Summary of The Face-To-Face Book

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Rating

8 Overall

9 Applicability

7 Innovation

8 Style

Recommendation

Facebook and other social media outlets have become ubiquitous tools for marketing. However, Ed Keller and Brad Fay, co-founders of the Keller Fay Group, a market research firm, challenge the effectiveness of these social modalities, arguing that face-to-face contact, word of mouth and other offline tools are more effective social marketing approaches for driving sales success. Citing their extensive research, the authors show that most brand conversations happen offline and that when firms shift their marketing focus to Facebook, sales generally fall. Keller and Fay seem to discount social media’s positive attributes for most of the book, but they find a balance by the end, acknowledging that promoters should use offline social marketing in conjunction with today’s powerful online tools. getAbstract recommends their study to marketing executives, social media experts and communications personnel. You don’t need to close your firm’s Facebook page – but you may want to rethink how you handle social marketing.

In this summary, you will learn

  • Why social media cannot replace offline marketing,
  • How to use word-of-mouth (WOM) marketing,
  • How to create a partnership between social media and WOM advertising, and
  • Why every unit in your firm should be part of your social marketing.
 

About the Authors

Consumer data measurement experts Ed Keller and Brad Fay are the CEO and COO, respectively, of the Keller Fay Group, a market research firm.

 

Summary

“The Science of Social”
In today’s online marketing world, where Facebook is king, you might think social media are the best and perhaps the only way for brand marketing to succeed. In reality, research shows “90% of word-of-mouth conversations are offline, while 8% are online.” Humans...

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Comment on this summary

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    Victor Ionescu 5 years ago
    Good book that comes with interesting statistics.
    Word Of Mouth (WOM) look to be by far one of the process that can grow (or ruin) your business.
    Enjoy to read it!

More on this topic

Contained in Knowledge Pack:

  • Knowledge Pack
    Building Buzz
    How to put word-of-mouth to work for your product or service.

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