27. Convert believers into advocates
把信徒变成传教士
Brand advocacy
[n] the act of pleading, supporting or recommending
a brand or idea by a trusted third party
品牌倡导
（名词）一个信任的第三方，对某品牌或者意念维护、支持或者推荐的行为
Source: weber shandwick
27
31. Timely updates on Facebook & Youtube
twitter, blog & mobile to recruit new supporters
推特，博客和手机的即时更新 “脸书”和Youtube招募新支持者
Online fund-raising Advocacy tools to
网上募款
spread the word
拥护工具散播言论
31
32. Results:
He won
Yes, he did
结果：他成功了
是的，他做到了
32
35. “Raise” a phenomenon
形成一种现象
CO-CREATE & PASS ALONG
再创造并传递下去
The world’s largest communal Eyebrow dance
with 6000 remix videos created in 8 hours
35
36. “Raise” a phenomenon
形成一种现象
American rapper US celebrity
Kanye West blogger
Perez Hilton
TALK, SHARE & CONNECT
交谈，分享，连接
- Twitted by world famous celebrity
- One-minute remix video by Lily Allen, the host of ”British got
talent”, shown on TV
36
37. “Raise” the sales
促进销售
老实说，我就是冲着这个片子买这个巧克力的，不好吃也无所谓，这个
广告太屌了
传奇！！！
37
38. The one number that you need to grow
你需要提升的一个数字
Number of Advocates*
倡导者数量
“How likely is it that you would recommend our company to a friend or colleague”
Source: Harvard business review
38
39. Growth of leader in recommendation
vs. category average (250%)
被推荐最多的品牌的增长 VS.品类平均增长（250%）
Growth增长 Example of Car Rental Companies
1999 to 2002 以租车公司为例
20%
Enterprise
企业
No. of advocates 40%
倡导者数量
Source: Harvard businessco
Source: mckinsey and review 39
40. Online presence increases purchase
Interest interest (84%)
兴趣 网络的存在提高了购买兴趣（84%）
People recommendations result in
Intent purchase intent (33%)
意图 大众推荐作用于购买意图（33%）
Source: weber shandwick/ bain and co 40
41. Digital WOM impact on
every step of purchasing decision
数码口碑影响购买决策的每个步骤
我看到很多人在网上谈论
上网本
我看到他们在讨论很
多品牌
看看别人怎么的使用
经验，我就知道怎么
好好用我的上网本了
我应该在网上讨论最
多的品牌中选择
根据推荐，我将选择
这个
Source: CIC
谁可以推荐我最需要
的上网本? 41
42. 92%
Digital consumers only buy a
product if opinion leaders
or bloggers have written a
positive review
92%的网民只买那些被意见领袖
或者版主写了好评的产品
42
47. Targeting Efluencers
目标：网络领导者
1 Identify the right opinion leaders
找到对的舆论领导者
2 Tap into their motivation
利用他们的动机
3 Be responsive to online dynamics
时时保持网上互动
47
49. Opportunity to target efluencers to
increase share of online buzz
以网络影响者为目标来增加网络舆论的份额
Mapping of online efluencer 画出网络影响人分布图
Example from mobile phone category 以手机品类为例
Source CIC
49
50. Who are the efluencers?
谁是网络影响者？
Grassroot celebrity: Sister Lotus Grassroot celebrity: Feng Jie
草根明星: 芙蓉姐姐 草根明星: 凤姐
50
51. Who are the efluencers?
谁是网络影响者？
No. 1 weibo blogger & celebrity: No. 2 weibo blogger &
Yao Chen celebrity: Little S
明星、微博女王：姚晨 明星、微博排名第二：小S
51
52. Who are the efluencers?
谁是网络影响者？
Online fashion guru: Han Writer, blogger & car racer:
