Followers Attached | 2014 SXSW Presentation on Social Media Brand Dependence
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Transcript of 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
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
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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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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
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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
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
UTA Brand Studio
Designed for attachment
Brand Experience
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Brand Dependence™
#brandattch@lvincent
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
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Social Media brands studied
Facebook Flickr Foursquare Google+ Instagram LinkedIn Pinterest reddit
Snapchat Tumblr Twitter Vimeo Vine Yelp YouTube
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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.
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UTA Brand Studio
Brand Dependence™
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1
43
42
YouTube
39
Pinterest reddit38 37
2 3 4/5 6/7
Foursquare
8
36
Vine
35
Google+ Twitter
33
Flickr Vimeo32
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
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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
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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
PinterestYouTube
SnapchatTumblrFoursquare
VineFlickrGoogle+LinkedInYelpVimeo
#brandattch@lvincent
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
Tumblr
YouTube
Google+
Snapchat
Vine
Vimeo
Foursquare
Flickr
Yelp
Positions may vary slightly due to rounding
Ranked by variability
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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)
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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
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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
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
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Comparison data
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BrandDependence 33
Likability 6.6NPS -8%
out of 10
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4.97 billion searches for phrase “I don’t get Twitter”
Only 16% of US adult population uses
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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
I M P A C T
6
I N T E N S I T Y
Snapchat
Vine
UTA Brand Studio
Brands we use to curate our identity
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43 42 39
38 37
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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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