connecting brands to people

Presentation by: Work that talks.

And Building Stronger Relationships

Reputation Management • AMA 5.27

Connecting Brands to People

Friday, May 28, 2010

Presentation by: Work that talks.Friday, May 28, 2010


484Friday, May 28, 2010


484 22 Friendship ModelBrands & People



Why should you care?



Why should you care?- Cause it’s bigger than just you.

500MMOn Facebook

100MMOn Twitter

YouTube2nd largest search engine

270MM+US Mobile Subscribers



Why should you care?

Customer Service.Relationships. Insights.Advocacy.

Awareness

- Cause it’s bigger than just you.

500MMOn Facebook

100MMOn Twitter

YouTube2nd largest search engine

270MM+US Mobile Subscribers



That said, today your first interaction will most likely happen online.

“Your first interaction with a customer is a priceless opportunity” Source: CEO of Loews Hotels

93% of consumers want to engage with brands via social media. Source: 2008 Cone Study



70 percent of retailers are on Facebook or MySpace, and more than half are on Twitter.

“It’s like fishing where the fish are. Social media is where our consumers are at the moment... Our strategy is to be everywhere our consumers are, but as a member of the community.”

- Forrester. Dec. 2009

"You'll see other retailers do videos about selling products. For us, social media is about extending our lifestyle to a broader audience. We're not so driven by the need to

monetize it." - Shilo Jones, marketing director at Evo

Quotes From The Industry



When people talk,brands grow.TM



ROI RedefinedConsider reputation an important metric of success when investing time, money and resources into social media.Return on Investment or...

Return on Influence.Return on Interaction.

Social Media Is PR (People & Relationships)



Campaign




Commitment




Commitment


✓



The Cost of Being There...



The Cost of Being There...‣ Development of a social media strategy (where, why + how)

‣ Set guidelines for engagement (do’s, don’ts. who does what, when and how often)

‣ Concept + develop fresh content for status updates (posts, photos, videos...)

‣ Concept + develop applications that deliver/maximize (shared) branded exposure

‣ Reputation brand management/moderation + reporting



The Cost of Being There...‣ Development of a social media strategy (where, why + how)

‣ Set guidelines for engagement (do’s, don’ts. who does what, when and how often)

‣ Concept + develop fresh content for status updates (posts, photos, videos...)

‣ Concept + develop applications that deliver/maximize (shared) branded exposure

‣ Reputation brand management/moderation + reporting

You have to have someone running that page, reading comments, responding to questions and making sure you're promoting the growth of that group.



The Cost of NOT Being There?



Change.

Technology Has Simplified Relationships



Dead-end digital

Engaging digital actions are an important. But what’s more important is to enable consumers to effortlessly share, adapt and evolve our messages AND measure the impact of the influence it creates.

Microsites

Videos

Applications

Games



Social NetworksBroadcast Yourself

Reviews/Opinions

Mobile Everything

Audio. Video. Photo’s...

Communities. Relationships.

Connect. Involve. Entertain.

Love. Hate. Rate. Advocate

OnlineOff-lineInternal External (PR)



Our Goal:

Quantify the true impact of digital and social actions by moving beyond immediate impact to include return on influence.

http://www.businessweek.com/magazine/content/09_22/b4133032573293.htm





Posted a video online (e.g. Facebook, Youtube) about this brand

Visited this brands’ website or microsite

Watched commercials or videos made by this brand on Youtube

Downloaded a phone application from this specific brand

Read a blog sponsored by this brand Played a web or browser game

sponsored by this brand

Made a charitable donation directed through this brand’s site

Participated in an augmented reality experience sponsored by this brand

Become a fan of this brand on Facebook

Joined a Facebook group focused on this specific brand

Followed this brand on Twitter

Posted reviews about this brand Provided feedback on this brand’s website

Voted on a product decision by this brand (e.g. flavor, design, name)

Joined an online panel or research survey for this specific brand

O!ered product ideas to this brand in an open forum (e.g. mystarbuckideas.com)

Posted a Facebook status referencing this specific brand

Sent a customized message sponsored by this brand to a family member or friend

Wrote about this brand in a personal blog

Posted pictures online (e.g. Flickr, Picasa, Facebook) that focused on this specific brand

Posted a Tweet or RT about this specific brand

Customized or designed a product for this specific brand

22We studied

digital actions and their effect on consumers.



