Post on 22-Jul-2015
© 2013 EXPO Communications | Proprietary & Confidential
UNDERSTANDING and LEVERAGING
Brand Connected Consumers
© 2013 EXPO Communications | Proprietary & Confidential
BRAND CONNECTED CONSUMERSSTUDY SUMMARY
Of consumers are digitally engaged in some way
A smaller, more powerful group of consumers has emerged, termed the Brand Connected Consumer
(BCC). 1 out of 4 consumers are BCCs. 25%
BCCs are posting to and about brands at least once per a week.
80%
BCCs can be found posting on social, retailer, brand properties and more.
BCCs shop more frequently than others, and these interactions influences their purchasing habits.
© 2013 EXPO Communications | Proprietary & Confidential
• BCCs are actively posting text, photos and videos in a number of places including brand properties, social media and retailer websites.
• Making it easy for other consumers to hear from their peers about products that are interested in.
• And consumers are looking for information where BCCs are providing it.
Where BCCs provide information
BCCs ARE TALKING ABOUT BRANDS POSTING FREQUENTLY ACROSS THE WEB
© 2013 EXPO Communications | Proprietary & Confidential
BCC – posting information
Brand Aware – seeking information
How frequently do you post/seek information about each of the following brands? At least once a week % shown
19%
BCCs TALK ABOUT BRANDS THEY USE REGULARLYALIGNING WITH WHAT CONSUMERS ARE SEEKING
© 2013 EXPO Communications | Proprietary & Confidential
• Even though 6 in 10 consumers that send messages directly to brands say it’s because they’re satisfied, it’s still important to consumers that they’re acknowledged by the brand in various locations:
• On the brand’s social network pages - 80% Feel it’s Important That Their Feedback is Acknowledged
• On their personal social network pages - 70% Feel it’s Important
• On review sites - 75% Feel it’s Important
• And they’re confident that brands both see and value their posts in each of those locations:
Resource% that are confident
brands see their posts in each location
% that are confident brands value information
they provide in each location
Brand social network pages 83% 87%
Personal social network pages
73% 79%
Review sites 79% 80%
BCCs EXPECT BRAND ACKNOWLEDGMENTCONFIDENT THEIR FEEDBACK IS SEEN
© 2013 EXPO Communications | Proprietary & Confidential
• When consumers are satisfied with an exchange they have with a brand
• 40% purchase more of from the brand
• 2 in 10 will buy the brand for the very first time
• Further, satisfied consumers are significantly more likely to recommend
the brand to others
LISTENING ISN’T ENOUGHTHE QUALITY OF A BRAND’S RESPONSE HAS MAJOR IMPACT ON PURCHASE BEHAVIOR
70%stop buying from
the brand
30%no effect
• 1 in 4 times a consumer is less than satisfied
with an online brand exchange, they
completely stop buying the brand
• 56% of the time a consumer posts a comment
because they are dissatisfied, they receive no
response from the brand
© 2013 EXPO Communications | Proprietary & Confidential
IMPACT SALES DRIVE ENGAGEMENT WITH BCC CONTENT
• 3-8x greater CTR vs. standard flash ads
• 2x greater increase in purchase intent (target audience)
• 7%+ increase in online awareness
BCC Content in Ads Build Awareness
• 6-36% lift in conversion rate• 8% average lift in cart size
(CPG)
BCC Content at RetailersDrives Purchase
• 1 Million+ earned views • 163% increase in search related
views – ‘how to’ keywords• 2X CTR vs. average site visitor• Average View > 2 :30s spots
BCC Content at RetailersDrives Purchase
© 2013 EXPO Communications | Proprietary & Confidential
BCC SUMMARY THE UNTAPPED EARNED MEDIA OPPORTUNITY
• BCCs make up 25% of all consumers
• Their engagement ultimately influences other consumer's purchase intent/future shopping behavior
• Brands have the ability to enable/empower their BCCs to tell their brand stories
• Requires ongoing, strategic effort from the brand