Building a Passion Brand: Key Findings and Insights from our 2013 Global Advocacy Study – vía @socialogilvy


“All human actions have one or more of these seven causes: chance, nature, compulsions, habit, reason, passion, desire” – Aristotle

When we think of how people express passion for a brand, do emotions trump reason?

We know brand advocacy is hugely important to making marketing more relevant and effective.  And advocacy via social channels is especially valuable because of its tremendous potential to scale.

But what really drives people to express their passion for a brand through advocacy in social media?   Our newest Social@Ogilvy research – the most comprehensive study of global social advocacy to date – analyzes millions of social brand mentions to help us better understand advocacy for brands online.  The data – which includes about 7 million mentions of 20+ brands and 8 feature films across 4 countries including China, Brazil, UK and US – provide us with insights and clues on how to build brand advocacy.

Here are some key findings:

1) Brands are largely failing at driving advocacy in social media.  Most brands are driving very low social advocacy from their satisfied customers. It’s estimated that less than 5% of satisfied customers advocate publicly for the brand on social channels.  This “social advocacy gap” represents a huge opportunity to improve marketing’s efficiency and effectiveness.

2) Practicality trumps emotion.   Overall, advocates in all four countries were more likely to talk about product features than benefits, cost (or deals/savings), customer service or ads.

3) True passion is rare.  For most brands, the majority of mentions were casual. In the US, only 2 brands had over 50% of mentions falling in the most enthusiastic advocacy category (love, excitement, must-do or buy). And these 2 brands had even more enthusiastic advocacy than blockbuster movies like The Avengers and The Hunger Games.

Based on these findings, we’ve come up with 5 key recommendations for brands interested in tackling the social advocacy gap. Take a look through our study to learn more about how brands can turn advocacy into passion.

A special thanks to Mark Bonchek at Think Orbit, for providing some invaluable suggestions on an earlier draft of our study.

 

Three-quarters of Americans have been confused by ads on TV

I’ve been saying for a while now that “brand awareness” is a limited goal all by itself, especially in a grim economic climate where people are watching what they buy for entirely practical reasons. They need to know what it is they’re getting and why it matters, and how using it will impress other people (a sad but enduring truism of advertising). Besides, if we’re going to be surrounded by ads everywhere we go, they might as well be useful.


By David Kiefaber

ConfusedAccording to an AdweekMedia/Harris Poll, 75 percent of Americans have been confused by ads on television. This is readily apparent if you’re an ad blogger like me, but it’s not as serious as you’d think once the numbers are broken down. One curious result of the study is how little education matters to the final tally. College and graduate students are just as likely to be confused by advertising as people whose formal education ended in high school, so either we’re all getting dumber (possible!) or marketers have gotten too cute with their concepts at the expense of content, usually by overestimating their aptitude for absurdist humor or social-media navigation. Leer más “Three-quarters of Americans have been confused by ads on TV”

Australia prohíbe los logos en las cajetillas de tabaco

“Los cigarrillos no son nada divertido, los cigarrillos matan personas”, subraya Kevin Rudd, primer ministro de Australia. “La nuestra será la legislación más dura del mundo en lo que a restricciones sobre los paquetes de cigarrillos se refiere


Se avecinan momentos difíciles para la industria tabacalera en Australia. El gobierno de este país prohibirá a partir de 2012 los logotipos y signos distintivos de marca de todas las cajetillas de cigarros.

El plan, que ya ha recibido airadas críticas por parte de las compañías de tabaco, es que a partir de 2012 todos los paquetes de cigarros tengan el mismo aspecto y contengan además agresivos mensajes acerca de los efectos perniciosos que sobre la salud tiene el consumo de cigarrillos. Leer más “Australia prohíbe los logos en las cajetillas de tabaco”

The Frustration of Open Innovation | 15inno


Last week, I held a workshop in which a couple of the participants – all from the same company – had some struggles finding out why they should embrace open innovation.

This scepticism was not driven by satisfaction with their current innovation processes and culture . On the contrary, this seemed to be seriously flawed creating lots of frustration within their organization.

So you should think they would be open to changes in their approach. They were not and I think their main reason for being sceptical came as they understood that open innovation requires a lot of hard work while also bringing the uncertainty that usually follows changes.

Even more importantly, they could see this will not happen if they do not have full support from their executives to go open. They do not have this. The executives did talk about going open, but they had not yet managed to truly embrace this new paradigm shift.

No wonder innovation-driven employees in a company with a flawed process and culture and no clear leadership on how to deal with this become frustrated.

So they rightfully asked the question why should they embrace open innovation. I used the traditional arguments that if done right open innovation provides access to larger pool of resources, faster speed to market and higher innovation productivity. It took a while but the participants eventually bought fully into the idea that you need to go open in order to win the innovation game.

It helped that the other companies at the workshop did not have this scepticism. On they contrary, they fully believed in the concept although they – as any other company – had their struggles gettign this right.

This made me think that open innovation – with all the change and uncertainty it brings – can be extremely frustrating to innovation leaders and other employees. Especially if they are led by executives who are not fully capable of leading in tough times.

How can companies as well as individual deal with this frustration? I will think further about this and it would be great hearing your input…

http://www.15inno.com/2010/04/04/oifrustration/

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