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Presented by Peter Storck, SVP, Research & Kerry Lyons, SVP, Marketing at the Marketing to Women Conference in April 2013
2 © 2013 House Party, Inc.
Methodology
• Matched control to advocates in gender, age; and HH income • Explored behaviors and motivations regarding brand advocacy
Surveyed 1,000 women from general US population
Surveyed 3,000 women from the House Party community
Brand Advocates Control
4 © 2013 House Party, Inc.
We trust brand advocates
“92% of consumers around the world say they trust earned media, such as
word of mouth and recommendations from friends and family, above all
other forms of advertising”
7 © 2013 House Party, Inc.
Meet our advocates
47% 30-39 Middle Class $25-75K 55% 80% Married
w/Kids 80% White/
Caucasian
9 © 2013 House Party, Inc.
See how they play… they are more tech savvy
53% of advocates are using tablets, vs. 20% of control
71% of advocates are on smartphones, vs. 36% of control
10 © 2013 House Party, Inc.
And they “socialize” differently from you and me
Updates
Sharing Photos/Videos
Updates
Sharing Photos/Videos
Sharing Info
Learn about Brands
Share Recommendations
Get Recommendations
General Pop Brand Advocates
Brand advocates are 3-5x more likely to share info, learn about
brands, and get recommendations AND
6x more likely to share recommendations
VS
11 © 2013 House Party, Inc.
Newsflash: Brand advocates like brands!
0% 3% 8%
14% 13% 12%
51%
18% 14% 17% 17%
6% 4% 12%
0%
20%
40%
60%
80%
100%
None 1-2 3-5 6-10 11-15 16-20 21+
Brands Liked/Followed in Social Media
Advocates Control
12 © 2013 House Party, Inc.
And, they like them across the ages
20s 40s 30s
20s
Advocates in their 20s more likely to be influenced by online reviews
13 © 2013 House Party, Inc.
They “socialize” a LOT
3+ Hrs
Nearly half are spending 3+ hours
on Facebook
1Hr
1/3 are spending an hour on Pinterest
1Hr
1/5 are spending an hour on Twitter
14 © 2013 House Party, Inc.
What do they like to talk about?
75% Children’s Products
95% Food, Dining & Beverages
83% Media & Entertainment
86% Shopping, Retail & Apparel
79% Personal Care & Beauty
81% Household Products
15 © 2013 House Party, Inc.
Why do they like you?
You treat them well They have a special place in their heart
for you
You entertain them
97% 80%
57%
32% 48%
2%
62% 41%
19% 11% 14% 7%
0% 20% 40% 60% 80%
100% 120%
Special offers, deals, or promotions
I love the brand The brand provides interesting or
entertaining content
Friends are fans of the brand
Service or product support and news
Other
Motivating Factors to Like/Follow a Brand in Social Media
Advocates Control
16 © 2013 House Party, Inc.
Why do they recommend you?
95% 92% 85% 77% 71%
54% 54% 52% 43%
73% 67% 53%
46% 42% 28% 23% 26% 22%
0%
20%
40%
60%
80%
100%
I have tried/used the product and think highly of it
It’s a brand I love
A special offer, discount, or promotion
A desire to help others
A brand’s reputation
A charitable cause
A sense of personal pride; I like to be “in-the-
know”
Ratings & reviews
A brand’s advertising and
marketing
Influential Factors in Inspiring Brand Recommendations
House Party Control
Yum Yum! Love this brand! Yeah right!
17 © 2013 House Party, Inc.
How often do they recommend you? Lots!
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Advocates Control
Frequency of Brand Recommendations Family
Friends
Neighbors
Co-workers
Church, Sports Group, or other organization members Other
Daily or Weekly
18 © 2013 House Party, Inc.
So, do all of these recommendations actually drive purchase? They sure do.
Control Advocates
Trying the Product 93% 72%
Personal Recommendations 81% 46%
Online Recommendations 64% 24%
Online Reviews 61% 31%
Advertising/Marketing from Brand 33% 18%
20 © 2013 House Party, Inc.
So now what?
Find the right people
Be where they are
Give them something to talk about and the tools to share
Treat them well
Give them a great brand experience
21 © 2013 House Party, Inc.
Finding your advocates and giving them a great experience leads to…
of In-Person Experience
Online & Off
In Branding & Sales
Deeper Engagement Stronger Advocacy Bigger Lifts