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Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
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Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy

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Every day people have millions of conversations about brands around the world. Many of these are advocacy mentions that help brands significantly amplify their marketing. Research suggests that up to …

Every day people have millions of conversations about brands around the world. Many of these are advocacy mentions that help brands significantly amplify their marketing. Research suggests that up to 80% of reach from marketing campaigns now comes from network amplification through advocacy. This means brands that can’t generate substantial advocacy will simply pay more to market less efficiently than those who make advocacy a brand priority. In his session at Social Data Week, San Francisco, John Bell, Global Managing Director for Social@Ogilvy, will share the surprising new study revealing what consumers care about most and how brands can build passionate advocacy.

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  • The CMO of a global hotel brand is suffering from a Social Advocacy Gap. And it will cost her business and put her behind your competition.  She has high favorability scores, tremendous brand satisfaction but if she is not inspiring people to share and advocate for her brand, she is missing one of the most persuasive purchase drivers and the ingredient that can give her big marketing efficiencies…
  • What is the gap? Put it this way, one top hotel brand in our study found they had great, awesome even brand satisfaction scores. Their guests really liked, even loved, staying there.
  • But only 1 in 100 hotel stays generated a positive mention online. Satisfied guests not telling their friends and social connections. That’s a gap. A big gap.  And we are here to tell you how to close it.
  • The story starts not just with hotels. It starts with a study looking at over 7 million social brand mentions in China, Brazil, the UK and the US. We looked at 22 brands across 4 categories.  We wanted to know precisely why people shared about different brands in different countries. What drove brand advocacy?
  • Casual brand advocacy happens every time a Facebook fan shares a clever brand graphic from your newsfeed. Or when they silently retweet a brand video link.  Passionate advocacy is a gush, a recommendation, a 4-star review, an enthusiastic thumbs up for the brand and the products it sells. When asked for a recommendation on a new car, a passionate advocate leans forward enthusiastic about his new Ford Fusion with MyTouch technology.  One is causal and implied endorsement. The other is personalized and explicit.  There’s a world in between.  And it all matters.
  • Imagine if you could get every customer you have today to gain a new customer by passionately recommending your product or service.  You would double your sales. Okay – add whatever filter you would like…..what if 40% of them did it or even 10%?
  • Imagine if you could get there by a spending less than your competitor.  If you could increase the efficiency – better result, lower spend – by adding social advocacy to your marketing mix, wouldn’t you do it?
  • The Global Brand Advocacy Study
  • Of the 22 brands we looked at, the five with the highest % advocacy included 2 hotels, 2 skin care brands and 1 fashion retailer. And one instant coffee brand came in among the top 10. It’s a myth that people only advocate in specific categories
  • The majority of brand mentions were casual. In the US, only 2 brands out of 22 had had over 50% of mentions falling in the most enthusiastic advocacy category for both brands (love, excitement, must-do/buy). Interestingly, those 2 brands had more enthusiastic advocacy than movies like blockbuster movies like Avengers and Hunger Game
  • The majority of brand mentions were casual. In the US, only 2 brands out of 22 had had over 50% of mentions falling in the most enthusiastic advocacy category for both brands (love, excitement, must-do/buy). Interestingly, those 2 brands had more enthusiastic advocacy than movies like blockbuster movies like Avengers and Hunger Game
  • We looked at advocacy mentions of ads, benefits, features, cost/deals and customer service. In all markets, features like characteristics of skin cream, mentioned most. Mentions of ads/commercials typically garnered the fewest mentions. There were some exceptions: for the Coffee category in Brazil, deals and savings were a bigger driver In the Skin Care category in China, there was about as many mentions of ads as references to features
  • Advocacy mentions represented about 15% of all brand mentions, with the remainder being either neutral or negative mentions. However, when we dove deeper into the US hotel category, for instance, we found less than 1 advocacy mention per 100 stays. With some of the studied hotels reporting guest satisfaction scores of 80% or more, there’s clearly a large social advocacy gap: the vast majority of people satisfied with their experience aren’t advocating online.
  • Advocacy mentions represented about 15% of all brand mentions, with the remainder being either neutral or negative mentions. However, when we dove deeper into the US hotel category, for instance, we found less than 1 advocacy mention per 100 stays. With some of the studied hotels reporting guest satisfaction scores of 80% or more, there’s clearly a large social advocacy gap: the vast majority of people satisfied with their experience aren’t advocating online.
  •  To drive passionate advocacy, know and focus on your fans’ true advocacy (not satisfaction) inspirations
  •  Identify and use your brand’s differentiated advocacy drivers
  • China +AdvertisingProduct features were the number one driver of advocacy in every country studied, and deserve to be the key focus of global advocacy programsBrazil +Cost. While features should be the key messaging, market-level and brand-level data can help further refine the precise execution. For example, a skin care brand might also consider Brazil’s relatively greater mentions of cost or China’s relatively greater mentions of ads when designing the specifics of the program.
  • Brands who really want to strengthen advocacy need to implement a quantitative advocacy tracking index. A simple positive/neutral/negative tracking system does little to help understand the degree of recommendation around a brand. Leading brands should pursue a more advanced scoring system to look at the ability to increase advocacy over time, identify key drivers by brand, and evaluate differentiators between brands.
  • Think about increasing advocacy impact in 3 ways: volume, passion and reach. To drive volume, map out customer touchpoints and make it easy for advocacy to happen at any touchpoint. To increase passion levels, use a process that identifies and encourages passionate customers to share more. As an example, we use the Advocacy Pyramid Framework to help brands customize advocacy programs based on value and brand passion. To amplify reach, use owned, earned and paid channels, including influencer engagement, employee communications, social content, websites, ads and email/CRM.
  • The CMO of a global hotel brand is suffering from a Social Advocacy Gap. And it will cost her business and put her behind your competition.  She has high favorability scores, tremendous brand satisfaction but if she is not inspiring people to share and advocate for her brand, she is missing one of the most persuasive purchase drivers and the ingredient that can give her big marketing efficiencies…
  • Advocacy mentions represented about 15% of all brand mentions, with the remainder being either neutral or negative mentions. However, when we dove deeper into the US hotel category, for instance, we found less than 1 advocacy mention per 100 stays. With some of the studied hotels reporting guest satisfaction scores of 80% or more, there’s clearly a large social advocacy gap: the vast majority of people satisfied with their experience aren’t advocating online.
  • Transcript

