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 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 Natalie Zmuda. Published on July 10, 2014 in AdAge at http://bit.ly/1w5iGM2 It’s not just that people aren’t drinking soda — they’re not talking about it either. According to a new report out from the Keller Fay Group, word of mouth impressions for Coke, Pepsi, Dr Pepper and a slew of other soft drinks have been steadily declining since 2011. Last year, Coke ceded its most-talked-about-brand status to Apple. Since 2011, face-to-face conversations are down 6% at Coke and 9% at Pepsi. One bright spot in the soda category is Coca-Cola’s Fanta brand, which saw word-of-mouth impressions increase 11%. And during the same time, social-media conversations are up 39% for Coke and 31% for Pepsi. But social-media conversation is rising off of a small base and is still a small part of the equation. In 2013,

“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

The Reality of Virtual-ity

Thursday, 22 May 2014 by

Stacey Schulman’s new article in the ANA Magazine Spotlight makes the argument for “why marketers should be influencing real conversations.”  Research findings are from “The American Conversation Study” by the Keller Fay Group for the TVB. Go to the following link to read this article: http://www.ana-thoughtleadership.net/ana-thoughtleadership/2014_issue_05#pg7  

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.

New study finds that broadcast content is the dominant television resource for local political information.  More than half of all respondents (61%) source their local political conversations from something they saw or heard on local news programming alone. Furthermore, broadcast television websites accounted for 4 of the top 5 online influencers, outpacing social media sources by a ratio of 3:1. In fact, if you’re relying on social media to monitor “the local political conversation”, you’re only capturing about 4% of the electorate’s sentiment. To determine the currency value of local news, TVB (the not-for-profit trade association of America’s commercial broadcast television industry) worked with The Keller Fay Group, a full service marketing research and consulting company dedicated exclusively to word-of-mouth marketing. Television has always been a mass medium, allowing candidates to

by Ed Keller The Seattle Seahawk’s vaunted “12th man” and the crowd noise they generate make their home field the loudest of any stadium in the NFL.  That sound is beginning to reverberate across the nation, as the Seahawks moved up 11 places in terms of their NFL Word of Mouth ranking among the 32 teams. Nevertheless, the Denver Broncos have had a clear word of mouth lead over the Seahawks, nationwide, over the course of this football season. These are the season-to-date statistics about word of mouth for the NFL, according to the Keller Fay Group, a word of mouth marketing research company that provides ongoing word of mouth tracking including both offline conversations as well as online chatter. Denver jumped into the ranks of top 5 most talked NFL

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