Followers Attached | 2014 SXSW Presentation on Social Media Brand Dependence

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March 7, 2014 Followers Attached Why their brand story matters as much as your brand story. presented at South by Southwest @lvincent #brandattch

description

These slides are from a presentation by Laurence Vincent, UTA Brand Studio Chief Branding Officer, at the 2014 South by Southwest Interactive festival. It includes data from a Brand Dependence study on leading social media brands. It is not a complete record of the presentation.

Transcript of Followers Attached | 2014 SXSW Presentation on Social Media Brand Dependence

Page 1: Followers Attached | 2014 SXSW Presentation on Social Media Brand Dependence

March 7, 2014

FollowersAttached

Why their brand story matters as much as your brand story.

presented atSouth by Southwest

@lvincent #brandattch

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@lvincent

#brandattch

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UTA Brand Studio

Quote

If you’ve got them by the balls their hearts and minds will follow.John Wayne

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Adele Dazeem@lvincent #brandattch

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UTA Brand Studio

Quote

Follow that will and that way which experience confirms to be your own.Carl Jung

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UTA Brand Studio

Brand-complicit

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Brand collage found in Colton Harris-Moore’s home

@lvincent #brandattch

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Insight

Brands can serve as a form of self-expression

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Functional Emotional Self-expressive

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Brand benefits

@lvincent #brandattch

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Insight

Liking a brand is not the same as feeling a brand is like you.

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71% of US consumers agree:

“I make it a point to buy brands from companies whose values are similar to my own.”

— Young & Rubicam, 2010

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UTA Brand Studio

Connecting beliefs and brands

VALUES

BRAND AGENTS

NARRATIVE

BRAND CULTURE B R A N D N A R R A T I V E C Y C L E

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UTA Brand Studio

Brand Attachment

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Deborah MacInnis and C. Whan Park

@lvincent #brandattch

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UTA Brand Studio

A LOT LIKE MEBrand Attachment

SIGNS OF ATTACHMENT

Brand-Self ConnectionPeople see the brand as being a lot like themselves; sharing their values.

ProminenceThoughts and feelings about the brand come to mind automatically; requiring very little conscious effort.

ATTACHED BRAND

Ignored Brand Brand for Others

ProminentEasily forgotten

Co

nnec

ted

Unc

onn

ecte

d

When I think

about it

I never think

about itNot

for me

A lot like me

Respected Brand

@lvincent #brandattch

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UTA Brand Studio

Two questions to ask

The Identity Question What about my brand connects with my target audience’s identity?

The Experience Question How can I create experiences that consistently summon identity-relevant thoughts and feelings about my brand.

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Brand experience

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Sensations, feelings and thoughts that are evoked by a brand’s design and identity, packaging, communications, and environments.

Journal of Marketing, 2009

UTA Brand Studio

@lvincent #brandattch

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UTA Brand Studio

Designed for attachment

Brand Experience

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Brand Dependence™

#brandattch@lvincent

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UTA Brand Studio

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Social Media Brand Dependence

2,006 US consumers 18+

15 social media brands

Field work in February, 2014

Statistically representative of the general US adult population

Respondent only evaluated brands they currently use

#brandattch@lvincent

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UTA Brand Studio

Social Media brands studied

Facebook Flickr Foursquare Google+ Instagram LinkedIn Pinterest reddit

Snapchat Tumblr Twitter Vimeo Vine Yelp YouTube

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UTA Brand Studio

One Metric; Two Scores

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I M P A C TI N T E N S I T Y

Measures brand attachment amongst current users of the brand.

Weighted brand attachment score to reflect percentage of population sampled that are current users of the brand.

#brandattch@lvincent

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UTA Brand Studio

Brand Dependence™

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Facebook

1

43

Instagram

42

YouTube

39

Pinterest reddit38 37

2 3 4/5 6/7

Foursquare

8

36

Vine

35

Google+ Twitter

33

Flickr Vimeo32

LinkedIn

31

9 10/11 12/13 14

Selected social media brands ranked by Intensity

Tumblr Snapchat

n=2,006 US adults 18+; each brand evaluated by current users Survey conducted February 24-28, 2014

#brandattch@lvincent

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UTA Brand Studio

Brand Dependence™

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Facebook1

40YouTube

34Pinterest

20Twitter

19Instagram

19

2 3 4 5

Google+6

17LinkedIn

13Yelp10

Tumblr9

Snapchat8

7 8 9 10

Selected social media brands ranked by Impact

91% usage 88% usage 52% usage 59% usage 43% usage

52% usage 41% usage 32% usage 24% usage 22% usage

n=2,006 US adults 18+; each brand evaluated by current users Survey conducted February 24-28, 2014

#brandattch@lvincent

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UTA Brand Studio

Brand Dependence™

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B

A

E

CD

G

I

M

L

KJNO

6

4

HF

BRAN

D-SE

LF C

ONN

ECTI

ON

Facebook

Instagram

PinterestYouTube

reddit

SnapchatTumblrFoursquare

VineFlickrGoogle+LinkedInYelpVimeo

#brandattch@lvincent

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UTA Brand Studio

Brand Dependence™

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B

A

E

CD

G

I

M

L

KJ

NO

0 10

10

BRAN

D-SE

LF C

ONN

ECTI

ON6

P R O M I N E N C E

4 6

HF

A Facebook (43)B Instagram (42)C YouTube (39)D Pinterest (38)E reddit (38)F Tumblr (37)G Snapchat (37)H Foursquare (36)I Vine (35)J Google+ (33)K Twitter (33)L Flickr (32)M Vimeo (32)N LinkedIn (31)O Yelp (30)

