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The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace Hardcover – May 22, 2012
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"Marketing experts Keller and Fay, of the Keller Fay Group, argue that the move toward electronic social networking does not—and cannot—replace good old word-of-mouth. Using numerous examples and case histories of successes and failures, Keller (coauthor of The Influentials) and Fay focus on the 'social' in social media, and suggest that producing conversations, interactions, and social influence should be the objective of marketing. The authors offer ideas that marketing professionals ought not to ignore."
"The Face-to-Face Book is another don’t-miss-it read. . . . [T]he detailed examples will hammer home the duo’s main point, over and over: All media is social media. Insights about what makes brands talk-worthy, the role of positive and negative word-of-mouth, rethinking your brand’s influential, and the best routes to earned and owned media are straightforward and helpful."
"Finally, a book that shows the full picture of the impact of the word of mouth and marketing done right—both offline and online. Keller and Fay's critical finding is that 90 percent of conversations still happen offline, and that those conversations are more positive and more credible than conversations that happen in social media. One of the most important messages, to me, is that we need to think about social consumers and what motivates them. This means finding out the stories that people tell (online and offline) and where our brands fit; target the right conversations and build relationship with advocates. Social marketing is about people, not technology."
"Everyone who's on the social-media-is-the-future bandwagon should get off for a minute and read this book."
—Chuck Porter, Chairman, Crispin Porter + Bogusky
"Ed Keller and Brad Fay have tapped into the secret of becoming a must-have brand: It's the word you spread in the real, rather than virtual, world that matters."
—Jean Chatzky, financial editor of NBC's Today show and bestselling author of Make Money, Not Excuses
"See why despite the hype, social media is not always so shiny and definitely not so new. The Face-to-Face Book is the real word-of-mouth book."
—Jon Bond, CEO of Big Fuel and cofounder of Kirshenbaum Bond + Partners
"Word-of-mouth is a topic all businesses should understand, and no one has better data on consumers' face-to-face conversations than Ed Keller and Brad Fay. Before you jump on the social media bandwagon, be sure to read this book."
—Jonah Berger, Marketing Professor, The Wharton School
"This book is approachable and immediately applicable for the marketer who wants to understand the new consumer landscape. Keller and Fay shine a well-documented light on a new marketing model that reimagines social media and word-of-mouth at the center of a marketing mix. The book is filled with examples that inspire and demonstrate the link to business results."
—Mark Addicks, SVP / Chief Marketing Officer, General Mills
"In a world being reshaped by technology, customers crave a sense of humanity—companies that exude a sense of values, brands that engage emotionally. In this important and timely book, Ed Keller and Brad Fay remind marketers, executives, and innovators of all kinds that the best way to get people talking about what you offer is to offer them something worth talking about. Yes, the Internet is changing everything. But if you want to make your organization more memorable, make it more human."
—William C. Taylor, cofounder of Fast Company, author of Practically Radical
“A timely reminder from two of the most influential minds in business that creating real relationships requires more than counting likes and shares. For brands that want to avoid chasing the latest social media trend and harness the power of a face-to-face relationship—this book will give you the inspiration and tools to do it!”
—Rohit Bhargava, SVP of Social@Ogilvy and author of Likeonomics
“The Face-to-Face Book presents cutting edge thinking in a great book. With the explosion of digital marketing and the increasing hype of social media we tend to forget that a table and several chairs is still a favorite way for word of mouth to spread. If you want to understand the true impact of your marketing, pick up this book—you are in for a great ride!”
—Ekaterina Walter, social media strategist at Intel
“Ed Keller and Brad Fay are at the very front edge of the industry conversation about how to get consumers talking, and they are creating new wisdom on the subject every day. The Face-to-Face Book is a must read for anyone looking for inspiration to drive buzz in new ways, as we have been doing at NBCUniversal.”
