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.
O2's launch of "half-baked" O2 Wallet app creates a backlash among Facebook fans
by Leonie Bulman on 8th May 2012
O2 shows that using an online community to promote the launch of a new product can backfire, providing early adopters with a platform for negative feedback. O2’s Facebook launch of the new O2 Wallet app generates criticism for the app’s lack of NFC support, showing that innovative products should initially be tested in a more controllable environment than online communities.
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.
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.
WaveMetrix Advocacy Tracker: Neutrogena show how Facebook campaigns can impact consumer recommendations
by Leonie Bulman on 23rd February 2012
Our new Advocacy Tracker, which allows brands to track online consumer recommendations month-on-month, shows the importance of understanding which activities drive positive advocacy. For example, Neutrogena successfully doubled advocacy around its Naturals range with a Facebook campaign.
Super Bowl movie trailer insights: Avengers drives most intent to view
by Lawrie Doran on 7th February 2012
Analysis of immediate consumer Twitter reaction to the latest Super Bowl movie trailers reveals the Avengers as the out and out winner, driving more positivity, higher reach, more intent to view and a larger growth in Facebook likes than its rivals.
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