SlideShare a Scribd company logo
11-country survey defines true brand advocates using
the Net Promoter Score® methodology
Identifying Social Media’s
Global Brand Promoters
2
Followers are important.
But it’s the rare promoters who will carry
on your brand voice and influence others.
Brands around the world are devoting time and money to turn “likes”
into leads on social media. However, not all consumers who follow
brands are true advocates. So what distinguishes those who simply
“like” brands from those who will actively promote products and
services on social media?
To find out, Social@Ogilvy and SurveyMonkey ran a global, 11-country
survey of more than 5,500 social media users to distinguish supporters
and sharers from promoters, and identify what it takes to seek out true
brand advocates.
Companies often track their Net Promoter Score® (a metric used
to determine customers’ likelihood of recommending a product or
service) and their social media usage in silos. The following research
examines the intersection between the two by highlighting a specific
group: social media brand promoters.
Social media users across all markets universally engage with brands:
84 percent report they “like” or follow a brand or product, and 58
percent proactively share both good and bad brand experiences.
But authentic brand promoters—respondents who self-identified as
extremely likely to recommend brands and products to friends—make
up only 19 percent of all respondents.
The following research profiles these promoters, reveals why they
interact with brands, and uncovers the behaviors that distinguish them
from more passive social advocates.
84%
58%
19%Promoters
Sharers
Followers
11 countries
5,500+ social media users
3
1. Followers
Many consumers support brands on social media. In the 11 countries
surveyed, 84 percent of respondents reported that they “like” or follow
a brand, product or service on social media—and the percentage is even
higher in emerging markets.
Why do consumers follow brands? Many (63 percent) want to express
their satisfaction with a brand or product. What do they think they’re
getting out of it? Consumers feel that, for the most part, brands are
responsive—79 percent say they receive a response to their comments,
with Indonesia (90 percent), India (87 percent), and Brazil (81 percent)
ranking highest. On the flip side, the French (34 percent), Americans
(28 percent), and Japanese (27 percent) say that brands do not respond
to their comments.
84%
Like
Follow
KEY TAKEAWAYS
Consumers are actively engaging with brands on social
media. Most do so because they like a brand or product,
and they see that companies are listening and
responding to comments.
FOLLOWERS
Followers support brands with “likes” and comments
4
AVID BRAND FANS
“Like” or follow brands:
PLAYING HARD TO GET
Never “like” or follow brands:
Have you ever followed or liked a brand or product on social media?
Responses Australia Brazil Canada China France Germany India Indonesia Japan UK US ALL
Yes 76% 94% 82% 96% 78% 84% 93% 91% 80% 73% 75% 84%
No 24% 6% 18% 4% 22% 16% 7% 9% 20% 27% 25% 16%
Section 1: Followers support brands with “likes” and comments
China 96%
Brazil 94%
India 93%
Indonesia 91%
Germany 84%
UK 27%
US 25%
Australia 24%
France 22%
Japan 20%
96%
27%
5
While “likes” and follows are important, brands are starting to pay
more attention to social sharers, those who go beyond following a
brand to actively sharing their experience with a brand on social media.
Sharers can be either positive or negative, and represent 6 in 10
respondents (58 percent). They’re hooked on social media—in a typical
day, nearly all visit Facebook (84 percent), half visit YouTube (51
percent), and 4 in 10 visit Twitter (40 percent). Not surprisingly, they’re
even more likely to “like” or follow a brand (91 percent), and 69 percent
do so to hear about products, offers, and news.
Most sharers (90 percent) talk about positive experiences with brands.
This is even true in Japan (93 percent), whose participants in this study
are largely averse to brand feedback on social media.
However, 7 in 10 sharers (71 percent) use social media to air their
grievances with brands.
84%51%
40%
KEY TAKEAWAYS
Sharers do more than just “like” or follow brands.
They actually post about brand experiences, both good
and bad. They’re an engaged group, but are not true
brand advocates.
SHARERS
visit daily
visit daily
visit daily
2. Sharers
Sharers are more engaged but lack advocacy
6
Most likely to share great
brand experiences
Most likely to share bad
brand experiences
Among Sharers
Responses Australia Brazil Canada China France Germany India Indonesia Japan UK US ALL
Shared a great
brand experience
85% 95% 85% 88% 87% 96% 94% 93% 84% 90%
Shared a terrible
brand experience
76% 73% 70% 64% 62% 70% 72% 77% 71% 71%
Section 2: Sharers are more engaged but lack advocacy
Brazil 78%
UK 77%
Australia 76%
Canada 73%
Indonesia 72%
China 97%
India 96%
Brazil 95%
Indonesia 94%
Japan 93%
97%
78%
80%
48%
7
While brand promoters are similar to sharers in some ways, they’re
much more rare and a far more influential group. By applying the Net
Promoter Score® methodology to social media users across the globe,
we now have a better understanding of who brand promoters are—those
who identify themselves as extremely likely to recommend any brand or
product to a friend or family member.
So who are the true brand promoters? Out of all survey participants, only
two in ten (19 percent) respondents qualify. Top countries include Brazil
and India, where 42 and 33 percent of respondents identify themselves
as brand promoters.
Brand promoters rank high in following brands and products on social
media (95 percent). Why? They want to hear about products, offers, or
news (77 percent), followed closely by wanting to give direct feedback
(53 percent) and wanting to interact directly with an organization
(52 percent).
KEY TAKEAWAYS
Brand promoters are extremely likely to recommend
products and services to friends and colleagues, making
them valuable partners in advocating for brands and
getting others to take action.
19%PROMOTERS
3. Promoters
Promoters are true brand advocates
8
Profile of a promoter
On a scale of 0 (not at all likely) to 10 (extremely likely), how likely is it that you would recommend
any brand or product to a friend or family member in the next month?
Australia Brazil Canada China France Germany India Indonesia Japan UK US ALL
Extremely Likely (9/10) 15% 17% 25% 14% 14% 33% 15% 15% 19% 19%
Section 3: Promoters are true brand advocates
“Likes” and follows brands regularly (66%)
Does so primarily to hear about products, offers, and news (77%)
Most active on Facebook—83% check their profile at least once a day
Interacts directly with brands (77%) to express satisfaction (76%)
Trusts brand recommendations from friends on social media (36%) rather than in person (27%)
35% have made a purchase after a friend or follower positively mentioned a brand on social
31% say an online review is most influential in their decision to try a new product
More likely to be female (54%) than male (46%) and between the ages of 30 and 44 (41%)
More likely to be from an emerging market (Brazil 42%, India 33%, China 25%)
PROMOTERS
1%42%
9
While promoters and sharers have many similarities, some critical
differences emerged between the two groups, particularly in regards
to their interactions on social media, with brands, and with their
friends and followers.
Interacting on social media
Promoters are inherently active followers of brands. Nearly all
(95 percent) “like” or follow brands, similar to sharers (94 percent).
But here’s where promoters step ahead: two-thirds (66 percent)
follow brands on a regular basis, compared to only half of sharers
(52 percent). Half of promoters follow brands to interact directly
with them, but only 42 percent of sharers say the same.
Promoters
Actively follows brands on a
regular basis
Sharers
Actively follows brands on a
regular basis
PROMOTERS SHARERS
China 80%
Brazil 78%
Indonesia 76%
India 74%
India 70%
Brazil 67%
China 65%
Germany 64%
4. Promoters vs. Sharers
Key differences between promoters and sharers
10
Interacting with brands
When it comes to following brands to be associated with them, promoters (39 percent) do so at a higher rate than sharers (28 percent).
Nearly half of promoters (46 percent) also believe a brand’s reputation is important, compared to only 36 percent of sharers. And promoters prefer
to link a brand to their own personal identity, with 45 percent saying they feel better about themselves after using a brand; only 35 percent of
sharers say the same.
Which of the following are reasons for following/liking brands or products on social media?
Promoters Sharers
To be entertained 42% 41%
To interact directly with the organization
To give direct feedback 53% 46%
To hear about products, offers, or news 77% 69%
To be associated with the organization’s brand and values
To show my friends what I care about or want associate with 41% 33%
Because my friends follow the brand 15% 11%
Other 2% 3%
Section 4: Key differences between promoters and sharers
Indicates difference between promoters and sharers of 10 percentage points or more.
52%
39% 28%
42%
11
Interacting with friends
Friends and followers of promoters also tend to follow brands on social media. Many promoters (59 percent) see their networks regularly mention
brands and products, compared to only 47 percent of sharers. Perhaps most importantly, promoters are much more likely to respond to the
interactions their friends have with brands—35 percent would purchase a product if it was mentioned by a friend versus just 24 percent of sharers.
Promoters say friends are
largely positive when they talk
about brands
Promoters take action when they hear
about a brand from a friend or follower
on social media
91%
Section 4: Key differences between promoters and sharers
69% Go directly to the brand’s website
66% Research the brand
52% Ask their friends about it
44% Follow the brand on social channels
35% Actually purchase a product
PROMOTERS
12
Brand quality is key
Quality is paramount, with virtually everyone (91 percent) saying this is why they would be extremely likely to recommend a particular brand or
product to friends or colleagues. And quality is the main reason why 61 percent of promoters would not recommend a brand or product.
Customer support is another top reason why promoters (54 percent) and sharers (47 percent) would recommend a brand or product.
Cost is the lowest priority among both groups.
Why would you give these brands or products a rating of 9 or 10? Select all that apply.
Promoters Sharers
Overall quality
Customer service 54% 47%
Cost
Using or purchasing it makes me feel better about myself 45% 35%
Its reputation with my friends or colleagues 46% 36%
Other 3% 5%
Section 4: Key differences between promoters and sharers
33%41%
91% 80%
13
Advice to brands
Promoters and sharers have one trait in common: While they’re
overwhelmingly likely to share great brand experiences, they’re also
not afraid to share bad ones. 71 percent of sharers and 60 percent of
promoters have also discussed terrible brand experiences online.
Brands should focus on what sets
promoters apart from sharers
Section 4: Key differences between promoters and sharers
Overall quality of brands, products, and services
The brand’s reputation among friend and colleagues
That intangible, but so important, sense of worth that comes from
using or purchasing a product
SHARERS
PROMOTERS
14
Promoters across cultures
Most promoters live in emerging markets like Brazil (42 percent)
and India (33 percent). Japan is home to the smallest percentage of
promoters (1 percent), followed by Germany and France (14 percent
each), and the UK, Indonesia, and Australia (15 percent each).
However, take note of important cultural nuances. For example, Indonesia
has a low number of promoters even though 70 percent of respondents
say they share great brand experiences on social media.
This could suggest that the more passive approach of advocacy via
social sharing may be more popular in Asian countries.
Since promoters are great at making recommendations to others, the
ways they hear about brands is also important. In emerging markets,
promoters tend to trust online recommendations more than their
counterparts in mature markets. Promoters in Indonesia (59 percent),
China (52 percent), India (43 percent), and Brazil (37 percent) all
say brand recommendations from friends on social media are most
trustworthy while Australian (52 percent), American (51 percent), and
British (45 percent) promoters rely on in-person recommendations.
Section 4: Key differences between promoters and sharers
The only country where the
majority (36%) felt that social and
in-person recommendations are
equally trustworthy?
Canada!
15
Section 4: Key differences between promoters and sharers
*Due to the scarcity of Japanese promoters, no values were provided for this chart.
Among promoters, which is most trustworthy when considering a brand or product?
Australia Brazil Canada China France Germany India Indonesia Japan* UK US ALL
A recommendation
over social media
from a close friend
17% 37% 24% 52% 36% 35% 43% – 19% 22% 36%
A recommendation
over social media
from an
acquaintance
5% 15% 9% 8% 10% 16% 14% – 6% 5% 13%
A recommendation
in person
22% 31% 9% 24% 32% 16% 9% – 45% 51% 27%
All recommenda-
tions are equally
trustworthy
26% 26% 8% 31% 24% 26% 18% – 29% 21% 24%
Promoters across cultures
59%
31%
52%
36%
16
Using the Net Promoter Score® methodology, social media users were
asked to identify brands they were both extremely likely and not at
all likely to recommend to friends or colleagues. Across all global
markets, respondents felt strongly about technology companies, in
particular, Apple and Samsung. And reflective of the rivalry among
brands and their passionate consumers, both appeared on the unlikely
to recommend lists as well. Not surprisingly, mature markets tended
to favor the more expensive Apple brand, while emerging markets
championed the more affordable Samsung brand.
Additionally, sportswear brands Nike and Adidas battled for favor
among all countries. Although Nike outperformed Adidas, it was also
more likely to appear on the “not likely” lists. Other brands likely to
appear on both lists: Coca-Cola, Amazon, and Facebook.
Users were likely to recommend an assortment of global luxury and
beauty brands like Chanel, L’Oreal, Nivea, and Dove. But people
tended to be harder on their own countries’ brands, with far more
local companies (especially within the TSP and ISP industries)
appearing on the “not likely” lists. And two unpopular “M’s”:
McDonald’s and Monsanto.
UNLIKELY
LIKELY
L’Oreal
Nivea
Dove
Chanel
McDonald’s
Monsanto
Local Providers:
Telecom
Internet
Cable
Satellite
Apple
Samsung
Nike
Coca-Cola
Amazon
Facebook
3. Net Promoter Score®
Brands survey respondents are likely (and unlikely) to recommend
Across global markets
17
Section 5: Brands users are likely (and unlikely) to recommend
What brands are social media users
extremely likely to recommend to
friends and colleagues?
What brands are social media users
not at all likely to recommend to
friends and colleagues?
USA
18
Section 5: Brands users are likely (and unlikely) to recommend
UK
AUSTRALIA
19
Section 5: Brands users are likely (and unlikely) to recommend
CANADA
INDIA
20
Section 5: Brands users are likely (and unlikely) to recommend
INDONESIA
GERMANY
21
Section 5: Brands users are likely (and unlikely) to recommend
JAPAN
FRANCE
22
Section 5: Brands users are likely (and unlikely) to recommend
BRAZIL
CHINA
23
Final words of advice
Powerful conversations may fill the streets for revolution, but people are now moving towards more private and closed places of individual relevance.
While it is clear people are more connected than ever—demonstrated by the sheer breadth of networks available—the research shows that it is the
depth of connections that change our lives and the world around us.
Ultimately, brands need to build relevance and trust through content and connections if they wish to use social media to transform their brand,
business and reputation.
5 ways to build a brand’s relevance and trust in social media
Moments of truth
Connect naturally with
the right audience, in
the right place at the
right time
Inspire
Use culturally relevant
storytelling that flows
across platforms and
markets, in real-time
Measure
Focus on harder
business metrics,
such as leads, sales,
performance, loyalty,
and the Net Promoter
Score®. And analyze
data together—
not in silos.
Precision
Move from broad
demographics to using
behavior, interests
and friendships
Bond
Move from community
management to
customer engagement
1 2 3 4 5
6. Brand Engagement
What can brands do to engage with social media users?
24
Survey methodology
Results were gathered online from 5,639 self-reported social media users aged 18+ in 11 countries using SurveyMonkey Audience.
Surveys were conducted in Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Japan, the UK, and US in May 2015. For the
open-ended responses, only phrases with two or more mentions are shown in the word clouds.
25
A 16-country global study of social media users conducted by Social@Ogilvy and SurveyMonkey in 2014 found that the key to brand
engagement is high-quality content. Nearly all respondents read or watch branded content, and just under half (46 percent) say they’re active
sharers of content. 			
What does this mean?
Companies and content producers have an opportunity to get their
message across to even more people.
Focus on producing high-quality content that helps address an
issue or cause the public is passionate about, and that is both
informational and humorous—“edutainment” is the sweet spot.
When thinking about the audience, focus less on attracting media
attention and more on the everyday person. The content source,
individual company, or brand isn’t as important, but where they can
find content is.
One size does not fit all. Strategies for targeting emerging markets
should differ from mature markets. Content for emerging markets
should focus on entertainment or humor, while content in mature
markets should focus on helpful information. Social media users in
emerging markets report that they are overwhelmed with ads.
To get noticed, these markets need to produce high-quality content.
Addresses an issue or cause the public is passionate about.
Is both informational and humorous.
Brands should focus on producing
high-quality content that:
Appendix
Overview of Social@Ogilvy and SurveyMonkey’s 2014 Study of Global Social Media Content Sharing

