Social brand conversation is now ‘the new review’, as a majority (92%) of the consumers actively seek out comments about brands, products, or services on social media, as per a research study conducted by Publicis Media and Twitter.
Publicis Media and Twitter recently collaborated on a research study to understand how brand conversations on social media impacts consumer decision-making and sales.
The study surveyed 9,600 consumers on six platforms across the US, UK, India and Mexico.
Coming out of the research, they uncovered a number of findings that point to the power of social brand conversation.
Below are the top findings from the research:
· Twitter teamed up with Publicis Media to survey 9,600 consumers on six social platforms across the US, the UK, India and Mexico, with the goal of understanding how brand conversations on social impact consumer decision making and sales.
· Social brand conversation is “the new review”
· 92% of people surveyed actively seek out comments about brands, products, or services on social media.
· 68% said their impression of a brand was changed as a result of experiencing brand conversation.
· More than half of shoppers consider brand conversation on social more or as impactful as traditional reviews.
· Get them talking (and listening) early and often.
· 71% of people surveyed felt they are more likely to consider brand conversations before a purchase journey begins.
· While the data shows the influence of brand conversation is high before or early in a purchase journey, it decays over time - meaning always-on engagement is key and can even kick-start buying decisions.
· Content and sentiment matter
· 86% of “very positive” conversations are considered memorable by respondents, whereas only 49% of “very negative” conversations are considered memorable.
· 3 in 4 brand conversations result in more positive brand sentiment.
· Brand conversation on Twitter drives people to buy
· 60% of purchasers who recalled a conversation on Twitter said it made them much more likely to consider the product they bought.
Tanmay Mohanty, CEO, Publicis Media Services India, said, “In a world where interaction, opinion and communication are vital, this is the reason social media platforms are still seeing growth and are able to influence and shape consumer views and decisions. This groundbreaking study with Twitter illuminates how consumers actively seek opinion on brands on social platforms, and how social chatter can influence decision-making and purchase and build trust and popularity for brands.”
blog post: #LetsTalkShop: How brand conversation powers shopping (twitter.com)