Do you know the ‘WOM Champions’ of online recommendations?
Conversations about brands in the online environment maintain their upward trend and grew by 4% since 2010. But despite the efforts of companies to generate conversations around themselves and participate in other, rhythm growth of this indicator is slow and recommendations today are still being made much more in the offline world. The distance, though, is getting shorter and there is a consumer group particularly inclined to use social networks and digital channels to tell their experiences with a brand, which makes them a coveted group for companies that have been referred to as the “WOM Champions”.
Colloquy has identified in his study “The 2013 Social Word-of-Mouth” a group of people that is particularly active online is driving the change gradually. Are called WOM (Word-of-Mouth) Champions, champions of mouth.
This outstanding group consists of high percentage (28%) of users and loyal and committed to their brands, which besides having some influence, consumers are willing to recommend them. And WOM Champions (here comes the special attraction for raids of companies in the online environment) are twice as likely to recommend through social networks and other digital channels to brands like. In addition, 60% of them, twelve points more than two years ago, uses all sorts virtual communities to discuss and recommend products and services that have been tested. 50% have used mobile messages to talk about them.
They are those who are pulling the cart and increasing ratios digital recommendations. Distances are still large, according to the study. Among consumers who regularly make recommendations about brands, 80% say that prefer to share that face to face with your friends and contacts information. Followed by far email (51%) and social networks (39%). While it is true that most of the recommendations still occur through the word of traditional mouth, this number of recommendations have experienced a decrease of 4% over the past two years, the same proportion is grown in digital environments .
Who are then these recommendations champions online? Where can we find them? 40% of them are young adults, a population segment especially predisposed to interaction with brands on social networks. In fact, 3 out of 4 of them consider acceptable. Facebook is your favorite social network, which uses a large majority (66%), but also use Twitter (29%), Google (25%), Pinterest (21%) and Instagram (16%).