1 2 31. Visited this brands’

website or microsite

2. Watched commercials or videos made by this brand on Youtube

3. Downloaded a phone application from this specific brand

4. Read a blog sponsored by this brand

5. Played a web or browser game sponsored by this brand

6. Made a charitable donation directed through this brand’s site

7. Participated in an augmented reality experience sponsored by this brand

Engage8. Posted reviews about this

brand

9. Provided feedback on this brand’s website

10. Voted on a product decision by this brand (e.g. flavor, design, name)

11. Joined a panel or research survey for this specific brand (E-Rewards does not count)

12. O!ered product ideas to this brand in an open forum (e.g. mystarbuckideas.com)

Contribute13. Become a fan of

this brand on Facebook

14. Joined a Facebook group focused on this specific brand

15. Followed this brand on Twitter

Participate16. Posted a Facebook status

referencing this specific brand

17. Sent a customized message sponsored by this brand to a family member or friend

18. Wrote about this brand in a personal blog

19. Posted pictures online (e.g. Flickr, Picasa, Facebook) that focused on this specific brand

20. Posted a Tweet or RT about this specific brand

21. Customized or designed a product for this specific brand

22. Posted a video online (e.g. Facebook, Youtube) about this brand

Create4

Organized into 4

categories



COMPARE GROUPSRECRUIT CUSTOMERS

20+ years old | HHI $35k+M/F Split | Social Media Accounts

GROUP BY ACTIONS SURVEY ONLINE

Control group representative of brands found in test groups

BRAND XADVOCACYCONVERSATIONSNEW CUSTOMERSBRAND SPEND...

n=1,945

CREATE

n=284

PARTICIPATE

n=282

CONTRIBUTEn=281

ENGAGE

n=408

CONTROL

n=865

Survey included questions on how much they talked, recommendations, brand

spend, etc...

Recent customers of 52 brands

15 min. survey

CONTROL

ENGAGE

CONTRIBUTE

PARTICIPATE

CREATE

Compared groups to each other and made conclusions based on

significant di!erences.



26% 47% 55% 53% 64%

1.8x more than control 2.1x more than control

Assuming a set of 100 consumers, 80 more people talking than the Engage set.

Control

Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010.

Engage Contribute Participate Create

% Who TalkedPercent of those who initiated conversations about the brand.

2x more than control


2.5x more than control




Control



How much they talked.The number of conversations per 100 consumers.

26% talked Avg # of conversations = 4

47% talkedAvg # of conversations = 6




42 conversations out of 100 consumers





100 consumers

100 consumers



Control



How much they talked.The number of conversations per 100 consumers.

26% talked Avg # of conversations = 4










100 consumers

100 consumers

Social media actions generated nearly 2.5 times more conversations per 100 consumers than dead-end digital actions (engage).



11%... 20%... 26%... 32%... 35%...

Control


Engage Contribute Create

How they influenced purchasesPercent who triggered a purchase

% who talked

% who spurred a purchase

influenced a transaction26% talked



influenced a transaction 53% talked


Participate



It’s our job to help our clients find, listen, learn and then engage with the people

that matter the most We built BWW Facebook fan base from 58k to now over 1.3MM in less

than a year. Improving their content to post ratio by over 3,000%

Southeast Toyota Distributors LLC



Listen. Learn. Engage. Adapt.(repeat)

Our approach needs to support our ability to connect, share and engage with our target audience consistently and authentically.



Tools Content

Listen. Learn. Engage. Adapt.Activation Insights ConnectCulture Strategy



42% 13% 21% 07% 17%

Mthly. Posts: 5Response: 3,201Total OI: 480,150



Mthly. Posts: 2Response: 589Total OI: 88,350


Family/Kids Stuff News/Pop Culture Morning Stories Brand Msg/Growers Nutrition/Recipes

Conversation Measures

Insights: What’s Working... What’s Not!

Monthly (Organic) Conversation Value Estimated @ $13,440 (based on a $20CPM)



Thanks!Keep Talking @iRollo

http://bit.ly/aJaErq (It’s on SlideShare.com) The True Value of Social MediaMore Social Thinking from 22


http://bit.ly/aJaErq

http://bit.ly/aJaErq

connecting brands to people

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