Keller Fay Group is proud to announce some big news. Ed Keller has been named as one of the first inductees into the Word of Mouth Marketing Hall of Fame! Keller, will be inducted on November 18 at The Word of Mouth Marketing Association (WOMMA) Summit being held in Hollywood, California. Joining Ed in the WOMM Hall of Fame are Pete Blackshaw and Dave Balter. These three marketing industry inductees are leading the way for the success and advancement of word of mouth (WOM) marketing. Winning nominees were evaluated based on their WOM leadership, forward-thinking, authorship, and contributions in building credibility for the WOMM industry. Ed Keller, Co-Founder and CEO of Keller Fay Group Ed Keller, an industry leader, award-winning researcher, ground-breaking author, and recognized name in WOM has paved

As Keller Fay COO Brad Fay assumed the role of Chairman of Word of Mouth Marketing Association (WOMMA) for 2014, he wrote this piece about WOMMA’s Tenth Anniversary for WOMMA’s All Things WOMM blog and we are reprinting it: Ten years ago, in 2004, Facebook was still a Harvard student experiment known as “thefacebook.” The founding of Twitter was still two years away. But three innovative entrepreneurs knew that consumer marketing was about to experience a gigantic change. They foresaw the rapid rise of peer-to-peer consumer influence, online sharing and a two-way communications dialog between brands and their customers. Those prescient men were David Balter, CEO and founder of BzzAgent; Pete Blacksaw, then CMO of Intelliseek; and Jonathan Carson, then CEO of Buzzmetrics which later acquired Intelliseek and was acquired

Word of Mouth’s Measurement Imperative

Thursday, 05 December 2013 by

Word of mouth is more effective than traditional marketing, but difficulty proving ROI is a significant obstacle to growth. Those are two of the most significant findings to emerge from the recently released “State of Word of Mouth Marketing Survey,” conducted by the Word of Mouth Marketing Association (WOMMA) and the American Marketing Association (AMA). According to the study, two thirds of marketing professionals feel that word of mouth marketing is more effective than “traditional” marketing.  Reflecting this belief, 70% of marketers expect their companies will spend more money on social media in 2014, representing a bigger increase than any of 10 forms of marketing that were studied. Standing in the way of bigger investment in word of mouth and social media marketing, however, are difficulty measuring offline WOM (89%),

By Ed Keller Every marketer is looking for the secret sauce that will help them create buzz. “The pressure to create ‘viral’ advertising, the urge to get more views online, that leads people to push the envelope,” said the President and chief creative officer at Grey New York in a recent New York Times article. Only a few fortunate brands, however, will realize their dreams searching for viral hits. Among the top 500 brands on YouTube, for example, the average video is seen by a modest 84,000 people. Edgy advertising & clever stunts add to hoping that millions of followers on social media all start sharing what you have to say. These are great when they work, but by and large they are low percentage strategies. If you want to

By Ed Keller A recent article in the New York Times caught my eye. Entitled “The Best Book Reviews Money Can Buy,” the article says there is a growing practice of authors who commission reviews for their books, rather than letting them spring up organically on online sites such as or It’s not just authors who crave positive reviews. The products and services from businesses of all sizes and sectors are now being reviewed online, whether on Amazon, or travel sites such as Trip Advisor or Expedia, or restaurant sites such as Open Table, or sites relating to local service providers, like Angie’s List and Yelp, or the many retail and manufacturers that offer online ratings on their websites. The growth of ratings and reviews makes perfect sense.

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 11/15/2011. This article is by Chris Laird, who has marketed some of Procter & Gamble’s most well-known brands including Tide, Olay and Gillette. He is currently the CEO of Tremor, the WOM marketing division of P&G, offering online and offline WOM marketing services for brands inside and outside P&G using its Vocalpoint network of more than 600,000 women. When I recall my stint as a brand manager for Procter & Gamble’s Bounty brand six long years ago, I wax nostalgic at how relatively one-dimensional and easy-to-measure our plans were: TV, print and coupons, with some CRM and digital thrown in as below-the-line afterthoughts. Now with the consumer’s attention infinitely fragmented and technology enabling participation and real-time connections, the work of marketers requires much more agility, integrative thinking and, frankly,

By Ed Keller Two research studies about the importance of word of mouth in China came to my attention recently. One was by Initiative and the other by TNS. These come on top of a 2010 article in the Harvard Business Review on “The Power of Word of Mouth in China” by two McKinsey consultants who say, “Physical or virtual, word-of-mouth is an essential brand-building tool for companies in China.” To gain a better understanding about word of mouth and social media in China, I had a discussion with Asit Gupta. After 17 years with multinational companies like Procter & Gamble, British American Tobacco, and DDB Advertising – in India, Russia, UK and Greater China — Gupta recently started Advocacy, a word of mouth marketing company in China,. Advocacy is

One of our specialties at Keller Fay is influencer marketing. In fact, Brad Fay was a panelist just last week on two separate events in Chicago where he talked about influencers: The School of WOM conference from the Word of Mouth Marketing Association (#womma), and the Digital Day sponsored by the Wall Street Journal (#wsjdd). We are pleased to announce our most current research, undertaken on behalf of Marina Maher Communications, a leading PR firm specializing in women and working on behalf of brand marketers such as P&G and Kimberly-Clark. The study, released last week by MMC, entitled “Influence-Hers”, finds that this group of consumers not only has large social networks and spreads the word to others, but that they themselves are surprisingly open to being influenced. But not just by anyone:

The Question Word of mouth marketing is a global phenomenon now.  Which raises an important question:  How similar, or different, are people’s WOM behavior across markets?  How does word of mouth in the UK compare to other markets such as the US? Key Findings The UK leads in terms of WOM volume, with 70 brand-related conversations per week versus 68 in Australia and 65 in the US. The UK has the largest percentage of people who talk daily about 9 of 15 consumer categories studied including media/entertainment, beverages, technology, travel, financial services, home products, household products, and personal care/beauty. Despite the growth in global brands, Coke and Apple are the only two brands that are among the top 10 most talked about in the UK, US, and Australia. The UK