Most, if not all, brands are actively engaged in social listening. Many assume social media is representative of the entire conversation. But is it? For most, there is a blind spot measuring offline word of mouth. That leads to two questions:
• How do my offline and online brand conversations differ?
• If so, does it make a difference?
Linking the offline and online conversations is key to understanding the total impact of a brand’s Word of Mouth (WOM) messages, particularly since WOM can drive up to 50% of a brand’s sales.
Engagement Labs analyzed online and offline conversation data week by week on 500 U.S. brands across 16 product and service categories for 2016. Focusing on four key metrics – Volume, Sentiment, Influence, and Brand Sharing – they saw little to no correlation between online and offline conversation on all four metrics.
What’s a CMO to do? Engagement Labs recommends these actions:
1. WOM Mavens (high offline metrics, low online metrics)
• Leverage strong points of relevance to key audiences
• Have a memorable message that’s talk-worthy
• Use all types of media to trigger conversations
• Cultivate a base of advocates who will talk about and recommend them
2. Social Sirens (low offline metrics, high online metrics)
• Create shareable content that reflects the ethos of the brand and its audiences
• Supply “social currency” that connects brands to what’s happening in the world
• Target the everyday online influencers, not just celebrities