March 7, 2014

Followers

Attached
Why their brand story matters 

as much as your brand story.
presented at

South by Sou...
@lvincent
#brandattch

2
@lvincent

#brandattch

3
4
@lvincent

#brandattch

5
UTA Brand Studio

Quote

If you’ve got them by the
balls their hearts and
minds will follow.
John Wayne

@lvincent

#brand...
@lvincent

#brandattch

7
@lvincent

#brandattch

8
Adele Dazeem
@lvincent

#brandattch

9
UTA Brand Studio

Quote

Follow that will and that
way which experience
confirms to be your own.
Carl Jung

@lvincent

#br...
@lvincent

#brandattch

11
@lvincent

#brandattch

12
@lvincent

#brandattch

13
UTA Brand Studio

Brand-complicit
Brand collage found in 

Colton Harris-Moore’s home

@lvincent

#brandattch

14
@lvincent

#brandattch

15
Insight

Brands can serve 

as a form of 

self-expression

@lvincent

#brandattch

16
Brand benefits

Functional
Emotional
Self-expressive
@lvincent

#brandattch

17
@lvincent

#brandattch

18
@lvincent

#brandattch

19
@lvincent

#brandattch

20
Insight

Liking a brand is not
the same as feeling
a brand is like you.

@lvincent

#brandattch

21
71% of US consumers agree:

“I make it a point to buy 

brands from companies 

whose values are similar 

to my own.”
— Y...
UTA Brand Studio

Connecting beliefs and brands
VALUES

BRAND 

CULTURE

B R A N D N A R R AT I V E C YC L E

BRAND 

AGEN...
UTA Brand Studio

Brand Attachment

Deborah MacInnis and C. Whan Park

@lvincent

#brandattch

24
UTA Brand Studio

Brand Attachment

Connected

ATTACHED BRAND

When I
think
about it
Ignored Brand

Unconnected

SIGNS OF ...
UTA Brand Studio

Two questions to ask
The Identity Question
What about my brand connects with 

my target audience’s iden...
UTA Brand Studio

Brand experience
Sensations, feelings
and thoughts that
are evoked by a
brand’s design and
identity, pac...
UTA Brand Studio

Brand Experience

Designed for
attachment

@lvincent

#brandattch

28
@lvincent

#brandattch

29
@lvincent

#brandattch

30
@lvincent

#brandattch

31
@lvincent

#brandattch

32
@lvincent

#brandattch

33
™
Brand Dependence

@lvincent

#brandattch

34
UTA Brand Studio

Social Media Brand Dependence
2,006 US consumers 18+
15 social media brands
Field work in February, 2014...
UTA Brand Studio

Social Media brands studied
Facebook

Snapchat

Flickr

Tumblr

Foursquare

Twitter

Google+

Vimeo

Ins...
UTA Brand Studio

One Metric; Two Scores
IMPACT

INTENSITY

Measures brand attachment
amongst current users of
the brand.
...
UTA Brand Studio

Brand Dependence™
Selected social media brands ranked by Intensity
1

2

3

4/5

6/7

Facebook

Instagra...
UTA Brand Studio

Brand Dependence™
Selected social media brands ranked by Impact
1

2

3

4

5

Facebook

YouTube

Pinter...
UTA Brand Studio

6

Brand Dependence™
Facebook

B

Instagram

D
C

Pinterest
YouTube

E

BRAND-SELF CONNECTION

A

reddit...
UTA Brand Studio

Brand Dependence™
6

A
B

A
B

D
C

C
D

E
F

E

G
H

F
G

BRAND-SELF CONNECTION

I
J

H

L

I

N K
O
M
...
@lvincent

#brandattch

42
UTA Brand Studio

Range of dependence scores
ATTACHMENT
Facebook

11

Instagram

10

Tumblr

68

37
33

64
38

8

69

35

...
UTA Brand Studio

The gender difference
YouTube 43
Snapchat 42
reddit 40
Vine 40
Instagram 39

(+4)
(+5)
(+2)
(+5)
(-3)
!
...
UTA Brand Studio

Age differences
Under

25

52 (+10) Instagram
51 (+8) Facebook
46 (+8) Pinterest
46 (+7) YouTube
44 (+7)...
UTA Brand Studio

Income differences
44
43
40
38
37

Under

$50K

!

