Page 7 - Top-Social-Media-Research-Studies-for-PR
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6) 2013 Social@Ogilvy Brand Advocacy Study
social@Ogilvy
Why this research is important: This study explored how people talked about the brands they love and
provided insights for how to build a global passion brand. This study is beneficial for organizations to
understand how social advocacy works to help brands organically drive conversation on social media.
Five recommendations for how brands build advocacy and amplify passion were included.
Method: A content analysis of seven million mentions of 22 brands (and 8 feature films) spanning four
countries was conducted during the first six months of 2012 and published in 2013.
Key findings:
Few brands are driving true passion, and overall brands have an enormous social
advocacy gap.
Practicality wins over emotion in that advocates were more likely to talk about product
features than benefits, cost, customer service, or ads.
Advocacy represented 15 percent of all mentions, with the remainder being neutral or
negative mentions.
China had the highest level of brand advocacy.
Sheraton and Estee Lauder garnered the “highest advocacy” while Kimpton and Kiehls
generated the “highest passion.”
Link: http://www.slideshare.net/socialogilvy/socialogilvy-advocacy-studyjuly2013-1
* Special thanks to Heather Taylor for sharing this one with us.
© 2014 Institute for Public Relations 7
social@Ogilvy
Why this research is important: This study explored how people talked about the brands they love and
provided insights for how to build a global passion brand. This study is beneficial for organizations to
understand how social advocacy works to help brands organically drive conversation on social media.
Five recommendations for how brands build advocacy and amplify passion were included.
Method: A content analysis of seven million mentions of 22 brands (and 8 feature films) spanning four
countries was conducted during the first six months of 2012 and published in 2013.
Key findings:
Few brands are driving true passion, and overall brands have an enormous social
advocacy gap.
Practicality wins over emotion in that advocates were more likely to talk about product
features than benefits, cost, customer service, or ads.
Advocacy represented 15 percent of all mentions, with the remainder being neutral or
negative mentions.
China had the highest level of brand advocacy.
Sheraton and Estee Lauder garnered the “highest advocacy” while Kimpton and Kiehls
generated the “highest passion.”
Link: http://www.slideshare.net/socialogilvy/socialogilvy-advocacy-studyjuly2013-1
* Special thanks to Heather Taylor for sharing this one with us.
© 2014 Institute for Public Relations 7
