herzlich willkommen zu
#brandshare
von
@edelmanch
technology &
social media
ushered in new
definitions for
many familiar
words

friend
like
3
but no word has seen a more
profound shift in meaning than

SHARE
it’s gone from a virtue to a click

4
Teilen heisst abgeben –
nicht weiterleiten,
nicht mitteilen
?
it got us thinking…

?

?

?

?

what if brands
rediscovered the
virtue of sharing?

?
6
we then talked to…

11,000

people

general online consumer population who report at least a
minimal level of engagement* ...
to find out…
IMPORTANCE
which sharing behaviors are most important to people?

RELEVANCE
do people want more of them?

INT...
what we learned…
9
9
of people want brands to share
Q13: you will be presented with things that a brand could do to build and maintain a connec...
of people think brands do it well
Q15: please select the statements that you feel apply to [BRAND]. Average % who stated s...
how can a brand share?

12
12
there is a hierarchy of sharing

some types of sharing are more
powerful than others
those that are more substantive and
p...
SHARED
DIALOG

spark a meaningful conversation
people aren’t content with
just branded content
4 out of 10 people want a more meaningful
conversation with your brand
tha...
SHARED
EXPERIENCE

make every occasion special
make experiences about people
people like to do things with brands
one out of every three people believes shared
experienc...
SHARED
GOALS

lend an ear and a ladder
ask people about their
dreams
people believe their ambitions are as
individual as they are, and it’s important
that brands...
SHARED
VALUES

stand up for what you stand for
people’s values are
global and local
people want brands to care about the
world and their communities as much as
they do
n...
SHARED
PRODUCT

you’ve got to give to get
if they could, people would
come to your R&D lab…

91%

…your design studio, your plant, or anywhere
else products are des...
people want your stuff
to show its stuff
9 out of 10 people also want to know
how products perform when it comes to
what t...
Swiss Case: Emporia Telecom

25
emporia telecom
Train and ask the Seniors
•

•
•
•

Senior scouts train elderly
people and / or other
interested shoppers ...
SHARED
HISTORY

where you came from shapes where you’re going
people are secretly
interested with your history
when you share who you are and
where you come from, people
respond
althou...
What can you do?
29
29
old model

new model

change your marketing communications ethos
migrate from a linear, push model to an inclusive sharing...
harmonize your narrative
create a single brand narrative with consumer needs
and interests at the center
31
3 Goldene Regeln
32
32
Menschen
wollen nicht
verführt werden –
sondern verstanden!

33
Gestalten Sie gemeinsam mit
ihren Konsumenten –
auf Augenhöhe.
34
Teilen heisst abgeben!

35
Wer nichts abgibt –
bekommt auch nichts!
36
Brandshare präsi swiss version
Upcoming SlideShare
Loading in …5
×

Brandshare präsi swiss version

1,063 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,063
On SlideShare
0
From Embeds
0
Number of Embeds
596
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Brandshare präsi swiss version

