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Field Guide to Brand Advocates
 

Field Guide to Brand Advocates

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    Field Guide to Brand Advocates Field Guide to Brand Advocates Presentation Transcript

    • Brand Advocates:A Different Breed
      People who habitually share info on the products they use
      2
      • Very different than typical web users
      • They are a different breed
      • Here is their story
    • Today’s Presenters
      Malcolm Faulds
      SVP Marketing
      Brian Cavoli
      Director of Marketing
      Submit Your Questions for
      Discussion After the Presentation
      Share your thoughts
      #bzzagent
      3
    • Social marketing company that accelerates word of mouth to drive sales
      • Established in 2001
      • Powered by 800,000 volunteer consumers
      • Focusedon intersection of product innovation and social media
      • DeepCPGexperience
      • Heavily invested in WOM analytics
      4
      About BzzAgent
      4
    • Now Part of dunnhumby
      • Acquiredby dunnhumby, a division of Tesco
      • Global leaderin building brand value for consumer goods and retail companies
      • Collect shopper datafrom 350 million+ to personalize experience with retailers and brands
      • Unites leaderin shopper marketing with word-of-mouth marketing pioneer
      5
    • CPG
      FOOD/BEV
      OTHER
      6
      Select Clients
      6
    • Source of Our Data
      • Survey of advocates and typical web users (age 18+)
      • BzzAgent represents advocates
      • Conducted by URI College of Business Administration
      • No compensation or incentive was offered or provided
      7
    • Key Attributes
      They want to solve problems
      Help people make better purchases
      They want to build their own brand
      Like to be acknowledged for it
      They have a strong influence on sales
      8
    • Prolific Content Creators
      Write and share more than twice as many online communications about brands as the typical Web user
      9
    • They influence opinions and purchases
      50% more likely to create a post that influences a purchase
      70% more likely to be seen as a good source of information
      Web Users
      Advocates
      73%
      If someone asked me- I could
      tell him/her where to shop
      59%
      67%
      My friends think of me as a
      good source of information
      39%
      65%
      People ask me for information
      about products
      39%
      57%
      People make purchases based
      on the information I provide
      38%
      Q. Indicate the extent of your agreement or disagreement
      (Respondents indicating “strongly agree”)
    • They influence opinions and purchases
      Brand advocates aren’t shy - strong opinions about products and where to buy them
      11
      Followers act on their recommendations
      Value them, take opinions seriously and ask for feedback
    • Lead frequent discussions about brands
      83% more likely to share information about products
      3 Times more likely to view it as relaxation
      Twiceas likely to be driven to contribute to the pool of info
      60%
      To stay in touch
      47%
      59%
      To get information
      41%
      56%
      To learn how to do things
      48%
      55%
      To make decisions
      39%
      54%
      To relax
      16%
      54%
      To provide others
      with information
      29%
      51%
      To contribute to a
      pool of information
      26%
      51%
      To solve problems
      40%
      Advocates
      50%
      To be entertained
      Web Users
      38%
      Q. How often do you communicate online about new products or to satisfy the following needs?
      (Respondents indicating “very often”)
    • Lead frequent discussions about brands
      Sharing is not an imposition – it is relaxation. Helping solve problems is a key motivator
      13
      Give them what they need – great content, personal attention and sneak peeks at what’s next
      Treat them like peers – let them see the passion you have for the product
    • Motivated to help others
      2.5 times more likely to use social to expand their social circles
      75% more likely to share a great product experience
      If a product disappoints, they are more likely to warn others
      83%
      I want to meet nice people
      32%
      83%
      I like to receive free products
      51%
      75%
      I like the incentives I receive
      for my communications
      32%
      73%
      I want to tell others about
      a great experience
      46%
      71%
      I want to help others with my
      own positive experiences
      49%
      68%
      I want to express my joy
      about a good buy
      39%
      Advocates
      Web Users
      Q. I communicate with others online because…
      (Respondents indicating “strongly agree”)
    • Motivated tohelp others
      They are very social, they want to meet new people and share good experiences
      15
      Make it easy to share your stuff, encourage it
      Keep it coming, this is not a one-time effort
    • Like being recognized for their insight
      150% more likely to value their perception as a good source of info
      It is important to me that
      61%
      people view me as a good
      24%
      source of info
      38%
      It is important to me that
      people recognize my efforts
      18%
      Advocates
      Web Users
      Q. Indicate the extent of your agreement or disagreement
      (Respondents indicating “strongly agree”)
    • Like being recognizedfor their insight
      Advocates are altruistic. They want to know they are being helpful – and recognized. Sharing is how they build their personal brand.
      17
      Celebrate them, feature their posts
      Give them exposure and the endorsements that help them build their brand
    • Prefer to share on social networks
      2X more likely to share on social networks
      4X more likely to use online feedback / discussion boards
      3X more likely to blog
      2X more likely to use Amazon and Twitter
      58%
      Social networking site
      27%
      53%
      Email
      39%
      43%
      eCommerce website
      22%
      28%
      Online feedback mechanism
      7%
      27%
      Discussion board or forum
      7%
      22%
      Instant messaging
      11%
      19%
      Micro-blog
      8%
      16%
      Blog
      5%
      16%
      Customer-created
      complaint site
      5%
      12%
      Video Blog
      5%
      Advocates
      Web Users
      Q. How often do you use the following platforms to send information
      about products, brands, sales or stores?
      (Respondents indicating “very often”)
    • Prefer to share onsocial networks
      When they share, they love all things social - especially social networks where they have much more reach than those relying on email.
      19
      Be where they are, engage them in their own environments
      Communicate as a peer – don’t hide behind your brand
      Check for FTC disclosure compliance
    • Reach a broader audience
      3 times more likely to share product information with an unknown participant
      71%
      Friend
      49%
      64%
      Relative
      42%
      37%
      Acquaintance
      19%
      29%
      Unknown online
      participant
      10%
      Advocates
      Web Users
      Q. How often do you communicate with the following individuals about products, brands, sales or stores?
      (Respondents indicating “very often”)
    • Reach a broader audience
      Altruistic personalities and heavy use of social media has benefits
      21
      They aren’t average consumers, give them special treatment
      Evaluate their influence to identify the ones making the greatest impact
    • Learn from Amazon and social networks
      Twice as likely to learn about products on discussion boards, online feedback sites and blogs
      67%
      eCommerce website
      56%
      62%
      Social networking site
      40%
      58%
      Email
      56%
      36%
      Discussion board or forum
      17%
      34%
      Online feedback mechanism
      16%
      22%
      Customer-created
      complaint site
      11%
      20%
      Instant messaging
      14%
      19%
      Blog
      8%
      19%
      Micro-blog
      9%
      19%
      Video Blog
      Advocates
      14%
      Web Users
      Q. How often do you use the following platforms to receive information about products, brands, sales or stores?
      (Respondents indicating “very often”)
    • Learn from Amazon and social networks
      Although they share on social networks, they learn on Amazon more often - endless source of reviews
      23
      Get early users on Amazon quickly to post reviews
      Understand what discussion boards appeal to experts
    • Understand new language of marketing
      31% more likely to understand “tweeting”
      23% more likely to understand “liking”
      87%
      Advanced Search
      80%
      84%
      PDF
      80%
      82%
      Friending
      69%
      80%
      Liking
      65%
      79%
      MP3
      75%
      72%
      Tweet
      55%
      Advocates
      Web Users
       
