Your SlideShare is downloading. ×
Brand Engagement Index: most engaged brands
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Brand Engagement Index: most engaged brands

5,772

Published on

Published in: Business, Career
1 Comment
11 Likes
Statistics
Notes
  • Very interesting, but exposure to direct media (dm, email, etc) are not considered, deliberately?
    Direct media are mostly permission based so I can imagine they would even increase brand engagement
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
5,772
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
305
Comments
1
Likes
11
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. The Brand Engagement Index® BEI®
  • 2. 2Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO Prepared by: Dennis Claus, Director Brands & Conversations, InSites Consulting Isabelle Stevens, Research Manager, InSites Consulting For: ENGAGE BBDO Stephan Smets T +32 2 4213035 | M +32 486 259279 Daniel Schots T +32 2 4213023 | M +32 475 485389 Michelle Stas T +32 2 4213014 | M +32 486 139140 October, 2010 The Brand Engagement Index® BEI®
  • 3. 3Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO   Background   Management & research objectives   Methodology   Executive summary   Meaning of brands   Measuring Engagement   The four I’s   Media exposure   Category results Report overview
  • 4. 4Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO Background: Engagement marketing
  • 5. 5Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO Engagement marketing • Engagement marketing is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand. Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs. • Engagement marketing is about being where your customers are, have a cross channel vision on sales & marketing, customer centricity, social marketing & creating valuable & authentic content & conversations • Engagement marketing is build up and measured on it’s 4 parameters: the 4 I’s : involvement, interaction, intimacy and influence
  • 6. 6Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO Management and research objectives
  • 7. 7Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO Research objectives •  ENGAGE BBDO’s mission is to increase sales and reinforce brand positioning by creating Engagement between brands and their customers, and by activating them via emotional, unique and effective brand experiences. Consumers are involved and engaged as much as possible to really experience the brand and create an impact on brand awareness or specific sales. •  The outcome of this project will be threefold: •  Master survey that measures Brand Engagement •  Model that shows the relationship between the four I’s, Brand Engagement and business KPI’s •  Ranking of 50 brands based on their Engagement performance Validate the model that involvement, influence, intimacy and interaction are important and predictive dimensions that measure brand Engagement Develop a research tool to measure Brand Engagement and the related I’s. Rank 50 brands based on their Brand Engagement score amongst Belgian consumers.
  • 8. 8Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO Methodology
  • 9. 9Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO Methodological specifications •  Panel-based self-reported CAWI approach •  Invitation to fill out questionnaire via e-mail to members of online research panel corresponding to the profile requested •  Survey details •  Fieldwork: 6th August 2010 – 22nd August 2010 •  Mean survey length: 17 minutes •  Incidence rate: 65% •  Sample composition •  General population (N respondents = 1.296, N brand evaluations = 5.465)
  • 10. 10Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO Sample specifications •  Sample composition •  General population (N respondents = 1.296, N brand evaluations = 5.465) Sample description (weighed) % Gender Male Female 50% 50% Language French Dutch 40% 60% Age 18-24 yrs 25-34 yrs 35-45 yrs M 6,5% 10,8% 12,6% F 6,3% 10,6% 12,2% Source: Eurostat 2008
  • 11. 11Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO Executive summary
  • 12. 12Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO •  We have strong statistical confirmation that involvement, influence, intimacy and interaction are important and predictive dimensions that measure Brand Engagement. •  The Brand Engagement Index® (BEI®) integrates the scores on each of these four dimensions and can be maximum 100. •  There are very strong correlations between BEI and all business KPI’s. •  Media exposure drives Brand Engagement. Especially brand presence on social media and websites offer opportunities since Brand Engagement scores are higher for people who mention that they are exposed to brands on social media. The actual brand exposure rates through these channels are very low, which leads to the possibility to discover and exploit these new channels for interaction •  The highest Engagement scores overall can be allocated to brands in the telecom category, followed by brands in the cell phone and automotive category •  Some brands with high scores on the Brand Engagement Index: Executive summary
