Simple but elegant infographic, illustrating key findings of latest research. See full presentation for details

1. Latest European Research >>
HARNESSING THE POWER OF CONVERSATION
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 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%
53% 17%
Heard something interesting but what are you going to do about it? inTV viewer Non inTV viewer
35%
27%
23%
20% 20%
12% 14%
8%
Taught them new things Triggered them to share Convinced them to Made them buy or
about a certain product/brand information on product/brand choose a certain brand try a certain brand
What makes a The multiplier effect
brand champion?
Conversations Brands mentioned Tone of voice
about categories in conversations towards brands
33% 56% 8%
monthly last conversation tone of voice
6%
Connectors +
3% mavens +
sales people = Fatter Likelihood to change
Champions purchase funnel other people’s opinions
+149% 36% 11%change
positive
inTV viewer Non inTV viewer champions actions for others
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