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Myriad Ways to Reach Influential Consumers

A Yahoo! and comScore Networks study reveals that "Brand Advocates" are loyal and engaged consumers who act as "word-of-mouth powerhouses"—especially online

The Internet has become an increasingly powerful resource to help companies extend their brand message online through some of the most loyal, engaged and influential consumers, according to new research from Yahoo! and comScore Networks. The study, "Engaging Advocates through Search and Social Media" reveals how consumers use social media, search and communication tools like email and instant messaging to research and talk about the brands, products or categories about which they are passionate.

The study revealed the following interesting tidbits:

• The Internet has significantly impacted how consumers talk about and recommend brands.
• Word of mouth - a trusted source of information - is amplified online to reach significantly larger audiences.
• "Brand Advocates" have emerged online as primary influencers, with at least a two to one rate of converting an actual friend or family member to buy the same product or brand.
• Brand Advocates are incredibly valuable to marketers because they are a better connected consumer with a larger sphere of influence.

"The art, science and humanity required to create great brands has not changed," says Anne Frisbie, vice president of category for Yahoo! Search Marketing. "But search and social media are new tools for brand marketers that allow them to target, listen and authentically engage key opinion leaders to create even deeper and more personal brand relationships."

Brand Advocates: Who are They?
Of the 2,297 respondents surveyed for the study, a particular group stood apart attitudinally and behaviorally, those considered to be "Brand Advocates." Brand Advocates are adventurous opinion leaders and social influencers who tend to be slightly younger, more educated and affluent, and spend more time online than non-advocates.

Some noteworthy stats on these important thought leaders:

• Brand Advocates represent approximately 36 percent of the online purchasers surveyed across four categories, including consumer electronics, automobiles, vacations and home mortgages.
• They are more active searchers and conduct 48 searches per month on average, compared with 39 searches per month for non-advocates.
• Half use search engines to research prior to purchasing, compared with one-third of non-advocates.

By investing in the research process, Brand Advocates feel more satisfied with their decisions post-purchase, and therefore, are more compelled to talk about them.

Advocates Talk about Brands Online
The study also revealed:

• Post-purchase, approximately half of all Brand Advocates speak to their friends, family and even strangers about their purchases through a variety of online channels.
• 60 percent believe that good brands are worth talking about, versus 26 percent of non-advocates.
• They spend their time promoting a brand far more often than negating it, with approximately 90 percent writing something positive about a purchase they made.

Social Media is the Key
Study findings showed that Brand Advocates are taking full advantage of social media tools and actively leveraging them for product purchases. Through instant messaging, chat, community, photo sites and blogging, Brand Advocates are able to influence their vast online social circle, because they are:

• 40 percent more likely to use instant messenger when compared with non-advocates
• 119 percent more likely to use podcasts
• Nearly twice as likely to e-mail someone for their opinion
• Twice as likely to ask or post a question online compared with non-advocates

Key Implications
Overall, the study found that:

• Brand Advocates are avid researchers who consider more brands, making them more open to dialogue with marketers.
• Post-purchase, they have higher levels of brand commitment, are more likely to recommend brands, and tend to talk about positive experiences.
• Brand Advocates are opinion leaders who influence other people's purchase decisions.

Bottom line: Marketers should engage and influence Brand Advocates through search, social media and online communication tools if they wish to capture this extremely valuable audience and amplify the influence of those favorable to their brand.