  • 13. 13Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO •  People mainly associate the “brand” concept with products that have high value for money. Besides this, most people agree that brands need the input of their consumers, they have to involve their consumers. This is a strong argument to create and implement brand Engagement programmes, since the results indicate that people expect two way interactive communication between brands and their consumers. •  The main reasons why people feel engaged to a brand relate to the fact that people have built a relationship with the brand because brands are used because of tradition (family), which makes brand usage a habit and give people the feeling that they are very familiar with these brands. •  We do find significant higher Brand Engagement scores with people who are more exposed to advertising (both above and below the line), so there is a strong relationship between media presence and Brand Engagement. •  We can conclude that experience and familiarity are key drivers for Brand Engagement, but brand managers can leverage involvement, interaction, intimacy and influence to increase Brand Engagement ans improve their KPI scores. Other learnings
  • 14. 14Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO Meaning of brands
  • 15. 15Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO Associations 94% 79% 74% 71% 63% 55% 51% 50% 48% 42% 39% 33% 27% TOP 2 N =1296 People primarily associate the “brand” concept to value for money. People also expect brands to involve their consumers. Women find brands more attractive and men especially take into account the reliability and personal relevance of brands, that make them feel more confident. Q:To what extent do you agree with the following statements?.
  • 16. 16Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO Measuring Engagement
  • 17. 17Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO The model Statistics and validation This brand is present in places that I frequently visit This brand is very much present in my daily life This brand succeeds in reaching me as it is present at the right place and at the right moment α = 0.82 I feel involved with this brand I feel involved in the actions this brand undertakes This brand involves me in its communication efforts α = 0.88 This brand stimulates conversations about itself This brand stimulates interaction with its users by organizing things that fit to their consumer’s lifestyles By evoking buzz (campaigns, events, etc) this brand induces a dialogue between consumers α = 0.85 The buzz (because of campaigns, events, etc.) about this brand triggers me to recommend it to my peers I would recommend the brand to others because it puts a lot of efforts in its consumers I have recently spoken about this brand to someone The brand has triggered me to talk about it to others The brand allowed me to recommend it to others The brand has triggered me to join conversations about itself α = 0.92 α = cronbach’s alpha value = measurement of internal reliability of the scale, extent to what the items measure the same concept (α has to exceed 0.65) N =5465 (brands evaluated) Involvement Influence Intimacy Interaction
  • 18. 18Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO The model Statistics and validation Involvement Influence Intimacy Interaction Brand Engagement r² = 0,60 r² = 0,54 r² = 0,51 r² = 0,49 r² = 0,39 Brand Engagement can be explained for 60% by the four factors: involvement, influence, intimacy and interaction. Involvement is the best predictor of Engagement; followed by influence, intimacy and interaction. They all have a strong, significant positive relationship with Engagement. The remaining 40% can be explained by environmental factors (personal or context related), e.g. experience, habit, tradition... see slide 17) To what extent do you feel engaged to this brand? r² = explained variance N =5465 (brands evaluated)
  • 19. 19Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO The model Influence on KPI’s Intimacy Involvement Interaction Influence Brand Engagement Index Likeability Loyalty Purchase intention Consideration Uniqueness r² = 0,42 r = 0,65 r = 0,64 r = 0,63 r = 0,60 r = 0,55 r² = 0,41 r² = 0,39 r² = 0,36 r² = 0,31 The BEI (Brand Engagement Index) is a score on 100, consisting of the scores on the four dimensions of Engagement There are very strong correlations between brand Engagement and all KPI’s. Brand Engagement can predict 31% to 42% of the KPI’s. Likeability and loyalty can be best predicted by Engagement, uniqueness is somewhat less predictable by Engagement towards the brand
