by Ed Keller Each December, CBS’s Chief Research Officer Dave Poltrack addresses the UBS Annual Global Media and Communications Conference. This year’s talk, “The Outlook for the Broadcast Networks,” covered a wide range of topics, including social TV: “Nothing was hotter this year than social media with Twitter front and center with its IPO,” according to Poltrack. “Television programs and televised events have always been a major source of conversation. With the emergence of the online social media we are seeing how much these subjects dominate people’s non-personal interaction.” Then, in what might have been a surprise to the investors in the audience, Poltrack made this strong statement: “However, the real action is not online, it is still face-to-face.” And the correlation statistics he shared bear this out. To begin,
Word of mouth is more effective than traditional marketing, but difficulty proving ROI is a significant obstacle to growth. Those are two of the most significant findings to emerge from the recently released “State of Word of Mouth Marketing Survey,” conducted by the Word of Mouth Marketing Association (WOMMA) and the American Marketing Association (AMA). According to the study, two thirds of marketing professionals feel that word of mouth marketing is more effective than “traditional” marketing. Reflecting this belief, 70% of marketers expect their companies will spend more money on social media in 2014, representing a bigger increase than any of 10 forms of marketing that were studied. Standing in the way of bigger investment in word of mouth and social media marketing, however, are difficulty measuring offline WOM (89%),
An estimated 4 million negative daily opinions are exchanged about one of the big six energy brands The UK’s top six utility companies receive masses of social media negativity Keller Fay Group research unveils Data from Keller Fay’s TalkTrack research programme indicates Britain’s biggest energy companies are receiving huge levels of total word of mouth negativity. According to the Keller Fay Group research, British Gas is attracting 39% of all negative WOM, greater than its market share and above the level of competitors, even allowing for its larger customer base. While Consumer Futures claims npower is the worst for complaints volumes, for negative WOM, British Gas receives the unfavourable label of being the worst. Steve Thomson, Managing Director of Keller Fay UK explains, “Energy brands have few fans, and generating positive brand
Executive Breakfast: Talk is cheap but Word of Mouth is Priceless! When: Tuesday, November 12, 8:30am until 10:30am Where: Turner Broadcasting, 1050 Techwood Drive, Northwest Atlanta, GA 30318 As part of our series of executive briefings, join us to get an insider’s look into the power of authentic experiences and real relationships in today’s Digital Marketplace, as well as brand-new research findings on Social TV. You’ll hear from three thought leaders in the new social-marketing revolution: Ed Keller, CEO of the Keller Fay Group, Peter Storck, industry pioneer and SVP/Research at House Party and Dr. Jack Wakshlag, Chief Research Officer for Turner Broadcasting System, Inc. (TBS, Inc.). Find out more at http://breakfastinatlanta.eventbrite.com/
How well does WOM about TV shows align with ratings? The latest tracking from Keller Fay for Ad Age says, “Quite well.” People talked the most about the shows they watched the most … for the most part. So what do you think? Does water cooler talk predict the hit series? See the results and story on Ad Age: http://bit.ly/Hw5dL2
At the recent 2013 Marketing Forum in Scotsdale, invitee Suzanne Fanning, ‘one of marketing’s top movers and shakers’ as per Forbes, pointed to total social or word of mouth as a hot marketing trend. In an Oct. 28th Forbes.com article, “A Sneak Peek at 2014 Marketing Trends and Other Hot Topics,” Suzanne noted that: “While all areas of social are important, Suzanne distinguishes between WOM and most digital-only forms of social engagement because WOM transcends all vehicles. According to Keller Fay research, only 10% of consumer conversations occur online with the other 90% occurring elsewhere, making WOM engagement broader than digital engagement.” Read full article on Forbes.com ….
Mediapost’s Marketing Daily Commentary by Ed Keller, October 22, 2013 – Location, Location, Location – brands in pursuit of all-important consumer word of mouth and advocacy cannot afford to ignore it, same as channels or demographics. Read Ed Keller’s take in MediaPost on what goes into marketer’s ‘secret sauce’. Based upon a new research study, “America’s Most Talkative Cities”. Read more at Mediapost.com: http://www.mediapost.com/publications/article/210949/for-word-of-mouth-the-secret-sauce-lies-in-the-so.html?edition=66019#ixzz2iW6oVQ9W
Article by Bruce Horovitz in USAToday.com Consumers can’t seem to talk enough about brands in some towns and marketers are listening If you’re a car brand, you’re the talk of the town in Houston. If you’re a financial service brand, Jacksonville is where folks are likely to chat you up. And if you’re some sort of travel services company, Miami is the hub for brand chatter. Talk creates sales. Marketers are just beginning to discover that consumers in some cities are far more talkative about their brands than folks living in other cities. For that matter, residents of these same three cities — Houston, Jacksonville and Miami — are more likely than residents of any other major U.S. cities to have verbal or online conversations about brands of any kind.
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Keller Fay Group Study Reveals Top 10 Ranking, Highlighting Opportunities for Brand Marketers to Drive Recommendations, Especially “Down South” Houston More Likely to Talk About Automotive (+37%), Jacksonville – Finance (+56%), Miami – Travel (+75%) New Brunswick, NJ – October 21, 2013 – Are certain U.S. cities more “talkative” about brands than others? A new study, “America’s Most Talkative Cities,” released by leading word-of-mouth research company, The Keller Fay Group, reveals that residents of Houston, TX have an average of 95 consumer conversations per person per week, more than the residents of any other major city in the United States. As marketers are increasingly recognizing the significant role that word of mouth (WOM) plays in driving business outcomes such as sales, results suggest that certain cities are more WOM-focused
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