SlideShare une entreprise Scribd logo
1  sur  30
Télécharger pour lire hors ligne
Irfan Kamal
John Bell
Insights from the 2013 Social@Ogilvy Global Brand Advocacy Study
How to Build a
Global Passion Brand
3HOW TO BUILD A GLOBAL PASSION BRAND
2013
Table of Contents
Executive Summary 5
What Brands Need to Know About Building a Passion Brand 6
Findings 7
5 Ways to Build Advocacy and Amplify Passion 12
In Depth: What Does Real Advocacy Look Like? 18
Detail: Advocacy Levels by Country  Category 19
Detail: Advocacy Drivers by Country  Category 20
Detail: Advocacy Intensity: A Look at Real Passion 24
What’s Different about Passion Leaders 25
Spotlight: Deep Dive into Drivers 26
Methodology 27
About Social@Ogilvy 30
Thank You to Our Study Partners CIC | Visible Technologies | Radian6
Contributors Luisa Lorente | Victoria Martins | Tim Parsons
4HOW TO BUILD A GLOBAL PASSION BRAND
2013
People in China
are more
passionate about
skin care brands
than the latest
action movie.
5HOW TO BUILD A GLOBAL PASSION BRAND
2013
I
n today’s digitally driven world, advocacy for a brand is just a like,
tweet, pin, reblog or product review away. But what really drives
social advocacy has been a relative mystery.
Understanding how advocacy works is critical to driving real business
value. It helps brands enable and amplify genuine, organic word of
mouth, which translates into financial value. In fact, the data Ogilvy has
collected suggests that social shares drive action at a rate as high as
10x that of paid impressions.
The following study analyses almost 7 million brand mentions in 4
countries and reveals surprising insights on how people talk about
the brands they love. These insights include two “passion brands” that
generated more passionate advocacy than blockbuster movies and the
unexpected #1 driver of advocacy: product features.
Using this analysis, we have developed five recommendations to help
brands build advocacy and amplify passion.
Brands that do not generate substantial advocacy will need to pay more
for reach and consequently have costs substantially higher than those
brands that drive high advocacy.
In an environment where costs to reach consumers continue to
escalate, this advantage could make the difference between a company
with outstanding shareholder returns and one that fails to perform.
Executive Summary
6HOW TO BUILD A GLOBAL PASSION BRAND
2013
What Brands Need to Know
About Building a Passion Brand
T
o better understand what drives advocacy, and to look at the
differences in sharing across categories and countries, Social@
Ogilvy undertook a comprehensive first-of-a-kind study.
We looked at almost 7 million social media mentions of 22 brands
(and 8 feature films) spanning 4 countries.
We then analyzed the data to answer the following:
ƒƒ 	What people talk about when they share their thoughts about brands:
from features (rational), benefits (emotional), and cost (deals/
savings) to customer service and advertising
ƒƒ 	What the degrees of advocacy are, from mere liking (“casual
advocacy”) to enthusiastic support (“passionate advocacy”)
ƒƒ How advocacy differs country by country
7HOW TO BUILD A GLOBAL PASSION BRAND
2013
Findings
FINDING 1
Where advocacy is
concerned, features
trump emotion.
We looked at advocacy mentions of ads,
benefits, features, costs and customer service.
In all markets, features (e.g. the characteristics
of skin cream) were the most often mentioned.
In comparison, mentions of ads/commercials
typically garnered the fewest mentions.
|||||||||||||||||||||||||||||||
Exceptions included: the Coffee category in Brazil where deals and savings were the biggest driver; and
the Skin Care category in China where there were about as many mentions of ads in advocacy posts as
references to features.
8HOW TO BUILD A GLOBAL PASSION BRAND
2013
FINDING 2
Advocacy can occur
anywhere; no category is
too “boring.”
Of the 22 brands we looked at, the five with the
highest advocacy percentage included 2 hotels,
2 skin care brands and 1 fashion retailer. One
instant coffee brand came in among the top 10.
This showed us that it’s a myth that people only
advocate in specific categories.
9HOW TO BUILD A GLOBAL PASSION BRAND
2013
FINDING 3
China boasts the highest
level of brand advocacy.
Overall advocacy rates can vary by as much
as 50% between categories and as much as
5x between countries. China had the highest
overall brand advocacy rate, coming in at about
30% of mentions vs. Brazil’s 6% and the UK and
US’s levels of 12% and 13% respectively.
China	 30%
Brazil	 6%
300=
60=
Fig. 1
10HOW TO BUILD A GLOBAL PASSION BRAND
2013
FINDING 4
Few brands are driving
true passion.
For most brands, the majority of mentions
were casual. In the US, only 2 brands out of
22 had over 50% of mentions falling in the
most enthusiastic advocacy category (love,
excitement, must-do/buy). Interestingly, those
2 brands had more enthusiastic advocacy than
blockbuster movies like The Avengers and The
Hunger Games.
11HOW TO BUILD A GLOBAL PASSION BRAND
2013
FINDING 5
Brands have an
enormous social
advocacy gap.
Advocacy mentions represented about 15% of
all brand mentions, with the remainder being
either neutral or negative mentions. However,
when we dove deeper into the US hotel
category, for instance, we found less than 1
advocacy mention per 100 stays. 1
With some of the studied hotels reporting
guest satisfaction scores of 80% or more,
there’s clearly a large social advocacy gap:
the vast majority of people satisfied with their
experience aren’t advocating online. Not even
movies have overcome this advocacy gap, with
less than 1 advocacy mention per 100’ movie
tickets sold in the US.2,3
1	 Stays estimated based on publicly available occupancy and room counts, as reported in financial
filings, news media statistics and Smith Travel Research data
2	 Tickets sold estimated based on boxofficemojo.com US theatrical sales data for the period studied, and
estimated 2012 average ticket price reported by the National Association of Theater Owners
3	 There’s some undercounting here because we could only look at publicly visible advocacy mentions
12HOW TO BUILD A GLOBAL PASSION BRAND
2013
RECOMMENDATION 1
To drive passionate
advocacy, know and
focus on your fans’ true
advocacy (not satisfaction)
inspirations.
What drives passionate advocacy may not be the
same thing that drives consumer satisfaction based
on brand research. It’s important to build programs
that emphasize real advocacy drivers.
For example, we know that hotel advocacy tends to
reference features. Using tools that help identify
“clusters” of discussion, we notice that Holiday Inn’s
breakfast tends to drive more advocacy than other
hotels; in comparison, Kimpton’s bars are more often
cited than those of other brands.
This data can be useful as the inspiration point for
creative/campaign messaging. More deeply, these
insights can be used to inform changes in messaging
and even products.
5 ways to build advocacy and
Amplify Passion
13HOW TO BUILD A GLOBAL PASSION BRAND
2013
RECOMMENDATION 2
Identify and use your
brand’s differentiated
advocacy drivers.
Different brands often have distinct advocacy
strengths – things people talk about most for
that brand. Understanding and emphasizing
that strength can help a brand stand out in the
conversation.
Two of the highest advocacy brands, even when
compared to movies, were Kimpton and Kiehls
in the US. What’s interesting, however, is that
there are significant differences in what drives
the higher levels of passion when compared
to category averages: for Kiehls, it’s features
while for Kimpton, it’s benefits and customer
service.
Look carefully at the brand and competitive set
to determine what could be the most effective
advocacy driver.
14HOW TO BUILD A GLOBAL PASSION BRAND
2013
RECOMMENDATION 3
For global relevance,
emphasize product features.
Product features were the number one driver of
advocacy in every country studied, and deserve to be
the key focus of global advocacy programs.
While features should be the key messaging, market-
level and brand-level data can help further refine
the precise execution. For example, a skin care
brand might also consider Brazil’s relatively greater
mentions of cost or China’s relatively greater mentions
of ads when designing the specifics of the program.
15HOW TO BUILD A GLOBAL PASSION BRAND
2013
RECOMMENDATION 4
Move beyond the blunt
metric of “sentiment” to
tracking advocacy levels.
Brands who really want to strengthen advocacy
need to implement a quantitative advocacy
tracking index.
A simple positive/neutral/negative tracking
system does little to help understand the degree
of recommendation around a brand. Leading
brands should pursue a more advanced scoring
system to look at the ability to increase advocacy
over time, identify key drivers by brand, and
evaluate differentiators between brands.
Ogilvy created its new Advocacy Index to track
category-specific advocacy, including level of
passion. This index can be customized to analyze
specific brands, competitors and markets and be
extended to integrate content metrics to provide
both insights and progress measurement
over time.
16HOW TO BUILD A GLOBAL PASSION BRAND
2013
RECOMMENDATION 5
Encourage and enable
advocacy everywhere.
Think about increasing advocacy impact in 3 ways:
volume, passion and reach.
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. As an example, we use the Advocacy Pyramid
Framework to help brands customize advocacy
programs based on value and brand passion.
To amplify reach, use owned, earned and paid
channels, including influencer engagement, employee
communications, social content, websites, ads and
email/CRM.
17HOW TO BUILD A GLOBAL PASSION BRAND
2013
5 Ways to Close the Social Advocacy Gap.
When we analyzed the US hotel category, we found
less than 1 social advocacy mention per 100 stays.
With some of the studied hotels reporting guest
satisfaction scores of 80% or more, there’s clearly
a large social advocacy gap: the vast majority of
people satisfied with their experience aren’t talking
about it online.
OPPORTUNITY
Brand Satisfaction 80%
Brand Advocacy 1%
Recommendations
1	 To drive passionate advocacy, know and focus on your fans’ true
advocacy (not satisfaction) inspirations.
2	Identify and use your brand’s differentiated advocacy drivers.
3	For global relevance, emphasize product features.
4	Move beyond the blunt metric of “sentiment” to tracking advocacy
levels.
5	Encourage and enable advocacy everywhere.
18HOW TO BUILD A GLOBAL PASSION BRAND
2013
In Depth:
What Does Real
Advocacy Look Like?
T
here’s a common perception that advocacy is viral,
big and relies heavily upon big ad campaigns like
the latest Old Spice campaign or Super Bowl ads. In
our research, we found there’s a high volume of advocacy
driven by everyday experiences such as being delighted by
a great product feature, an exceptional service experience
or a good deal.
In this study, we took an in-depth look at advocacy,
analyzing both the level of advocacy and the driver of
advocacy. For the level of advocacy, we looked at both the
volume and intensity of the advocacy mentions. Intensity is
what we refer to as the level of passion.4
To determine the
drivers of advocacy, we evaluated advocacy mentions for
their content.
4	 The ratio of the most passionate advocacy mentions to all advocacy mentions
19HOW TO BUILD A GLOBAL PASSION BRAND
2013
Coffee	 14%	 31
Fashion Retailers	 12%	 33
Hotels	 13%	 29
Movies	 14%	 45
Skin care	 18%	 39
140=
120=
130=
140=
180=
310=
330=
290=
450=
390=
Passion
(On a scale of 0-100, with
100 being the highest)Advocacy
Advocacy Levels by Category
Passion
(On a scale of 0-100, with
100 being the highest)
Brazil	 6%	 22
China	 30%	 18
United Kingdom 	 12%	 43	
United States	 13%	 49
60=
300=
120=
130=
220=
180=
430=
490=
Advocacy
Advocacy Levels by Country
Detail: Advocacy Levels
by Country  Category
We found that, on average, about 15% of all
brand mentions were advocacy mentions
where the person expressed some positive
comments about a brand.5
This differed across
categories, ranging from 12% for fashion
retailers and coffee, to 18% for skincare.
Differences across countries were more
pronounced, ranging from 6% for Brazil to
30% for China.
While Brazil had a much lower overall
advocacy % than China, its advocates were
just as passionate. The home of the most
passionate advocates was the US, with the
UK a close 2nd
.
5	 Advocacy mentions include neutral mentions. For example, a simple
announcement or mention with no specific personal context (e.g. “bought”
or “stayed”) would qualify as neutral. A negative mention would not include
advocacy-related keywords.
The results by category in Figure 3 (above)
were much more uniform, showing that
advocacy is not constrained by category – it
can happen in any industry.
The passion levels varied a bit, with movies
and skincare a bit higher than hotels
and coffee.
“There is nothing like a good pair of
worn-in Levi’s…I just want to get rid of all
my other skinny jeans and wear Levi’s for
the rest of my life.”(USA)
