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
On June 9th Universal McCann & Keller Fay Group joined together to present at the ARF Audience Measurement conference in NYC. Speakers Graeme Hutton, SVP, Universal McCann along with Brad Fay, COO of Keller Fay, explored a new approach to media planning – looking “beyond demographics” using word of mouth (WOM) based planning. Drawing from insights using our Nielsen TV/TalkTrack® fusion, we find that “social” TV is much more than just tentpole events or the usual programs (e.g. sports, younger female drama). Instead, we find a wide differentiation of “social” networks and programs depending on category. Read through this paper to see how this new approach to media planning can help marketers, agencies and media owners alike!
“Unpacking Corporate Purpose” is a newly released study about the role of the corporation in society. In-depth interviews were conducted among very senior executives, financial leaders, and educators in business and finance from organizations as diverse as BlackRock, Harvard University, Kellogg School of Management, Kroger, and LinkedIn. It was conducted by the Keller Fay Group for the The Business & Society Program of the highly regarded Aspen Institute.. The study probes important questions about the purpose of corporations – to serve investors, or customers, or society-at-large; and what are the hallmarks of a successful business. The Aspen Institute plans to use the research to spark a dialogue about this important and timely topic and we hope you’ll participate. Click this link to learn more about the “Unpacking Corporate Purpose” study on the Aspen Institute website and follow this link
Stacey Schulman’s new article in the ANA Magazine Spotlight makes the argument for “why marketers should be influencing real conversations.” Research findings are from “The American Conversation Study” by the Keller Fay Group for the TVB. Go to the following link to read this article: http://www.ana-thoughtleadership.net/ana-thoughtleadership/2014_issue_05#pg7
Nielsen & Keller Fay Group recently joined together to present a webinar: How to Use Television to Increase Word of Mouth. Speakers Mike Hess, EVP, Data Fusion and Integration, along with Brad Fay, COO of Keller Fay, showed how word of mouth (WOM) drives sales and makes marketing significantly more effective. It is now possible to plan media to maximize your advertising ‘s word of mouth impact. Insights were drawn from our fusion of NPM (National TV) and Talk Track (Keller Fay’s Word of Mouth measurement system). Key takeaways provides were: the role of TV in generating WOM, Word of Mouth’s influence on purchase decisions and how to incorporate it in media plans, How planning for media “expressions” rather than “Impressions” can impact which programs are more attractive advertising vehicles. For
NIELSEN & KELLER FAY GROUP WEBINAR How to Use Television to Increase Brand Word of Mouth Date: Wednesday, May 14, 2014 Time: 2-2:45pm Eastern/1-1:45pm Central Cost: Complimentary Webinar Speakers: Mike Hess, EVP, Data Fusion and Integration Brad Fay, COO, Co-Founder of the Keller Fay Group REGISTER NOW! Word of mouth (WOM) drives sales and makes marketing significantly more effective. And now you can plan media to maximize your advertising’s word of mouth impact. Join Nielsen and Keller Fay for this live webinar to hear key insights drawn from our fusion of NPM (National TV) and TalkTrack® (Keller Fay’s Word of Mouth measurement system). Key takeaways will cover: The role of TV in generating WOM Word of mouth’s influence on purchase decisions and how to incorporate it in
By Ed Keller The relationship between social media and TV is of considerable interest to media owners, agencies, and brands. Twitter is investing heavily to buy social media monitoring companies, and Facebook too is seeking to bolster its claim on social engagement with TV. There’s no doubt that ‘Social TV’ has become the subject of much speculation. But just how significant is the television viewer’s engagement with social media while they are watching prime time TV? Are certain demographic groups more engaged socially than others when it comes to TV, and are they the ones we generally associated with social media? What about genres – which capture the greatest degree of social engagement? These and other questions are answered by a major new study that was recently released study by
by Ed Keller Keller Fay and other commentators have noted the link between emotion and brand word of mouth (WOM) on a number of occasions. In particular, a major academic study (On Brands and Word of Mouth) notes that emotion is a key trigger of brand buzz: “the motive to share positive or negative feelings about brands in order to express these emotions or balance emotional arousal.” A similar point is made by Wharton professor Jonah Berger in his bestselling book Contagious: Why Things Catch On, noting that emotion is one of the major ingredients that causes things to be talked about or shared: “When we care, we share.” Some emotion-driven buzz is a reaction to a brand experience or event – a great product or service experience, an ad,
By VINDU GOEL April 10, 2014, 7:00 AM on the New York Times Social Blog at: http://bits.blogs.nytimes.com/2014/04/10/twitter-and-facebook-wield-little-influence-on-tv-watching/?_php=true&_type=blogs&_php=true&_type=blogs&src=busln&_r=1& Listen to executives at Twitter and Facebook talk about how we watch television and you might walk away thinking that Americans are chattering nonstop on the social networks while watching their favorite shows. The reality is that most of us don’t tweet or post at all while we’re plopped in front of the tube. When we do, half the time we’re talking about something other than TV. And social media conversation is far weaker than traditional factors, like TV commercials for new shows or our sheer laziness in changing channels, in prompting us to tune into each season’s new offerings. Those are among the crucial findings of a new study released Thursday by the Council for Research
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