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
10. 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
17. 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.
19. 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!
20. #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.
21. #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
28. Consumers Pay with Trust and
Attention (and price is dropping)
#PRSMS @augieray
10%
15%
18%
32%
46%
55%
70%
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
To what extent do you trust each of the following types of advertising/promotion?
Source: Forrester, Q2 2012
29. Consumers Pay with Trust and
Attention (and price is dropping)
#PRSMS @augieray
Source: MarketingWeek, July 2013
Global Facebook page engagement rate by industry
30. 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."
31. Barclaycard Lets Customers Decide
#PRSMS @augieray
“It’s your card, why should we have all the say in how it
works?”
36. U by Kotex Takes a Stand
#PRSMS @augieray
• 4 million interactions
• 3 million sample
requests
• Increased market share
from 4% to 7.8%
37. 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
38. 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.
39. #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.
40. #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.
By answering Why?, these five brand succeeded.They gave customers a reason to care.They gave customers a reason to engage.And they gave customers a reason to buy.And that’s the power of Why?