Fig. 2
Fig. 3
20HOW TO BUILD A GLOBAL PASSION BRAND
2013
At the aggregate level, there were both
differences and similarities in advocacy
across countries. Figure 4 shows more
detail and Figure 5 on page 21 provides a
summary of some of the key observations
from the data. Some of the country
observations include:
ƒƒ Features were consistently the largest
drivers of advocacy mentions across
countries
ƒƒ In China, benefits were the #2 driver
ƒƒ In Brazil, the UK and the US, cost
was the #2 driver
Detail: Advocacy Drivers
by Country  Category
China		
Ads
Benefits
Cost
Features
Customer Service
152=
163=
148=
448=
88=
Avg. Value
15.2%
16.3%
14.8%
44.8%
8.8%
United Kingdom		
Ads
Benefits
Cost
Features
Customer Service
79=
186=
241=
334=
160=
Avg. Value
7.9%
18.6%
24.1%
33.4%
16.0%
United States		
Ads
Benefits
Cost
Features
Customer Service
111=
197=
242=
330=
120=
Avg. Value
11.1%
19.7%
24.2%
33.0%
12.0%
Brazil		
Ads
Benefits
Cost
Features
Customer Service
145=
183=
230=
333=
109=
Avg. Value
14.5%
18.3%
23.0%
33.3%
10.9%
Advocacy Driver by Country
“I went to Zara today... There are many
beautiful clothes! And they are not too
expensive.”(Brazil)
“Man, today I confirmed it that this Dove
Man Care really does have 48 hours of
effectiveness.”(Brazil)
“A cup of Nescafe in the morning, wakes
me up and stay sharp all day long [sic] ”
(China)
Fig. 4
21HOW TO BUILD A GLOBAL PASSION BRAND
2013
Features
(Rational)
Benefits
(Emotional) Cost
Customer
Service Ads
Brazil High Med-Low Med Low Low
China High Med-Low Low Low Med-Low
United Kingdom High Med-Low Med Med-Low Low
United States High Med-Low Med Low Low
Total Advocacy Driver Volume by Country*
* High=30%+; High-Med=25-29.9%; Med =20-24.9%; Med-Low=15-19.9%; Low=14.9% or lessFig. 5
ƒƒ Customer service was more important in
the UK while least important in China
ƒƒ In the Ads category, UK mentions were least
linked to ad mentions (while in China they
were the highest)
“River Island is an absolutely fantastic
store both on the high street and on their
website as I have never had any type of
item off them that is faulty or had any
problem…”(UK)
22HOW TO BUILD A GLOBAL PASSION BRAND
2013
Advocacy Driver by Category
Coffee		
Ads
Benefits
Cost
Features
Customer Service
123=
150=
258=
358=
111=
Avg. Value
12.3%
15.0%
25.8%
35.8%
11.1%
Fashion Retail		
Ads
Benefits
Cost
Features
Customer Service
74=
263=
169=
401=
92=
Avg. Value
7.4%
26.3%
16.9%
40.1%
9.2%
Hotels		
Ads
Benefits
Cost
Features
Customer Service
84=
161=
212=
385=
158=
Avg. Value
8.4%
16.1%
21.2%
38.5%
15.8%
Movies		
Ads
Benefits
Cost
Features
Customer Service
132=
164=
169=
459=
77=
Avg. Value
13.2%
16.4%
16.9%
45.9%
7.7%
Skincare		
Ads
Benefits
Cost
Features
Customer Service
192=
161=
234=
306=
108=
Avg. Value
19.2%
16.1%
23.4%
30.6%
10.8%
Fig. 6
23HOW TO BUILD A GLOBAL PASSION BRAND
2013
Features
(Rational)
Benefits
(Emotional) Cost
Customer
Service Ads
Coffee High Med-Low High-Med Low Low
Fashion Retailers High High-Med Med-Low Low Low
Hotels High Med-Low Med Med-Low Low
Movies High Med-Low Med-Low Low Low
Skin care High Med-Low Med Low Med-Low
Total Advocacy Volume Driver by Category*
* High=30%+; High-Med=25-29.9%; Med =20-24.9%; Med-Low=15-19.9%; Low=14.9% or less
Fig. 7
“Nescafe Rich Colombian instant coffee
is deliciously cheap compared to dropping
$20 a week at timmies [sic]. Best decision
ever.”(US)
“Shopping at HM last night, so sweeeeet
[sic], super love the royal-blue shoes, and
the skirt, green hot pants, Bravo! All look
so amazing, feeling high all the night.”(US)
ƒƒ Feature discussion was the highest driver
of advocacy ranging from 31% to 46% of
mentions.
ƒƒ Cost advocacy for the coffee category was
the highest of any of the categories studied.
ƒƒ There’s a substantially higher mention
of advertising among skincare advocacy
mentions. But at 19% of mentions, it’s still
quite a bit lower than the 31% attributable
to discussions of features.
ƒƒ Fashion retailers advocacy mentions refer
more to the benefits around the shopping
experience than the other categories
studied.
When we look at the categories, we see a similar pattern in what drives advocacy.
Figure 6 shows the detail, and Figure 7 provides a summary, including:
24HOW TO BUILD A GLOBAL PASSION BRAND
2013
Top 10 studied brands
with the highest advocacy
The top 10 brands
with the highest passion
Brand	
Sheraton
Estee Lauder
Kimpton
Levis
Olay
Dove
L’Oreal
Nescafe
Gap
Starbucks
260=
240=
230=
210=
200=
180=
180=
150=
150=
140=
Advocacy
26%
24%
23%
21%
20%
18%
18%
15%
15%
14%
Passion
68%
63%
50%
49%
45%
44%
39%
37%
37%
34%
Key
Hotels
Skin care
Fashion Retailers
Coffee
50=
50=
50=
50=
Fig. 8 Fig. 9
Brand		
Kimpton
Kiehls
Folgers
Banana Republic
Olay
Estee Lauder
L’Oreal
Levis
Dove
Zara
Detail: Advocacy Intensity:
A Look at Real Passion
We took a look at high advocacy and the
intensity of advocacy – to explore how often
brands generated “brand passion,” as
compared to simpler forms of advocacy such
as check-ins or simple mentions of a brand.
We looked at advocacy at different levels,
including high, medium, low and total.
We also looked at the ratio of high to total
advocacy conversations (we refer to this as
Passion). When we look at this from a “passion
brand” lens1
, we see a slightly different
ranking.
If you compare Figure 8 to Figure 9, you can
see how brands with the highest advocacy are
not always the ones with the highest passion.
1	 Calculated as % of advocacy mentions that fall into the highest level of advocacy,
as defined in the Methodology section
25HOW TO BUILD A GLOBAL PASSION BRAND
2013
Features (Rational)	 33.0%	 27.3%
Benefits (Emotional)	 18.0%	 21.2%
Cost	 23.8%	 23.7%
Customer Service	 20.8%	 24.3%
Ads	 4.5%	 3.5%
330=
180=
238=
208=
45=
273=
212=
237=
243=
35=
Hotels avg (US) Kimpton
Discussion breakout vs. category averages Hotels
Kiehls
Features (Rational)	 29.8%	 35.0%
Benefits (Emotional)	 16.6%	 15.0%
Cost	 27.7%	 24.8%
Customer Service	 7.1%	 8.4%
Ads	 18.8%	 16.8%
298=
166=
277=
71=
188=
350=
150=
248=
84=
168=
Skincare avg (US)
Discussion breakout vs. category averages Skincare
Fig. 10
Fig. 11
What’s Different about
Passion Leaders
W
hat about the “passion brands,” i.e.
the leaders that generate either high
passion or high advocacy (as % of
mentions)? What do they look like relative to
other brands? The following table compares
discussion breakout vs. category averages
for the two highest advocacy passion brands:
Kimpton and Kiehls (US only).
Kimpton Hotels over indexes in the hotel
category on benefits and customer service.
Conversely, they under index on advocacy
associated with the more rational based
features and advertising.
Conversely, Kiehls over indexes in the skincare
category for Features.
26HOW TO BUILD A GLOBAL PASSION BRAND
2013
Keyword	 Hilton	 Holiday Inn	 Hyatt	 Marriott	 Sheraton	 Kimpton
airport	 1.94	 1.83	 1.67	 1.84	 1.77	 N/A
amenities	 N/A	 1.33	 0.83	 N/A	 1.41	 1.64
area	 1.39	 2.11	 1.08	 1.92	 1.79	 1.61
bar	 1.24	 1.41	 0.9	 1.42	 1.39	 1.97
bathroom	 N/A	 1.52	 0.82	 N/A	 1.42	 1.74
beach	 1.71	 1.36	 1.45	 2.15	 2.05	 N/A
bed	 N/A	 N/A	 0.84	 N/A	 N/A	 1.66
boutique	 N/A	 N/A	 N/A	 N/A	 N/A	 1.8
breakfast	 2.25	 3.15	 1.72	 2.32	 2.22	 N/A
Keyword prevalence
Fig. 12
With good advocacy analytic tools, we’re able
to look competitively at brands to dig into the
specific features that are being emphasized.
For example, we looked at feature related
keyword prevalence among US hotel brands.
The numbers represent the relative presence
of keywords within each brand’s advocacy
mentions. For example, discussion of the bar
and bathroom for Kimpton are higher than for
its peers; similarly, breakfast at Holiday Inn
generates more advocacy related discussions.
Spotlight:
Deep Dive into Drivers
27HOW TO BUILD A GLOBAL PASSION BRAND
2013
W
e created advocacy filters and
worked with partners CIC, Visible
Technologies and Radian6 to assess
the advocacy content of approximately 7
million social media conversations around 22
brands and 8 feature films in four countries
(Brazil, China, the United Kingdom and the
United States) during the first 6 months of
2012. In some cases, there were differences in
brands and feature films by country (the latter,
based on theatrical availability during the
study period).
We looked at advocacy at different levels,
including High, Medium, Low and Total.
We also looked at the ratio of High to Total
advocacy conversations (we called it Passion).
Here are a few examples of the types of
keywords used to create searches for each
level:
High	 Amazing; love; fabulous; awesome;
perfect; incredible
Medium	 Good; like; nice; decent; standard;
reasonable
Low	 Bought; purchased; picked up; tried;
saw; stayed; went to
We categorized advocacy drivers into the areas
of Features (Rational), Benefits (Emotional),
Cost (deals / savings), Customer Service,
and Ads and Campaigns. Here are a few
examples of the types of keywords used to
create searches around each area for the hotel
category (note that one mention may fall into
more than one driver area):
Features (Rational) Room size; amenities;
location; cleanliness; food
Benefits (Emotional) Refreshing; relaxing;
peaceful; romantic; comfortable
Cost Discounts; special offers; deals; coupons
Customer Service Friendly; helpful;
accommodating; efficient; enthusiastic
Ads and Campaigns Ads; commercials;
giveaway;
Methodology
28HOW TO BUILD A GLOBAL PASSION BRAND
2013
For feature films, we used a different
categorization system. Features (rational)
reflect directors, actors and other rational
features such as plot, soundtrack or
movie format; benefits (emotional) reflect
emotions experienced during the movie; cost
reflects prices; customer service reflects
the customer service/shopping/attendance
experience; ads and campaigns added in
keywords related to trailers and previews.
We made some adjustments to keywords to
reflect differences across markets, while
attempting to preserve comparability across
the broader categories.
This study looked at real world advocacy
through the lens of social media mentions
(text). It did not look at advocacy that occurs
through the visual web (images and video).
It also did not look at advocacy expressed
via means other than publicly visible social
comments.
29HOW TO BUILD A GLOBAL PASSION BRAND
2013
About CIC
CIC is China’s leading social
business intelligence provider,
enabling enterprises to fully
leverage the power of social
media and Internet Word of
Mouth (IWOM) intelligence
across an organization.
Recent acquisition by WPP’s
Kantar Media, the media
research and insight division
of Kantar, has strengthened
CIC’s position and is a step
towards expansion of its
social offering across Asia
Pacific. CIC will continue
to provide social business
intelligence from an objective,
third-party perspective, to
the world’s leading brands
and agencies. Other language
services are now available
through the Kantar network.
http:///www.cicdata.com
About Radian6/
Salesforce
Marketing Cloud
Salesforce Marketing Cloud is
the world’s only unified social
marketing suite, organizations
creating compelling social
presences, amplifying
content, tracking campaign
ROI and ultimately driving real
business results. Marketing
Cloud allows businesses
to make better decisions in
marketing, sales and service
and in decisions that will
impact the bottom line. This
is used to empower brands to
turn insights into action, and
connections into Customers
for Life™. http://www.
salesforcemarketingcloud.
com/
About Visible
Technologies
Visible’s social monitoring,
analytics and engagement
platform and expertise help
businesses analyze social
media conversations to
better understand consumer
preferences, market
dynamics, competitive
strengths and weaknesses
and other information critical
to a company’s reputation
and brands. Visible’s insights
and ability to connect with
customers on social channels
enables brands to rapidly
gauge effectiveness of their
existing programs and
optimize in real time leading
to greater ROI, increased
marketing effectiveness,
improved customer
satisfaction and brand loyalty.
www.visibletechnologies.
com, @visible
extensive experience in text analytics, natural language
processing, machine learning, and information retrieval. And
because of Visible’s considerable human labeling practice, ou
scientists have access to an extensive set of sentiment data.
Bellevue (Headquarters)
3535 Factoria Blvd SE
Suite 400
Bellevue, WA 98006
About Social@Ogilvy
S
ocial@Ogilvy is the largest social media marketing communications
network in the world. Named 2011 Global Digital/Social Consultancy
of the Year by The Holmes Report, the practice leverages social
media expertise across all Ogilvy  Mather disciplines, offering an
extensive list of services within the foundational business solutions
-- Listening and Analytics; Social Business Solutions; Social Media
Marketing and Communications; Social Shopping; Social CRM; Social
Care; and Conversation Impact™
How to build a global passion brand: Insights from the 2013 Social@Ogilvy Brand Advocacy Study

