Happy young Asian women shopping.

Why Advocates are Your Brand VIP’s

According to research conducted by social marketing company BzzAgent and the University of Rhode Island, a brand’s advocates are 83% more likely to share information about a product than typical consumers, and 50% more likely to influence a purchase. The study also found that brand advocates tend to enjoy solving problems and helping others make better purchase decisions. Thus 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.

 

根据社会营销公司BzzAgent 和罗德岛大学的研究,与普通消费者相比,品牌拥护者分享品牌信息的概率高出83%,影响购买行为的概率也要高出50%。研究同时发现,品牌拥护者更喜欢帮助他人解决问题并做出更好的购买决策。因此,相比其他普通消费者,他们分享优秀产品体验的概率高出75%,同时,有三倍以上的可能性与不认识的人交流对产品的看法。

 

Harnessing that power to convert fans into die-hard advocates who embrace your vision and embody your brand, can return more than your marketing dollars ever could. But before you can do that, you need to understand what a brand advocate actually is.

 

品牌如能强化这种力量,将粉丝转换成更能接受和代表品牌理念的死忠消费者,所带来的回报要远远高于营销的投入产出。但首先,需要理解什么样的粉丝才是真正的品牌拥护者。

Defining Brand Advocate:

品牌拥护者的定义:

 

The simplest definition for brand advocate, or what we like to call “Internal KOL,” is a fan of your brand who is willing to share his or her thoughts about your products, services, and overall brand identity with the world. And no, your mom does not count unfortunately.

 

品牌拥护者或我们经常所说的“内部意见领袖”的最简单的定义是指,某个愿意将自己对品牌产品、服务及整体品牌形象的想法与其他人分享的品牌粉丝。(当然,并不包括分享给自己的母亲)

 

In fact, many of the people who come to mind first as your brand’s biggest fans may not be the ideal advocate. Before you direct message the last person who followed you on WeChat, ask yourself a few questions:

 

-Has this person participated in and shared my campaigns and posts?

-Does he or she fit my brand’s buyer persona?

-Has he or she actually purchased my products?

 

事实上,当谈及品牌头号粉丝时,首先想到的人可能并不是理想的品牌拥护者。当需要直接将信息发送给在微信上最新关注品牌的人时,请先回答下列问题:

 

-这个粉丝是否参与并分享了品牌的广告与软文?

-他或她是否符合品牌买家的特质?

-他或她是否真的购买了我的商品?

 

Identifying Advocates:

识别品牌拥护者:

 

Depending on your brand’s digital marketing channels and strategies, there are a variety of ways to identify true advocates. Generally speaking, you can conduct Social Listening by paying attention to what people are saying about your brand on the internet. Third-party review sites, marketplaces like JD and TMall, social media, and even your company’s website will all give you hints as to who’s talking and how they feel about your products. Clues to watch for include:

 

-Social Media Mentions (Twitter, Weibo, Facebook)

-Highly rated reviews on third-party marketplaces and your company site (Amazon, eBay, JD, TMall)

-Reviews on personal blogs

-Likes, Reads, Shares of WeChat content

-Comments on blogs, social media, and reviews from other users

 

根据品牌的数字营销渠道与策略,有多种方式来识别真正的品牌拥护者。一般来说,可以通过“社会化聆听”方式,来了解人们对于品牌的评论和态度。第三方点评网站、如京东、天猫、社交媒体,甚至公司官网都能够提供相关帮助,以找出关注品牌产品的粉丝,及他们对于产品有哪些感觉。需要关注的内容包括:

 

-社交媒体评论((Twitter、微博、Facebook)

-第三方网店与公司网站的高评分评价(亚马逊、eBay、京东、天猫)

-个人博客上的评论

-微信文章的点赞数、阅读数、分享数

-对博客、社交媒体的评论及来自其他用户的评价

 

brand advocate 1

When it comes to the closed environment of WeChat, one way to identify advocates is to use third-party analytical tools. JINGsocial has a Follower KOL function that identifies your brand’s most influential followers based on their engagement, sharing, and activity patterns. The tool also visualizes each Internal KOL’s influence map, which shows the quantity and identity of influenced followers.

 

在微信的封闭环境中,其中一种识别品牌拥护者的方式就是使用第三方分析工具。JINGsocial拥有关注者KOL功能,可以根据关注者的参与度、分享情况与活动模式来找出对品牌最具影响力的关注者。该分析工具也可以生成可视化的互联网关键意见领袖地图,显示出有KOL的数量与身份。

 

After you have determined which of your fans have healthy followings, significant influence, and dedication to your brand, you have one more step. Your brand advocates won’t be too effective if they don’t support your brand’s overall vision, goals, and identity.

 

当确定了哪些粉丝有着优质的关注者、显著的影响并对品牌青睐有加之后,下一步需要确保的是该粉丝能够支持品牌整体愿景、目标与价值,只有这样的粉丝才是真正有影响力的品牌拥护者。

 

Don’t forget your colleagues!

别忘记同事!

 

Who do you think have the most intimate knowledge of your brand culture and business? Your colleagues are without a doubt some of the most untapped, organic fans for your brand! Do not let this valuable resource go to waste.

哪些人最了解品牌文化和业务?同事无疑是品牌最具潜力、最具活力的粉丝!别浪费了这些宝贵的资源。

 

There are numerous benefits for cultivating a high level of internal “buy-in” before introducing any new product or service is to the market:

 

-Consumers love brands who love their employees.

-They also favor organizations with positive corporate cultures — one that is punctuated by employees who seem happy to be part of the team and proud of their contribution to the product.

 

在将一个新产品或服务推向市场前,创造出高水平的“内购”有着很多好处:

 

-消费者喜欢那些热爱其员工的品牌。

-他们也喜欢拥有积极企业文化的公司——员工愿意成为公司团队的一员,并对产品的贡献感到自豪。

 

From a marketing perspective, once you have made the team the center point of a couple of campaigns, you will find colleagues more eager to share and promote company-related content on social media and with friends and family.

 

从营销的角度来看,品牌团队一旦成为宣传的焦点,同事会更加渴望在社交媒体上或向朋友和家人分享并推广与公司有关的内容 。