Some People Really do Want to 'Join the Conversation'
In a recent study conducted by product review online TV site, ExpoTV, it was found that, yes, some people do actually want to "have a conversation" with a brand. The study found:
- Consumers not only want to talk to brands, they want to establish a conversation: 55% of consumers want an ongoing dialogue with brands
- Learning about new products in the pipeline is a top priority: Respondents were most anxious to talk to the product design (49%) department, followed by customer support (14%), marketing (14%) and pricing (13%)
- Positive brand experiences can generate word-of-mouth buzz: More than 60% of those polled said they tell 10 or more people about the products they like while a third tell 20 or more people
- Listening leads to loyalty: 89% of respondents would feel more loyal to brands which invited them to participate in a feedback group, and 92 percent of those who have a positive experience communicating with a brand will recommend purchasing a product from that brand to someone they know
- Consumers are open to engaging with the competition: 93 percent of consumers surveyed would be interested or very interested in communicating with competitive brands that expressed interest in their feedback if their first choice is not interested in hearing what they have to say
Comments
So, a staggering 45% DON'T want to have a conversation with brands?
Exactly, Floyd:-)
Not to mention that the study was conducted among ExpoTV members, who joined to see and submit product reviews and are presumably are more social-media savvy.
Let's not forget, that's 55% of people who were willing to have a conversation about having a conversation.
Exactly again, John:-)
If 45% of social media ACTIVISTS don't want to have conversations with brands - does that reflect on the general audience?
On the one hand - these are the most familiar with the channel.
One the other hand - the early adopters may also be more prone to channel fatigue.
The behavior of early adopters does not necessarily reflect or predict mainstream market behavior. This is a very interesting study at present for today's market, though I hesitate to suggest that this is a strong indicator of things to come.
Exactly again, John:-)
Thanks for all of the comments. Just to clarify things a bit, almost all of the survey respondents did want some sort of conversation, but we found it most interesting that 55% wanted an ongoing conversation with brand. Additionally, 27% would settle for any conversation and the rest of the respondents all showed that they would be willing to have a one time conversation. Feel free to get in touch if you’ve got any questions: dr@expotv.com, I really welcome your feedback– Dave, VP, ExpoTV
Thanks for all of the comments. Just to clarify things a bit, almost all of the survey respondents did want some sort of conversation, but we found it most interesting that 55% wanted an ongoing conversation with brand. Additionally, 27% would settle for any conversation and the rest of the respondents all showed that they would be willing to have a one time conversation. Feel free to get in touch if you’ve got any questions: dr@expotv.com, I really welcome your feedback– Dave, VP, ExpoTV
Shouldn't Joe be somewhere on this thread plugging his book?