How to build a global passion brand: Insights from the 2013 Social@Ogilvy Brand Advocacy Study
 

How to build a global passion brand: Insights from the 2013 Social@Ogilvy Brand Advocacy Study

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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. ...

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.

Social@Ogilvy analyzed 7 million brand social mentions across 4 countries (Brazil, China, UK, US) and 22 brands (with data from partners CIC, Salesforce Marketing Cloud, and Visible Technologies) to analyze the key drivers of advocacy. Find out more in this report or visit social.ogilvy.com/Advocacy2013

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  • Full Name Full Name Comment goes here.
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  • @tursipops Yes, I would argue they are both important and play at different points in the customer decision journey. Strong emotionally-driven content works to build awareness and emotional bonding with the brand. Advocacy-focused content is relevant across the entire journey, but seems to work especially well to build product preference and trial/sales.
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  • Isn't this interesting!...No one at Ogilvy thought to engage the commenters of their post! Do they really get social if they don't cover the basic bases?
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  • What an interesting study! I'm wondering how you think about squaring the recommendation here to focus on features against the emotional Dove 'Real Beauty' campaign Ogilvy created, which was 0% about features, 100% emotional. (and IMO very effective marketing)

    Do you think of them as taking up different spots in the marketing funnel? LIke awareness vs advocacy?
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  • Excellent presentation. Thank you for sharing these insights.
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  • Interesting study in terms of the low levels of formal positive gratification and emotional responses which resulted, with no specific product category standing out. Though difficult to measure the cultural differences that exist across the 4 countries studied and participant gender/age groups, is there a Generation Y effect of millenials simply reacting to a poor brand experience, as opposed to the overall +ve 'human word of mouth' advocacy effect that the earlier generations may have taken the time to communicate?

    This also raises significant questions for global brands,regarding the delivery and management of online customer service tactics long term, to improve the social advocacy gap & consumer loyalty behaviour?

    Does one to one human interaction still deliver a superior experience in the buying cycle - interest, trial and purchase as opposed to online experiences with no emotional or human interaction?
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How to build a global passion brand: Insights from the 2013 Social@Ogilvy Brand Advocacy Study How to build a global passion brand: Insights from the 2013 Social@Ogilvy Brand Advocacy Study Document Transcript

  • Irfan Kamal John Bell Insights from the 2013 Social@Ogilvy Global Brand Advocacy Study How to Build a Global Passion Brand
  • 3HOW TO BUILD A GLOBAL PASSION BRAND 2013 Table of Contents Executive Summary 5 What Brands Need to Know About Building a Passion Brand 6 Findings 7 5 Ways to Build Advocacy and Amplify Passion 12 In Depth: What Does Real Advocacy Look Like? 18 Detail: Advocacy Levels by Country & Category 19 Detail: Advocacy Drivers by Country & Category 20 Detail: Advocacy Intensity: A Look at Real Passion 24 What’s Different about Passion Leaders 25 Spotlight: Deep Dive into Drivers 26 Methodology 27 About Social@Ogilvy 30 Thank You to Our Study Partners CIC | Visible Technologies | Radian6 Contributors Luisa Lorente | Victoria Martins | Tim Parsons
  • 4HOW TO BUILD A GLOBAL PASSION BRAND 2013 People in China are more passionate about skin care brands than the latest action movie.
