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The True Value of Social Media

How social media is forcing us to redefine our marketing KPIs

The True Value of Social Media How social media is forcing us to redefine our marketing
The True Value of Social Media How social media is forcing us to redefine our marketing
The True Value of Social Media How social media is forcing us to redefine our marketing
The True Value of Social Media How social media is forcing us to redefine our marketing
The True Value of Social Media How social media is forcing us to redefine our marketing
The True Value of Social Media How social media is forcing us to redefine our marketing
The True Value of Social Media How social media is forcing us to redefine our marketing
The True Value of Social Media How social media is forcing us to redefine our marketing
The True Value of Social Media How social media is forcing us to redefine our marketing
1. We create too many dead-end experiences. 2. We don’t know how to evaluate things that
1.
We create too many dead-end experiences.
2.
We don’t know how to evaluate things that
aren’t dead-end experiences.
The Problem (with marketing)
http://www.youtube.com/watch?v=ERGrSQoY5fs It’s well documented.
http://www.youtube.com/watch?v=ERGrSQoY5fs
It’s well
documented.
http://www.youtube.com/watch?v=ERGrSQoY5fs It’s well documented. <a href=http://www.youtube.com/watch?v=D3qltEtl7H8&feature=related http://www.youtube.com/watch?v=gwaX40EnUdM " id="pdf-obj-2-4" src="pdf-obj-2-4.jpg">
http://www.youtube.com/watch?v=ERGrSQoY5fs It’s well documented. <a href=http://www.youtube.com/watch?v=D3qltEtl7H8&feature=related http://www.youtube.com/watch?v=gwaX40EnUdM " id="pdf-obj-2-8" src="pdf-obj-2-8.jpg">

Culprit The microsite

The microsite Engaging, fun , but not very shareable

Engaging, fun, but not very shareable

Culprit The web/mobile application

The web/mobile application Engaging, helpful , but not very shareable

Engaging, helpful, but not very shareable

Culprit The online game

The online game Engaging, addictive , but not very shareable

Engaging, addictive, but not very shareable

Culprit The online video

The online video Engaging, entertaining , but not very shareable Unless it goes viral which

Engaging, entertaining, but not very shareable

Unless it goes viral

which

...

is a 1-in-a-million chance you can’t plan for.

Dead end digital

Microsites

Videos

Dead end digital Microsites Videos Applications Games Engaging digital actions are important. But what’s more important

Applications

Games

Engaging digital actions are important. But what’s more important is that we

enable consumers to effortlessly share, adapt and evolve our messages AND

measure the influence it creates.

Return on Investment Digital Digital Sale Action Interaction Return on Interaction Dead-end digital is similar to

Return on Investment

Return on Investment Digital Digital Sale Action Interaction Return on Interaction Dead-end digital is similar to
Digital Digital Sale Action Interaction
Digital
Digital
Sale
Action
Interaction

Return on Interaction

Dead-end digital is similar to most advertising, and we measure it

accordingly, judging its performance based on the sales it directly motivates. But what about advocacy? What about the ripple effect? Aren’t most purchases influenced by personal recommendations anyway?

We’re missing half the picture

A Different Approach

DIGITAL MEDIA

Objectives:

Reach

Awareness

Coverage

Engagement

Measures:

# of visitors # of page views Time on site Conversions

MEDIA THAT’S SOCIAL

Objectives:

Advocacy

Loyalty

Trust

Influence

Measures:

Sentiment Comments Feedback Mentions Organic Reach

Return on Investment Digital Digital More Sale WOM Reco Action Interaction Sales Return on Interaction +

Return on Investment

Return on Investment Digital Digital More Sale WOM Reco Action Interaction Sales Return on Interaction +
Digital Digital More Sale WOM Reco Action Interaction Sales
Digital
Digital
More
Sale
WOM
Reco
Action
Interaction
Sales

Return on Interaction

+

Return on Influence

A more realistic way to assess value

Quantify the true impact of digital and social actions by moving beyond immediate impact to include return on influence.

