News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Brands fail to harness power of advocacy via social media
Few brands are harnessing the power of advocacy, according to analysis carried out by social media strategists Social@Ogilvy.
Brand advocacy can account for up to 80% of reach from marketing campaigns, yet most brand mentions on social media aren't passionate or contain content that advocates a product or service.
Instead, the majority of brand mentions on social media are neutral or negative. Just 15% of all brand mentions analyzed in Social@Ogilvy's research were advocacy mentions.
According to Social@Ogilvy's global head of Data+Analytics and Products, Irfan Kamal, the reason for the low number of advocacy mentions is that brands aren't doing enough to prompt satisfied customers to share their views and experiences in social media.
"Brands have not provided the technology, incentives or content that both inspire and enable customers to speak out positively," said Kamal. "To help close the gap, brands must help facilitate advocacy volume, reward passion and amplify reach."
Social@Ogilvy looked at almost seven million social media mentions of 23 brands and two feature films in four countries - the US, UK, China and Brazil. China had the best overall brand advocacy rate with 30% of mentions, followed by the U.S. (13%), U.K. (12%) and Brazil (6%).
The report, 'How to Build a Passionate Brand', can be viewed online.
Image via Shutterstock
- Brands: How to ensure rogue apps aren't damaging to you
- Top tips to drive purchases
- Brands: How to protect yourself in the app space
- 25% of smartphone owners have used mobile wallet technology at least once
- Forge relationships with consumers with gamification marketing techniques
- 50% of teens bored of Facebook as the social network loses its 'cool' factor
- Studies ID social trends for the holiday season
- Experts: Use the Hunger Games strategy to avoid spam folders
Featured White Papers
- 4 Simple Strategies to Find Time for Creative Work
As marketers, we know our best work is fueled by time to think, brainstorm and explore different directions. But in...
- 2014 Top Insights for Marketing Executives
Winning consumers over today requires building new capabilities that make brands more agile and provides deeper, more intimate knowledge of...
- 6 Common Marketing Problems and How to Beat Them
Feeling tired, frustrated, and overwhelmed with work chaos? Get the Winning at the Game of Marketing eBook and get control....
- Social & The DMP: Understanding Data-Driven Social Media Marketing
Learn how top marketers improved their Social Media Marketing....