Infographics | How to seek and engage Brand Advocates

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)


About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
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