!

35
35
33
33
33
31
31
30
30
30
@lvincent

(+1)
(+1)...
Question

Why didn’t Twitter
have a higher score?

@lvincent

#brandattch

47
@lvincent

#brandattch

48
UTA Brand Studio

In good company
Budweiser

39

Coca-Cola

36

Twitter 33
Corona
Pepsi

#brandattch

31

Chevrolet

@lvin...
UTA Brand Studio

Comparison data

Brand

Dependence
Likability

33
6.6
o ut of 10

NPS
@lvincent

#brandattch

-8%
50
UTA Brand Studio

Twitter
4.97 billion searches for
phrase “I don’t get Twitter”
Only 16% of US adult
population uses

@lv...
UTA Brand Studio

Brands to watch
INTENSITY

Vine
@lvincent

#brandattch

reddit

38

6
IMPACT

Snapchat

Snapchat

37

8
...
UTA Brand Studio

Brands we use to curate our identity

43

38

@lvincent

#brandattch

42

39

37

53
UTA Brand Studio

How to create dependence
Stand for a worldview.
Ask: how to be indispensable?
Create strong thoughts, fe...
UTA Brand Studio

Where to find more
utabrandstudio.com
@lvincent
@thebrandstudio

slideshare.net/lmvincent

brandrealbook...
IMPACT

INTENSITY

Pebble

Pebble

+2

+27

@lvincent

#brandattch

http://bit.ly/ruattached

56
@lvincent

#brandattch

57
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Followers Attached | 2014 SXSW Presentation on Social Media Brand Dependence

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These slides are from a presentation by Laurence Vincent, UTA Brand Studio Chief Branding Officer, at the 2014 South by Southwest Interactive festival. It includes data from a Brand Dependence study on leading social media brands. It is not a complete record of the presentation.

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Followers Attached | 2014 SXSW Presentation on Social Media Brand Dependence

