19. Key Attributes They want to solve problems Help people make better purchases They want to build their own brand Like to be acknowledged for it They have a strong influence on sales 8
20. Prolific Content Creators Write and share more than twice as many online communications about brands as the typical Web user 9
21. They influence opinions and purchases 50% more likely to create a post that influences a purchase 70% more likely to be seen as a good source of information Web Users Advocates 73% If someone asked me- I could tell him/her where to shop 59% 67% My friends think of me as a good source of information 39% 65% People ask me for information about products 39% 57% People make purchases based on the information I provide 38% Q. Indicate the extent of your agreement or disagreement (Respondents indicating “strongly agree”)
22. They influence opinions and purchases Brand advocates aren’t shy - strong opinions about products and where to buy them 11 Followers act on their recommendations Value them, take opinions seriously and ask for feedback
23. Lead frequent discussions about brands 83% more likely to share information about products 3 Times more likely to view it as relaxation Twiceas likely to be driven to contribute to the pool of info 60% To stay in touch 47% 59% To get information 41% 56% To learn how to do things 48% 55% To make decisions 39% 54% To relax 16% 54% To provide others with information 29% 51% To contribute to a pool of information 26% 51% To solve problems 40% Advocates 50% To be entertained Web Users 38% Q. How often do you communicate online about new products or to satisfy the following needs? (Respondents indicating “very often”)
24. Lead frequent discussions about brands Sharing is not an imposition – it is relaxation. Helping solve problems is a key motivator 13 Give them what they need – great content, personal attention and sneak peeks at what’s next Treat them like peers – let them see the passion you have for the product
25. Motivated to help others 2.5 times more likely to use social to expand their social circles 75% more likely to share a great product experience If a product disappoints, they are more likely to warn others 83% I want to meet nice people 32% 83% I like to receive free products 51% 75% I like the incentives I receive for my communications 32% 73% I want to tell others about a great experience 46% 71% I want to help others with my own positive experiences 49% 68% I want to express my joy about a good buy 39% Advocates Web Users Q. I communicate with others online because… (Respondents indicating “strongly agree”)
26. Motivated tohelp others They are very social, they want to meet new people and share good experiences 15 Make it easy to share your stuff, encourage it Keep it coming, this is not a one-time effort
27. Like being recognized for their insight 150% more likely to value their perception as a good source of info It is important to me that 61% people view me as a good 24% source of info 38% It is important to me that people recognize my efforts 18% Advocates Web Users Q. Indicate the extent of your agreement or disagreement (Respondents indicating “strongly agree”)
28. Like being recognizedfor their insight Advocates are altruistic. They want to know they are being helpful – and recognized. Sharing is how they build their personal brand. 17 Celebrate them, feature their posts Give them exposure and the endorsements that help them build their brand
29. Prefer to share on social networks 2X more likely to share on social networks 4X more likely to use online feedback / discussion boards 3X more likely to blog 2X more likely to use Amazon and Twitter 58% Social networking site 27% 53% Email 39% 43% eCommerce website 22% 28% Online feedback mechanism 7% 27% Discussion board or forum 7% 22% Instant messaging 11% 19% Micro-blog 8% 16% Blog 5% 16% Customer-created complaint site 5% 12% Video Blog 5% Advocates Web Users Q. How often do you use the following platforms to send information about products, brands, sales or stores? (Respondents indicating “very often”)
30. Prefer to share onsocial networks When they share, they love all things social - especially social networks where they have much more reach than those relying on email. 19 Be where they are, engage them in their own environments Communicate as a peer – don’t hide behind your brand Check for FTC disclosure compliance
31. Reach a broader audience 3 times more likely to share product information with an unknown participant 71% Friend 49% 64% Relative 42% 37% Acquaintance 19% 29% Unknown online participant 10% Advocates Web Users Q. How often do you communicate with the following individuals about products, brands, sales or stores? (Respondents indicating “very often”)
32. Reach a broader audience Altruistic personalities and heavy use of social media has benefits 21 They aren’t average consumers, give them special treatment Evaluate their influence to identify the ones making the greatest impact
33. Learn from Amazon and social networks Twice as likely to learn about products on discussion boards, online feedback sites and blogs 67% eCommerce website 56% 62% Social networking site 40% 58% Email 56% 36% Discussion board or forum 17% 34% Online feedback mechanism 16% 22% Customer-created complaint site 11% 20% Instant messaging 14% 19% Blog 8% 19% Micro-blog 9% 19% Video Blog Advocates 14% Web Users Q. How often do you use the following platforms to receive information about products, brands, sales or stores? (Respondents indicating “very often”)
34. Learn from Amazon and social networks Although they share on social networks, they learn on Amazon more often - endless source of reviews 23 Get early users on Amazon quickly to post reviews Understand what discussion boards appeal to experts
35. Understand new language of marketing 31% more likely to understand “tweeting” 23% more likely to understand “liking” 87% Advanced Search 80% 84% PDF 80% 82% Friending 69% 80% Liking 65% 79% MP3 75% 72% Tweet 55% Advocates Web Users Q How well do you understand the following computer and Internet-related terms? (Respondents indicating “fully understand”)
36. Understand new language of marketing Advocates are adaptive and up-to-date on technologies. They have a better understanding of the new terms in marketing. 25 Technology polarization is increasing Isolate your advocates and communicate with them differently Use the latest tools - check-ins, Facebook commerce, etc.
37. 3Xmore likely to discuss personal care products 2.4X more likely to discuss children’s products 2.2X more likely to discuss household products 55% Food or dining 32% 49% Personal care or beauty 16% 49% Household products 22% 49% Home or home products 24% 49% Shopping, retail or apparel 27% Advocates Web Users 40% Technology 22% 38% Media or entertainment 22% 35% Beverages 19% 32% Health or healthcare 19% 27% Travel 20% Talk about the products they use every day Q. How often do you provide online information about products, brands, or places to shop from the following categories? (Respondents indicating “very often”)
38. Talk about the products they use every day It’s not just the major purchases that get talked about, it’s the products they use every day 27 Focuson the right people Give them priority access to your latest product launches
40. Survival Tips Engagewith them on their own turf Specialhandling is required High-qualitydiet is a must Keepyour eyes on the target Make it easyto hunt and gather 29
42. 31 Hierarchy of Measurement Practices 1. 2. 3. 4. Surveys Couponing Marketing MixModeling Matched Panel Testing Options for Measuring Sales Impact Vary in Sophistication / Relevance and Should Be Selected According to the Marketer’s Business Situation
![Brand Advocates:A Different Breed People who habitually share info on the products they use 2 ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)