Social Data Week SF: How to Build a Passion Brand - John Bell, Social@Ogilvy

How to Build a Passion BrandA Look at the 2013 Global Brand Advocacy Study

John BellGlobal Managing Director | Social@OgilvyAugust 2013

Should our CMO invest in advocacy?

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Imagine if you could get every customer you have today to gain a new customer by passionately recommending your product or service

Imagine if you could get there by spending less than your competitor

Advocacy can occur anywhere; no category is too “boring”

Hotels # 1, 3

Skincare # 2, 5, 6

Fashion Retailer # 4, 9

Coffee# 7, 10

It's a lot rarer (and harder) to get truly passionate advocates

China boasts the highest level of brand advocacy

The largest driver of advocacy was product features

Advocacy Drivers by Country

Brands have an enormous social advocacy gap

How do we close the Social Advocacy Gap and build passion brands?

RECOMMENDATION:

To drive passionate advocacy, know and focus on your fans’ true advocacy (not satisfaction) inspirations

RECOMMENDATION:

Identify and use your brand’s differentiated advocacy drivers

RECOMMENDATION:

For global relevance, emphasize product features

RECOMMENDATION:

Move beyond the blunt metric of “sentiment” to tracking advocacy levels

Quality #1

Quality #2

Quality #3

Quality #4

RECOMMENDATION:

Encourage and enable advocacy everywhere

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.

To amplify REACH, use owned, earned and paid channels.

Casual

Passionate

VIP Paid

Owned

Earned

Should our CMO invest in advocacy? Would you?

Connect with me

John BellGlobal Managing Director | Social@Ogilvy

john.bell@ogilvy.comBlog. johnbell.typepad.comTwitter. @jbell99

A Great Thanks to our Partners:

Advocacy Drivers by Country