1.
11-country survey defines true brand advocates using
the Net Promoter Score® methodology
Identifying Social Media’s
Global Brand Promoters

2.
2
Followers are important.
But it’s the rare promoters who will carry
on your brand voice and influence others.
Brands around the world are devoting time and money to turn “likes”
into leads on social media. However, not all consumers who follow
brands are true advocates. So what distinguishes those who simply
“like” brands from those who will actively promote products and
services on social media?
To find out, Social@Ogilvy and SurveyMonkey ran a global, 11-country
survey of more than 5,500 social media users to distinguish supporters
and sharers from promoters, and identify what it takes to seek out true
brand advocates.
Companies often track their Net Promoter Score® (a metric used
to determine customers’ likelihood of recommending a product or
service) and their social media usage in silos. The following research
examines the intersection between the two by highlighting a specific
group: social media brand promoters.
Social media users across all markets universally engage with brands:
84 percent report they “like” or follow a brand or product, and 58
percent proactively share both good and bad brand experiences.
But authentic brand promoters—respondents who self-identified as
extremely likely to recommend brands and products to friends—make
up only 19 percent of all respondents.
The following research profiles these promoters, reveals why they
interact with brands, and uncovers the behaviors that distinguish them
from more passive social advocates.
84%
58%
19%Promoters
Sharers
Followers
11 countries
5,500+ social media users

3.
3
1. Followers
Many consumers support brands on social media. In the 11 countries
surveyed, 84 percent of respondents reported that they “like” or follow
a brand, product or service on social media—and the percentage is even
higher in emerging markets.
Why do consumers follow brands? Many (63 percent) want to express
their satisfaction with a brand or product. What do they think they’re
getting out of it? Consumers feel that, for the most part, brands are
responsive—79 percent say they receive a response to their comments,
with Indonesia (90 percent), India (87 percent), and Brazil (81 percent)
ranking highest. On the flip side, the French (34 percent), Americans
(28 percent), and Japanese (27 percent) say that brands do not respond
to their comments.
84%
Like
Follow
KEY TAKEAWAYS
Consumers are actively engaging with brands on social
media. Most do so because they like a brand or product,
and they see that companies are listening and
responding to comments.
FOLLOWERS
Followers support brands with “likes” and comments

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4
AVID BRAND FANS
“Like” or follow brands:
PLAYING HARD TO GET
Never “like” or follow brands:
Have you ever followed or liked a brand or product on social media?
Responses Australia Brazil Canada China France Germany India Indonesia Japan UK US ALL
Yes 76% 94% 82% 96% 78% 84% 93% 91% 80% 73% 75% 84%
No 24% 6% 18% 4% 22% 16% 7% 9% 20% 27% 25% 16%
Section 1: Followers support brands with “likes” and comments
China 96%
Brazil 94%
India 93%
Indonesia 91%
Germany 84%
UK 27%
US 25%
Australia 24%
France 22%
Japan 20%
96%
27%

5.
5
While “likes” and follows are important, brands are starting to pay
more attention to social sharers, those who go beyond following a
brand to actively sharing their experience with a brand on social media.
Sharers can be either positive or negative, and represent 6 in 10
respondents (58 percent). They’re hooked on social media—in a typical
day, nearly all visit Facebook (84 percent), half visit YouTube (51
percent), and 4 in 10 visit Twitter (40 percent). Not surprisingly, they’re
even more likely to “like” or follow a brand (91 percent), and 69 percent
do so to hear about products, offers, and news.
Most sharers (90 percent) talk about positive experiences with brands.
This is even true in Japan (93 percent), whose participants in this study
are largely averse to brand feedback on social media.
However, 7 in 10 sharers (71 percent) use social media to air their
grievances with brands.
84%51%
40%
KEY TAKEAWAYS
Sharers do more than just “like” or follow brands.
They actually post about brand experiences, both good
and bad. They’re an engaged group, but are not true
brand advocates.
SHARERS
visit daily
visit daily
visit daily
2. Sharers
Sharers are more engaged but lack advocacy

