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BizReport : Social Marketing : May 11, 2011


Brand advocates motivated by altruism

Social networking company BzzAgent has just released a study on the actions, motivations and influence of brand advocates that shows they not only enjoy what they do but want as many people as possible to hear their message.

by Helen Leggatt

bzzagent_Logo.jpgAccording to the study brand advocates are a totally different breed of consumer. They're clued-up on their subject matter, Internet savvy and not afraid to air their views.

It's not a chore for them, either. As well as being 83% more likely to share information and opinion about a product, brand advocates actively enjoy doing so.

"These consumers like to share information and they are constantly looking for new tidbits to pass along," says BzzAgent. "They love and will share coupons, special offers and access to exclusive videos. Marketers should make their videos embeddable and add "like" and "Tweet this" buttons to everything."

Brand advocates like to feel they are helping others make good purchase decisions and are 75% more likely to share their opinions - good and bad - with people outside of their personal network of friends.

That's one of the reasons brand advocates thrive on social sites. Not only do they get access to the wide audience they crave but they also recognize the power of social media to spread their personal messages and advice. They're not shy, and like to be thought of as the person people turn to for product news and insight, found BzzAgent's research, building brands around themselves.

The results of the study have been summarized in an ebook titled, "A Field Guide to Brand Advocates: Practical Insights for Marketers," which can be downloaded here.

Tags: brand advocate, brand awareness, consumer behavior, social media, social network










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