—Tony Cardinale, EVP Brand Planning & Strategic Insights at NBCUniversal
“The Face-to-Face Book is incredibly useful for anyone in marketing. Keller and Fay’s research covers the broadest spectrum of brand-relevant conversations which then lays the groundwork for communication strategies that are ‘social by design’ instead of simply social as a channel. At SMG we have found that more meaningful conversations about brands will lead to the more meaningful human experiences that truly drive long-term marketplace success.”
—Kate Sirkin, EVP, Global Research, Starcom MediaVest Group
“Charles Handy once said, ‘measuring more is easy, measuring better is hard’—that's what this book is about. Keller and Fay have cracked the code on providing a complete assessment of the origins and impact of word of mouth, its multiplier effect and the ultimate in earned media.”
—Artie Bulgrin, SVP Research & Analytics, ESPN, Inc.
About the Author
Brad Fay is COO of the Keller Fay Group and a co-chair of the Word of Mouth Marketing Association’s Influencer Marketing Council. He lives in New Jersey.
Top Customer Reviews
It keeps your marketing waste down by showing you exactly where your marketing dollars will bring the most return.
It gives you very clear examples, and through them the methodology, by which you can understand how to implement word of mouth marketing or understand which WOMM agencies will most likely give you the best return.
For those of you with bosses and the desire to try or expand on existing WOMM, it gives you plenty of ammunition for your presentation.
In short, it's a book that solves problems and helps you exceed your numbers.
For the last twelve years, word of mouth marketing has been my exclusive focus. I've read every book on the subject and all of those that might even be tangentially important to my firm's work and the success of our clients. There are three books that I require every new employee to read and send out to every new client. Ed and Brad's new book will now be the fourth. If you are even slightly interested in knowing more about WOMM or desire to be the rock star of your company then you should get this book ASAP.
Humans are so social we need Word Of Mouth to really get us to act.
Wonderful real world examples that prove their points quite convincingly. Plus, these points had applications that could be used by large and small companies. This book helped me see that while Social Media is important, it is only a small piece of the puzzle
The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace
>>>..."THE FACE-TO-FACE BOOK" opens with Praise, Dedication, Table / Contents, Introduction - "The Social Media Gold Rush" to prepare US for Chapter 01 of 09.
>>>...Chapter 01 - The Science of Social.
>>>...Chapter 02 - Conversation Starters : What Makes a Brand Talkworthy?
>>>...Chapter 03 - Influencers : The People at the Center of the Conversation.
>>>...Chapter 04 - Word of Mouth Meets Madison Avenue.
>>>...Chapter 05 - Rethinking Media : Planning for Word of Mouth.
>>>...Chapter 06 - All Things in Moderation : Where Social Media Fits.
>>>...Read more ›
Moreover, the authors outline an approach to marketing and innovation that begins with a commercial idea that spreads across many media. The essential element is that the idea is talkworthy and we understand consumer motivations to learn about products and share this knowledge.
I've been interested in social media and word of mouth behavior for more than a decade. I bought this book when I had a chance to meet the authors, and it was well worth reading. The book has convincing data that show where to find the value behind the social media hype, as well as examples of how to harness the power of all social media, not just the tip of the iceberg.
Most Recent Customer Reviews
Liked the philosophy behind this book. Human contact can get lost in the digital age. This book gives me hope for the future of business.Published on May 19, 2014 by Pat
Love this book. I was energized right away. This book takes apart social media and explains what REALLY works, and will always work with reaching your customers.Published on January 25, 2014 by N. Larsen
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,... Read morePublished on December 20, 2012 by Rolf Dobelli
Terrific book with lots of really great specific insights on real face to face conversations. We have been pushing content and advertising on folks for years we forget that 90% of... Read morePublished on October 17, 2012 by Beckasg
It is a good book if you are working in the marketing field. It addresses the five objectives (i.e. increase awareness, cemet brand loyalty, influence desire, facilate purhcase,... Read morePublished on October 17, 2012 by sszzwc
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... Read morePublished on August 19, 2012 by Laura Steward