Field Guide to Brand Advocates

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Field Guide to Brand Advocates

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

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