Social Media is “Word of Mouth on Steroids”: Or is It?
by Ed Keller At a conference earlier this year, an executive from Facebook declared that social networking sites like Facebook deliver “word of mouth at scale.” He went on to say, “This is what marketers have always tried to bottle up. The social web is finally allowing us to do that. This is word of mouth on steroids.” The notion that social media is word of mouth on steroids is a comment I frequently hear others make, as well. Last week, I came across an article documenting “The 100 . More >
Word of Mouth Infographic
Thanks to WOMMA for creating this infographic on “The Word and the World of Customers: Word of Mouth Marketing Offline and Online.” We at Keller Fay are pleased to see our research featured, along with others.
Showing Emotion is the New Black
by Ed Keller At a recent event in Seattle sponsored by the Word of Mouth Marketing Association, Heather Oldani of McDonalds told the audience, “For brands, showing emotion is the new black.” It resonated with the audience, and was one of the most tweeted takeaways from the event. Oldani’s comment was a continuation of thoughts she had shared in September when she was the keynoter at the PR News Platinum Awards luncheon. At that event she explained further: “Listening, having a conversation, . More >
Word of Mouth in China: What is the Sound of a Billion Voices?
By Ed Keller Two research studies about the importance of word of mouth in China came to my attention recently. One was by Initiative and the other by TNS. These come on top of a 2010 article in the Harvard Business Review on “The Power of Word of Mouth in China” by two McKinsey consultants who say, “Physical or virtual, word-of-mouth is an essential brand-building tool for companies in China.” To gain a better understanding about word of mouth and social media in China, I had a discussion . More >
Buzz and TV Shows: Are We Listening to the Right Voices?
The new television season is upon us, and the trade press has been abuzz, not only about which new shows will thrive and which will die, but also about social media and so-called social media ratings. Senior TV executives are joining the conversation. Some see social media as a powerful amplifier and “the connective tissue that links everything together.” Others take a more tempered approach, saying, “Social media is a driver of buzz and engagement, but it’s not the core . More >
Why Zappos’ Tony Hsieh Dislikes Social Media, Despite 1.8M Followers on Twitter
The CEO of Zappos Tony Hsieh has 1.8 million followers on Twitter. In many marketing circles, he is something of a Twitter god, using the Twitter feed to promote Zappos and his way of thinking about business (as expressed in his book, Delivering Happiness: A Path to Profits, Passion, and Purpose) to his many followers. Imagine my surprise, then, when I saw a TV interview with Hsieh, in which he said he dislikes the term social media. In fact, he dislikes it so much that anyone who uses it around . More >
Financial WOM is More than Just Bank-Bashing
Banks and bankers have not had a good press over the last few years, with politicians, media commentators, and the general public seemingly having little good to say about them. For other financial services brands the picture is not quite so dire, but even so, brands in this sector appear to be tolerated rather than loved. Brand relationships are strictly platonic. Added to that, who wants to talk to friends about boring old banking and insurance brands? So surely there must be very little positive . More >
Life in the Fast (Food) Lane
Today’s teens live in the fast lane – school, homework, extra-curricular activities like sports or band, a social life, and in many cases a part-time job take up much of their time. They are on the go from early in the morning to late at night. And often fast food is the quickest and easiest option to fuel their fast-paced lives. Recent Keller Fay research from TalkTrack®, our ongoing study of what people are talking about, both online and offline, shows that teens are also highly . More >
What’s the Biggest Online Source to Drive Word of Mouth? The Answer Might Surprise You.
With the meteoric rise of social networking, marketers can be forgiven for thinking that word of mouth equals social media. This is wrong on two counts. Firstly, the overwhelming majority of word of mouth still occurs offline, not online. This is not an indictment of social media, but rather a reflection of just how large the volume of face-to-face word of mouth is. Because offline WOM is harder to measure, it’s often discounted. But that’s a mistake. There are important planning and . More >
The Emotions That Spark Word of Mouth
In his keynote speech to the Advertising Research Foundation’s recent media conference, New York Times columnist David Brooks talked about key themes from his new book, The Social Animal, that relate to marketing. He told the audience of nearly 700 that he believes the primacy of emotion is one of the three most important “foundations” coming out of scientific inquiry in the fields of neuroscience and psychology. “Emotions are central to how we think and to the wiring of the fibers of . More >