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BzzAgent Proprietary & Confidential 2011
Brand Advocates:A Different Breed
People who habitually share info on the products they use
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• Very different than typical web users• They are a different breed• Here is their story
BzzAgent Proprietary & Confidential 2011
Today’s Presenters
Malcolm FauldsSVP Marketing
Brian CavoliDirector of Marketing
Submit Your Questions for Discussion After the Presentation
Share your thoughts #bzzagent
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BzzAgent Proprietary & Confidential 2011 4
• Established in 2001• Powered by 800,000 volunteer
consumers
• Focused on intersection of product innovation and social media
• Deep CPG experience
• Heavily invested in WOM analytics
Social marketing company that accelerates word of mouth to drive sales
About BzzAgent
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BzzAgent Proprietary & Confidential 2011
Now Part of dunnhumby
• Acquiredby dunnhumby, a division of Tesco
• Global leaderin building brand value for consumer goods and retail companies
• Collect shopper datafrom 350 million+ to personalize experience with retailers and brands
• Unites leaderin shopper marketing with word-of-mouth marketing pioneer
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BzzAgent Proprietary & Confidential 2011 6
CPG FOOD/BEV OTHER
Select Clients
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BzzAgent Proprietary & Confidential 2011
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Source of Our Data
• Survey of advocates and typical web users (age 18+)
• BzzAgent represents advocates
• Conducted by URI College of Business Administration
• No compensation or incentive was offered or provided
BzzAgent Proprietary & Confidential 2011
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Key Attributes
They want to solve problems
Help people make better purchases
They want to build their own brand
Like to be acknowledged for it
They have a strong influence on sales
BzzAgent Proprietary & Confidential 2011
Prolific Content Creators
Write and share more than twice as many online communications about brands as the typical Web user
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BzzAgent Proprietary & Confidential 2011
They influence opinions and purchases 50% more likely to create a post that influences a purchase
70% more likely to be seen as a good source of information
Q. Indicate the extent of your agreement or disagreement(Respondents indicating “strongly agree”)
Advocates Web Users
57%
38%
65%
39%
67%
39%
73%
59%
People make purchases basedon the information I provide
People ask me for informationabout products
My friends think of me as agood source of information
If someone asked me- I couldtell him/her where to shop
BzzAgent Proprietary & Confidential 2011
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They influence opinions and purchases
Brand advocates aren’t shy - strong opinions about products and where to buy them
Followers act on their recommendations
Value them, take opinions seriously and ask for feedback
BzzAgent Proprietary & Confidential 2011
Lead frequent discussions about brands 83% more likely to share information about products
3 Times more likely to view it as relaxation
Twice as likely to be driven to contribute to the pool of info
Q. How often do you communicate online about new products or to satisfy the following needs?
(Respondents indicating “very often”)
AdvocatesWeb Users
50%
38%
51%
40%
51%
26%
54%
29%
54%
16%
55%
39%
56%
48%
59%
41%
60%
47%
To be entertained
To solve problems
To contribute to apool of information
To provide otherswith information
To relax
To make decisions
To learn how to do things
To get information
To stay in touch
BzzAgent Proprietary & Confidential 2011
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Lead frequent discussions about brands
Sharing is not an imposition – it is relaxation. Helping solve problems is a key motivator
Give them what they need – great content, personal attention and sneak peeks at what’s next
Treat them like peers – let them see the passion you have for the product
BzzAgent Proprietary & Confidential 2011
Motivated to help others 2.5 times more likely to use social to expand their social circles
75% more likely to share a great product experience
If a product disappoints, they are more likely to warn others
Q. I communicate with others online because…(Respondents indicating “strongly agree”)
Advocates
Web Users
68%
71%
73%
75%
83%
83%
39%
49%
46%
32%
51%
32%
I want to express my joyabout a good buy
I want to help others with myown positive experiences
I want to tell others abouta great experience
I like the incentives I receivefor my communications
I like to receive free products
I want to meet nice people
BzzAgent Proprietary & Confidential 2011
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Motivated tohelp others
They are very social, they want to meet new people and share good experiences
Make it easy to share your stuff, encourage it
Keep it coming, this is not a one-time effort
BzzAgent Proprietary & Confidential 2011
Like being recognized for their insight 150% more likely to value their perception as a good source of infoQ. Indicate the extent of your agreement or disagreement
(Respondents indicating “strongly agree”)
Advocates
Web Users
38%
18%
61%
24%
It is important to me thatpeople recognize my efforts
It is important to me thatpeople view me as a good
source of info
BzzAgent Proprietary & Confidential 2011
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Like being recognizedfor their insight
Advocates are altruistic. They want to know they are being helpful – and recognized. Sharing is how they build their personal brand.
