A FIELD GUIDE

(an entirely different breed of consumer)

Heres a look into the habitats, behaviors and motivations of these in-the-know consumers.

TO BRAND ADVOCATES

Research shows that brand advocates, people who habitually share information on the products they use, are thought leaders in their constantly expanding social circles and their actions influence the opinions and purchase decisions of many others. These advocates can be your most effective salespeople if you know how to work with them.*

HABITAT
an I fin c e r d he t W

2
m he

BEHAVIORS

Brand Advocates are more than 2.5x more likely to use social media to expand their social circles.
How often do you use the following platforms to send information about products, brands, sales or stores?
Social Networking Site
0% 10% 20% 30% 40% 50% 60%

Brand Advocates are prolific content creators they write and share more than 2x as many online communications about brands.

58% 27% 53% 39%

Influencing Opinions & Purchase

Brand Advocates talk about the products they use EVERY DAY

Email
0% 10% 20% 30% 40% 50% 60%

3x
2x

more likely to discuss personal care products as likely to discuss childrens products as likely to discuss household products more likely to share a great experience about a product

eCommerce Website
0% 10% 20% 30% 40% 50% 60%

43% 22%

Online Feedback Mechanism

0% 10% 20% 30% 40% 50% 60%

28% 7%

2x

ADVOCATES

WEB USERS

75%

Frequently visit social networks to meet people

NEW

50%
ha t
ma
kes them
ck ?

MORE LIKELY to

influence a purchase

2x

as likely to use social networks to share product information as likely to use online feedback sites and discussion boards more likely to share product information with someone they dont know more likely to blog as likely to use and

4x

ti

Indicate the extent of your agreement or diagreement with the following (% strongly agree)
60%

3x
3x
2x

40%

65%
39%

57%
38%

ADVOCATES WEB USERS

20%

0%

People ask me for information

People make purchases based on my information

MOTIVATIONS
Brand Advocates genuinely enjoy sharing product information and they are always looking for new things to share.

3x
2x

MORE LIKELY to share product info to relax

COMMUNICATE

Thought Leaders
Like to be seen as thought leaders Appreciate how valuable consumer reviews are online Value their relationship with brands
WEB USERS

Meaningful Contributions
as likely to be driven by the need to contribute to the pool of information more likely to value their perception as a good source of information more likely to be seen as a good source of information by

FREQUENTLY

TO RELAX

16%

54%
ADVOCATES

150%

Biggest motivation is to be seen as a good resource by the brand

70% people around them

*A research study conducted by Dr. Kathleen R. Ferris-Costa, University of Rhode Island, College of Business Administration. Download the complete Field Guide from BzzAgent at: u.bzz.com/FieldGuide