Post on 20-Jan-2015
description
How to Build a Passion Brand (and Why It is a Breakthrough Strategy) Insights from the 2013 Social@Ogilvy Global Brand Advocacy Study PRESENTED AT IAB CONECTA 2013 by IRFAN KAMAL
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Goals
• 3 Goals for Session – Consumer behavior has changed but we have not fully adapted – I now have a new framework and tools to harness this change to
reach them even more effectively than I ever did before – And, I know a couple of very specific ways I can starting doing
that as soon as I leave this event
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It used to be simpler
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More channels = harder to market Harder to break through today
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Trusted Most
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Social Engagement is High
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• In 2011 Social Engagement was still in its ascendance but we still saw almost 4% of audiences in Brazil and China & around 2.8% in Mexico engaging with Brands online
Mexico in top 3
• Social Engagement in Mexico is 75% higher than the USA
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There’s a better way
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Our next-5 year approach to drive large gains in ROI?
Dramatically increase reach and effectiveness by: 1. enabling and 2. inspiring
your customers and purchase influencers to talk positively about and recommend your brand This is brand advocacy.
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Here’s an example of brand advocacy in action
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The gain potential is huge compared to other investments
• Consumers exposed to social content, by itself or in conjunction with other media, are up to 7x more likely to spend or consume more product (Ogilvy)
• Word of mouth accounts for up to 80% of the reach of marketing campaigns (WOM amplifies paid reach by up to 4x) (Purchased)
• Based on telecom co. experiments, social media program ROI exceeded that of traditional marketing (McKinsey)
SOURCES: Demystifying Social Media, McKinsey 2012; Does Investing in Social Media Create Business Value, Ogilvy 2011; Internal research from Purchased
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Two components of advocacy
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volume
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Passion passion
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The largest study to date of global brand advocacy
7 million data points
20+ brands
4 categories
4 countries
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What do people really think about sharing?
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What are some specific examples?
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What drives advocacy?
• Which drives the most advocacy?
1. Features (rational)
2. Benefits (emotional)
3. Cost/deals/savings
4. Ads
5. Customer service
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What drives advocacy?
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The US must have the most vocal brand advocates, right?
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What about passion?
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My category can’t possibly generate advocacy
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True passion is tough, but can be done
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Here’s the 10 top without movies
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Big picture: Vast majority of brands are failing
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So, what to make of all of this? 4 steps
1. Understand your brand’s overall advocacy drivers (by market)
2. Create messaging & content approach by identifying very specific customer segments and topics driving advocacy within each segment
3. Create separate advocacy programs based on customer value segments
4. Track progress
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1. Find where you stand out against the category
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2. Then dig deeper into advocacy drivers by segment
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3. Implement multiple advocacy platforms and programs based on segment and value
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4. Track progress
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Further information: Oscar Rojas, Head of Social@Ogilvy Mexico, oscar.rojas@ogilvy.com , twitter @amenazza Irfan Kamal, Global Head, Data, Products & Partners, Social@Ogilvy, twitter @irfankamal
Gracias!