1 out of three brand conversations lead up to a change of opinion.
Conversations between consumers build brands, but can also break brands. Up until now however, we had no tool to monitor these conversations, to measure their impact and to pull vital strategic insights out of them. Boondoggle and Insites Consulting partnered to build such a tool.
Starting point was the Conversation Mapping Research, in which we tracked both offline and online conversations for the media, gaming, soda, telecom, cars, small multimedia equipment category, during two weeks with 1000 consumers.
In terms of methodology, an online diary method was used.
The press release will give you ample details about the results of the Conversation Mapping Research , but here is already a small grasp :
- every week, there are about 25 million conversations on brands
- people talk about every brand, and everybody talks about brands
- these conversations are not without impact : about 1 out of three conversations brings about a change of opinion on a brand
- conversations about the brand and the product or service tend to have much more impact than conversations about the advertising
- the impact of a conversation is much higher if the conversation was triggered by a question
- superinfluencers exist, but anybody con contribute to this word-of-mouth. Brands telling a engaging story and providing the right tools, are able to engage influencers, spreaders and receivers. Volkswagen succeeded with its UK campaign for Golf in creating a new aspirational territory for Golf, and an engaging experience for influencers, spreaders and receivers. Cadbury handed with its gorilla commercial to everyone a story of highly entertaining value, creating massive views and a significant increase in marketshare.
- conversations can be categorized into 4 productcategories : bashing, barking, serenade and bonding.
- brands out of the same product category tend to be in the same conversation category.
- brands can design conversations and even more important design the answers
The result of the Conversation Mapping Research is a research tool which brands can use to track and gain insight into the conversations happening on their brand. Read more about all this in the press release. And get a chance to win one of our five Conversation Mapping Workshops for your brand on conversationmapping.eu
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