#brandattch@lvincent

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UTA Brand Studio

Range of dependence scores

43

42

37

39

33

37

33

43

38

35

32

38

36

32

31

30

11 76

10 75

5 69

7 71

2 65

6 68

2 64

8 69

5 65

2 61

9 68

7 65

3 62

3 59

3 58

A T T A C H M E N T

Facebook

Instagram

Tumblr

YouTube

Google+

Snapchat

Twitter

Pinterest

Vine

Vimeo

reddit

Foursquare

Flickr

LinkedIn

Yelp

Positions may vary slightly due to rounding

Ranked by variability

#brandattch@lvincent

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UTA Brand Studio

The gender difference

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YouTube 43 Snapchat 42

reddit 40 Vine 40

Instagram 39 !

Twitter 36 Facebook 36

Yelp 36 Tumblr 36 Vimeo 36

LinkedIn 35 Foursquare 35

Google+ 34 Flickr 34

Pinterest 30

Facebook Instagram Pinterest Tumblr Foursquare !reddit YouTube Snapchat Google+ Vine Flickr Twitter LinkedIn Vimeo Yelp

(+4) (+5) (+2) (+5) (-3)

!(+3) (-7) (+6) (-1) (+4) (+4) (+1) (+1) (+2) (-8)

47 44 40 37 37 !36 36 34 33 32 31 31 29 28 28

(+4) (+2) (+2) (—) (+1)

!(-2) (-3) (-3) (—) (-3) (-1) (-2) (-2) (-4) (-2)

#brandattch@lvincent

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UTA Brand Studio

Age differences

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Instagram Facebook Pinterest YouTube Tumblr !Twitter reddit Snapchat Vine LinkedIn Google+ Flickr Yelp Vimeo Foursquare

52 51 46 46 44 41 40 37 33 32 31 30 27 25 24

(+10) (+8) (+8) (+7) (+7)

!(+8) (+2) (—) (-2) (+1) (-2) (-2) (-3) (-7) (-12)

25Under Facebook

Instagram Pinterest Snapchat Google+ !reddit YouTube Foursquare Vine Tumblr Flickr Vimeo LinkedIn Twitter Yelp

45 42 39 38 38 38 37 37 36 35 35 33 31 31 29

(+2) (—) (+1) (+1) (+5)

!(-1) (-2) (+1) (+1) (-2) (+3) (+1) (—) (-2) (-1)

2544

Facebook YouTube Foursquare reddit Instagram !Pinterest Yelp Snapchat Twitter Vimeo LinkedIn Vine Google+ Tumblr Flickr

42 39 38 37 35 35 34 32 31 31 30 30 29 29 26

(-1) (—) (+2) (-1) (-7)

!(-3) (+4) (-5) (-2) (-1) (-1) (-5) (-4) (-8) (-6)

45+Over

#brandattch@lvincent

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UTA Brand Studio

Income differences

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Facebook Instagram YouTube Pinterest reddit !Tumblr Snapchat Google+ Vine Twitter Foursquare Flickr Yelp LinkedIn Vimeo

44 43 40 38 37 ! 35 35 33 33 33 31 31 30 30 30

(+1) (+1) (+1) (—) (-1) !

(-2) (-2) (+1) (-2) (—) (-5) (-1) (—) (-1) (-2)

$50KUnder

Foursquare Facebook Instagram Tumblr reddit !Snapchat Vine Pinterest YouTube Flickr Vimeo Google+ Twitter LinkedIn Yelp

43 42 41 40 40 40 38 38 36 35 34 34 33 32 31

(+7) (-1) (-1) (+3) (+2)

!(+3) (+3) (—) (-3) (+3) (+2) (+1) (—) (+1) (+1)

$50K+ Over

#brandattch@lvincent

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Question

Why didn’t Twitter have a higher score?

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UTA Brand Studio

In good company

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Corona 32

Chevrolet 28

Pepsi 31

Coca-Cola 36

Budweiser 39

Twitter 33

#brandattch@lvincent

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UTA Brand Studio

Comparison data

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BrandDependence 33

Likability 6.6NPS -8%

out of 10

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UTA Brand Studio

Twitter

4.97 billion searches for phrase “I don’t get Twitter”

Only 16% of US adult population uses

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UTA Brand Studio

Brands to watch

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Vine35

Vine

I M P A C T

7

I N T E N S I T Y

#brandattch@lvincent

Snapchat37

Snapchat

I M P A C T

8

I N T E N S I T Y

reddit38

reddit

I M P A C T

6

I N T E N S I T Y

reddit

Snapchat

Vine

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UTA Brand Studio

Brands we use to curate our identity

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43 42 39

38 37

#brandattch@lvincent

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UTA Brand Studio

How to create dependence

Stand for a worldview.

Ask: how to be indispensable?

Create strong thoughts, feelings and behaviors through compelling brand experiences.

Think beyond features and functionality. What will make your brand a surrogate for your consumer?

Focus on the early majority.

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UTA Brand Studio

Where to find more

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utabrandstudio.com

@lvincent @thebrandstudio

slideshare.net/lmvincent

brandrealbook.com

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Pebble+27

Pebble

I M P A C T

+2

I N T E N S I T Y

#brandattch@lvincent

http://bit.ly/ruattached

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57#brandattch@lvincent