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BizReport : Loyalty Marketing : January 08, 2010

PostRelease: Active forum users engaged and influential

According to a survey released this week by forum ad network company PostRelease, those who contribute to online forums are overwhelmingly more engaged in influential activities than people who don't use forums.

by Helen Leggatt

postrelease logo.jpgForum users are 3.5 times more likely to proactively recommend a particular purchase to someone else, 3.5 times more likely to share links about new products, 4 times more likely to post online ratings and reviews, and almost twice as likely to share advice offline and in person based on information they've read online, according to PostRelease's recently released survey.

"People on product-related online forums are ripe audiences for product-specific messages and offers - as our results prove time and again," said Justin Choi, founder and president of PostRelease, commenting on a campaign developed for Pioneer that generated a 60% click through rate. "Consumers visit these types of forums expressly to discuss products, so they're open to relevant sponsored messages and they're more likely to respond."

In addition, those contributing to online forums are 10 times more likely than non-contributors to publish a blog and 9 times more likely to take an active role in organizing an offline event or "meet" for forum members.

Forum posts have longevity, too. Analysis of PostRelease's campaigns shows the effectiveness of individual posts increases over time with response rates growing to as much as 70% six months later. Why? Because people can discover those sponsored message posts directly from search engines.

Tags: forum, influential users, PostRelease, response rates, sponsored posts, word of mouth

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