More Related Content

What's hot

Unleashing the Power of Social Media - Social Marketing Strategies
Unleashing the Power of Social Media - Social Marketing StrategiesUnleashing the Power of Social Media - Social Marketing Strategies
Unleashing the Power of Social Media - Social Marketing Strategies
Pedro Laboy
 
10 Facts About Why and How Consumers "Like" and Subscribe
10 Facts About Why and How Consumers "Like" and Subscribe10 Facts About Why and How Consumers "Like" and Subscribe
10 Facts About Why and How Consumers "Like" and Subscribe
Constant Contact
 
Social Media around the World 2012 (by InSites Consulting)
Social Media around the World 2012 (by InSites Consulting)Social Media around the World 2012 (by InSites Consulting)
Social Media around the World 2012 (by InSites Consulting)
InSites Consulting
 
Measuring the ROI of Social Media
Measuring the ROI of Social MediaMeasuring the ROI of Social Media
Measuring the ROI of Social Media
Ogilvy Consulting
 
5 steps to Developing a Strong Social Media Strategy
5 steps to Developing a Strong Social Media Strategy 5 steps to Developing a Strong Social Media Strategy
5 steps to Developing a Strong Social Media Strategy
Real-Time OutSource
 
User-Generated Content: Do You Really Need It?
User-Generated Content: Do You Really Need It?User-Generated Content: Do You Really Need It?
User-Generated Content: Do You Really Need It?
Ogilvy Consulting
 
Why Print? 5 Reasons Print Is An Essential Part of Your Marketing Mix
Why Print? 5 Reasons Print Is An Essential Part of Your Marketing MixWhy Print? 5 Reasons Print Is An Essential Part of Your Marketing Mix
Why Print? 5 Reasons Print Is An Essential Part of Your Marketing Mix
Women's Marketing, Inc.
 
