apple's brand power
DESCRIPTION
Apple's brand power in terms of Visibility, Social networks presence and Engagement to customers.TRANSCRIPT
iGroup
“A Revolutionary Brand”
1-Search Visibility
Apple‘s direct search visibility in search enginesCompany name and all products are 99% in top 3 organic results
Apple UK
Apple US
Online Store UK
No1 Product UK
Nearest Related
Locations Adwords directs to
online store
Nearest Locations on
Map
Direct search for Apple’s company and CEO namesApple Inc” and “Steve Jobs” have the highest number of search results in Google
among their competitors
0
50000000
100000000
150000000
0
20000000
40000000
60000000
80000000
Direct search for Apple’s product names
Organic Paid
MacbookApple info site*Apple UK online
storeShopping Results
1st
2nd 3rd
AmazonApple UK online
storeUK Retaliers
1st
2nd
3rd, 4th
iPhoneApple info site
Apple UK online store
UK Mobile operators
1st, 2nd
3rd
4th, 6th
UK Mobile Operators
UK Retailers
1st, 2nd, 3rd, 4th 5th, 6th
iPad Apple info site 1st, 2nd
Apple UK online store
UK Retailers
1st
2nd-10th
iPod Apple info site Shopping Results
1st, 2nd, 3rd, 4th
Apple UK online store
UK Retailers
1st 2nd-7th
*Apple info site: apple.com and apple.com/uk
Apple is at least in top 5 for indirect searchesApple is in top 5 results for the following keywords
–“Store” First Page Organic 2nd and 3rd –“Support” First Page Organic 3rd and 4th
–“Apps” First Page Organic 3rd and 4th –“Music Player” First Page Paid Top Ad–“Download” 1st suggestion is “download itunes”
2-Social Networking Presence & Engagement
Apple’s social networks always have a specific goal
- Official iTunes Fan Page Country specific- Official App Store Fan Page- No official “Apple” fan page!
- Official iTunes Pages Trailers, Movies, Music, Podcast,
- No official “Apple” page!
- Official YouTube Channel Ads, Product videos, CEO Keynotes, Press Conferences
- Official Company Page Job opportunities
- Country specific site 104 different countries- Product & App info Visuals, tech specs,…- News & Events WWDC, Launches,…- Support Forum, Downloads,…
apple.com
Information for
Selling
Hiring
InformationSupport
- Ping A social network about music!
iTunes on-Different pages for special iTunes content available countries!-More than 10.000.000 Likes in total
-New album and song promotion-New movie, TV Show and podcast promotion-Campaign promotion & discussion posts & polls-Special collection sub-pages such as “The Beatles”
Information for Selling
App Store on-800.000 Likes
-New applications promotion & App sharing-App of the week & top apps sub-pages-Top games sub-page and charts & tutorial videos-Categorised app discovery sub-page-Discussion posts
Information for Selling
iTunes on-2.600.000 followers in total
-Trailers New movie trailers on iTunes-Music New albums and songs on iTunes-Podcasts Various videos on iTunes (as YouTube)
-Movies New movies available to rent in iTunes
-TV New TV Shows episodes on iTunes
Information for Selling
Apple on
- 70 videos in 15 Playlists- Steve Jobs’s keynote
presentations- Official product videos- Product & Service
demonstrations- Product guides- Commercial TV Ads- Press Conference videos
- iPhone 2,5 million results
- iPad 500k results
- Macbook 200k results- iPod 1 million results
Information for Selling
“Its like and meet iTunes!”
Steve Jobs, 2010
Ping, a revolution from the revolutionary brandA social network only for music!
- What are my friends listening to?- What are my favourite artists up to?- What concerts are my friends going to?- I’ve got to share this with my friends!
- Follow your favourite artists and friends- Discover the music they are talking about, listening to and downloading- Preview songs posted by your friends by clicking to the post, and buy it if you
want to
- It works within iTunes- Available on iphone,
ipod touch, ipad and mac
Information for Selling
Easy to use and well integrated with iTunesCreate your profile page and manage your feed
Edit your profile
Your follow list
Buy albums friends liked or you liked
by just clicking the link in the main
feed
Or buy just one song
Repost current posts,
add comments, or remove your owns, just as
you do in Facebook and
Information for Selling
Browse in artist pages, like them, like their albums or songsAdd artist to your follow list, know their concert dates, new album releases, see tour photos, listen to new songs, etc …
news, new releases, tour photos, message
to fans, etc…
It looks like a Facebook page, but
the difference is, you can preview and buy
their albums and songs by just one
click!
