Brad Fay will be presenting with Maggie Merklin, senior vice president at Analytics Partners, at the Wharton Future of Advertising Annual Meeting on Wednesday, October 21. The pair will present findings regarding the role of branded word-of-mouth and successful TV advertising campaigns. The focus will be understanding what, if any relationship, exists between the two channels. Newfound research and insights into WOM have demonstrated its influence on consumer sales, resulting in a burgeoning interest in WOM’s capabilities and the need to understand how it works. Established in 2008 as part of the SEI Center for Advanced Studies in Management, the Wharton Future of Advertising Program is the world’s preeminent center bridging leading academics, executives, entrepreneurs, and students for deeper insights, bolder innovation, and broader positive personal, organizational, and societal impact of advertising and marketing.
Photo of Volkswagen Golf: Wikimedia, CC by SA By Mario da Cruz, vice president, Keller Fay Group Volkswagen’s reputation is threatened but other brands have been there and recovered. Toyota’s crisis of 2010 comes to mind as the most relevant comparison. Keller Fay Group’s analysis of Toyota’s crisis reveals strategies for recovery, but VW’s comeback may be more challenging. Millions of Toyota cars were susceptible to sticking gas pedals that allegedly caused some drivers to accelerate out of control into accidents. This led to a massive public relations crisis. At first, Toyota’s executives were slow and clumsy in handling the crisis, but the company rose to the challenge and mostly recovered its reputation in a couple of years. As described in The Face-to-Face Book (Ed Keller & Brad Fay, 2013), Toyota’s recovery benefitted
Corvette, BMW and Tesla Motors Speed into the Fast Lane of Brand Conversations both Online and Offline
Engagement Labs Releases ‘Total Social’ rankings to measure performance of online and offline conversations for the top performing car brands in the U.S. TORONTO, ON. – October, 7 2015 – Technology and data company Engagement Labs(TSXV:EL), creator of eValue Analytics™ and owner of Keller Fay’s TalkTrack®, today released rankings on the Top Automotive brands in the U.S., on social media and through offline, word of mouth conversations. Rankings of the Top Ten Automotive Brands on Facebook and Twitter in the U.S. Source: Engagement Labs eValueTM U.S. 2015 rankings of automotive brands on social media Rankings of the Top Ten Automotive Brands based on offline word of mouth data. Source: Talk Track ® U.S. 2015 rankings of automotive brands word of mouth conversation offline “Today, both word of mouth conversation and social
The fall TV season is well underway, and ABC’s new TV show Quantico is getting a lot of buzz. Keller Fay Group is tracking the offline conversation weekly, and our research also shows gains for NBC’s Blindspot. “We’re seeing pretty healthy levels of talk among both men and women for those shows,” which points toward future success, Keller Fay’s Matt Phillips told USA Today, which has the results exclusively. Fox TV shows Rosewood and Minority Report both lost ground. You can read the full article here.
Guardian News & Media places high value on demonstrating its powers of influence as a news content provider as well as how influential and socially connected its audiences are. A significant area of importance are its mobile audiences, which have grown significantly over the past few years. Keller Fay has identified a clear relationship between mobility and social reach from its TalkTrack® study and other work — it’s common sense that people who go out a lot (whether it’s for work, family reasons or pleasure) have broader social networks and more conversations about all kinds of things. Could we also show that more mobile consumers also have a thirst for news, and hence that news brands are an attractive channel with which to reach ‘Mobile Influencers’? Indeed we could. Analysis of TalkTrack
With the summer travel season wrapping up, our colleagues at Engagement Labs, with which Keller Fay Group recently merged, took a look at the biggest social media trends for hotel brands. Using Engagement Labs’ eValue™ tool, the analytics team ranked the social media performance of the top hotels in the industry to understand the best practices they are leveraging to stand out on social media. Click here to see the results.
Every day in America, there are 2.3 billion brand impressions via Word of Mouth. But you may be surprised to know that 21% of those are from Hispanics, according to Keller Fay Group’s TalkTrack®. What’s more, Hispanic Millennials engage in nearly 20% more brand talk than their non-Hispanic generation-mates. This is especially impressive when you realize that Hispanics only make up 17% of the population. This is a talkative group! How can advertisers and marketers tap into this conversation? Recently, I joined Univision’s executive vice president of Strategy and Insights, Roberto Ruiz, for a discussion about how Hispanics are powering word of mouth and how organizations can encourage more conversation about their brands. One of our noteworthy findings is that Hispanics talk more about advertising overall than non-Hispanics. They’re much
Who’s the Talk of the Hotel Industry? Ritz-Carlton Hotel Company Leads Online Conversation Among Hotel Brands and Hilton Hotel & Resorts Drive the Most Offline Conversations
Engagement Labs and Keller Fay Group Reveals the First Ever “Total Social” Media Performance for Offline and Online Conversations for the Hotel Industry in the U.S. TORONTO, ON–(Marketwired – Aug 13, 2015) – Technology and data company, Engagement Labs (TSX VENTURE: EL), creator of the eValue™ score, today released the first ever “Total Social” data rankings regarding how brands perform socially — on both social networks and offline word-of-mouth conversations. Engagement Labs looked at nine popular hotel chains using “Total Social,” a combination of Engagement Labs proprietary eValue online social media measurement score and Keller Fay’s word of mouth conversation measurement data TalkTrack®. Rankings of Offline Word of Mouth Conversation and eValue score on Facebook and Twitter: “With today’s highly competitive market, it’s imperative for brands to understand where the
Target’s recent announcement that it would remove gender-based signage in its stores generated a storm of discussion. Likewise, Amazon reliably stirs up a constant stream of conversation, no matter if it’s about Prime Day, drones or its Dash button. Both companies are exceedingly good at getting people to talk about them. Earlier this year, S&P Capital IQ and USA Today analyzed the sales of the top retailers. It discovered that just 10 retailers collected more than two-thirds of all the revenue generated by publicly traded retailers in the S&P 1500. This is where it gets interesting. Based on our research, we know that word of mouth is often a leading indicator of sales performance. Thus, we decided to look at how this handful of retailers performed in our TalkTrack® Syndicated
Which Republican presidential candidates were the biggest winners on Facebook and Twitter pre and post last night’s GOP debate? The answer is Donald Trump on Twitter and Marco Rubio on Facebook. Trump managed to hold his top spot on Twitter, while Marco Rubio overtook his Republican competitors and came out number one on Facebook. This is according to e-Value™ from Engagement Labs, the social media analytics company with which Keller Fay recently merged. eValue™ is the global benchmark for social media scoring, leveraging more than 300 conventional social media metrics to provide a single comprehensive and benchmarked score for marketers, advertisers and broadcasters across the globe. To view the full analysis, click here.
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