This imagecannotcurrently bedisplay ed. Beyond Loyalty Enhancing online brand-related interaction David Langley @DavidLangleyNL iMMovator Cross Media Network Masterclass 25 September 2012, Hilversum
1Agenda14.30 David Langley (TNO) Critical factors for influencing online brand experience15.30 Mark Woerde (Lemz) Successful prosocial brands16.00 Break16.10 Group exercise: Your cases17.20 Wrap-up and follow-up17.30 Borrel
3Vision For the first time in history there is connection between a mass of people who may have similar values and opinions. It’s easy to express an opinion Watch a short film, play a game, like It’s easy to bundle opinions Attacking: aimed at changing organisations Proactive: firms connect to the groundswell The basis for a rich form of two-way communication This is changing the nature of firm-consumer interaction Major new opportunity for firms: consumers as ambassadors
Online slacktivism Over 100.000 Dutch people joined in online As from this year all chocolate letters will be fair trade
8ProSociality People are ProSocial when they are open, friendly and help others Firms are ProSocial when they contribute to society through their brand values Marketing beyond Corporate Social Responsibility (CSR) Pro-active: empower and engage online slacktivists
13Social media has grown rapidly – today nearly 4 in 5 active Internetusers visit social networks and blogs53 percent of active adult social networkers follow a brand (comparedto 32 percent who follow a celebrity)Across a snapshot of 10 major global markets, social networks andblogs reach over three-quarters of active Internet users [Nielsen 2011]
16What consumers think about firms that give backto society
17What firms think about firms that give back tosociety 76% of executives believe that corporate social responsibility contributes positively to long-term shareholder value 55% of executives agree that sustainability helps their companies build a strong reputation (McKinsey, 2010).
18Bhattacharya & Sen, Journal of Marketing 2003, and Currás-Pérez etal, Journal of Business Ethics 2009: Loyalty is strongest for firms which help consumers to satisfy self-definitional needs Identity similarity Identity distinctiveness Identity prestige Identity knowledge Identity coherence Identity trustworthiness Identity attractiveness
28Critical success factors foronline prosocial initiatives aimed at consumers
29Sen & Bhattacharya Journal of Marketing Research 2001: Consumer-company congruence is not just product-related but also determined by the CSR performance “Research a variety of CSR initiatives and select those that enjoy the highest and most widespread support among the company’s key consumer segments.” Consumers are more sensitive to negative information Low-CSR support consumers sensitive to CSR-CA trade-off
30Torelli et al Journal of Consumer Research 2012 Evaluations of self-enhancement brands (Rolex, BMW) are reduced by CSR-related terms (Welfare, recyclable, volunteer). Different for openness or conservation brands (Apple, hand-made toys)Torelli et al Journal of Marketing 2012 Achieving consumer-company congruence across cultures is a major challenge Some values are related and enhance each other whereas some values are incompatible with each other
32Bigne et al European Journal of Marketing 2012 For brand-cause alliances, there is a difference between functional fit (product attributes and cause objective) and image fit (e.g. Pepsi Refresh Everything) Image fit between brand and cause is used as a cue to evaluate altruistic brand motivations and brand credibility
34Langley & van den Broek, Internet Politics and Policy 2010 Presenting evidence of goals and achievements to 0.310 potential participants Scale of participation R2 0.435 Sharing personal experiences with 0.503 -0.319 potential participants 0.530 Degree of behavioral R2 0.365 Sharing personal change experiences between participants -0.062 Reducing effort required to act
35Kim & Labroo Journal of Consumer Research 2011 Non-instrumental effort enhances perceived quality Holds for customers focused on “incentive” value (getting the best product)
36Langley, Aarts & Bijmolt working paperCampaign characteristics Impact on cause Social Media drivers • Presenting evidence • Stimulus to share • Social activity Impact Content drivers • Brand image • ProSocial level of • Overall campaign • Social • Congruence brand • Positional (product) and cause • Environmental - Purchase intentionConsumer motives• Social benefits Participation• Individual benefits - Intention to share• Shared identity - Intention to participate
37The brands used in this research Taken from Interbrand’s Top 100 Global Brands
38Social consumers value brands with empoweringcampaigns Interaction: Empowerment & Social self-image Low Social Self-Image High Social Self-Image No Empowerment With Empowerment Explanation: The brands with a ProSocial campaign that is ‘empowering’ have a stronger overall brand image for consumers that have a high social self-image and a weaker brand image for consumers with a low social self-image.
44 26-9-2012 8:43Your cases1. Nicole Bakker, Hogeschool voor de Kunsten Utrecht: Interactie met studiekiezers via sociale media op gang brengen. Hoe bereik je ze en hoe verbind je ze?2. Jasper Brugman, Centrum Media & Gezondheid: Internet film/serie voor jongeren (Sound Bytes). Hoe bereik je de jongeren en hoe breng je een discussie op gang?3. Gerard Kroon, Promomix: Dierenproducten rechtstreeds aan de consument vermarkten. Maar hoe?4. Vicky Kuyck, Media Academie: Kwaliteitenenquete gratis aanbieden, weet wat je in huis hebt‘. Hoe matcht het met de waarden en behoeften van de deelnemers?5. Oscar Langerak, VideoWerkt: Platform voor ICT onderwijs. Hoe beverdert dit imago, zichtbaarheid en cohesie?6. Julien Scholte, Eisma Businessmedia: Online zichtbaarheid van een tijdschrift voor jongeren verhogen. Welke toegevoegde waarde kan sociale media bieden?7. Monique van der Woude, Challenge: Crowdfunding voor een videoproject. Hoe bereik je de massa en hoe krijg je ze zover om daadwerkelijk geld over te maken?
45Group discussions: your cases 5 minutes pitch 25 minutes discussion: What are the social/societal values of the brand? Who is the target group and what are their values? Is there a match? What is an appropriate prosocial level (responsible, contributing, enabling, empowering)? Two main solutions to problem? Two main challenges which still need solving? Short presentations: 5 minutes per group
47Main take-aways Social media are not just another channel Two-way communication Consumers can contribute Being prosocial may strengthen brands’ relationship with consumers When it works, consumers become ambassadors Not suitable for all brands There are different forms of prosociality: from reporting to empowering Developing a strategy for enhancing online interaction: Search for matching brand / consumer values Adopt appropriate level of prosociality This is a lively research topic and ongoing research will identify more best practices and success factors
48Technology cluster & Cofinance project TNO is interested continuing knowledge dissemination and research on this topic: Strengthening consumer-company identity via social media Two options: A technology cluster for sharing TNO’s knowledge A network of organisations with a similar requirement for TNO knowledge Minimum 5 SMEs Total costs for SMEs: €5k A cofinance project for developing new knowledge New research ideas SMEs and large firms eligible Costs vary