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Why Brand Engagement Isn’t All About Your Brand

Go beyond your brand’s core messaging to surprise and delight. The most engaging brands break through the statistics to reach a deeper awareness.

Watch the entire webinar here: http://videos.brandsquare.com/watch/ANqwpYvGx7ekaP7Un5RD6x

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Why Brand Engagement Isn’t All About Your Brand

  1. 1. WHY BRAND ENGAGEMENT ISN’T ALL ABOUT YOUR BRAND— AND HOW TO BREAK THROUGH TO WHAT REALLY MATTERS NOVEMBER 16, 2017
  2. 2. WHAT IS 
 BRAND ENGAGEMENT, EXACTLY? PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED. The suspense is killing me!
  3. 3. Retail Engagement Social Engagement THE MANY DEFINITIONS OF BRAND ENGAGEMENT PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  4. 4. The process of forming an emotional or rational attachment between a consumer and a brand. BRAND ENGAGEMENT PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  5. 5. BUY INTO COMES BEFORE BUY BRAND ENGAGEMENT PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  6. 6. THINK ABOUT IT: Why do you feel connected to certain brands over others? Follow them? Advocate for them? Stay loyal to them? Buy from them? PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  7. 7. WHY DO YOU FEEL CONNECTED 
 TO CERTAIN BRANDS OVER OTHERS? They share your values or beliefs They enhance your experiences They make you feel something They motivate or inspire you They connect you with other like-minded people They include you in the conversation PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  8. 8. They share your values or beliefs They enhance your experiences They make you feel something They motivate or inspire you They connect you with other like-minded people They include you in the conversation NOTICE ALL THE YOUS IN THERE? PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  9. 9. Successful brand engagement, agnostic of channel, is built around YOU. The consumer, the audience, the human. Not just around the brand’s priorities or product attributes. PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  10. 10. AND IT WORKS. When consumer engagement scores move from low to high, 
 21% more people shop their favorite brands most or all of the time. Source: HelloWorld Engagement Score Study PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  11. 11. 
 OUR JOB: Understand the principles of, 
 and keep driving toward, 
 greater brand engagement OUR CHALLENGE: Shift the marketing approach from 
 “all about us” to “all about YOU” PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  12. 12. ?HOW? Let’s take a look at how 5 other brands have approached it. PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  13. 13. Love. It’s what makes a Subaru a Subaru. THINK WITH YOUR HEART PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  14. 14. PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED. PRE-2008 Focus on practical, rational benefits
  15. 15. PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED. SINCE THEN Leveraged fan “LOVE” for the brand 
 to focus on emotional benefits and 
 connection, with stories told through 
 relatable, real-life situations
  16. 16. “…The Love campaign, inspired by Subaru owners’ love 
 of their vehicles, loved ones, and causes they keep close to their hearts, continue[s] to build a new identity for Subaru. Under the notion that ‘Love’ is the uniting factor among the brand’s loyal customer base and ‘It’s what makes a Subaru, 
 a Subaru,’ we created a personality to compliment the brand’s quality vehicles. - ALAN BETHKE, SENIOR VICE PRESIDENT OF MARKETING, SUBARU OF AMERICA PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  17. 17. DATA-DRIVEN STORYTELLING Thanks, 2016. It’s been weird. PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  18. 18. 140 MILLION ACTIVE USERS 20 MILLION SONGS 65% LINKED TO FB ACCOUNTS DATA REVEALS: Audience demographics Ad reach Purchase behaviors Usage frequency Sales #s Category comparisons The list goes on! WITH MARKETER HATS ON, PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  19. 19. “For us, data inspires and gives an insight into the emotion that people are expressing.” - SPOTIFY CMO SETH FARBMAN Audience ideals Personalities Quirks and idiosyncrasies Lifestages Cultural influences Emotional associations Drive for individualism DATA REVEALS: WITH CULTURAL ANTHROPOLOGIST HATS ON, PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  20. 20. OREO DUNK IN THE DARK PLAN FOR THE UNPLANNED PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  21. 21. “BY FAILING TO PREPARE, YOU ARE PREPARING TO FAIL.” - BENJAMIN FRANKLIN PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  22. 22. Source: Fast Company RETWEETS SINCE EMBRACING “CULTURAL CONNECTION,” ANNUAL SALES GROWTH IS UP FROM LOW DOUBLE DIGITS TO MORE THAN 20% PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED. 16K+
