Talkative Product Categories
So far in these TalkTrack® Abstract postings we’ve established that Americans are a talkative bunch, mentioning brand names at least 60 times per week in everyday conversations with people. We’ve also established that credibility disparity exists between offline and online word of mouth. And, we’ve learned who a Conversation Catalyst™ is and what product categories they discuss most often. Let’s dig deeper into the product categories the general American public discusses by looking . More >
FTC to Social Marketers
After a lengthy process of review and comment, the FTC issued new advertising guidelines late last year that cover social media and word of mouth marketing. The goal was to make clear that just as the Commission can take action against deceptive, fraudulent, or unfair business practices in advertising, they will do so against deceptive practices in social media as well. And last week the FTC issued its first rebuke under the new guidelines, settling a case against PR agency Reverb, which . More >
Most Talked About Brands of 2010
We’re back to work after a fun-filled Labor Day weekend. Let’s continue the fun by taking a light-hearted look at the Most Talked-About Brands in 2010 as measured by Keller Fay’s TalkTrack® study. The list of the 15 most talked-about brands in America was compiled from 36,000 consumer conversations conducted between June 2009 and June 2010. Watch this short SlideShare presentation and learn which brands made the list and which ones didn’t. Some of the brands on the list might surprise . More >
New Wharton Research on WOM
What Gets People Talking? New Research from Wharton Reveals Surprising Answers : There is an abundance of attention paid to the tools and technologies that brands can use to facilitate social interaction with and between consumers. Similarly, there are now strong tools and techniques to measure the effectiveness (including ROI) of social media and word of mouth efforts. But far less attention has been paid to understanding what motivates people to talk in the first place. And this has . More >
Offline Talkers Have More Credibility
According to Edelman’s 2010 Trust Barometer study, the percentage of people who view their friends as credible sources of information about a brand has fallen from 45% in 2008 to 25% in 2010. That’s an alarming statistic for marketers wanting to tap into the power of word of mouth through online social media marketing. Some marketers have cited this decline in credibility as a result of “friends” becoming defined more loosely because of social media. Sure, we’re Facebook friends with . More >
Four WOM Statistics
We begin the TalkTrack® Abstract posting series by sharing four statistics every marketer must know. As a way of background, the stats shared below have been culled from recent Keller Fay research data. These stats are priceless research information that can benefit any marketer in any industry. 1. The average American consumer mentions specific brand names 60 times per week in conversations. This TalkTrack® statistic quantifies what we already know: customers talk about brands. . More >
Keller Fay Data Archive
Every brand seeks to be part of conversations people are having about businesses, products, and services. Word of Mouth (WOM) conversations have become today’s sought-after earned media. That’s because the sharing of marketing-related opinions between consumers are more authentic and credible than marketing messages bought and placed by companies. The problem marketers have is measuring and monitoring all WOM conversations happening offline (person-to-person) and online (social media, . More >
Conversational Power of Talkative People
Celebrity personalities like Ashton Kutcher, Lady Gaga, and Kim Kardashian are developing marketing partnerships with brands in hopes of driving word of mouth conversations. As the “President of Pop Culture” at Popchips, Ashton is using his social media reach to promote Popchips to his Twitter followers and Facebook fans. Polaroid is using Lady Gaga’s creative talent to make the Polaroid brand more talkable. And, Kim Kardashian will tweet promotional message for brands on Twitter . More >
Australia Word of Mouth
The results of Australia’s first in-depth study of word of mouth find that Australians have an average of 67.8 conversations about products, services, and brands per week, exceeding slightly the number of weekly conversations for people in the US (65.7). The research, conducted by Keller Fay for Australia’s leading word-of-mouth marketing company Soup, was conducted in April and early May 2010, and employs a methodology that captures both offline as well as online word of mouth. Comparisons . More >
All Media Are Social: The Unique Roles of TV, Print, and Online in Driving Word of Mouth
MediaBizBloggers.com If you want your brand to “go viral,” Twitter and Facebook are the ways to go. Right? Well, maybe. But those are only two options among numerous media strategies you can employ. A new paper authored by my business partner Brad Fay, and Graeme Hutton of Universal McCann, reveals new empirical evidence of how media and advertising drive word of mouth. Presented last month at the Advertising Research Foundation’s Audience Measurement 5.0 conference, the paper . More >
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