Contenu connexe

Tendances

Indian social media case studies
Indian social media case studiesIndian social media case studies
Indian social media case studiesunnati shah
 
20 best marketing_and_advertising_campaigns_weve_ever_seen
20 best marketing_and_advertising_campaigns_weve_ever_seen20 best marketing_and_advertising_campaigns_weve_ever_seen
20 best marketing_and_advertising_campaigns_weve_ever_seenSelf-employed
 
What's Next: The Role of Brands in the Booming Original Content Business
What's Next: The Role of Brands in the Booming Original Content BusinessWhat's Next: The Role of Brands in the Booming Original Content Business
What's Next: The Role of Brands in the Booming Original Content BusinessOgilvy Consulting
 
Social Media: Case study Analysis
Social Media: Case study AnalysisSocial Media: Case study Analysis
Social Media: Case study AnalysisCarl Burgmann
 
Social media marketing in India – A Case Study
Social media marketing in India – A Case StudySocial media marketing in India – A Case Study
Social media marketing in India – A Case StudyKarthik Balasubramani
 
The 2014 Social Media Marketing Guide
The 2014 Social Media Marketing Guide The 2014 Social Media Marketing Guide
The 2014 Social Media Marketing Guide Brand Networks
 
Content as Value Creation Tool
Content as Value Creation ToolContent as Value Creation Tool
Content as Value Creation ToolRichard Fraser
 
Brand As Verb: Principles of High Performing Experience Brands
Brand As Verb: Principles of High Performing Experience BrandsBrand As Verb: Principles of High Performing Experience Brands
Brand As Verb: Principles of High Performing Experience BrandsBen Grossman
 
Raymark | Guide: Loyalty and the Luxury Consumer
Raymark | Guide: Loyalty and the Luxury ConsumerRaymark | Guide: Loyalty and the Luxury Consumer
Raymark | Guide: Loyalty and the Luxury ConsumerRaymark
 
Deep Social: The Next Phase of Social Media
Deep Social: The Next Phase of Social MediaDeep Social: The Next Phase of Social Media
Deep Social: The Next Phase of Social MediaOgilvy Consulting
 
How to Partner with a YouTube Creator
How to Partner with a YouTube CreatorHow to Partner with a YouTube Creator
How to Partner with a YouTube CreatorOgilvyOne Worldwide
 
Building a Brand (Social Media Marketing)
Building a Brand (Social Media Marketing)Building a Brand (Social Media Marketing)
Building a Brand (Social Media Marketing)Sameer Mathur
 
Social Media Platform Knowledge
Social Media Platform KnowledgeSocial Media Platform Knowledge
Social Media Platform KnowledgeYash Dabi
 
40 Inspiring Social Media Case Studies
40 Inspiring Social Media Case Studies40 Inspiring Social Media Case Studies
40 Inspiring Social Media Case StudiesHappy Marketer
 
Social technology quarterly Vol 1 issue 3
Social technology quarterly Vol 1 issue 3Social technology quarterly Vol 1 issue 3
Social technology quarterly Vol 1 issue 3Kuliza Technologies
 
Case Study: Comic relief
Case Study: Comic relief Case Study: Comic relief
Case Study: Comic relief Brandwatch
 
What's Next: Social Media Trends 2020
What's Next: Social Media Trends 2020 What's Next: Social Media Trends 2020
What's Next: Social Media Trends 2020 Ogilvy Consulting
 

Tendances (20)

Indian social media case studies
Indian social media case studiesIndian social media case studies
Indian social media case studies
 
