1) Brand advocates are highly engaged consumers who actively like, follow and recommend brands in their social networks. They are more tech-savvy, spend more time on social media platforms, and are much more likely to share recommendations than the general population. 2) Brand advocates are motivated to like and follow brands because they love the brand, enjoy entertaining content, and appreciate special offers. They frequently recommend brands to friends and family because they have positive experiences and want to help others. 3) Brand recommendations from advocates are highly influential and directly drive trial, purchase and marketing results more so than advertising. Companies should focus on identifying, engaging and rewarding their advocates for deeper relationships and increased sales and brand lift.

1. Presented by Peter Storck, SVP, Research & Kerry Lyons, SVP, Marketing at
the Marketing to Women Conference in April 2013

2. 2© 2013 House Party, Inc.
Methodology
• Matched control to advocates in gender, age; and HH income
• Explored behaviors and motivations regarding brand advocacy
Surveyed 1,000 women from
general US population
Surveyed 3,000 women from the
House Party community
Brand Advocates Control

3. 3© 2013 House Party, Inc.
A brand advocate is…

4. 4© 2013 House Party, Inc.
We trust brand advocates
“92% of consumers around the world
say they trust earned media, such as
word of mouth and recommendations
from friends and family, above all
other forms of advertising”

5. 5© 2013 House Party, Inc.
Advocates at work
[Place video here]

6. 6© 2013 House Party, Inc.
But who are they and
what makes them tick?

7. 7© 2013 House Party, Inc.
Meet our advocates
47% 30-39Middle Class
$25-75K55% 80%
Married
w/Kids
80%
White/
Caucasian

8. 8© 2013 House Party, Inc.
See where they play
VS
General Pop Brand Advocates

9. 9© 2013 House Party, Inc.
See how they play… they are more
tech savvy
53% of advocates
are using tablets,
vs. 20% of control
71% of advocates
are on
smartphones, vs.
36% of control

10. 10© 2013 House Party, Inc.
And they “socialize” differently from
you and me
Updates
Sharing Photos/Videos
Updates
Sharing Photos/Videos
Sharing Info
Learn about Brands
Share Recommendations
Get Recommendations
General Pop Brand Advocates
Brand advocates are 3-5x more
likely to share info, learn about
brands, and get recommendations
AND
6x more likely to share
recommendations
VS

11. 11© 2013 House Party, Inc.
Newsflash: Brand advocates like brands!
0% 3%
8%
14% 13% 12%
51%
18%
14%
17% 17%
6% 4%
12%
0%
20%
40%
60%
80%
100%
None 1-2 3-5 6-10 11-15 16-20 21+
Brands Liked/Followed in Social Media
Advocates Control

12. 12© 2013 House Party, Inc.
And, they like them across the ages
20s 40s30s
20s
Advocates in their 20s more likely
to be influenced by online reviews

13. 13© 2013 House Party, Inc.
They “socialize” a LOT
3+ Hrs
Nearly half are
spending 3+ hours
on Facebook
1Hr
1/3 are spending an
hour on Pinterest
1Hr
1/5 are spending an
hour on Twitter

14. 14© 2013 House Party, Inc.
What do they like to talk about?
75%Children’s Products
95%Food, Dining & Beverages
83%Media & Entertainment
86%Shopping, Retail & Apparel
79%Personal Care & Beauty
81%Household Products

15. 15© 2013 House Party, Inc.
Why do they like you?
You treat them well They have a special
place in their heart
for you
You entertain them
97%
80%
57%
32%
48%
2%
62%
41%
19%
11% 14%
7%
0%
20%
40%
60%
80%
100%
120%
Special offers, deals,
or promotions
I love the brand The brand provides
interesting or
entertaining content
Friends are fans of the
brand
Service or product
support and news
Other
Motivating Factors to Like/Follow a Brand in Social Media
Advocates Control

16. 16© 2013 House Party, Inc.
Why do they recommend you?
95% 92%
85%
77% 71%
54% 54% 52%
43%
73%
67%
53%
46% 42%
28% 23% 26% 22%
0%
20%
40%
60%
80%
100%
I have tried/used
the product and
think highly of it
It’s a brand
I love
A special offer,
discount, or
promotion
A desire to help
others
A brand’s
reputation
A charitable
cause
A sense of
personal pride; I
like to be “in-the-
know”
Ratings &
reviews
A brand’s
advertising and
marketing
Influential Factors in Inspiring Brand Recommendations
House Party Control
Yum Yum!
Love
this brand!
Yeah right!

17. 17© 2013 House Party, Inc.
How often do they recommend you? Lots!
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Advocates Control
Frequency of Brand Recommendations
Family
Friends
Neighbors
Co-workers
Church, Sports Group, or
other organization members
Other
Daily or Weekly

18. 18© 2013 House Party, Inc.
So, do all of these recommendations
actually drive purchase? They sure do.
ControlAdvocates
Trying the Product
93%
72%
Personal Recommendations
81%
46%
Online Recommendations
64%
24%
Online Reviews
61%
31%
Advertising/Marketing from Brand
33%
18%

19. 19© 2013 House Party, Inc.
But don’t take it from us, let’s hear it
from them…
[Place video here]

20. 20© 2013 House Party, Inc.
So now what?
Find the right people
Be where they are
Give them something to talk about
and the tools to share
Treat them well
Give them a great brand experience

21. 21© 2013 House Party, Inc.
Finding your advocates and giving
them a great experience leads to…
of In-Person
Experience
Online
& Off
In Branding
& Sales
Deeper Engagement Stronger Advocacy Bigger Lifts

22. Activate your brand advocates today
about.houseparty.com
800-393-1102
@HousePartyInc