Beyond the EU: DORA and NIS 2 Directive's Global Impact
Presentación de Irfan Kamal SVP and Global Head of Data, Analytics and Products
1. How to Build a Passion Brand
(and Why It is a Breakthrough Strategy)
Insights from the 2013 Social@Ogilvy Global Brand Advocacy Study
PRESENTED AT IAB CONECTA 2013 by IRFAN KAMAL
2. 2
Goals
• 3 Goals for Session
– Consumer behavior has changed but we have not fully adapted
– I now have a new framework and tools to harness this change to
reach them even more effectively than I ever did before
– And, I know a couple of very specific ways I can starting doing
that as soon as I leave this event
7. 7
• In 2011 Social Engagement was still in its ascendance but we still saw almost 4%
of audiences in Brazil and China & around 2.8% in Mexico engaging with Brands
online
Mexico in top 3
• Social Engagement in Mexico is 75% higher than the USA
9. 9
Our next-5 year
approach to drive
large gains in ROI?
Dramatically increase reach and effectiveness
by:
1. enabling and
2. inspiring
your customers and purchase influencers to
talk positively about and recommend your
brand
This is brand advocacy.
11. 11
The gain potential is
huge compared to
other investments
• Consumers exposed to social content, by itself or in conjunction with other
media, are up to 7x more likely to spend or consume more product (Ogilvy)
• Word of mouth accounts for up to 80% of the reach of marketing campaigns
(WOM amplifies paid reach by up to 4x) (Purchased)
• Based on telecom co. experiments, social media program ROI exceeded that
of traditional marketing (McKinsey)
SOURCES: Demystifying Social Media, McKinsey 2012; Does Investing in Social Media Create Business
Value, Ogilvy 2011; Internal research from Purchased
18. 18
What drives
advocacy?
• Which drives the most advocacy?
1. Features (rational)
2. Benefits (emotional)
3. Cost/deals/savings
4. Ads
5. Customer service
26. 26
So, what to make of
all of this? 4 steps
1. Understand your brand’s overall advocacy drivers (by market)
2. Create messaging & content approach by identifying very specific
customer segments and topics driving advocacy within each
segment
3. Create separate advocacy programs based on customer value
segments
4. Track progress