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.
HTC successfully place consumer recommendations at the heart of their social media presence
by Tom Hannah on 15th May 2012
By allowing detailed reviews to be posted on their Facebook page, HTC successfully generate constructive product discussion, as well as a very high proportion of positive recommendations for their phones.
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.
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.
Analysis of Q1 2012 follower counts shows how Twitter communities tend to fluctuate in size more than Facebook
by Andy Pilkington on 5th April 2012
WaveMetrix analysis of follower counts for 150 brand Twitter accounts reveals that brands tended to gain more followers in February and March 2012 than they did in January, while community sizes fluctuated day-to-day. However, on average, the day of the week has less of an impact on growing Twitter follower counts than it does on increasing number of Facebook Likes
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.
PG Tips sustain fan engagement through personal lifestyle questions
by Leonie Bulman on 15th March 2012
PG Tips show how to become the number one most engaging UK brand on Facebook, by asking fans how their tea fits into every day life. The high volume of responses provides PG Tips with a wealth of consumer information to help shape marketing and brand image.
AMD show how positively structured posts can drive consumer engagement on Facebook and avoid critical consumer responses
by Jason Hardman on 7th March 2012
AMD’s post asking consumers to ‘like’ a Facebook post if they are using AMD technology and to share what products they are using shows that positively structured posts can drive consumer engagement on Facebook and avoid critical comments. By not including any negative issues in the post, AMD avoided large amounts of negative feedback, unlike Logitech Gaming.
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