Australians have 67.8 branded conversations a week and Apple has the most positive word of mouth of any brand
Sydney, Australia, July 13, 2010 – According to Australian-first research commissioned by Australia’s leading word-of-mouth (WOM) marketing company Soup, on average each person in Australia has 67.8 branded conversations each week. The research – conducted by US-based, leading WOM research firm Keller Fay – found that the most talked-about categories are Food/Dining and Media/Entertainment and in terms of the kinds of brands that are most talked about telecom, food, tech, and . More >
The Conversation Manager: Q&A with Author and Consultant Steven Van Belleghem :
I write regularly in this column about the rising power of word of mouth and social media and the opportunities for brands to spark consumer conversation as both a marketing strategy and an outcome of marketing activity. But a key challenge that arises for brand marketers is to determine what they must do to adapt their organizations, and their individual behaviors, to succeed in today’s new social era. Steven Van Belleghem, Partner at InSites Consulting in Belgium, has recently . More >
The Medium and the Message: The Surprising Role the Internet Plays in Word-of-Mouth
It almost always surprises people when I show our research that finds 90%+ of word of mouth conversations about products, services, and brands takes place offline, while less than 10% of conversations happen online through blogs, chat rooms, and social media such as Facebook and Twitter. How could that be, many ask, given the meteoric rise of social media sites?A new study from Yahoo! and Keller Fay Group released last week sheds new light on the role the internet plays in driving . More >
TV Still Owns Watercooler, but Shares it with the Web
Internet Matches TV’s Influence Over Conversation, According to New Research Advertising Age Once, TV was the symbolic water-cooler that drove consumer conversations. It still is. But the tube is being upstaged by the web, which now nearly matches it in terms of influence on conversations, according to a new study from Yahoo! and Keller Fay Group. Keller Fay has taken the air out of the online buzz balloon for years with survey research finding that most discussion about brands still happen . More >
Google’s Seven Rules for Building Brands with Word of Mouth
Last week, the Word of Mouth Marketing Association (WOMMA) held its School of WOM in Chicago. The theme: Creating Talkable Brands. (Disclosure: I am a WOMMA Board member.)In a conference full of strong keynoters (Jeffrey Hayzlett, the “celebrity CMO” of Kodak; Dan Heath, co-author of Made to Stick and the newly-published Switch; and GroupOn CEO Andrew Mason, among others), one talk stood out above the others for me for the lessons it conveyed. It was by Jim Lecinski, Google’s Managing . More >
USA Today Snapshot
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Universal McCann: Yes, You Can Plan for Word-of-Mouth
MediaBizBloggers Like it or not, just because a brand has great word-of-mouth, doesn’t mean it’s safe to spend less on advertising. The evidence we have gathered at UM implies that far from being dissonant sources of consumer awareness and information, advertising and word-of-mouth can be shown to have a powerful symbiotic relationship. To assess the relationship between advertising and word-of-mouth, we constructed a regression model built specifically for the purpose. The model tapped . More >
McKinsey Weighs in on Word of Mouth – “The Most Powerful Form of Marketing”
The upstart word of mouth marketing industry got a big boost recently from a blue-chip source: McKinsey & Company. A recent article in the McKinsey Quarterly made some rather big – and justified – claims about the power of word of mouth. Some headlines that are worth noting: “The rewards of pursuing excellence in word-of-mouth marketing are huge, and it can deliver a sustainable and significant competitive edge few other marketing approaches can match.” Word of mouth . More >
Advertising Amid Crisis: Word of Mouth Lessons from the Auto and Financial Services Crises
What should an advertiser do when its industry is being ravaged in the news media amid a crisis of historic proportions? Go quiet until the trouble passes, or continue to engage directly with paid messaging? The recent crisis faced by the financial and automotive industries provides two excellent cases in point, with lessons for marketers in all categories.This week, at the Advertising Research Foundation’s Annual ReThink Conference, my colleague Brad Fay joined with Mediavest’s . More >
ESPN Launches Unprecedented Cross-Media Research Initiative: ESPN XP
Today at the ARF’s Re:think 2010 conference, ESPN Research+Analytics revealed plans for ESPN XP, a research initiative unprecedented in its scope, to study consumer behavior around major sporting events beginning with the 2010 FIFA World Cup South Africa. Using one of the largest collections of research companies ever assembled plus a top-tier business school, ESPN XP will attempt to measure media usage and advertiser effects for the World Cup across all media platforms – TV, radio, . More >
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