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How to Spark Brand Conversations

HOW TO Spark BRAND CONVERSATIONS 2 WHO TALKS MOST? Made a difference or did the right thing with an initiative that's bigger than the product that was sold. BELIEF 48% 42% 15:16 12.12.2009. of 2553 text surveys reported talking about a brand in the last 2 hours. SCARCITY 37% Limited offerings to spur demand or made available to an exclusive set of people. 26. 48. 33. O000000060 CULTURE 33% Enabled consumers access to new or cool stuff including music and art. O9 SPACEIO iPhone Blackberry 24% COMMUNICATIONS Android % of smartphone owners who've had a 42% BRAND USE Connected people to others or made them feel part of a group. brand conversation in the last 2 hours. BELONGING 30% 22% REFERRALS WHERE DO THEY TALK? 8% OTHER NEW RULES 29% Did things that were unexpected, against the grain and broke free from an existing convention. Projected # Of Brand Conversations Daily At: METHOD НОМЕ WORK SHOPPING 30,735,500 28,349,000 7,636,000 EXPRESSION 27% Helped people express who they are or what they aspire to be as individuals. Consumers with smart phones were texted 25 times over two weeks at various times of the day. They participated in a two minute survey that focused on brand conversations they had in the previous two hours. CAR RESTAURANTS SCHOOL 6,968,000 6,967,000 2,100,000 TENSION 26% Addressed a sensitive subject, solved a problem or resolved a conflict or unmet need. GROCERY COFFEE SHOP GYM 2,100,000 2,100,000 1,909,000 PLAY 24% Enabled competition through gaming and participation. BARS MASS TRANSIT RESTROOM 1,145,000 668,000 382,000 22squared, 2012 We sampled each of 200 respondents an average of 13 times to achieve statistical confidence of +/- 7% at 95% confidence.

How to Spark Brand Conversations

shared by brmurphy on Jun 28
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Synopsis of a study conducted via smart phones that details brand conversations and what makes them happen.



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