Word of mouth: myths and reality
Posted: Tue Jan 07, 2025 6:35 am
65% of global internet users are active on social media
Tom Smith , founder of the company GlobalWebIndex , gave us an update on the use of social media. Approximately 65% of all internet users worldwide use social media, 40% have written a review about a product or company and 50% have shared a photo via Facebook or Instagram, for example. If you ask consumers what they have done online in the past month, almost 30% have responded to a story (Facebook update, etc.) and 15% have written a blog. On average, the adoption of social media per country worldwide is more than 80% compared to the population. Only Japan lags behind in this respect, where almost 50% of the population does not use social media. Finally, an average of 57% of consumers 'like' a brand or company on Facebook.
Social media lessons from Dunkin' Donuts
Jessica Gioglio , manager of public relations and social media at Dunkin' Donuts , shared some lessons learned on using social media. Here's how Dunkin' Donuts does it:
Listen: Think of your fans as storytellers and don't just see them as recipients of your content;
Learn: Discover what matters to your fans and build a relationship with them;
Engage: aim for dialogue, but in an authentic way. After all, you are human;
Celebrate: Celebrate the moments you meet offline with your fans.
One of the ongoing promotions that morocco phone data Dunkin' Donuts has is " Fan of the week ". This fan of the week not only gets attention on social media, but also appears on their billboard in Times Square. They also create a lot of their content in-house by encouraging employees to take pictures. For example, a promotion where they asked their customers to give their coffee cup a Halloween makeover. As for the future, Dunkin' Donuts will focus more on mobile and content.
Martin Oetting , partner & chief research officer at trnd AG , gave us a very interesting presentation on word of mouth . He gave his presentation using a digital character.
He quickly makes his statement: the fear of negative word-of-mouth is unfounded and rarely leads to worldwide attention. As an example, he cites the story of the traveler whose guitar broke during a flight with United Airlines. The video got a lot of attention, was funny, but “who cares?”. The consumer may not find this okay, but when it comes to spending money, in most cases they still choose the cheapest solution. Even if that is United Airlines.
several years now, Twitter has offered three options for advertising: promoted tweets, promoted accounts and promoted trends:
Promoted tweets
A promoted tweet appears at the top of the timeline when someone searches for specific keywords. Such a promoted tweet can help generate traffic to a website or initiate a conversation. Below is an example of a promoted tweet from airline Virgin.
Tom Smith , founder of the company GlobalWebIndex , gave us an update on the use of social media. Approximately 65% of all internet users worldwide use social media, 40% have written a review about a product or company and 50% have shared a photo via Facebook or Instagram, for example. If you ask consumers what they have done online in the past month, almost 30% have responded to a story (Facebook update, etc.) and 15% have written a blog. On average, the adoption of social media per country worldwide is more than 80% compared to the population. Only Japan lags behind in this respect, where almost 50% of the population does not use social media. Finally, an average of 57% of consumers 'like' a brand or company on Facebook.
Social media lessons from Dunkin' Donuts
Jessica Gioglio , manager of public relations and social media at Dunkin' Donuts , shared some lessons learned on using social media. Here's how Dunkin' Donuts does it:
Listen: Think of your fans as storytellers and don't just see them as recipients of your content;
Learn: Discover what matters to your fans and build a relationship with them;
Engage: aim for dialogue, but in an authentic way. After all, you are human;
Celebrate: Celebrate the moments you meet offline with your fans.
One of the ongoing promotions that morocco phone data Dunkin' Donuts has is " Fan of the week ". This fan of the week not only gets attention on social media, but also appears on their billboard in Times Square. They also create a lot of their content in-house by encouraging employees to take pictures. For example, a promotion where they asked their customers to give their coffee cup a Halloween makeover. As for the future, Dunkin' Donuts will focus more on mobile and content.
Martin Oetting , partner & chief research officer at trnd AG , gave us a very interesting presentation on word of mouth . He gave his presentation using a digital character.
He quickly makes his statement: the fear of negative word-of-mouth is unfounded and rarely leads to worldwide attention. As an example, he cites the story of the traveler whose guitar broke during a flight with United Airlines. The video got a lot of attention, was funny, but “who cares?”. The consumer may not find this okay, but when it comes to spending money, in most cases they still choose the cheapest solution. Even if that is United Airlines.
several years now, Twitter has offered three options for advertising: promoted tweets, promoted accounts and promoted trends:
Promoted tweets
A promoted tweet appears at the top of the timeline when someone searches for specific keywords. Such a promoted tweet can help generate traffic to a website or initiate a conversation. Below is an example of a promoted tweet from airline Virgin.