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How to Build a Passion Brand
A Look at the 2013 Global Brand Advocacy Study
John Bell
Global Managing Director | Social@Og...
Should our CMO
invest in advocacy?
Roll Video “H264-Bell-SocialOgilvy_v2.mov”
Imagine if you could get every customer you have today to gain a new
customer by passionately recommending your product or...
Imagine if you could get there by
spending less than your competitor
Advocacy can occur anywhere;
no category is too “boring”
Hotels
# 1, 3
Skincare
# 2, 5, 6
Fashion Retailer
# 4, 9
Coffee
#...
It's a lot rarer (and harder)
to get truly passionate advocates
China boasts the highest
level of brand advocacy
The largest driver of advocacy
was product features
Advocacy Drivers by Country
Brands have an enormous
social advocacy gap
How do we close the
Social Advocacy Gap and
build passion brands?
RECOMMENDATION:
To drive passionate advocacy, know and focus on your fans’
true advocacy (not satisfaction) inspirations
RECOMMENDATION:
Identify and use your brand’s differentiated advocacy drivers
RECOMMENDATION:
For global relevance, emphasize product features
RECOMMENDATION:
Move beyond the blunt metric of “sentiment”
to tracking advocacy levels
Quality #1
Quality #2
Quality #3
Q...
RECOMMENDATION:
Encourage and enable advocacy everywhere
To drive VOLUME, map out customer
touchpoints and make it easy fo...
Should our CMO
invest in advocacy?
Would you?
Connect with me
John Bell
Global Managing Director | Social@Ogilvy
john.bell@ogilvy.com
Blog. johnbell.typepad.com
Twitter...
Advocacy Drivers by Country
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy
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Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy

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Every day people have millions of conversations about brands around the world. Many of these are advocacy mentions that help brands significantly amplify their marketing. Research suggests that up to 80% of reach from marketing campaigns now comes from network amplification through advocacy. This means brands that can’t generate substantial advocacy will simply pay more to market less efficiently than those who make advocacy a brand priority. In his session at Social Data Week, San Francisco, John Bell, Global Managing Director for Social@Ogilvy, will share the surprising new study revealing what consumers care about most and how brands can build passionate advocacy.

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Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy

  1. 1. How to Build a Passion Brand A Look at the 2013 Global Brand Advocacy Study John Bell Global Managing Director | Social@Ogilvy August 2013
  2. 2. Should our CMO invest in advocacy?
  3. 3. Roll Video “H264-Bell-SocialOgilvy_v2.mov”
  4. 4. Imagine if you could get every customer you have today to gain a new customer by passionately recommending your product or service
  5. 5. Imagine if you could get there by spending less than your competitor
  6. 6. Advocacy can occur anywhere; no category is too “boring” Hotels # 1, 3 Skincare # 2, 5, 6 Fashion Retailer # 4, 9 Coffee # 7, 10
  7. 7. It's a lot rarer (and harder) to get truly passionate advocates
  8. 8. China boasts the highest level of brand advocacy
  9. 9. The largest driver of advocacy was product features
  10. 10. Advocacy Drivers by Country
  11. 11. Brands have an enormous social advocacy gap
  12. 12. How do we close the Social Advocacy Gap and build passion brands?
  13. 13. RECOMMENDATION: To drive passionate advocacy, know and focus on your fans’ true advocacy (not satisfaction) inspirations
  14. 14. RECOMMENDATION: Identify and use your brand’s differentiated advocacy drivers
  15. 15. RECOMMENDATION: For global relevance, emphasize product features
  16. 16. RECOMMENDATION: Move beyond the blunt metric of “sentiment” to tracking advocacy levels Quality #1 Quality #2 Quality #3 Quality #4
  17. 17. RECOMMENDATION: Encourage and enable advocacy everywhere To drive VOLUME, map out customer touchpoints and make it easy for advocacy to happen at any touchpoint. To increase PASSION levels, use a process that identifies and encourages passionate customers to share more. To amplify REACH, use owned, earned and paid channels. Casual Passionate VIP Paid Owned Earned
  18. 18. Should our CMO invest in advocacy? Would you?
  19. 19. Connect with me John Bell Global Managing Director | Social@Ogilvy john.bell@ogilvy.com Blog. johnbell.typepad.com Twitter. @jbell99 A Great Thanks to our Partners:
  20. 20. Advocacy Drivers by Country

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