 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's the point of the BrandAdvocacy08.com site?
- MotiveQuest will use our Online Promoter Score to predict the outcome of the 2008 election. On a daily basis we will measure advocacy for McCain and Obama by observing online conversations between real people. We will also share the Top 10 words associated with each candidate
What's the Online PromoterTM Score?
- The Online Promoter Score is a metric created by MotiveQuest to help brand owners measure brand health. We do this by observing how many people are recommending a given brand or product in online conversations. It is the first metric based on online word of mouth to show a correlation with sales. This was documented in the recent book Groundswell from Charlene Li and Josh Bernoff of Forrester Research. The Online Promoter Score measures the number of individuals who are advocating (promoting, recommending) a brand and separates these individuals from and other brands that they might like but not advocate. It also measures changes in advocacy over time.
Where can I get more information about the Online Promoter Score and brand advocacy?
What is the source of your data?
- Every day MotiveQuest pulls data from popular online, groups, forums, blogs and other social media. For BrandAdvocacy08, we're looking at 30 top non-political forums and the 10 top political forums. This gives us a broad sample of conversations to measure advocacy for Barack Obama and John McCain. Each day we're analyzing about 30,000 messages from 6,000 people.
How does this compare with traditional polling data?
- It is very different. We look at organic conversations online. We are not asking any direct questions or targeting particular respondents. We are just looking at what people are naturally talking about and recommending when they speak about politics or the candidates online. We have compiled our data to loosely reflect the population as much as possible and the top places of conversation on the internet, while additionally including the top sites of political conversation.
Why are Obama and McCain smiling or scowling?
- They smile or scowl based on whether or not they gained advocacy that day.
What are the "Top Words Associated with Each Candidate"?
- We use advanced statistical analysis to understand which words are most relevant to the discussion each day. If you click on the word it links to the original news stories that prompted online discussion around that issue/candidate.
Get here from somewhere else other than the BrandAdvocacy08.com site? Click to check out what we're talking about.
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