Information for Selling
A music social network, for selling more content
Browse in albums, and buy them if you
want
Preview the first 30 seconds of the songs at
first
Popularity of the songs one by one
Buy songs one by one
Listener also
bought list
Information for Selling
Apple on- 60.000 followers- Job posts of Apple Inc.- All registered Apple employees- New employees- Apple employees in your network- New hires of Apple- Recent business news about
Apple- Apple headquarters map- Stock information
For Hiring
Apple’s support structure
1-Ask other users
3-Go to Apple Stores
2-Ask Apple online
Discussion Forum
Express Lane Book appointment via website
- Easiest way- Thousands of Apple
users may read your question
- You can find the answer through reading older post
- Product registration- Product selection- Issue description- Contact options
- Download an update- Follow a guide to solve
the problem- Or come to see our tech
experts in our stores
- No waiting in store, due to precise appointment time (usually the day after you took the appointment)
- Pre-known problem definition
An efficient support advisor!
Apple.com: a support service communityInformationSupport
Select product group which you need help about
Browse all support pages
Access product manuals
Access detailed
tech specs of all
products
Access Communities
for help of other Apple
users
Track your product by yourself if you have
given it to tech service, find out where is it and when will you be able to
collect it
Access all support downloads such as software updates
A community structured by Apple’s devicesInformationSupport
Discussion Topics(Product Groups)
Search in entire discussion forumLogin to forum to start helping people or receiving help
Recent announcement to forum users
Top user ranking who have helped / and helping others and collected reputation points
Easy access to the specific help you need answered directly by Apple’s users
InformationSupport
Status shows how advance level of the user and how much he has engaged with the content
Users computer model and operating systemNumber of total posts belong to user
Recent posts of the user
Which Apple’s user are you?InformationSupport
See top user ranking for this
category
See product sub-category
groups by product
generation
Sub-categories Total number of messages and views
of sub-category
Example of communities’ discussionInformationSupport
Example of a question asked to the community
Questions directly sent by Apple customers!
Nickname of the
user
Number of replies and views of this post
InformationSupport
One Apple user sends the question!
And another Apple user who knows the answer replies to it!
No cost, no Apple Inc interferenceProblems are solved directly by Apple’s users
InformationSupport
Apple’s Engagement to customers
Apple’s official strap line at the end of Apple’s report:
Apple engages customers, developers and employees
Apple’s Engagement Strategy
Customers
Developers
Discussion Forum
Employees
Engagement through social
networks
Direct engagement with New business
model(Revenue Sharing)
How Apple engages developers and why it is a unique business model?
Developers write an app
by using those APIs
Apple releases APIs(1) for products
and OSs(2)
(1) Application Programming Interface (2)Operating System (3) Apple Special Event 8 June 2010
Apple evaluates the app and if the app is usefull for customers
put it on the App Store
Apple customer visits App Store
likes the app and downloads the
app
30% of the revenue goes to Apple and 70% of the revenue goes to developer!
(only for paid apps)
As of June 2010 Apple paid
1 Billion $
to developers(3)
3-Integration of Communication Channels
Buying products from Apple
Offline Channels
Retail Stores
Employees Store Decoration
- Bright store employees- Dress code (Blue shirt)- Knowledge about all
products
+ Brand Image
+ Effective Comm.
- Same decoration in all stores- Minimalist, easy to find design
strategy- Free to use product experience
stations- Online appointment book from
website+ Brand Image+ Integration with website+ Integration with all Apple Stores
Online Channels
store.apple.com
apple.com/mac
apple.com/ipod
apple.com/iphone
apple.com/ipad
- Country specific- Simple communication- Easy to use + friendly design and
content- Vast amout of info about company,
products and services- All product range- Product configuration- Free delivery
Online Channels
iTunes
Buying content from Apple
Customer Support Channels
Apple.com- Discussion Forum
- Direct support
Online- Express Lane- Support Pages- Online Service
Asst.- Check Repair
Status- Discussion Forum
PhoneFor every country in their own language
E-MailFor iTunes Store and
Photo Services
ChatFor
MobileMe and iTunes
Store
Getting support from Apple
To what extent those channels are integrated?