Our Goal

Quantify the true impact of digital and social actions by moving beyond immediate impact to includehttp://www.businessweek.com/magazine/content/09_22/b4133032573293.htm " id="pdf-obj-11-6" src="pdf-obj-11-6.jpg">
Cool idea…but how do you do that?

Cool idea…but how do you do that?

Visited this brand’s website or microsite

Downloaded a phone application from this specific brand

Posted a video online (e.g., Facebook, YouTube) about this brand

Watched commercials or videos made by this brand on YouTube Read a blog sponsored by this
Watched commercials or videos
made by this brand on YouTube
Read a blog sponsored
by this brand
We studied
22
digital actions and their
effect on consumers.
Voted on a product decision by this
brand (e.g., flavor, design, name)

Provided feedback on this brand’s website

Customized or designed a product for this specific brand

Played a web or browser game sponsored by this brand

Posted a Tweet or RT about this specific brand

Made a charitable donation directed through this brand’s site

Posted pictures online (e.g., Flickr, Picasa, Facebook) that focused on this specific brand

Participated in an augmented reality experience sponsored by this brand

Wrote about this brand in a personal blog

Became a fan of this brand on Facebook

Sent a customized message sponsored by this brand to a family member or friend

Joined a Facebook group focused on this specific brand

Posted a Facebook status referencing this specific brand

Followed this brand on Twitter

Offered product ideas to this brand in an open forum (e.g., mystarbucksideas.com)

Posted reviews about this brand

Joined an online panel or research survey for this specific brand

1

1 Engage 1. Visited this brands’ website or microsite 2. Watched commercials or videos made by

Engage

  • 1. Visited this brands’ website or microsite

  • 2. Watched commercials or videos made by this brand on Youtube

  • 3. Downloaded a phone application from this specific brand

  • 4. Read a blog sponsored by this brand

  • 5. Played a web or browser game sponsored by this brand

  • 6. Made a charitable donation directed through this brand’s site

  • 7. Participated in an augmented reality experience sponsored by this brand

2

1 Engage 1. Visited this brands’ website or microsite 2. Watched commercials or videos made by

Contribute

  • 8. Posted reviews about this brand

  • 9. Provided feedback on this brand’s website

    • 10. Voted on a product decision by this brand (e.g. flavor, design, name)

    • 11. Joined a panel or research survey for this specific brand

    • 12. Offered product ideas to this brand in an open forum (e.g. mystarbuckideas.com)

1 Engage 1. Visited this brands’ website or microsite 2. Watched commercials or videos made by

3

Participate

  • 13. Become a fan of this brand on Facebook

  • 14. Joined a Facebook group focused on this specific brand

  • 15. Followed this brand on Twitter

Organized into 4 categories

4

1 Engage 1. Visited this brands’ website or microsite 2. Watched commercials or videos made by

Create

  • 16. Posted a Facebook status referencing this specific brand

  • 17. Sent a customized message sponsored by this brand to a family member or friend

  • 18. Wrote about this brand in a personal blog

  • 19. Posted pictures online (e.g. Flickr, Picasa, Facebook) that focused on this specific brand

  • 20. Posted a Tweet or RT about this specific brand

  • 21. Customized or designed a product for this specific brand

  • 22. Posted a video online (e.g. Facebook, Youtube) about this brand

RECRUIT CUSTOMERS GROUP BY ACTIONS SURVEY ONLINE COMPARE GROUPS
RECRUIT CUSTOMERS
GROUP BY ACTIONS
SURVEY ONLINE
COMPARE GROUPS
RECRUIT CUSTOMERS GROUP BY ACTIONS SURVEY ONLINE COMPARE GROUPS n=1,945 Recent customers of 52 brands n=408
RECRUIT CUSTOMERS GROUP BY ACTIONS SURVEY ONLINE COMPARE GROUPS n=1,945 Recent customers of 52 brands n=408

n=1,945

Recent customers of 52 brands

n=408 ENGAGE 15 min. survey n=281 CONTRIBUTE BRAND X ENGAGE PARTICIPATE n=282 PARTICIPATE n=284 ADVOCACY CONVERSATIONS
n=408
ENGAGE
15 min. survey
n=281
CONTRIBUTE
BRAND X
ENGAGE
PARTICIPATE
n=282
PARTICIPATE
n=284
ADVOCACY
CONVERSATIONS
NEW CUSTOMERS
BRAND SPEND
...
CONTROL
CREATE
CONTRIBUTE
CREATE
n=865
CONTROL

