What % of discussion about a brand, product or service happens through Word of Mouth (WOM)?
Would you believe 93% according to a study by the KelleyFay Group. WOM, also known as offline, has actually increased 3% over the last time the study was conducted according to a Spike Jones's article.
I recently attended the 2011 Brand Camp U at Wayne State University in Detroit. One of the dynamic speakers, Spike Jones, unraveled what is involved in developing and cultivating a personal or organizational 'Identity' (he uses identity instead of brand so people don't associate his discussion with a logo). Armed with data from studies like the one produced by the KelleyFay Group, Spike Jones revealed that most decisions about an Identity (brand) are made offline and happening so at a growing rate.
Why? Let's use a consumer product example. When Kim Kardashian endorses a product like Shape Ups, are consumers really duped into believing that Kim rocks those alien saucier shaped shoes to mold her curvaceous figure everywhere she goes? Hardly! More and more people desire to pre-validate the product, service or person before jumping in. Is the product, service or person credible? Isn't validation much stronger when it comes from someone we know personally rather than an indifferent star or a self promoting ad? How much more likely are you to trust the product, service or person if your friend recommends it?
Although Spike's speech was directed toward Identity and the role of WOM in validating Identity, it is the this word of mouth, in person, offline interaction that is the foundation of a concept I have been mulling over for some time. Not only does this in person, word of mouth concept relate to an identity validation -in the sense of product, service or person- it also has a greater potential. Real interaction, statistically, is relevant again and I believe the foundation of innovation and change. We are in the process of rediscovering its importance. In the age of social media and social networks, we have experienced the decentralization and virtualization of community. This is contrary to the human's innate desire for two things that are characteristics of communities:
Social media has helped facilitate collaboration but can it or will it ever replace the collaboration of individuals in real time and real space--the creation and validation of ideas in real, tangible, physical communities? I leave you with an example of the convergence of personal community and supported by social media; the Arab Spring. Twitter and social media played a critical role in the changed that occurred and is occurring across North Africa and the Middle East but without people turning out in squares in person, banding together for change in the face of dangerous opposition, there would have been no change.
Would you believe 93% according to a study by the KelleyFay Group. WOM, also known as offline, has actually increased 3% over the last time the study was conducted according to a Spike Jones's article.
I recently attended the 2011 Brand Camp U at Wayne State University in Detroit. One of the dynamic speakers, Spike Jones, unraveled what is involved in developing and cultivating a personal or organizational 'Identity' (he uses identity instead of brand so people don't associate his discussion with a logo). Armed with data from studies like the one produced by the KelleyFay Group, Spike Jones revealed that most decisions about an Identity (brand) are made offline and happening so at a growing rate.
Why? Let's use a consumer product example. When Kim Kardashian endorses a product like Shape Ups, are consumers really duped into believing that Kim rocks those alien saucier shaped shoes to mold her curvaceous figure everywhere she goes? Hardly! More and more people desire to pre-validate the product, service or person before jumping in. Is the product, service or person credible? Isn't validation much stronger when it comes from someone we know personally rather than an indifferent star or a self promoting ad? How much more likely are you to trust the product, service or person if your friend recommends it?
Although Spike's speech was directed toward Identity and the role of WOM in validating Identity, it is the this word of mouth, in person, offline interaction that is the foundation of a concept I have been mulling over for some time. Not only does this in person, word of mouth concept relate to an identity validation -in the sense of product, service or person- it also has a greater potential. Real interaction, statistically, is relevant again and I believe the foundation of innovation and change. We are in the process of rediscovering its importance. In the age of social media and social networks, we have experienced the decentralization and virtualization of community. This is contrary to the human's innate desire for two things that are characteristics of communities:
- The ability to be part of something bigger than ourselves
- The opportunity for human and personal interaction
Social media has helped facilitate collaboration but can it or will it ever replace the collaboration of individuals in real time and real space--the creation and validation of ideas in real, tangible, physical communities? I leave you with an example of the convergence of personal community and supported by social media; the Arab Spring. Twitter and social media played a critical role in the changed that occurred and is occurring across North Africa and the Middle East but without people turning out in squares in person, banding together for change in the face of dangerous opposition, there would have been no change.
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