EXCLUSIVE: Brands are failing to tap into the potential of customer advocacy on social media, according to a new global study by Social@Ogilvy.
The study, How to Build a Global Passion Brand, found that the majority of happy customers are not publicly advocating for brands on social platforms – and brands are missing a trick.
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. Social@Ogilvy Australia’s director, Brian Giesen (pictured), said Aussie brands should take note.
China had the overall brand advocacy rate, coming in at about 30% of mentions, with Brazil taking 6%, the UK 12% and the US 13%.
The study says: “Of the 22 brands we looked at, the five with the highest advocacy percentage included two hotels, two skincare brands and one fashion retailer. One instant coffee brand came in among the top 10. This showed that it’s a myth that people only advocate in specific categories.”
Most brands’ mentions on social media were casual. In the US, only two of 22 brands had more than 50% of mentions falling in the most enthusiastic category of ‘love / excitement / must do/buy’.
Irfan Kamal, global head of data and analytics and products at Social@Ogilvy, said: “While traditional thinking suggests that sharing is driven by emotion, in our study we found that simple features – for example the size of a room or how well a soap tackles odour – surprisingly drove the most positive mentions of brands. And this held across four different countries.”
Giesen said there is a huge opportunity for Australian brands to build advocacy and amplify their fans’ passion by creating programs that engage super fans, providing offline opportunities for consumers to advocate, or by tracking advocacy instead of sentiment.
“At the end of the day, understanding what product features consumers are talking about positively online is the key to creating a successful marketing program that drives high advocacy,” Geisen said.