    • 1. How to Build a Passion Brand A Look at the 2013 Global Brand Advocacy Study John Bell Global Managing Director | Social@Ogilvy August 2013
    • 2. Should our CMO invest in advocacy?
    • 3. Roll Video “H264-Bell-SocialOgilvy_v2.mov”
    • 4. Imagine if you could get every customer you have today to gain a new customer by passionately recommending your product or service
    • 5. Imagine if you could get there by spending less than your competitor
    • 6. Advocacy can occur anywhere; no category is too “boring” Hotels # 1, 3 Skincare # 2, 5, 6 Fashion Retailer # 4, 9 Coffee # 7, 10
    • 7. It's a lot rarer (and harder) to get truly passionate advocates
    • 8. China boasts the highest level of brand advocacy
    • 9. The largest driver of advocacy was product features
    • 10. Advocacy Drivers by Country
    • 11. Brands have an enormous social advocacy gap
    • 12. How do we close the Social Advocacy Gap and build passion brands?
    • 13. RECOMMENDATION: To drive passionate advocacy, know and focus on your fans’ true advocacy (not satisfaction) inspirations
    • 14. RECOMMENDATION: Identify and use your brand’s differentiated advocacy drivers
    • 15. RECOMMENDATION: For global relevance, emphasize product features
    • 16. RECOMMENDATION: Move beyond the blunt metric of “sentiment” to tracking advocacy levels Quality #1 Quality #2 Quality #3 Quality #4
    • 17. RECOMMENDATION: Encourage and enable advocacy everywhere To drive VOLUME, map out customer touchpoints and make it easy for advocacy to happen at any touchpoint. To increase PASSION levels, use a process that identifies and encourages passionate customers to share more. To amplify REACH, use owned, earned and paid channels. Casual Passionate VIP Paid Owned Earned
    • 18. Should our CMO invest in advocacy? Would you?
    • 19. Connect with me John Bell Global Managing Director | Social@Ogilvy john.bell@ogilvy.com Blog. johnbell.typepad.com Twitter. @jbell99 A Great Thanks to our Partners:
    • 20. Advocacy Drivers by Country

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