Embed Size (px)
DESCRIPTION
In my five years of research, consulting and managing social media, I have been asked thousands of questions. Where? (Where do I post? Where do I engage?), How? (How do I listen? How do I measure? How do I find influencers?) and today's hot topic, given the need for content to feed the social media beast, What? (What do I say? Do I post pictures, videos, text? Am I funny or serious? Am I professional or casual? Should I offer discounts and contests to lure new fans?) What I almost never hear asked is Why? Not simply the "small whys" such as "Why is my brand on Facebook" and "Why should anyone care to engage with my brand?," but also the "great, bit whys," such as "Why does my business exist?," "Why should people buy from me and not my competitors?," and most importantly, "Why should anyone care about my brand?" I present an approach to driving both social media and business success: 1. Discover a higher purpose 2. Make it Real 3. Live it in Social Media I present five brands that have succeeded following this recipe: Secret Clinical Strength, U bu Kotex, Barclaycard Ring, USAA and Chipotle. For more information non this presentation, please visit my blog: http://www.experiencetheblog.com/2013/10/why-right-question-that-builds-brands.html
Citation preview
Why?The Right Question that Builds Brands in Social MediaAugie Ray
Where?
#PRSMS @augieray
How?
What?
?#PRSMS @augieray
Why
#PRSMS @augieray
Start With WhySimon Sinek
http://amzn.to/StartWithWhy
Can’t Buy Me
LikeBob Garfield & Doug Levy
http://amzn.to/CantBuyMeLike
#PRSMS @augieray
What
How
Why
#PRSMS
What
How
@augieray
#PRSMS
What
How
Why
@augieray
#PRSMS @augieray
WhyLinux
Mac
Windows
Source: http://www.asymco.com/2013/04/16/escaping-pcs/
70%
39% 40%
63%
#PRSMS @augieray
Why
Cash: $11.2BShort-term Securities: $31.4B
Meaningful Brands, US
#PRSMS @augieray
Only 9% of brands are perceived as making a meaningful difference in people's lives.
Consumers would not care if 92% of brands disappeared
GoogleSamsungMicrosoftNestleSonyIkeaDoveNikeWalmartDanone
PhilipsP&GAdidasMercedesSpriteVolkswagenHondaLeroy Merlin
UnileverL’OrealStarbucksActiviaCoca-colaToyotaH&MAudiAppleEvian
ZaraHeinekenLG
Meaningful Brands
#PRSMS @augieray
STOXX Global 1800
Index
MBiMeaningful
Brands Index
$
Sto
ck P
erf
orm
ance
AmazonHondaSouthwestBMWIDEOStarbucksCarMaxIKEATimberlandCaterpillarJetBlue
ToyotaCommerce BankJ&JTrader Joe'sContainer StoreJordan's FurnitureUPSCostcoLL BeanWegmans
eBayNew BalanceWhole FoodsGooglePatagoniaHarley-DavidsonREI
Index: 1996 to 2011
#PRSMS @augieray
S&P: 157%
Firms of Endearment
1,646%
$
Sto
ck P
erf
orm
ance
AmazonHondaSouthwestBMWIDEOStarbucksCarMaxIKEATimberlandCaterpillarJetBlue
ToyotaCommerce BankJ&JTrader Joe'sContainer StoreJordan's FurnitureUPSCostcoLL BeanWegmans
eBayNew BalanceWhole FoodsGooglePatagoniaHarley-DavidsonREI
Index: 2009 to 2012
#PRSMS @augieray
S&P: 3.3%
Firms of Endearment
21.06%
$
Sto
ck P
erf
orm
ance
#PRSMS @augieray
“
”
People don’t buy what you do, they buy why you do it.
“
#PRSMS @augieray
“
”
People don’t buy what you do, they buy why you do it.
“1. Discover a higher purpose
3. Live it in social media
2. Make it real
@augieray#PRSMS
DISCOVER A HIGHER PURPOSE
http://www.flickr.com/photos/calsidyrose/
U by Kotex Takes a Stand
#PRSMS @augieray
Our Mission
Over three-quarters of girls feel like they shouldn’t talk about their vagina or vaginal health in general.