Building Social Movements for Brands - An Analysis of Global Movements
Building Social Movements for Brands - An Analysis of Global MovementsBuilding Social Movements for Brands - An Analysis of Global Movements
Building Social Movements for Brands - An Analysis of Global Movements
Ogilvy Consulting
 
Why Social? How Social Media Builds Brands
Why Social? How Social Media Builds BrandsWhy Social? How Social Media Builds Brands
Why Social? How Social Media Builds Brands
Women's Marketing, Inc.
 
Ogilvy ChatThreads Social Media Sales Impact Study 2011
Ogilvy ChatThreads Social Media Sales Impact Study 2011Ogilvy ChatThreads Social Media Sales Impact Study 2011
Ogilvy ChatThreads Social Media Sales Impact Study 2011
Ogilvy Consulting
 
Digital marketing
Digital marketingDigital marketing
Digital marketing
Rajesh sao
 
8 Things People Don't Tell You About Social Media
8 Things People Don't Tell You About Social Media8 Things People Don't Tell You About Social Media
8 Things People Don't Tell You About Social Media
Falcon.io
 
A Holistic Approach to the Measurement of WOM
A Holistic Approach to the Measurement of WOMA Holistic Approach to the Measurement of WOM
A Holistic Approach to the Measurement of WOM
Keller Fay Group
 
Social Media and the Future of Small and Medium Sized Business #SMBs
Social Media and the Future of Small and Medium Sized Business #SMBsSocial Media and the Future of Small and Medium Sized Business #SMBs
Social Media and the Future of Small and Medium Sized Business #SMBs
Dr. William J. Ward
 
The rise of the social advertiser pivot july 2011
The rise of the social advertiser pivot july 2011The rise of the social advertiser pivot july 2011
The rise of the social advertiser pivot july 2011
ricardodepaula
 
Marketing Leadership Playbook 2015
Marketing Leadership Playbook 2015Marketing Leadership Playbook 2015
Marketing Leadership Playbook 2015
360i
 
Social media-for-lead-generation
Social media-for-lead-generationSocial media-for-lead-generation
Social media-for-lead-generation
Farhan Muhammad
 
Asia Social Media Report 2008 (Can Brands Have A Social Life?)
Asia Social Media Report 2008 (Can Brands Have A Social Life?)Asia Social Media Report 2008 (Can Brands Have A Social Life?)
Asia Social Media Report 2008 (Can Brands Have A Social Life?)
Nicholas Guan
 
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Shiv Singh
 
Social media marketing in India – A Case Study
Social media marketing in India – A Case StudySocial media marketing in India – A Case Study
Social media marketing in India – A Case Study
Karthik Balasubramani
 

What's hot (20)

Unleashing the Power of Social Media - Social Marketing Strategies
Unleashing the Power of Social Media - Social Marketing StrategiesUnleashing the Power of Social Media - Social Marketing Strategies
Unleashing the Power of Social Media - Social Marketing Strategies
 
10 Facts About Why and How Consumers "Like" and Subscribe
10 Facts About Why and How Consumers "Like" and Subscribe10 Facts About Why and How Consumers "Like" and Subscribe
10 Facts About Why and How Consumers "Like" and Subscribe
 
Social Media around the World 2012 (by InSites Consulting)
Social Media around the World 2012 (by InSites Consulting)Social Media around the World 2012 (by InSites Consulting)
Social Media around the World 2012 (by InSites Consulting)
 
Measuring the ROI of Social Media
Measuring the ROI of Social MediaMeasuring the ROI of Social Media
Measuring the ROI of Social Media
 
5 steps to Developing a Strong Social Media Strategy
5 steps to Developing a Strong Social Media Strategy 5 steps to Developing a Strong Social Media Strategy
5 steps to Developing a Strong Social Media Strategy
 
User-Generated Content: Do You Really Need It?
User-Generated Content: Do You Really Need It?User-Generated Content: Do You Really Need It?
User-Generated Content: Do You Really Need It?
 
Why Print? 5 Reasons Print Is An Essential Part of Your Marketing Mix
Why Print? 5 Reasons Print Is An Essential Part of Your Marketing MixWhy Print? 5 Reasons Print Is An Essential Part of Your Marketing Mix
Why Print? 5 Reasons Print Is An Essential Part of Your Marketing Mix
 
Building Social Movements for Brands - An Analysis of Global Movements
Building Social Movements for Brands - An Analysis of Global MovementsBuilding Social Movements for Brands - An Analysis of Global Movements
Building Social Movements for Brands - An Analysis of Global Movements
 
Why Social? How Social Media Builds Brands
Why Social? How Social Media Builds BrandsWhy Social? How Social Media Builds Brands
Why Social? How Social Media Builds Brands
 
Ogilvy ChatThreads Social Media Sales Impact Study 2011
Ogilvy ChatThreads Social Media Sales Impact Study 2011Ogilvy ChatThreads Social Media Sales Impact Study 2011
Ogilvy ChatThreads Social Media Sales Impact Study 2011
 
Digital marketing
Digital marketingDigital marketing
Digital marketing
 
8 Things People Don't Tell You About Social Media
8 Things People Don't Tell You About Social Media8 Things People Don't Tell You About Social Media
8 Things People Don't Tell You About Social Media
 
A Holistic Approach to the Measurement of WOM
A Holistic Approach to the Measurement of WOMA Holistic Approach to the Measurement of WOM
A Holistic Approach to the Measurement of WOM
 
Social Media and the Future of Small and Medium Sized Business #SMBs
Social Media and the Future of Small and Medium Sized Business #SMBsSocial Media and the Future of Small and Medium Sized Business #SMBs
Social Media and the Future of Small and Medium Sized Business #SMBs
 
The rise of the social advertiser pivot july 2011
The rise of the social advertiser pivot july 2011The rise of the social advertiser pivot july 2011
The rise of the social advertiser pivot july 2011
 
Marketing Leadership Playbook 2015
Marketing Leadership Playbook 2015Marketing Leadership Playbook 2015
Marketing Leadership Playbook 2015
 
Social media-for-lead-generation
Social media-for-lead-generationSocial media-for-lead-generation
Social media-for-lead-generation
 
Asia Social Media Report 2008 (Can Brands Have A Social Life?)
Asia Social Media Report 2008 (Can Brands Have A Social Life?)Asia Social Media Report 2008 (Can Brands Have A Social Life?)
Asia Social Media Report 2008 (Can Brands Have A Social Life?)
 
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
 
Social media marketing in India – A Case Study
Social media marketing in India – A Case StudySocial media marketing in India – A Case Study
Social media marketing in India – A Case Study
 

Viewers also liked

Facebook Zero: Considering Life After the Demise of Organic Reach
Facebook Zero:  Considering Life After the Demise of Organic ReachFacebook Zero:  Considering Life After the Demise of Organic Reach
Facebook Zero: Considering Life After the Demise of Organic Reach
Ogilvy Consulting
 
The Brand in the Boardroom: Making the case for investment in brand by Joanna...
The Brand in the Boardroom: Making the case for investment in brand by Joanna...The Brand in the Boardroom: Making the case for investment in brand by Joanna...
The Brand in the Boardroom: Making the case for investment in brand by Joanna...
Ogilvy
 
Mass media affect children in their performance
Mass media affect children in their performance Mass media affect children in their performance
Mass media affect children in their performance
Nadia Syafikah
 
The Rise of Multi-Platform Video: Why Brands Need a Multi-Platform Video Stra...
The Rise of Multi-Platform Video: Why Brands Need a Multi-Platform Video Stra...The Rise of Multi-Platform Video: Why Brands Need a Multi-Platform Video Stra...
The Rise of Multi-Platform Video: Why Brands Need a Multi-Platform Video Stra...
Ogilvy Consulting
 
Social value benchmark
Social value benchmarkSocial value benchmark
Social value benchmark
Ogilvy Consulting
 