      Q How well do you understand the following computer and Internet-related terms?
      (Respondents indicating “fully understand”)
    • Understand new language of marketing
      Advocates are adaptive and up-to-date on technologies. They have a better understanding of the new terms in marketing.
      25
      Technology polarization is increasing
      Isolate your advocates and communicate with them differently
      Use the latest tools - check-ins, Facebook commerce, etc.
    • 3Xmore likely to discuss personal care products
      2.4X more likely to discuss children’s products
      2.2X more likely to discuss household products
      55%
      Food or dining
      32%
      49%
      Personal care or beauty
      16%
      49%
      Household products
      22%
      49%
      Home or home products
      24%
      49%
      Shopping, retail or apparel
      27%
      Advocates
      Web Users
      40%
      Technology
      22%
      38%
      Media or entertainment
      22%
      35%
      Beverages
      19%
      32%
      Health or healthcare
      19%
      27%
      Travel
      20%
      Talk about the products they use every day
      Q. How often do you provide online information about products, brands, or places to shop from the following categories?
      (Respondents indicating “very often”)
    • Talk about the products they use every day
      It’s not just the major purchases that get talked about, it’s the products they use every day
      27
      Focuson the right people
      Give them priority access to your latest product launches
    • Your Marketing Survival Kit!
      28
    • Survival Tips
      Engagewith them on their own turf
      Specialhandling is required
      High-qualitydiet is a must
      Keepyour eyes on the target
      Make it easyto hunt and gather
      29
    • Survival Tips
      Constantly build momentum
      Enforcethe rules
      Maketheir voices heard
      Gaugetheir impact on others
      Measuresales
      30
    • 31
      Hierarchy of Measurement Practices
      1.
      2.
      3.
      4.
      Surveys
      Couponing
      Marketing MixModeling
      Matched Panel
      Testing
      Options for Measuring Sales Impact Vary in Sophistication / Relevance and Should Be Selected According to the Marketer’s Business Situation
    • 32
      Submit Your Questions
    • Thank You
      Malcolm Faulds
      mfaulds@bzzagent.com
      Brian Cavoli
      bcavoli@bzzagent.com
      Additional Resources:
      about.bzzagent.com
      @bzzagent
      33