We all know that word of mouth is the ultimate promotional vehicle.  Online word of mouse is evolving and becoming very influential.

Leveraging a recent Yahoo!-comScore study, Yahoo! Search Marketing’s Edwin Wong posted on their blog about how to use social media to develop advocates for your brand.

“Engaging Advocates through Search and Social Media,” is the first study of its kind to look at how consumers use social media, search and communication tools like email, instant messaging and blogs to talk about the brands, products or categories about which they are passionate.

The research focused on influencers and “thought leaders”, a population segment that marketers also call “loyalists,” “mavens,” “advocates” and other code names. This small group can take your brands to new heights because not only do they make purchases just for themselves, they also influence their social circles to do the same.

The study surveyed consumers who have recently purchased high-priced ticket items: consumer electronics over $300, a new or used auto, a new home loan or a hotel room.

How do advocates differ from the average consumer?

1. They research a broader list of resources than the average consumer
2. They are more loyal to the brand they choose to buy – about 90% will write something positive about the purchase they made,
3. They are very persuasive influencers. They have at least a 2-to-1 rate of converting a friend or family member to make the exact same product or brand purchase, and are 3 times more likely to do so than the average consumer.
4. They are avid users of social medea – 119% more likely to be on Instant Messaging and 40% more likely to be llistening to podcasts.
5. They are active searchers – they use search more often than other consumers.

Yahoo!’s conclusions?

Brand advocates are better connected consumers with a larger sphere of influence.

As thought leaders they influence a larger group.

Advocates are avid researchers who consider more brands, and this makes them more open to dialogue.

Post-purchase, they have higher levels of brand commitment, are more likely to recommend brands, and tend to talk about positive experiences.

Advocates are opinion leaders who influence other people’s purchase decisions, telling at least twice as many people about their purchases than non-advocates.  

Their advice on how to reach these influencers?

Use search, social media and web content syndication (RSS feeds, blogs,)and other online communication tools (web content syndicaiton, optimized press releases, educational articles) to capture the attention of this valuable audience and amplify the influence of those favorable to your brand, says Wong.

Case study:  Skin MD Natural

Here are the blog posts over the last six months about this new product