Apple's Brand Power
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Apple's Brand Power

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Apple's brand power in terms of Visibility, Social networks presence and Engagement to customers.

Apple's brand power in terms of Visibility, Social networks presence and Engagement to customers.

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    Apple's Brand Power Apple's Brand Power Presentation Transcript

    • iGroup
    • “A Revolutionary Brand”
    • 1-Search Visibility
    • Apple‘s direct search visibility in search engines
      Company name and all products are 99% in top 3 organic results
      Nearest Locations on Map
      Apple UK
      Apple US
      Online Store UK
      No1 Product UK
      Nearest Related Locations
      Adwords directs to online store
    • Direct search for Apple’s company and CEO names
      Apple Inc” and “Steve Jobs” have the highest number of search results in Google
      among their competitors
    • Direct search for Apple’s product names
      *Apple info site: apple.com and apple.com/uk
    • Apple is at least in top 5 for indirect searches
      Apple is in top 5 results for the following keywords
      “Store”  First Page Organic 2nd and 3rd
      “Support”  First Page Organic 3rd and 4th
      “Apps”  First Page Organic 3rd and 4th
      “Music Player”  First Page Paid Top Ad
      “Download”  1st suggestion is “download itunes”
    • 2-Social Networking Presence & Engagement
    • Apple’s social networks always have a specific goal
      • Official iTunes Fan Page Country specific
      • Official App Store Fan Page
      • No official “Apple” fan page!
      • Official iTunes Pages  Trailers, Movies, Music, Podcast,
      • No official “Apple” page!
      Information for Selling
      • Official YouTube Channel Ads, Product videos,
      CEO Keynotes, Press Conferences
      • Ping  A social network about music!
      • Official Company Page  Job opportunities
      Hiring
      • Country specific site  104 different countries
      • Product & App info  Visuals, tech specs,…
      • News & Events  WWDC, Launches,…
      • Support  Forum, Downloads,…
      Information
      Support
      apple.com
    • Information for Selling
      iTunes on
      • Different pages for special iTunes content available countries!
      • More than 10.000.000 Likes in total
      • New album and song promotion
      • New movie, TV Show and podcast promotion
      • Campaign promotion & discussion posts & polls
      • Special collection sub-pages such as “The Beatles”
    • Information for Selling
      App Store on
      • 800.000 Likes
      • New applications promotion & App sharing
      • App of the week & top apps sub-pages
      • Top games sub-page and charts & tutorial videos
      • Categorised app discovery sub-page
      • Discussion posts
    • Information for Selling
      iTunes on
      • 2.600.000 followers in total
      • Trailers  New movie trailers on iTunes
      • Music  New albums and songs on iTunes
      • Podcasts  Various videos on iTunes (as YouTube)
      • Movies  New movies available to rent in iTunes
      • TV  New TV Shows episodes on iTunes
    • Information for Selling
      Apple on
      • iPhone  2,5 million results
      • iPad  500k results
      • Macbook  200k results
      • iPod  1 million results
      • 70 videos in 15 Playlists
      • Steve Jobs’s keynote presentations
      • Official product videos
      • Product & Service demonstrations
      • Product guides
      • Commercial TV Ads
      • Press Conference videos
    • Information for Selling
      Ping, a revolution from the revolutionary brand
      A social network only for music!
      • What are my friends listening to?
      • What are my favourite artists up to?
      • What concerts are my friends going to?
      • I’ve got to share this with my friends!
      • It works within iTunes
      • Available on iphone, ipod touch, ipad and mac
      • Follow your favourite artists and friends
      • Discover the music they are talking about, listening to and downloading
      • Preview songs posted by your friends by clicking to the post, and buy it if you want to
      meet iTunes!”
      and
      “Its like
      Steve Jobs, 2010
    • Information
      for Selling
      Easy to use and well integrated with iTunes
      Create your profile page and manage your feed
      Edit your profile
      Your follow list
      Repost current posts, add comments, or remove your owns, just as you do in Facebook and Twitter
      Or buy just one song
      Buy albums friends liked or you liked by just clicking the link in the main feed
    • Information
      for Selling
      Browse in artist pages, like them, like their albums or songs
      Add artist to your follow list, know their concert dates, new album releases, see tour photos, listen to new songs, etc …
      news, new releases, tour photos, message to fans, etc…
      It looks like a Facebook page, but the difference is, you can preview and buy their albums and songs by just one click!
    • Information
      for Selling
      A music social network,
      for selling more content
      Browse in albums, and buy them if you want
      Buy songs one by one
      Listener also bought list
      Popularity of the songs one by one
      Preview the first 30 seconds of the songs at first
    • For Hiring
      Apple on
      • 60.000 followers
      • Job posts of Apple Inc.