State of Social V
State of Social VState of Social V
State of Social V
 
20 best marketing_and_advertising_campaigns_weve_ever_seen
20 best marketing_and_advertising_campaigns_weve_ever_seen20 best marketing_and_advertising_campaigns_weve_ever_seen
20 best marketing_and_advertising_campaigns_weve_ever_seen
 
What's Next: The Role of Brands in the Booming Original Content Business
What's Next: The Role of Brands in the Booming Original Content BusinessWhat's Next: The Role of Brands in the Booming Original Content Business
What's Next: The Role of Brands in the Booming Original Content Business
 
Social Media: Case study Analysis
Social Media: Case study AnalysisSocial Media: Case study Analysis
Social Media: Case study Analysis
 
Social media marketing in India – A Case Study
Social media marketing in India – A Case StudySocial media marketing in India – A Case Study
Social media marketing in India – A Case Study
 
The 2014 Social Media Marketing Guide
The 2014 Social Media Marketing Guide The 2014 Social Media Marketing Guide
The 2014 Social Media Marketing Guide
 
Content as Value Creation Tool
Content as Value Creation ToolContent as Value Creation Tool
Content as Value Creation Tool
 
Brand As Verb: Principles of High Performing Experience Brands
Brand As Verb: Principles of High Performing Experience BrandsBrand As Verb: Principles of High Performing Experience Brands
Brand As Verb: Principles of High Performing Experience Brands
 
Raymark | Guide: Loyalty and the Luxury Consumer
Raymark | Guide: Loyalty and the Luxury ConsumerRaymark | Guide: Loyalty and the Luxury Consumer
Raymark | Guide: Loyalty and the Luxury Consumer
 
Deep Social: The Next Phase of Social Media
Deep Social: The Next Phase of Social MediaDeep Social: The Next Phase of Social Media
Deep Social: The Next Phase of Social Media
 
Social Commerce (July 2011)
Social Commerce (July 2011)Social Commerce (July 2011)
Social Commerce (July 2011)
 
How to Partner with a YouTube Creator
How to Partner with a YouTube CreatorHow to Partner with a YouTube Creator
How to Partner with a YouTube Creator
 
Building a Brand (Social Media Marketing)
Building a Brand (Social Media Marketing)Building a Brand (Social Media Marketing)
Building a Brand (Social Media Marketing)
 
Social Media Platform Knowledge
Social Media Platform KnowledgeSocial Media Platform Knowledge
Social Media Platform Knowledge
 
40 Inspiring Social Media Case Studies
40 Inspiring Social Media Case Studies40 Inspiring Social Media Case Studies
40 Inspiring Social Media Case Studies
 
Social technology quarterly Vol 1 issue 3
Social technology quarterly Vol 1 issue 3Social technology quarterly Vol 1 issue 3
Social technology quarterly Vol 1 issue 3
 
Case Study: Comic relief
Case Study: Comic relief Case Study: Comic relief
Case Study: Comic relief
 
Content marketing
Content marketingContent marketing
Content marketing
 
What's Next: Social Media Trends 2020
What's Next: Social Media Trends 2020 What's Next: Social Media Trends 2020
What's Next: Social Media Trends 2020
 

En vedette

How To Cultivate Brand Advocacy
How To Cultivate Brand AdvocacyHow To Cultivate Brand Advocacy
How To Cultivate Brand AdvocacyOgilvy Consulting
 
The Modern Marketer's Guide to Changing Consumer Behaviour
The Modern Marketer's Guide to Changing Consumer BehaviourThe Modern Marketer's Guide to Changing Consumer Behaviour
The Modern Marketer's Guide to Changing Consumer BehaviourSystem1 Group
 
Building Social Movements for Brands - An Analysis of Global Movements
Building Social Movements for Brands - An Analysis of Global MovementsBuilding Social Movements for Brands - An Analysis of Global Movements
Building Social Movements for Brands - An Analysis of Global MovementsOgilvy Consulting
 
Marlboros Global Brand Strategy
Marlboros Global Brand StrategyMarlboros Global Brand Strategy
Marlboros Global Brand StrategySimona Katholnig
 
Passion Brands
Passion BrandsPassion Brands
Passion Brandslins09
 
The big ideaL: Ogilvy's framework for giving brands a purpose
The big ideaL: Ogilvy's framework for giving brands a purposeThe big ideaL: Ogilvy's framework for giving brands a purpose
The big ideaL: Ogilvy's framework for giving brands a purposeOgilvy
 
Emotion and Advertising: Lessons from the IPA's Effectiveness Week
Emotion and Advertising: Lessons from the IPA's Effectiveness WeekEmotion and Advertising: Lessons from the IPA's Effectiveness Week
Emotion and Advertising: Lessons from the IPA's Effectiveness WeekSystem1 Group
 
Shanghai Expo Chinese-language Social Media Buzz
Shanghai Expo Chinese-language Social Media BuzzShanghai Expo Chinese-language Social Media Buzz
Shanghai Expo Chinese-language Social Media BuzzOgilvy Consulting
 
Social@ogilvy Google Hummingbird POV - October 2013
Social@ogilvy Google Hummingbird POV - October 2013Social@ogilvy Google Hummingbird POV - October 2013
Social@ogilvy Google Hummingbird POV - October 2013Ogilvy Consulting
 
Time to Trade Up to A Social Business Strategy
Time to Trade Up to A Social Business StrategyTime to Trade Up to A Social Business Strategy
Time to Trade Up to A Social Business StrategyOgilvy Consulting
 
How a brand becomes a movement
How a brand becomes a movement How a brand becomes a movement
How a brand becomes a movement NORD DDB RIGA
 
Day 1 Recap at #CannesLions 2013 / #OgilvyCannes
Day 1 Recap at #CannesLions 2013 / #OgilvyCannesDay 1 Recap at #CannesLions 2013 / #OgilvyCannes
Day 1 Recap at #CannesLions 2013 / #OgilvyCannesOgilvy
 
5 Ways to Make Your #LinkedIn Profile Irresistible
5 Ways to Make Your #LinkedIn Profile Irresistible5 Ways to Make Your #LinkedIn Profile Irresistible
5 Ways to Make Your #LinkedIn Profile IrresistibleOgilvy Consulting
 
Content Marketing: Planning Guide for Beginners
Content Marketing: Planning Guide for BeginnersContent Marketing: Planning Guide for Beginners
Content Marketing: Planning Guide for BeginnersJeremy Mason
 
NACCAP: Flexing Your Content Strategy to Reach Millennials and Gen Z
NACCAP: Flexing Your Content Strategy to Reach Millennials and Gen ZNACCAP: Flexing Your Content Strategy to Reach Millennials and Gen Z
NACCAP: Flexing Your Content Strategy to Reach Millennials and Gen ZCarolyn Kent
 

En vedette (18)

How To Cultivate Brand Advocacy
How To Cultivate Brand AdvocacyHow To Cultivate Brand Advocacy
How To Cultivate Brand Advocacy
 
The Modern Marketer's Guide to Changing Consumer Behaviour
The Modern Marketer's Guide to Changing Consumer BehaviourThe Modern Marketer's Guide to Changing Consumer Behaviour
The Modern Marketer's Guide to Changing Consumer Behaviour
 
Building Social Movements for Brands - An Analysis of Global Movements
Building Social Movements for Brands - An Analysis of Global MovementsBuilding Social Movements for Brands - An Analysis of Global Movements
Building Social Movements for Brands - An Analysis of Global Movements
 
Marlboros Global Brand Strategy
Marlboros Global Brand StrategyMarlboros Global Brand Strategy
Marlboros Global Brand Strategy
 
Global brand simplicity index 2011
Global brand simplicity index 2011Global brand simplicity index 2011
Global brand simplicity index 2011
 
Passion Brands
Passion BrandsPassion Brands
Passion Brands
 
The big ideaL: Ogilvy's framework for giving brands a purpose
The big ideaL: Ogilvy's framework for giving brands a purposeThe big ideaL: Ogilvy's framework for giving brands a purpose
The big ideaL: Ogilvy's framework for giving brands a purpose
 
Emotion and Advertising: Lessons from the IPA's Effectiveness Week
Emotion and Advertising: Lessons from the IPA's Effectiveness WeekEmotion and Advertising: Lessons from the IPA's Effectiveness Week
Emotion and Advertising: Lessons from the IPA's Effectiveness Week
 
Shanghai Expo Chinese-language Social Media Buzz
Shanghai Expo Chinese-language Social Media BuzzShanghai Expo Chinese-language Social Media Buzz
Shanghai Expo Chinese-language Social Media Buzz
 
Socialize the Enterprize
Socialize the EnterprizeSocialize the Enterprize
Socialize the Enterprize
 
Social@ogilvy Google Hummingbird POV - October 2013
Social@ogilvy Google Hummingbird POV - October 2013Social@ogilvy Google Hummingbird POV - October 2013
Social@ogilvy Google Hummingbird POV - October 2013
 
Time to Trade Up to A Social Business Strategy
Time to Trade Up to A Social Business StrategyTime to Trade Up to A Social Business Strategy
Time to Trade Up to A Social Business Strategy
 
How a brand becomes a movement
How a brand becomes a movement How a brand becomes a movement
How a brand becomes a movement
 
Day 1 Recap at #CannesLions 2013 / #OgilvyCannes
Day 1 Recap at #CannesLions 2013 / #OgilvyCannesDay 1 Recap at #CannesLions 2013 / #OgilvyCannes
Day 1 Recap at #CannesLions 2013 / #OgilvyCannes
 
5 Ways to Make Your #LinkedIn Profile Irresistible
5 Ways to Make Your #LinkedIn Profile Irresistible5 Ways to Make Your #LinkedIn Profile Irresistible
5 Ways to Make Your #LinkedIn Profile Irresistible
 
Content Marketing: Planning Guide for Beginners
Content Marketing: Planning Guide for BeginnersContent Marketing: Planning Guide for Beginners
Content Marketing: Planning Guide for Beginners
 