  23. 23. BE BOLDLY TRANSPARENT DOMINO’S PIZZA TURNAROUND PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  24. 24. “THE SAUCE TASTES LIKE KETCHUP.” “Worst excuse for pizza I ever had.” “TOTALLYDEVOID OF FLAVOR.” “Domino's pizza crust to me is like cardboard.” “When we did consumer tests, if they knew the pizza was Domino’s, 
 they actually liked it less than if they just thought it was a random unbranded pizza.”- PATRICK DOYLE, CEO, DOMINO’S 49 YEARS OLD, $3.2B ANNUAL REVENUE, 9% MARKET SHARE, TERRIBLE CUSTOMER FEEDBACK2009: PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  25. 25. 70% of shoppers say that brands who “respond quickly to serious product issues" greatly increase their trust—2017 Brandspark International study Admit the truth = transparency Respond and remedy = trust TRANSPARENCY + TRUST = POSITIVE ENGAGEMENT PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  26. 26. PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  27. 27. “You can either use negative comments to get you down, or you can use them to excite you and energize your process.” - PATRICK DOYLE, CEO, DOMINO’S PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  28. 28. CHAMPION A CULTURAL MOVEMENT STRENGTH HAS NO GENDER PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  29. 29. “If you visualize an iceberg, the storytelling part is the part that's above water and the story framework is the larger part that's underneath the water. It's what the author knows but the audience doesn’t— yet—and requires…a ‘fundamental human truth.’” - DOUWE BERGSMA, CMO, GEORGIA-PACIFIC PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  30. 30. PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  31. 31. We just saw 5 examples of brands 
 who use different, but equally successful, approaches for creating brand engagement. EMBRACE DATA-DRIVEN STORYTELLING BE BOLDLY TRANSPARENT THINK WITH YOUR HEART CHAMPION A CULTURAL MOVEMENT PLAN FOR THE UNPLANNED PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  32. 32. WHAT DO THEY ALL HAVE IN COMMON? AND HOW CAN WE APPLY IT TO OUR OWN WORK? PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
  33. 33. PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED. BASED THEIR CAMPAIGN ON AN INSIGHT-DRIVEN STRATEGIC PLATFORM MADE THEIR CUSTOMERS 
 THE HEROES OF THE STORY ADVOCATED FOR THE VALUE OF 
 BUILDING LONG-TERM ENGAGEMENT EACH BRAND:
  34. 34. STRATEGIC PLATFORM YOUR STRATEGIC PLATFORM = THE OVERLAP BETWEEN YOUR BRAND PURPOSE + HUMAN INSIGHT PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED. BRAND PURPOSE Mission Values Product Needs/Wants Emotions Behaviors HUMAN INSIGHT
  35. 35. STRATEGIC PLATFORM PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED. BRAND PURPOSE HUMAN INSIGHT We let you down. Now we’re making it right. To deliver the best pizza and customer service People appreciate vulnerability when real change follows DOMINO’S AHA YOUR STRATEGIC PLATFORM = THE OVERLAP BETWEEN YOUR BRAND PURPOSE + HUMAN INSIGHT
  36. 36. PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED. MAKE YOUR BRAND THE ENABLER BUT YOUR CONSUMERS THE HERO BRAWNY DIDN’T TALK ABOUT STRONG PAPER TOWELS. THEY CELEBRATED 
 STRONG WOMEN.
  37. 37. EDUCATE AND ADVOCATE FOR THE VALUE 
 OF LONG-TERM BRAND ENGAGEMENT 
 INSTEAD OF FOCUSING ON SHORT-TERM ROI PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED. Source: Gallup Successful brand engagement leads to: 55% share of wallet 63% attrition 50% productivity
  38. 38. AND IF ALL ELSE FAILS, SHOW THEM THIS PRESENTATION! PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED. !
  39. 39. THANKS SO MUCH 
 FOR ENGAGING WITH US! AMY SMALL GROUP CREATIVE DIRECTOR amy.small@anthemww.com ELEANOR DAKE DIRECTOR, CLIENT ENGAGEMENT eleanor.dake@anthemww.com PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.

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Go beyond your brand’s core messaging to surprise and delight. The most engaging brands break through the statistics to reach a deeper awareness. Watch the entire webinar here: http://videos.brandsquare.com/watch/ANqwpYvGx7ekaP7Un5RD6x

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