Activating Woman Brand Advocates

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

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Methodology

• Matched control to advocates in gender, age; and HH income • Explored behaviors and motivations regarding brand advocacy

Surveyed 1,000 women from general US population

Surveyed 3,000 women from the House Party community

Brand Advocates Control

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A brand advocate is…

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We trust brand advocates

“92% of consumers around the world say they trust earned media, such as

word of mouth and recommendations from friends and family, above all

other forms of advertising”

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Advocates at work

[Place video here]

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But who are they and what makes them tick?

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Meet our advocates

47% 30-39 Middle Class $25-75K 55% 80% Married

w/Kids 80% White/

Caucasian

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See where they play

VS

General Pop Brand Advocates

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See how they play… they are more tech savvy

53% of advocates are using tablets, vs. 20% of control

71% of advocates are on smartphones, vs. 36% of control

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And they “socialize” differently from you and me

Updates

Sharing Photos/Videos

Updates

Sharing Photos/Videos

Sharing Info

Learn about Brands

Share Recommendations

Get Recommendations

General Pop Brand Advocates

Brand advocates are 3-5x more likely to share info, learn about

brands, and get recommendations AND

6x more likely to share recommendations

VS

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Newsflash: Brand advocates like brands!

0% 3% 8%

14% 13% 12%

51%

18% 14% 17% 17%

6% 4% 12%

0%

20%

40%

60%

80%

100%

None 1-2 3-5 6-10 11-15 16-20 21+

Brands Liked/Followed in Social Media

Advocates Control

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And, they like them across the ages

20s 40s 30s

20s

Advocates in their 20s more likely to be influenced by online reviews

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They “socialize” a LOT

3+ Hrs

Nearly half are spending 3+ hours

on Facebook

1Hr

1/3 are spending an hour on Pinterest

1Hr

1/5 are spending an hour on Twitter

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What do they like to talk about?

75% Children’s Products

95% Food, Dining & Beverages

83% Media & Entertainment

86% Shopping, Retail & Apparel

79% Personal Care & Beauty

81% Household Products

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Why do they like you?

You treat them well They have a special place in their heart

for you

You entertain them

97% 80%

57%

32% 48%

2%

62% 41%

19% 11% 14% 7%

0% 20% 40% 60% 80%

100% 120%

Special offers, deals, or promotions

I love the brand The brand provides interesting or

entertaining content

Friends are fans of the brand

Service or product support and news

Other

Motivating Factors to Like/Follow a Brand in Social Media

Advocates Control

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Why do they recommend you?

95% 92% 85% 77% 71%

54% 54% 52% 43%

73% 67% 53%

46% 42% 28% 23% 26% 22%

0%

20%

40%

60%

80%

100%

I have tried/used the product and think highly of it

It’s a brand I love

A special offer, discount, or promotion

A desire to help others

A brand’s reputation

A charitable cause

A sense of personal pride; I like to be “in-the-

know”

Ratings & reviews

A brand’s advertising and

marketing

Influential Factors in Inspiring Brand Recommendations

House Party Control

Yum Yum! Love this brand! Yeah right!

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How often do they recommend you? Lots!

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Advocates Control

Frequency of Brand Recommendations Family

Friends

Neighbors

Co-workers

Church, Sports Group, or other organization members Other

Daily or Weekly

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So, do all of these recommendations actually drive purchase? They sure do.

Control Advocates

Trying the Product 93% 72%

Personal Recommendations 81% 46%

Online Recommendations 64% 24%

Online Reviews 61% 31%

Advertising/Marketing from Brand 33% 18%

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But don’t take it from us, let’s hear it from them…

[Place video here]

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So now what?

Find the right people

Be where they are

Give them something to talk about and the tools to share

Treat them well

Give them a great brand experience

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Finding your advocates and giving them a great experience leads to…

of In-Person Experience

Online & Off

In Branding & Sales

Deeper Engagement Stronger Advocacy Bigger Lifts

Activate your brand advocates today about.houseparty.com

800-393-1102 @HousePartyInc