NACCAP: Flexing Your Content Strategy to Reach Millennials and Gen Z
NACCAP: Flexing Your Content Strategy to Reach Millennials and Gen ZNACCAP: Flexing Your Content Strategy to Reach Millennials and Gen Z
NACCAP: Flexing Your Content Strategy to Reach Millennials and Gen Z
 
Facebook Graph Search
Facebook Graph SearchFacebook Graph Search
Facebook Graph Search
 

Similaire à How to build a global passion brand: Insights from the 2013 Social@Ogilvy Brand Advocacy Study

BrandZ Top 100 Most Valuable Global Brands 2010 Summary
BrandZ Top 100 Most Valuable Global Brands 2010 SummaryBrandZ Top 100 Most Valuable Global Brands 2010 Summary
BrandZ Top 100 Most Valuable Global Brands 2010 SummaryCaroline Simon
 
2014 bz lat_am report_final[1]
2014 bz lat_am report_final[1]2014 bz lat_am report_final[1]
2014 bz lat_am report_final[1]Vermeer
 
BrandZ Top 50 Most Valuable Latin American Brands 2014
BrandZ Top 50 Most Valuable Latin American Brands 2014BrandZ Top 50 Most Valuable Latin American Brands 2014
BrandZ Top 50 Most Valuable Latin American Brands 2014Kantar
 
Defining Brand Identity
Defining Brand IdentityDefining Brand Identity
Defining Brand IdentityCarol Phillips
 
Defining Brand Identity, August 2015
Defining Brand Identity, August 2015Defining Brand Identity, August 2015
Defining Brand Identity, August 2015Judy Hopelain
 
Brand impact
Brand impact Brand impact
Brand impact Mr Nyak
 
Brand impact
Brand impactBrand impact
Brand impactMr Nyak
 
Arnold On: Content Marketing Report
Arnold On: Content Marketing ReportArnold On: Content Marketing Report
Arnold On: Content Marketing ReportArnold Worldwide
 
Booz&co gma shopper_marketing_4.0
Booz&co gma shopper_marketing_4.0Booz&co gma shopper_marketing_4.0
Booz&co gma shopper_marketing_4.0Neil Kimberley
 
Booz GMA Shopper Marketing Overview
Booz GMA Shopper Marketing OverviewBooz GMA Shopper Marketing Overview
Booz GMA Shopper Marketing OverviewNeil Kimberley
 
THIS IS TWO SEPARATE ASSIGNMENTS. PLEASE DO NOT COMBINE THEM#1Wh.docx
THIS IS TWO SEPARATE ASSIGNMENTS. PLEASE DO NOT COMBINE THEM#1Wh.docxTHIS IS TWO SEPARATE ASSIGNMENTS. PLEASE DO NOT COMBINE THEM#1Wh.docx
THIS IS TWO SEPARATE ASSIGNMENTS. PLEASE DO NOT COMBINE THEM#1Wh.docxshandicollingwood
 
Doing more with less a point of view on marketing in a recession
Doing more with less a point of view on marketing in a recessionDoing more with less a point of view on marketing in a recession
Doing more with less a point of view on marketing in a recessionWael Zekri
 
Brand footprint report 2014
Brand footprint report 2014Brand footprint report 2014
Brand footprint report 2014BUG Corporation
 
Brand footprint-report 6-2014
Brand footprint-report 6-2014Brand footprint-report 6-2014
Brand footprint-report 6-2014LC TECH VIETNAM
 
Brand footprint-report 6-2014
Brand footprint-report 6-2014Brand footprint-report 6-2014
Brand footprint-report 6-2014Tuyết Vũ Ánh
 
Crafting a brand identity
Crafting a brand identityCrafting a brand identity
Crafting a brand identityBrandwatch
 

Similaire à How to build a global passion brand: Insights from the 2013 Social@Ogilvy Brand Advocacy Study (20)

Brand z
Brand zBrand z
Brand z
 
BrandZ Top 100 Most Valuable Global Brands 2010 Summary
BrandZ Top 100 Most Valuable Global Brands 2010 SummaryBrandZ Top 100 Most Valuable Global Brands 2010 Summary
BrandZ Top 100 Most Valuable Global Brands 2010 Summary
 
2014 bz lat_am report_final[1]
2014 bz lat_am report_final[1]2014 bz lat_am report_final[1]
2014 bz lat_am report_final[1]
 
BrandZ Top 50 Most Valuable Latin American Brands 2014
BrandZ Top 50 Most Valuable Latin American Brands 2014BrandZ Top 50 Most Valuable Latin American Brands 2014
BrandZ Top 50 Most Valuable Latin American Brands 2014
 
Defining Brand Identity
Defining Brand IdentityDefining Brand Identity
Defining Brand Identity
 
Defining Brand Identity, August 2015
Defining Brand Identity, August 2015Defining Brand Identity, August 2015
Defining Brand Identity, August 2015
 
Brand impact
Brand impact Brand impact
Brand impact
 
Brand impact
Brand impactBrand impact
Brand impact
 
Arnold On: Content Marketing Report
Arnold On: Content Marketing ReportArnold On: Content Marketing Report
Arnold On: Content Marketing Report
 
L15 marcas que destacan más y obtienen mejores resultados eng
L15 marcas que destacan más y obtienen mejores resultados engL15 marcas que destacan más y obtienen mejores resultados eng
L15 marcas que destacan más y obtienen mejores resultados eng
 
L15 Meaningful brands achieve better results
L15 Meaningful brands achieve better resultsL15 Meaningful brands achieve better results
L15 Meaningful brands achieve better results
 
Booz&co gma shopper_marketing_4.0
Booz&co gma shopper_marketing_4.0Booz&co gma shopper_marketing_4.0
Booz&co gma shopper_marketing_4.0
 
Booz GMA Shopper Marketing Overview
Booz GMA Shopper Marketing OverviewBooz GMA Shopper Marketing Overview
Booz GMA Shopper Marketing Overview
 
THIS IS TWO SEPARATE ASSIGNMENTS. PLEASE DO NOT COMBINE THEM#1Wh.docx
THIS IS TWO SEPARATE ASSIGNMENTS. PLEASE DO NOT COMBINE THEM#1Wh.docxTHIS IS TWO SEPARATE ASSIGNMENTS. PLEASE DO NOT COMBINE THEM#1Wh.docx
THIS IS TWO SEPARATE ASSIGNMENTS. PLEASE DO NOT COMBINE THEM#1Wh.docx
 
Doing more with less a point of view on marketing in a recession
Doing more with less a point of view on marketing in a recessionDoing more with less a point of view on marketing in a recession
Doing more with less a point of view on marketing in a recession
 
Brand footprint report 2014
Brand footprint report 2014Brand footprint report 2014
Brand footprint report 2014
 
Brand footprint-report 6-2014
Brand footprint-report 6-2014Brand footprint-report 6-2014
Brand footprint-report 6-2014
 
Brand footprint-report 6-2014
Brand footprint-report 6-2014Brand footprint-report 6-2014
Brand footprint-report 6-2014
 
Crafting a brand identity
Crafting a brand identityCrafting a brand identity
Crafting a brand identity
 
Mind The Brand Gap
Mind The Brand GapMind The Brand Gap
Mind The Brand Gap
 

Plus de Ogilvy Consulting

The Return to Growth in Turbulent Times
The Return to Growth in Turbulent TimesThe Return to Growth in Turbulent Times
The Return to Growth in Turbulent TimesOgilvy Consulting
 
Using Brand to Drive M&A Value
Using Brand to Drive M&A ValueUsing Brand to Drive M&A Value
Using Brand to Drive M&A ValueOgilvy Consulting
 
Nudgestock 2020 – Necessity is the Mother of Reinvention
Nudgestock 2020 – Necessity is the Mother of ReinventionNudgestock 2020 – Necessity is the Mother of Reinvention
Nudgestock 2020 – Necessity is the Mother of ReinventionOgilvy Consulting
 
What's Next: How brands can capture value, mindset and experiences on their o...
What's Next: How brands can capture value, mindset and experiences on their o...What's Next: How brands can capture value, mindset and experiences on their o...
What's Next: How brands can capture value, mindset and experiences on their o...Ogilvy Consulting
 
What's Next: Celebrating Eid in a time of isolation
What's Next: Celebrating Eid in a time of isolationWhat's Next: Celebrating Eid in a time of isolation
What's Next: Celebrating Eid in a time of isolationOgilvy Consulting
 
What's Next: Unlocking a powerful corporate culture in turbulent times and be...
What's Next: Unlocking a powerful corporate culture in turbulent times and be...What's Next: Unlocking a powerful corporate culture in turbulent times and be...
What's Next: Unlocking a powerful corporate culture in turbulent times and be...Ogilvy Consulting
 
What's Next: Now, Next & Beyond - Preparing people to return to the workplace
What's Next: Now, Next & Beyond - Preparing people to return to the workplaceWhat's Next: Now, Next & Beyond - Preparing people to return to the workplace
What's Next: Now, Next & Beyond - Preparing people to return to the workplaceOgilvy Consulting
 
What's Next: Rapidly adjusting your customer experience strategy for the "new...
What's Next: Rapidly adjusting your customer experience strategy for the "new...What's Next: Rapidly adjusting your customer experience strategy for the "new...
What's Next: Rapidly adjusting your customer experience strategy for the "new...Ogilvy Consulting
 
What's Next: Using technology to engage employees & build businesses
What's Next: Using technology to engage employees & build businessesWhat's Next: Using technology to engage employees & build businesses
What's Next: Using technology to engage employees & build businessesOgilvy Consulting
 
What's Next: Health & Wellness - Disruption & Adapting for the Rebound
What's Next: Health & Wellness - Disruption & Adapting for the ReboundWhat's Next: Health & Wellness - Disruption & Adapting for the Rebound
What's Next: Health & Wellness - Disruption & Adapting for the ReboundOgilvy Consulting
 
What's Next: Using technology to engage employees and build businesses
What's Next: Using technology to engage employees and build businessesWhat's Next: Using technology to engage employees and build businesses
What's Next: Using technology to engage employees and build businessesOgilvy Consulting
 
