Today Nielsen introduced Nielsen Twitter TV Ratings, a product intended to measure the activity and reach of Twitter conversation about shows.  According to an Oct. 6th article in the New York Times, the new product has yet to be embraced by network executives or gain a broad client base among advertisers.  Brands must not overlook the fact that “the overwhelming majority of conversations about TV shows still take place offline,” said Ed Keller, CEO of the Keller Fay Group, who was interviewed by Brian Stelter of the New York Times.  “The conversations that take place in the real world can often be quite different from those that take place on social media,” Mr. Keller stated.  Read more at the New York Times (tiered subscription model) …

Despite all the talk of social media, local TV apparently sparks more conversations than its competitors —and the vast majority of them actually take place in person. Drawn from a sample of 2,011 American adults 18+, weighted to demographically reflect the 2010 U.S. Census, the study was conducted by The Keller Fay Group, a full-service marketing research and consultancy dedicated to Word-of-Mouth marketing. “We may feel like we’re living in an over-digitized world of communication — and we are — but the truth is that most people have their conversations face-to-face,” TVB research chief Stacey Lynn Schulman said Wednesday. Speaking at the TVB Forward conference in New York, Schulman of the not-for-profit trade association said that that a national survey the organization had conducted in April shows that 77% of

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?

The End of Social Media

Wednesday, 13 June 2012 by

Posted on MediaPost by Mike Bloxham In the dot com era, the prevailing mantra from Silicon Valley and the crop of newly emerged businesses on the Web was that “traditional” media owners, bricks-and-mortar businesses and any other entity that represented the pre-Web world was basically consigned to an inevitable demise. Reality, if course, had different ideas. More of the Internet upstarts fell victim to the fate of “not getting it” than did those that pre-dated them. Skip forward a few years to when the dot-com bust was starting to become a memory rather than an impediment to business. We saw the more sensible integration of digital and traditional media within the operations of agencies, media owners and marketers alike. Different departments and different teams (often with different perspectives) eventually started

Posted on June 13 2012 by Joseph Jaffe I recently sat down with Ed Keller, one half of the book Face-to-Face with co-author, Brad Fay (does that make him “Face” or “Face”?) and one half of the firm, Keller-Fay. He’s also the author of “The Influentials,” which I found to be really landmark in terms of understanding influence, particularly from a word-of-mouth point of view. Ed and the book Face-to-Face, focuses on REAL word-of-mouth in the REAL world (IRL). Considering that 90% of all conversations about brands take place “offline”, he may be onto something here… So here’s our conversation about funnel flipping, cavemen recommendations, facebook, facebook and facebook and influence, amongst many other topics… Be sure to forward this to any brand marketers you think would benefit from

Conversations worth talking about

Wednesday, 13 June 2012 by

Posted on 12 June 2012 | By Joe Fernandez It’s human nature that we talk to our peers about the things that intrigue us and bother us. Often this leads to a recommendation – an interesting article in a newspaper or a product that’s impressed you. Yet the power and influence of offline word of mouth (WOM) is often overlooked by marketers in favour of digital “engagement” techniques such as Facebook Pages and Twitter brand profiles. Advances in the US could change this. New tools are coming to market that mix measurements of WOM with media planning tools to provide demonstrable metrics for how marketing influences brand conversations, and how brand conversations in turn influence purchase behaviour. And at the heart of many of these new developments is The

Posted online research.™ 7 June 2012 | By Joe Fernandez US— GfK MRI has become the latest research firm to add word-of-mouth data streams from Keller Fay to its offering, just days after MarketShare announced it was updating its analytics engine with the WOM information. Under the deal, GfK MRI and Keller Fay will fuse together their largest syndicated research databases to create a new product, known as TalkTrack/GfK MRI Data Fusion, which will be available by the end of the month. The product aims to help media agencies and owners plan media strategies based around consumer conversations about brands and companies. GfK claims it will be “the leading currency study for print media” because it will easily link conversations to specific media audiences and product owner groups. The TalkTrack

By Ed Keller June is a very active time for sports television:  the NBA Playoffs are in full throttle along with the Stanley Cup, MLB races are taking shape, the US Open Golf tournament is soon upon us with Tiger Woods once again relevant, and two of Tennis’s major tournaments (The French Open and Wimbledon) will take place this month.  And by the end of next month it will be on to the London 2012 Olympics. Major sports events are particularly popular for out-of-home viewing, whether at bars and restaurants, friends’ homes, in offices, or “on the go” via mobile devices. There are two important questions for advertisers, however:  How big are out-of-home audiences, and are they more or less valuable than at-home audiences?  The argument for being less valuable

Press Release GfK MRI and Keller Fay Group Announce Fusion to Link Offline Word of Mouth to Media Audiences Product Links TalkTrack® to Print Media Currency Study New York, NY, JUNE 6, 2012—GfK MRI and the Keller Fay Group today announced that they have successfully fused together their large syndicated research databases. The resulting new product will enable media agencies and owners to plan media strategies for the purposes of maximizing consumer word of mouth about brands and companies.  The new fusion product, known as TalkTrack/GfK MRI Data Fusion™, brings together the most comprehensive word of mouth database and the leading currency study for print media. “Many of our clients tell us they are interested in how social influence and media work together, and this new product with Keller Fay

PR Newswire PHILADELPHIA, May 31, 2012 /PRNewswire/ — MarketShare, the leading cross-media analytics company that enables global marketers to optimize their marketing investments, today announced some new insights in measuring the return on investment (ROI) impact of social influence and media.  MarketShare, through its partnership with Keller Fay, the first full-service marketing research and consulting company dedicated exclusively to word of mouth (WOM) marketing, has added offline WOM data streams into MarketShare’s analytics engine, gaining more detailed attribution insights into the impact of offline and online social networks within the marketing mix. The actual value of social media has never been more important to understand as well as quantify and consumer WOM is a key component of social influence. Using Keller Fay’s TalkTrack data, MarketShare has tested the impact of WOM