Apple's Brand Power


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

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Apple's Brand Power

  1. 1. iGroup<br />
  2. 2. “A Revolutionary Brand”<br />
  3. 3. 1-Search Visibility<br />
  4. 4. Apple‘s direct search visibility in search engines<br />Company name and all products are 99% in top 3 organic results<br />Nearest Locations on Map<br />Apple UK<br />Apple US<br />Online Store UK<br />No1 Product UK<br />Nearest Related Locations<br />Adwords directs to online store<br />
  5. 5. Direct search for Apple’s company and CEO names<br />Apple Inc” and “Steve Jobs” have the highest number of search results in Google <br />among their competitors<br />
  6. 6. Direct search for Apple’s product names<br />*Apple info site: and<br />
  7. 7. Apple is at least in top 5 for indirect searches<br />Apple is in top 5 results for the following keywords<br />“Store”  First Page Organic 2nd and 3rd<br />“Support”  First Page Organic 3rd and 4th<br />“Apps”  First Page Organic 3rd and 4th<br />“Music Player”  First Page Paid Top Ad<br />“Download”  1st suggestion is “download itunes”<br />
  8. 8. 2-Social Networking Presence & Engagement<br />
  9. 9. Apple’s social networks always have a specific goal<br /><ul><li>Official iTunes Fan Page Country specific
  10. 10. Official App Store Fan Page
  11. 11. No official “Apple” fan page!
  12. 12. Official iTunes Pages  Trailers, Movies, Music, Podcast,
  13. 13. No official “Apple” page! </li></ul>Information for Selling<br /><ul><li>Official YouTube Channel Ads, Product videos, </li></ul>CEO Keynotes, Press Conferences <br /><ul><li>Ping  A social network about music!
  14. 14. Official Company Page  Job opportunities</li></ul>Hiring<br /><ul><li>Country specific site  104 different countries
  15. 15. Product & App info  Visuals, tech specs,…
  16. 16. News & Events  WWDC, Launches,…
  17. 17. Support  Forum, Downloads,…</li></ul>Information<br />Support<br /><br />
  18. 18. Information for Selling<br />iTunes on<br /><ul><li>Different pages for special iTunes content available countries!
  19. 19. More than 10.000.000 Likes in total
  20. 20. New album and song promotion
  21. 21. New movie, TV Show and podcast promotion
  22. 22. Campaign promotion & discussion posts & polls
  23. 23. Special collection sub-pages such as “The Beatles”</li></li></ul><li>Information for Selling<br /> App Store on<br /><ul><li>800.000 Likes
  24. 24. New applications promotion & App sharing
  25. 25. App of the week & top apps sub-pages
  26. 26. Top games sub-page and charts & tutorial videos
  27. 27. Categorised app discovery sub-page
  28. 28. Discussion posts</li></li></ul><li>Information for Selling<br />iTunes on<br /><ul><li>2.600.000 followers in total
  29. 29. Trailers  New movie trailers on iTunes
  30. 30. Music  New albums and songs on iTunes
  31. 31. Podcasts  Various videos on iTunes (as YouTube)
  32. 32. Movies  New movies available to rent in iTunes
  33. 33. TV  New TV Shows episodes on iTunes</li></li></ul><li>Information for Selling<br />Apple on<br /><ul><li>iPhone  2,5 million results
  34. 34. iPad  500k results
  35. 35. Macbook  200k results
  36. 36. iPod  1 million results
  37. 37. 70 videos in 15 Playlists
  38. 38. Steve Jobs’s keynote presentations
  39. 39. Official product videos
  40. 40. Product & Service demonstrations
  41. 41. Product guides
  42. 42. Commercial TV Ads
  43. 43. Press Conference videos</li></li></ul><li>Information for Selling<br />Ping, a revolution from the revolutionary brand<br />A social network only for music!<br /><ul><li>What are my friends listening to?
  44. 44. What are my favourite artists up to?
  45. 45. What concerts are my friends going to?
  46. 46. I’ve got to share this with my friends!
