Engaged Brands and the Rise of Trust-Based Marketing
Engaged BrandsAnd the Rise of Trust-Based Marketing
2Introduction: Engaged BrandsIn pre-internet days, the buyer’s process was fairly straightforward: stimulus, shelf, experience. A stimulus sparked a buyer’sinterest in a product leading the individual to a store or to call a salesperson to make the purchase. The journey ended withthe individual experiencing the product. There were very few places where a brand could intersect with the buyer.Today’s purchasing journey, whether for a consumer product or complex business purchase, has infinitely more touchpointswhere a brand and buyer might intersect. The most trusted touchpoints are socially-driven: recommendations and otherconsumers’ opinions are more highly trusted than any brand, or even editorial, content. A company increases the likelihoodthat a buyer will find and develop trust within a touchpoint by converting them to trust points™, which is achieved throughengagement with influencers.The following brief study illustrates how today’s most influential brands in the FORTUNE 500 are also the most engagedbrands that best leverage the power of credible third-party influencers rather than relying heavily on more traditional newssources to amplify the brand message. Their success is aided by inserting trust into the purchasing journey.Therein lies the power of influence marketing.Data for this study were obtained on May 1, 2013 and are based on data 60 days prior to that date.
FORTUNE 500 Top 15 Most Influential Brands3122971135183104872211062102823533783873682663073014153843754175977881035101018661843245525080 500 1000 1500 2000 2500 3000News Engagement Net Influence ScoreFor the more influential brands, blogs & socialmake up a larger share of the sources drivingthe brand’s influence.
News is a constant source of influence:Social and blogs are the differentiator40500100015002000250030000 500 1000 1500 2000 2500 3000 3500Engagement News Net Influence ScoreMost brands have a comparablepercentage of news driving theNet Influence Score
556%66%44%34%0%10%20%30%40%50%60%70%Blog News% of source Net Influence Score: 232 Net Influence Score: 818For more influential brands, blogs makeup the largest share of the sources1 9No. of bloggerswithin theTop 20 influencers
Bloggers are more subjective thanthe more “formal” influencers“His Ford dealer was unable to find an abnormal diagnostic codethat had been logged, and Richard claims he was told to comeback if the light came back.”– Sebastian Blanco, via Autoblog“For starters, the base Ford coupe is expected to carry on withV6 power, likely from the same 3.7-liter unit found in todays car.”– Steven Ewing, via Autoblog“And judging by the once-overs and questions locals and visitorsasked us about the Ford Fusion Energi, latent interest alreadyexists.”– Leon Kaye, via Triple Pundit“What is likely to be even better news for Ford Fiesta buyers isthe likelihood the little car will stretch even further – without muchperformance sacrifice – when the maker adds the new 1.0-literEcoBoost engine to the Fiesta line-up later this year.”– Paul Eisenstein, via TheDetroitBureau“The third step is particularly important because if Ford can ensurethat its production matches with the demand, most of the losseswill be cut.”– Jacob Steinberg, SeekingAlpha.com“Ford Mustang is a symbol of freedom and optimism that allowsyou to be the person you dream of being, making it the perfect fitfor this story.”– Jim Farley, EVP, Marketing and Sales, Ford via Variety“Prime Minister Julia Gillard has blamed the high Australian dollarfor many of the sectors problems, which manifested themselvesrecently in the announcement by Ford that it would withdrawfrom local automobile production.”– Julia Gillard, PM of Australia via TradingCharts.com“It costs the company four times as much to make a car inAustralia as it does in its Asian divisions.”– Bob Graziano, President of Ford Australia, via Mining Weekly“(Ford) had full faith in the Indian growth story and was confidentthat its contribution to the company’s business in the Asia Pacificbusiness region in the coming decades would create enoughdisposable income in India and China to fuel demands for vehicles.”– Alan Mulally, CEO, Ford, via Financial Chronicle“Fords retail market share year-to-date vehicles sold toconsumers rather than commercial customers and car rentalcompanies is approaching 8.5% in California, an increase of twopercentage points over the last year…”– Ken Czubay, VP of sales and marketing, via LA TimesSample Blogger OpinionsBloggers are more likely to become brand advocates, but also more likely to be brand detractors.Sample Non-Blogger Opinions6
How Appinions Analyzes InfluenceAbout AppinionsAppinions is an opinion-based influence marketing platform designed to give companies the unmatched ability to identify,analyze, engage, monitor and measure influencers. Built on more than a decade of Cornell University research, Appinionsextracts and aggregates opinions from more than 6 million sources including blogs, social networks, forums, and newspaperand magazine articles, thus providing a more complete picture of influence. By analyzing opinions, Appinions can focus on thethought-leaders most capable of impacting a conversation.Who is an Influencer?Appinions defines an influencer as a person, brand or company who expresses a contextually relevant opinion that ismeaningful enough to elicit action from others.How is Influence calculated?Appinions calculates individual influence scores based on an influencer’s opinions for a given topic. Scores are determined bythe following criteria:• Frequency of actions the opinions generate;• Credibility of the publications in which the opinions appear; and• Diversity of publications carrying the opinions.Appinions calculates influence at the topic level to understand the relative influence of different topics.About Net Influence Score (NIS)Appinions calculates topic influence scores, or the Net Influence Scores, based on the following criteria:• Influence scores of each individual within the topic; and• Number of trust impressions created by each influencer on that topic.Trust impressions are driven and derived by what influencers are saying and the subsequent actions taken by the audience.7
8Contact Us!To learn more about Appinions and our modular approach toproduce trust points™ that optimize your marketing efforts,contact us at firstname.lastname@example.org or +1 646-532-3062.Web: www.appinions.comTwitter: @appinionsLinkedIn: http://www.linkedin.com/company/appinionsLaunchMarketingEarnedDisplayCorporate SocialResponsibilityContentMarketingExecutiveInfluenceEventOptimization