Rarely do we think of tweeting, posting or pinning as drivers for social advocacy, but that’s exactly what they are. Every day people have millions of conversations about brands around the world, which result in increased brand recognition and sales.
In a recent study conducted by Ogilvy, they looked at 7 million media mentions, 22 brands and 8 feature films spanning four countries. Their study suggests that social shares drive action at a rate as high as TEN TIMES that of paid impressions! In some cases, passion about a brand generated more advocacy than blockbuster movies!
The 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.
The study makes five recommendations to help brands build advocacy and amplify passion:
- To drive passionate advocacy, know and focus on your fan’s true advocacy
- Identify and use your brand’s differentiated advocacy drivers
- For global relevance, emphasize product features
- Move beyond the blunt metric of “sentiment” to tracking advocacy levels
- Encourage and enable advocacy everywhere
For full details go to: http://www.slideshare.net/socialogilvy/socialogilvy-advocacy-studyjuly2013-1
I hope you have enjoyed this insightful presentation about how advocacy mentions help brands significantly amplify their marketing.
I am always interested in hearing from you. Did you enjoy this study? What is your take away? Will the results of this study influence your strategic marketing? If so, how? Let me know in the comments below.