Presentation: It is All About Advocates Presented by: Neil Beam, Research & Measurement Council Chair, WOMMA & Director, Client Relations, MotiveQuest Online Advocacy is the 'canary in the coal mine' for offline sales and marketshare. The Word of Mouth Marketing Association (WOMMA) has identified the attributes and characteristics that advocates possess and places advocates in context to other types of influencers that brand managers can develop progress towards. In addition, MotiveQuest has found that Advocates are the most powerful source of online influence when a brand is trying to drive top-line results. While identifying brand and product advocates is a relatively easy exercise for practitioners the difficulty lies in understanding Advocate's mindsets, motivations and passions. This talk will discuss the characteristics of Advocates and how motivations research is the key to unlocking how to relate, engage and build a lasting mutual relationship with them to continue and dive top-line results. www.bdionline.com

2. How
is
Influencer
Marke1ng
different?

3. 1.
Target
Key
Influencers

4. 2.
Brand
ac1ons
are
indirect

5. 3.
Detec1on
differs
(four
hops)

6. 4.
Influencer
categories
exist

9. There is a direct link between online
advocacy and offline sales…
When advocacy increases,
sales increase;
When advocacy decreases, sales
also decrease.
53%
In certain cases,
of a brand’s sales
volume change can be explained by
changes in online advocacy.
http://insight.kellogg.northwestern.edu/
article/people_are_talking/

10. There is a direct link between online
advocacy and offline sales…

11. 1.
Find
advocacy
drivers
How?
2.
Find
advocates
3.
Seek
correla1on
to
sales
4.
Test
causality

12. 1.
Strategic
2.
Tac1cal
Why
3.
Diagnos1c
advocates?
4.
Predic1ve