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