Presentación de Irfan Kamal SVP and Global Head of Data, Analytics and Products

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Presentación de Irfan Kamal en IAB Conecta 2013

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Presentación de Irfan Kamal SVP and Global Head of Data, Analytics and Products

  1. 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. 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
  3. 3. 3 It used to be simpler
  4. 4. 4 More channels = harder to market Harder to break through today
  5. 5. 5 Trusted Most
  6. 6. 6 Social Engagement is High
  7. 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
  8. 8. 8 There’s a better way
  9. 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.
  10. 10. 10 Here’s an example of brand advocacy in action
  11. 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
  12. 12. 12 Two components of advocacy
  13. 13. 13 volume
  14. 14. 14 Passion passion
  15. 15. 15 The largest study to date of global brand advocacy 7 million data points 20+ brands 4 categories 4 countries
  16. 16. 16 What do people really think about sharing?
  17. 17. 17 What are some specific examples?
  18. 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
  19. 19. 19 What drives advocacy?
  20. 20. 20 The US must have the most vocal brand advocates, right?
  21. 21. 21 What about passion?
  22. 22. 22 My category can’t possibly generate advocacy
  23. 23. 23 True passion is tough, but can be done
  24. 24. 24 Here’s the 10 top without movies
  25. 25. 25 Big picture: Vast majority of brands are failing
  26. 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
  27. 27. 27 1. Find where you stand out against the category
  28. 28. 28 2. Then dig deeper into advocacy drivers by segment
  29. 29. 29 3. Implement multiple advocacy platforms and programs based on segment and value
  30. 30. 30 4. Track progress
  31. 31. 31 Further information: Oscar Rojas, Head of Social@Ogilvy Mexico, oscar.rojas@ogilvy.com , twitter @amenazza Irfan Kamal, Global Head, Data, Products & Partners, Social@Ogilvy, twitter @irfankamal Gracias!

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