Offline vs. Online Buzz - A Study in Contrasts

Keller Fay has just released a broad-based diary study of where buzz takes place - the results are interesting. Of the 3.5 billion conversations that take place everyday in America - presumably 350 million in Canada (or just over 20 per person per day):

- 92% of WOM conversations take place offline ( 75% in person , 17%  by phone)
- Offline WOM conversations are 80% of the youngest group's totals and 97% of the oldest groups
- Offline WOM advice is seen as more credible to online - 59% vs 29%
- Offline WOM advice is seen as more positive - 65% and 23% positive- to-mixed/negative ratio vs. online's 59%-to-30%
- Offline WOM leads to stronger purchase intent - 50% to 43%

It's an interesting paradox given all the news and hype that we get about social media, virtual worlds, and social networks that more than 9 out of every 10 word of mouth conversations are still offline. However, it doesn't mean a smart WOM campaign leaves online aside.

Here's why:
- online WOM conversations tend to start broader conversations offline
- online WOM conversations are more efficient to build
- online WOM conversations can be more effectively orchestrated with greater predictability
- online WOM conversations carry a trail of influence more easy to monitor
- online WOM conversations are permanent/offline are more fleeting
- online WOM conversations have an influence on search rankings
- online WOM conversations are seen by more people

Our company, Agent Wildfire, subscribes to the notion that if we are to be the WOM experts - we need to live in both worlds where conversations exist - online and offline and thus, we act as one of the only full service WOM service firms in North America. Quoting the promoter in the movie Blues Brothers "oh, we play both types of music: country AND western."