An interesting piece and accompanying infographic on Brand Advocates and how Brand Owners and Brand Builders should approach them for their invaluable role in today’s social media-driven consumer landscape. Written by Pat McCarthy of WOM (Word of Mouth), as published in the WOMMA Blog.
Advocates influence opinions and purchases:
- Brand advocates aren’t shy.They have strong opinions about products and where to buy them.
- According to the study, brand advocates are 70% more likely to be seen as a good source of information by people around them.
- Their friends and followers make purchase decisions based on their recommendations.
- The study found that brand advocates are 50% more likely to create a post that influences a purchase.
Advocates like being recognized for their insights:
- Advocates may have a strong altruistic streak, but they also want to be recognized. The study found that they are 150% more likely to value their perception as a good source of information.
- Advocates want to know they are being helpful, both from the people they help and from the brands they discuss.
What Brand Owners and Brand Builders should do:
- Engage with them on their own turf. Don’t wait for brand advocates to come to you; instead, find where they socialize.
- Special handling is required. Advocates aren’t like average consumers, so don’t treat them as if they were.
- A high-quality diet is a must. Coupons, special offers and access to exclusive videos really resonate with advocates.
- Make it easy for hunting and gathering. Always think of ways to make your content easy to find and share.
Inspiration: WOMMA (Word of Mouth Marketing Association)