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Razorfish_FEED09_Webinar.pdf
 

Razorfish_FEED09_Webinar.pdf

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FEED is Razorfish’s annual study charting how technology is changing the way consumers engage with brands. The report, and the blog, are written by Garrick Schmitt, Group Vice President, Experience Planning.

I love how Razorfish makes all of the charts from its Feed report available zipped up in one convenient folder -- with all the powerpointage going on, it makes the brand very spreadable. Separately, you have to admire the effort that went into illustrating each of these reports (I already did last year).

Source:
Ilya Vedrashko

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    Razorfish_FEED09_Webinar.pdf Razorfish_FEED09_Webinar.pdf Presentation Transcript

    • FEED: The 2009 Razorfish Digital Brand Experience Report Garrick Schmitt, Group Vice President, Experience Planning Email: garrick.schmitt@razorfish.com Twitter: @gschmitt
    • Conventional Wisdom Says Advertising Is Failing... 2 
    • nies lie in ads 76% of pe ople think compa ey did last year 77% trust comp anies less than th companies will d o what is right 8% o f people believe the programs 3 ads as much as 15% of people enjoy the Page 3  © 2009 Razorfish. All rights reserved.  2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust Barometer, 2009 Edelman Trust Barometer, TGI, HT Spike Jones, Brains On Fire. 
    • Worse? 83% Of Mad Men’s Time-Shifted Audience Fast Forwards Through The Commercials TIVO, September 25th, 2009 
    • But It’s Not That Advertising Is Failing…It’s That Experiences Matter More Than Ever Before. 5 
    • HELLO 6 
    • How Do Consumers Engage With Brands In An Increasingly Digital World?
    • THE DETAILS 8 
    • Meet The “Connected Consumer” WHAT IS YOUR AGE? In August 2009 Razorfish surveyed 1,000 U.S. “connected consumers”*: •  Broadband access •  Spent $150 online in the past six months (travel, Netflix, tickets, Amazon, etc.) WHICH OF THE FOLLOWING BEST DESCRIBES YOUR COMBINED HOUSEHOLD •  Visited a community site INCOME? (MySpace, YouTube, Facebook, Yelp, etc.) •  Consumed or created some form of digital media such as photos, videos, music or news * This equates roughly to the U.S. broadband population which is about 200m based on the Pew Internet and American Life Project. 9 
    • READ THIS
    • Yes, You Can Build A Brand Online. You Have No Choice HAS AN EXPERIENCE YOU HAVE HAD ONLINE EVER CHANGED YOUR OPINION Marketers have never thought of (EITHER POSITIVELY OR NEGATIVELY) ABOUT A BRAND OR THE PRODUCTS AND SERVICES IT OFFERS? digital as a wonderful place to build a brand, but they should: •  65% of consumers have had a digital experience change their opinion about a brand •  97% of them report that HAS THAT EXPERIENCE INFLUENCED WHETHER OR NOT YOU PURCHASED A experience influencing whether or PRODUCT OR SERVICE FROM THE BRAND? not they purchased a product or service from that brand 11 
    • Actions Speak Louder Than Advertising PLEASE RATE THE FREQUENCY OF WHICH YOU DO THE FOLLOWING: Branded experience are the new advertising. And consumers are increasingly hungry for them, sometimes ravenously so: •  97% have searched for a brand online •  77% have watched a commercial on YouTube •  69% have read a corporate blog •  65% have played a branded, browser-based game. •  73% have posted a product or brand review on a site like Amazon, Facebook or Twitter 12 
    • Brand Culture Or Fan Culture? HAVE YOU EVER “FRIENDED” A BRAND ON FACEBOOK OR MYSPACE? Conventional wisdom holds that consumers don’t want brands encroaching on their social lives – but that’s just not true: •  76% of consumers welcomed brand advertising on social networks (FEED, 2008) HAVE YOU EVER FOLLOWED A BRAND ON TWITTER? •  40% of consumers “friended” a brand on Facebook and/or MySpace •  26% of consumers have “followed” a brand on Twitter 13 
    • The Outlet Malls Of Tomorrow? Facebook, MySpace & Twitter Marketers shouldn’t assume that consumers are as passionate about their brands as they are: Consumers don’t want a conversation with brands – they want deals. WHAT IS THE PRIMARY REASON YOU FOLLOW A BRAND ON TWITTER? •  44% of consumers who follow a brand on Twitter do so for deals •  37% of consumers who “friended” a brand on Facebook and/or MySpace do so for deals 14 
    • Bottom Line: Digital Brand Experiences Create Customers Digital is not simply an “awareness” or CRM play, it’s a customer-creation play. The overwhelming majority of consumers who engage with a brand online move from passive “receivers” to advocates almost instantly : WHEN YOU HAVE PARTICIPATED IN A BRAND-SPONSORED CONTEST OR •  97% report increased brand SWEEPSTAKES, DOES IT GENERALLY DO THE FOLLOWING: awareness •  98% show increased consideration •  97% will more likely purchase a product •  96% may recommend the brand to their friends 15 
    • DIGITAL PRIMACY 16 
    • Consumers Turning First, Foremost To Digital PLEASE RATE THE FREQUENCY OF WHICH YOU DO THE FOLLOWING: According to Forrester consumers now spend nearly as much time online as they do watching TV*. We found that their technical fluency is far greater than most believe: •  57% of consumers actively customize their homepages •  84% share links or bookmarks •  55% subscribe to RSS feeds •  33% get their news from Facebook •  20% get their news from Twitter *Forrester 2009 North American Technographics Survey 17 
