How Social are Social Media, Really?
There have been some interesting studies recently about social media which raise some interesting questions for advertisers. In late March came a study from Yahoo, which reported that 50% of all tweets come from only 20,000 users, or 0.05% of the Twitter universe. Far from a “flat” highly “democratic” means of communications, that connects everyone to everyone else, the Yahoo authors conclude that Twitter more closely resembles a traditional broadcast model in which a small . More >
How British Word of Mouth Compares to Other Markets Around the World
The Question Word of mouth marketing is a global phenomenon now. Which raises an important question: How similar, or different, are people’s WOM behavior across markets? How does word of mouth in the UK compare to other markets such as the US? Key Findings The UK leads in terms of WOM volume, with 70 brand-related conversations per week versus 68 in Australia and 65 in the US. The UK has the largest percentage of people who talk daily about 9 of 15 consumer categories studied including . More >
The Lakers are a Word of Mouth Juggernaut
With the NBA playoffs just getting started, it’s an opportune time to see how word of mouth for the league is faring this year versus last, and which NBA teams are the most dominant when it comes to word of mouth. Among NBA fans, word of mouth levels are up considerably this year versus a year ago. Starting with an off-season spike in conversation when LeBron James announced “the decision,” the NBA began its season with higher levels of word of mouth and has sustained that advantage . More >
Importance of Technology Conversation Catalysts
We’ve already established how the most talked about technology brands use continuous innovation and heavy up-advertising to spark conversations with customers and between customers. We’ve also shared the importance of marketing to Technology Catalysts (i.e., talkative influencers) when trying to capitalize on the word of mouth opportunity for tech brands. Let’s take a deeper dive into who Technology Catalysts are, where they talk, and how much influence they truly have . More >
SXSW and Technology Conversation Catalysts
Big brands and small brands are beginning to understand the importance of marketing to influencers. Within any social circle, there exists someone, an influencer, who has an effect on what people buy and what people talk about. Keller Fay calls these select consumers Conversation Catalysts™ and through its ongoing TalkTrack® study, Keller Fay is able to measure and track these consumers who disproportionately drive marketing-related WOM conversations. Conversation Catalysts™ are important . More >
How Social are Social Media Audiences Really?
Brad Fay and Lauren Hadley of Starcom MediaVest presented at the recent ARF 2011 Re:Think conference in New York city on March 22, 2011. Click here to view the presentation.
Word of Mouth for Technology Brands
Technology products ranging from electronics to computers to software contribute significantly to the US economy. Sales of HDTVs, iPods, Tablets, Laptops, and Games not only contribute to the economy, they also make a significant contribution to everyday conversations Americans have. According to Keller Fay’s ongoing TrackTrack® study, 40% of Americans have at least one conversation every day with someone, either person-to-person or online, about the Technology product category. The most . More >
Life is Contagious: Underpinnings of Social Influence
There’s a revolution happening in marketing today, the underpinnings of Social Influence – and, this time, it doesn’t have very much to do with the Internet. The really big revolution is happening at the intersections of social psychology, social network science, and neuroscience, all of which are suggesting new models for understanding consumer decision making. Two new books provide a road map: Connected: The Surprising Power of Social Networks and How They Shape Our Lives by . More >
Social Media Means More than Social Channels
MediaPost Social media isn’t just social media platforms. That message was a core theme during at least one panel at the Advertising Research Foundation 2011 Think conference in New York on Tuesday. Brad Fay, COO of the Keller Fay Group, said the firm’s research, based on its TalkTrack platform — which Keller Fay Group says is the only continuous monitoring system of all marketing-relevant conversations in America — shows that some of the highest concentrations of social networkers . More >
Third Course on Food & Dining WOM
Our first dish on word of mouth in the Food & Dining category shared that Americans talk about food-related brands more than any other product category. Fast food companies and packaged food brands have significant social currency. Our second dish shared the differences that exist between which food & dining brands women talk about versus those men talk about. Our third dish focuses on Food & Dining Conversation Catalysts™. Through its ongoing TalkTrack® study, Keller Fay is . More >