Fgvn 3 25-2015
Fgvn 3 25-2015Fgvn 3 25-2015
Fgvn 3 25-2015
Jeffrey Bussgang
 
Boston Startup Scene - Fall 2015
Boston Startup Scene - Fall 2015Boston Startup Scene - Fall 2015
Boston Startup Scene - Fall 2015
Jeffrey Bussgang
 
Boston Startup Scene Presentation fall 2014 final
Boston Startup Scene Presentation   fall 2014 finalBoston Startup Scene Presentation   fall 2014 final
Boston Startup Scene Presentation fall 2014 final
Jeffrey Bussgang
 
Digital Marketing Lecture 4
Digital Marketing Lecture 4Digital Marketing Lecture 4
Digital Marketing Lecture 4
Neil Kelley
 
The Top 5 Secrets to Earned Media Success
The Top 5 Secrets to Earned Media SuccessThe Top 5 Secrets to Earned Media Success
The Top 5 Secrets to Earned Media Success
Klout
 
Content Marketing
Content MarketingContent Marketing
Content Marketing
Neil Kelley
 
Digital Marketing Lecture 9
Digital Marketing Lecture 9Digital Marketing Lecture 9
Digital Marketing Lecture 9
Neil Kelley
 
Influencer Marketing
Influencer Marketing Influencer Marketing
Influencer Marketing
Rebecca Herson
 
Purple Goldfish Hall of Famers
Purple Goldfish Hall of FamersPurple Goldfish Hall of Famers
Purple Goldfish Hall of Famers
Stan Phelps
 
IMC Lecture Five...
IMC Lecture Five...IMC Lecture Five...
IMC Lecture Five...
Neil Kelley
 
Marketing plan presentation final
Marketing plan presentation finalMarketing plan presentation final
Marketing plan presentation final
Marchella Christian
 
Chapter 2 developing marketing strategies and plans
Chapter 2   developing marketing strategies and plansChapter 2   developing marketing strategies and plans
Chapter 2 developing marketing strategies and plans
Aamir Khan
 
Marketing Plan Presentation by Slideshop
Marketing Plan Presentation by SlideshopMarketing Plan Presentation by Slideshop
Marketing Plan Presentation by Slideshop
SlideShop.com
 
OgilvyEarth Webinar: From Greenwash to Great
OgilvyEarth Webinar: From Greenwash to GreatOgilvyEarth Webinar: From Greenwash to Great
OgilvyEarth Webinar: From Greenwash to Great
Ogilvy
 
Mobile World Congress - Day 4 Recap
Mobile World Congress - Day 4 Recap Mobile World Congress - Day 4 Recap
Mobile World Congress - Day 4 Recap
Ogilvy
 

Viewers also liked (20)

Facebook Zero: Considering Life After the Demise of Organic Reach
Facebook Zero:  Considering Life After the Demise of Organic ReachFacebook Zero:  Considering Life After the Demise of Organic Reach
Facebook Zero: Considering Life After the Demise of Organic Reach
 
The Brand in the Boardroom: Making the case for investment in brand by Joanna...
The Brand in the Boardroom: Making the case for investment in brand by Joanna...The Brand in the Boardroom: Making the case for investment in brand by Joanna...
The Brand in the Boardroom: Making the case for investment in brand by Joanna...
 
Mass media affect children in their performance
Mass media affect children in their performance Mass media affect children in their performance
Mass media affect children in their performance
 
The Rise of Multi-Platform Video: Why Brands Need a Multi-Platform Video Stra...
The Rise of Multi-Platform Video: Why Brands Need a Multi-Platform Video Stra...The Rise of Multi-Platform Video: Why Brands Need a Multi-Platform Video Stra...
The Rise of Multi-Platform Video: Why Brands Need a Multi-Platform Video Stra...
 
Social value benchmark
Social value benchmarkSocial value benchmark
Social value benchmark
 
Fgvn 3 25-2015
Fgvn 3 25-2015Fgvn 3 25-2015
Fgvn 3 25-2015
 
Boston Startup Scene - Fall 2015
Boston Startup Scene - Fall 2015Boston Startup Scene - Fall 2015
Boston Startup Scene - Fall 2015
 
Boston Startup Scene Presentation fall 2014 final
Boston Startup Scene Presentation   fall 2014 finalBoston Startup Scene Presentation   fall 2014 final
Boston Startup Scene Presentation fall 2014 final
 
Digital Marketing Lecture 4
Digital Marketing Lecture 4Digital Marketing Lecture 4
Digital Marketing Lecture 4
 
The Top 5 Secrets to Earned Media Success
The Top 5 Secrets to Earned Media SuccessThe Top 5 Secrets to Earned Media Success
The Top 5 Secrets to Earned Media Success
 
Content Marketing
Content MarketingContent Marketing
Content Marketing
 
Digital Marketing Lecture 9
Digital Marketing Lecture 9Digital Marketing Lecture 9
Digital Marketing Lecture 9
 
Influencer Marketing
Influencer Marketing Influencer Marketing
Influencer Marketing
 
Purple Goldfish Hall of Famers
Purple Goldfish Hall of FamersPurple Goldfish Hall of Famers
Purple Goldfish Hall of Famers
 
IMC Lecture Five...
IMC Lecture Five...IMC Lecture Five...
IMC Lecture Five...
 
Marketing plan presentation final
Marketing plan presentation finalMarketing plan presentation final
Marketing plan presentation final
 
Chapter 2 developing marketing strategies and plans
Chapter 2   developing marketing strategies and plansChapter 2   developing marketing strategies and plans
Chapter 2 developing marketing strategies and plans
 
Marketing Plan Presentation by Slideshop
Marketing Plan Presentation by SlideshopMarketing Plan Presentation by Slideshop
Marketing Plan Presentation by Slideshop
 
OgilvyEarth Webinar: From Greenwash to Great
OgilvyEarth Webinar: From Greenwash to GreatOgilvyEarth Webinar: From Greenwash to Great
OgilvyEarth Webinar: From Greenwash to Great
 
Mobile World Congress - Day 4 Recap
Mobile World Congress - Day 4 Recap Mobile World Congress - Day 4 Recap
Mobile World Congress - Day 4 Recap
 

Similar to How To Cultivate Brand Advocacy

Field Guide to Brand Advocates
Field Guide to Brand AdvocatesField Guide to Brand Advocates
Field Guide to Brand Advocates
BzzAgent
 
2016 Earned Brand Japan
2016 Earned Brand Japan 2016 Earned Brand Japan
2016 Earned Brand Japan
Edelman APACMEA
 
Earned Brand 2016 - Japan
Earned Brand 2016 - JapanEarned Brand 2016 - Japan
Earned Brand 2016 - Japan
Edelman Japan
 
Intrepid Millennial Explorers: Changing The Face Of Modern Consumerism (Webin...
Intrepid Millennial Explorers: Changing The Face Of Modern Consumerism (Webin...Intrepid Millennial Explorers: Changing The Face Of Modern Consumerism (Webin...
Intrepid Millennial Explorers: Changing The Face Of Modern Consumerism (Webin...
Influence Central
 
Retailers Playbook by Square
Retailers Playbook by SquareRetailers Playbook by Square
Retailers Playbook by Square
David Ginn
 
GMPcall1.28
GMPcall1.28GMPcall1.28
GMPcall1.28
William Courtright
 
MaryKayPlansBookTeam346
MaryKayPlansBookTeam346MaryKayPlansBookTeam346
MaryKayPlansBookTeam346
Shelby Wilburn
 
Tech-Talk Tuesday: 2018 Shopper Study—Personalization, Promotions & Privacy
Tech-Talk Tuesday: 2018 Shopper Study—Personalization, Promotions & PrivacyTech-Talk Tuesday: 2018 Shopper Study—Personalization, Promotions & Privacy
Tech-Talk Tuesday: 2018 Shopper Study—Personalization, Promotions & Privacy
Daniel Caridi
 
Men are from Foursquare, Women are from Facebook
Men are from Foursquare, Women are from FacebookMen are from Foursquare, Women are from Facebook
Men are from Foursquare, Women are from Facebook
Porter Novelli
 
Your Brand Advocates- How to Find Them and What They Are Worth
Your Brand Advocates- How to Find Them and What They Are WorthYour Brand Advocates- How to Find Them and What They Are Worth
Your Brand Advocates- How to Find Them and What They Are Worth
Zuberance
 
Nailing social media marketing roi
Nailing social media marketing roiNailing social media marketing roi
Nailing social media marketing roi
Audacious Leap
 
Social Media Snapshots Report 2015
Social Media Snapshots Report 2015Social Media Snapshots Report 2015
Social Media Snapshots Report 2015
McCallum Layton
 
2014 State of Sponsored Social
2014 State of Sponsored Social2014 State of Sponsored Social
2014 State of Sponsored Social
Ted Murphy
 
@hornokplease's Twitter Survey Results
@hornokplease's Twitter Survey Results@hornokplease's Twitter Survey Results
@hornokplease's Twitter Survey Results
Richard Nevins
 
IMR-2023.pdf
IMR-2023.pdfIMR-2023.pdf
IMR-2023.pdf
Social Samosa
 
Social Business Advantage
Social Business AdvantageSocial Business Advantage
Social Business Advantage
Lithium
 
Make A Lasting Impression
Make A Lasting ImpressionMake A Lasting Impression
Make A Lasting Impression
Patrick McHargue
 
2011 Brands and Women Bloggers Study
2011 Brands and Women Bloggers Study2011 Brands and Women Bloggers Study
2011 Brands and Women Bloggers Study
BlogFrogCommunity
 
Influencer Marketing: A Look at Mom Bloggers, Their Influence and Reach
Influencer Marketing: A Look at Mom Bloggers, Their Influence and ReachInfluencer Marketing: A Look at Mom Bloggers, Their Influence and Reach
Influencer Marketing: A Look at Mom Bloggers, Their Influence and Reach
Women's Marketing, Inc.
 
