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

by Ed Keller, Brad Fay

The world’s preeminent word-of-mouth marketing experts demonstrate how in-person social networking, not online marketing, is the secret to soaring revenues. Even in today’s digital world, 90 percent of recommendations that lead to consumer action happen offline. In The Face to Face Book, marketing gurus Ed Keller and Brad Fay reveal the secrets to harnessing this power, showing readers how they can spread the word about their products and brands faster than the speed of Facebook and with far greater impact.The number of brand-related social networking conversations is relatively minor when compared to the billions that take place across America via offline channels—face-to-face discussions at home, in the workplace, book clubs, youth sports, parent groups—anywhere people come together and spend time talking. Keller and Fay present this myth-busting assertion and then build their central arguments on their extensive and ongoing proprietary market research. They shine a light on the unrivaled power of in-person social networking, giving readers the tools they need to influence the marketplace and win the battle of brand advocacy that leads to soaring sales. Readers will learn how to make their brand talkworthy, identify “influencers” who get the conversation started, create media plans that will maximize word of mouth, provide talking points to keep the conversation going, and much more. Compelling case studies based on interviews with top marketing executives from Toyota, Dell, General Mills, Procter & Gamble, and others that are unleashing the power of consumer conversation to drive demand help Keller and Fay make the authoritative case that face-to-face communication remains the single most powerful marketing tool companies can use.

Genres: Business, Nonfiction, Communication

304 pages, Kindle Edition

First published May 22, 2012

Reviews

[Brendan Steinhauser · Rating 2 out of 5]

The concept of the book intrigued me, but the authors didn't really make their case very well. I think they are correct about the notion of face to face marketing, but this was just not the best book I've read about the concept. I think The Tipping Point by Malcolm Gladwell makes these points MUCH better.

[Kenny Lee Chia Sern · Rating 4 out of 5]

Ever wonder if you should go all digital?

This book says no and they provide a lot of cases studies on how the consumer journey starts and ends. The author made the case strongly favouring word of mouth and show how it can be integrated into your marketing campaigns whether offline and online.

Lots of data given with charts in certain chapters. While the book title is interesting enough for me to pick up, the repetition of concepts and case studies bores me. It was not an easy read so I say if you're not a serious marketer and not trained in marketing metrics, you can give this book a skip.

Let me share with you my biggest takeaways;

1. Never ever stop your advertising campaign even when the economy is rough as people will come and find you when things get better. Reduce your budget but never stop advertising.

2. Word-of-mouth is the most powerful offline marketing channel and must be used together with online campaigns. The key here is to create advertising and marketing campaigns that people can take from online and talk about it offline where most of the recommendation and sales happen.

3. Good marketing should get people start talking about the products or services that ultimately leads people to buy.

4. Influencers are not people with millions of followers on social media. Most of the times these followers do not convert to sales. Focus on brand advocates, the grass root people that have large influence among their peers and friends. Sometimes they don't even have a social media account but wield big influence in the community.

5. Do not fear negative reviews as most people are positive and prefer to engage with other people about things they like rather than dislike

[Devon Johnson · Rating 4 out of 5]

The Face-to-Face Book answers a lot of questions regarding how people communicate today with technology etc. It tells you how to influence offline conversations with tools we already have. I enjoyed how the book included many case studies so we had evidence to back up what they were saying. I also enjoyed the leadership quotes from Ken Mehlman, and the references to other great leaders.

[Rolando · Rating 5 out of 5]

Wonderful reading for every digital marketer and traditional marketer, too. Even advertisers need to read this book to understand how to build proper buzz and don't waste advertising budget.
Really clever cases and deep reading.

[Bridget Granger · Rating 4 out of 5]

Interesting read given all of the hub-bub about social media. Face to face marketing is still effective. Good case studies!

[Tamara]

I didn't finish it as it was due back and I really wasn't 'into' it. I didn't get past the beginning where they are explaining their credibility. Perhaps I'll pick it up in the future.

[Charmaine · Rating 3 out of 5]

It was like reading a long thesis - and they made their point towards the end of the book.