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2010 Corporate Image and Branding Conference: Emerging Opportunities in the Era of Social Media. Nigel Hollis presents: “Global Branding: Building a Community of Brand Enthusiasts”
Citation preview
Building a Communityof Brand Enthusiasts aka No Free Lunch
Nigel HollisChief Global Analyst
Millward Brown
2*eMarketer, ** Conference Board , ^Facebook
Consumer Confidence Index**
49.5
87.3
US Television Ad Spending* $67.8B
$66.9B
US Blog Readers* 94.1M
116.1M
Dow Jones Index
10,344
13,371
Facebook Users^ 50M
350M
Twitter Users* 0
18M
- 2007 - - 2009 -
What a difference a couple of years can make
3
After the financial bubble we are enjoying…
The social media bubble!
4
TV is not the only medium to be fragmented
Pure Plays Blogging Syndication
Peer 2 Peer Wikis & Collab
Tagging & RatingOpen Source Consumer Review
How social media changed the U.K. music industryData from the U.K.'s Official Charts Company
The power of social media
6
Simon Cowell's X-Factor winner topped the U.K. Christmas music charts from 2005 to 2008
So what went wrong this year?
7
After four years of X-Factor number ones, Jon and Tracy Morter felt enough was enough
Over750,000
fans
8
A coordinated effort meant that RATM's "In The Name" took the Number 1 slot in spite of the X-Factor hype
ChristmasWeek
Source: The U.K.'s Official Charts Company
9
The Facebook RATM campaign generated a far better conversion rate
12%c. 6,000,000 votes
78%
c. 750,000 fans
10
Why was the RATM campaign so successful?
The campaign possessed authenticity• Started by a real person with a real cause
It tapped into an underlying societal tension• The suspicion that "big business" is manipulating the public psyche for their own ends
The choice of song resonated with a wide audience• Anti-establishment sentiment of the lyrics• Positive associations for people who remembered it from the 90s
These ingredients are similar to those of an iconic brand
Do the same factors enable social media success for brands?
12
These brands are often praised for their effective use of social media
13
The average number of fans per brand differs dramatically by product category
Source: Facebook Fan Pages
14
And one or two brands tend to dominate each category
Source: Facebook
15
People who Bond with a brand are more likely to buy it
Individuals who Bond with a brand are more than ten times more likely to buy it than those who just know the name
High shareof wallet
Low shareof wallet
16
Successful Other brands
Bonding
Advantage
Performance
Relevance
Presence
Successful social media brands tend to be stronger brands
17
A strong brand, a distinctive identity, global scale, and an active presence on Facebook drive the number of fans
% BONDED COMPARED TO NUMBER OF FANS (100,000S)
18
Red Bull: Simply an engaging brand
19
People bond to Coca-Cola and Red Bull for very different reasons
20
The same drivers create brand and social media success(Strong brands defined as growing equity over a 3 year time period)
ProjectedLeadership
Brand Success
Great Brand Experience
Strong Business
Model
Clarity of Associations
But what about viral?
What does it take to be a success?
22
Viral success depends on strong creative and good distribution
Creative
Other support/ PR
Contributionto overallnumber of ad viewson YouTube
23
Viral success depends on both the propagation rate (creative appeal) and the size of the initial audience
Evolution• Ellen• The View• Entertainment Tonight• Geraldo• Blogger buzz: one of the Top 15 most-
linked-to videos among bloggers (Technorati)
Daughters
Edelman's PR blitz behind "Evolution" led toa much stronger in-market performance
Over 10 million views
500,000 views
24
Marketers should consider integrating marketing campaigns across social media sites
Sites Visited Membership by # of Sites
Source: Dynamic Logic AdReaction 2009 study
25
Viral success depends on strong creative and good distribution
Creative
Other support/ PR
Placement/ease of finding
Part of a viral campaign
Contributionto overallnumber of ad viewson YouTube
26
An example of a viral campaign with multiple executions driving ongoing engagement
27
Mass media coverage helped drive awareness of the RATM campaign
0
20
40
60
80
100
120
12/1/
2009
12/3/
2009
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2009
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2009
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2009
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12/21
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12/27
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12/29
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12/31
/2009
Source: Factiva, number of print articles per week
Why are people using social media?It's about people, stupid!
29
Facebook is about connecting with specific people, while Twitter is used as an information access platform
Am able to keep in touch with distant family members
Feel more connected to old acquaintances
Feel more informed about current events
Feel more informedabout pop culture
% % % %
Source: Dynamic Logic AdReaction 2009 study
30
Twitter: First in the know about celebrities and events
You fo l low someone on Twi t te r because you want to hear what they have to say .
31
Only 13 percent of social media users follow brands, but they participate in an average of three categories
Q23. What types of companies or brands do you follow or keep up with via social networks? (Check all that apply)
Retail
CPG
Technology
Sports
Restaurants
Travel
Banks/Finance
Quick Service Restaurants
Auto
Source: Dynamic Logic AdReaction 2009 study
12%
13%
Follow Do not
32
People follow brands largely for what they can get out of it: Information, discounts and giveaways
Q24. Please select any of the following reasons you choose to follow brands or companies on social networking sites. (Check all that apply)
8374
6156
484746
Info about new products
Sales/Discounts
Contests and giveaways
Sharing thoughts/ideas
Like the brand
Reading people’s responses
Company news
CPG%
Retail%
Technology%
6871
564851
4333
8076
6255
485561
Source: Dynamic Logic AdReaction 2009 study
ConclusionNo free lunch with social media
34
It's a chicken-and-egg dilemma: Success breeds success
Pre-existing brand equity is the best predictor of a brand's social media success
• Fans are more "end" than "means"
Social and viral success relies on creativity and scale
• Aim to seed creative execution with mass-media for maximum impact
People use social media to connect with people and brands they know (or to find a good deal)
• Figure out what value your brand brings to the social scene
• Test the idea, listen, and engage
• If it is a success, publicize it
35
The best social media brands tend to be the best brands
Tap into universal human values
Hold true to what the brand stands for
Anticipate the consumer
Act big
Invite consumers in
Thank you for listeningFor more commentary on brands, media and marketing please visit: mb-blog.com