20+ years old | HHI $35k+ M/F Split | Social Media Accounts

Control group representative of brands found in test groups

Survey included questions on how much they talked, recommendations, brand spend, etc.

Compared groups to each other and made conclusions based on significant differences

Brands whose customers we studied.

Brands whose customers we studied. *Brands determined by a pre-study of social media actions among consumers.

*Brands determined by a pre-study of social media actions among consumers.

% Who Talked

Percent of those who initiated conversations about the brand.

Control

% Who Talked Percent of those who initiated conversations about the brand. Control Engage Contribute Participate

Engage

% Who Talked Percent of those who initiated conversations about the brand. Control Engage Contribute Participate

Contribute

% Who Talked Percent of those who initiated conversations about the brand. Control Engage Contribute Participate

Participate

% Who Talked Percent of those who initiated conversations about the brand. Control Engage Contribute Participate

Create

 
26% 47% 55% 53%
26% 47% 55% 53%
26% 47% 55% 53%
26% 47% 55% 53%
 
26% 47% 55% 53%
26% 47% 55% 53%
26% 47% 55% 53%
26% 47% 55% 53%
26% 47% 55% 53%
26% 47% 55% 53%
26% 47% 55% 53%
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26% 47% 55% 53%
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26% 47% 55% 53%
26% 47% 55% 53%
26% 47% 55% 53%
26% 47% 55% 53%
 
26% 47% 55% 53%
26% 47% 55% 53%
26% 47% 55% 53%
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26% 47% 55% 53%
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26% 47% 55% 53%
26% 47% 55% 53%
26% 47% 55% 53%
26% 47% 55% 53%
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26% 47% 55% 53%
26% 47% 55% 53%
26% 47% 55% 53%
26% 47% 55% 53%
26% 47% 55% 53%
26% 47% 55% 53%
26% 47% 55% 53%
26% 47% 55% 53%
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26% 47% 55% 53%
26% 47% 55% 53%
26% 47% 55% 53%
26% 47% 55% 53%
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26% 47% 55% 53%
26% 47% 55% 53%
26% 47% 55% 53%

26%

 

47%

 

55%

 

53%

 

64%

 

1.8 x control

2.1 x control

Assuming a set of 100 consumers, 80 more people talking than the Engage set.

2 x control

Assuming a set of 100 consumers, 60 more people talking than the Engage set.

2.5 x control

Assuming a set of 100 consumers, 170 more people talking than the Engage set.

Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010.

% who talked

% who talked Control 26% Engage 47% Contribute 55% Participate 53% Create 64% Face to Face

Control

% who talked Control 26% Engage 47% Contribute 55% Participate 53% Create 64% Face to Face

26%

Engage

% who talked Control 26% Engage 47% Contribute 55% Participate 53% Create 64% Face to Face
% who talked Control 26% Engage 47% Contribute 55% Participate 53% Create 64% Face to Face

47%

Contribute

% who talked Control 26% Engage 47% Contribute 55% Participate 53% Create 64% Face to Face
% who talked Control 26% Engage 47% Contribute 55% Participate 53% Create 64% Face to Face

55%

Participate

% who talked Control 26% Engage 47% Contribute 55% Participate 53% Create 64% Face to Face
% who talked Control 26% Engage 47% Contribute 55% Participate 53% Create 64% Face to Face

53%

Create

% who talked Control 26% Engage 47% Contribute 55% Participate 53% Create 64% Face to Face
% who talked Control 26% Engage 47% Contribute 55% Participate 53% Create 64% Face to Face