What's Next: Steering Brands through COVID-19
What's Next: Steering Brands through COVID-19What's Next: Steering Brands through COVID-19
What's Next: Steering Brands through COVID-19Ogilvy Consulting
 
What's Next: The Next Frontier in Automotive Industry
What's Next: The Next Frontier in Automotive Industry What's Next: The Next Frontier in Automotive Industry
What's Next: The Next Frontier in Automotive Industry Ogilvy Consulting
 
What's Next: Social Commerce - from transaction to truly social
What's Next: Social Commerce - from transaction to truly socialWhat's Next: Social Commerce - from transaction to truly social
What's Next: Social Commerce - from transaction to truly socialOgilvy Consulting
 
What's Next: Trends for 2020
What's Next: Trends for 2020What's Next: Trends for 2020
What's Next: Trends for 2020Ogilvy Consulting
 
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...Ogilvy Consulting
 
What's Next: Food Hacktivist
What's Next: Food HacktivistWhat's Next: Food Hacktivist
What's Next: Food HacktivistOgilvy Consulting
 
What's Next: Programmatic Marketing
What's Next: Programmatic MarketingWhat's Next: Programmatic Marketing
What's Next: Programmatic MarketingOgilvy Consulting
 

Plus de Ogilvy Consulting (20)

How to Win in Marketplaces
How to Win in MarketplacesHow to Win in Marketplaces
How to Win in Marketplaces
 
The Return to Growth in Turbulent Times
The Return to Growth in Turbulent TimesThe Return to Growth in Turbulent Times
The Return to Growth in Turbulent Times
 
Using Brand to Drive M&A Value
Using Brand to Drive M&A ValueUsing Brand to Drive M&A Value
Using Brand to Drive M&A Value
 
Influencing our New Reality
Influencing our New RealityInfluencing our New Reality
Influencing our New Reality
 
Nudgestock 2020 – Necessity is the Mother of Reinvention
Nudgestock 2020 – Necessity is the Mother of ReinventionNudgestock 2020 – Necessity is the Mother of Reinvention
Nudgestock 2020 – Necessity is the Mother of Reinvention
 
What's Next: How brands can capture value, mindset and experiences on their o...
What's Next: How brands can capture value, mindset and experiences on their o...What's Next: How brands can capture value, mindset and experiences on their o...
What's Next: How brands can capture value, mindset and experiences on their o...
 
What's Next: Celebrating Eid in a time of isolation
What's Next: Celebrating Eid in a time of isolationWhat's Next: Celebrating Eid in a time of isolation
What's Next: Celebrating Eid in a time of isolation
 
What's Next: Unlocking a powerful corporate culture in turbulent times and be...
What's Next: Unlocking a powerful corporate culture in turbulent times and be...What's Next: Unlocking a powerful corporate culture in turbulent times and be...
What's Next: Unlocking a powerful corporate culture in turbulent times and be...
 
What's Next: Now, Next & Beyond - Preparing people to return to the workplace
What's Next: Now, Next & Beyond - Preparing people to return to the workplaceWhat's Next: Now, Next & Beyond - Preparing people to return to the workplace
What's Next: Now, Next & Beyond - Preparing people to return to the workplace
 
What's Next: Rapidly adjusting your customer experience strategy for the "new...
What's Next: Rapidly adjusting your customer experience strategy for the "new...What's Next: Rapidly adjusting your customer experience strategy for the "new...
What's Next: Rapidly adjusting your customer experience strategy for the "new...
 
What's Next: Using technology to engage employees & build businesses
What's Next: Using technology to engage employees & build businessesWhat's Next: Using technology to engage employees & build businesses
What's Next: Using technology to engage employees & build businesses
 
What's Next: Health & Wellness - Disruption & Adapting for the Rebound
What's Next: Health & Wellness - Disruption & Adapting for the ReboundWhat's Next: Health & Wellness - Disruption & Adapting for the Rebound
What's Next: Health & Wellness - Disruption & Adapting for the Rebound
 
What's Next: Using technology to engage employees and build businesses
What's Next: Using technology to engage employees and build businessesWhat's Next: Using technology to engage employees and build businesses
What's Next: Using technology to engage employees and build businesses
 
What's Next: Steering Brands through COVID-19
What's Next: Steering Brands through COVID-19What's Next: Steering Brands through COVID-19
What's Next: Steering Brands through COVID-19
 
What's Next: The Next Frontier in Automotive Industry
What's Next: The Next Frontier in Automotive Industry What's Next: The Next Frontier in Automotive Industry
What's Next: The Next Frontier in Automotive Industry
 
What's Next: Social Commerce - from transaction to truly social
What's Next: Social Commerce - from transaction to truly socialWhat's Next: Social Commerce - from transaction to truly social
What's Next: Social Commerce - from transaction to truly social
 
What's Next: Trends for 2020
What's Next: Trends for 2020What's Next: Trends for 2020
What's Next: Trends for 2020
 
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...
 
What's Next: Food Hacktivist
What's Next: Food HacktivistWhat's Next: Food Hacktivist
What's Next: Food Hacktivist
 
What's Next: Programmatic Marketing
What's Next: Programmatic MarketingWhat's Next: Programmatic Marketing
What's Next: Programmatic Marketing
 

Dernier

Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 

Dernier (20)

Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 

How to build a global passion brand: Insights from the 2013 Social@Ogilvy Brand Advocacy Study

