 Welcome to the MotiveQuest Brand Advocacy portal.
Brand advocacy is the metric that matters most to marketers today, and there is no shortage of opinions and discussion about the topic. Here you will learn what brand advocacy is, why it matters, and how you can measure it.
Beyond posting its own perspectives on brand advocacy, MotiveQuest will scrutinize sources from around the web, posting the juiciest and meatiest morsels at Digg , del.icio.us, and SlideShare.
If you want your voice to be heard, join the brand advocacy conversation at the MotiveQuest blog. It's a place to share your thoughts and insights about brand advocacy with industry-defining researchers, brand strategists, and planners.
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What is Brand Advocacy?
Today products are bought not sold. Persuasion is subtle, if it exists at all.
Brand Advocacy, the active sharing of one's beliefs, interactions, stories, experiences, thrills, and disappointments in regards to all the products and services that fill offices and garages, closets and cupboards, dreams and realities, is a concept that is changing the nature of marketing.
Is it for the better? That depends upon your perspective.
RELATED LINKS: Brand Advocacy
| Why does Brand Advocacy matter?
Brand advocacy is not a new concept. Measures of brand strength like loyalty and propensity to recommend are fundamental to marketing. However, the difference today is where the conversation is taking place. And that's online, at places like iPhoneBuzz.
With passionate, credible experts sharing their points of view on everything to everyone, word of mouth is no longer a one-to-one activity. A good or bad review that leads to a sale, or not, is only a click away.
RELATED LINKS: The Relationship of Advocacy to Sales
|  How to measure Brand Advocacy
The most meaningful measurement of brand advocacy is now the Online Promotor Score.
The Online Promoter Score (OPS) is a methodology that was created by MotiveQuest in 2005 to help brand owners measure the effect of their marketing on consumer advocacy (recommendation) for their brands. It was the first metric based on online word of mouth (OWOM) to show a correlation between online advocacy and sales, as documented by Forrester in a recently published book titled Groundswell.
The Online Promoter Score measures the number of individuals who are advocating (promoting, recommending) their brand and separates these individuals from and other brands that they might like but not advocate. It also measures the changes in the number of brand advocates over time.
The Online Promoter Score captures multi-dimensional aspects of a brand. It has been used to track organizational performance, uncover competitive opportunities, and determine the return on investment (ROI) of online and offline campaigns.
As with most marketing techniques, there are a number of alternative offerings vying with the Online Promoter Score. Another technique is the Net Promoter Score developed by Satmetrix which uses traditional (offline) methods of research to arrive at a similar indication of propensity to recommend.
RELATED LINKS: Linking Web Buzz to Mini Sales
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