The State of Public Discourse to Forecast Individualism, Fairness and Innovation as Key Values for 2015
TORONTO, June 17, 2014 /CNW Telbec/ - Customer experience agency Sonic Boom Creative Media has teamed up with social networking service reddit to launch The State of Public Discourse, a consumer trends report based exclusively on data sourced from online conversations. The report will be released during the North by Northeast Festival & Conference in Toronto on Tuesday, June 17, 2014.
The State of Public Discourse report will provide Canadian brands and organizations with an overview of the key findings surrounding consumer beliefs and values that are forecast for 2015. The report's findings are based on a unique analysis of thousands of public conversations by Canadians on reddit.com over the past year. One of the most influential communities online, reddit drew over 731 million Unique Visitors from across the globe in 2013, including over 7.4 million Canadians.
In developing the report, researchers from Sonic Boom analyzed over 20,000 public online conversations on reddit across such diverse topics as politics, brands, pop culture, technology, pharmaceuticals, food, entertainment and telecommunications. The analysis revealed three key criteria against which consumers are expected to qualify brands, organizations and corporations in 2015:
- Individualism: Brands and organizations that allow people to express themselves, and establish authentic connections with others in the community, will be revered.
- Fairness: Consumers will go to great lengths to evaluate a company's ability to demonstrate a commitment to fair and ethical business practices.
- Innovation: As the world becomes increasingly connected, brands and organizations that can demonstrate an aptitude for science-based innovation will have an edge in gaining favour with consumers.
By placing its focus on consumer values, The State of Public Discourse will be an invaluable tool to help organizations get at the heart of the beliefs and values of their audience. The report will outline a set of recommendations for how to apply the findings to communications strategies both in the short and long term.
"In order for an organization to build authentic relationships with consumers, they must be aligned with their value systems. The Web has become the most important source of data to identify and define these values," said Ujwal Arkalgud, Vice President, Strategy at Sonic Boom and the report's lead author. "We now have an incredibly rich pool of online data to understand the evolving nature of people, their perceptions of, and expectations from brands.
Thanks to our exclusive partnership with reddit, we have been able to identify a wealth of information that sheds new light on Canadian consumer behavior."
The partnership with Sonic Boom marks the first time that reddit has been invited to work hand-in-hand with an agency on a comprehensive trends report based on reddit data.
"Sonic Boom's research methodology applied to the public posts of redditors, showcases some amazing insights into the beliefs and value systems of our audience, and helps display the diversity and vibrancy of the reddit community, particularly across Canada," said Erik Martin, General Manager of reddit.
The State of Public Discourse will be available starting today - June 17, 2014 - on SlideShare and on beliefbasedconsumption.com.
About Sonic Boom
Located in Toronto and Montreal, Sonic Boom Creative Media is the digital subsidiary of NATIONAL Public Relations, Canada's largest communications consulting firm.
Since 1998, Sonic Boom has partnered with leading global brands on a wide array of digital mandates. Bringing together experts from the creative, technology, and business strategy fields, Sonic Boom offers interactive, insightful, efficient, and innovative solutions to various clients across Canada and abroad. Recent work includes acting as the social media agency of record for Ford Motor Company of Canada, as well as ongoing work supporting clients like Health Canada, Pfizer, GE, Hoffmann La Roche, Kohler, and Vaughan Mills.
www.sonicboom.com / www.beliefbasedconsumption.com
About reddit
reddit was founded by Steve Huffman and Alexis Ohanian in 2005, and is an online community where users submit, vote, and comment on content, stories, and discussions. The hottest stories as determined by the community through discussions and voting rise to the top of the site, while cooler stories sink. Anyone can create a community (called a "subreddit"); each subreddit is independent and moderated by a team of volunteers. reddit is open source, and community members are constantly tinkering and contributing features and translations back to the site. In January 2014, reddit received more than 5.8 billion page views and more than 112 million Unique Visitors. In addition, reddit also hosts the world's largest gift exchange as listed in the Guinness Book of World Records through redditgifts.com, and features video and original programming through reddit.tv. For more information visit http://www.reddit.com/about.
SOURCE: Sonic Boom Creative Media
Marc Holmes
NATIONAL Public Relations
(514) 843-2373
[email protected]
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