  1. 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 2
  3. 3. @lvincent #brandattch 3
  4. 4. 4
  5. 5. @lvincent #brandattch 5
  6. 6. UTA Brand Studio Quote If you’ve got them by the balls their hearts and minds will follow. John Wayne @lvincent #brandattch 6
  7. 7. @lvincent #brandattch 7
  8. 8. @lvincent #brandattch 8
  9. 9. Adele Dazeem @lvincent #brandattch 9
  10. 10. UTA Brand Studio Quote Follow that will and that way which experience confirms to be your own. Carl Jung @lvincent #brandattch 10
  11. 11. @lvincent #brandattch 11
  12. 12. @lvincent #brandattch 12
  13. 13. @lvincent #brandattch 13
  14. 14. UTA Brand Studio Brand-complicit Brand collage found in 
 Colton Harris-Moore’s home @lvincent #brandattch 14
  15. 15. @lvincent #brandattch 15
  16. 16. Insight Brands can serve 
 as a form of 
 self-expression @lvincent #brandattch 16
  17. 17. Brand benefits Functional Emotional Self-expressive @lvincent #brandattch 17
  18. 18. @lvincent #brandattch 18
  19. 19. @lvincent #brandattch 19
  20. 20. @lvincent #brandattch 20
  21. 21. Insight Liking a brand is not the same as feeling a brand is like you. @lvincent #brandattch 21
  22. 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 @lvincent #brandattch 22
  23. 23. UTA Brand Studio Connecting beliefs and brands VALUES BRAND 
 CULTURE B R A N D N A R R AT I V E C YC L E BRAND 
 AGENTS NARRATIVE @lvincent #brandattch 23
  24. 24. UTA Brand Studio Brand Attachment Deborah MacInnis and C. Whan Park @lvincent #brandattch 24
  25. 25. UTA Brand Studio Brand Attachment Connected ATTACHED BRAND When I think about it Ignored Brand Unconnected SIGNS OF ATTACHMENT Brand-Self Connection
 Respected Brand A lot like me Brand for Others I never think about it Not 
 for me Prominent Easily forgotten @lvincent A LOT LIKE ME #brandattch 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.
  26. 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. @lvincent #brandattch 26
  27. 27. UTA Brand Studio Brand experience Sensations, feelings and thoughts that are evoked by a brand’s design and identity, packaging, communications, and environments. Journal of Marketing, 2009 @lvincent #brandattch 27
  28. 28. UTA Brand Studio Brand Experience Designed for attachment @lvincent #brandattch 28
  29. 29. @lvincent #brandattch 29
  30. 30. @lvincent #brandattch 30
  31. 31. @lvincent #brandattch 31
  32. 32. @lvincent #brandattch 32
  33. 33. @lvincent #brandattch 33
  34. 34. ™ Brand Dependence @lvincent #brandattch 34
  35. 35. UTA Brand Studio 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 @lvincent #brandattch 35
  36. 36. UTA Brand Studio Social Media brands studied Facebook Snapchat Flickr Tumblr Foursquare Twitter Google+ Vimeo Instagram Vine LinkedIn Yelp Pinterest YouTube reddit @lvincent #brandattch 36
  37. 37. UTA Brand Studio One Metric; Two Scores IMPACT INTENSITY Measures brand attachment amongst current users of the brand. @lvincent #brandattch Weighted brand attachment score to reflect percentage of population sampled that are current users of the brand. 37
  38. 38. UTA Brand Studio Brand Dependence™ Selected social media brands ranked by Intensity 1 2 3 4/5 6/7 Facebook Instagram YouTube Pinterest reddit 43 42 39 38 8 9 10/11 Foursquare Vine Google+ Twitter 36 35 33 12/13 Tumblr Snapchat 37 14 Flickr Vimeo LinkedIn 32 31 n=2,006 US adults 18+; each brand evaluated by current users Survey conducted February 24-28, 2014 @lvincent #brandattch 38
  39. 39. UTA Brand Studio Brand Dependence™ Selected social media brands ranked by Impact 1 2 3 4 5 Facebook YouTube Pinterest Twitter Instagram 40 34 20 19 19 91% usage 88% usage 52% usage 59% usage 43% usage 6 7 8 9 10 Google+ LinkedIn Yelp Tumblr Snapchat 17 13 10 9 8 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 @lvincent #brandattch 39
  40. 40. UTA Brand Studio 6 Brand Dependence™ Facebook B Instagram D C Pinterest YouTube E BRAND-SELF CONNECTION A reddit G F H Snapchat Tumblr Foursquare I Vine L J K N O M Flickr Google+ LinkedIn Yelp Vimeo 4 @lvincent #brandattch 40
