Building Global Brand Passion

Copyright ©2013 Visible Technologies, Inc. All rights reserved.1

Building Brand Passion

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

2013

Irfan KamalSVP | Social@Ogilvy

Should our CMO invest in advocacy?

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

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

Step 1. Setup: Advocacy Levels and Keywords

*Partial list

High Medium Low

Accomplished

Amazed

Amazing

Awesome

Ecstatic

Excellent

Great

Honest

Responsive

Restore

Better

Commitment

Commit

Committed

Credible

Decent

Decently

Effort

Encouraging

Good

Adequate

Fair

Interesting

Liked

Like

Ok

Okay

Regretful

Standard

Typical

Getting Started – Implementing an Advocacy DashboardStep 2. Track Advocacy and Gap vs. Reference/Competitor Brands

Brand #1

Quality #2

Quality #3

Quality #4

+

Getting Started – Implementing an Advocacy Dashboard3. Identify Campaign/Content Opportunities

Brand Comp 1 Comp 2 Comp 3 Comp 4 Comp 5

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How Visible Can Help You Get Started

Set up a dashboard to track your customer passion drivers

Compare the differences between you and your competition.

Use insights to ID what features are most important.

Set an engagement strategy that enables you to drive advocacy.


Results that Deliver Business Impact

Data You Can Trust Industry Experts

Leading Technology

+Deeper Insights

Social Media

Building Global Brand Passion