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
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,
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,
Contrary to popular belief, social media isn’t the only way to communicate with the masses. Ed Keller, CEO of the Keller Fay Group LLC, explains why good, old-fashioned face-to-face communication is still king when it comes to marketing. By Lena Valenty Given the sheer number of people on Facebook, LinkedIn, and Twitter (the sites boast 1.2 billion, 230 million, and 259 million users, respectively), it’s easy for marketers to fall into the trap that social media is a silver bullet for mass communication. After all, it generates 25 billion brand impressions each year. But there’s another marketing medium with a far greater reach and a more impressive track record: real-life conversations. According to Ed Keller, co-author of “The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace,” in-person communication
The Next Social Marketing Revolution How to drive brand advocacy and grow your business Join us for an insider’s look into ways to tap the power of consumer conversations and turbocharge your marketing investment. You’ll hear from three leaders in the new social marketing revolution, Ed Keller, CEO of the Keller Fay Group, Carter Nance, Executive Vice President of Crispin Porter + Bogusky, and Gregg Liebman, Senior Vice President with Telemundo. Ed will challenge you to think about whether you are engaging fully with today’s social consumer, or are you limiting yourself. He explains why real relationships still rule, even in today’s digital age, and why all media are social. Ed will share eye opening case studies about word of mouth success stories from his newest book, The Face-to-Face Book,
by Ed Keller The Seattle Seahawk’s vaunted “12th man” and the crowd noise they generate make their home field the loudest of any stadium in the NFL. That sound is beginning to reverberate across the nation, as the Seahawks moved up 11 places in terms of their NFL Word of Mouth ranking among the 32 teams. Nevertheless, the Denver Broncos have had a clear word of mouth lead over the Seahawks, nationwide, over the course of this football season. These are the season-to-date statistics about word of mouth for the NFL, according to the Keller Fay Group, a word of mouth marketing research company that provides ongoing word of mouth tracking including both offline conversations as well as online chatter. Denver jumped into the ranks of top 5 most talked NFL
The American Marketing Association Foundation (AMAF) announced on January 7th that Ed Keller and Brad Fay’s The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace and Daniel Pink’s To Sell is Human: The Surprising Truth About Moving Others as the co-winners of the 2013 Berry-AMA Book Prize for the best marketing book. The selection of the Berry-AMA Book Prize winners and finalists included a five member team of marketing experts led by the AMA VP of Publications Robert Lusch, James and Pamela Muzzy Chair in Entrepreneurship and Executive Director, McGuire Center for Entrepreneurship, Eller College of Management, University of Arizona. The judging panel also included William Cron (Texas Christian University), Michael Krauss (Market Strategy Group), Gordon Wyner (Millward Brown Inc.), and Valarie Zeithaml (University of North Carolina). According
Word of mouth is more effective than traditional marketing, but difficulty proving ROI is a significant obstacle to growth. Those are two of the most significant findings to emerge from the recently released “State of Word of Mouth Marketing Survey,” conducted by the Word of Mouth Marketing Association (WOMMA) and the American Marketing Association (AMA). According to the study, two thirds of marketing professionals feel that word of mouth marketing is more effective than “traditional” marketing. Reflecting this belief, 70% of marketers expect their companies will spend more money on social media in 2014, representing a bigger increase than any of 10 forms of marketing that were studied. Standing in the way of bigger investment in word of mouth and social media marketing, however, are difficulty measuring offline WOM (89%),
Executive Breakfast: Talk is cheap but Word of Mouth is Priceless! When: Tuesday, November 12, 8:30am until 10:30am Where: Turner Broadcasting, 1050 Techwood Drive, Northwest Atlanta, GA 30318 As part of our series of executive briefings, join us to get an insider’s look into the power of authentic experiences and real relationships in today’s Digital Marketplace, as well as brand-new research findings on Social TV. You’ll hear from three thought leaders in the new social-marketing revolution: Ed Keller, CEO of the Keller Fay Group, Peter Storck, industry pioneer and SVP/Research at House Party and Dr. Jack Wakshlag, Chief Research Officer for Turner Broadcasting System, Inc. (TBS, Inc.). Find out more at http://breakfastinatlanta.eventbrite.com/
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