A conversations have simply become more transparent
Posted: Tue Feb 18, 2025 3:26 am
People connect online with people they know offline. It is the minority who seek online connections with strangers. Incidentally, the most important reason to 'unfriend' someone is a declining offline relationship.
Online and offline experiences not always identical: missed opportunity.
12% of social network users believe that companies behave differently online than offline. Of course, a brand may only have one positioning. However, in many companies, different teams are responsible for the online and offline experiences. This can create a distorted or schizophrenic image of a brand.
Positive conversations have more impact than negative ones.
I think this is one of the most beautiful conclusions of this research. Positive conversations are more numerous than negative ones. It is an absolute minority of conversations that are negative. Brands and companies are also talked about positively to a large extent. Even better is that the impact of positive conversations is greater than that of negative ones. When making a purchase decision, people look for positive, confirming stories. Decisions are made on that basis. Negative stories do not have the same effect.
Offline brand experience is the most important online conversation starter.
What happens (when buying a product) in a store or how the product is experienced is the biggest start of an online conversation. In other words, the offline experience translates into online conversations. Online and offline are not separate worlds, they are not different people. The
Fans of brands are less credible.
Only 16% of social network users trust the feedback of a fan about a company. People assume that if someone is a fan, the recommendation will be positive by definition. This assumption reduces the credibility of the sender. Consumers continue to look for the most reliable source to inform themselves. Fans are no longer one of them.
E-mail and website are perfect feedback channels .
80% of surfers want to give feedback to a company via e-mail. 62% prefer the website. guatemala phone number list 24% of surfers are willing to contact a company via social media. There is clearly a social media hype among marketers. Companies want to transform themselves (rightly) to integrate social media. However, this conclusion proves that the 'classic' online channels are still very important to maintain the conversation with the customer.
Smartphones provide more interaction with brands . 38% of surfers own a smartphone. The intensity and frequency with which smartphone owners use social media is much higher than that of non-smartphone users. Smartphone owners are more interactive in all areas. They follow more brands, they post more content and they respond more to input from others.
Location-based is still really niche .
Only 12% of smartphone owners are familiar with location-based services. Many have never heard of it, but most do not see the added value. Use and intention to use location-based services is still very low.
It is difficult to make an app really successful .
An app is usually very lonely after it has been installed. On average, there are 25 applications on a smartphone, but only 12 of them are used. The most used apps are those of the social networks themselves. It is not easy for a brand to score with an app and find something that is used frequently.
These conclusions struck me while analyzing the results. If you want to see all the results in detail, the presentation above will certainly help. Feel free to download the presentation to use the figures.
Online and offline experiences not always identical: missed opportunity.
12% of social network users believe that companies behave differently online than offline. Of course, a brand may only have one positioning. However, in many companies, different teams are responsible for the online and offline experiences. This can create a distorted or schizophrenic image of a brand.
Positive conversations have more impact than negative ones.
I think this is one of the most beautiful conclusions of this research. Positive conversations are more numerous than negative ones. It is an absolute minority of conversations that are negative. Brands and companies are also talked about positively to a large extent. Even better is that the impact of positive conversations is greater than that of negative ones. When making a purchase decision, people look for positive, confirming stories. Decisions are made on that basis. Negative stories do not have the same effect.
Offline brand experience is the most important online conversation starter.
What happens (when buying a product) in a store or how the product is experienced is the biggest start of an online conversation. In other words, the offline experience translates into online conversations. Online and offline are not separate worlds, they are not different people. The
Fans of brands are less credible.
Only 16% of social network users trust the feedback of a fan about a company. People assume that if someone is a fan, the recommendation will be positive by definition. This assumption reduces the credibility of the sender. Consumers continue to look for the most reliable source to inform themselves. Fans are no longer one of them.
E-mail and website are perfect feedback channels .
80% of surfers want to give feedback to a company via e-mail. 62% prefer the website. guatemala phone number list 24% of surfers are willing to contact a company via social media. There is clearly a social media hype among marketers. Companies want to transform themselves (rightly) to integrate social media. However, this conclusion proves that the 'classic' online channels are still very important to maintain the conversation with the customer.
Smartphones provide more interaction with brands . 38% of surfers own a smartphone. The intensity and frequency with which smartphone owners use social media is much higher than that of non-smartphone users. Smartphone owners are more interactive in all areas. They follow more brands, they post more content and they respond more to input from others.
Location-based is still really niche .
Only 12% of smartphone owners are familiar with location-based services. Many have never heard of it, but most do not see the added value. Use and intention to use location-based services is still very low.
It is difficult to make an app really successful .
An app is usually very lonely after it has been installed. On average, there are 25 applications on a smartphone, but only 12 of them are used. The most used apps are those of the social networks themselves. It is not easy for a brand to score with an app and find something that is used frequently.
These conclusions struck me while analyzing the results. If you want to see all the results in detail, the presentation above will certainly help. Feel free to download the presentation to use the figures.