HARNESSING THE POWER OF CONVERSATIONLatest European Research >>
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Banks are most frequently discussed, although not always favourably Who are they talking to?.. Less than 5% use social media to discuss brands
Which brands are most talked about?
Heard something interesting but what are you going to do about it?
The multiplier effectWhat makes a brand champion?
Good buzz or bad?
Friends & Family
Business Contacts Contacts via blogging / social media
Colleagues
Taught them new thingsabout a certain product/brand
Convinced them tochoose a certain brand
Made them buy ortry a certain brand
Triggered them to shareinformation on product/brand
inTV viewer Non inTV viewer100% Monthly Weekly Daily
inTV viewer Non inTV viewer
35%27%
23% 20%
12% 14%8%
20%
53%LH 35%
BA 36%
AF 38%
17%
70%
83% 30%
26%83%
12%
6%
5%
2%
24%
45%
-30% -9%
6%
inTV viewer
3%
Non inTV viewer
Conversationsabout categories
Brands mentioned in conversations
36%actions for others
Tone of voice towards brands
Likelihood to changeother people’s opinions
Fatterpurchase funnel
56%last conversation
33%monthly
Connectors + mavens + sales people = Champions
+149%champions
8%tone of voice
11%positive change