building global brand passion
DESCRIPTION
Understanding how advocacy works is critical to driving real business value. It helps brands enable and amplify genuine, organic word of mouth, which translates into financial value. In fact, Ogilvy research suggests that social shares drive action at a rate as high as 10x that of paid impressions. In this presentation, you will learn what drives true advocacy (it is not what most think) and how you can set a plan for moving forward using best practices from Ogilvy research. Presenters - Irfan Kamal - SVP in Ogilvy's Washington, DC office. - Michelle Vangel - Director of the Insight Services, Visible Technologies.TRANSCRIPT
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Copyright ©2013 Visible Technologies, Inc. All rights reserved.1
Building Brand Passion
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How to Build a Passion BrandA Look at the 2013 Global Brand Advocacy Study
2013
Irfan KamalSVP | Social@Ogilvy
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Should our CMO invest in advocacy?
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Imagine if you could get every customer you have today to gain a new customer by passionately recommending your product or service
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Imagine if you could get there by spending less than your competitor
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Advocacy can occur anywhere; no category is too “boring”
Hotels # 1, 3
Skincare # 2, 5, 6
Fashion Retailer # 4, 9
Coffee# 7. 10
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It's a lot rarer (and harder) to get truly passionate advocates
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China boasts the highest level of brand advocacy
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The largest driver of advocacy was product features
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Advocacy Drivers by Country
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RECOMMENDATION:
To drive passionate advocacy, know and focus on your fans’ true advocacy (not satisfaction) inspirations
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RECOMMENDATION:
Identify and use your brand’s differentiated advocacy drivers
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RECOMMENDATION:
For global relevance, emphasize product features
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RECOMMENDATION:
Move beyond the blunt metric of “sentiment” to tracking advocacy levels
Quality #1
Quality #2
Quality #3
Quality #4
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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
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Step 1. Setup: Advocacy Levels and Keywords
*Partial list
High Medium Low
Accomplished
Amazed
Amazing
Awesome
Ecstatic
Excellent
Great
Honest
Responsive
Restore
Better
Commitment
Commit
Committed
Credible
Decent
Decently
Effort
Encouraging
Good
Adequate
Fair
Interesting
Liked
Like
Ok
Okay
Regretful
Standard
Typical
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Getting Started – Implementing an Advocacy DashboardStep 2. Track Advocacy and Gap vs. Reference/Competitor Brands
Brand #1
Quality #2
Quality #3
Quality #4
+
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Getting Started – Implementing an Advocacy Dashboard3. Identify Campaign/Content Opportunities
Brand Comp 1 Comp 2 Comp 3 Comp 4 Comp 5
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Copyright ©2013 Visible Technologies, Inc. All rights reserved.21
How Visible Can Help You Get Started
Set up a dashboard to track your customer passion drivers
Compare the differences between you and your competition.
Use insights to ID what features are most important.
Set an engagement strategy that enables you to drive advocacy.
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Copyright ©2013 Visible Technologies, Inc. All rights reserved.22
Results that Deliver Business Impact
Data You Can Trust Industry Experts
Leading Technology
+Deeper Insights