Ogilvy has released a study in which it analyzed the advocacy content of about 7 million social media conversations surrounding 22 brands and 8 feature films across 4 countries (Brazil, China, the UK and the US) during the first half of 2012. Conducted with CIC, Visible Technologies and Radian6, the study estimates that around 15% of brand mentions could be deemed “advocacy mentions,” in which the person made a positive comment about the brand. In each country, a plurality of these mentions were feature-related.
(Examples of features for the hotel category include: room size; amenities; location; and cleanliness. For the feature films, they focused on actors, directors and other such “rational” features.)
Looking specifically at the US, advocacy was driven primarily by features (33%) and cost (24.2%), with benefits (19.7%) not too far behind. Customer service (12%) and ads (11.1%) were less popular reasons for advocating a brand. While features took the top spot in each country, there were some regional differences at hand. For example advocacy in Brazil was more heavily skewed towards features and ads and less so towards cost and customer service. Read the rest at MarketingCharts.
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