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 http://www.brandrepublic.com/news/1302639/guardians-commercial-leader-adapting-changing-face-roi/.) 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
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,
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
Thinkbox research quantifies the significant impact of consumer conversations, and how to get people talking
By Steve Thomson Latest research from Thinkbox* underlines the impact of brand word of mouth – and especially offline WOM – on brand health, demonstrating beyond all doubt that WOM is more than a ‘nice-to-have’. Thinkbox asked big data specialists D2D to undertake a thorough analysis on the drivers of WOM (both on and offline, using our TalkTrack® data for the latter); in turn, D2D looked at WOM’s impact on some key brand metrics – web visits and brand reputation. A key finding was to confirm Keller Fay’s assertion that to activate brand buzz requires a focus on offline conversation. Thinkbox noted that “Brandwatch data, which tracks social media comments, validates this [Keller Fay] finding and suggests that the number of online conversations is significantly smaller in comparison to offline”.
By Ed Keller and Steve Thomson Posted on brandrepublic.com, 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
- Published in TalkTrack UK
By Steve Thomson, Managing Director, Keller Fay UK UK consumers are talking more and more with their friends and relatives about the London 2012 Olympics and Paralympic games, but the rise in buzz about the games is very gradual. To date, football remains a much bigger talking point, particularly among men and many traditional sport fans. Buzz is also much weaker outside of London and the South-East. These are the findings of the latest consumer research on word of mouth by the Keller Fay Group. They are based on new, just released information from Keller Fay’s TalkTrack Britain® study, an ongoing research programme which tracks word of mouth in the UK on a continuous basis. It is the only such research that looks at both offline as well as online
By Steve Thomson, Managing Director, Keller Fay UK In his latest blog, UK ad legend Dave Trott bemoans the trend for ads which are “beautifully made, but dull and invisible to anyone outside advertising”. Trott’s frustrated with risk-averse clients settling for easy-to-like campaigns which have little of any substance to say. Crucially, Trott feels that the expensive, vapid ads he refers to have weak viral properties, and fail to realise the potential of increasing advertising ROI by “getting noticed, getting word of mouth, and getting repeated”. But here we’re not talking about assessing viral property in terms of Facebook likes or shares, it’s about what he calls ‘real viral’ (not ‘internet viral’) – getting people to spread your ideas and brand propositions and not just a 30-second piece of entertainment.
By Steve Thomson, Managing Director, Keller Fay- UK The UK’s Marketing magazine this week posted an intriguing article outlining how Unilever was “shifting focus from social media to word of mouth”. In fact, as the piece acknowledges, it’s not that Unilever is turning its back on social media as such, but that the global fmcg power is demanding more from it. Unilever’s Debbie Weinstein is quoted as saying “We are now looking to develop broader social CRM programmes and trigger advocacy through word of mouth.” – with outcomes such as ‘Likes’ being insufficient. Unilever is right to demand more from social media. We’ve noted recent strong evidence that engagement levels in social media are very low for most brands, and that the primary driver of social media conversations is social
The Drum Modern Marketing & Media Posted 26 January 2012 – 3:32pm | by Ishbel Macleod Consumer research on brand word of mouth (WOM) by the Keller Fay Group has found that Baileys Irish Cream had a 311% increase in conversations over the Christmas period, while there was an over 40% increase for Waitrose, John Lewis and Morrisons. The research found that in November and December, average daily brand conversations rose 12% compared with July-October, even in areas not associated with Christmas, such as healthcare. Keller Fay data suggested that while the John Lewis advert may have helped its WOM rating, which had a 43% increase, strong customer service and creative in-store merchandising also played a role. Steve Thomson, managing director of Keller Fay UK, said: “Brands which generated significant
- Published in News & Events
By Steve Thomson, Managing Director, Keller Fay- UK UK department store John Lewis hit an apparent bulls-eye over the Christmas season, achieving the kind of viral success with its seasonal TV ad that all marketing directors crave, with four million hits on YouTube. Most brands today are desperately figuring out how to create content which is also shared widely and quickly. Is this a realistic strategy, or is it the marketing equivalent of hoping for a lottery win or X-Factor success, rather than setting your sights on a more attainable career plan? Looking at the latest stats on what is being shared suggests the ‘lottery win’ analogy is the reality for many brands and categories – something obviously desirable, but you’d best not plan your life or brand strategy assuming
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