On October 16th, we had the opportunity to conduct a webcast with a guest speaker from Ogilvy – SVP Irfan Kamal. A few months back, Ogilvy embarked on a study to try to find out what drives true brand advocacy. Put simply, an advocate is what you want. Satisfied customers have a limited value in comparison. Advocates will talk positively about your business not only when asked, but whenever they think the information is valuable to others. That advocacy can be amplified by social media in huge ways. The presentation reviewed the drivers of advocacy in four major markets. It was really interesting to see that different things drive advocacy in different markets. I won’t give the secret away here. Check out the webcast. It will give you more great info than I ever could in a blog post.