Field Guide to Brand Advocates

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


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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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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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


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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


Prolific Content Creators

Write and share more than twice as many online communications about brands as the typical Web user

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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


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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


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


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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


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


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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


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


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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


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?


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

Email

Social networking site


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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


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?


AdvocatesWeb Users

29%

10%

37%

19%

64%

42%

71%

49%

Unknown online participant

Acquaintance

Relative

Friend


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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


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?


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

Email

Social networking site

eCommerce website


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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


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

PDF

Advanced Search


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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.


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?


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


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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


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Your Marketing Survival Kit!


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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


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Survival Tips

6. Constantly build momentum

7. Enforcethe rules

8. Maketheir voices heard

9. Gaugetheir impact on others

10. Measuresales


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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


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Submit Your Questions


Thank You

Additional Resources:

about.bzzagent.com

@bzzagent

Malcolm [email protected]

Brian [email protected]

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Field Guide to Brand Advocates

Business

Transcript of Field Guide to Brand Advocates