30 Seconds on… brand conversations
- Let’s not forget that old media can generate the conversation in new media. The recent John Lewis ‘Woman’ TV ad has had more than 500,000 YouTube viewing and own an enthusiastic and emotional following online.
- Volume of activity and social media does not necessarily translate into advocacy – recent research by Vivaldi Partners and Lightspeed Research showed that Dunkin Donuts has 80% fewer Facebook and Twitter followers that Starbucks, but its fans are 35% more likely to recommend the brand.
- People talk more about brands than they think: recent video-diary research on the role of brand conversations within friendship found respondents surprised by how many of their conversations had included a reference to particular products or brands.
- Marketers are right to prize word of mouth – it has been found to be seven times as effective as print advertising and four times as effective as personal selling in influencing consumers to switch brands.
Source: Marketing, 9 June 2010
