BSI<br />HowConsumersInteractwith Brands in theConversationEcosystem<br />Brand Science Institute, 10. June 2010<br />
BSI<br />Social Branding is an overestimatedPhenomenon – Detractorsbecoming a severethreatfor Brands in theConversationEco...
BSI<br />Brands still did not learnhowto handle Branded Content right – SocialEnhancementas a Key Motive for Word-of-Mouth...
BSI<br />SocialSearchandRecommendationbecomingmoreimportantfor US Consumers – Germans still rely on Search Engine Resultsa...
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How Consumers Interact with Brands in the Conversation Ecosystem

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How Consumers Interact with Brands in the Conversation Ecosystem

  1. 1. BSI<br />HowConsumersInteractwith Brands in theConversationEcosystem<br />Brand Science Institute, 10. June 2010<br />
  2. 2. BSI<br />Social Branding is an overestimatedPhenomenon – Detractorsbecoming a severethreatfor Brands in theConversationEcosystem<br />Recently<br />German Consumerswhoare Fans/Followers in Social Networks<br />US Consumerswhoare Fans/Followers in Social Networks<br />32% Detractors<br />17% Detractors<br />Source: Brand Science Institute n= 2.113 Consumers US/Germany <br />
  3. 3. BSI<br />Brands still did not learnhowto handle Branded Content right – SocialEnhancementas a Key Motive for Word-of-Mouthunderrepresented<br />Recently<br />German Consumers Key Motives<br />US Consumers Key Motives<br />64.7%<br />Gap<br />Gap<br />Source: Brand Science Institute n= 2.113 Consumers US/Germany <br />
  4. 4. BSI<br />SocialSearchandRecommendationbecomingmoreimportantfor US Consumers – Germans still rely on Search Engine ResultsandRetailers<br />Recently<br />German ConsumersSearchSources<br />US ConsumersSearchSources<br />Social Plattforms forRecommendations<br />Social Plattforms forRecommendations<br />SearchEngines Top Results<br />RetailersforVariety/Comparison<br />RetailersforVariety/ Comparison<br />SearchEngines Top Results<br />5%<br />2%<br />16,1%<br />16%<br />11,3%<br />58%<br />71%<br />21%<br />Brand‘ssiteforreliableinformation<br />Brand‘ssiteforreliableinformation<br />Source: Brand Science Institute n= 2.113 Consumers US/Germany <br />

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