Monday, May 22, 2006

Word of Mouth

From a somewhat surprising study on word of mouth marketing:
  • Positive mentions outnumber negative mentions 6 to 1
  • 92% of brand conversations are happening offline, of which 20% happens over phone
  • Only 9% of conversations are "mostly negative"
  • People are more likely to pass along good mentions than bad ones - so good news travels faster than bad news!
  • 41% of conversations mention advertising
  • 72% of opinions about brands are shared by family members and personal friends, 13% are shared by co-workers and 7% are shared by a professional or expert on the topic
  • The Internet (12%), television (7%) and newspapers (5%) are the top three media channels most frequently referenced in brand-related buzz
  • Email, instant message and online chat rooms/blogs comprise 6% of word of mouth

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