A study identified a group of consumers called Brand Connected Consumers (BCCs) that make up 25% of consumers and are highly engaged with brands online. BCCs actively post about brands on social media, brand websites, and retailer sites at least once a week. They expect brands to acknowledge and value the information and feedback they provide across various online platforms. Effectively responding to BCCs can significantly increase purchase rates and brand recommendations from satisfied BCCs, while ignoring BCCs risks them stopping purchases from that brand.

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UNDERSTANDING and
LEVERAGING
Brand Connected
Consumers

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BRAND CONNECTED CONSUMERS
STUDY SUMMARY
Of consumers are digitally engaged in some way
A smaller, more powerful group of consumers has
emerged, termed the Brand Connected Consumer
(BCC). 1 out of 4 consumers are BCCs.
25%
BCCs are posting to
and about brands at
least once per a week.
80%
BCCs can be found
posting on social, retailer,
brand properties and
more.
BCCs shop more frequently
than others, and these
interactions influences their
purchasing habits.

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• BCCs are actively posting text, photos and
videos in a number of places including brand
properties, social media and retailer websites.
• Making it easy for other consumers to hear from
their peers about products that are interested in.
• And consumers are looking for information where
BCCs are providing it.
Where BCCs provide information
BCCs ARE TALKING ABOUT BRANDS
POSTING FREQUENTLY ACROSS THE WEB

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BCC – posting information
Brand Aware – seeking information
How frequently do you post/seek information about each of the following brands?
At least once a week % shown
19%
BCCs TALK ABOUT BRANDS THEY USE
REGULARLY
ALIGNING WITH WHAT CONSUMERS ARE
SEEKING

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• Even though 6 in 10 consumers that send messages directly to brands say it’s because they’re
satisfied, it’s still important to consumers that they’re acknowledged by the brand in various
locations:
• On the brand’s social network pages - 80% Feel it’s Important That Their Feedback is
Acknowledged
• On their personal social network pages - 70% Feel it’s Important
• On review sites - 75% Feel it’s Important
• And they’re confident that brands both see and value their posts in each of those locations:
Resource
% that are confident
brands see their
posts in each location
% that are confident
brands value information
they provide in each
location
Brand social network pages 83% 87%
Personal social network
pages
73% 79%
Review sites 79% 80%
BCCs EXPECT BRAND ACKNOWLEDGMENT
CONFIDENT THEIR FEEDBACK IS SEEN

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• When consumers are satisfied with an exchange they have with a brand
• 40% purchase more of from the brand
• 2 in 10 will buy the brand for the very first time
• Further, satisfied consumers are significantly more likely to recommend
the brand to others
LISTENING ISN’T ENOUGH
THE QUALITY OF A BRAND’S RESPONSE HAS
MAJOR IMPACT ON PURCHASE BEHAVIOR
70%stop buying from
the brand
30%
no effect
• 1 in 4 times a consumer is less than satisfied
with an online brand exchange, they
completely stop buying the brand
• 56% of the time a consumer posts a comment
because they are dissatisfied, they receive no
response from the brand

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IMPACT SALES
DRIVE ENGAGEMENT WITH BCC CONTENT
• 3-8x greater CTR vs. standard
flash ads
• 2x greater increase in purchase
intent (target audience)
• 7%+ increase in online awareness
BCC Content in Ads
Build Awareness
• 6-36% lift in conversion rate
• 8% average lift in cart size
(CPG)
BCC Content at Retailers
Drives Purchase
• 1 Million+ earned views
• 163% increase in search related
views – ‘how to’ keywords
• 2X CTR vs. average site visitor
• Average View > 2 :30s spots
BCC Content at Retailers
Drives Purchase

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BCC SUMMARY
THE UNTAPPED EARNED MEDIA
OPPORTUNITY
• BCCs make up 25% of all consumers
• Their engagement ultimately influences other consumer's purchase
intent/future shopping behavior
• Brands have the ability to enable/empower their BCCs to tell their
brand stories
• Requires ongoing, strategic effort from the brand