FEED: The Razorfish Digital Brand Experience Report 2009 Key Findings
FEED: The Razorfish Digital Brand Experience Report 2009 Key FindingsFEED: The Razorfish Digital Brand Experience Report 2009 Key Findings
FEED: The Razorfish Digital Brand Experience Report 2009 Key Findings
Razorfish
 

Similar to How To Cultivate Brand Advocacy (20)

Field Guide to Brand Advocates
Field Guide to Brand AdvocatesField Guide to Brand Advocates
Field Guide to Brand Advocates
 
2016 Earned Brand Japan
2016 Earned Brand Japan 2016 Earned Brand Japan
2016 Earned Brand Japan
 
Earned Brand 2016 - Japan
Earned Brand 2016 - JapanEarned Brand 2016 - Japan
Earned Brand 2016 - Japan
 
Intrepid Millennial Explorers: Changing The Face Of Modern Consumerism (Webin...
Intrepid Millennial Explorers: Changing The Face Of Modern Consumerism (Webin...Intrepid Millennial Explorers: Changing The Face Of Modern Consumerism (Webin...
Intrepid Millennial Explorers: Changing The Face Of Modern Consumerism (Webin...
 
Retailers Playbook by Square
Retailers Playbook by SquareRetailers Playbook by Square
Retailers Playbook by Square
 
GMPcall1.28
GMPcall1.28GMPcall1.28
GMPcall1.28
 
MaryKayPlansBookTeam346
MaryKayPlansBookTeam346MaryKayPlansBookTeam346
MaryKayPlansBookTeam346
 
Tech-Talk Tuesday: 2018 Shopper Study—Personalization, Promotions & Privacy
Tech-Talk Tuesday: 2018 Shopper Study—Personalization, Promotions & PrivacyTech-Talk Tuesday: 2018 Shopper Study—Personalization, Promotions & Privacy
Tech-Talk Tuesday: 2018 Shopper Study—Personalization, Promotions & Privacy
 
Men are from Foursquare, Women are from Facebook
Men are from Foursquare, Women are from FacebookMen are from Foursquare, Women are from Facebook
Men are from Foursquare, Women are from Facebook
 
Your Brand Advocates- How to Find Them and What They Are Worth
Your Brand Advocates- How to Find Them and What They Are WorthYour Brand Advocates- How to Find Them and What They Are Worth
Your Brand Advocates- How to Find Them and What They Are Worth
 
Nailing social media marketing roi
Nailing social media marketing roiNailing social media marketing roi
Nailing social media marketing roi
 
Social Media Snapshots Report 2015
Social Media Snapshots Report 2015Social Media Snapshots Report 2015
Social Media Snapshots Report 2015
 
2014 State of Sponsored Social
2014 State of Sponsored Social2014 State of Sponsored Social
2014 State of Sponsored Social
 
@hornokplease's Twitter Survey Results
@hornokplease's Twitter Survey Results@hornokplease's Twitter Survey Results
@hornokplease's Twitter Survey Results
 
IMR-2023.pdf
IMR-2023.pdfIMR-2023.pdf
IMR-2023.pdf
 
Social Business Advantage
Social Business AdvantageSocial Business Advantage
Social Business Advantage
 
Make A Lasting Impression
Make A Lasting ImpressionMake A Lasting Impression
Make A Lasting Impression
 
2011 Brands and Women Bloggers Study
2011 Brands and Women Bloggers Study2011 Brands and Women Bloggers Study
2011 Brands and Women Bloggers Study
 
Influencer Marketing: A Look at Mom Bloggers, Their Influence and Reach
Influencer Marketing: A Look at Mom Bloggers, Their Influence and ReachInfluencer Marketing: A Look at Mom Bloggers, Their Influence and Reach
Influencer Marketing: A Look at Mom Bloggers, Their Influence and Reach
 
FEED: The Razorfish Digital Brand Experience Report 2009 Key Findings
FEED: The Razorfish Digital Brand Experience Report 2009 Key FindingsFEED: The Razorfish Digital Brand Experience Report 2009 Key Findings
FEED: The Razorfish Digital Brand Experience Report 2009 Key Findings
 

More from Ogilvy Consulting

How to Win in Marketplaces
How to Win in MarketplacesHow to Win in Marketplaces
How to Win in Marketplaces
Ogilvy Consulting
 
The Return to Growth in Turbulent Times
The Return to Growth in Turbulent TimesThe Return to Growth in Turbulent Times
The Return to Growth in Turbulent Times
Ogilvy Consulting
 
Using Brand to Drive M&A Value
Using Brand to Drive M&A ValueUsing Brand to Drive M&A Value
Using Brand to Drive M&A Value
Ogilvy Consulting
 
Influencing our New Reality
Influencing our New RealityInfluencing our New Reality
Influencing our New Reality
Ogilvy Consulting
 
Nudgestock 2020 – Necessity is the Mother of Reinvention
Nudgestock 2020 – Necessity is the Mother of ReinventionNudgestock 2020 – Necessity is the Mother of Reinvention
Nudgestock 2020 – Necessity is the Mother of Reinvention
Ogilvy Consulting
 
What's Next: How brands can capture value, mindset and experiences on their o...
What's Next: How brands can capture value, mindset and experiences on their o...What's Next: How brands can capture value, mindset and experiences on their o...
What's Next: How brands can capture value, mindset and experiences on their o...
Ogilvy Consulting
 
What's Next: Celebrating Eid in a time of isolation
What's Next: Celebrating Eid in a time of isolationWhat's Next: Celebrating Eid in a time of isolation
What's Next: Celebrating Eid in a time of isolation
Ogilvy Consulting
 
What's Next: Unlocking a powerful corporate culture in turbulent times and be...
What's Next: Unlocking a powerful corporate culture in turbulent times and be...What's Next: Unlocking a powerful corporate culture in turbulent times and be...
What's Next: Unlocking a powerful corporate culture in turbulent times and be...
Ogilvy Consulting
 
What's Next: Now, Next & Beyond - Preparing people to return to the workplace
What's Next: Now, Next & Beyond - Preparing people to return to the workplaceWhat's Next: Now, Next & Beyond - Preparing people to return to the workplace
What's Next: Now, Next & Beyond - Preparing people to return to the workplace
Ogilvy Consulting
 
What's Next: Rapidly adjusting your customer experience strategy for the "new...
What's Next: Rapidly adjusting your customer experience strategy for the "new...What's Next: Rapidly adjusting your customer experience strategy for the "new...
What's Next: Rapidly adjusting your customer experience strategy for the "new...
Ogilvy Consulting
 
What's Next: Using technology to engage employees & build businesses
What's Next: Using technology to engage employees & build businessesWhat's Next: Using technology to engage employees & build businesses
What's Next: Using technology to engage employees & build businesses
Ogilvy Consulting
 
What's Next: Health & Wellness - Disruption & Adapting for the Rebound
What's Next: Health & Wellness - Disruption & Adapting for the ReboundWhat's Next: Health & Wellness - Disruption & Adapting for the Rebound
What's Next: Health & Wellness - Disruption & Adapting for the Rebound
Ogilvy Consulting
 
What's Next: Using technology to engage employees and build businesses
What's Next: Using technology to engage employees and build businessesWhat's Next: Using technology to engage employees and build businesses
What's Next: Using technology to engage employees and build businesses
Ogilvy Consulting
 
What's Next: Steering Brands through COVID-19
What's Next: Steering Brands through COVID-19What's Next: Steering Brands through COVID-19
What's Next: Steering Brands through COVID-19
Ogilvy Consulting
 
