Social Media Brand Dependance 2014
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Social Media Brand Dependance 2014

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UTA Brand Studio entrevistó a 2,006 personas de 18+ evaluando las 15 redes sociales más populares. ...

UTA Brand Studio entrevistó a 2,006 personas de 18+ evaluando las 15 redes sociales más populares.

Brand Dependence mide qué tan fuerte es la conexión entre una persona y una marca y qué tan fácil sus sentimientos y pensamientos cruzan su mente (prominence).

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Social Media Brand Dependance 2014 Presentation Transcript

  • 1. March 7, 2014 Followers
 Attached Why their brand story matters 
 as much as your brand story. presented at
 South by Southwest @lvincent #brandattch
  • 2. 2 @lvincent #brandattch
  • 3. 3 @lvincent #brandattch
  • 4. 4
  • 5. 5 @lvincent #brandattch
  • 6. UTA Brand Studio Quote If you’ve got them by the balls their hearts and minds will follow. John Wayne 6 @lvincent #brandattch
  • 7. 7 @lvincent #brandattch
  • 8. 8 @lvincent #brandattch
  • 9. 9 Adele Dazeem @lvincent #brandattch
  • 10. UTA Brand Studio Quote Follow that will and that way which experience confirms to be your own. Carl Jung 10 @lvincent #brandattch
  • 11. 11 @lvincent #brandattch
  • 12. 12 @lvincent #brandattch
  • 13. 13 @lvincent #brandattch
  • 14. UTA Brand Studio Brand-complicit 14 Brand collage found in 
 Colton Harris-Moore’s home @lvincent #brandattch
  • 15. 15 @lvincent #brandattch
  • 16. Insight Brands can serve 
 as a form of 
 self-expression 16 @lvincent #brandattch
  • 17. Functional Emotional Self-expressive 17 Brand benefits @lvincent #brandattch
  • 18. 18 @lvincent #brandattch
  • 19. 19 @lvincent #brandattch
  • 20. 20 @lvincent #brandattch
  • 21. Insight Liking a brand is not the same as feeling a brand is like you. 21 @lvincent #brandattch
  • 22. 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 22 @lvincent #brandattch
  • 23. UTA Brand Studio Connecting beliefs and brands VALUES BRAND 
 AGENTS NARRATIVE BRAND 
 CULTURE BRAND NARRATIVE CYCLE 23 @lvincent #brandattch#brandattch@lvincent
  • 24. UTA Brand Studio Brand Attachment 24 Deborah MacInnis and C. Whan Park @lvincent #brandattch
  • 25. UTA Brand Studio A LOT LIKE MEBrand Attachment SIGNS OF ATTACHMENT Brand-Self Connection
 People see the brand as being a lot like themselves; sharing their values. Prominence
 Thoughts and feelings about the brand come to mind automatically; requiring very little conscious effort. ATTACHED BRAND Ignored Brand Brand for Others ProminentEasily forgotten ConnectedUnconnected When I think about it I never think about it Not 
 for me A lot like me Respected Brand @lvincent #brandattch
  • 26. 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. 26 @lvincent #brandattch
  • 27. Brand experience 27 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
  • 28. UTA Brand Studio Designed for attachment Brand Experience 28 @lvincent #brandattch
  • 29. 29 @lvincent #brandattch
  • 30. 30 @lvincent #brandattch
  • 31. 31 @lvincent #brandattch
  • 32. 32 @lvincent #brandattch
  • 33. 33 @lvincent #brandattch
  • 34. 34 Brand Dependence™ #brandattch@lvincent
  • 35. UTA Brand Studio 35 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
  • 36. UTA Brand Studio Social Media brands studied Facebook Flickr Foursquare Google+ Instagram LinkedIn Pinterest reddit Snapchat Tumblr Twitter Vimeo Vine Yelp YouTube 36 #brandattch@lvincent
  • 37. UTA Brand Studio One Metric; Two Scores 37 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
  • 38. UTA Brand Studio Brand Dependence™ 38 Facebook 1 43 Instagram 42 YouTube 39 Pinterest reddit 38 37 2 3 4/5 6/7 Foursquare 8 36 Vine 35 Google+ Twitter 33 Flickr Vimeo 32 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
  • 39. UTA Brand Studio Brand Dependence™ 39 Facebook 1 40 YouTube 34 Pinterest 20 Twitter 19 Instagram 19 2 3 4 5 Google+ 6 17 LinkedIn 13 Yelp 10 Tumblr 9 Snapchat 8 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
  • 40. UTA Brand Studio Brand Dependence™ 40 B A E C D G I M L K J N O 6 4 H F BRAND-SELFCONNECTION Facebook Instagram Pinterest YouTube reddit Snapchat Tumblr Foursquare Vine Flickr Google+ LinkedIn Yelp Vimeo #brandattch@lvincent
  • 41. UTA Brand Studio Brand Dependence™ 41 B A E C D G I M L K J N O 0 10 10 BRAND-SELFCONNECTION 6 P R O M I N E N C E 4 6 H F 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
  • 42. 42 #brandattch@lvincent
  • 43. 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
  • 44. UTA Brand Studio The gender difference 44 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
  • 45. UTA Brand Studio Age differences 45 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) 25 Under 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) 25 44 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
  • 46. UTA Brand Studio Income differences 46 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) $50K Under 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
  • 47. Question Why didn’t Twitter have a higher score? 47 #brandattch@lvincent
  • 48. 48 #brandattch@lvincent
  • 49. UTA Brand Studio In good company 49 Corona 32 Chevrolet 28 Pepsi 31 Coca-Cola 36 Budweiser 39 Twitter 33 #brandattch@lvincent
  • 50. UTA Brand Studio Comparison data 50 Brand
 Dependence 33 Likability 6.6 NPS -8% out of 10 #brandattch@lvincent
  • 51. UTA Brand Studio Twitter 4.97 billion searches for phrase “I don’t get Twitter” Only 16% of US adult population uses 51 #brandattch@lvincent
  • 52. UTA Brand Studio Brands to watch 52 Vine 35 Vine I M P A C T 7 I N T E N S I T Y #brandattch@lvincent Snapchat 37 Snapchat I M P A C T 8 I N T E N S I T Y reddit 38 reddit I M P A C T 6 I N T E N S I T Y reddit Snapchat Vine
  • 53. UTA Brand Studio Brands we use to curate our identity 53 43 42 39 38 37 #brandattch@lvincent
  • 54. 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. 54
  • 55. UTA Brand Studio Where to find more 55 utabrandstudio.com @lvincent @thebrandstudio slideshare.net/lmvincent brandrealbook.com
  • 56. 56 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
  • 57. 57 #brandattch@lvincent