Why?
The Right Question that
Builds Brands in Social Media
Augie Ray
Where?
#PRSMS @augieray
How?
What?
#PRSMS @augieray
#PRSMS @augieray
Start With Why
Simon Sinek
http://amzn.to/StartWithWhy
Can’t Buy Me Like
Bob Garfield & Doug Levy
http://...
#PRSMS @augieray
What
How
Why
#PRSMS
What
How
@augieray
#PRSMS
What
How
Why
@augieray
#PRSMS @augieray
Why
Linux
Mac
Windows
Source: http://www.asymco.com/2013/04/16/escaping-pcs/
70%
39% 40%
63%
#PRSMS @augieray
Why
Cash: $11.2B
Short-term Securities: $31.4B
Meaningful Brands, US
#PRSMS @augieray
Only 9% of brands are
perceived as making a
meaningful difference in
people's lives...
Google
Samsung
Microsoft
Nestle
Sony
Ikea
Dove
Nike
Walmart
Danone
Philips
P&G
Adidas
Mercedes
Sprite
Volkswage
n
Honda
Le...
Amazon
Honda
Southwest
BMW
IDEO
Starbucks
CarMax
IKEA
Timberland
Caterpillar
JetBlue
Toyota
Commerce Bank
J&J
Trader Joe's...
Amazon
Honda
Southwest
BMW
IDEO
Starbucks
CarMax
IKEA
Timberland
Caterpillar
JetBlue
Toyota
Commerce Bank
J&J
Trader Joe's...
#PRSMS @augieray
“
”
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 soc...
@augieray#PRSMS
DISCOVER A HIGHER PURPOSE
http://www.flickr.com/photos/calsidyrose/
U by Kotex Takes a Stand
#PRSMS @augieray
Our Mission
Over three-quarters of girls feel
like they shouldn’t talk about
the...
Barclaycard Lets Customers Decide
#PRSMS @augieray
Secret Tackles Bullying
#PRSMS @augieray
HOW ARE WE PUTTING A
STOP TO BULLYING?
We’re here to say that being
Mean Stinks! ...
#PRSMS @augieray
Chipotle wants food with integrity
What is Food
with Integrity?
Food with integrity
is our commitment
to ...
#PRSMS @augieray
USAA Serves Those Who Serve
USAA's mission is to facilitate the financial security of its
members, associ...
@augieray#PRSMS
MAKE IT REAL
http://www.flickr.com/photos/strupey/
#PRSMS @augieray
Why
make it real
#PRSMS @augieray
#PRSMS @augieray
Old New
#PRSMS @augieray
Old New
Supply rising, demand steady
#PRSMS @augieray
Price
Quantity
Equilibrium
Consumers Pay with Trust and
Attention (and price is dropping)
#PRSMS @augieray
10%
15%
18%
32%
46%
55%
70%
Ads on website...
Consumers Pay with Trust and
Attention (and price is dropping)
#PRSMS @augieray
Source: MarketingWeek, July 2013
Global Fa...
U by Kotex Takes a Stand
#PRSMS @augieray
"This is more than a Web site. This is a social movement aimed
at changing the c...
Barclaycard Lets Customers Decide
#PRSMS @augieray
“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
fr...
Barclaycard Lets Customers Decide
#PRSMS @augieray
“I've been learning from other cardmembers every time I
login to my acc...
Secret Tackles Bullying
#PRSMS @augieray
#GangUpForGood
• 1.3 million impressions
in users’ newsfeeds
• Total brand dollar...
#PRSMS @augieray
Chipotle wants food with integrity
• Chipotle same-store sales
increased 5.5% in Q2
2013, more than doubl...
#PRSMS @augieray
USAA Serves Those Who Serve
• USAA earns the most trust
from its customers across
246 companies in 19
ind...
#PRSMS @augieray
@augieray#PRSMS
THANK YOU
http://www.flickr.com/photos/orinrobertjohn/
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Why? The Right Question that Builds Brands in Social Media

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In my five years of research, consulting and managing social media, I have been asked thousands of questions. Where? (Where do I post? Where do I engage?), How? (How do I listen? How do I measure? How do I find influencers?) and today's hot topic, given the need for content to feed the social media beast, What? (What do I say? Do I post pictures, videos, text? Am I funny or serious? Am I professional or casual? Should I offer discounts and contests to lure new fans?)

What I almost never hear asked is Why? Not simply the "small whys" such as "Why is my brand on Facebook" and "Why should anyone care to engage with my brand?," but also the "great, bit whys," such as "Why does my business exist?," "Why should people buy from me and not my competitors?," and most importantly, "Why should anyone care about my brand?"

I present an approach to driving both social media and business success:

1. Discover a higher purpose
2. Make it Real
3. Live it in Social Media

I present five brands that have succeeded following this recipe: Secret Clinical Strength, U bu Kotex, Barclaycard Ring, USAA and Chipotle.