  • 5HOW TO BUILD A GLOBAL PASSION BRAND 2013 I n today’s digitally driven world, advocacy for a brand is just a like, tweet, pin, reblog or product review away. But what really drives social advocacy has been a relative mystery. Understanding how advocacy works is critical to driving real business value. It helps brands enable and amplify genuine, organic word of mouth, which translates into financial value. In fact, the data Ogilvy has collected suggests that social shares drive action at a rate as high as 10x that of paid impressions. The following study analyses almost 7 million brand mentions in 4 countries and reveals surprising insights on how people talk about the brands they love. These insights include two “passion brands” that generated more passionate advocacy than blockbuster movies and the unexpected #1 driver of advocacy: product features. Using this analysis, we have developed five recommendations to help brands build advocacy and amplify passion. Brands that do not generate substantial advocacy will need to pay more for reach and consequently have costs substantially higher than those brands that drive high advocacy. In an environment where costs to reach consumers continue to escalate, this advantage could make the difference between a company with outstanding shareholder returns and one that fails to perform. Executive Summary
  • 6HOW TO BUILD A GLOBAL PASSION BRAND 2013 What Brands Need to Know About Building a Passion Brand T o better understand what drives advocacy, and to look at the differences in sharing across categories and countries, Social@ Ogilvy undertook a comprehensive first-of-a-kind study. We looked at almost 7 million social media mentions of 22 brands (and 8 feature films) spanning 4 countries. We then analyzed the data to answer the following: ƒƒ What people talk about when they share their thoughts about brands: from features (rational), benefits (emotional), and cost (deals/ savings) to customer service and advertising ƒƒ What the degrees of advocacy are, from mere liking (“casual advocacy”) to enthusiastic support (“passionate advocacy”) ƒƒ How advocacy differs country by country
  • 7HOW TO BUILD A GLOBAL PASSION BRAND 2013 Findings FINDING 1 Where advocacy is concerned, features trump emotion. We looked at advocacy mentions of ads, benefits, features, costs and customer service. In all markets, features (e.g. the characteristics of skin cream) were the most often mentioned. In comparison, mentions of ads/commercials typically garnered the fewest mentions. ||||||||||||||||||||||||||||||| Exceptions included: the Coffee category in Brazil where deals and savings were the biggest driver; and the Skin Care category in China where there were about as many mentions of ads in advocacy posts as references to features.
  • 8HOW TO BUILD A GLOBAL PASSION BRAND 2013 FINDING 2 Advocacy can occur anywhere; no category is too “boring.” Of the 22 brands we looked at, the five with the highest advocacy percentage included 2 hotels, 2 skin care brands and 1 fashion retailer. One instant coffee brand came in among the top 10. This showed us that it’s a myth that people only advocate in specific categories.
  • 9HOW TO BUILD A GLOBAL PASSION BRAND 2013 FINDING 3 China boasts the highest level of brand advocacy. Overall advocacy rates can vary by as much as 50% between categories and as much as 5x between countries. China had the highest overall brand advocacy rate, coming in at about 30% of mentions vs. Brazil’s 6% and the UK and US’s levels of 12% and 13% respectively. China 30% Brazil 6% 300= 60= Fig. 1
  • 10HOW TO BUILD A GLOBAL PASSION BRAND 2013 FINDING 4 Few brands are driving true passion. For most brands, the majority of mentions were casual. In the US, only 2 brands out of 22 had over 50% of mentions falling in the most enthusiastic advocacy category (love, excitement, must-do/buy). Interestingly, those 2 brands had more enthusiastic advocacy than blockbuster movies like The Avengers and The Hunger Games.
  • 11HOW TO BUILD A GLOBAL PASSION BRAND 2013 FINDING 5 Brands have an enormous social advocacy gap. 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. 1 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. Not even movies have overcome this advocacy gap, with less than 1 advocacy mention per 100’ movie tickets sold in the US.2,3 1 Stays estimated based on publicly available occupancy and room counts, as reported in financial filings, news media statistics and Smith Travel Research data 2 Tickets sold estimated based on boxofficemojo.com US theatrical sales data for the period studied, and estimated 2012 average ticket price reported by the National Association of Theater Owners 3 There’s some undercounting here because we could only look at publicly visible advocacy mentions
  • 12HOW TO BUILD A GLOBAL PASSION BRAND 2013 RECOMMENDATION 1 To drive passionate advocacy, know and focus on your fans’ true advocacy (not satisfaction) inspirations. What drives passionate advocacy may not be the same thing that drives consumer satisfaction based on brand research. It’s important to build programs that emphasize real advocacy drivers. For example, we know that hotel advocacy tends to reference features. Using tools that help identify “clusters” of discussion, we notice that Holiday Inn’s breakfast tends to drive more advocacy than other hotels; in comparison, Kimpton’s bars are more often cited than those of other brands. This data can be useful as the inspiration point for creative/campaign messaging. More deeply, these insights can be used to inform changes in messaging and even products. 5 ways to build advocacy and Amplify Passion
  • 13HOW TO BUILD A GLOBAL PASSION BRAND 2013 RECOMMENDATION 2 Identify and use your brand’s differentiated advocacy drivers. Different brands often have distinct advocacy strengths – things people talk about most for that brand. Understanding and emphasizing that strength can help a brand stand out in the conversation. Two of the highest advocacy brands, even when compared to movies, were Kimpton and Kiehls in the US. What’s interesting, however, is that there are significant differences in what drives the higher levels of passion when compared to category averages: for Kiehls, it’s features while for Kimpton, it’s benefits and customer service. Look carefully at the brand and competitive set to determine what could be the most effective advocacy driver.
