A Field Guide

A FIELD GUIDE TO BRAND ADVOCATES (an entirely diffent breed of consumer) Research shows that brand advocates, people who ihabitually share information on the products they use, are throught leaders in thier constantly expanding social cirčles and their actions influence the opinions and purchase decisionş of many others. These advocates can be your most effective sales people if you know how to work with them." Here's a look into the habitats, behaviors and motivations of these in -the-know consumers. 1 HABITAΤ BEHAVIORS Where can i find them? Brand Advocates are more than 2.5x more likely to use social media to ëxpand their social circles. Brand Advocates are prolific content creators ---they write and share more than 2x as many online communications about brands. How often do you use the following platforms to send information about products, brands, sales or store? Influencing Option & Purchase 58% 27% Social Networking Site Brand Advocates talk about the products they use EVERY DAY 0% 10% 20% 30% 40% 50% 60% Email 53% 39% 3x more likely to discuss personal care products 0% 10% 20% 30% 40% 50% 60% 43% 22% eCommerce Website as likely to discus, 2x children's products 0% 10% 20% 30% 40% 50% 60% 2x as likely to discuss household products Online Feedback Mechanism 28% 7% 0% 10% 20% 30% 40% 50% 60% 75% more liķely to share a great experience about a product ADVOCATES WEB USERS Frequently visit social networks to meet NEW people 50% MORE LIKELY to influence a purchase as likely to use social networls to share product informantion 2x What makes them tick? Indicate the extent of your agreement or diagreement with the following (% strongly agree) as likely to use online feedback 4X sites and discussion boards 60% more likely to share product information 3x with someone they don't know 40% 3x more like to blog 20% ADVOCATES WEB USERS 2X as likely to use amazon.com' and twiter 0% People ask me for information People make purchase based on my information ΜΟTIVΑΤIONS 3 3x MORE LIKELY to share product info to relax Brand Advocates genuinely enjoy sharing product information and they are always looking for new things to share. Thought Leaders Meaningful Contributions COMMUNICATE FREQUENTLY TO RELAX Like to be seen as thought leaders as likely to be driven by the need to 2X contribute to the pool of information 16% Appreciate how valuable consumer reviews are online more likely to value their per- 150% ception as a good source of information 54% Value their relationship with brands more likely to be seen as a 70% WEB USERS by good source of information biggest motivation is to be seen as good resource by the brand people around them ADVOCATES