  • 1. Irfan Kamal John Bell Insights from the 2013 Social@Ogilvy Global Brand Advocacy Study How to Build a Global Passion Brand
  • 2. 3HOW TO BUILD A GLOBAL PASSION BRAND 2013 Table of Contents Executive Summary 5 What Brands Need to Know About Building a Passion Brand 6 Findings 7 5 Ways to Build Advocacy and Amplify Passion 12 In Depth: What Does Real Advocacy Look Like? 18 Detail: Advocacy Levels by Country Category 19 Detail: Advocacy Drivers by Country Category 20 Detail: Advocacy Intensity: A Look at Real Passion 24 What’s Different about Passion Leaders 25 Spotlight: Deep Dive into Drivers 26 Methodology 27 About Social@Ogilvy 30 Thank You to Our Study Partners CIC | Visible Technologies | Radian6 Contributors Luisa Lorente | Victoria Martins | Tim Parsons
  • 3. 4HOW TO BUILD A GLOBAL PASSION BRAND 2013 People in China are more passionate about skin care brands than the latest action movie.
  • 4. 5HOW TO BUILD A GLOBAL PASSION BRAND 2013 I n today’s digitally driven world, advocacy for a brand is just a like, tweet, pin, reblog or product review away. But what really drives social advocacy has been a relative mystery. Understanding how advocacy works is critical to driving real business value. It helps brands enable and amplify genuine, organic word of mouth, which translates into financial value. In fact, the data Ogilvy has collected suggests that social shares drive action at a rate as high as 10x that of paid impressions. The following study analyses almost 7 million brand mentions in 4 countries and reveals surprising insights on how people talk about the brands they love. These insights include two “passion brands” that generated more passionate advocacy than blockbuster movies and the unexpected #1 driver of advocacy: product features. Using this analysis, we have developed five recommendations to help brands build advocacy and amplify passion. Brands that do not generate substantial advocacy will need to pay more for reach and consequently have costs substantially higher than those brands that drive high advocacy. In an environment where costs to reach consumers continue to escalate, this advantage could make the difference between a company with outstanding shareholder returns and one that fails to perform. Executive Summary
  • 5. 6HOW TO BUILD A GLOBAL PASSION BRAND 2013 What Brands Need to Know About Building a Passion Brand T o better understand what drives advocacy, and to look at the differences in sharing across categories and countries, Social@ Ogilvy undertook a comprehensive first-of-a-kind study. We looked at almost 7 million social media mentions of 22 brands (and 8 feature films) spanning 4 countries. We then analyzed the data to answer the following: ƒƒ What people talk about when they share their thoughts about brands: from features (rational), benefits (emotional), and cost (deals/ savings) to customer service and advertising ƒƒ What the degrees of advocacy are, from mere liking (“casual advocacy”) to enthusiastic support (“passionate advocacy”) ƒƒ How advocacy differs country by country
  • 6. 7HOW TO BUILD A GLOBAL PASSION BRAND 2013 Findings FINDING 1 Where advocacy is concerned, features trump emotion. We looked at advocacy mentions of ads, benefits, features, costs and customer service. In all markets, features (e.g. the characteristics of skin cream) were the most often mentioned. In comparison, mentions of ads/commercials typically garnered the fewest mentions. ||||||||||||||||||||||||||||||| Exceptions included: the Coffee category in Brazil where deals and savings were the biggest driver; and the Skin Care category in China where there were about as many mentions of ads in advocacy posts as references to features.
  • 7. 8HOW TO BUILD A GLOBAL PASSION BRAND 2013 FINDING 2 Advocacy can occur anywhere; no category is too “boring.” Of the 22 brands we looked at, the five with the highest advocacy percentage included 2 hotels, 2 skin care brands and 1 fashion retailer. One instant coffee brand came in among the top 10. This showed us that it’s a myth that people only advocate in specific categories.
  • 8. 9HOW TO BUILD A GLOBAL PASSION BRAND 2013 FINDING 3 China boasts the highest level of brand advocacy. Overall advocacy rates can vary by as much as 50% between categories and as much as 5x between countries. China had the highest overall brand advocacy rate, coming in at about 30% of mentions vs. Brazil’s 6% and the UK and US’s levels of 12% and 13% respectively. China 30% Brazil 6% 300= 60= Fig. 1
  • 9. 10HOW TO BUILD A GLOBAL PASSION BRAND 2013 FINDING 4 Few brands are driving true passion. For most brands, the majority of mentions were casual. In the US, only 2 brands out of 22 had over 50% of mentions falling in the most enthusiastic advocacy category (love, excitement, must-do/buy). Interestingly, those 2 brands had more enthusiastic advocacy than blockbuster movies like The Avengers and The Hunger Games.
  • 10. 11HOW TO BUILD A GLOBAL PASSION BRAND 2013 FINDING 5 Brands have an enormous social advocacy gap. Advocacy mentions represented about 15% of all brand mentions, with the remainder being either neutral or negative mentions. However, when we dove deeper into the US hotel category, for instance, we found less than 1 advocacy mention per 100 stays. 1 With some of the studied hotels reporting guest satisfaction scores of 80% or more, there’s clearly a large social advocacy gap: the vast majority of people satisfied with their experience aren’t advocating online. Not even movies have overcome this advocacy gap, with less than 1 advocacy mention per 100’ movie tickets sold in the US.2,3 1 Stays estimated based on publicly available occupancy and room counts, as reported in financial filings, news media statistics and Smith Travel Research data 2 Tickets sold estimated based on boxofficemojo.com US theatrical sales data for the period studied, and estimated 2012 average ticket price reported by the National Association of Theater Owners 3 There’s some undercounting here because we could only look at publicly visible advocacy mentions
  • 11. 12HOW TO BUILD A GLOBAL PASSION BRAND 2013 RECOMMENDATION 1 To drive passionate advocacy, know and focus on your fans’ true advocacy (not satisfaction) inspirations. What drives passionate advocacy may not be the same thing that drives consumer satisfaction based on brand research. It’s important to build programs that emphasize real advocacy drivers. For example, we know that hotel advocacy tends to reference features. Using tools that help identify “clusters” of discussion, we notice that Holiday Inn’s breakfast tends to drive more advocacy than other hotels; in comparison, Kimpton’s bars are more often cited than those of other brands. This data can be useful as the inspiration point for creative/campaign messaging. More deeply, these insights can be used to inform changes in messaging and even products. 5 ways to build advocacy and Amplify Passion
  • 12. 13HOW TO BUILD A GLOBAL PASSION BRAND 2013 RECOMMENDATION 2 Identify and use your brand’s differentiated advocacy drivers. Different brands often have distinct advocacy strengths – things people talk about most for that brand. Understanding and emphasizing that strength can help a brand stand out in the conversation. Two of the highest advocacy brands, even when compared to movies, were Kimpton and Kiehls in the US. What’s interesting, however, is that there are significant differences in what drives the higher levels of passion when compared to category averages: for Kiehls, it’s features while for Kimpton, it’s benefits and customer service. Look carefully at the brand and competitive set to determine what could be the most effective advocacy driver.
  • 13. 14HOW TO BUILD A GLOBAL PASSION BRAND 2013 RECOMMENDATION 3 For global relevance, emphasize product features. Product features were the number one driver of advocacy in every country studied, and deserve to be the key focus of global advocacy programs. While features should be the key messaging, market- level and brand-level data can help further refine the precise execution. For example, a skin care brand might also consider Brazil’s relatively greater mentions of cost or China’s relatively greater mentions of ads when designing the specifics of the program.
  • 14. 15HOW TO BUILD A GLOBAL PASSION BRAND 2013 RECOMMENDATION 4 Move beyond the blunt metric of “sentiment” to tracking advocacy levels. Brands who really want to strengthen advocacy need to implement a quantitative advocacy tracking index. A simple positive/neutral/negative tracking system does little to help understand the degree of recommendation around a brand. Leading brands should pursue a more advanced scoring system to look at the ability to increase advocacy over time, identify key drivers by brand, and evaluate differentiators between brands. Ogilvy created its new Advocacy Index to track category-specific advocacy, including level of passion. This index can be customized to analyze specific brands, competitors and markets and be extended to integrate content metrics to provide both insights and progress measurement over time.
  • 15. 16HOW TO BUILD A GLOBAL PASSION BRAND 2013 RECOMMENDATION 5 Encourage and enable advocacy everywhere. Think about increasing advocacy impact in 3 ways: volume, passion and reach. 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. As an example, we use the Advocacy Pyramid Framework to help brands customize advocacy programs based on value and brand passion. To amplify reach, use owned, earned and paid channels, including influencer engagement, employee communications, social content, websites, ads and email/CRM.
  • 16. 17HOW TO BUILD A GLOBAL PASSION BRAND 2013 5 Ways to Close the Social Advocacy Gap. When we analyzed the US hotel category, we found less than 1 social advocacy mention per 100 stays. With some of the studied hotels reporting guest satisfaction scores of 80% or more, there’s clearly a large social advocacy gap: the vast majority of people satisfied with their experience aren’t talking about it online. OPPORTUNITY Brand Satisfaction 80% Brand Advocacy 1% Recommendations 1 To drive passionate advocacy, know and focus on your fans’ true advocacy (not satisfaction) inspirations. 2 Identify and use your brand’s differentiated advocacy drivers. 3 For global relevance, emphasize product features. 4 Move beyond the blunt metric of “sentiment” to tracking advocacy levels. 5 Encourage and enable advocacy everywhere.
  • 17. 18HOW TO BUILD A GLOBAL PASSION BRAND 2013 In Depth: What Does Real Advocacy Look Like? T here’s a common perception that advocacy is viral, big and relies heavily upon big ad campaigns like the latest Old Spice campaign or Super Bowl ads. In our research, we found there’s a high volume of advocacy driven by everyday experiences such as being delighted by a great product feature, an exceptional service experience or a good deal. In this study, we took an in-depth look at advocacy, analyzing both the level of advocacy and the driver of advocacy. For the level of advocacy, we looked at both the volume and intensity of the advocacy mentions. Intensity is what we refer to as the level of passion.4 To determine the drivers of advocacy, we evaluated advocacy mentions for their content. 4 The ratio of the most passionate advocacy mentions to all advocacy mentions
  • 18. 19HOW TO BUILD A GLOBAL PASSION BRAND 2013 Coffee 14% 31 Fashion Retailers 12% 33 Hotels 13% 29 Movies 14% 45 Skin care 18% 39 140= 120= 130= 140= 180= 310= 330= 290= 450= 390= Passion (On a scale of 0-100, with 100 being the highest)Advocacy Advocacy Levels by Category Passion (On a scale of 0-100, with 100 being the highest) Brazil 6% 22 China 30% 18 United Kingdom 12% 43 United States 13% 49 60= 300= 120= 130= 220= 180= 430= 490= Advocacy Advocacy Levels by Country Detail: Advocacy Levels by Country Category We found that, on average, about 15% of all brand mentions were advocacy mentions where the person expressed some positive comments about a brand.5 This differed across categories, ranging from 12% for fashion retailers and coffee, to 18% for skincare. Differences across countries were more pronounced, ranging from 6% for Brazil to 30% for China. While Brazil had a much lower overall advocacy % than China, its advocates were just as passionate. The home of the most passionate advocates was the US, with the UK a close 2nd . 5 Advocacy mentions include neutral mentions. For example, a simple announcement or mention with no specific personal context (e.g. “bought” or “stayed”) would qualify as neutral. A negative mention would not include advocacy-related keywords. The results by category in Figure 3 (above) were much more uniform, showing that advocacy is not constrained by category – it can happen in any industry. The passion levels varied a bit, with movies and skincare a bit higher than hotels and coffee. “There is nothing like a good pair of worn-in Levi’s…I just want to get rid of all my other skinny jeans and wear Levi’s for the rest of my life.”(USA) Fig. 2 Fig. 3
