The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace

The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace

by Ed Keller, Brad Fay
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The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace by Ed Keller, Brad Fay


Winner of the American Marketing Association’s Berry-AMA prize

In 1848 gold was discovered in California, setting off a frenzy that sent men and women from across the American continent flocking to the West Coast in search of fortune. The Gold Rush brought wealth to some, but most left empty-handed.

Today, marketing consultants Ed Keller and Brad Fay say social media is unleashing a new kind of frenzy. Blinded by the shiny allure of sites like Facebook and Twitter, companies are spending billions, pinning their hopes on social media marketing without appreciating how social influence truly functions in the marketplace. That’s where Keller and Fay come in.

For the past six years, they have undertaken a unique, ongoing study of consumer conversations. The surprising result? Over 90 percent of consumer conversations still take place offline, primarily face to face. The implication is clear: Social media is big and growing, but it is dwarfed by the real world in which people live and interact.

Make no mistake. There is a hugely important social wave rolling across the world of business today. New scientific evidence reveals that we humans are fundamentally social beings for whom social influence determines nearly every decision we make. And the greatest impact comes when those conversations happen face to face, as emotions and nonverbal cues are communicated along with words.

In The Face-to-Face Book, Keller and Fay offer key insights and recommendations for how businesses, both large and small, can best succeed in today’s socially motivated consumer marketplace by looking at how consumers act in real life as well as online. The authors share their extensive research and the stories of companies—large, such as Apple, General Mills, Kimberly–Clark, and Toyota, as well as innovative small businesses—that have hit pay dirt with a balanced and holistic approach to social marketing. They also discuss those that have bet big and lost by overcommitting to online social media alone.

The Face-to-Face Book does not overlook the extraordinary growth and importance of social media, which offers important new tools for businesses of all kinds; however, the authors caution against placing too grand a bet on online social media at the expense of other forms of social marketing.

This book is a celebration of the supremely social nature of all human beings and how that drives the consumer marketplace. It’s a story that will leave you thinking anew, and talking.

Product Details

ISBN-13: 9781451640083
Publisher: Free Press
Publication date: 05/22/2012
Format: NOOK Book
Pages: 304
File size: 5 MB

About the Author

Ed Keller is the CEO of the Keller Fay Group, and  has been called “one of the most recognized names in word of mouth.” The publication of his first book, The Influentials, has been called a “seminal moment in the development of word of mouth.” He is a past President of the Word of Mouth Marketing Association (WOMMA) and of the Market Research Council.   He lives in New York.
Brad Fay is the Chief Operating Officer of the Keller Fay Group. Brad won the Grand Innovation Award of the Advertising Research Foundation for the development of Keller Fay’s TalkTrack®, a continuous measurement system for all consumer conversations about brands and companies, both offline and online. He lives in New Jersey.

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The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace 5 out of 5 based on 0 ratings. 6 reviews.
vernaG More than 1 year ago
Do you have this book in paperback?
RolfDobelli More than 1 year ago
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.
Laura_Atchison More than 1 year ago
Throw away everything you have begun to think about social media. Ed Keller and Brad Fay break down the reality of social media in an insightful, easy to absorb way that proves that social media is the most effective when it results in an old school face-face conversation. If you are now, or are thinking about, using social media to market your business, read this book. You will save yourself time, effort and money by understanding what makes social media effective.
Himmelfarb More than 1 year ago
This is a thorough, up-to-the-minute guide to the power of word-of mouth marketing...and a critical tool for anyone navigating the digital space. Keller and Fay are seasoned pros who base their insights on solid data and experience and present their findings clearly and in a way that you can use to guide your actions and craft your strategies. Don't go online without it (or them)!
SnowMore More than 1 year ago
Keller and Fay offer a fact-based counterbalance to the over-hyped argument that the future of marketing is in internet-based social media. There's enough hard data to support their argument, without making the book dry. On the contrary, the style is engaging, with lots of interesting case studies from the real world.
J_Mark More than 1 year ago
Relationships absolutely matter. This book is such a refreshing perspective amid the frenzy of social media. It is excellent food for thought and should definitely be added to your business library. Full of examples and insights.