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6
Most likely to share great
brand experiences
Most likely to share bad
brand experiences
Among Sharers
Responses Australia Brazil Canada China France Germany India Indonesia Japan UK US ALL
Shared a great
brand experience
85% 95% 85% 88% 87% 96% 94% 93% 84% 90%
Shared a terrible
brand experience
76% 73% 70% 64% 62% 70% 72% 77% 71% 71%
Section 2: Sharers are more engaged but lack advocacy
Brazil 78%
UK 77%
Australia 76%
Canada 73%
Indonesia 72%
China 97%
India 96%
Brazil 95%
Indonesia 94%
Japan 93%
97%
78%
80%
48%

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While brand promoters are similar to sharers in some ways, they’re
much more rare and a far more influential group. By applying the Net
Promoter Score® methodology to social media users across the globe,
we now have a better understanding of who brand promoters are—those
who identify themselves as extremely likely to recommend any brand or
product to a friend or family member.
So who are the true brand promoters? Out of all survey participants, only
two in ten (19 percent) respondents qualify. Top countries include Brazil
and India, where 42 and 33 percent of respondents identify themselves
as brand promoters.
Brand promoters rank high in following brands and products on social
media (95 percent). Why? They want to hear about products, offers, or
news (77 percent), followed closely by wanting to give direct feedback
(53 percent) and wanting to interact directly with an organization
(52 percent).
KEY TAKEAWAYS
Brand promoters are extremely likely to recommend
products and services to friends and colleagues, making
them valuable partners in advocating for brands and
getting others to take action.
19%PROMOTERS
3. Promoters
Promoters are true brand advocates

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Profile of a promoter
On a scale of 0 (not at all likely) to 10 (extremely likely), how likely is it that you would recommend
any brand or product to a friend or family member in the next month?
Australia Brazil Canada China France Germany India Indonesia Japan UK US ALL
Extremely Likely (9/10) 15% 17% 25% 14% 14% 33% 15% 15% 19% 19%
Section 3: Promoters are true brand advocates
“Likes” and follows brands regularly (66%)
Does so primarily to hear about products, offers, and news (77%)
Most active on Facebook—83% check their profile at least once a day
Interacts directly with brands (77%) to express satisfaction (76%)
Trusts brand recommendations from friends on social media (36%) rather than in person (27%)
35% have made a purchase after a friend or follower positively mentioned a brand on social
31% say an online review is most influential in their decision to try a new product
More likely to be female (54%) than male (46%) and between the ages of 30 and 44 (41%)
More likely to be from an emerging market (Brazil 42%, India 33%, China 25%)
PROMOTERS
1%42%

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9
While promoters and sharers have many similarities, some critical
differences emerged between the two groups, particularly in regards
to their interactions on social media, with brands, and with their
friends and followers.
Interacting on social media
Promoters are inherently active followers of brands. Nearly all
(95 percent) “like” or follow brands, similar to sharers (94 percent).
But here’s where promoters step ahead: two-thirds (66 percent)
follow brands on a regular basis, compared to only half of sharers
(52 percent). Half of promoters follow brands to interact directly
with them, but only 42 percent of sharers say the same.
Promoters
Actively follows brands on a
regular basis
Sharers
Actively follows brands on a
regular basis
PROMOTERS SHARERS
China 80%
Brazil 78%
Indonesia 76%
India 74%
India 70%
Brazil 67%
China 65%
Germany 64%
4. Promoters vs. Sharers
Key differences between promoters and sharers

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10
Interacting with brands
When it comes to following brands to be associated with them, promoters (39 percent) do so at a higher rate than sharers (28 percent).
Nearly half of promoters (46 percent) also believe a brand’s reputation is important, compared to only 36 percent of sharers. And promoters prefer
to link a brand to their own personal identity, with 45 percent saying they feel better about themselves after using a brand; only 35 percent of
sharers say the same.
Which of the following are reasons for following/liking brands or products on social media?
Promoters Sharers
To be entertained 42% 41%
To interact directly with the organization
To give direct feedback 53% 46%
To hear about products, offers, or news 77% 69%
To be associated with the organization’s brand and values
To show my friends what I care about or want associate with 41% 33%
Because my friends follow the brand 15% 11%
Other 2% 3%
Section 4: Key differences between promoters and sharers
Indicates difference between promoters and sharers of 10 percentage points or more.
52%
39% 28%
42%