  • 14HOW TO BUILD A GLOBAL PASSION BRAND 2013 RECOMMENDATION 3 For global relevance, emphasize product features. Product features were the number one driver of advocacy in every country studied, and deserve to be the key focus of global advocacy programs. 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.
  • 15HOW TO BUILD A GLOBAL PASSION BRAND 2013 RECOMMENDATION 4 Move beyond the blunt metric of “sentiment” to tracking advocacy levels. 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. Ogilvy created its new Advocacy Index to track category-specific advocacy, including level of passion. This index can be customized to analyze specific brands, competitors and markets and be extended to integrate content metrics to provide both insights and progress measurement over time.
  • 16HOW TO BUILD A GLOBAL PASSION BRAND 2013 RECOMMENDATION 5 Encourage and enable advocacy everywhere. 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.
  • 17HOW TO BUILD A GLOBAL PASSION BRAND 2013 5 Ways to Close the Social Advocacy Gap. When we analyzed the US hotel category, we found less than 1 social 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 talking about it online. OPPORTUNITY Brand Satisfaction 80% Brand Advocacy 1% Recommendations 1 To drive passionate advocacy, know and focus on your fans’ true advocacy (not satisfaction) inspirations. 2 Identify and use your brand’s differentiated advocacy drivers. 3 For global relevance, emphasize product features. 4 Move beyond the blunt metric of “sentiment” to tracking advocacy levels. 5 Encourage and enable advocacy everywhere.
  • 18HOW TO BUILD A GLOBAL PASSION BRAND 2013 In Depth: What Does Real Advocacy Look Like? T here’s a common perception that advocacy is viral, big and relies heavily upon big ad campaigns like the latest Old Spice campaign or Super Bowl ads. In our research, we found there’s a high volume of advocacy driven by everyday experiences such as being delighted by a great product feature, an exceptional service experience or a good deal. In this study, we took an in-depth look at advocacy, analyzing both the level of advocacy and the driver of advocacy. For the level of advocacy, we looked at both the volume and intensity of the advocacy mentions. Intensity is what we refer to as the level of passion.4 To determine the drivers of advocacy, we evaluated advocacy mentions for their content. 4 The ratio of the most passionate advocacy mentions to all advocacy mentions
  • 19HOW TO BUILD A GLOBAL PASSION BRAND 2013 Coffee 14% 31 Fashion Retailers 12% 33 Hotels 13% 29 Movies 14% 45 Skin care 18% 39 140= 120= 130= 140= 180= 310= 330= 290= 450= 390= Passion (On a scale of 0-100, with 100 being the highest)Advocacy Advocacy Levels by Category Passion (On a scale of 0-100, with 100 being the highest) Brazil 6% 22 China 30% 18 United Kingdom 12% 43 United States 13% 49 60= 300= 120= 130= 220= 180= 430= 490= Advocacy Advocacy Levels by Country Detail: Advocacy Levels by Country & Category We found that, on average, about 15% of all brand mentions were advocacy mentions where the person expressed some positive comments about a brand.5 This differed across categories, ranging from 12% for fashion retailers and coffee, to 18% for skincare. Differences across countries were more pronounced, ranging from 6% for Brazil to 30% for China. While Brazil had a much lower overall advocacy % than China, its advocates were just as passionate. The home of the most passionate advocates was the US, with the UK a close 2nd . 