What's Next: The Next Frontier in Automotive Industry
What's Next: The Next Frontier in Automotive Industry What's Next: The Next Frontier in Automotive Industry
What's Next: The Next Frontier in Automotive Industry
Ogilvy Consulting
 
What's Next: Social Commerce - from transaction to truly social
What's Next: Social Commerce - from transaction to truly socialWhat's Next: Social Commerce - from transaction to truly social
What's Next: Social Commerce - from transaction to truly social
Ogilvy Consulting
 
What's Next: The Role of Brands in the Booming Original Content Business
What's Next: The Role of Brands in the Booming Original Content BusinessWhat's Next: The Role of Brands in the Booming Original Content Business
What's Next: The Role of Brands in the Booming Original Content Business
Ogilvy Consulting
 
What's Next: Trends for 2020
What's Next: Trends for 2020What's Next: Trends for 2020
What's Next: Trends for 2020
Ogilvy Consulting
 
What's Next: Social Media Trends 2020
What's Next: Social Media Trends 2020 What's Next: Social Media Trends 2020
What's Next: Social Media Trends 2020
Ogilvy Consulting
 
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...
Ogilvy Consulting
 

More from Ogilvy Consulting (20)

How to Win in Marketplaces
How to Win in MarketplacesHow to Win in Marketplaces
How to Win in Marketplaces
 
The Return to Growth in Turbulent Times
The Return to Growth in Turbulent TimesThe Return to Growth in Turbulent Times
The Return to Growth in Turbulent Times
 
Using Brand to Drive M&A Value
Using Brand to Drive M&A ValueUsing Brand to Drive M&A Value
Using Brand to Drive M&A Value
 
Influencing our New Reality
Influencing our New RealityInfluencing our New Reality
Influencing our New Reality
 
Nudgestock 2020 – Necessity is the Mother of Reinvention
Nudgestock 2020 – Necessity is the Mother of ReinventionNudgestock 2020 – Necessity is the Mother of Reinvention
Nudgestock 2020 – Necessity is the Mother of Reinvention
 
What's Next: How brands can capture value, mindset and experiences on their o...
What's Next: How brands can capture value, mindset and experiences on their o...What's Next: How brands can capture value, mindset and experiences on their o...
What's Next: How brands can capture value, mindset and experiences on their o...
 
What's Next: Celebrating Eid in a time of isolation
What's Next: Celebrating Eid in a time of isolationWhat's Next: Celebrating Eid in a time of isolation
What's Next: Celebrating Eid in a time of isolation
 
What's Next: Unlocking a powerful corporate culture in turbulent times and be...
What's Next: Unlocking a powerful corporate culture in turbulent times and be...What's Next: Unlocking a powerful corporate culture in turbulent times and be...
What's Next: Unlocking a powerful corporate culture in turbulent times and be...
 
What's Next: Now, Next & Beyond - Preparing people to return to the workplace
What's Next: Now, Next & Beyond - Preparing people to return to the workplaceWhat's Next: Now, Next & Beyond - Preparing people to return to the workplace
What's Next: Now, Next & Beyond - Preparing people to return to the workplace
 
What's Next: Rapidly adjusting your customer experience strategy for the "new...
What's Next: Rapidly adjusting your customer experience strategy for the "new...What's Next: Rapidly adjusting your customer experience strategy for the "new...
What's Next: Rapidly adjusting your customer experience strategy for the "new...
 
What's Next: Using technology to engage employees & build businesses
What's Next: Using technology to engage employees & build businessesWhat's Next: Using technology to engage employees & build businesses
What's Next: Using technology to engage employees & build businesses
 
What's Next: Health & Wellness - Disruption & Adapting for the Rebound
What's Next: Health & Wellness - Disruption & Adapting for the ReboundWhat's Next: Health & Wellness - Disruption & Adapting for the Rebound
What's Next: Health & Wellness - Disruption & Adapting for the Rebound
 
What's Next: Using technology to engage employees and build businesses
What's Next: Using technology to engage employees and build businessesWhat's Next: Using technology to engage employees and build businesses
What's Next: Using technology to engage employees and build businesses
 
What's Next: Steering Brands through COVID-19
What's Next: Steering Brands through COVID-19What's Next: Steering Brands through COVID-19
What's Next: Steering Brands through COVID-19
 
What's Next: The Next Frontier in Automotive Industry
What's Next: The Next Frontier in Automotive Industry What's Next: The Next Frontier in Automotive Industry
What's Next: The Next Frontier in Automotive Industry
 
What's Next: Social Commerce - from transaction to truly social
What's Next: Social Commerce - from transaction to truly socialWhat's Next: Social Commerce - from transaction to truly social
What's Next: Social Commerce - from transaction to truly social
 
What's Next: The Role of Brands in the Booming Original Content Business
What's Next: The Role of Brands in the Booming Original Content BusinessWhat's Next: The Role of Brands in the Booming Original Content Business
What's Next: The Role of Brands in the Booming Original Content Business
 
What's Next: Trends for 2020
What's Next: Trends for 2020What's Next: Trends for 2020
What's Next: Trends for 2020
 
What's Next: Social Media Trends 2020
What's Next: Social Media Trends 2020 What's Next: Social Media Trends 2020
What's Next: Social Media Trends 2020
 
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...
 

Recently uploaded

快速办理(BCR毕业证书)加州大学河滨分校毕业证文凭证书一模一样
快速办理(BCR毕业证书)加州大学河滨分校毕业证文凭证书一模一样快速办理(BCR毕业证书)加州大学河滨分校毕业证文凭证书一模一样
快速办理(BCR毕业证书)加州大学河滨分校毕业证文凭证书一模一样
ryxqoswi
 
HOW TO USE FACEBOOK _ by Clarissa Credito
HOW TO USE FACEBOOK _ by Clarissa CreditoHOW TO USE FACEBOOK _ by Clarissa Credito
HOW TO USE FACEBOOK _ by Clarissa Credito
ClarissaAlanoCredito
 
Dominate Reddit Discussions.............
Dominate Reddit Discussions.............Dominate Reddit Discussions.............
Dominate Reddit Discussions.............
SocioCosmos
 
Your LinkedIn Success Starts Here.......
Your LinkedIn Success Starts Here.......Your LinkedIn Success Starts Here.......
Your LinkedIn Success Starts Here.......
SocioCosmos
 
Transportation_Channel_Investor_Presentation_April_2024_ Final .pdf
Transportation_Channel_Investor_Presentation_April_2024_ Final .pdfTransportation_Channel_Investor_Presentation_April_2024_ Final .pdf
Transportation_Channel_Investor_Presentation_April_2024_ Final .pdf
Matthewperry105
 
HMS Facebook Stories All V1 06092024.docx
HMS Facebook Stories All V1 06092024.docxHMS Facebook Stories All V1 06092024.docx
HMS Facebook Stories All V1 06092024.docx
Charles Bayless
 
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISMSTUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
AJHSSR Journal
 
EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANE
EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANEEASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANE
EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANE
Febless Hernane
 
LORRAINE ANDREI_LEQUIGAN_HOW TO USE TELEGRAM
LORRAINE ANDREI_LEQUIGAN_HOW TO USE TELEGRAMLORRAINE ANDREI_LEQUIGAN_HOW TO USE TELEGRAM
LORRAINE ANDREI_LEQUIGAN_HOW TO USE TELEGRAM
lorraineandreiamcidl
 
UR BHATTI ACADEMY AND ONLINE COURSES.pdf
UR BHATTI ACADEMY AND ONLINE COURSES.pdfUR BHATTI ACADEMY AND ONLINE COURSES.pdf
UR BHATTI ACADEMY AND ONLINE COURSES.pdf
urbhattiacademy
 
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
7lkkjxt
 
Maximize Your Twitch Potential!..........
Maximize Your Twitch Potential!..........Maximize Your Twitch Potential!..........
Maximize Your Twitch Potential!..........
SocioCosmos
 
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
9u4xjk4w
 

Recently uploaded (13)

快速办理(BCR毕业证书)加州大学河滨分校毕业证文凭证书一模一样
快速办理(BCR毕业证书)加州大学河滨分校毕业证文凭证书一模一样快速办理(BCR毕业证书)加州大学河滨分校毕业证文凭证书一模一样
快速办理(BCR毕业证书)加州大学河滨分校毕业证文凭证书一模一样
 
HOW TO USE FACEBOOK _ by Clarissa Credito
HOW TO USE FACEBOOK _ by Clarissa CreditoHOW TO USE FACEBOOK _ by Clarissa Credito
HOW TO USE FACEBOOK _ by Clarissa Credito
 
Dominate Reddit Discussions.............
Dominate Reddit Discussions.............Dominate Reddit Discussions.............
Dominate Reddit Discussions.............
 
