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?