{"id":43700,"date":"2013-02-12T02:32:23","date_gmt":"2013-02-12T03:32:23","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=43700"},"modified":"2013-02-12T02:32:23","modified_gmt":"2013-02-12T03:32:23","slug":"how-to-leverage-brand-conversations","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/how-to-leverage-brand-conversations\/","title":{"rendered":"How to Leverage Brand Conversations"},"content":{"rendered":"

\"brandConsumers talk about brands. They talk about brands to friends, family, and even strangers both online and offline, but how can marketers leverage those conversations to build<\/em> brands?<\/p>\n

That’s one of the questions inTV and InSites Consulting tried to answer in a recent online survey of 1,600 people in the U.K., France, Germany, Spain, and Italy. According to the results presentation<\/a>, which you can see below, 90% of conversations about brands happen offline.<\/p>\n

The good news is that brand sentiment is usually positive among people discussing brands and those discussions typically boost opinions about the brand among the wider audience in a positive direction.<\/p>\n

Specifically, consumers indicated that brand conversations teach them new things about a brand or product and often motivate them to seek out additional information about the brand or product and to share information about the brand or product with other people. Moving down the purchase funnel, consumers also reported that brand conversations make them consider, choose, or buy a specific brand, and these conversations reassure them that they’ve made the right brand purchase decisions.<\/p>\n