Connecting Brands to People

Connecting Brands to People
And Building Stronger Relationships

Reputation Management • AMA 5.27

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

484

484 22 Friendship Model
Brands & People


Why should you care?


500MM 100MM
On Facebook On Twitter

YouTube 270MM+
2nd largest search engine US Mobile Subscribers

- Cause it’s bigger than just you.


500MM 100MM
On Facebook On Twitter

YouTube 270MM+
2nd largest search engine US Mobile Subscribers

- Cause it’s bigger than just you.

Relationships. Customer Service.
Advocacy. Insights.

Awareness

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

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

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.

- 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

“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.”

Quotes From The Industry


When people talk,
brands grow.TM


ROI Redefined
Consider 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...


‣ 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


‣ 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
Microsites Applications

Games
Videos

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.

Social Networks
Communities. Relationships.
Broadcast Yourself
Audio. Video. Photo’s...

Mobile Everything
Connect. Involve. Entertain.

Reviews/Opinions
Love. Hate. Rate. Advocate

Internal Off-line Online External (PR)


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

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


Visited this brands’ website Downloaded a phone application
or microsite from this specific brand
Posted a video online (e.g. Facebook,
Youtube) about this brand Watched commercials or videos made
by this brand on Youtube
Read a blog sponsored
Customized or designed a product by this brand
for this specific brand Played a web or browser game
sponsored by this brand

Posted a Tweet or RT about this specific brand
We studied

22
Made a charitable donation
directed through this brand’s site
Posted pictures online (e.g. Flickr, Picasa,
Facebook) that focused on this specific brand

Participated in an augmented reality
experience sponsored by this brand
Wrote about this brand in a personal blog

digital actions and their Become a fan of this brand on Facebook
Sent a customized message sponsored by effect on consumers.
this brand to a family member or friend
Joined a Facebook group
focused on this specific brand
Posted a Facebook status
referencing this specific brand

O ered product ideas to this brand in Followed this brand on Twitter
an open forum (e.g. Voted on a product decision by this
mystarbuckideas.com) brand (e.g. flavor, design, name)

Joined an online panel or research Provided feedback on this Posted reviews about this brand
survey for this specific brand brand’s website


1.
1 2 3 4
Engage
Visited this brands’ 8.
Contribute
Posted reviews about this
brand
Participate
13. Become a fan of
this brand on
16.
Create
Posted a Facebook status
website or microsite referencing this specific brand
Facebook
2. Watched commercials or 9. Provided feedback on this 17. Sent a customized message
brand’s website 14. Joined a Facebook
videos made by this sponsored by this brand to a
group focused on
brand on Youtube 10. Voted on a product family member or friend
this specific brand
3. Downloaded a phone decision by this brand 18. Wrote about this brand in a
(e.g. flavor, design, name) 15. Followed this brand
application from this personal blog
on Twitter
specific brand 11. Joined a panel or 19. Posted pictures online (e.g.
4. Read a blog sponsored by research survey for this Flickr, Picasa, Facebook) that
this brand specific brand (E- focused on this specific brand
Rewards does not count)
5. Played a web or browser
game sponsored by this
brand
12. O ered product ideas to
this brand in an open
Organized 20. Posted a Tweet or RT about
this specific brand

6. Made a charitable
forum (e.g.
mystarbuckideas.com) into 4 21. Customized or designed a
product for this specific brand
donation directed
through this brand’s site categories 22. Posted a video online (e.g.
Facebook, Youtube) about
7. Participated in an this brand
augmented reality
experience sponsored by
this brand


RECRUIT CUSTOMERS GROUP BY ACTIONS SURVEY ONLINE COMPARE GROUPS

n=408
ENGAGE

n=281 15 min. survey
CONTRIBUTE

n=282
BRAND X ENGAGE PARTICIPATE

ADVOCACY
PARTICIPATE CONVERSATIONS
NEW CUSTOMERS
BRAND SPEND CONTROL
n=284 ...

CREATE

CONTRIBUTE CREATE

n=1,945 n=865
Recent customers of 52 brands
CONTROL

20+ years old | HHI $35k+ Control group representative of Survey included questions on how much Compared groups to each other
M/F Split | Social Media Accounts brands found in test groups they talked, recommendations, brand and made conclusions based on
spend, etc... signiﬁcant di erences.


% Who Talked
Percent of those who initiated conversations about the brand.

Control Engage Contribute Participate Create

26% 47% 55% 53% 64%

1.8x more than control 2.1x more than control 2x more than control 2.5x more than control

Assuming a set of 100 Assuming a set of 100 Assuming a set of 100
consumers, 80 more consumers, 60 more consumers, 170 more
people talking than the people talking than the people talking than the
Engage set. Engage set. Engage set.

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


270 conversations

How much they talked. 260 conversations
out of 100 consumers

The number of conversations per 100 consumers.

123 conversations
out of 100
110 conversations consumers
out of 100
42 conversations out
consumers
of 100 consumers
100 100
consumers consumers

26% talked 47% talked 55% talked 53% talked 64% talked
Avg # of conversations = 4 Avg # of conversations = 6 Avg # of conversations = 5 Avg # of conversations = 10 Avg # of conversations = 9

Presentation by: Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010. Work that talks.

270 conversations

How much they talked.
Social media actions generated nearly
2.5number of conversations per 100 consumers.
260 conversations

The times more conversations per
100 consumers than dead-end digital
actions (engage).

123 conversations
out of 100
110 conversations consumers
out of 100
42 conversations out
consumers
of 100 consumers
100 100
consumers consumers

Avg # of conversations = 4 Avg # of conversations = 6 Avg # of conversations = 5 Avg # of conversations = 10 Avg # of conversations = 9


How they influenced purchases
Percent who triggered a purchase
% who talked

% who spurred a purchase


11%... 20%... 26%... 32%... 35%...
influenced a transaction influenced a transaction influenced a transaction influenced a transaction influenced a transaction


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


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

Listen. Learn. Engage. Adapt.
(repeat)


Listen. Learn. Engage. Adapt.
Culture Strategy Tools Content Activation Insights Connect


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

42% 13% 21% 07% 17%

Mthly. Posts: 5 Mthly. Posts: 3 Mthly. Posts: 4 Mthly. Posts: 2 Mthly. Posts: 4
Response: 3,201 Response: 1,152 Response: 1,453 Response: 589 Response: 1,287
Total OI: 480,150 Total OI: 172,800 Total OI: 217,950 Total OI: 88,350 Total OI: 193,050

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

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


Thanks!
More Social Thinking from 22
Keep Talking @iRollo The True Value of Social Media
http://bit.ly/aJaErq (It’s on SlideShare.com)


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