    • Mobile Internet Service Use Skyrocketing Mobile Internet services are being consumed broadly. Majority of consumers own a smartphone and use it actively. WHAT TYPE OF SMARTPHONE DO YOU HAVE? •  57% access the Internet from their phone •  50% have downloaded an app for their phone •  30% have interacted with an ad banner on their phone 18 
    • Connected Consumers Are The New Mainstream THE TECHNOLOGY ADOPTION CURVE 19 
    • BRAND CULTURE 20 
    • Are Consumers Really In Control? PLEASE RATE THE FREQUENCY OF WHICH YOU DO THE FOLLOWING: Conventional wisdom says that every generation of consumer grows smarter, shrewder and more immune to marketing. But that’s not true – consumers are actively choosing to engage with brands, everywhere. •  40% have “friended” a brand on Facebook and/or MySpace •  26% have “followed” a brand on Twitter •  77% have watch an advert on YouTube •  69% have read a corporate blog post •  73% have posted a review of a brand on a site like Amazon or Yelp •  52% have blogged about brand’s product or service 21 
    • Facebook And Twitter Creating Fan Culture For Brands WHEN YOU “FRIEND” A BRAND ON FACEBOOK OR MYSPACE, DOES IT After deals, the main reason GENERALLY DO THE FOLLOWING? consumers “friend” a brand? Because they *really* are a fan (or a customer, at least). Social media platforms are proving to be customer service platforms. •  33% friend a brand on Facebook/ MySpace because they are a WHEN YOU FOLLOW A BRAND ON TWITTER, DOES IT GENERALLY DO THE customer FOLLOWING? •  24% follow a brand on Twitter because they are a current customer •  23% follow a brand on Twitter for “interesting or engaging” content, which shows promise for a new type of relationship 22 
    • Fans And The Future Of The Marketing Funnel HAVE YOU EVER PARTICIPATED IN A BRAND-SPONSORED CONTEST OR Brand culture and fan culture are SWEEPSTAKES? dramatically reshaping the traditional funnel as consumers leap from experience to advocacy (or the inverse) almost instantly. •  70% have participated in a brand- WHEN YOU HAVE PARTICIPATED IN A BRAND-SPONSORED CONTEST OR sponsored contest SWEEPSTAKES, DOES IT GENERALLY DO THE FOLLOWING? •  24% have produced content to participate in a contest •  26% have attended a brand sponsored event, such as Nike’s Human Race •  24% have downloaded a branded application for their mobile phone 23 
    • Experiences Not Only Build Brands, They Make Or Break Them Amazon, Google, Facebook, Apple and Nike are all experiential brands that know consumer preference isn’t formed in reaction to a message, but to a series of experiences over time. There’s good reason. Of consumers who interact: •  97% report increased brand awareness •  98% show increased consideration •  97% will more likely purchase a product •  96% may recommend the brand to their friends 24 
    • THE BOTTOM LINE 25 
    • Getting To The Bottom Of Brand Engagement Everyone is chasing after a metric to define brand engagement. Millward Brown says “digital consumers” have 15% stronger relationships with brands. The Altimeter Group attempts to correlate social media activity to financial performance, citing Dell, Starbucks and eBay as leaders. We at Razorfish took a different tack: we simply wanted to know if there was any direct correlation between a consumer’s digital interaction with a brand and their likelihood to purchase a specific product or service. 26 
    • Digital Experience Create Customers HAS AN EXPERIENCE YOU HAVE HAD ONLINE EVER CHANGED YOUR OPINION (EITHER POSITIVELY OR NEGATIVELY) ABOUT A BRAND OR THE PRODUCTS The answer was a resounding “yes”. AND SERVICES IT OFFERS Experiences have a much greater influence over brand affinity and consumer purchasing than even we anticipated: HAS THAT EXPERIENCE INFLUENCED WHETHER OR NOT YOU PURCHASED A •  65% of consumers have had a PRODUCT OR SERVICE FROM THE BRAND? digital experience change their opinion about a brand. •  97% of those report that experience influencing whether or not they purchased a product or HAVE YOU EVER MADE YOUR FIRST PURCHASE FROM A BRAND BECAUSE OF A DIGITAL EXPERIENCE (E.G., A WEB SITE, MICROSITE, MOBILE COUPON, service from that brand. EMAIL)? •  64% of consumer report making a first purchase from a brand because of digital experience (e.g. website, banner, etc.) 27 
    • Five Brands That Are Excelling In An Experience- Driven World…
    • 1. UNIQLO: Japanese Retailer Surprises And Delights Audiences With Every Interaction 29 
    • 2. Red Bull: Pioneered Experiential Marketing With Subversive Events And Sponsorships 30 
    • 3. Barbie: Reinvented An American Icon For The Pop Sugar Set And Broke Sales Records 31 
    • 4. Nike: Human Race. Chalkbot. Nike Is Setting A New Standard For Experiential Marketing 32 
    • 4. Virgin America: Brand Built By Breakthrough Experiences – And The Marketing Of Them 33 
    • 5. Microsoft’s Bing: Accomplishing The Impossible By Putting Experience First And In Every Ad 34 34 
    • Thank You Garrick Schmitt, Group Vice President, Experience Planning Email: garrick.schmitt@razorfish.com Twitter: @gschmitt