Advocacy Feels Good
I guess you are sucessful when you see others doing similar surveys on advocacy. This one is definitely more fun than most because of its cool infographics. The study on brand advocacy was done with Dr. Kathleen Ferris-Costa at the University of Rhode Island, College of Business Administration. Some of the findings are similar to what we learned and reported on about advocacy in 2007 and continually report on in this blog.
- Brand advocates are 83% more likely to share information about a product than typical web users, and 50% more likely to influence a purchase.
- They are 75% more likely to share a great product experience and three times more likely to share product opinions with someone they don’t know.
- Brand advocates are more than 2.5 times more likely to use social media to expand their social networks.
Advocates love to be a resource for brands and other people. They like to see themselves as “thought leaders.” According to the survey that was done with Bzzagent, they are motivated by how good it makes them feel — spreading the word makes Advocates relax, several times more typical than among web users. The latter motivation is a new one to me so thanks to the creators for recognizing the personal ROI on brand advocacy. In a world of natural disasters, wars, economic uncertainty, it is good to know that brand advocates have found their feel good fix.
Tags: Advocacy, brand advocates, Bzzagent.com, personal ROI, University of Rhode Island