We’re working to put an end to all of that by bringing girls together to drive real social change about one of the most important aspects of being a girl. We believe that when girls have a shared voice, the myths, misinformation and embarrassment lose power. And truth, pride and facts gain strength.
Barclaycard Lets Customers Decide
#PRSMS @augieray
Secret Tackles Bullying
#PRSMS @augieray
HOW ARE WE PUTTING A STOP TO BULLYING?
We’re here to say that being Mean Stinks! What kind of Mean? Girl-to-girl bullying, face-to-face, text-to-text, whatevs. This is the place for undoing it. Grab your friends and #gangupforgood with anti-bullying tips, tools, and challenges to help end girl bullying at your school!
#PRSMS @augieray
Chipotle wants food with integrity
What is Food with Integrity?
Food with integrity is our commitment to finding the very best ingredients raised with respect for the animals, the environment and farmers.
#PRSMS @augieray
USAA Serves Those Who Serve
USAA's mission is to facilitate the financial security of its members, associates, and their families through provision of a full range of highly competitive financial products and services; in so doing, USAA seeks to be the provider of choice for the military community.
Our Mission
@augieray#PRSMS
MAKE IT REAL
http://www.flickr.com/photos/strupey/
?#PRSMS @augieray
Whymake it real
#PRSMS @augieray
#PRSMS @augieray
Old New
#PRSMS @augieray
Old New
Supply rising, demand steady
#PRSMS @augieray
Pri
ce
Quantity
SupplyDemand
Equilibrium
Consumers Pay with Trust and Attention (and price is dropping)
#PRSMS @augieray
Ads on websites
Posts by companies or brands on social networks
Emails from companies or brands
Information on company or brand websites
Consumer-written online reviews
Professionally written online reviews
Brand/product recommendations from friends & family
10%
15%
18%
32%
46%
55%
70%
To what extent do you trust each of the following types of advertising/promotion?
Source: Forrester, Q2 2012
Consumers Pay with Trust and Attention (and price is dropping)
#PRSMS @augieray
Source: MarketingWeek, July 2013
Global Facebook page engagement rate by industry
U by Kotex Takes a Stand
#PRSMS @augieray
"This is more than a Web site. This is a social movement aimed at changing the conversation."
Barclaycard Lets Customers Decide
#PRSMS @augieray
“It’s your card, why should we have all the say in how it works?”
#PRSMS @augieray
Secret Tackles Bullying
#PRSMS @augieray
Chipotle wants food with integrity
#PRSMS @augieray
USAA Serves Those Who Serve
@augieray#PRSMS
LIVE IT IN SOCIAL MEDIA
http://www.flickr.com/photos/fbouly/
U by Kotex Takes a Stand
#PRSMS @augieray
• 4 million interactions• 3 million sample
requests • Increased market share
from 4% to 7.8%
Barclaycard Lets Customers Decide
#PRSMS @augieray
“I've been learning from other cardmembers every time I login to my account.”
• Over 50 crowd-sourced ideas implemented
• 50% fewer customer complaints and 25% greater customer retention
• Annualized benefit of over $10 million
Secret Tackles Bullying
#PRSMS @augieray
#GangUpForGood
• 1.3 million impressions in users’ newsfeeds
• Total brand dollar share up 8% in one year
• Clinical family of SKUs, the products associated with Mean Stinks, grew 20% YOY.
#PRSMS @augieray
Chipotle wants food with integrity
• Chipotle same-store sales increased 5.5% in Q2 2013, more than double the restaurant industry average.
• By comparison, in 2013 Qdoba is shuttering 67 stores—20% of its company-owned stores.
#PRSMS @augieray
USAA Serves Those Who Serve
• USAA earns the most trust from its customers across 246 companies in 19 industries - Temkin Trust Ratings.
• USAA Bank's Net Promoter Score of 83% is the highest score among more than 200 brands across 22 sectors.
?#PRSMS @augieray
Why
@augieray#PRSMS
THANK YOU
http://www.flickr.com/photos/orinrobertjohn/
![Compelling Consumer Connections Search Builds Brands [Read Only]](https://img.dokumen.tips/doc/110x75/540f06258d7f72767e8b513f/compelling-consumer-connections-search-builds-brands-read-only.jpg)
