Post on 07-Nov-2014
description
Why?The Right Question that Builds Brands in Social MediaAugie Ray
Where?
#PRSMS @augieray
How?
What?
?#PRSMS @augieray
Why
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Start With WhySimon Sinek
http://amzn.to/StartWithWhy
Can’t Buy Me
LikeBob Garfield & Doug Levy
http://amzn.to/CantBuyMeLike
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What
How
Why
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What
How
@augieray
#PRSMS
What
How
Why
@augieray
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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
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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
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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
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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
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S&P: 3.3%
Firms of Endearment
21.06%
$
Sto
ck P
erf
orm
ance
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“
”
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
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DISCOVER A HIGHER PURPOSE
http://www.flickr.com/photos/calsidyrose/
U by Kotex Takes a Stand
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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
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Secret Tackles Bullying
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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!
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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.
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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
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MAKE IT REAL
http://www.flickr.com/photos/strupey/
?#PRSMS @augieray
Whymake it real
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#PRSMS @augieray
Old New
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Old New
Supply rising, demand steady
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Pri
ce
Quantity
SupplyDemand
Equilibrium
Consumers Pay with Trust and Attention (and price is dropping)
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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)
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Source: MarketingWeek, July 2013
Global Facebook page engagement rate by industry
U by Kotex Takes a Stand
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"This is more than a Web site. This is a social movement aimed at changing the conversation."
Barclaycard Lets Customers Decide
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“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
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#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.
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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.
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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/