As you're no doubt aware, word of mouth is the most influential form of brand awareness, with people far more likely to trust the recommendations of friends over ad campaigns and/or brand messaging. And in the social media age, word of mouth has taken on a whole new level of precedence, with everyone able to broadcast their thoughts online, at any time, and on anything.

Given the increased reach of word of mouth, sparking such discussions should be a key consideration for all brands. But how can you do it? How can you get your audience sharing their thoughts about your business, and boost both advocacy and awareness?

That's the focus of the latest book from Jay Baer and Daniel Lemin. The book is called 'Talk Triggers' and it looks at how brands can build effective strategies to help generate customer conversations. 

According to the Talk Triggers website, "word of mouth is directly responsible for 19% of all purchases, and influences as much as 90%". Further underlining this, the Talk Triggers team have commissioned a report on what influencers consumer actions. You can download the full report here, or check out a summary of some of the key findings in the below infographic.