >
Radian 6 Olympics Data Highlights Shortcomings of Social Media Measurement
By Steve Thomson Managing Director, Keller Fay UK August 6, 2012 Today’s Mashable article about Olympics buzz highlights the shortcomings of social media measurement as an indication of buzz about…well, just about anything. Quoting Radian6 data, the analysis suggests that buzz in social media the US around the Olympics is around 5 times higher than here in the UK, roughly in line with each country’s populations. If this was a reflection of true levels of conversation about London 2012, . More >
Think BR: Britain’s most talked about brands
By Ed Keller and Steve Thomson Posted on brandrepublic.com, Marketers need to be aware of the differences between online and offline word of mouth, write Ed Keller and Steve Thomson of Keller Fay. Ed Keller, CEO, Keller Fay Group Like much of the world, the UK is a brand-conscious society – brands play a big part in people’s lives. But people don’t just consume brands, they talk about brands all the time. Word of mouth (WOM) about brands is as old as branding itself, and people have always . More >
Your Digital Storefront: Your Website or Facebook?
By Ed Keller July 31, 2012 There were two stories in the press about Facebook last Thursday that caught my eye. The first was the story of Facebook’s first earnings report since going public. Investor expectations were not met and the stock tumbled. The same day, a new research study was released and reported with this headline: “Customers Still Prefer Company Websites to Facebook Pages.” While the earnings story was widely discussed and has clear relevance to the investment community, . More >
How Online Marketing Can Fuel Offline Conversations
posted on Mashable.com July 18, 2012 By Brad Fay The fact is no medium drives offline conversation better than online marketing. In fact, our research shows that in 15% of conversations about products and 23% of conversations about services, somebody refers to something they saw online. Yet, a key mistake made by digital marketers is allowing the effectiveness of campaigns to be measured with just digital metrics like clicks, shares, and re-tweets. None of those metrics pick up the impact of offline . More >
Recommendations are What Drives Your Business
First posted on Forbes.com By Ed Keller July 25 2012 A new study reveals that you don’t need a big company advertising budget to drive sales—face-to-face word of mouth among friends and family drive more purchases than any other purchase influence. It’s an insight of vital importance to every small business owner. Just how important are personal recommendations? They are the #1 driver of consumer purchase decisions at every stage of the purchase cycle, across multiple product categories. . More >
Media Planning for Word of Mouth
By Ed Keller July 13, 2012 One of the key themes of this blog and my recent book is that the opportunities for business to engage in social marketing extend far beyond online social media such as Facebook or Twitter. Media and marketing of all types drive word of mouth conversation – for example, what people see on television is as likely to drive conversation as what they see on the internet. Further, a very large amount of word of mouth is driven by advertising. It is for this reason that . More >
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