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

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 Steve Thomson Managing Director, Keller Fay UK August 6, 2012 Today’s Mashable article about Olympics buzz highlights the shortcomings of social media measurement as an indication of buzz about…well, just about anything. Quoting Radian6 data, the analysis suggests that buzz in social media the US around the Olympics is around 5 times higher than here in the UK, roughly in line with each country’s populations.   If this was a reflection of true levels of conversation about London 2012, it would be astounding:  “buzz levels in the US match those in the host country, despite time differences of up to 8 hours!”.  This despite saturation coverage in all media and huge turnouts for all events. The reality is, of course, different.  The 3 million social media posts in the UK

The WOMMA Word Posted March 28, 2012 By Pat McCarthy An interview with Brad Fay and Ed Keller, Co-founders of the Keller Fay Group, COO and CEO respectively; and co-authors of the forthcoming book, The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace. Brad and Ed will Keynote at WOMM-U, May 7-9, about the research findings from their book that prove how all media are social. How does the “social media is word of mouth on steroids” argument miss the mark? In several ways.  First, there’s nothing more impactful than a face-to-face word of mouth conversation. When we compare the credibility of advice about brands, we find that face-to-face gets the highest scores, followed by phone and then online.  Face-to-face interaction has the benefit of emotion and facial

– Over 90% of Brand Conversations Take Place Offline; Mostly Face to Face – – Tesco, Sky and Apple are Most Talked About Brands in UK – 8 November, 2011. London. The average UK adult talks about brands 78 times per week, which translates into 3.4 billion brand impressions each week that come via word of mouth. And, 94% of those brand conversations take place offline, primarily face to face, while only 6% are online. These are among the major findings from an ongoing study of word of mouth by the Keller Fay Group, revealed today at its WOM Everywhere conference in London. The conference featured new, just released information from Keller Fay’s TalkTrack Britain study, an ongoing research programme that tracks word of mouth in the UK on a

research-live.com 26 October 2011 | By Steve Thomson What was the last brand you really liked? I mean liked as in clicking the Facebook ‘Like’ button on the brand’s fan page, which immediately shares that information with your friends. Perhaps they liked it too. Depending how many friends you have on Facebook, and how many friends your friends have, those two actions have the potential to reach hundreds of people. Little wonder brand owners have taken to referring to social media as ‘word-of-mouth on steroids’. Even without the social media boost, the power of WOM and its importance to brand owners have been demonstrated over and over again. Most recently the Gunn Report from the IPA noted that “buzz is strongly linked to [advertising] effectiveness”, and it’s free – so

IPA Endorses First UK WOM Study

Tuesday, 23 August 2011 by

The Keller Fay Group has announced the launch of its TalkTrack® word of mouth measurement programme on an ongoing basis in the U.K. Initial clients include Carat, Omnicom Media Group (OMD, PHD, Brand Science) and ESPN. The Group also helped incorporate WOM questions into the IPA’s TouchPoints tool. Says Lynne Robinson, Research Director, IPA, “Keller Fay worked with the IPA on the introduction of WOM questions into TouchPoints3. These questions have generated an unprecedented amount of interest which will be further fuelled by the launch of the full TalkTrack survey which provides much more granular time-based data on specific brands.” Keller Fay Press Release: Keller Fay Group Launches First Continuous Study of Offline and Online Word of Mouth in UK – Research shows over 90% of UK WOM is offline;

Most WOM Still Offline in UK

Tuesday, 23 August 2011 by

Warc.com 23 August, 2011 The vast majority of word of mouth regarding companies and brands is still spread in the UK by offline means, new figures show. Keller Fay, the specialist consultancy, estimated that over 90% of such conversations were attributable to traditional media, while digital channels contributed less than 10% of the total. More specifically, it reported that 81% of interactions in which products or services were mentioned by name were in face-to-face conversations. In contrast, only 10% of discussions occurred on the phone and just 9% were generated by the web, including via email and social networks. Overall, the typical British consumer spoke about approximately 10 brands every day, according to Keller Fay. Encouragingly for marketers, two-thirds of conversations concerning these goods and services could be described as

Research-live.com 22 August, 2011 Keller Fay Group has launched its TalkTrack® word-of-mouth research programme in the UK on a continuous basis, with Carat, Omnicom Media Group and ESPN signed up as clients. The TalkTrack® study was launched in the US in 2006, and, like its UK equivalent, carries out interviews with consumers about their online and offline brand-related conversations. Keller Fay says the programme will analyse more than 250,000 conversations across all major consumer categories each year. The study has also been endorsed by the Institute of Practitioners in Advertising (IPA) and Keller Fay worked with the organisation to incorporate WOM questions into the latest wave of its Touchpoints media usage survey. Keller Fay’s UK MD Steve Thomson said: “The importance of word of mouth and its ability to drive

MediaTel: Newsline 22 August, 2011 Keller Fay plans to launch its TalkTrack® word of mouth measurement programme on an ongoing basis in the UK. Initial clients include Carat, Omnicom Media Group (OMD and PHD), and ESPN. Early results from the 2011 UK study show: The average British consumer discussed around 10 brands per day 81% of word mouth takes place face-to-face, 10% is via phone, 9% is online (including email, texting, and social networking sites) Around two-thirds of conversations about brands are “mostly positive”, with more than one-third of WOM with an active recommendation to buy or try a brand/product Food/dining and media/entertainment are the top two categories discussed by consumers Mark Greenstreet, joint MD of Aegis Media’s AEvolve Unit, said: “Carat are excited to be a launch supporter of

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