Your LinkedIn Success Starts Here.......
Your LinkedIn Success Starts Here.......Your LinkedIn Success Starts Here.......
Your LinkedIn Success Starts Here.......
 
Transportation_Channel_Investor_Presentation_April_2024_ Final .pdf
Transportation_Channel_Investor_Presentation_April_2024_ Final .pdfTransportation_Channel_Investor_Presentation_April_2024_ Final .pdf
Transportation_Channel_Investor_Presentation_April_2024_ Final .pdf
 
HMS Facebook Stories All V1 06092024.docx
HMS Facebook Stories All V1 06092024.docxHMS Facebook Stories All V1 06092024.docx
HMS Facebook Stories All V1 06092024.docx
 
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISMSTUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
 
EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANE
EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANEEASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANE
EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANE
 
LORRAINE ANDREI_LEQUIGAN_HOW TO USE TELEGRAM
LORRAINE ANDREI_LEQUIGAN_HOW TO USE TELEGRAMLORRAINE ANDREI_LEQUIGAN_HOW TO USE TELEGRAM
LORRAINE ANDREI_LEQUIGAN_HOW TO USE TELEGRAM
 
UR BHATTI ACADEMY AND ONLINE COURSES.pdf
UR BHATTI ACADEMY AND ONLINE COURSES.pdfUR BHATTI ACADEMY AND ONLINE COURSES.pdf
UR BHATTI ACADEMY AND ONLINE COURSES.pdf
 
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
 
Maximize Your Twitch Potential!..........
Maximize Your Twitch Potential!..........Maximize Your Twitch Potential!..........
Maximize Your Twitch Potential!..........
 