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11
Interacting with friends
Friends and followers of promoters also tend to follow brands on social media. Many promoters (59 percent) see their networks regularly mention
brands and products, compared to only 47 percent of sharers. Perhaps most importantly, promoters are much more likely to respond to the
interactions their friends have with brands—35 percent would purchase a product if it was mentioned by a friend versus just 24 percent of sharers.
Promoters say friends are
largely positive when they talk
about brands
Promoters take action when they hear
about a brand from a friend or follower
on social media
91%
Section 4: Key differences between promoters and sharers
69% Go directly to the brand’s website
66% Research the brand
52% Ask their friends about it
44% Follow the brand on social channels
35% Actually purchase a product
PROMOTERS

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Brand quality is key
Quality is paramount, with virtually everyone (91 percent) saying this is why they would be extremely likely to recommend a particular brand or
product to friends or colleagues. And quality is the main reason why 61 percent of promoters would not recommend a brand or product.
Customer support is another top reason why promoters (54 percent) and sharers (47 percent) would recommend a brand or product.
Cost is the lowest priority among both groups.
Why would you give these brands or products a rating of 9 or 10? Select all that apply.
Promoters Sharers
Overall quality
Customer service 54% 47%
Cost
Using or purchasing it makes me feel better about myself 45% 35%
Its reputation with my friends or colleagues 46% 36%
Other 3% 5%
Section 4: Key differences between promoters and sharers
33%41%
91% 80%

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Advice to brands
Promoters and sharers have one trait in common: While they’re
overwhelmingly likely to share great brand experiences, they’re also
not afraid to share bad ones. 71 percent of sharers and 60 percent of
promoters have also discussed terrible brand experiences online.
Brands should focus on what sets
promoters apart from sharers
Section 4: Key differences between promoters and sharers
Overall quality of brands, products, and services
The brand’s reputation among friend and colleagues
That intangible, but so important, sense of worth that comes from
using or purchasing a product
SHARERS
PROMOTERS

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Promoters across cultures
Most promoters live in emerging markets like Brazil (42 percent)
and India (33 percent). Japan is home to the smallest percentage of
promoters (1 percent), followed by Germany and France (14 percent
each), and the UK, Indonesia, and Australia (15 percent each).
However, take note of important cultural nuances. For example, Indonesia
has a low number of promoters even though 70 percent of respondents
say they share great brand experiences on social media.
This could suggest that the more passive approach of advocacy via
social sharing may be more popular in Asian countries.
Since promoters are great at making recommendations to others, the
ways they hear about brands is also important. In emerging markets,
promoters tend to trust online recommendations more than their
counterparts in mature markets. Promoters in Indonesia (59 percent),
China (52 percent), India (43 percent), and Brazil (37 percent) all
say brand recommendations from friends on social media are most
trustworthy while Australian (52 percent), American (51 percent), and
British (45 percent) promoters rely on in-person recommendations.
Section 4: Key differences between promoters and sharers
The only country where the
majority (36%) felt that social and
in-person recommendations are
equally trustworthy?
Canada!

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15
Section 4: Key differences between promoters and sharers
*Due to the scarcity of Japanese promoters, no values were provided for this chart.
Among promoters, which is most trustworthy when considering a brand or product?
Australia Brazil Canada China France Germany India Indonesia Japan* UK US ALL
A recommendation
over social media
from a close friend
17% 37% 24% 52% 36% 35% 43% – 19% 22% 36%
A recommendation
over social media
from an
acquaintance
5% 15% 9% 8% 10% 16% 14% – 6% 5% 13%
A recommendation
in person
22% 31% 9% 24% 32% 16% 9% – 45% 51% 27%
All recommenda-
tions are equally
trustworthy
26% 26% 8% 31% 24% 26% 18% – 29% 21% 24%
Promoters across cultures
59%
31%
52%
36%

