(Content originally published on KellerFay.) Everyone is talking about the massive amount of money that will be spent on advertising during this presidential election. But a recent article in the New York Times illustrates that advertising alone will not win the campaign, and that organized, person-to-person ...
The Social Impact of Out-of-Home Viewing of Sports Events
on 6.7.12
Originally posted at Keller Fay 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 ...
Facebook, Face-to-Face, and Other Social Channels
on 5.29.12
The run up to Facebook’s IPO was abuzz with optimism about just how large and successful it would be. The first few days following the IPO have been awash with stories of doom and gloom, a failed IPO, and lawsuits. It’s now time for some perspective – not from an investor’s point of view, but from the point of ...
Social Marketing: Past is Prologue, Part II
on 5.15.12
Originally posted at Keller Fay. As far as we have been able to determine, the phrase “Word-of-Mouth Advertising” was coined by Ernest Dichter who, in 1966, published an article in the Harvard Business Review entitled, “How Word-of-Mouth Advertising Works” Dichter was a psychologist by training. His firm ...
Social Marketing: Past is Prologue
on 5.8.12
Originally posted at Keller Fay. On May 22, my new book, The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace will be published. Coauthored by Brad Fay, it is a book about the hugely important social wave that is rolling across the world of business today. But unlike many books and ...
Conversations vs. Connections
on 4.26.12
Originally posted at Keller Fay blog. MIT Professor Sherry Turkle wrote a powerful opinion piece in this past Sunday’s New York Times Sunday Review in which she draws a sharp distinction between conversations that take place face-to-face, in the real world, and connections that get made online through social networking ...
Social TV Viewing, Word of Mouth, and Ad Effectiveness
on 4.11.12
Originally posted at www.kellerfay.com When people consume media together, either in-home or out-of-home, does it help or hurt advertising effectiveness? The argument that it hurts the advertiser is the “distraction” model, which argues that the presence of other people distracts people from on-screen content, ...
Social Media is Word of Mouth on Steroids, or is It? Part II
on 3.14.12
Originally posted at KellerFay.com I have heard it said on a number of occasions that social media is word of mouth on steroids. The argument goes like this: Whereas face-to-face conversations only reach people one-on-one or one-on-several, social media allows people to reach hundreds and often thousands of people ...
Clout in the Real World
on 3.1.12
Re-syndicated from KellerFay.com Klout declares itself to be “the standard of influence,” and many marketers these days buy into the notion that when it comes to influence the action is mostly – or most importantly – taking place online. Social media influence is often called word of mouth on ...
Why Brands Must Care about Both Offline and Online Word of Mouth
on 1.30.12
Re-syndicated from MediaBizBloggers.com I have written previously about a groundbreaking academic study that highlighted how fundamentally different online conversation is from offline word of mouth. The headline finding from that research, released in late 2010 at a conference convened by the Wharton School and the ...
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