1. Consumer conversations have three opportunities to leverage media content
! We wondered...
2.4BN what effect do the
Internet and Internet
conversations enabled devices have on
3.3BN
that involve a Word of Mouth? Before Conversation During Conversation After Conversation
brand per day The “trigger” or spark, Reference resource, fact Learn more, verify, take
source of prior knowledge checking, content to share action, share more widely
brand
1.4
impressions
per day
Offline conversation is still the dominant form of social media
? 1
impressions
per WOM
conversation
21% 20%
94% of WOM brand Marketing content is an important Internet is on par with
impressions occur offline resource before, during and after TV as a top catalyst for
brand conversations WOM conversation
Internet is the #1 resource utilized to take action after conversation
Primary use is to
2x
Internet is twice as important
21% 18% 19%
Internet is most important
2
“seek additional as any other media after source of content before,
information” WOM conversation during and after conversation
Word of Mouth The Internet is where people turn to after conversations for more information
(WOM) 3 30% #1
Internet is often a Search is utilized more Google is leading
resource after WOM than any other site type search site for WOM
stimulated by TV
Google directly informs 146 million brand conversations a day
6.1%
Google is used to
15%
Search used more than Users more likely to search
4
directly inform 6.1% of any other site type at each than go to social media
all WOM conversations stage of conversation after a conversation
Source: Word of Mouth and the Internet. In collaboration with Keller Fay. June 2011. WOM from search is more credible than WOM from online social media sites
5 54% 25% $
Our Methodology
The study measured the degree to which media & marketing channels provide
content to consumer conversations about brands
Every respondent in the survey reported:
1 Whether anybody in their recent conversation relied on media or marketing Consumers that are highly Users are 25% more likely to find WOM Consumers are more likely to purchase
sources of content before or during the conversation
likely to purchase an item impressions referenced by search more an item based on impressions from
2 We also asked whether respondents sought out more information from any
based on WOM credible than social media search rather than social media
source after the brand conversation
For more information and full study go to google.com/think/insights