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”
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
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
Thousands of Apple users may read your question
You can find the answer through reading older post
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
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
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
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