5 Advocacy mentions include neutral mentions. For example, a simple announcement or mention with no specific personal context (e.g. “bought” or “stayed”) would qualify as neutral. A negative mention would not include advocacy-related keywords. The results by category in Figure 3 (above) were much more uniform, showing that advocacy is not constrained by category – it can happen in any industry. The passion levels varied a bit, with movies and skincare a bit higher than hotels and coffee. “There is nothing like a good pair of worn-in Levi’s…I just want to get rid of all my other skinny jeans and wear Levi’s for the rest of my life.”(USA) Fig. 2 Fig. 3
  • 20HOW TO BUILD A GLOBAL PASSION BRAND 2013 At the aggregate level, there were both differences and similarities in advocacy across countries. Figure 4 shows more detail and Figure 5 on page 21 provides a summary of some of the key observations from the data. Some of the country observations include: ƒƒ Features were consistently the largest drivers of advocacy mentions across countries ƒƒ In China, benefits were the #2 driver ƒƒ In Brazil, the UK and the US, cost was the #2 driver Detail: Advocacy Drivers by Country & Category China Ads Benefits Cost Features Customer Service 152= 163= 148= 448= 88= Avg. Value 15.2% 16.3% 14.8% 44.8% 8.8% United Kingdom Ads Benefits Cost Features Customer Service 79= 186= 241= 334= 160= Avg. Value 7.9% 18.6% 24.1% 33.4% 16.0% United States Ads Benefits Cost Features Customer Service 111= 197= 242= 330= 120= Avg. Value 11.1% 19.7% 24.2% 33.0% 12.0% Brazil Ads Benefits Cost Features Customer Service 145= 183= 230= 333= 109= Avg. Value 14.5% 18.3% 23.0% 33.3% 10.9% Advocacy Driver by Country “I went to Zara today... There are many beautiful clothes! And they are not too expensive.”(Brazil) “Man, today I confirmed it that this Dove Man Care really does have 48 hours of effectiveness.”(Brazil) “A cup of Nescafe in the morning, wakes me up and stay sharp all day long [sic] ” (China) Fig. 4
  • 21HOW TO BUILD A GLOBAL PASSION BRAND 2013 Features (Rational) Benefits (Emotional) Cost Customer Service Ads Brazil High Med-Low Med Low Low China High Med-Low Low Low Med-Low United Kingdom High Med-Low Med Med-Low Low United States High Med-Low Med Low Low Total Advocacy Driver Volume by Country* * High=30%+; High-Med=25-29.9%; Med =20-24.9%; Med-Low=15-19.9%; Low=14.9% or lessFig. 5 ƒƒ Customer service was more important in the UK while least important in China ƒƒ In the Ads category, UK mentions were least linked to ad mentions (while in China they were the highest) “River Island is an absolutely fantastic store both on the high street and on their website as I have never had any type of item off them that is faulty or had any problem…”(UK)
  • 22HOW TO BUILD A GLOBAL PASSION BRAND 2013 Advocacy Driver by Category Coffee Ads Benefits Cost Features Customer Service 123= 150= 258= 358= 111= Avg. Value 12.3% 15.0% 25.8% 35.8% 11.1% Fashion Retail Ads Benefits Cost Features Customer Service 74= 263= 169= 401= 92= Avg. Value 7.4% 26.3% 16.9% 40.1% 9.2% Hotels Ads Benefits Cost Features Customer Service 84= 161= 212= 385= 158= Avg. Value 8.4% 16.1% 21.2% 38.5% 15.8% Movies Ads Benefits Cost Features Customer Service 132= 164= 169= 459= 77= Avg. Value 13.2% 16.4% 16.9% 45.9% 7.7% Skincare Ads Benefits Cost Features Customer Service 192= 161= 234= 306= 108= Avg. Value 19.2% 16.1% 23.4% 30.6% 10.8% Fig. 6
