social data week sf: how to build a passion brand - john bell, social@ogilvy
DESCRIPTION
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.TRANSCRIPT
How to Build a Passion BrandA Look at the 2013 Global Brand Advocacy Study
John BellGlobal Managing Director | Social@OgilvyAugust 2013
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 service
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# 7, 10
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
Quality #4
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
Should our CMO invest in advocacy? Would you?
Connect with me
John BellGlobal Managing Director | Social@Ogilvy
[email protected]. johnbell.typepad.comTwitter. @jbell99
A Great Thanks to our Partners:
Advocacy Drivers by Country