A new study of 15,000+ people across BC and Alberta shows that consumers who interact with a brand on a digital level (Facebook, Twitter or Mobile devices) provide brand reputation scores that are significantly more positive (24% rate the company a “9” or a “10”) than those not engaged (7%).
Vancouver, BC — On the eve of the prestigious BCAMA Vision Conference, the BCAMA and Silver Sponsor Insights West has teamed up to release findings from our Brand Digital Insights tool that shows that consumers who are digitally engaged with brands via Facebook, Twitter and mobile devices provide significantly higher scores on corporate reputation than those who are not according to a six month study conducted with over 15,700 consumers aged 18+ across BC and Alberta.
Insights West is a Silver Sponsor of the BCAMA Vision Conference tomorrow at the Fairmont Hotel Vancouver, which features globally renowned keynote speakers from companies like Cirque Du Soleil, American Apparel, TELUS and IBM, a dynamic debate-style panel presentation, and the chance to get up close and personal with experts during the Executive Spotlight Series. This conference typically attracts 300-400 of Vancouver’s top marketers and is Western Canada’s largest and longest standing conference of its kind.
Following in the BCAMA Vision Conference theme of “What makes people love or hate a brand,” Insights West found that the impact of digital engagement on a brand is significant—company rating scores are two or three times as high among those engaged relative to those who are not engaged. The very top brand reputation scores (the 9’s and 10’s on a 10 point “poor” to “excellent” scale) among those who are highly engaged with a brand on a digital level score 27% vs. 14% for those who have “medium” levels of digital interactions vs. 7% for those who have low or no digital interactions with a brand.
Equally impactful is the finding that conversely, negative scores are higher among those who are digitally engaged. Among brand “haters” — those who rate a brand either a 1 or a 2 on the brand scores — the digitally engaged are also more than twice as likely to rate a brand poorly than those not engaged (5% vs. 2%).
Steve Mossop, President of Insights West in Vancouver, says “Digitally engaged consumers seem to either love you or hate you. And they are vocal. What surprised us about the findings is the dramatic difference in lift with your brand from those who have had an interaction with your brand via Facebook, Twitter, or a mobile device. Results show that digital strategies provide payback in significant ways that are measurable.”
Despite all the hype associated with social media — the level of digital engagement with brands is surprisingly low. Out of 15,700 interviews done for 72 brands covered, an average of only 2% of consumers have tweeted about an individual brand in that list, 4% have interacted with that brand on Facebook, and 4% have interacted with a brand via a mobile device.
About Brand Digital Insights:
This cool new research tool, launched last fall by Insights West, combines corporate brand reputation, advertising recall and consumer digital interactions with a brand into a single research product. Until now, market research companies’ approaches in these areas have been isolated. For decades, researchers have been tracking traditional media campaigns (i.e., TV spots) independently, usually via traditional methods of aided recall of the 30-second spot. Brand equity and image or corporate reputation tracking metrics are also well-established, but often have poor linkages to ad tracking. On the social media side, very few marketing research companies have even studied the impact or launched media tools that evaluate the influence of Facebook, Twitter, and mobile interactions on brand. Yet with digital, mobile, and social media now forming an integral part of any marketing mix, it has become all the more critical to link the three disciplines to understand how they all work together. Marketers need to see the whole picture. Norms developed from our results offer any organization the chance to track digital engagement, brand profile, and campaign results as well as compare their success to others in the marketplace. Learn more details about Brand Digital Insights.
About Insights West:
Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has eight full-time and five part-time employees.
Results are based on an online study conducted October 2012 – May 2013, among over 15,700 residents of BC and Alberta aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for BC and Alberta for age, gender, and region of BC or Alberta. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/-0 .8 percentage points, nineteen times out of twenty.
For further information, please contact:
President, Insights West