Social TV Viewing, Word of Mouth, and Ad Effectiveness
By Ed Keller When people consume media together, either in-home or out-of-home, does it help or hurt advertising effectiveness? The argument that it hurts the advertiser is the “distraction” model, which argues that the presence of other people distracts people from on-screen content, reducing value to the advertiser. This is an argument put forth by Steven Bellman et al. in their 2011 paper “How Coviewing Reduces the Effectiveness of TV Advertising”. The argument that it helps the advertiser . More >
Congratulations to Pursway
Congratulations to Pursway on its recent announcement that MetroPCS will be deploying its Influencer Marketing Management platform. We were particularly pleased to see this endorsement of the importance of word of mouth and influencer marketing by MetroPCS: “After working with Pursway for a year on several marketing programs, Pursway’s software has consistently identified key influencers and their followers within our customer base,” said James Sartain, Vice President, Strategy & Analytics, . More >
The Face-to-Face Book Jacket is Revealed!
The jacket cover for Ed Keller and Brad Fay’s forthcoming book has just been finalized. What do you think of it?
And thanks to Chuck Porter of Crispen Porter + Bogusky for his very kind blurb: “Everyone whose on the social-media-is-the-future bandwagon should get off for a minute and read this book.”
The publication date is May 22, and preorders are now being accepted wherever books are sold online.
Social Media is Word of Mouth on Steroids, or is It? Part II
By Ed Keller I have heard it said on a number of occasions that social media is word of mouth on steroids. The argument goes like this: Whereas face-to-face conversations only reach people one-on-one or one-on-several, social media allows people to reach hundreds and often thousands of people with a single post. As a result, it has a far greater reach than word of mouth. I have been skeptical of this view, arguing that while social media is certainly a piece of the social influence puzzle for . More >
Clout in the Real World
By Ed Keller Klout declares itself to be “the standard of influence,” and many marketers these days buy into the notion that when it comes to influence the action is mostly – or most importantly – taking place online. Social media influence is often called word of mouth on steroids. However, this belies the fact that the overwhelming amount of word of mouth influence – even among consumer influentials – still takes place offline, in the real world. I was pleased, therefore, to see a . More >
Unilever embraces WOM, but will need more than social media to trigger it
By Steve Thomson, Managing Director, Keller Fay- UK The UK’s Marketing magazine this week posted an intriguing article outlining how Unilever was “shifting focus from social media to word of mouth”. In fact, as the piece acknowledges, it’s not that Unilever is turning its back on social media as such, but that the global fmcg power is demanding more from it. Unilever’s Debbie Weinstein is quoted as saying “We are now looking to develop broader social CRM programmes and trigger . More >
Your Facebook Fans are “1 Percenters”
Ed Keller With this week’s Facebook IPO filing, a lot of big numbers are being bandied about: An estimated $5 billion initial offer, and perhaps between $75 and $100 billion for the total market valuation. Facebook also represents big numbers to brand marketers: An audience of nearly 1 billion consumers, and the growing legions of brand fans – often tens of millions –marketers have accumulated on Facebook. Social media pundits often liken them to an army of brand advocates, ready to engage . More >
Why Brands Must Care about Both Offline and Online Word of Mouth
By Ed Keller I have written previously about a groundbreaking academic study that highlighted how fundamentally different online conversation is from offline word of mouth. The headline finding from that research, released in late 2010 at a conference convened by the Wharton School and the Marketing Science Institute (MSI), was clear: “Online data does not reflect well the offline behavior. Word of mouth is not channel neutral. One cannot automatically generalize the results from online to . More >
Content-sharing not an end in itself
By Steve Thomson, Managing Director, Keller Fay- UK UK department store John Lewis hit an apparent bulls-eye over the Christmas season, achieving the kind of viral success with its seasonal TV ad that all marketing directors crave, with four million hits on YouTube. Most brands today are desperately figuring out how to create content which is also shared widely and quickly. Is this a realistic strategy, or is it the marketing equivalent of hoping for a lottery win or X-Factor success, rather . More >
Email Marketers Claim “Email is the New Social Media”: Fact or Fiction?
By Ed Keller As the trade press continues to focus on the year that was in 2011 and forecasts for the year to come in 2012, social media remains a hot topic of conversation. Two reports have come out recently making the case that email remains a big and effective part of the social story. In his keynote address to MediaPost’s Email Insider Summit, Tynt CEO Derek Ball noted that despite the growth of Facebook, sharing via email has gone up over 20% in the past 18 months. “We call email the . More >