Is Social Simple Enough?
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Is Social Simple Enough?

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Is Social Simple Enough? Is Social Simple Enough? Presentation Transcript

  • Is social simple enough?Findings from Siegel+Gale’s2012 Global Brand Simplicity IndexRuss Meyer, Global Strategy Director @russhmeyerBrian Rafferty, Global Director, Research Insights
  • Simplicity is…Useful to meTransparent/HonestEasy to understandCares about my needsInnovative/Fresh
  • Simplicity pays200% Simplicity Portfolio150 up 190% S&P100 up 77% Dow 50 up 70% DAX 0 up 71%–50 FTSE 2009 2010 2011 2012 up 43%Copyright Siegel+Gale, 2012. All rights reserved
  • People are willing to pay morefor simpler experiences General insurance Internet search Retail/General Retail/Grocery Shipping/Mail Banks/Retail Health insurance Retail/Fashion Travel/Air Restaurants Automotive Internet retail Travel/Train Electronics Travel/Car rental Appliances Fitness Social media Retail/Health/Beauty Travel/Hotels Media Travel/Booking Telecom/Cable Utilities Telecom/Cell phoneCopyright Siegel+Gale, 2012. All rights reserved
  • Some industries are simpler than others Simplest industry Most complex industryCopyright Siegel+Gale, 2012. All rights reserved
  • Most simple global brands: 2012Copyright Siegel+Gale, 2012. All rights reserved
  • Search brands vs. social brands Search brands Social brands0 125 3 26 29 39 62 66 69 73 83 103 105 118 Simple brand Complex brand Copyright Siegel+Gale, 2012. All rights reserved
  • Least simple global brands: 2012Copyright Siegel+Gale, 2012. All rights reserved
  • Usefulness and transparency are thedimensions where social lags most 8 7 6 Internet 5 search 4 3 Social media 2 1 0 Useful Transparent/ Easy to Cares about Innovative/F to me Honest understand my needs reshCopyright Siegel+Gale, 2012. All rights reserved
  • Search is simple because it’s easy to useand intuitive“[Bing] gives you direct results.”“The ease of use and the results you get [from Bing] make it much easier to search.”“Google makes searching much easier.”“[Google] is one of the most simple websites out there.”“Using [Google] is basically built in to what I am doing and any search is easy.”“Google’s web interaction is intuitive.”Copyright Siegel+Gale, 2012. All rights reserved
  • Social is complex because its purpose is oftenunclear and privacy issues prevail“Compared to other websites, Facebook’s interface is horrible. It’s amazing so many older people have been able to figure out how to use it.”“Facebook keeps changing for the worse. They keep changing everything about it which makes it hard to keep up with and very frustrating.”“Privacy [on Facebook] is not a simple issue. I still can’t figure out how to set my account to the privacy settings I want.”“Have never found a good explanation of how [Google+] differs/is similar to regular Google.”“Haven’t figured out how to use my Google+ account, online help inadequate, other social media much more intuitive.”Copyright Siegel+Gale, 2012. All rights reserved
  • Search brands vs. social brands Search brands Social brands0 125 3 26 29 39 62 66 69 73 83 103 105 118 Simple brand Complex brand Copyright Siegel+Gale, 2012. All rights reserved
  • To learn more Beginning October 16, 2012 you may download the full study at siegelgale.com/Pivot2012