For marketers, the rise of social media has helped crystallize the importance of word-of-mouth. But lately, "social" has become synonymous with a platform, when in reality it's a fundamental human behavior. In fact, 90% of consumer conversations happen offline, far away from what we currently think of when we say "social media."
Every day, people talk to each other, providing guidance on which experiences to embrace and which to avoid. It's no wonder that nearly 50% of consumers are likely to purchase products as a result of word-of-mouth.
To provide more audience insight for those of you thinking about social campaigns and word-of-mouth, Microsoft Advertising partnered with the Keller Fay Group, a leading social research firm. Keller Fay found the MSN audience to be a highly attractive audience for word-of-mouth, outperforming competitor audiences in many categories.
For those interested in more insights and detail, please check out social advertising pages and download the recent word-of-mouth research paper (embedded below for online reading), or, download using the link under this post.
Here's the inforgraphic:
Influencing the Influencers! Whitepaper:
You can download the Social Media Word of Mouth White Paper Microsoft Advertising August 2011here (pdf).