Apple.com
Retail Stores- Retail store appointmens are booked via apple.com- Almost the same shopping experience in online store and
retail store
Apple ID Products & Services
- Apple ID is required for every registered action
- OS install- App install on Apple devices- New product activation- iTunes Log-in- Discussion forum log-in- Ping log-in- iTunes Store Log-in- Retail store appointment book
A very smart way
for gathering CRM data
- iTunes Facebook Page Like button in home page
iTunes Facebook & Twitter
- Realtime integrated content & news sharing & info- Facebook & Twitter posts direct to iTunes shopping
page
Youtube- Official videos are realtime in YouTube channel- YouTube videos directs to a relevant web site of apple related
with the video
Apple.com - All applications are downloadedand installed thorugh iTunes- All iTunes help topic is under discussion forum of apple.com
Ping Facebook & Twitter
- Ping account can be integrated with Twitter by just one click.
- All ping content can be shared on Facebook
Apple.comApple.com
iTunes
4-How to buy it online?
Apple’s Store Structure
Retail Stores Online Stores
Physical ProductsOnline Store
Digital ContentStores
App Store
iTunes Store
318 stores in 11 countries (1)
75 million visitors 2010 Q3 (1)
Sold 2.8 million Macs FY2010 (1)
(1) Apple Special Event 20 October 2010 (2) Apple Special Event 1 September 2010 (3) FY 2010 Results - http://www.apple.com/pr/library/2010/10/18results.html
250.000 Apps on the store (2)
25.000 of them iPad Apps (2)
6,5 billion downloads by Sep 2010 (2)
160 million accounts with credit cards (2)
11.7 billion songs downloaded (2)
450 million TV episodes downloaded (2)
100 million movies downloaded (2)
35 million books downloaded (2)
$20.34 billion revenue (3)
$4.31 billion net profit (3)
3.89 million Macs (3)
14.1 million iPhone (3)
9.05 million iPods (3)
4.19 million iPads (3)
The 2 Apple’s well-run sales channels
- Product prices with product visuals- Purchase basket / Shopping cart- New items column- Product search box- 2 additional stores Education Store,
Business Store %15 Discount on Macs for students!
All Apple products can be bought online
- Different models- Different configurations- Different screen sizes- All free delivery
Configuration changes available
only in online store!
Products configuration only through online
store
Add additional hardware equipments- RAM, HDD, SSD, …
Add additional software- MS Office Mac, iWorks, …
Add additional service- AppleCare Insurance, Mobile Me
Add accessories- Adaptors, Mini Display Port Converters, …
Add additional items to your shopping cart
easily
You can add a gift package and a message to your
purchaseYou can keep continue to shopping
Or Checkout to
end your shopping
Site offers you additional products relevant to your current purchasee.g., If you buy a MacBook, it offers you an external HDD
Easy to check-out and cross-sale offers
- Millions of songs, TV shows, movies and podcast
- Hundred thounsands of albums
- Various price ranges
- Either download one song or album
- See top artist, songs, albums, etc…
- See popularity of content and artists
- See listeners also bought lists
- See customer ratings and reviews from customers
iTunes Store
iTunes Store has changed the media
industry!
- Hundred Thousands of aplications for iPhone and iPad. (App Store for Macs coming soon)
- Both paid and free applications
- Various application categories (banking, education, science, apps for moms and dads, fun, …)
- One tap away download and install
App Store
Thousands of Apps for iPad, iPhone & iPod
Touch
5-Conclusion
Apple has an army of satisfied customers!
therefore
They don’t need to use social media as a brand!
They use social media only to sell more content!
Not to satisfy customersThey solve their customer’s problems in their own way (Well-run retail stores, discussions, express
lane, support pages, etc..)
Apple customers are already
brand advocates!!They do the networking on behalf of Apple for
years!
Want proof?
2003, 2004, 2005, 2006, 2007, 2008, 2009, 2010
#1 in Customer Satisfaction in ASCI for the last 7 years with all Mac Models!
2001, 2002, 2003, 2004, 2005, 2006, 2007, 2008, 2009, 2010#1 in Customer Satisfaction in CR for the last 10 years with all Mac Models!
Readers ChoiceLaptop & Desktop computers
#1 in Reliability
#1 Smartphone=iPhone4
Source: Apple Special Events 8 June, 16 July, 20 October 2010
Inanc EnginShailesh Iyer
Pierre-Michel DusserreNatalia MeersohnMonish Sanghavi
Cem Azoz
Questions?