Huohuo Han Han
网上潮人：韩火火 作家、博主、赛车手：韩寒
52
53. Who are the efluencers?
谁是网络影响者？
Trends Media Group publisher Mobile expert, With 350K fans
Ranked most influential individual in 手机专家，粉丝数35万
automotive media weibo –Liang Chao Hui
时尚传媒集团出版人，微博上最具影响力的个人 Zui Xi You (weibo name)
汽车媒体 -- 梁朝辉 最西游（网名）
53
59. For now, brands are low in the pecking
order among social network topics
目前，在社交网络话题中，关于品牌的话题排名靠后
59
60. Reminder: Better products are the best
advocacy tool
不要忘记：好的产品是最好的倡导工具
70%
Recommendation
prompted by
expectation-beating
product experience
70%的推荐来自于产品使用经验
60
61. Efluencers have strong urge to demonstrate
their product experience and knowledge
网络影响者有强烈的欲望来展示他们的产品经验和产品知识
61
62. Brand sponsored knowledge platform:
To be or not to be, big difference
品牌赞助的知识平台：生存还是死亡，区别很大
• brand
62
63. VW: A platform forcar project
The people’s geeks
大众汽车：人民的汽车项目
“科学怪人”的平台
63
65. External payoff is relatively more important
in emerging markets
对于发展中市场，外在的回报更加重要
More
Important „Appeal to „Want to be
me‟ seen‟
吸引我 想被看到
USA China
Japan Thailand
UK India
HK Korea
Europe HK
Korea UK
China USA
India Europe
Thailand Japan
Less Category bonding importance of statements indexed against average for
Important emotional affinity driver, consumer goods average
Source: analysis of the BrandZ database
65
73. Better: online platform facilitate Toyota Recall
较好的：网上平台方便丰田召回
Social media Recall info online check
社交网落 召回信息网上查询
Recall micro site
召回的微型网站
Online conversation with
consumers
网上与消费者对话
73
75. Internet plays a more important and
emotional role in Asia, especially China
互联网在亚洲，尤其是在中国扮演者一个更重要的更感性的角色
HIGH Pivotal关键的
Commoditised:商品化的：
Makes my life more efficient让我的 CONSUMPTION Is the centre of my life
高消费 是我生活的中心
生活更有效率
LOW HIGH
INVOLVEMENT INVOLVEMENT
低参与 高参与
LOW
Functional起作用的 Aspirational有抱负的
It helps me to be productive CONSUMPTION
低消费 Helps me achieve my goals
它帮助我事半功倍 帮助我实现目标
Source: Digital Life Report by TNS 75
78. China is ranked as Top 3 in online engagement
中国在网上约会全球排名第三
% online users highly engaged
Country % Country % Country % Country %
1.Egypt 56% 13.Italy 47% 25.USA 43% 37.Netherlands 33%
2.S Arabia 56% 14.Poland 46% 26.Tanzania 42% 38.Philippines 32%
3.China 54% 15.Thailand 46% 27.S Korea 42% 39.Norway 30%
4.Malaysia 53% 16.Argentina 45% 28.Portugal 40% 40.Sweden 27%
5.Turkey 52% 17.Vietnam 45% 29.Mexico 40% 41.Luxemburg 27%
6.S Africa 51% 18.Uganda 44% 30.Greece 38% 42.Finland 26%
7.Kenya 51% 19.Israel 44% 31.Canada 37% 43.Estonia 26%
8.Morocco 51% 20.Hong Kong 44% 32.Spain 37% 44.Denmark 25%
9.UAE 50% 21.UK 43% 33.Austria 36% 45.Indonesia 24%
10.Brazil 48% 22.Nigeria 43% 34.Belgium 36% 46.Japan 20%
11.France 48% 23.India 43% 35.Germany 36%
12.Singapore 47% 24.Russia 43% 36.Australia 35%
78
Digital Engagement – See methodology pack
Bases: All respondents 48804
78
79. Chinese Netizens are more active in social
networking and hunger for info
中国网民在社交网络上更加活跃并更加渴求信息
80
71
70
60
54 54 55
50
50 46 46
40
39
30
30
24
20
10
0
social interest knowlegde browsing news
China Global
Source: TNS digital life reports 79
80. They are more active and creative
than the west
比起西方，他们更具主动性和创造性
U.S.美国 China中国
Creators
创作者
Critics
评论者
Collectors
收藏者
Spectators
打酱油的
Inactive
僵尸粉
Source: CIC 80
89. A long list of motivations
各种动机
Fun, pleasure娱乐,欢快
Knowledge, information知识,信息
Efficiency, control效率,控制
Sense of liberation, freedom, escape
解放思想,自由,逃避
Individuality, identity, independence
个性,身份,独立
Intelligent, thinking智能,思想
Social, connection, friendship社会,关系,友谊
Sense of belonging, acceptance归属感,认可
Self-actualization自我实现
Belief信仰
89
90. A long list of motivations
各种动机
Fun, pleasure娱乐,欢快
Knowledge, information知识,信息
Efficiency, Control效率,控制
Me我
Sense of liberation, freedom, escape解放思想,自
由,逃避
Individualality, identity, independence个性,身份
,独立
We我们
Intelligent, thinking智能,思想
Social, connection, friendship社会,关系,友谊
Sense of belonging, acceptance归属感,认可
World世界
Self-actualization自我实现
Belief信仰
90
