SOURCE: Visible Technologies

Visible Technologies

August 26, 2013 09:00 ET

New Global Social Research From Social@Ogilvy Using Visible Technologies Data Reveals US Tops the Global List in Brand Passion

Study Analyzes "Brand Passion" of Millions of Brand Mentions

BELLEVUE, WA--(Marketwired - Aug 26, 2013) - Visible Technologies®, the industry leader in advanced social intelligence and engagement for innovative enterprises and agencies, today announced findings from its data used in a Social@Ogilvy study How to Build a Global Passion Brand. While China expressed the strongest brand advocacy, the US demonstrated the highest amount of passion (intensity of mentions), scoring 49 out of 100. The report also revealed that true brand passion is rare, brands themselves are not striving for 100 percent advocacy, and that a higher volume of advocacy is driven by everyday experiences such as being delighted by a great product feature. To view the full report, please go here.

Through the use of Visible's Visible Intelligence (VI) platform, Social@Ogilvy evaluated mentions of 23 brands including Kimpton Hotels, Banana Republic and Folgers to uncover key drivers of brand advocacy.

The report found that the US and United Kingdom share the same pattern of "advocacy drivers" with about 3 percent of their advocacy focused on features, followed by the cost of brands/products at 23-24 percent. In a surprising turn, customer service received the least amount of advocacy. For brand marketers, this presents an opportunity to win favor by emphasizing a brand's physical features over the emotional connection consumers may have with it.

Key findings from the study include:

  • China was found to have the highest percentage of advocacy (volume of mentions) at 30 percent, more than double that of the next closest country, the US, at 13 percent.
  • The US had the highest amount of passion (intensity of mentions) with a score of 49 on a scale of 0-100. The United Kingdom came in second at 43, but China, surprisingly, ranked last at 18.
  • Globally, movies received the highest amount of passion at 45; skincare coming in second with a score of 39, followed by fashion retail which scored a 33.
  • Few brands elicited for true passion -- the majority of brands did not receive passionate advocacy like love, excitement, or must-do/buy, and did not demonstrate true brand passion as a business goal.

In addition, the report revealed a large advocacy gap between consumers pleased and satisfied with their experience, and those who are dissatisfied. For example, more often than not, individuals searching for feedback on a certain brand will come across the neutral and negative reviews versus the positive ones because satisfied consumers are less likely to promote their experience, with only about 15 percent of all brand mentions advocating for a brand versus being neutral or negative. This indicates a strong need for more brand passion.

"Brands and consumers have more information than they can handle, the challenge is to process it all and take action," said Michelle Vangel, director of insights services at Visible. "Unlike other forms of social analytics, advocacy and passion take a deeper look at what level of intensity and advocacy drivers are impacting brand mentions. This data extends a marketer's brand understanding, and helps them make informed choices about how to approach customers that align with business goals and consumer receptiveness."

To read the full report, please go to: http://www.visibletechnologies.com/wp-content/uploads/Social@Ogilvy-AdvocacyStudy-July2013.pdf

To learn more about building a passion brand, please visit: http://www.visibletechnologies.com/

About Visible Technologies
Visible Technologies is the industry leader in advanced social intelligence and engagement for innovative enterprises and agencies around the globe. Since its inception in 2005, Visible's patented platform -- Visible Intelligence -- and Insights Services methodology have enabled marketing professionals and business leaders at Fortune 1000 companies to transform their social media programs. The combination of leading technology and services provides real-time consumer insights that impact business decisions and drive tangible results and ROI. Learn more about Visible at www.visibletechnologies.com.

Contact Information

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    Allison Tabiando
    Barokas Public Relations for Visible Technologies
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