Offline word-of-mouth impression drives at least 5 times – and up to as much as 100 times – more sales – than a paid advertising impression. Thus, it pays for brands to create advertising campaigns that get people talking. This isn’t as easy as it seems. If it were, both brands and agencies would be consistently successful. But brands and agencies that build “creating buzz” directly into creative process itself find they can more reliably drive conversation with their campaigns. One agency that does this exceedingly well is CP+B Group, whose co-founder and Chairman, Chuck Porter, spoke at the PR Summit hosted by the Holmes Report last fall. The war is over. #PR won. Inspiring thoughts from Chuck Porter about the power of what we do. #PRSummit pic.twitter.com/joLywjpA3A — Elise
Why does “social marketing” work amazingly well? Because humans are “hardwired to be social.” PBS recently aired a special featuring biologist E.O. Wilson: “Of Ants and Men,” which can be viewed in its entirety on the PBS website. The documentary presents the evolutionary science of how and why humans are social creatures. It also provides compelling evidence of why marketing professionals should focus on word-of-mouth and social marketing. While face-to-face conversation may be as old as time, our understanding of the importance of social interaction is new and still emerging. Scientists like Wilson – as well as anthropologists, evolutionary biologists, social psychologists, neuroscientists, epidemiologists, network theorists, and more— are uncovering powerful new evidence of just how connected we are to each other and the degree to which our decisions, large
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
by Ed Keller Each December, CBS’s Chief Research Officer Dave Poltrack addresses the UBS Annual Global Media and Communications Conference. This year’s talk, “The Outlook for the Broadcast Networks,” covered a wide range of topics, including social TV: “Nothing was hotter this year than social media with Twitter front and center with its IPO,” according to Poltrack. “Television programs and televised events have always been a major source of conversation. With the emergence of the online social media we are seeing how much these subjects dominate people’s non-personal interaction.” Then, in what might have been a surprise to the investors in the audience, Poltrack made this strong statement: “However, the real action is not online, it is still face-to-face.” And the correlation statistics he shared bear this out. To begin,
By Ed Keller For a number of years now, we have had strong evidence that word of mouth is highly valued by consumers and that it is ubiquitous. McKinsey has gone so far as to call word of mouth “the most disruptive force in marketing.” CMO surveys by firms like IBM suggest that the overwhelming majority plan to increase their investment in social media, but ROI metrics have been hard to come by and CMOs say increasingly those will be the metrics by which they will measure success of their marketing efforts. According to IBM, “even among the most successful enterprises, half of all CMOs feel insufficiently prepared to provide hard numbers [for return on marketing investment].” A new white paper by marketing analytics expert MarketShare and the Keller Fay
First posted on nhpr.org August 28, 2012 By VIRGINIA PRESCOTT Whether heralded as awesome, a distraction, or temporary attention-grabber, social media may not be the be-all, end-all of communication today. People still share their opinions and desires to each other via our favorite method…word of mouth. That’s according to the Keller Fay Group, a research and consulting company founded by Ed Keller and Brad Fay. Ed and Brad are authors of The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace. Keller Fay is also partnering with The National Journal to track Americans’ online and face-to-face conversations about the 2012 Presidential race. Brad joined us in the studio while on vacation in New Hampshire. Listen here
- Published in News & Events
Posted on www.france24.com By Markus Karlsson August 23,2012 Companies around the globe are trying to big up their brands on sites like Facebook and Twitter. The research firm E-marketer says the social media advertising will be worth $10 billion next year. But Ed Keller, Chief Executive of the consulting firm Keller Fay Group, says advertisers should not put all of their eggs into one social media basket. He’s also co-author of “The Face-to-Face Book”, in which he argues that social media is not the king of the advertising hill.
- Published in News & Events
By Ed Keller July 31, 2012 There were two stories in the press about Facebook last Thursday that caught my eye. The first was the story of Facebook’s first earnings report since going public. Investor expectations were not met and the stock tumbled. The same day, a new research study was released and reported with this headline: “Customers Still Prefer Company Websites to Facebook Pages.” While the earnings story was widely discussed and has clear relevance to the investment community, the second story has important implications for the marketing community. It helps to explain some of the challenges that Facebook faces when it comes to brand marketers, and is a timely and helpful reminder to that in a rush to engage socially with consumers, it is a mistake to focus
By Ed Keller July 13, 2012 One of the key themes of this blog and my recent book is that the opportunities for business to engage in social marketing extend far beyond online social media such as Facebook or Twitter. Media and marketing of all types drive word of mouth conversation – for example, what people see on television is as likely to drive conversation as what they see on the internet. Further, a very large amount of word of mouth is driven by advertising. It is for this reason that I have argued previously that “all media are social.” But to fully capitalize on the fact that people frequently talk about the advertising they see and hear requires more than just serendipity. Media should be planned with word of
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