  47. 47. It works within iTunes
  48. 48. Available on iphone, ipod touch, ipad and mac
  49. 49. Follow your favourite artists and friends
  50. 50. Discover the music they are talking about, listening to and downloading
  51. 51. Preview songs posted by your friends by clicking to the post, and buy it if you want to</li></ul>meet iTunes!”<br />and<br />“Its like <br />Steve Jobs, 2010<br />
  52. 52. Information <br />for Selling<br />Easy to use and well integrated with iTunes<br />Create your profile page and manage your feed<br />Edit your profile<br />Your follow list<br />Repost current posts, add comments, or remove your owns, just as you do in Facebook and Twitter<br />Or buy just one song<br />Buy albums friends liked or you liked by just clicking the link in the main feed<br />
  53. 53. Information <br />for Selling<br />Browse in artist pages, like them, like their albums or songs<br />Add artist to your follow list, know their concert dates, new album releases, see tour photos, listen to new songs, etc …<br />news, new releases, tour photos, message to fans, etc…<br />It looks like a Facebook page, but the difference is, you can preview and buy their albums and songs by just one click!<br />
  54. 54. Information <br />for Selling<br />A music social network, <br />for selling more content <br />Browse in albums, and buy them if you want<br />Buy songs one by one<br />Listener also bought list<br />Popularity of the songs one by one<br />Preview the first 30 seconds of the songs at first<br />
  55. 55. For Hiring<br />Apple on<br /><ul><li>60.000 followers
  56. 56. Job posts of Apple Inc.
  57. 57. All registered Apple employees
  58. 58. New employees
  59. 59. Apple employees in your network
  60. 60. New hires of Apple
  61. 61. Recent business news about Apple
  62. 62. Apple headquarters map
  63. 63. Stock information</li></li></ul><li> a support service community<br />Information<br />Support<br />Apple’s support structure<br />3-Go to Apple Stores<br />2-Ask Apple online<br />1-Ask other users<br />Book appointment <br />via website<br />Discussion Forum<br />Express Lane<br /><ul><li>Easiest way
  64. 64. Thousands of Apple users may read your question
  65. 65. You can find the answer through reading older post
  66. 66. Product registration
  67. 67. Product selection
  68. 68. Issue description
  69. 69. Contact options
  70. 70. Download an update
  71. 71. Follow a guide to solve the problem
  72. 72. Or come to see our tech experts in our stores
  73. 73. No waiting in store, due to precise appointment time (usually the day after you took the appointment)
  74. 74. Pre-known problem definition</li></ul>An efficient support advisor!<br />
  75. 75. A community structured by Apple’s devices<br />Information<br />Support<br />Select product group which you need help about<br />Access all support downloads such as software updates<br />Browse all support pages<br />Access product manuals<br />Access detailed tech specs of all products<br />Access Communities for help of other Apple users<br />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<br />
  76. 76. Easy access to the specific help you need <br />answered directly by Apple’s users<br />Information<br />Support<br />Search in entire discussion forum<br />Login to forum to start helping people or receiving help<br />Recent announcement to forum users<br />Top user ranking who have helped / and helping others and collected reputation points<br />Discussion Topics(Product Groups)<br />
  77. 77. Which Apple’s user are you?<br />Information<br />Support<br />Status shows how advance level of the user and how much he has engaged with the content<br />Users computer model and operating system<br />Number of total posts belong to user<br />Recent posts of the user<br />
  78. 78. Example of communities’ discussion<br />Information<br />Support<br />See top user ranking for this category<br />See product sub-category groups by product generation<br />Sub-categories<br />Total number of messages and views of sub-category<br />