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
 

How To Cultivate Brand Advocacy

  • 1. 11-country survey defines true brand advocates using the Net Promoter Score® methodology Identifying Social Media’s Global Brand Promoters
  • 2. 2 Followers are important. But it’s the rare promoters who will carry on your brand voice and influence others. Brands around the world are devoting time and money to turn “likes” into leads on social media. However, not all consumers who follow brands are true advocates. So what distinguishes those who simply “like” brands from those who will actively promote products and services on social media? To find out, Social@Ogilvy and SurveyMonkey ran a global, 11-country survey of more than 5,500 social media users to distinguish supporters and sharers from promoters, and identify what it takes to seek out true brand advocates. Companies often track their Net Promoter Score® (a metric used to determine customers’ likelihood of recommending a product or service) and their social media usage in silos. The following research examines the intersection between the two by highlighting a specific group: social media brand promoters. Social media users across all markets universally engage with brands: 84 percent report they “like” or follow a brand or product, and 58 percent proactively share both good and bad brand experiences. But authentic brand promoters—respondents who self-identified as extremely likely to recommend brands and products to friends—make up only 19 percent of all respondents. The following research profiles these promoters, reveals why they interact with brands, and uncovers the behaviors that distinguish them from more passive social advocates. 84% 58% 19%Promoters Sharers Followers 11 countries 5,500+ social media users
  • 3. 3 1. Followers Many consumers support brands on social media. In the 11 countries surveyed, 84 percent of respondents reported that they “like” or follow a brand, product or service on social media—and the percentage is even higher in emerging markets. Why do consumers follow brands? Many (63 percent) want to express their satisfaction with a brand or product. What do they think they’re getting out of it? Consumers feel that, for the most part, brands are responsive—79 percent say they receive a response to their comments, with Indonesia (90 percent), India (87 percent), and Brazil (81 percent) ranking highest. On the flip side, the French (34 percent), Americans (28 percent), and Japanese (27 percent) say that brands do not respond to their comments. 84% Like Follow KEY TAKEAWAYS Consumers are actively engaging with brands on social media. Most do so because they like a brand or product, and they see that companies are listening and responding to comments. FOLLOWERS Followers support brands with “likes” and comments
  • 4. 4 AVID BRAND FANS “Like” or follow brands: PLAYING HARD TO GET Never “like” or follow brands: Have you ever followed or liked a brand or product on social media? Responses Australia Brazil Canada China France Germany India Indonesia Japan UK US ALL Yes 76% 94% 82% 96% 78% 84% 93% 91% 80% 73% 75% 84% No 24% 6% 18% 4% 22% 16% 7% 9% 20% 27% 25% 16% Section 1: Followers support brands with “likes” and comments China 96% Brazil 94% India 93% Indonesia 91% Germany 84% UK 27% US 25% Australia 24% France 22% Japan 20% 96% 27%
  • 5. 5 While “likes” and follows are important, brands are starting to pay more attention to social sharers, those who go beyond following a brand to actively sharing their experience with a brand on social media. Sharers can be either positive or negative, and represent 6 in 10 respondents (58 percent). They’re hooked on social media—in a typical day, nearly all visit Facebook (84 percent), half visit YouTube (51 percent), and 4 in 10 visit Twitter (40 percent). Not surprisingly, they’re even more likely to “like” or follow a brand (91 percent), and 69 percent do so to hear about products, offers, and news. Most sharers (90 percent) talk about positive experiences with brands. This is even true in Japan (93 percent), whose participants in this study are largely averse to brand feedback on social media. However, 7 in 10 sharers (71 percent) use social media to air their grievances with brands. 84%51% 40% KEY TAKEAWAYS Sharers do more than just “like” or follow brands. They actually post about brand experiences, both good and bad. They’re an engaged group, but are not true brand advocates. SHARERS visit daily visit daily visit daily 2. Sharers Sharers are more engaged but lack advocacy
  • 6. 6 Most likely to share great brand experiences Most likely to share bad brand experiences Among Sharers Responses Australia Brazil Canada China France Germany India Indonesia Japan UK US ALL Shared a great brand experience 85% 95% 85% 88% 87% 96% 94% 93% 84% 90% Shared a terrible brand experience 76% 73% 70% 64% 62% 70% 72% 77% 71% 71% Section 2: Sharers are more engaged but lack advocacy Brazil 78% UK 77% Australia 76% Canada 73% Indonesia 72% China 97% India 96% Brazil 95% Indonesia 94% Japan 93% 97% 78% 80% 48%
  • 7. 7 While brand promoters are similar to sharers in some ways, they’re much more rare and a far more influential group. By applying the Net Promoter Score® methodology to social media users across the globe, we now have a better understanding of who brand promoters are—those who identify themselves as extremely likely to recommend any brand or product to a friend or family member. So who are the true brand promoters? Out of all survey participants, only two in ten (19 percent) respondents qualify. Top countries include Brazil and India, where 42 and 33 percent of respondents identify themselves as brand promoters. Brand promoters rank high in following brands and products on social media (95 percent). Why? They want to hear about products, offers, or news (77 percent), followed closely by wanting to give direct feedback (53 percent) and wanting to interact directly with an organization (52 percent). KEY TAKEAWAYS Brand promoters are extremely likely to recommend products and services to friends and colleagues, making them valuable partners in advocating for brands and getting others to take action. 19%PROMOTERS 3. Promoters Promoters are true brand advocates
  • 8. 8 Profile of a promoter On a scale of 0 (not at all likely) to 10 (extremely likely), how likely is it that you would recommend any brand or product to a friend or family member in the next month? Australia Brazil Canada China France Germany India Indonesia Japan UK US ALL Extremely Likely (9/10) 15% 17% 25% 14% 14% 33% 15% 15% 19% 19% Section 3: Promoters are true brand advocates “Likes” and follows brands regularly (66%) Does so primarily to hear about products, offers, and news (77%) Most active on Facebook—83% check their profile at least once a day Interacts directly with brands (77%) to express satisfaction (76%) Trusts brand recommendations from friends on social media (36%) rather than in person (27%) 35% have made a purchase after a friend or follower positively mentioned a brand on social 31% say an online review is most influential in their decision to try a new product More likely to be female (54%) than male (46%) and between the ages of 30 and 44 (41%) More likely to be from an emerging market (Brazil 42%, India 33%, China 25%) PROMOTERS 1%42%
  • 9. 9 While promoters and sharers have many similarities, some critical differences emerged between the two groups, particularly in regards to their interactions on social media, with brands, and with their friends and followers. Interacting on social media Promoters are inherently active followers of brands. Nearly all (95 percent) “like” or follow brands, similar to sharers (94 percent). But here’s where promoters step ahead: two-thirds (66 percent) follow brands on a regular basis, compared to only half of sharers (52 percent). Half of promoters follow brands to interact directly with them, but only 42 percent of sharers say the same. Promoters Actively follows brands on a regular basis Sharers Actively follows brands on a regular basis PROMOTERS SHARERS China 80% Brazil 78% Indonesia 76% India 74% India 70% Brazil 67% China 65% Germany 64% 4. Promoters vs. Sharers Key differences between promoters and sharers
  • 10. 10 Interacting with brands When it comes to following brands to be associated with them, promoters (39 percent) do so at a higher rate than sharers (28 percent). Nearly half of promoters (46 percent) also believe a brand’s reputation is important, compared to only 36 percent of sharers. And promoters prefer to link a brand to their own personal identity, with 45 percent saying they feel better about themselves after using a brand; only 35 percent of sharers say the same. Which of the following are reasons for following/liking brands or products on social media? Promoters Sharers To be entertained 42% 41% To interact directly with the organization To give direct feedback 53% 46% To hear about products, offers, or news 77% 69% To be associated with the organization’s brand and values To show my friends what I care about or want associate with 41% 33% Because my friends follow the brand 15% 11% Other 2% 3% Section 4: Key differences between promoters and sharers Indicates difference between promoters and sharers of 10 percentage points or more. 52% 39% 28% 42%
  • 11. 11 Interacting with friends Friends and followers of promoters also tend to follow brands on social media. Many promoters (59 percent) see their networks regularly mention brands and products, compared to only 47 percent of sharers. Perhaps most importantly, promoters are much more likely to respond to the interactions their friends have with brands—35 percent would purchase a product if it was mentioned by a friend versus just 24 percent of sharers. Promoters say friends are largely positive when they talk about brands Promoters take action when they hear about a brand from a friend or follower on social media 91% Section 4: Key differences between promoters and sharers 69% Go directly to the brand’s website 66% Research the brand 52% Ask their friends about it 44% Follow the brand on social channels 35% Actually purchase a product PROMOTERS
  • 12. 12 Brand quality is key Quality is paramount, with virtually everyone (91 percent) saying this is why they would be extremely likely to recommend a particular brand or product to friends or colleagues. And quality is the main reason why 61 percent of promoters would not recommend a brand or product. Customer support is another top reason why promoters (54 percent) and sharers (47 percent) would recommend a brand or product. Cost is the lowest priority among both groups. Why would you give these brands or products a rating of 9 or 10? Select all that apply. Promoters Sharers Overall quality Customer service 54% 47% Cost Using or purchasing it makes me feel better about myself 45% 35% Its reputation with my friends or colleagues 46% 36% Other 3% 5% Section 4: Key differences between promoters and sharers 33%41% 91% 80%
  • 13. 13 Advice to brands Promoters and sharers have one trait in common: While they’re overwhelmingly likely to share great brand experiences, they’re also not afraid to share bad ones. 71 percent of sharers and 60 percent of promoters have also discussed terrible brand experiences online. Brands should focus on what sets promoters apart from sharers Section 4: Key differences between promoters and sharers Overall quality of brands, products, and services The brand’s reputation among friend and colleagues That intangible, but so important, sense of worth that comes from using or purchasing a product SHARERS PROMOTERS
  • 14. 14 Promoters across cultures Most promoters live in emerging markets like Brazil (42 percent) and India (33 percent). Japan is home to the smallest percentage of promoters (1 percent), followed by Germany and France (14 percent each), and the UK, Indonesia, and Australia (15 percent each). However, take note of important cultural nuances. For example, Indonesia has a low number of promoters even though 70 percent of respondents say they share great brand experiences on social media. This could suggest that the more passive approach of advocacy via social sharing may be more popular in Asian countries. Since promoters are great at making recommendations to others, the ways they hear about brands is also important. In emerging markets, promoters tend to trust online recommendations more than their counterparts in mature markets. Promoters in Indonesia (59 percent), China (52 percent), India (43 percent), and Brazil (37 percent) all say brand recommendations from friends on social media are most trustworthy while Australian (52 percent), American (51 percent), and British (45 percent) promoters rely on in-person recommendations. Section 4: Key differences between promoters and sharers The only country where the majority (36%) felt that social and in-person recommendations are equally trustworthy? Canada!
  • 15. 15 Section 4: Key differences between promoters and sharers *Due to the scarcity of Japanese promoters, no values were provided for this chart. Among promoters, which is most trustworthy when considering a brand or product? Australia Brazil Canada China France Germany India Indonesia Japan* UK US ALL A recommendation over social media from a close friend 17% 37% 24% 52% 36% 35% 43% – 19% 22% 36% A recommendation over social media from an acquaintance 5% 15% 9% 8% 10% 16% 14% – 6% 5% 13% A recommendation in person 22% 31% 9% 24% 32% 16% 9% – 45% 51% 27% All recommenda- tions are equally trustworthy 26% 26% 8% 31% 24% 26% 18% – 29% 21% 24% Promoters across cultures 59% 31% 52% 36%
  • 16. 16 Using the Net Promoter Score® methodology, social media users were asked to identify brands they were both extremely likely and not at all likely to recommend to friends or colleagues. Across all global markets, respondents felt strongly about technology companies, in particular, Apple and Samsung. And reflective of the rivalry among brands and their passionate consumers, both appeared on the unlikely to recommend lists as well. Not surprisingly, mature markets tended to favor the more expensive Apple brand, while emerging markets championed the more affordable Samsung brand. Additionally, sportswear brands Nike and Adidas battled for favor among all countries. Although Nike outperformed Adidas, it was also more likely to appear on the “not likely” lists. Other brands likely to appear on both lists: Coca-Cola, Amazon, and Facebook. Users were likely to recommend an assortment of global luxury and beauty brands like Chanel, L’Oreal, Nivea, and Dove. But people tended to be harder on their own countries’ brands, with far more local companies (especially within the TSP and ISP industries) appearing on the “not likely” lists. And two unpopular “M’s”: McDonald’s and Monsanto. UNLIKELY LIKELY L’Oreal Nivea Dove Chanel McDonald’s Monsanto Local Providers: Telecom Internet Cable Satellite Apple Samsung Nike Coca-Cola Amazon Facebook 3. Net Promoter Score® Brands survey respondents are likely (and unlikely) to recommend Across global markets
  • 17. 17 Section 5: Brands users are likely (and unlikely) to recommend What brands are social media users extremely likely to recommend to friends and colleagues? What brands are social media users not at all likely to recommend to friends and colleagues? USA
  • 18. 18 Section 5: Brands users are likely (and unlikely) to recommend UK AUSTRALIA
  • 19. 19 Section 5: Brands users are likely (and unlikely) to recommend CANADA INDIA
  • 20. 20 Section 5: Brands users are likely (and unlikely) to recommend INDONESIA GERMANY
  • 21. 21 Section 5: Brands users are likely (and unlikely) to recommend JAPAN FRANCE
  • 22. 22 Section 5: Brands users are likely (and unlikely) to recommend BRAZIL CHINA
  • 23. 23 Final words of advice Powerful conversations may fill the streets for revolution, but people are now moving towards more private and closed places of individual relevance. While it is clear people are more connected than ever—demonstrated by the sheer breadth of networks available—the research shows that it is the depth of connections that change our lives and the world around us. Ultimately, brands need to build relevance and trust through content and connections if they wish to use social media to transform their brand, business and reputation. 5 ways to build a brand’s relevance and trust in social media Moments of truth Connect naturally with the right audience, in the right place at the right time Inspire Use culturally relevant storytelling that flows across platforms and markets, in real-time Measure Focus on harder business metrics, such as leads, sales, performance, loyalty, and the Net Promoter Score®. And analyze data together— not in silos. Precision Move from broad demographics to using behavior, interests and friendships Bond Move from community management to customer engagement 1 2 3 4 5 6. Brand Engagement What can brands do to engage with social media users?
  • 24. 24 Survey methodology Results were gathered online from 5,639 self-reported social media users aged 18+ in 11 countries using SurveyMonkey Audience. Surveys were conducted in Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Japan, the UK, and US in May 2015. For the open-ended responses, only phrases with two or more mentions are shown in the word clouds.
  • 25. 25 A 16-country global study of social media users conducted by Social@Ogilvy and SurveyMonkey in 2014 found that the key to brand engagement is high-quality content. Nearly all respondents read or watch branded content, and just under half (46 percent) say they’re active sharers of content. What does this mean? Companies and content producers have an opportunity to get their message across to even more people. Focus on producing high-quality content that helps address an issue or cause the public is passionate about, and that is both informational and humorous—“edutainment” is the sweet spot. When thinking about the audience, focus less on attracting media attention and more on the everyday person. The content source, individual company, or brand isn’t as important, but where they can find content is. One size does not fit all. Strategies for targeting emerging markets should differ from mature markets. Content for emerging markets should focus on entertainment or humor, while content in mature markets should focus on helpful information. Social media users in emerging markets report that they are overwhelmed with ads. To get noticed, these markets need to produce high-quality content. Addresses an issue or cause the public is passionate about. Is both informational and humorous. Brands should focus on producing high-quality content that: Appendix Overview of Social@Ogilvy and SurveyMonkey’s 2014 Study of Global Social Media Content Sharing