inTV - The Power of Brand Conversations

Latest European Research >> HARNESSING THE POWER OF CONVERSATION inty 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 O 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% SAMSUNG 53% 17% Heard something interesting but what are you going to do about it? inTV viewer Non inTV viewer 35% 27% 23% 20% 20% 14% 8% 12% Taught them new things about a certain product/brand Triggered them to share information on product/brand Convinced them to choose a certain brand Made them buy or try a certain brand What makes a The multiplier effect brand champion? Conversations about categories Brands mentioned in conversations Tone of voice towards brands +33% +56% +8% monthly last conversation tone of voice 6% Connectors + 3% mavens + sales people = Champions Likelihood to change other people's opinions Fatter %3D purchase funnel ++149% 36% 11% positive change inTV viewer Non inTV viewer champions actions for others For further information contact [email protected] or any of the member channels: BBC WORLD NEWS FRANCE 24 NATIONAL GEOGRAPHIC CHANNEL sky NEWS ESPT EURO SPORT TV5MONDE CNBC trancetelevisions publicité smauona Latest European Research >> HARNESSING THE POWER OF CONVERSATION inty 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 O 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% SAMSUNG 53% 17% Heard something interesting but what are you going to do about it? inTV viewer Non inTV viewer 35% 27% 23% 20% 20% 14% 8% 12% Taught them new things about a certain product/brand Triggered them to share information on product/brand Convinced them to choose a certain brand Made them buy or try a certain brand What makes a The multiplier effect brand champion? Conversations about categories Brands mentioned in conversations Tone of voice towards brands +33% +56% +8% monthly last conversation tone of voice 6% Connectors + 3% mavens + sales people = Champions Likelihood to change other people's opinions Fatter %3D purchase funnel ++149% 36% 11% positive change inTV viewer Non inTV viewer champions actions for others For further information contact [email protected] or any of the member channels: BBC WORLD NEWS FRANCE 24 NATIONAL GEOGRAPHIC CHANNEL sky NEWS ESPT EURO SPORT TV5MONDE CNBC trancetelevisions publicité smauona