How to Build a Passion Brand (and Why It is a Breakthrough Strategy) Insights from the 2013 Social@Ogilvy Global Brand Advocacy Study PRESENTED AT IAB CONECTA 2013 by IRFAN KAMAL

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Goals

•  3 Goals for Session –  Consumer behavior has changed but we have not fully adapted –  I now have a new framework and tools to harness this change to

reach them even more effectively than I ever did before –  And, I know a couple of very specific ways I can starting doing

that as soon as I leave this event

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It used to be simpler

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More channels = harder to market Harder to break through today

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Trusted Most

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Social Engagement is High

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•  In 2011 Social Engagement was still in its ascendance but we still saw almost 4% of audiences in Brazil and China & around 2.8% in Mexico engaging with Brands online

Mexico in top 3

•  Social Engagement in Mexico is 75% higher than the USA

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There’s a better way

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Our next-5 year approach to drive large gains in ROI?

Dramatically increase reach and effectiveness by: 1.  enabling and 2.  inspiring

your customers and purchase influencers to talk positively about and recommend your brand This is brand advocacy.

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Here’s an example of brand advocacy in action

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The gain potential is huge compared to other investments

•  Consumers exposed to social content, by itself or in conjunction with other media, are up to 7x more likely to spend or consume more product (Ogilvy)

•  Word of mouth accounts for up to 80% of the reach of marketing campaigns (WOM amplifies paid reach by up to 4x) (Purchased)

•  Based on telecom co. experiments, social media program ROI exceeded that of traditional marketing (McKinsey)

SOURCES: Demystifying Social Media, McKinsey 2012; Does Investing in Social Media Create Business Value, Ogilvy 2011; Internal research from Purchased

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Two components of advocacy

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volume

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Passion passion

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The largest study to date of global brand advocacy

7 million data points

20+ brands

4 categories

4 countries

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What do people really think about sharing?

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What are some specific examples?

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What drives advocacy?

•  Which drives the most advocacy?

1.  Features (rational)

2.  Benefits (emotional)

3.  Cost/deals/savings

4.  Ads

5.  Customer service

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What drives advocacy?

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The US must have the most vocal brand advocates, right?

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What about passion?

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My category can’t possibly generate advocacy

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True passion is tough, but can be done

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Here’s the 10 top without movies

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Big picture: Vast majority of brands are failing

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So, what to make of all of this? 4 steps

1.  Understand your brand’s overall advocacy drivers (by market)

2.  Create messaging & content approach by identifying very specific customer segments and topics driving advocacy within each segment

3.  Create separate advocacy programs based on customer value segments

4.  Track progress

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1. Find where you stand out against the category

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2. Then dig deeper into advocacy drivers by segment

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3. Implement multiple advocacy platforms and programs based on segment and value

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4. Track progress

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Further information: Oscar Rojas, Head of Social@Ogilvy Mexico, oscar.rojas@ogilvy.com , twitter @amenazza Irfan Kamal, Global Head, Data, Products & Partners, Social@Ogilvy, twitter @irfankamal

Gracias!