Advocacy Tracker: Nivea users tell others to try the brand’s products for “moisturising” and “softening” results
by Leonie Bulman on 16th May 2012
Analysis of explicit recommendations for Nivea shows that results are the number one reason why consumers tell others to choose Nivea. What’s more, the majority of explicit advocacy occurs on the beauty community Makeupalley as Nivea users share their recommendations with potential customers.
Advocacy Tracker: identifying the different types of advocacy helps brands understand how consumers recommend them
by Leonie Bulman on 8th May 2012
Analysing the different ways in which consumers can advise others to choose a brand helps understand how advocacy occurs, empowering brands to drive even more recommendations through focused communication strategies.
Advocacy Tracker: aligning brand communication with advocates can help drive more positive recommendations
by Leonie Bulman on 1st May 2012
Understanding advocacy can help brands develop messaging which is aligned with the reasons why consumers recommend them to others. Aligning brand messaging in this way can in turn drive more positive advocacy and help mitigate detraction.
Limited edition offers grow Facebook communities, but they must be accessible to target audience
by Andy Pilkington on 1st May 2012
Limited edition and exclusive offers to an online community can be an effective method for growth, but brands must ensure the offers are accessible to community members or risk a backlash.
The North Face show how linking social platforms together can help build a larger online community
by Leonie Bulman on 26th April 2012
Outdoor gear retailer The North Face have built a much larger online community than competitor Helly Hansen, with 60 times more Facebook likes and 20 times more Twitter followers. The North Face achieved this in part by linking their Facebook and Twitter handles back to each other.
Advocacy Tracker: recommendations strongly influence the decisions of potential customers
by Leonie Bulman on 25th April 2012
Brands are starting to pay more attention to their online advocates, but what is the reason behind this? In this first article of a series on tracking recommendations, WaveMetrix show how advocates can convert potential customers, making it important for brands to track these recommendations.
Wave: social media quarterly – maximising the impact of social media activities
by Leonie Bulman on 12th April 2012
WaveMetrix has brought together nine of the most interesting case studies of social media marketing seen in Q1 2012. Focusing on how brands can maximise the impact of their activities, our Q1 trends report investigates three key trends: the art of asking questions, using social media to support celebrity campaigns and getting the most out of Twitter activities.
John Frieda show how to boost engagement by asking consumers to share their desires
by Leonie Bulman on 3rd April 2012
John Frieda show that brands should ask fans about what they want, rather than what fans currently have, to achieve a positive impact on both fan engagement and brand image.
Sign up for a weekly round-up of Wave:
Top stories
1
2
3
4
5
