What is Brand Advocacy?

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What is brand advocacy and how can it effect your business?
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Management consultancy firm The Boston Consultancy Group (BCG) has recently conducted a brand advocacy survey. This video will look at a few key aspects of the data as well as discuss the use of social channels to leverage brand advocacy.


A recent survey of over 30,000 consumers in Europe and the US conducted by BCG found that 66% of consumers seek advice from people they know before they make a purchase, while 50% seek advice from consumer opinions found online.

So what does this mean for businesses?

It shows the importance of leveraging brand advocacy, which could be done through social channels.
By giving your consumers a platform to share their positive experiences, you could potentially attract new consumers as well as guide consumer conversations to your benefit.
First Direct has been very successful in doing this and as such has become the "most recommended bank worldwide" according to BCG.

Steve Smith, an industry expert, recently said: 

"There is no doubt that when managed effectively, social media can play a significant role in brand advocacy. However, ill prepared organisations that underestimate the amount of time and dedication required to maintain an effective social media presence are likely to do more harm than good. The fact that some organisations are undecided as to whether responsibility should be with their marketing department, IT department or somewhere else exacerbates the problem. It is vitally important that organisations have a clear strategy combined with adequately trained resource and appropriate channel management tools to ensure their brand is enhanced by a social media presence rather than damaged."

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