Searching on Google, YouTube or other social media sites for a brand, one would likely find some of the best ads or reviews that produced by brand advocates than by some agency.
One of my friend started following Honda Element Flickr group and end-up buying this car, so content by advocates influenced him to do that. This small group of brand fans who, according to AdAge, half write about their purchases online, can have an exponentially greater influence on others. But what many brands don’t know is how to word of mouth marketing to fully harness this powerful group – and that not trying too hard is key.
BestBuy, has been working on their site to integrate user reviews available next to product searches to influence buyers – making sales conversion soar. Stan Joosten, innovation manager at Procter & Gamble, is quoted as saying brands should stop fearing spontaneous chatter online because it’s actually much more positive than a marketer might assume, and warned of trying too hard.
Brand advocates are respected & trusted individuals in their communities, they are vocal and well connected enthusiasts online and they understand value of good products and services, so word of mouth marketing with technology empowers those advocates to become virtual sales force for brands.
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