New Study: Social Media has Outsized Impact on Sales and Brand Perception
This Integrated Social Media Sales Impact study is from Ogilvy and ChatThreads. Data was collected between January and May 2011. The final report is available at: www.slideshare.net/360digitalinfluence.
The study recruited 404 individuals to use the ChatThreads BrandEncounter™ platform in reporting their real-time exposure to 21 different brand "touchpoints" across five QSR brands: KFC, McDonalds, Subway, Taco Bell and Wendy's. The study ran in 2 segments between January 20, 2011 and May 6, 2011. A total of 5,623 touchpoints were reported by participating consumers, each of whom reported their brand touchpoints over a 7 day period. Participants were pre-screened for Quick Service Restaurant (QSR) favorability and social media activity within the past week.
About OgilvyOgilvy & Mather is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services, including advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; and direct, digital, promotion and relationship marketing. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). Ogilvy & Mather provides an integrated approach to social engagement for clients, comprising social strategy, community, commerce, content and analytics. For more information, visit http://www.ogilvy.com.
ChatThreads provides real-time media mix impact analysis, tracking how, when and where consumers come into contact with brands and analyzing how these encounters contribute to purchase behavior. ChatThreads believes that the most important impressions are real impressions -- what the consumer actually notices. These touchpoints are tracked using ChatThreads' BrandEncounter™ platform. ChatThreads clients include leading brands and their agency partners such as Coca-Cola, Frito-Lay, Hamilton Beach, Illy, Kraft, Microsoft, BzzAgent and House Party. For more information, visit http://chatthreads.com.