  1. 1. herzlich willkommen zu #brandshare von @edelmanch
  2. 2. technology & social media ushered in new definitions for many familiar words friend like 3
  3. 3. but no word has seen a more profound shift in meaning than SHARE it’s gone from a virtue to a click 4
  4. 4. Teilen heisst abgeben – nicht weiterleiten, nicht mitteilen
  5. 5. ? it got us thinking… ? ? ? ? what if brands rediscovered the virtue of sharing? ? 6
  6. 6. we then talked to… 11,000 people general online consumer population who report at least a minimal level of engagement* with brands in… 8 countries Brazil, Canada, China, France, Germany, India, UK, USA about… 212 brands 48 multi-national brands, plus approx. 30 “local” brands per country across… 12 industry sectors apparel, auto, beer/wine/spirits, consumer electronics, energy, FMCG, financial services, food & beverage, health & wellness, retail, technology, telecommunications through… 1 online survey 30 minute duration *to participate in the survey, respondents had to report participating in a minimum of one brand engaging activity in the last 12 months. brand engaging activities might include things like visiting a brand website, attending a brand sponsored event, following a brand on Twitter, wearing branded clothing, etc. 7
  7. 7. to find out… IMPORTANCE which sharing behaviors are most important to people? RELEVANCE do people want more of them? INTENT do people use, purchase or recommend brands that share? 8
  8. 8. what we learned… 9 9
  9. 9. of people want brands to share Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? % who selected JUST RIGHT or NOT ENOUGH 10
  10. 10. of people think brands do it well Q15: please select the statements that you feel apply to [BRAND]. Average % who stated sharing statements applied to [BRAND] 11
  11. 11. how can a brand share? 12 12
  12. 12. there is a hierarchy of sharing some types of sharing are more powerful than others those that are more substantive and participatory drive more business value and people want more of them UNMET DEMAND* consumers who desire more GREATER UNMET DEMAND STRONGER LINK TO CONSUMER BEHAVIOR correlation to consumer intent to recommend DERIVED IMPORTANCE* *illustrative representation Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% selected NOT ENOUGH]. Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative] he next time you are purchasing/using the type of product or service that brand offers 13
  13. 13. SHARED DIALOG spark a meaningful conversation
  14. 14. people aren’t content with just branded content 4 out of 10 people want a more meaningful conversation with your brand that’s twice as many as want simple branded content % of people who want brands to do more listening and thoughtfully responding to their opinions [by age group] they want you to listen, show genuine interest and act on what you hear Q1: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% selected NOT ENOUGH for “Listen and Respond Thoughtfully” ] 15
  15. 15. SHARED EXPERIENCE make every occasion special
  16. 16. make experiences about people people like to do things with brands one out of every three people believes shared experiences with brands are important but people in developing markets - who are newer to brands - are three times more likely to value a brand experience as those in the developed world experiences should be as much about people’s interests as they are about product and promotion % of people who state that shared experiences are important [developing vs. developed] Q10: you will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5 Point Scale, Top 2 Box: Average: “Creates experiences beyond just using the product” and “Gives me ways to link up online and in real life through fun events and activities “] 17
  17. 17. SHARED GOALS lend an ear and a ladder
  18. 18. ask people about their dreams people believe their ambitions are as individual as they are, and it’s important that brands feel the same people would rather be asked what they need before being told how to get there % of people who think brands asking about their needs rather than just telling them about their products is one of the most important sharing behaviors [by industry category] this is most true in product categories where people aren’t always confident in their knowledge or expertise Q11: Please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [% selected “Asks me about my needs and doesn’t just try to sell me products”] 19
  19. 19. SHARED VALUES stand up for what you stand for
  20. 20. people’s values are global and local people want brands to care about the world and their communities as much as they do nearly half want you to be open and transparent about how your products are made and sourced more than 1/3rd want you to help the world in ways they want it to be helped % of people who want brands to share their values four in ten people want you to give back to the community Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% selected NOT ENOUGH] 21
  21. 21. SHARED PRODUCT you’ve got to give to get
  22. 22. if they could, people would come to your R&D lab… 91% …your design studio, your plant, or anywhere else products are designed and developed 9 out of 10 people want a hand in creating products % of consumers who want opportunities to share in the design development process Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% selected JUST RIGHT or NOT ENOUGH for “Invites me to test products, collaborate on design and provide feedback”] 23
  23. 23. people want your stuff to show its stuff 9 out of 10 people also want to know how products perform when it comes to what they’re designed to do openness about your product’s performance – particularly in relation to your competitors – matters to people it’s the most important of all the brandshare behaviors in seven industries and a top-three in five others TECHNOLOGY ELECTRONICS AUTOMOTIVE FOOD & BEVERAGE APPAREL TELECOM BEER, WINE, SPIRITS HEALTH/WELLNESS RETAIL FINANCIAL SERVICES FMCG/CPG ENERGY rank of openly sharing product performance data vs. other sharing behaviors based on stated importance Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% selected JUST RIGHT or NOT ENOUGH for “They openly share information on how the brand compares with competitors”] Q11: please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [average % selected “They openly share information on how the brand compares with competitors”] 24
  24. 24. Swiss Case: Emporia Telecom 25
  25. 25. emporia telecom Train and ask the Seniors • • • • Senior scouts train elderly people and / or other interested shoppers on educational events on the POS. Partnership with Pro Senectute foundation for educational evening sessions for seniors Crowdsourcing project for evaluating the seniors needs by asking them. Product tests and reviews (e.g. SF Kassensturz) 26
  26. 26. SHARED HISTORY where you came from shapes where you’re going
  27. 27. people are secretly interested with your history when you share who you are and where you come from, people respond although people don’t explicitly demand that brands share their history, a shared, open brand heritage is one of the most powerful predictors of people’s intent to purchase or recommend your brand MODERATE LOW STRONG NONE .3 correlation between brands that share their history and people’s intent to recommend Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next time you are purchasing/using the type of product or service that brand offers 28
  28. 28. What can you do? 29 29
  29. 29. old model new model change your marketing communications ethos migrate from a linear, push model to an inclusive sharing model 30
  30. 30. harmonize your narrative create a single brand narrative with consumer needs and interests at the center 31
  31. 31. 3 Goldene Regeln 32 32
  32. 32. Menschen wollen nicht verführt werden – sondern verstanden! 33
  33. 33. Gestalten Sie gemeinsam mit ihren Konsumenten – auf Augenhöhe. 34
  34. 34. Teilen heisst abgeben! 35
  35. 35. Wer nichts abgibt – bekommt auch nichts! 36

×