  79. 79. Example of a question asked to the community<br />Information<br />Support<br />Nickname of the user<br />Questions directly sent by Apple customers!<br />Number of replies and views of this post<br />
  80. 80. No cost, no Apple Inc interference<br />Problems are solved directly by Apple’s users<br />Information<br />Support<br />One Apple user sends the question!<br />And another Apple user who knows the answer replies to it!<br />
  81. 81. Apple’s Engagement to customers<br />Apple’s official strap line at the end of Apple’s report:<br />
  82. 82. Apple engages customers, developers and employees<br />Apple’s Engagement Strategy<br />Developers<br />Customers<br />Employees<br />Direct engagement with New business model<br />(Revenue Sharing)<br />Discussion Forum<br />Engagement through social networks<br />
  83. 83. How Apple engages developers and why it is a unique business model?<br />Developers write an app by using those APIs<br />Apple evaluates the app and if the app is usefull for customers put it on the App Store<br />Apple releases APIs(1) for products and OSs(2)<br />As of June 2010 Apple paid<br />1 Billion $<br />to developers(3)<br />30% of the revenue goes to Apple and 70% of the revenue goes to developer! (only for paid apps)<br />Apple customer visits App Store likes the app and downloads the app<br />(1) Application Programming Interface (2)Operating System (3) Apple Special Event 8 June 2010<br />
  84. 84. 3-Integration of Communication Channels<br />
  85. 85. Buying products from Apple<br />Offline Channels<br />Online Channels<br />Retail Stores<br /><br /><ul><li>Country specific
  86. 86. Simple communication
  87. 87. Easy to use + friendly design and content
  88. 88. Vast amout of info about company, products and services
  89. 89. All product range
  90. 90. Product configuration
  91. 91. Free delivery </li></ul><br />Employees<br />Store Decoration<br /><br /><ul><li>Bright store employees
  92. 92. Dress code (Blue shirt)
  93. 93. Knowledge about all products
  94. 94. Same decoration in all stores
  95. 95. Minimalist, easy to find design strategy
  96. 96. Free to use product experience stations
  97. 97. Online appointment book from website</li></ul><br />+ Brand Image<br />+ Effective Comm.<br />+ Brand Image<br />+ Integration with website<br />+ Integration with all Apple Stores<br /><br />
  98. 98. Buying content from Apple<br />Online Channels<br />iTunes<br />
  99. 99. Getting support from Apple<br />Customer Support Channels<br /><br /><ul><li>Discussion Forum
  100. 100. Direct support</li></ul>Online<br /><ul><li>Express Lane
  101. 101. Support Pages
  102. 102. Online Service Asst.
  103. 103. Check Repair Status
  104. 104. Discussion Forum</li></ul>Phone<br />For every country in their own language<br />E-Mail<br />For iTunes Store and Photo Services<br />Chat<br />For MobileMe and iTunes Store<br />
  105. 105. To what extent those channels are integrated?<br />Apple ID<br />Products & Services<br /><ul><li>Apple ID is required for every registered action
  106. 106. OS install
  107. 107. App install on Apple devices
  108. 108. New product activation
  109. 109. iTunes Log-in
  110. 110. Discussion forum log-in
  111. 111. Ping log-in
  112. 112. iTunes Store Log-in
  113. 113. Retail store appointment book</li></ul>A very smart way for gathering CRM data<br /><ul><li>Retail store appointmens are booked via
  114. 114. Almost the same shopping experience in online store and retail store</li></ul><br />Retail Stores<br />Facebook<br /><ul><li>iTunes Facebook Page Like button in home page</li></ul><br /><ul><li>Official videos are realtime in YouTube channel
  115. 115. YouTube videos directs to a relevant web site of apple related with the video</li></ul>Youtube<br /><br /><ul><li>Realtime integrated content & news sharing & info
  116. 116. Facebook & Twitter posts direct to iTunes shopping page</li></ul>Facebook & Twitter<br />iTunes<br /><ul><li>All applications are downloadedand installed thorugh iTunes
  117. 117. All iTunes help topic is under discussion forum of </li></ul><br />iTunes<br /><ul><li>Ping account can be integrated with Twitter by just one click.