64%

Face to Face

Via Social Media

Via Email

Via Instant Message or Texting

Other Digital Means

% who talked Control 26% Engage 47% Contribute 55% Participate 53% Create 64% Face to Face
% who talked Control 26% Engage 47% Contribute 55% Participate 53% Create 64% Face to Face

94%

% who talked Control 26% Engage 47% Contribute 55% Participate 53% Create 64% Face to Face

82%

% who talked Control 26% Engage 47% Contribute 55% Participate 53% Create 64% Face to Face

71%

% who talked Control 26% Engage 47% Contribute 55% Participate 53% Create 64% Face to Face

75%

% who talked Control 26% Engage 47% Contribute 55% Participate 53% Create 64% Face to Face

55%

2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%

2%

 

8%

 

3%

1%

2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%

9%

 

15%

 

5%

 

0%

2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%

10%

 

27%

 

11%

 

3%

2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%

43%

 

22%

 

28%

 

9%

2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%
2% 8% 3% 1% 9% 15% 5% 0% 10% 27% 11% 3% 43% 22% 28% 9%

48%

 

41%

 

19%

 

3%

Where

people

talked

Participate and Create are the only digital actions that generate conversation both online and offline. Proof that

% who talked Control 26% Engage 47% Contribute 55% Participate 53% Create 64% Face to Face

social media has influence

beyond the digital space.

% who talked Control 26% Engage 47% Contribute 55% Participate 53% Create 64% Face to Face

Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010.

Presentation by:

% who talked Control 26% Engage 47% Contribute 55% Participate 53% Create 64% Face to Face

How much they talked.

 
How much they talked.
How much they talked.
How much they talked.
How much they talked.
How much they talked.
How much they talked.
How much they talked.
How much they talked.
How much they talked.
How much they talked.

The number of conversations per 100 consumers.

 
The number of conversations per 100 consumers.
The number of conversations per 100 consumers.
The number of conversations per 100 consumers.
The number of conversations per 100 consumers.
The number of conversations per 100 consumers.
The number of conversations per 100 consumers.
The number of conversations per 100 consumers.
The number of conversations per 100 consumers.
The number of conversations per 100 consumers.
The number of conversations per 100 consumers.
The number of conversations per 100 consumers.
The number of conversations per 100 consumers.
The number of conversations per 100 consumers.
The number of conversations per 100 consumers.
The number of conversations per 100 consumers.
The number of conversations per 100 consumers.
The number of conversations per 100 consumers.
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How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
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How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
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How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
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How much they talked. The number of conversations per 100 consumers.
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How much they talked. The number of conversations per 100 consumers.
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How much they talked. The number of conversations per 100 consumers.
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How much they talked. The number of conversations per 100 consumers.
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How much they talked. The number of conversations per 100 consumers.
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How much they talked. The number of conversations per 100 consumers.
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How much they talked. The number of conversations per 100 consumers.
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How much they talked. The number of conversations per 100 consumers.
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How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
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How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.
How much they talked. The number of conversations per 100 consumers.

Control

42 conversations out of 100 consumers

How much they talked. The number of conversations per 100 consumers. Control 42 conversations out of

Engage

110 conversations out of 100 consumers

How much they talked. The number of conversations per 100 consumers. Control 42 conversations out of

Contribute

123 conversations out of 100 consumers

How much they talked. The number of conversations per 100 consumers. Control 42 conversations out of

Participate

260 conversations out of 100 consumers

How much they talked. The number of conversations per 100 consumers. Control 42 conversations out of

Create

270 conversations out of 100 consumers

Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010.

Social media actions generated

 
     
 
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
 
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
 

nearly 2.5 times more conversations

 
nearly 2.5 times more conversations
nearly 2.5 times more conversations
nearly 2.5 times more conversations
nearly 2.5 times more conversations
nearly 2.5 times more conversations
nearly 2.5 times more conversations
nearly 2.5 times more conversations
nearly 2.5 times more conversations
nearly 2.5 times more conversations
nearly 2.5 times more conversations
 
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement

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Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement

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Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
 
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
     
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
 
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement
Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement