L’Oreal, Nivea, Dove and Chanel are among brands most likely to be recommended by social-media users, while McDonald’s and Monsanto rank near the bottom of the referral list, according to a survey.
The research from WPP Plc’s Social@Ogilvy agency and SurveyMonkey will be presented at the Cannes Lions advertising gathering on Wednesday. Some 5,600 people in 11 countries who use networks such as Facebook, YouTube and Twitter reported to an online panel to show who are true advocates of a marque and to what extent. Though 84 percent of users reported “liking” or following a brand, only 58 percent said they were willing to share good and bad experiences.
“We found that people had been using likes as a measure online, but that’s been the only measure and it’s not that accurate or deep,” Bennett Porter, vice president of marketing at SurveyMonkey, said in an interview Tuesday.
The $544 billion ad industry is increasingly being driven by Internet marketing, as brands follow consumers online and on devices from computers to smartphones.
At the industry’s largest annual gathering, held on the French Riviera, agencies and their clients are partnering with companies such as Google Inc. and Facebook Inc. to target people via carefully planned messages to keep them engaged.
Social-media users in the U.S. are less likely to interact with a brand name than those in emerging markets like China, Brazil and India, according to the research. Only 19 percent of U.S. respondents considered themselves “brand promoters,” those very likely to recommend brands and products to friends.