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Using the Net Promoter Score® methodology, social media users were
asked to identify brands they were both extremely likely and not at
all likely to recommend to friends or colleagues. Across all global
markets, respondents felt strongly about technology companies, in
particular, Apple and Samsung. And reflective of the rivalry among
brands and their passionate consumers, both appeared on the unlikely
to recommend lists as well. Not surprisingly, mature markets tended
to favor the more expensive Apple brand, while emerging markets
championed the more affordable Samsung brand.
Additionally, sportswear brands Nike and Adidas battled for favor
among all countries. Although Nike outperformed Adidas, it was also
more likely to appear on the “not likely” lists. Other brands likely to
appear on both lists: Coca-Cola, Amazon, and Facebook.
Users were likely to recommend an assortment of global luxury and
beauty brands like Chanel, L’Oreal, Nivea, and Dove. But people
tended to be harder on their own countries’ brands, with far more
local companies (especially within the TSP and ISP industries)
appearing on the “not likely” lists. And two unpopular “M’s”:
McDonald’s and Monsanto.
UNLIKELY
LIKELY
L’Oreal
Nivea
Dove
Chanel
McDonald’s
Monsanto
Local Providers:
Telecom
Internet
Cable
Satellite
Apple
Samsung
Nike
Coca-Cola
Amazon
Facebook
3. Net Promoter Score®
Brands survey respondents are likely (and unlikely) to recommend
Across global markets

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17
Section 5: Brands users are likely (and unlikely) to recommend
What brands are social media users
extremely likely to recommend to
friends and colleagues?
What brands are social media users
not at all likely to recommend to
friends and colleagues?
USA

18.
18
Section 5: Brands users are likely (and unlikely) to recommend
UK
AUSTRALIA

19.
19
Section 5: Brands users are likely (and unlikely) to recommend
CANADA
INDIA

20.
20
Section 5: Brands users are likely (and unlikely) to recommend
INDONESIA
GERMANY

21.
21
Section 5: Brands users are likely (and unlikely) to recommend
JAPAN
FRANCE

22.
22
Section 5: Brands users are likely (and unlikely) to recommend
BRAZIL
CHINA

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Final words of advice
Powerful conversations may fill the streets for revolution, but people are now moving towards more private and closed places of individual relevance.
While it is clear people are more connected than ever—demonstrated by the sheer breadth of networks available—the research shows that it is the
depth of connections that change our lives and the world around us.
Ultimately, brands need to build relevance and trust through content and connections if they wish to use social media to transform their brand,
business and reputation.
5 ways to build a brand’s relevance and trust in social media
Moments of truth
Connect naturally with
the right audience, in
the right place at the
right time
Inspire
Use culturally relevant
storytelling that flows
across platforms and
markets, in real-time
Measure
Focus on harder
business metrics,
such as leads, sales,
performance, loyalty,
and the Net Promoter
Score®. And analyze
data together—
not in silos.
Precision
Move from broad
demographics to using
behavior, interests
and friendships
Bond
Move from community
management to
customer engagement
1 2 3 4 5
6. Brand Engagement
What can brands do to engage with social media users?

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Survey methodology
Results were gathered online from 5,639 self-reported social media users aged 18+ in 11 countries using SurveyMonkey Audience.
Surveys were conducted in Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Japan, the UK, and US in May 2015. For the
open-ended responses, only phrases with two or more mentions are shown in the word clouds.

25.
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A 16-country global study of social media users conducted by Social@Ogilvy and SurveyMonkey in 2014 found that the key to brand
engagement is high-quality content. Nearly all respondents read or watch branded content, and just under half (46 percent) say they’re active
sharers of content.
What does this mean?
Companies and content producers have an opportunity to get their
message across to even more people.
Focus on producing high-quality content that helps address an
issue or cause the public is passionate about, and that is both
informational and humorous—“edutainment” is the sweet spot.
When thinking about the audience, focus less on attracting media
attention and more on the everyday person. The content source,
individual company, or brand isn’t as important, but where they can
find content is.
One size does not fit all. Strategies for targeting emerging markets
should differ from mature markets. Content for emerging markets
should focus on entertainment or humor, while content in mature
markets should focus on helpful information. Social media users in
emerging markets report that they are overwhelmed with ads.
To get noticed, these markets need to produce high-quality content.
Addresses an issue or cause the public is passionate about.
Is both informational and humorous.
Brands should focus on producing
high-quality content that:
Appendix
Overview of Social@Ogilvy and SurveyMonkey’s 2014 Study of Global Social Media Content Sharing