  • 23HOW TO BUILD A GLOBAL PASSION BRAND 2013 Features (Rational) Benefits (Emotional) Cost Customer Service Ads Coffee High Med-Low High-Med Low Low Fashion Retailers High High-Med Med-Low Low Low Hotels High Med-Low Med Med-Low Low Movies High Med-Low Med-Low Low Low Skin care High Med-Low Med Low Med-Low Total Advocacy Volume Driver by Category* * High=30%+; High-Med=25-29.9%; Med =20-24.9%; Med-Low=15-19.9%; Low=14.9% or less Fig. 7 “Nescafe Rich Colombian instant coffee is deliciously cheap compared to dropping $20 a week at timmies [sic]. Best decision ever.”(US) “Shopping at HM last night, so sweeeeet [sic], super love the royal-blue shoes, and the skirt, green hot pants, Bravo! All look so amazing, feeling high all the night.”(US) ƒƒ Feature discussion was the highest driver of advocacy ranging from 31% to 46% of mentions. ƒƒ Cost advocacy for the coffee category was the highest of any of the categories studied. ƒƒ There’s a substantially higher mention of advertising among skincare advocacy mentions. But at 19% of mentions, it’s still quite a bit lower than the 31% attributable to discussions of features. ƒƒ Fashion retailers advocacy mentions refer more to the benefits around the shopping experience than the other categories studied. When we look at the categories, we see a similar pattern in what drives advocacy. Figure 6 shows the detail, and Figure 7 provides a summary, including:
  • 24HOW TO BUILD A GLOBAL PASSION BRAND 2013 Top 10 studied brands with the highest advocacy The top 10 brands with the highest passion Brand Sheraton Estee Lauder Kimpton Levis Olay Dove L’Oreal Nescafe Gap Starbucks 260= 240= 230= 210= 200= 180= 180= 150= 150= 140= Advocacy 26% 24% 23% 21% 20% 18% 18% 15% 15% 14% Passion 68% 63% 50% 49% 45% 44% 39% 37% 37% 34% Key Hotels Skin care Fashion Retailers Coffee 50= 50= 50= 50= Fig. 8 Fig. 9 Brand Kimpton Kiehls Folgers Banana Republic Olay Estee Lauder L’Oreal Levis Dove Zara Detail: Advocacy Intensity: A Look at Real Passion We took a look at high advocacy and the intensity of advocacy – to explore how often brands generated “brand passion,” as compared to simpler forms of advocacy such as check-ins or simple mentions of a brand. We looked at advocacy at different levels, including high, medium, low and total. We also looked at the ratio of high to total advocacy conversations (we refer to this as Passion). When we look at this from a “passion brand” lens1 , we see a slightly different ranking. If you compare Figure 8 to Figure 9, you can see how brands with the highest advocacy are not always the ones with the highest passion. 1 Calculated as % of advocacy mentions that fall into the highest level of advocacy, as defined in the Methodology section
  • 25HOW TO BUILD A GLOBAL PASSION BRAND 2013 Features (Rational) 33.0% 27.3% Benefits (Emotional) 18.0% 21.2% Cost 23.8% 23.7% Customer Service 20.8% 24.3% Ads 4.5% 3.5% 330= 180= 238= 208= 45= 273= 212= 237= 243= 35= Hotels avg (US) Kimpton Discussion breakout vs. category averages Hotels Kiehls Features (Rational) 29.8% 35.0% Benefits (Emotional) 16.6% 15.0% Cost 27.7% 24.8% Customer Service 7.1% 8.4% Ads 18.8% 16.8% 298= 166= 277= 71= 188= 350= 150= 248= 84= 168= Skincare avg (US) Discussion breakout vs. category averages Skincare Fig. 10 Fig. 11 What’s Different about Passion Leaders W hat about the “passion brands,” i.e. the leaders that generate either high passion or high advocacy (as % of mentions)? What do they look like relative to other brands? The following table compares discussion breakout vs. category averages for the two highest advocacy passion brands: Kimpton and Kiehls (US only). Kimpton Hotels over indexes in the hotel category on benefits and customer service. Conversely, they under index on advocacy associated with the more rational based features and advertising. Conversely, Kiehls over indexes in the skincare category for Features.
