Working, as we do, with clients in the Scotch whisky space, we wanted to do some digging to find out how successful the leading brands are at interacting and engaging with their fans in a meaningful way. Whisky aficionados are a passionate lot; they love to talk about their favourite expressions, any collectibles they might own or covet, and any new expressions they’re keen to try.
Consumers are keen to get involved in conversations and debates, but for the most part it would seem to be a one-way street.
The question for us was – are these brands talking back? Working with behavioural scientist, Dr Jillian Ney, we commissioned a Brand Watch report into the conversations that were happening around the topic of whisky on Twitter. We looked at some key areas, including:
- Brand’s share of voice on Twitter
- Consumer’s purchase intent
- Consumer conversations
- Brands who engage with their consumers versus those who don’t
The results proved to be very interesting and indicated that brands have a lot of work to do in order to leverage the opportunities for meaningful consumer interaction in the social space. Consumers are keen to get involved in conversations and debates, but for the most part it would seem to be a one-way street.
While most brands are getting it right when it comes to sharing content, very few are actually interacting with the people buying their whisky! Are they missing a pretty obvious trick here? We think so. In our infographic, we go into more detail on the results as well as the insights gleaned.
To download the full infographic, just fill in your details below. We’d love to hear your thoughts on the subject too so feel free to Tweet us @PilotFishMedia @DrJillianNey and give us your take on the research.
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