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How Consumers Interact with Brands in the Conversation Ecosystem
- 1. BSI HowConsumersInteractwith Brands in theConversationEcosystem Brand Science Institute, 10. June 2010
- 2. BSI Social Branding is an overestimatedPhenomenon – Detractorsbecoming a severethreatfor Brands in theConversationEcosystem Recently German Consumerswhoare Fans/Followers in Social Networks US Consumerswhoare Fans/Followers in Social Networks 32% Detractors 17% Detractors Source: Brand Science Institute n= 2.113 Consumers US/Germany
- 3. BSI Brands still did not learnhowto handle Branded Content right – SocialEnhancementas a Key Motive for Word-of-Mouthunderrepresented Recently German Consumers Key Motives US Consumers Key Motives 64.7% Gap Gap Source: Brand Science Institute n= 2.113 Consumers US/Germany
- 4. BSI SocialSearchandRecommendationbecomingmoreimportantfor US Consumers – Germans still rely on Search Engine ResultsandRetailers Recently German ConsumersSearchSources US ConsumersSearchSources Social Plattforms forRecommendations Social Plattforms forRecommendations SearchEngines Top Results RetailersforVariety/Comparison RetailersforVariety/ Comparison SearchEngines Top Results 5% 2% 16,1% 16% 11,3% 58% 71% 21% Brand‘ssiteforreliableinformation Brand‘ssiteforreliableinformation Source: Brand Science Institute n= 2.113 Consumers US/Germany