  118. 118. All ping content can be shared on Facebook</li></ul>Facebook & Twitter<br />Ping<br />
  119. 119. 4-How to buy it online?<br />
  120. 120. The 2 Apple’s well-run sales channels <br />Apple’s Store Structure<br />Retail Stores<br />Online Stores<br />318 stores in 11 countries (1)<br />75 million visitors 2010 Q3 (1)<br />Sold 2.8 million Macs FY2010 (1)<br />Physical Products<br />Online Store<br />Digital Content<br />Stores<br />iTunes Store<br />160 million accounts with credit cards (2)<br />11.7 billion songs downloaded (2)<br />450 million TV episodes downloaded (2)<br />100 million movies downloaded (2)<br />35 million books downloaded (2)<br />$20.34 billion revenue (3)<br />$4.31 billion net profit (3)<br />3.89 million Macs (3)<br />14.1 million iPhone (3)<br />9.05 million iPods (3)<br />4.19 million iPads (3)<br />App Store<br />250.000 Apps on the store (2)<br />25.000 of them iPad Apps (2)<br />6,5 billion downloads by Sep 2010 (2)<br />(1) Apple Special Event 20 October 2010 (2) Apple Special Event 1 September 2010 (3) FY 2010 Results -<br />
  121. 121. All Apple products can be bought online<br /><ul><li>Product prices with product visuals
  122. 122. Purchase basket / Shopping cart
  123. 123. New items column
  124. 124. Product search box
  125. 125. 2 additional stores  Education Store, Business Store</li></ul>%15 Discount on Macs for students!<br />
  126. 126. Products configuration only through online store<br /><ul><li>Different models
  127. 127. Different configurations
  128. 128. Different screen sizes
  129. 129. All free delivery</li></ul>Configuration changes available only in online store!<br />
  130. 130. Add additional items to your shopping cart easily<br />Add additional hardware equipments<br />- RAM, HDD, SSD, …<br />Add additional software<br />- MS Office Mac, iWorks, …<br />Add additional service<br />- AppleCare Insurance, Mobile Me<br />Add accessories<br />- Adaptors, Mini Display Port Converters, …<br />
  131. 131. Easy to check-out and cross-sale offers<br />You can add a gift package and a message to your purchase<br />You can keep continue to shopping<br />Or Checkout to end your shopping<br />Site offers you additional products relevant to your current purchase<br />e.g., If you buy a MacBook, it offers you an external HDD<br />
  132. 132. iTunes Store has changed the media industry!<br />iTunes Store<br /><ul><li>Millions of songs, TV shows, movies and podcast
  133. 133. Hundred thounsands of albums
  134. 134. Various price ranges
  135. 135. Either download one song or album
  136. 136. See top artist, songs, albums, etc…
  137. 137. See popularity of content and artists
  138. 138. See listeners also bought lists
  139. 139. See customer ratings and reviews from customers</li></li></ul><li>Thousands of Apps for iPad, iPhone & iPod Touch<br />App Store<br /><ul><li>Hundred Thousands of aplications for iPhone and iPad. (App Store for Macs coming soon)
  140. 140. Both paid and free applications
  141. 141. Various application categories (banking, education, science, apps for moms and dads, fun, …)
  142. 142. One tap away download and install</li></li></ul><li>5-Conclusion<br />
  143. 143. Apple has an army of satisfied customers!<br />therefore<br />They don’t need to use social media as a brand!<br />They use social media only to sell more content!<br />Not to satisfy customers<br />They solve their customer’s problems in their own way(Well-run retail stores, discussions, express lane, support pages, etc..)<br />Apple customers are already<br />brand advocates!!<br />They do the networking on behalf of Apple for years!<br />Want proof?<br />
  144. 144. 2003, 2004, 2005, 2006, 2007, 2008, 2009, 2010<br />#1 in Customer Satisfaction in ASCI for the last 7 years with all Mac Models!<br />2001, 2002, 2003, 2004, 2005, 2006, 2007, 2008, 2009, 2010<br />#1 in Customer Satisfaction in CR for the last 10 years with all Mac Models!<br />Readers Choice<br />Laptop & Desktop computers<br />#1 in Reliability<br />#1 Smartphone=iPhone4 <br />Source: Apple Special Events 8 June, 16 July, 20 October 2010<br />
  145. 145. Inanc EnginShailesh IyerPierre-Michel DusserreNatalia MeersohnMonish SanghaviCem Azoz<br />
  146. 146. Questions?<br />
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