BBCs are BMOCs in Digital Brand Engagement: A study of U.S. consumer engagement with brands online by JWT/OgilvyAction and EXPO finds that 80% of shoppers are digitally engaged with brands in some way.
However, some consumers, termed “Brand Connected Consumers” (BCCs), are more connected than others, and have a greater impact on public opinion and potential sales of a brand. The study focuses on this group, which represents about one in four consumers.
When BCCs are satisfied with their digital interaction with a brand, they are more likely to recommend the brand, with four in ten reporting purchasing more of the brand’s products or services.
Although the majority of posts are positive, when BCCs do post a negative comment, it goes unanswered by brands more than half (56%) of the time. Seven in ten shoppers report that they stop buying the brand in these cases.
BCCs are most likely to seek and post information to and about retailers and consumer packaged goods brands.
Source: JWT/OgilvyAction and EXPO
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