How Consumers Interact with Brands in the Conversation Ecosystem
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The document discusses how consumers interact with brands in social media. It finds that 32% of German social media followers of brands are detractors, compared to 17% of American followers. For motivating word-of-mouth, German consumers prioritize social enhancement by 64.7%, with a gap compared to Americans. While Americans rely more on social platforms for recommendations, Germans still depend more on search engines and retailers for information.
How Consumers Interact with Brands in the Conversation Ecosystem
- 1. BSIHowConsumersInteractwith Brands in theConversationEcosystemBrand Science Institute, 10. June 2010
- 2. BSISocial Branding is an overestimatedPhenomenon – Detractorsbecoming a severethreatfor Brands in theConversationEcosystemRecentlyGerman Consumerswhoare Fans/Followers in Social NetworksUS Consumerswhoare Fans/Followers in Social Networks32% Detractors17% DetractorsSource: Brand Science Institute n= 2.113 Consumers US/Germany
- 3. BSIBrands still did not learnhowto handle Branded Content right – SocialEnhancementas a Key Motive for Word-of-MouthunderrepresentedRecentlyGerman Consumers Key MotivesUS Consumers Key Motives64.7%GapGapSource: Brand Science Institute n= 2.113 Consumers US/Germany
- 4. BSISocialSearchandRecommendationbecomingmoreimportantfor US Consumers – Germans still rely on Search Engine ResultsandRetailersRecentlyGerman ConsumersSearchSourcesUS ConsumersSearchSourcesSocial Plattforms forRecommendationsSocial Plattforms forRecommendationsSearchEngines Top ResultsRetailersforVariety/ComparisonRetailersforVariety/ ComparisonSearchEngines Top Results5%2%16,1%16%11,3%58%71%21%Brand‘ssiteforreliableinformationBrand‘ssiteforreliableinformationSource: Brand Science Institute n= 2.113 Consumers US/Germany