Some People Really do Want to 'Join the Conversation'

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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

by Steve Hall    Jun-26-08   Click to Comment   
Topic: Research, Social   

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Comments



Comments

So, a staggering 45% DON'T want to have a conversation with brands?

Posted by: Floyd Hayes on June 26, 2008 11:20 AM

Exactly, Floyd:-)

Posted by: Steve Hall on June 26, 2008 11:33 AM

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.

Posted by: John on June 26, 2008 11:50 AM

Let's not forget, that's 55% of people who were willing to have a conversation about having a conversation.

Posted by: Jessie Birks on June 26, 2008 11:51 AM

Exactly again, John:-)

Posted by: Steve Hall on June 26, 2008 12:12 PM

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.

Posted by: Jon Burg on June 26, 2008 12:30 PM

Exactly again, John:-)

Posted by: Steve Hall on June 26, 2008 12:30 PM

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

Posted by: Dave Rubinstein on June 26, 2008 3:56 PM

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

Posted by: Dave Rubinstein on June 26, 2008 3:58 PM

Shouldn't Joe be somewhere on this thread plugging his book?

Posted by: Edward on June 27, 2008 10:30 PM







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