Seizing the Social Opportunity

Wednesday, 18 March 2015 by

At the ‘Impact 2015’ conference, the annual conference of the (UK) Market Research Society, Steve Thomson spoke about the importance of the rise of social media, seizing the social opportunity, and what to look out for. Thomson spoke about the importance of robust and holistic measurement in order for brands to maximize their social impact and relevance. He also warned against assessing brand advocacy purely via the Net Promoter Score and encouraged brands to track actual advocacy rather than potential advocacy. “Real life is messy,” he said. “People don’t always live up to their NPS billing.” Similarly, actual impressions were more valuable than potential reach figures, and sentiment – while difficult to measure – was essential to understanding not just what was being said about a brand but also what

On Sunday February 8th at 9 p.m., The Walking Dead comes back to life on AMC. In its fifth season, the final eight episodes will air after what was a tragic mid-season finale. Fans will watch as the band of survivors attempt to grasp at the last frayed strands of hope. With a bright future seeming more and more distant, are those still alive already dead? Keller Fay has been tracking television shows for nine years through TalkTrack®, the only system that measures the totality of word of mouth – both online and offline. Currently, The Walking Dead is the leading word of mouth show with 30.1 million weekly WOM impressions, according to a study completed in 2014. Out of all brands, The Walking Dead ranks 50, just before the

How News Media Drives Conversation

Tuesday, 15 July 2014 by

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 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

“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

Presentation by Facebook and The Keller Fay Group on Total TV Chatter at the Advertising Research Foundation’s RE:THINK 2014, NYC, March 2014   TV viewing and program selection is a highly social phenomenon, both on-line and off-line. Nearly 50 2013 Fall TV shows were assessed by two measures: online social chatter as measured on Facebook, and offline word of mouth about television as measured by Keller Fay’s TalkTrack®. A 0.73 correlation was found between the two methods, with instructive differences based upon demographics, genre, and high-interest episodes. Responses to specific popular programs such as Dancing with the Stars, Glee, The Big Bang Theory, and Scandal were analyzed.

When: September 12, 2013, 8 – 10 am Where: Tower Club (1601 Elm Street Dallas, TX) As part of our ongoing series of executive briefings, Brad Fay, COO of Keller Fay and co-author of The Face-to-Face Book, and Peter Storck, Senior Vice President, Research and Analytics at House Party, Inc. will discuss Why Brand Experiences and Word-of-Mouth Rule the Digital Marketplace. Whether you’re interested in raising your brand awareness, turbocharging sales, and ROI through social influence, or want to network with professionals in your area, you won’t want to miss this eye-opening event. For more information and to register, visit Seating is limited, so register today.

Keller Fay TalkTrack ® to Measure Offline WOM for New TV Season A majority of TV influence/recommendations comes from “word-of-mouth” face-to-face conversations, with digital social media taking a back seat. Speaking at the Television Critics Association, CBS Corp. Chief Research Officer David Poltrack says an initial study from word-of-mouth media researcher Keller Fay Group shows that word-of-mouth delivers the dominant number of impressions about TV shows. Some 80% of 80 million “buzz” impressions come from “face-to-face communications,” it says, with 10% of those impressions coming from private phone conversations and 3% from social media — which includes Twitter, Facebook, Viggle, GetGlue, Tumblr, Foursquare, Pinterest, Instagram, and a dozen other sites. Four percent come from instant messaging, 2% from email and 1% from “other” sources. “Online communication through social media accounts

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In the UK, the spotlight has fallen on 3 major US brands: Amazon, Google and Starbucks. Lots of media flack, with executives being summoned to Parliament in November 2012 (and Google a second time this year). In each case, the subsequent media coverage had an impact on each brand’s word-of-mouth, but in very different ways and magnitudes. Why is Amazon riding out the storm better than Starbucks?

By Ed Keller and Steve Thomson Posted on, Marketers need to be aware of the differences between online and offline word of mouth, write Ed Keller and Steve Thomson of Keller Fay. Ed Keller, CEO, Keller Fay Group Like much of the world, the UK is a brand-conscious society – brands play a big part in people’s lives. But people don’t just consume brands, they talk about brands all the time. Word of mouth (WOM) about brands is as old as branding itself, and people have always shared information about the things that improve their lives – or things to avoid. Keller Fay’s ongoing tracking of UK consumer conversations, TalkTrack® Britain, indicates that adults discuss around 11 brands in a typical day. That’s about half a billion brand impressions created

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July 17, 2012

In a recent interview with Ted Kravitz, on Monocle24’s The Briefing, which focuses on global affairs, business, culture and design, Ed Keller cautioned businesses concerning the allure of online social media at the expense of a more holistic and integrated communications strategy.