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
WHAT: An Amazing Brand Marketing Presentation & Breakfast for Executives WHEN: APRIL 23, 8 AM – 10:30 AM WHERE: The Weber Grill (RSVP Below for Directions) RSVP: Email ERICA SHOTLAND of The Keller Fay Group (firstname.lastname@example.org) Join us for the most important meal of the day to get an insider’s look into the power of authentic experiences and real relationships. Industry pioneers You’ll hear from two thought leaders in the new social marketing revolution, Brad Fay, COO of The Keller Fay Group, and Peter Storck, SVP/Research of House Party. Dissecting influential conversations They’ll discuss how and why more than 90% of influential conversations are still taking place offline, even in this hyper-digital age. They will also explain how the deeper engagement of an in-person experience leads to more persuasive advocacy, wider reach and bigger
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
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
- Published in Blog
For the second week in a row, Ad Age is taking a broad view of the “social buzz” surrounding the fall TV season’s new shows. You’re used to seeing data about conversations happening in social media, but what about offline conversations? Enter the Keller Fay Group, a market-research firm that specializes in tracking “real world” word-of-mouth conversations. Ad Age worked with Keller Fay to generate the following chart of the top ten most talked about new tv shows. Real world popularity trends are unfolding as the season gets underway: Read the Keller Fay analysis on AdAge ..
Fall is here, and with it everyone is talking football. Well, not everyone, perhaps. But befitting the nation’s most popular sport, it generates a huge amount of conversation. According to my firm’s research, there are 15 billion annual WOM impressions about football. In fact, over the course of the year, fully a third of all conversations about sports are about NFL teams. Which teams get the most chatter? That depends heavily on whether you measure via social media, or whether you also include the 90% of conversations that take place offline. With the NFL – as with so many areas of American life that we look at – it turns out the two conversations are quite different. As noted in my recent blog post, an ambitious academic research study that
Keller Fay is conducting a new syndicated research study to measure word of mouth about the new TV shows that are premiering this month. The study is uniquely comprehensive in that it covers all forms of word of mouth, including the 90% of conversations about TV shows that take place offline. CBS is the first client to subscribe to this new syndicated study.
- Published in News & Events
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