Mouth Meets Mouse

Tuesday, 29 November 2011 by

When it comes to building buzz, social media turbocharges word of mouth. So what’s the role of a “like” in engagement? By Jeff Koyen Posted November 22, 2011 Adweek Is the mouse mightier than the mouth? That’s the debate that’s taking place in word-of-mouth (WOM) marketing circles. On the one hand, social media has altered the landscape of WOM, helping spread buzz faster and more efficiently than face-to-face communications. On the other, most conversations about products and brands still take place away from the Internet. Word-of-mouth marketing is based on the simple premise that a recommendation from a friend carries more weight than an ad message. But social media has blurred what that means. Is a “like” on Facebook as valuable as an unsolicited recommendation shared in person or on

The Daily Dose by Mikal E. Belicove The now commonly held notion that social media-related marketing is a requirement for business success may not carry as much water as once thought. Despite all the technological advances in recent years, especially in the realm of social media, a recent study suggests that the vast majority of public discussion about products, brands and services occur in everyday word-of-mouth encounters with others, not online. A yearlong study from the New Brunswick, N.J.-based research firm the Keller Fay Group, which included more than 32,000 participants, found that 91 percent of respondents’ information about brands came as a result of face-to-face conversations or over the phone. Just seven percent of word-of-mouth conversations about brands occurs online. The report shows that a well-rounded approach to word-of-mouth marketing

MediaDailyNews Posted November 17, 2011 by Steve McClellan When it comes to word-of-mouth recommendations for brands, it appears that good, old-fashioned in-person and on-the-phone conversations still rule the day — at least according to research conducted by Tremor and the Keller Fay Group. Tremor, the Procter & Gamble marketing unit that focuses on the so-called “influencer” segment of the consumer base, and word-of-mouth agency Keller Fay unveiled research this week that shows that over 90% of conversations about brands occur in person or on the phone. The results were first disclosed in an article penned by Tremor CEO Chris Laird for Forbes that posted on the publication’s Web site Nov. 15. Laird and Brad Fay elaborated on the study’s findings at the Word-of-Mouth Marketing Association’s Conference in Las Vegas the following

By Ed Keller In Steve Jobs, Walter Isaacson talks about the seven industries that Steve Jobs revolutionized:  personal computers, animated movies, music, phones, tablet computing, digital publishing, and retailing. As we approach Thanksgiving and “Black Friday,” the most important day in retail, let’s consider how the Apple Stores changed business retail, which is the topic of Chapter 29 in the Jobs biography. It’s easy to forget how dismissive experts were when Apple decided to enter the retail business in 2001.  “Maybe it’s time for Steve Jobs to stop thinking quite so differently,” wrote Business Week.  Of course, the Apple Stores went on to achieve record breaking success, despite such doubts, because they had a mission that was about more than providing a place for transactions with customers.  Jobs envisioned the

Las Vegas, NV (PRWEB) Pursway, Ltd., the pioneer in Influencer Marketing Management and the Keller Fay Group, a leading firm in word of mouth research and consulting, today announced at the 2011 Word of Mouth Marketing Association’s annual summit a strategic alliance to combine and deliver the expertise of the Keller Fay Group’s Word of Mouth (WOM) Marketing and Pursway’s Influencer Marketing Management (IMM) software platform. “We are very excited about this alliance,” said Ran Shaul, Executive Vice President and co-Founder of Pursway “to be able to offer the marketing expertise and consulting resources of the Keller Fay Group to customers in the U.S. and Europe will significantly enhance our value proposition in the marketplace. The alliance represents an important strategic move for Pursway as it continues to grow its

Forbes.com 11/15/2011. This article is by Chris Laird, who has marketed some of Procter & Gamble’s most well-known brands including Tide, Olay and Gillette. He is currently the CEO of Tremor, the WOM marketing division of P&G, offering online and offline WOM marketing services for brands inside and outside P&G using its Vocalpoint network of more than 600,000 women. When I recall my stint as a brand manager for Procter & Gamble’s Bounty brand six long years ago, I wax nostalgic at how relatively one-dimensional and easy-to-measure our plans were: TV, print and coupons, with some CRM and digital thrown in as below-the-line afterthoughts. Now with the consumer’s attention infinitely fragmented and technology enabling participation and real-time connections, the work of marketers requires much more agility, integrative thinking and, frankly,

- Over 90% of Brand Conversations Take Place Offline; Mostly Face to Face – - Tesco, Sky and Apple are Most Talked About Brands in UK – 8 November, 2011. London. The average UK adult talks about brands 78 times per week, which translates into 3.4 billion brand impressions each week that come via word of mouth. And, 94% of those brand conversations take place offline, primarily face to face, while only 6% are online. These are among the major findings from an ongoing study of word of mouth by the Keller Fay Group, revealed today at its WOM Everywhere conference in London. The conference featured new, just released information from Keller Fay’s TalkTrack Britain study, an ongoing research programme that tracks word of mouth in the UK on a

By Ed Keller Imagine you have an important marketing investment decision to make, and you have what you think is clear and compelling evidence. Then, you subsequently learn that in fact you are overestimating the impact of your investment by as much as 40%. You’d be pretty upset. This is what may be happening today as marketers seek to understand and quantify the impact of their social media investments, according to a new analysis by MarketShare. It is one of several thought provoking points put forth by Pat LaPointe, EVP at MarketShare, in a recent piece in the Journal of Advertising Research (JAR) about the relationship between “traditional” and “social” media. Business investment in social media is on the rise, a statistic most recently reinforced by a survey released recently

Microsoft Advertising Blog by Natasha Hritzuk – MSFT Posted Tue, Aug 02 2011 For marketers, the rise of social media has helped crystallize the importance of word-of-mouth. But lately, “social” has become synonymous with a platform, when in reality it’s a fundamental human behavior. In fact, 90% of consumer conversations happen offline, far away from what we currently think of when we say “social media.” Every day, people talk to each other, providing guidance on which experiences to embrace and which to avoid. It’s no wonder that nearly 50% of consumers are likely to purchase products as a result of word-of-mouth*. So, as a marketer, how do you influence those conversations? Sure, digital channels work for sparking conversations that your target consumers can continue online or take offline. But how

research-live.com 26 October 2011 | By Steve Thomson What was the last brand you really liked? I mean liked as in clicking the Facebook ‘Like’ button on the brand’s fan page, which immediately shares that information with your friends. Perhaps they liked it too. Depending how many friends you have on Facebook, and how many friends your friends have, those two actions have the potential to reach hundreds of people. Little wonder brand owners have taken to referring to social media as ‘word-of-mouth on steroids’. Even without the social media boost, the power of WOM and its importance to brand owners have been demonstrated over and over again. Most recently the Gunn Report from the IPA noted that “buzz is strongly linked to [advertising] effectiveness”, and it’s free – so

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