  • 19. 20HOW TO BUILD A GLOBAL PASSION BRAND 2013 At the aggregate level, there were both differences and similarities in advocacy across countries. Figure 4 shows more detail and Figure 5 on page 21 provides a summary of some of the key observations from the data. Some of the country observations include: ƒƒ Features were consistently the largest drivers of advocacy mentions across countries ƒƒ In China, benefits were the #2 driver ƒƒ In Brazil, the UK and the US, cost was the #2 driver Detail: Advocacy Drivers by Country Category China Ads Benefits Cost Features Customer Service 152= 163= 148= 448= 88= Avg. Value 15.2% 16.3% 14.8% 44.8% 8.8% United Kingdom Ads Benefits Cost Features Customer Service 79= 186= 241= 334= 160= Avg. Value 7.9% 18.6% 24.1% 33.4% 16.0% United States Ads Benefits Cost Features Customer Service 111= 197= 242= 330= 120= Avg. Value 11.1% 19.7% 24.2% 33.0% 12.0% Brazil Ads Benefits Cost Features Customer Service 145= 183= 230= 333= 109= Avg. Value 14.5% 18.3% 23.0% 33.3% 10.9% Advocacy Driver by Country “I went to Zara today... There are many beautiful clothes! And they are not too expensive.”(Brazil) “Man, today I confirmed it that this Dove Man Care really does have 48 hours of effectiveness.”(Brazil) “A cup of Nescafe in the morning, wakes me up and stay sharp all day long [sic] ” (China) Fig. 4
  • 20. 21HOW TO BUILD A GLOBAL PASSION BRAND 2013 Features (Rational) Benefits (Emotional) Cost Customer Service Ads Brazil High Med-Low Med Low Low China High Med-Low Low Low Med-Low United Kingdom High Med-Low Med Med-Low Low United States High Med-Low Med Low Low Total Advocacy Driver Volume by Country* * High=30%+; High-Med=25-29.9%; Med =20-24.9%; Med-Low=15-19.9%; Low=14.9% or lessFig. 5 ƒƒ Customer service was more important in the UK while least important in China ƒƒ In the Ads category, UK mentions were least linked to ad mentions (while in China they were the highest) “River Island is an absolutely fantastic store both on the high street and on their website as I have never had any type of item off them that is faulty or had any problem…”(UK)
  • 21. 22HOW TO BUILD A GLOBAL PASSION BRAND 2013 Advocacy Driver by Category Coffee Ads Benefits Cost Features Customer Service 123= 150= 258= 358= 111= Avg. Value 12.3% 15.0% 25.8% 35.8% 11.1% Fashion Retail Ads Benefits Cost Features Customer Service 74= 263= 169= 401= 92= Avg. Value 7.4% 26.3% 16.9% 40.1% 9.2% Hotels Ads Benefits Cost Features Customer Service 84= 161= 212= 385= 158= Avg. Value 8.4% 16.1% 21.2% 38.5% 15.8% Movies Ads Benefits Cost Features Customer Service 132= 164= 169= 459= 77= Avg. Value 13.2% 16.4% 16.9% 45.9% 7.7% Skincare Ads Benefits Cost Features Customer Service 192= 161= 234= 306= 108= Avg. Value 19.2% 16.1% 23.4% 30.6% 10.8% Fig. 6
  • 22. 23HOW TO BUILD A GLOBAL PASSION BRAND 2013 Features (Rational) Benefits (Emotional) Cost Customer Service Ads Coffee High Med-Low High-Med Low Low Fashion Retailers High High-Med Med-Low Low Low Hotels High Med-Low Med Med-Low Low Movies High Med-Low Med-Low Low Low Skin care High Med-Low Med Low Med-Low Total Advocacy Volume Driver by Category* * High=30%+; High-Med=25-29.9%; Med =20-24.9%; Med-Low=15-19.9%; Low=14.9% or less Fig. 7 “Nescafe Rich Colombian instant coffee is deliciously cheap compared to dropping $20 a week at timmies [sic]. Best decision ever.”(US) “Shopping at HM last night, so sweeeeet [sic], super love the royal-blue shoes, and the skirt, green hot pants, Bravo! All look so amazing, feeling high all the night.”(US) ƒƒ Feature discussion was the highest driver of advocacy ranging from 31% to 46% of mentions. ƒƒ Cost advocacy for the coffee category was the highest of any of the categories studied. ƒƒ There’s a substantially higher mention of advertising among skincare advocacy mentions. But at 19% of mentions, it’s still quite a bit lower than the 31% attributable to discussions of features. ƒƒ Fashion retailers advocacy mentions refer more to the benefits around the shopping experience than the other categories studied. When we look at the categories, we see a similar pattern in what drives advocacy. Figure 6 shows the detail, and Figure 7 provides a summary, including:
  • 23. 24HOW TO BUILD A GLOBAL PASSION BRAND 2013 Top 10 studied brands with the highest advocacy The top 10 brands with the highest passion Brand Sheraton Estee Lauder Kimpton Levis Olay Dove L’Oreal Nescafe Gap Starbucks 260= 240= 230= 210= 200= 180= 180= 150= 150= 140= Advocacy 26% 24% 23% 21% 20% 18% 18% 15% 15% 14% Passion 68% 63% 50% 49% 45% 44% 39% 37% 37% 34% Key Hotels Skin care Fashion Retailers Coffee 50= 50= 50= 50= Fig. 8 Fig. 9 Brand Kimpton Kiehls Folgers Banana Republic Olay Estee Lauder L’Oreal Levis Dove Zara Detail: Advocacy Intensity: A Look at Real Passion We took a look at high advocacy and the intensity of advocacy – to explore how often brands generated “brand passion,” as compared to simpler forms of advocacy such as check-ins or simple mentions of a brand. We looked at advocacy at different levels, including high, medium, low and total. We also looked at the ratio of high to total advocacy conversations (we refer to this as Passion). When we look at this from a “passion brand” lens1 , we see a slightly different ranking. If you compare Figure 8 to Figure 9, you can see how brands with the highest advocacy are not always the ones with the highest passion. 1 Calculated as % of advocacy mentions that fall into the highest level of advocacy, as defined in the Methodology section
  • 24. 25HOW TO BUILD A GLOBAL PASSION BRAND 2013 Features (Rational) 33.0% 27.3% Benefits (Emotional) 18.0% 21.2% Cost 23.8% 23.7% Customer Service 20.8% 24.3% Ads 4.5% 3.5% 330= 180= 238= 208= 45= 273= 212= 237= 243= 35= Hotels avg (US) Kimpton Discussion breakout vs. category averages Hotels Kiehls Features (Rational) 29.8% 35.0% Benefits (Emotional) 16.6% 15.0% Cost 27.7% 24.8% Customer Service 7.1% 8.4% Ads 18.8% 16.8% 298= 166= 277= 71= 188= 350= 150= 248= 84= 168= Skincare avg (US) Discussion breakout vs. category averages Skincare Fig. 10 Fig. 11 What’s Different about Passion Leaders W hat about the “passion brands,” i.e. the leaders that generate either high passion or high advocacy (as % of mentions)? What do they look like relative to other brands? The following table compares discussion breakout vs. category averages for the two highest advocacy passion brands: Kimpton and Kiehls (US only). Kimpton Hotels over indexes in the hotel category on benefits and customer service. Conversely, they under index on advocacy associated with the more rational based features and advertising. Conversely, Kiehls over indexes in the skincare category for Features.
  • 25. 26HOW TO BUILD A GLOBAL PASSION BRAND 2013 Keyword Hilton Holiday Inn Hyatt Marriott Sheraton Kimpton airport 1.94 1.83 1.67 1.84 1.77 N/A amenities N/A 1.33 0.83 N/A 1.41 1.64 area 1.39 2.11 1.08 1.92 1.79 1.61 bar 1.24 1.41 0.9 1.42 1.39 1.97 bathroom N/A 1.52 0.82 N/A 1.42 1.74 beach 1.71 1.36 1.45 2.15 2.05 N/A bed N/A N/A 0.84 N/A N/A 1.66 boutique N/A N/A N/A N/A N/A 1.8 breakfast 2.25 3.15 1.72 2.32 2.22 N/A Keyword prevalence Fig. 12 With good advocacy analytic tools, we’re able to look competitively at brands to dig into the specific features that are being emphasized. For example, we looked at feature related keyword prevalence among US hotel brands. The numbers represent the relative presence of keywords within each brand’s advocacy mentions. For example, discussion of the bar and bathroom for Kimpton are higher than for its peers; similarly, breakfast at Holiday Inn generates more advocacy related discussions. Spotlight: Deep Dive into Drivers
  • 26. 27HOW TO BUILD A GLOBAL PASSION BRAND 2013 W e created advocacy filters and worked with partners CIC, Visible Technologies and Radian6 to assess the advocacy content of approximately 7 million social media conversations around 22 brands and 8 feature films in four countries (Brazil, China, the United Kingdom and the United States) during the first 6 months of 2012. In some cases, there were differences in brands and feature films by country (the latter, based on theatrical availability during the study period). We looked at advocacy at different levels, including High, Medium, Low and Total. We also looked at the ratio of High to Total advocacy conversations (we called it Passion). Here are a few examples of the types of keywords used to create searches for each level: High Amazing; love; fabulous; awesome; perfect; incredible Medium Good; like; nice; decent; standard; reasonable Low Bought; purchased; picked up; tried; saw; stayed; went to We categorized advocacy drivers into the areas of Features (Rational), Benefits (Emotional), Cost (deals / savings), Customer Service, and Ads and Campaigns. Here are a few examples of the types of keywords used to create searches around each area for the hotel category (note that one mention may fall into more than one driver area): Features (Rational) Room size; amenities; location; cleanliness; food Benefits (Emotional) Refreshing; relaxing; peaceful; romantic; comfortable Cost Discounts; special offers; deals; coupons Customer Service Friendly; helpful; accommodating; efficient; enthusiastic Ads and Campaigns Ads; commercials; giveaway; Methodology
  • 27. 28HOW TO BUILD A GLOBAL PASSION BRAND 2013 For feature films, we used a different categorization system. Features (rational) reflect directors, actors and other rational features such as plot, soundtrack or movie format; benefits (emotional) reflect emotions experienced during the movie; cost reflects prices; customer service reflects the customer service/shopping/attendance experience; ads and campaigns added in keywords related to trailers and previews. We made some adjustments to keywords to reflect differences across markets, while attempting to preserve comparability across the broader categories. This study looked at real world advocacy through the lens of social media mentions (text). It did not look at advocacy that occurs through the visual web (images and video). It also did not look at advocacy expressed via means other than publicly visible social comments.
  • 28. 29HOW TO BUILD A GLOBAL PASSION BRAND 2013 About CIC CIC is China’s leading social business intelligence provider, enabling enterprises to fully leverage the power of social media and Internet Word of Mouth (IWOM) intelligence across an organization. Recent acquisition by WPP’s Kantar Media, the media research and insight division of Kantar, has strengthened CIC’s position and is a step towards expansion of its social offering across Asia Pacific. CIC will continue to provide social business intelligence from an objective, third-party perspective, to the world’s leading brands and agencies. Other language services are now available through the Kantar network. http:///www.cicdata.com About Radian6/ Salesforce Marketing Cloud Salesforce Marketing Cloud is the world’s only unified social marketing suite, organizations creating compelling social presences, amplifying content, tracking campaign ROI and ultimately driving real business results. Marketing Cloud allows businesses to make better decisions in marketing, sales and service and in decisions that will impact the bottom line. This is used to empower brands to turn insights into action, and connections into Customers for Life™. http://www. salesforcemarketingcloud. com/ About Visible Technologies Visible’s social monitoring, analytics and engagement platform and expertise help businesses analyze social media conversations to better understand consumer preferences, market dynamics, competitive strengths and weaknesses and other information critical to a company’s reputation and brands. Visible’s insights and ability to connect with customers on social channels enables brands to rapidly gauge effectiveness of their existing programs and optimize in real time leading to greater ROI, increased marketing effectiveness, improved customer satisfaction and brand loyalty. www.visibletechnologies. com, @visible extensive experience in text analytics, natural language processing, machine learning, and information retrieval. And because of Visible’s considerable human labeling practice, ou scientists have access to an extensive set of sentiment data. Bellevue (Headquarters) 3535 Factoria Blvd SE Suite 400 Bellevue, WA 98006
  • 29. About Social@Ogilvy S ocial@Ogilvy is the largest social media marketing communications network in the world. Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, the practice leverages social media expertise across all Ogilvy Mather disciplines, offering an extensive list of services within the foundational business solutions -- Listening and Analytics; Social Business Solutions; Social Media Marketing and Communications; Social Shopping; Social CRM; Social Care; and Conversation Impact™