For more information non this presentation, please visit my blog: http://www.experiencetheblog.com/2013/10/why-right-question-that-builds-brands.html

Published in: Business, Self Improvement
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  • By answering Why?, these five brand succeeded.They gave customers a reason to care.They gave customers a reason to engage.And they gave customers a reason to buy.And that’s the power of Why?
  • Why? The Right Question that Builds Brands in Social Media

    1. 1. Why? The Right Question that Builds Brands in Social Media Augie Ray
    2. 2. Where? #PRSMS @augieray How? What?
    3. 3. #PRSMS @augieray
    4. 4. #PRSMS @augieray Start With Why Simon Sinek http://amzn.to/StartWithWhy Can’t Buy Me Like Bob Garfield & Doug Levy http://amzn.to/CantBuyMeLike
    5. 5. #PRSMS @augieray What How Why
    6. 6. #PRSMS What How @augieray
    7. 7. #PRSMS What How Why @augieray
    8. 8. #PRSMS @augieray Why Linux Mac Windows Source: http://www.asymco.com/2013/04/16/escaping-pcs/ 70% 39% 40% 63%
    9. 9. #PRSMS @augieray Why Cash: $11.2B Short-term Securities: $31.4B
    10. 10. Meaningful Brands, US #PRSMS @augieray Only 9% of brands are perceived as making a meaningful difference in people's lives. Consumers would not care if 92% of brands disappeared
    11. 11. Google Samsung Microsoft Nestle Sony Ikea Dove Nike Walmart Danone Philips P&G Adidas Mercedes Sprite Volkswage n Honda Leroy Merlin Unilever L’Oreal Starbucks Activia Coca-cola Toyota H&M Audi Apple Evian Zara Heineken LG Meaningful Brands #PRSMS @augieray STOXX Global 1800 Index MBi Meaningful Brands Index $ StockPerformance
    12. 12. Amazon Honda Southwest BMW IDEO Starbucks CarMax IKEA Timberland Caterpillar JetBlue Toyota Commerce Bank J&J Trader Joe's Container Store Jordan's Furniture UPS Costco LL Bean Wegmans eBay New Balance Whole Foods Google Patagonia Harley-Davidson REI Index: 1996 to 2011 #PRSMS @augieray S&P: 157% Firms of Endearment 1,646% $ StockPerformance
    13. 13. Amazon Honda Southwest BMW IDEO Starbucks CarMax IKEA Timberland Caterpillar JetBlue Toyota Commerce Bank J&J Trader Joe's Container Store Jordan's Furniture UPS Costco LL Bean Wegmans eBay New Balance Whole Foods Google Patagonia Harley-Davidson REI Index: 2009 to 2012 #PRSMS @augieray S&P: 3.3% Firms of Endearment 21.06% $ StockPerformance
    14. 14. #PRSMS @augieray “ ” People don’t buy what you do, they buy why you do it. “
    15. 15. #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
    16. 16. @augieray#PRSMS DISCOVER A HIGHER PURPOSE http://www.flickr.com/photos/calsidyrose/
    17. 17. U by Kotex Takes a Stand #PRSMS @augieray 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.
    18. 18. Barclaycard Lets Customers Decide #PRSMS @augieray
    19. 19. Secret Tackles Bullying #PRSMS @augieray 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!
    20. 20. #PRSMS @augieray 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.
    21. 21. #PRSMS @augieray 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
    22. 22. @augieray#PRSMS MAKE IT REAL http://www.flickr.com/photos/strupey/
    23. 23. #PRSMS @augieray Why make it real
    24. 24. #PRSMS @augieray
    25. 25. #PRSMS @augieray Old New
    26. 26. #PRSMS @augieray Old New
    27. 27. Supply rising, demand steady #PRSMS @augieray Price Quantity Equilibrium
    28. 28. Consumers Pay with Trust and Attention (and price is dropping) #PRSMS @augieray 10% 15% 18% 32% 46% 55% 70% 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 To what extent do you trust each of the following types of advertising/promotion? Source: Forrester, Q2 2012
    29. 29. Consumers Pay with Trust and Attention (and price is dropping) #PRSMS @augieray Source: MarketingWeek, July 2013 Global Facebook page engagement rate by industry
    30. 30. U by Kotex Takes a Stand #PRSMS @augieray "This is more than a Web site. This is a social movement aimed at changing the conversation."
    31. 31. Barclaycard Lets Customers Decide #PRSMS @augieray “It’s your card, why should we have all the say in how it works?”
    32. 32. #PRSMS @augieray Secret Tackles Bullying
    33. 33. #PRSMS @augieray Chipotle wants food with integrity
    34. 34. #PRSMS @augieray USAA Serves Those Who Serve
    35. 35. @augieray#PRSMS LIVE IT IN SOCIAL MEDIA http://www.flickr.com/photos/fbouly/
    36. 36. U by Kotex Takes a Stand #PRSMS @augieray • 4 million interactions • 3 million sample requests • Increased market share from 4% to 7.8%
    37. 37. 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
    38. 38. Secret Tackles Bullying #PRSMS @augieray #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.
    39. 39. #PRSMS @augieray 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.
    40. 40. #PRSMS @augieray 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.
    41. 41. #PRSMS @augieray
    42. 42. @augieray#PRSMS THANK YOU http://www.flickr.com/photos/orinrobertjohn/
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