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Marketers Beware: Reviews Work Wonders, but Should Not Be Faked

(This content was originally posted at Keller Fay.) Online Reviews 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...

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Super Conversations Matter More than Super PACs in Presidential Election

(This content was originally posted on KellerFay.com.) Governor Romney and President Obama “Big outside political groups with an unprecedented river of money had appeared poised to be pivotal players...

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Shining a Light on Dark and Super Dark Social

Social Web (This content was originally posted on Keller Fay.) “Dark Social: We Have the Whole History of the Web Wrong.” That’s the provocative headline of Alexis Madrigal’s fascinating story in The...

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Super Bowl Advertisers’ Buzz Comes via the Water Cooler, Not Twitter

The teams for the Super Bowl are now set. Callers to sports radio shows and pundits on cable TV will debate who has the better chance to win and why. At the same time, marketing pundits are gearing up...

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The Liberal Bias of the Twitter Audience

A recently released Pew study declared, “The reaction on Twitter to major political events and policy decisions often differs a great deal from public opinion as measured by surveys.”  Sometimes...

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Ideas Trump Technology: A Message Worth Sharing

In a keynote address at the American Association of Advertising Agencies (4As) annual Transformation Conference, Procter & Gamble’s Global Marketing Officer Marc Pritchard exhorted marketers to...

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The Platinum Age of TV and the Buzz — All the Buzz — That is Driving It

Wired magazine declared that we are witnessing “The Platinum Age of TV” in its April cover story. This boom time for quality TV, it says, is powered by a “hyper-social, data-driven” approach to new...

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Great Experiences Are the Foundation of Powerful Social Marketing

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,”...

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What Drives Online vs. Offline Word of Mouth: Major Differences Revealed in...

Online and offline word of mouth follow very different patterns. It has been well documented by now that word of mouth and social media are significant forces in the consumer marketplace. Word of mouth...

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Talking Football: Ranking the NFL Teams, WOM vs. Social Media

Fall is here, and with it everyone is talking football. Well, not everyone, perhaps. But befitting the nation’s most popular sport, it generates a huge amount of conversation. According to my firm’s...

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Word of Mouth’s Measurement Imperative

Online and offline word of mouth follow very different patterns. Word of mouth is more effective than traditional marketing, but difficulty proving ROI is a significant obstacle to growth. Those are...

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Social TV: “The Real Action is Not Online — It is Still Face-to-Face”

Each December, CBS’s Chief Research Officer Dave Poltrack addresses the UBS Annual Global Media and Communications Conference. This year’s talk, “The Outlook for the Broadcast Networks,” covered a...

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Busting the Myth that Negative WOM is More Powerful than Positive Talk

Everyone, it seems, has heard that people are far more likely to share their bad brand experiences than positive ones. Probe further about whether they have actually seen evidence of that, and the...

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Samsung’s Chase to Displace Apple America’s Most Talked About Brand

Remember that picture above? Samsung was the sponsor behind Ellen DeGeneres’s headline-grabbing, record-breaking, Twitter-busting “selfie” at the Oscars. For Samsung, it was part of a much larger,...

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Feel Nothing, Say Nothing: How Emotion and Word of Mouth Are Linked

(Photo via KellerFay and BrainJuicer) 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...

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Social TV: Juggernaut or Overhyped?

The relationship between social media and TV is of considerable interest to media owners, agencies and brands. Twitter is investing heavily to buy social media monitoring companies, and Facebook is...

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