      • All registered Apple employees
      • New employees
      • Apple employees in your network
      • New hires of Apple
      • Recent business news about Apple
      • Apple headquarters map
      • Stock information
    • Apple.com: a support service community
      Information
      Support
      Apple’s support structure
      3-Go to Apple Stores
      2-Ask Apple online
      1-Ask other users
      Book appointment
      via website
      Discussion Forum
      Express Lane
      • Easiest way
      • Thousands of Apple users may read your question
      • You can find the answer through reading older post
      • Product registration
      • Product selection
      • Issue description
      • Contact options
      • Download an update
      • Follow a guide to solve the problem
      • Or come to see our tech experts in our stores
      • No waiting in store, due to precise appointment time (usually the day after you took the appointment)
      • Pre-known problem definition
      An efficient support advisor!
    • A community structured by Apple’s devices
      Information
      Support
      Select product group which you need help about
      Access all support downloads such as software updates
      Browse all support pages
      Access product manuals
      Access detailed tech specs of all products
      Access Communities for help of other Apple users
      Track your product by yourself if you have given it to tech service, find out where is it and when will you be able to collect it
    • Easy access to the specific help you need
      answered directly by Apple’s users
      Information
      Support
      Search in entire discussion forum
      Login to forum to start helping people or receiving help
      Recent announcement to forum users
      Top user ranking who have helped / and helping others and collected reputation points
      Discussion Topics(Product Groups)
    • Which Apple’s user are you?
      Information
      Support
      Status shows how advance level of the user and how much he has engaged with the content
      Users computer model and operating system
      Number of total posts belong to user
      Recent posts of the user
    • Example of communities’ discussion
      Information
      Support
      See top user ranking for this category
      See product sub-category groups by product generation
      Sub-categories
      Total number of messages and views of sub-category
    • Example of a question asked to the community
      Information
      Support
      Nickname of the user
      Questions directly sent by Apple customers!
      Number of replies and views of this post
    • No cost, no Apple Inc interference
      Problems are solved directly by Apple’s users
      Information
      Support
      One Apple user sends the question!
      And another Apple user who knows the answer replies to it!
    • Apple’s Engagement to customers
      Apple’s official strap line at the end of Apple’s report:
    • Apple engages customers, developers and employees
      Apple’s Engagement Strategy
      Developers
      Customers
      Employees
      Direct engagement with New business model
      (Revenue Sharing)
      Discussion Forum
      Engagement through social networks
    • How Apple engages developers and why it is a unique business model?
      Developers write an app by using those APIs
      Apple evaluates the app and if the app is usefull for customers put it on the App Store
      Apple releases APIs(1) for products and OSs(2)
      As of June 2010 Apple paid
      1 Billion $
      to developers(3)
      30% of the revenue goes to Apple and 70% of the revenue goes to developer! (only for paid apps)
      Apple customer visits App Store likes the app and downloads the app
      (1) Application Programming Interface (2)Operating System (3) Apple Special Event 8 June 2010
    • 3-Integration of Communication Channels
    • Buying products from Apple
      Offline Channels
      Online Channels
      Retail Stores
      store.apple.com
      • Country specific
      • Simple communication
      • Easy to use + friendly design and content
      • Vast amout of info about company, products and services
      • All product range
      • Product configuration
      • Free delivery
      apple.com/mac
      Employees
      Store Decoration
      apple.com/ipod
      • Bright store employees
      • Dress code (Blue shirt)
      • Knowledge about all products
      • Same decoration in all stores
      • Minimalist, easy to find design strategy
      • Free to use product experience stations
      • Online appointment book from website
      apple.com/iphone
      + Brand Image
      + Effective Comm.
      + Brand Image
      + Integration with website
      + Integration with all Apple Stores
      apple.com/ipad
    • Buying content from Apple
      Online Channels
      iTunes
    • Getting support from Apple
      Customer Support Channels
      Apple.com
      • Discussion Forum
      • Direct support
      Online
      • Express Lane
      • Support Pages
      • Online Service Asst.
      • Check Repair Status
      • Discussion Forum
      Phone
      For every country in their own language
      E-Mail
      For iTunes Store and Photo Services
      Chat
      For MobileMe and iTunes Store
    • To what extent those channels are integrated?