  • 26HOW TO BUILD A GLOBAL PASSION BRAND 2013 Keyword Hilton Holiday Inn Hyatt Marriott Sheraton Kimpton airport 1.94 1.83 1.67 1.84 1.77 N/A amenities N/A 1.33 0.83 N/A 1.41 1.64 area 1.39 2.11 1.08 1.92 1.79 1.61 bar 1.24 1.41 0.9 1.42 1.39 1.97 bathroom N/A 1.52 0.82 N/A 1.42 1.74 beach 1.71 1.36 1.45 2.15 2.05 N/A bed N/A N/A 0.84 N/A N/A 1.66 boutique N/A N/A N/A N/A N/A 1.8 breakfast 2.25 3.15 1.72 2.32 2.22 N/A Keyword prevalence Fig. 12 With good advocacy analytic tools, we’re able to look competitively at brands to dig into the specific features that are being emphasized. For example, we looked at feature related keyword prevalence among US hotel brands. The numbers represent the relative presence of keywords within each brand’s advocacy mentions. For example, discussion of the bar and bathroom for Kimpton are higher than for its peers; similarly, breakfast at Holiday Inn generates more advocacy related discussions. Spotlight: Deep Dive into Drivers
  • 27HOW TO BUILD A GLOBAL PASSION BRAND 2013 W e created advocacy filters and worked with partners CIC, Visible Technologies and Radian6 to assess the advocacy content of approximately 7 million social media conversations around 22 brands and 8 feature films in four countries (Brazil, China, the United Kingdom and the United States) during the first 6 months of 2012. In some cases, there were differences in brands and feature films by country (the latter, based on theatrical availability during the study period). We looked at advocacy at different levels, including High, Medium, Low and Total. We also looked at the ratio of High to Total advocacy conversations (we called it Passion). Here are a few examples of the types of keywords used to create searches for each level: High Amazing; love; fabulous; awesome; perfect; incredible Medium Good; like; nice; decent; standard; reasonable Low Bought; purchased; picked up; tried; saw; stayed; went to We categorized advocacy drivers into the areas of Features (Rational), Benefits (Emotional), Cost (deals / savings), Customer Service, and Ads and Campaigns. Here are a few examples of the types of keywords used to create searches around each area for the hotel category (note that one mention may fall into more than one driver area): Features (Rational) Room size; amenities; location; cleanliness; food Benefits (Emotional) Refreshing; relaxing; peaceful; romantic; comfortable Cost Discounts; special offers; deals; coupons Customer Service Friendly; helpful; accommodating; efficient; enthusiastic Ads and Campaigns Ads; commercials; giveaway; Methodology
  • 28HOW TO BUILD A GLOBAL PASSION BRAND 2013 For feature films, we used a different categorization system. Features (rational) reflect directors, actors and other rational features such as plot, soundtrack or movie format; benefits (emotional) reflect emotions experienced during the movie; cost reflects prices; customer service reflects the customer service/shopping/attendance experience; ads and campaigns added in keywords related to trailers and previews. We made some adjustments to keywords to reflect differences across markets, while attempting to preserve comparability across the broader categories. This study looked at real world advocacy through the lens of social media mentions (text). It did not look at advocacy that occurs through the visual web (images and video). It also did not look at advocacy expressed via means other than publicly visible social comments.
  • 29HOW TO BUILD A GLOBAL PASSION BRAND 2013 About CIC CIC is China’s leading social business intelligence provider, enabling enterprises to fully leverage the power of social media and Internet Word of Mouth (IWOM) intelligence across an organization. Recent acquisition by WPP’s Kantar Media, the media research and insight division of Kantar, has strengthened CIC’s position and is a step towards expansion of its social offering across Asia Pacific. CIC will continue to provide social business intelligence from an objective, third-party perspective, to the world’s leading brands and agencies. Other language services are now available through the Kantar network. http:///www.cicdata.com About Radian6/ Salesforce Marketing Cloud Salesforce Marketing Cloud is the world’s only unified social marketing suite, organizations creating compelling social presences, amplifying content, tracking campaign ROI and ultimately driving real business results. Marketing Cloud allows businesses to make better decisions in marketing, sales and service and in decisions that will impact the bottom line. This is used to empower brands to turn insights into action, and connections into Customers for Life™. http://www. salesforcemarketingcloud. com/ About Visible Technologies Visible’s social monitoring, analytics and engagement platform and expertise help businesses analyze social media conversations to better understand consumer preferences, market dynamics, competitive strengths and weaknesses and other information critical to a company’s reputation and brands. Visible’s insights and ability to connect with customers on social channels enables brands to rapidly gauge effectiveness of their existing programs and optimize in real time leading to greater ROI, increased marketing effectiveness, improved customer satisfaction and brand loyalty. www.visibletechnologies. com, @visible extensive experience in text analytics, natural language processing, machine learning, and information retrieval. And because of Visible’s considerable human labeling practice, ou scientists have access to an extensive set of sentiment data. Bellevue (Headquarters) 3535 Factoria Blvd SE Suite 400 Bellevue, WA 98006
  • About Social@Ogilvy S ocial@Ogilvy is the largest social media marketing communications network in the world. Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, the practice leverages social media expertise across all Ogilvy & Mather disciplines, offering an extensive list of services within the foundational business solutions -- Listening and Analytics; Social Business Solutions; Social Media Marketing and Communications; Social Shopping; Social CRM; Social Care; and Conversation Impact™