  41. 41. UTA Brand Studio Brand Dependence™ 6 A B A B D C C D E F E G H F G BRAND-SELF CONNECTION I J H L I N K O M J K L M N O 4 10 6 0 PROMINENCE @lvincent Facebook (43) Instagram (42) YouTube (39) Pinterest (38) reddit (38) Tumblr (37) Snapchat (37) Foursquare (36) Vine (35) Google+ (33) Twitter (33) Flickr (32) Vimeo (32) LinkedIn (31) Yelp (30) #brandattch 10 41
  42. 42. @lvincent #brandattch 42
  43. 43. UTA Brand Studio Range of dependence scores ATTACHMENT Facebook 11 Instagram 10 Tumblr 68 37 33 64 38 8 69 35 5 2 65 61 32 reddit 9 36 Flickr 3 LinkedIn 3 31 Yelp 3 30 #brandattch 68 38 7 Foursquare Positions may vary slightly due to rounding 65 6 2 Ranked by variability 71 33 Vine @lvincent 69 39 2 Pinterest Vimeo 75 37 7 Snapchat Twitter 76 42 5 YouTube Google+ 43 65 32 62 59 58 43
  44. 44. UTA Brand Studio The gender difference YouTube 43 Snapchat 42 reddit 40 Vine 40 Instagram 39 (+4) (+5) (+2) (+5) (-3) ! Twitter 36 Facebook 36 Yelp 36 Tumblr 36 Vimeo 36 LinkedIn 35 Foursquare 35 Google+ 34 Flickr 34 Pinterest 30 @lvincent #brandattch ! (+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) Facebook Instagram Pinterest Tumblr Foursquare ! reddit YouTube Snapchat Google+ Vine Flickr Twitter LinkedIn Vimeo Yelp 44
  45. 45. UTA Brand Studio Age differences Under 25 52 (+10) Instagram 51 (+8) Facebook 46 (+8) Pinterest 46 (+7) YouTube 44 (+7) Tumblr ! 45 42 39 38 38 ! 41 (+8) 40 (+2) 37 (—) 33 (-2) 32 (+1) 31 (-2) 30 (-2) 27 (-3) 25 (-7) 24 (-12) @lvincent 25 44 Twitter reddit Snapchat Vine LinkedIn Google+ Flickr Yelp Vimeo Foursquare #brandattch (+2) (—) (+1) (+1) (+5) ! 38 37 37 36 35 35 33 31 31 29 (-1) (-2) (+1) (+1) (-2) (+3) (+1) (—) (-2) (-1) Facebook Instagram Pinterest Snapchat Google+ ! reddit YouTube Foursquare Vine Tumblr Flickr Vimeo LinkedIn Twitter Yelp 45 +Over 42 39 38 37 35 (-1) (—) (+2) (-1) (-7) ! 35 (-3) 34 (+4) 32 (-5) 31 (-2) 31 (-1) 30 (-1) 30 (-5) 29 (-4) 29 (-8) 26 (-6) Facebook YouTube Foursquare reddit Instagram ! Pinterest Yelp Snapchat Twitter Vimeo LinkedIn Vine Google+ Tumblr Flickr 45
  46. 46. UTA Brand Studio Income differences 44 43 40 38 37 Under $50K ! ! 35 35 33 33 33 31 31 30 30 30 @lvincent (+1) (+1) (+1) (—) (-1) (-2) (-2) (+1) (-2) (—) (-5) (-1) (—) (-1) (-2) Facebook Instagram YouTube Pinterest reddit ! Tumblr Snapchat Google+ Vine Twitter Foursquare Flickr Yelp LinkedIn Vimeo #brandattch $50K + Over 43 (+7) 42 (-1) 41 (-1) 40 (+3) 40 (+2) ! 40 (+3) 38 (+3) 38 (—) 36 (-3) 35 (+3) 34 (+2) 34 (+1) 33 (—) 32 (+1) 31 (+1) Foursquare Facebook Instagram Tumblr reddit ! Snapchat Vine Pinterest YouTube Flickr Vimeo Google+ Twitter LinkedIn Yelp 46
  47. 47. Question Why didn’t Twitter have a higher score? @lvincent #brandattch 47
  48. 48. @lvincent #brandattch 48
  49. 49. UTA Brand Studio In good company Budweiser 39 Coca-Cola 36 Twitter 33 Corona Pepsi #brandattch 31 Chevrolet @lvincent 32 28 49
  50. 50. UTA Brand Studio Comparison data Brand
 Dependence Likability 33 6.6 o ut of 10 NPS @lvincent #brandattch -8% 50
  51. 51. UTA Brand Studio Twitter 4.97 billion searches for phrase “I don’t get Twitter” Only 16% of US adult population uses @lvincent #brandattch 51
  52. 52. UTA Brand Studio Brands to watch INTENSITY Vine @lvincent #brandattch reddit 38 6 IMPACT Snapchat Snapchat 37 8 INTENSITY Snapchat reddit INTENSITY reddit IMPACT IMPACT Vine Vine 35 7 52
  53. 53. UTA Brand Studio Brands we use to curate our identity 43 38 @lvincent #brandattch 42 39 37 53
  54. 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. 55. UTA Brand Studio Where to find more utabrandstudio.com @lvincent @thebrandstudio slideshare.net/lmvincent brandrealbook.com 55
  56. 56. IMPACT INTENSITY Pebble Pebble +2 +27 @lvincent #brandattch http://bit.ly/ruattached 56
  57. 57. @lvincent #brandattch 57
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