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.