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     HARNESSING THE POWER OF CONVERSATION
      Banks are most frequently discussed, although not always favourably                             Who are they talking to?.. Less than 5% use social media
                                                                                                      to discuss brands

                                                                                                           Friends & Family                             Colleagues



                                                                                                                                   83%                                      30%


                                                                                                                                   83%                                      26%


                                                                                                          Business Contacts               Contacts via blogging / social media


                                                                                                                                   12%                                      5%


                                                                                                                                   6%                                       2%

          100%              Monthly            Weekly            Daily
                                                                                                            inTV viewer          Non inTV viewer



      Which brands are most talked about?                                                              Good buzz or bad?


                                                                                                                                                          45%
                                      AF 38%
                                                                                                                         24%
                                                               70%
                           BA 36%
                                                                                                                         -30%                             -9%
                    LH 35%
                                                                       53%           17%


      Heard something interesting but what are you going to do about it?                                                              inTV viewer         Non inTV viewer


                                                      35%
                                                                                        27%
                                                                                                 23%
                                                                      20%                                                   20%
                                                                                                                                         12%                   14%
                                                                                                                                                                       8%


                                        Taught them new things                      Triggered them to share                Convinced them to               Made them buy or
                                      about a certain product/brand              information on product/brand            choose a certain brand            try a certain brand




      What makes a                                              The multiplier effect
      brand champion?
                                                                Conversations                          Brands mentioned                     Tone of voice
                                                                about categories                       in conversations                     towards brands

                                                                       33%                                  56%                                    8%
                                                                       monthly                              last conversation                      tone of voice

              6%
                                                                Connectors +
                                         3%                     mavens +
                                                                sales people =                         Fatter                               Likelihood to change
                                                                Champions                              purchase funnel                      other people’s opinions

                                                                       +149%                                36%                                    11%change
                                                                                                                                                   positive
         inTV viewer               Non inTV viewer                     champions                            actions for others




For further information contact
belinda@bsbmedia.co.uk or any of
the member channels:

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inTV - Harnessing the power of conversations - infographic

  • 1. Latest European Research >> HARNESSING THE POWER OF CONVERSATION Banks are most frequently discussed, although not always favourably Who are they talking to?.. Less than 5% use social media to discuss brands Friends & Family Colleagues 83% 30% 83% 26% Business Contacts Contacts via blogging / social media 12% 5% 6% 2% 100% Monthly Weekly Daily inTV viewer Non inTV viewer Which brands are most talked about? Good buzz or bad? 45% AF 38% 24% 70% BA 36% -30% -9% LH 35% 53% 17% Heard something interesting but what are you going to do about it? inTV viewer Non inTV viewer 35% 27% 23% 20% 20% 12% 14% 8% Taught them new things Triggered them to share Convinced them to Made them buy or about a certain product/brand information on product/brand choose a certain brand try a certain brand What makes a The multiplier effect brand champion? Conversations Brands mentioned Tone of voice about categories in conversations towards brands 33% 56% 8% monthly last conversation tone of voice 6% Connectors + 3% mavens + sales people = Fatter Likelihood to change Champions purchase funnel other people’s opinions +149% 36% 11%change positive inTV viewer Non inTV viewer champions actions for others For further information contact belinda@bsbmedia.co.uk or any of the member channels: