On Saturday I mentioned that I had learned a new term: Brand Advocate. It refers to a consumer who either seeks or gives online information about purchases.
This week, we’ll take a look at these Brand Advocates, starting with a December Yahoo study that tells us more about them, including that they are “highly influential” and “have a disproportionately larger sphere of influence in the population."
Yahoo’s study, “Engaging Advocates through Search and Social Media,” revealed that:
* Half of these advocates write about their purchases online, with the large majority (90 percent) writing something positive.
* Advocates have at least a 2-to-1 rate of converting an actual friend or family member to make the exact same purchase (3-to-1 in consumer electronics).
* Advocates comprise 25 percent of the online population and 40 percent of the online buying population.
* Seventy-five percent of all advocates use at least one social media site several times a week. A social media site is one that allows users to create content or participate.
Next time, we’ll look into the buying habits of Brand Advocates.