      Apple ID
      Products & Services
      • Apple ID is required for every registered action
      • OS install
      • App install on Apple devices
      • New product activation
      • iTunes Log-in
      • Discussion forum log-in
      • Ping log-in
      • iTunes Store Log-in
      • Retail store appointment book
      A very smart way for gathering CRM data
      • Retail store appointmens are booked via apple.com
      • Almost the same shopping experience in online store and retail store
      Apple.com
      Retail Stores
      Facebook
      • iTunes Facebook Page Like button in home page
      Apple.com
      • Official videos are realtime in YouTube channel
      • YouTube videos directs to a relevant web site of apple related with the video
      Youtube
      Apple.com
      • Realtime integrated content & news sharing & info
      • Facebook & Twitter posts direct to iTunes shopping page
      Facebook & Twitter
      iTunes
      • All applications are downloadedand installed thorugh iTunes
      • All iTunes help topic is under discussion forum of apple.com
      Apple.com
      iTunes
      • Ping account can be integrated with Twitter by just one click.
      • All ping content can be shared on Facebook
      Facebook & Twitter
      Ping
    • 4-How to buy it online?
    • The 2 Apple’s well-run sales channels
      Apple’s Store Structure
      Retail Stores
      Online Stores
      318 stores in 11 countries (1)
      75 million visitors 2010 Q3 (1)
      Sold 2.8 million Macs FY2010 (1)
      Physical Products
      Online Store
      Digital Content
      Stores
      iTunes Store
      160 million accounts with credit cards (2)
      11.7 billion songs downloaded (2)
      450 million TV episodes downloaded (2)
      100 million movies downloaded (2)
      35 million books downloaded (2)
      $20.34 billion revenue (3)
      $4.31 billion net profit (3)
      3.89 million Macs (3)
      14.1 million iPhone (3)
      9.05 million iPods (3)
      4.19 million iPads (3)
      App Store
      250.000 Apps on the store (2)
      25.000 of them iPad Apps (2)
      6,5 billion downloads by Sep 2010 (2)
      (1) Apple Special Event 20 October 2010 (2) Apple Special Event 1 September 2010 (3) FY 2010 Results - http://www.apple.com/pr/library/2010/10/18results.html
    • All Apple products can be bought online
      • Product prices with product visuals
      • Purchase basket / Shopping cart
      • New items column
      • Product search box
      • 2 additional stores  Education Store, Business Store
      %15 Discount on Macs for students!
    • Products configuration only through online store
      • Different models
      • Different configurations
      • Different screen sizes
      • All free delivery
      Configuration changes available only in online store!
    • Add additional items to your shopping cart easily
      Add additional hardware equipments
      - RAM, HDD, SSD, …
      Add additional software
      - MS Office Mac, iWorks, …
      Add additional service
      - AppleCare Insurance, Mobile Me
      Add accessories
      - Adaptors, Mini Display Port Converters, …
    • Easy to check-out and cross-sale offers
      You can add a gift package and a message to your purchase
      You can keep continue to shopping
      Or Checkout to end your shopping
      Site offers you additional products relevant to your current purchase
      e.g., If you buy a MacBook, it offers you an external HDD
    • iTunes Store has changed the media industry!
      iTunes Store
      • Millions of songs, TV shows, movies and podcast
      • Hundred thounsands of albums
      • Various price ranges
      • Either download one song or album
      • See top artist, songs, albums, etc…
      • See popularity of content and artists
      • See listeners also bought lists
      • See customer ratings and reviews from customers
    • Thousands of Apps for iPad, iPhone & iPod Touch
      App Store
      • Hundred Thousands of aplications for iPhone and iPad. (App Store for Macs coming soon)
      • Both paid and free applications
      • Various application categories (banking, education, science, apps for moms and dads, fun, …)
      • One tap away download and install
    • 5-Conclusion
    • Apple has an army of satisfied customers!
      therefore
      They don’t need to use social media as a brand!
      They use social media only to sell more content!
      Not to satisfy customers
      They solve their customer’s problems in their own way(Well-run retail stores, discussions, express lane, support pages, etc..)
      Apple customers are already
      brand advocates!!
      They do the networking on behalf of Apple for years!
      Want proof?
    • 2003, 2004, 2005, 2006, 2007, 2008, 2009, 2010
      #1 in Customer Satisfaction in ASCI for the last 7 years with all Mac Models!
      2001, 2002, 2003, 2004, 2005, 2006, 2007, 2008, 2009, 2010
      #1 in Customer Satisfaction in CR for the last 10 years with all Mac Models!
      Readers Choice
      Laptop & Desktop computers
      #1 in Reliability
      #1 Smartphone=iPhone4 
      Source: Apple Special Events 8 June, 16 July, 20 October 2010
    • Inanc EnginShailesh IyerPierre-Michel DusserreNatalia MeersohnMonish SanghaviCem Azoz
    • Questions?