  • 20. 20Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO Media exposure
  • 21. 21Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO Media exposure & brand engagement = significantly higher (95% confidence level) For all types of communication, people who had moderate or high exposure rates also have significantly higher engagement scores. So media exposure has a positive impact on brand engagement. We also notice that high exposure to brands on social media and also in interpersonal conversations leads to the highest engagement scores. This also accounts for exposure to websites, so we can conclude that online communication efforts pay lead to increased brand engagement. As exposure rates in these channels were very low, we can identify a large opportunity for brands to create and implement an online branding strategy, using social media and branded websites to increase awareness and engagement. Q:On which of the following occoasions did you encounter the brands that are listed below? BEI scores
  • 22. 22Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO Category results
  • 23. 23Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO Category results BEI Category level Users Non users Total 57,5 46,4 55,1 Categories Users Non users Total 63,3 48,9 54,4 63,7 48,4 61,1 53,7 45,2 53,4 51,6 43,2 51,3 55,2 44,9 54,4 54,5 35,6 52,7 57,4 41,8 54,4 63,2 44,4 56,6 64,4 51,6 62,0 55,9 44,7 50,9 Higher than overall mean Lower than overall mean Beste overall results for brand Engagement scores can be allocated to brands in the Telecom industry, followed by brands in the cell phone and automotive category
  • 24. 24Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO The four I’s Telecom Beers Cell phones Cola’s Salty snacks Financial institutions Automotive Chocolate snacks Butters Energy
  • 25. 25Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO NTIMACY This brand is present in places that I frequently visit This brand is very much present in my daily life This brand succeeds in reaching me as it is present at the right place and at the right moment Brands in the telecom category have the highest scores for intimacy (three statements) TOP 2 % rather-totally agree
  • 26. 26Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO NTERACTION This brand stimulates conversations about itself This brand stimulates interaction with its users by organizing things that fit to their consumer’s lifestyles By evoking buzz (campaigns, events, etc) this brand induces a dialogue between consumers TOP 2 % rather-totally agree People rate brands in the cell phone and telecom category as most interactive.
  • 27. 27Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO NVOLVEMENT I feel involved with this brand I feel involved in the actions this brand undertakes This brand involves me in its communication efforts TOP 2 % rather-totally agree People feel most involved with brands in the telecom and financial institution category.
  • 28. 28Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO NFLUENCE The buzz (because of campaigns, events, etc.) about this brand triggers me to recommend it to my peers I would recommend the brand to others because it puts a lot of efforts in its consumers I have recently spoken about this brand to someone TOP 2 % rather-totally agree Brands in the cell phone and telecom category have the highest scores on influence statements, that mostly relate to the extent to which people talk to others about the brands and recommend the brands in conversations.
  • 29. 29Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO NFLUENCE The brand has triggered me to talk about it to others The brand allowed me to recommend it to others The brand has triggered me to join conversations about itself
  • 30. 30Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO MOST ENGAGED BRANDS
  • 31. 31Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO Example of 4 I’s score for a particular category 0% 10% 20% 30% 40% 50% 60% 70% Brand A – Brand B – Brand C – Brand D INFLUENCE INTERACTION INTIMACY INVOLVEMENT
  • 32. 32Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO Category results Example of category X BEI Category level Users Non users Total 63,7 48,4 61,1 Brand level Users Non users Total 68,6 52,1 63,2 64,5 54,4 64,2 61,3 45,4 59,8 60,9 43,5 56,8 Top 3 amoung users 1.  Brand A 2.  Brand B 3.  Brand C Higher than group average Lower than group average Overall scores across brands Mean BEI overall = 55,1 Mean BEI users = 57,5 Mean BEI non users = 46,4 BRAND B BRAND A BRAND C BRAND A BRAND B BRAND C BRAND D
  • 33. 33Brand Engagement Index ©InSitesConsulting©ENGAGEBBDO   Daniel Schots Managing director ENGAGE BBDO Daniel.schots@engage.bbdo.be Tel. +32 2 421 30 23 Mobile +32 475 485 389   ENGAGE BBDO Scheldestraat 122 B-1180 Brussels Belgium info@engage.bbdo.be www.engage.bbdo.be For
more
informa+on


×