COLLOQUY Research Shows Social Media for Brand Conversations On the Rise


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Word-of-Mouth Champions Twice as Likely to Recommend a Brand Via Digital

CINCINNATI (October 8, 2013) – New word-of-mouth (WOM) research from
COLLOQUY shows Americans are increasing their use of social media for
discussions about favorite brands, while slowing down on face-to-face and
phone conversations about product likes and dislikes.

Social media brand recommendations have grown 4% since COLLOQUY conducted
survey research in 2011 on the WOM habits of U.S. consumers, while
face-to-face recommendations have declined 4% in that time period.

COLLOQUY’s latest WOM insights are featured in a report titled Hashtags,
Tweets and Likes: Nurturing Digital Word-of-Mouth Engagement. The report,
available free of charge at, is authored
by COLLOQUY Research Director Jeff Berry. COLLOQUY is the research arm of
LoyaltyOne, a global provider of loyalty and marketing programs.

In previous WOM research, COLLOQUY coined the term WOM Champions to describe
the select group of consumers who are most loyal to, engaged with and
willing to recommend brands. In Hashtags, Tweets and Likes, Berry says WOM
champions are driving the move to social media.

This particular group is almost twice as likely to recommend brands via
digital channels compared to the general population, according to the 2013
research. In fact, six out of ten WOM Champions use social networking
communities to recommend or discuss products and services, the latest
research shows.

“Brands that want to spread the digital word should engage WOM champions
found in their loyalty programs,” Berry said. “That will be done most
effectively by focusing on young adults, women and Hispanics, the segments
with the most WOM champions,” he said.

Berry based his recommendation on COLLOQUY research results showing that
among young adults who participate in loyalty programs, 40% are WOM
Champions. Close behind are women at 38% and Hispanics at 37%.

In another key finding from Hashtags, Tweets and Likes, nearly half of the
general population believes social networks are an inappropriate way for
brands to interact with customers. But that sentiment isn’t shared across
the board. The research shows that 73% of the youth segment said it is

COLLOQUY’s 2013 WOM study is based on a June 2013 survey conducted among a
representative general population group and five other segments. The
segments are affluent consumers, young adults, seniors, core women and
Hispanics. Results are based on responses from 2980 U.S. survey


COLLOQUY is a publishing, education and research practice that brings
together more than 50,000 loyalty practitioners from around the world. The
go-to resource for loyalty intelligence since 1990, COLLOQUY engages and
educates loyalty marketers with its magazine, weekly e-newsletter, and
timely and comprehensive loyalty-marketing website, COLLOQUY
delivers industry-leading loyalty benchmarking reports and educational
workshops, webinars and speeches. The COLLOQUY Summit is the premiere annual
loyalty event where innovative loyalty strategies worldwide are recognized
with the COLLOQUY Loyalty Awards. Advertising, sponsorship and publishing
opportunities are available via the COLLOQUY Network, a global partnership
of loyalty service providers. COLLOQUY is an independently operated division
of LoyaltyOne. To learn more, visit

About LoyaltyOne:
LoyaltyOne is a global leader in the design and implementation of coalition
loyalty programs, customer analytics and loyalty services for Fortune 1000
clients around the world. LoyaltyOne’s unparalleled track record delivering
sustained business performance improvement for clients stems from its unique
combination of hands-on practitioner experience and continuous thought
leadership. LoyaltyOne has over 20 years history leveraging data-driven
insights to develop and operate some of the world’s most effective loyalty
programs and customer-centric solutions. These include the AIR MILES Reward
Program, North America’s premier coalition loyalty program and a working
partnership with Latin America’s leading coalition program, dotz. LoyaltyOne
is also the owner of COLLOQUY, a group dedicated to research, publishing and
education for the global loyalty industry.
LoyaltyOne is an Alliance Data company. For more information, visit

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