Celebrate them, feature their posts
Give them exposure and the endorsements that help them build their brand
BzzAgent Proprietary & Confidential 2011
Prefer to share on social networks 2X more likely to share on social networks
4X more likely to use online feedback / discussion boards
3X more likely to blog
2X more likely to use Amazon and Twitter
Q. How often do you use the following platforms to send information about products, brands, sales or stores?
(Respondents indicating “very often”)
Advocates
Web Users
12%
5%
16%
5%
16%
5%
19%
8%
22%
11%
27%
7%
28%
7%
43%
22%
53%
39%
58%
27%
Video Blog
Customer-createdcomplaint site
Blog
Micro-blog
Instant messaging
Discussion board or forum
Online feedback mechanism
eCommerce website
Social networking site
BzzAgent Proprietary & Confidential 2011
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Prefer to share onsocial networks
When they share, they love all things social - especially social networks where they have much more reach than those relying on email.
Be where they are, engage them in their own environments
Communicate as a peer – don’t hide behind your brand
Check for FTC disclosure compliance
BzzAgent Proprietary & Confidential 2011
Reach a broader audience 3 times more likely to share product information with an unknown participant
Q. How often do you communicate with the following individuals about products, brands, sales or stores?
(Respondents indicating “very often”)
AdvocatesWeb Users
29%
10%
37%
19%
64%
42%
71%
49%
Unknown online participant
Acquaintance
Relative
Friend
BzzAgent Proprietary & Confidential 2011
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Reach a broader audience
Altruistic personalities and heavy use of social media has benefits
They aren’t average consumers, give them special treatment
Evaluate their influence to identify the ones making the greatest impact
BzzAgent Proprietary & Confidential 2011
Learn from Amazon and social networks Twice as likely to learn about products on discussion boards, online feedback sites and blogs
Q. How often do you use the following platforms to receive information about products, brands, sales or stores?
(Respondents indicating “very often”)
AdvocatesWeb Users
19%
14%
19%
9%
19%
8%
20%
14%
22%
11%
34%
16%
36%
17%
58%
56%
62%
40%
67%
56%
Video Blog
Micro-blog
Blog
Instant messaging
Customer-createdcomplaint site
Online feedback mechanism
Discussion board or forum
Social networking site
eCommerce website
BzzAgent Proprietary & Confidential 2011
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Learn from Amazon and social networks
Although they share on social networks, they learn on Amazon more often - endless source of reviews
Get early users on Amazon quickly to post reviews
Understand what discussion boards appeal to experts
BzzAgent Proprietary & Confidential 2011
Understand new language of marketing 31% more likely to understand “tweeting”
23% more likely to understand “liking”
Q How well do you understand the following computer and
Internet-related terms?(Respondents indicating “fully understand”)
AdvocatesWeb Users
72%
55%
79%
75%
80%
65%
82%
69%
84%
80%
87%
80%
Tweet
MP3
Liking
Friending
Advanced Search
BzzAgent Proprietary & Confidential 2011
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Understand new language of marketing
Advocates are adaptive and up-to-date on technologies. They have a better understanding of the new terms in marketing.
Technology polarization is increasing
Isolate your advocates and communicate with them differently
Use the latest tools - check-ins, Facebook commerce, etc.
BzzAgent Proprietary & Confidential 2011
Talk about the products they use every day
3X more likely to discuss personal care products
2.4X more likely to discuss children’s products
2.2X more likely to discuss household products
Q. How often do you provide online information about products, brands, or places to shop from the following categories?
(Respondents indicating “very often”)
AdvocatesWeb Users
27%20%
32%19%
35%19%
38%22%
40%22%
49%27%
49%24%
49%22%
49%16%
55%32%
Travel
Health or healthcare
Beverages
Media or entertainment
Technology
Shopping, retail or apparel
Home or home products
Household products
Personal care or beauty
Food or dining
BzzAgent Proprietary & Confidential 2011
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Talk about the products they use every day
It’s not just the major purchases that get talked about, it’s the products they use every day
Focus on the right people
Give them priority access to your latest product launches
BzzAgent Proprietary & Confidential 2011
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Your Marketing Survival Kit!
BzzAgent Proprietary & Confidential 2011
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Survival Tips
1. Engagewith them on their own turf
2. Specialhandling is required
3. High-qualitydiet is a must
4. Keepyour eyes on the target
5. Make it easyto hunt and gather
BzzAgent Proprietary & Confidential 2011
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Survival Tips
6. Constantly build momentum
7. Enforcethe rules
8. Maketheir voices heard
9. Gaugetheir impact on others
10. Measuresales
BzzAgent Proprietary & Confidential 2011
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Options for Measuring Sales Impact Vary in Sophistication / Relevance and Should Be Selected According to the Marketer’s Business Situation
Hierarchy of Measurement Practices
1.Matched Panel
Testing
2.Surveys
3.Couponing
4.Marketing Mix
Modeling
BzzAgent Proprietary & Confidential 2011
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Submit Your Questions
BzzAgent Proprietary & Confidential 2011
Thank You
Additional Resources:
about.bzzagent.com
@bzzagent
Malcolm [email protected]
Brian [email protected]
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