The NFL Scores a Touchdown on Social Media, While the NHL Scores a Hat Trick with Offline Conversations
Engagement Labs Ranks Major Professional Sports Leagues for Both Social Media Performance and Offline Word of Mouth Conversations TORONTO, Ontario – November 16, 2015 – Technology and data company Engagement Labs (TSXV:EL), creator of eValue Analytics™, today released its ‘Total Social’ data rankings of the major professional sports leagues on social media and through offline word of mouth (WOM) conversations. ‘Total Social’ combines Engagement Labs’ proprietary eValue social media measurement tool and TalkTrack®, the leading measurement source of WOM conversation from the Keller Fay Group, an Engagement Labs company. “Major professional sports leagues have some of the most loyal fans around. With the far-reaching appeal of sports content and the passion from fans, sports leagues have a major opportunity to utilize social media to keep fans engaged both online and offline
Creative Quality is not Only the Leading Factor in Driving ROI but Also the Lead Factor in Getting Consumers to Talk about a Brand
Engagement Labs ranks TV advertising campaigns that drive brand conversations TORONTO, Ontario – October 27, 2015 – Keller Fay Group, an Engagement Labs (TSXV:EL) company, has partnered with Analytic Partners to gain a deeper understanding of the relationship between consumer word of mouth (WOM) and the quality of brand advertising, to determine the impact it has on sales. The study brings together robust WOM tracking data using Keller Fay’s TalkTrack®, and extensive industry insights from Analytic Partners’ ROI Genome Project. According to an analysis of more than 250 TV campaigns, the study found that when advertising causes conversations and online sharing, it is much more likely to also drive sales, compared to when it does not drive conversation. Additionally, the quality of the creative is more effective at driving consumers
Keller Fay data has often been used to illustrate how digital marketing and media activity can drive offline conversation (& other real-world outcomes). Yet some marketers still struggle to fully understand online/offline interactions, and continue to evaluate the impact of digital advertising entirely via online metrics. A new. groundbreaking, research program by News UK Commercial, called Project Footprint, has shed new light on the true real-world and online impact of digital advertising, The study was conducted by Keller Fay in partnership with Comscore, providing unique, single-source measurement of exposure to digital content and offline behavior (conversation, shopping, etc.). The month-long study closely tracked the online and offline activities of 70 multi-platform subscribers to The Times in November 2014. People who saw ads on The Times were more likely to discuss
CLEVELAND (May 7, 2015) — Word-of-mouth is a massive driver of consumer decision-making, according to the “Water Cooler Report”, a new study released today by WorkPlace Impact, the leader in workplace marketing. Prepared by the Keller Fay Group, an award-winning market research company specializing in word-of-mouth (WOM) marketing and social influence, the report is the first ever to quantify and bring attention to conversations about brands that happen at work, around the proverbial water cooler. READ FULL RELEASE The Water Cooler Impact Final Press Release
By Brad Fay, Yesterday, 8:04 AM While we’ve long discarded the simplistic notion that a prospective customer sees or hears a commercial or ad and then —“eureka”— decides to run out and buy the advertised brand, what we haven’t fully grasped is what exactly occurs on the long and winding path to purchase. READ MORE
Fall is Around the Corner and So Is Football. Keller Fay Reveals Which Teams are the Word of Mouth Winners The NFL preseason is upon us and on September 4th, the opening game between the Packers and Seahawks at CenturyLink Field starts the 2014 season. With the start of a new football season, American’s will be talking, tweeting, and posting on social media sites. Keller Fay Group is here to talk about which teams have earned the most chatter over the course of the past year, and what the trends have been. The Dallas Cowboys have been dubbed “America’s team” and whether they were winning or not, they have traditionally been the most talked about football team. That is no longer true. The Denver Broncos and the Seattle Seahawks are
How to Quantify the Sales Impact ROI of Word of Mouth Did you miss our complimentary webinar ? Good news – you may still view the recording of this lively discussion with Speakers Ed Keller, CEO, Keller Fay Group and Greg Pharo, Director, Market Research and Analysis, AT&T Mobility. One of the biggest challenges facing marketers when it comes to word of mouth (WOM) and social media is a lack of ROI. Can word of mouth advocacy be linked to business outcomes, and how strong is its impact relative to other parts of the marketing mix? In this webinar we discuss the ROI of Word of Mouth and how this measure is being tackled by AT&T and can be addressed by your business, too. Watch AT&T and Keller Fay leaders in this
A recent Brand Republic article discusses how the Guardian partners with Keller Fay to measure word of mouth in social media and offline, and shows how WOM extends audience reach for brands advertising in news media. “More and more this will become a must-have metric by marketers, and media organisations need to be able to show this and invest in ways to prove their social worth” according to The Guardian’s Commercial Director Nick Hewitt. (Read more at http://www.brandrepublic.com/news/1302639/guardians-commercial-leader-adapting-changing-face-roi/.) Our UK MD Steve Thomson co-wrote a recent Admap article on “Print Media’s Talkability” (click link for PDF of article) with Ozoda Muminova from Guardian News & Media which provides further evidence that newspapers and other news media can make a valuable contribution to stimulating WOM for brands. News media – especially quality newspapers such as The
By Natalie Zmuda. Published on July 10, 2014 in AdAge at http://bit.ly/1w5iGM2 It’s not just that people aren’t drinking soda — they’re not talking about it either. According to a new report out from the Keller Fay Group, word of mouth impressions for Coke, Pepsi, Dr Pepper and a slew of other soft drinks have been steadily declining since 2011. Last year, Coke ceded its most-talked-about-brand status to Apple. Since 2011, face-to-face conversations are down 6% at Coke and 9% at Pepsi. One bright spot in the soda category is Coca-Cola’s Fanta brand, which saw word-of-mouth impressions increase 11%. And during the same time, social-media conversations are up 39% for Coke and 31% for Pepsi. But social-media conversation is rising off of a small base and is still a small part of the equation. In 2013,
We are proud to announce that Ben Schneider, Research Director at Keller Fay, has won a prestigious international research award: The Manolo Award (http://www.ariaalliance.org/manolo-award/) for Future Industry Leaders in the Americas. The award is in memory of Manuel “Manolo” Barbarena, an entrepreneur who led his company to be one of the largest and most influential market research firms in Mexico and Latin America. He died young at 48 and the award is now run by eleven national research associations across the Americas, who have decided to keep the flame of Manolo’s vision alive by enabling emerging research industry leaders across the Americas to benefit from exposure to other research cultures in countries other than their own. Ben will be off to Latin America later this year for a two week immersion
NEWS & INSIGHTS
- Word-of-mouth/offline marketing doesn’t always ...
What do Palmolive, Corona, RCA and PayPal have in Common? They are All “Social Misfits” According to a New Report from Engagement LabsNew TotalSocial™ Analysis Profiles Brands that ...
- Political operatives aren’t the only ones...