The concept of “brand advocacy” has continued to gain prominence in recent years, especially since the popularity of social networks has made the reach of consumer feedback can be much higher. Brand ambassadors are those consumers who feel devotion to certain firms and share their opinions about products and services with friends and followers in social networks, and its potential is clear: not only multiply brand awareness, but also their messages are much more credible than any company.
There are social platforms have wanted to take advantage of these “evangelists” consumers, and a good example has been the recent rumors that Twitter launched a new ad format where brands could incorporate the positive tweets about their products. But what leads someone to speak well of a company on Twitter?
According to a survey of GlobalWebIndex, the main reason to speak well of a product is to be of very good quality: well, 54% of users ensures that, when promoting an online brand, this would be their primary motivation.Nearby another mobile stands more interested: 49% of tweeters would promote a brand in exchange for rewards such as discounts, free samples, gifts, etc. This data may be interesting for companies, which can multiply your online visibility through gifts to selected tweeters.
Also receive exceptional customer leads many to speak well of a brand (specifically, 39%), demonstrating that there is no better marketing campaign that a good service is no cliché. For 36% of respondents, is the love of the brand which takes you to comment positively on it (the case of lovemarks) and 34% speaks well of a mark when it is something relevant to their own interests itself.
There are many other reasons to be “brand advocate” now verging on 20%: from better acquainted with a brand and its products, or share something relevant for friends, to feel part of something, to have a personal relationship with brand or gain access to exclusive content. The latter is especially relevant because tweeters are 50% more likely to promote a brand in exchange for exclusive music videos or users of any other social network.
The impact of the recommendations on social networks
studies emphasize the influence of feedback from customers themselves on the purchasing decisions of other consumers are many. Word of mouth is not just a recent phenomenon, but social networks multiply the dissemination of user reviews. According to data from Forrester Reserach 70% of consumers believe the recommendations of their friends, and 4 in 10 say they have bought something precisely because of this. Interestingly, not only to the comments of those we trust most, most consumers also found credible recommendations from other users on foot, so it seems a good idea to encourage business activity not only in social networks but also the share.
On the other hand, a survey of The Social Recommendation Index revealed that 83% of consumers know new products through social networks at least once a month. Almost half of consumers also actively use social to learn about new brands and product platforms, and friends and family were, without doubt, the most reliable source of recommendations.