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Our Changing Relationship with Brands - The Inversion of Influence

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Our Changing Relationship with Brands - The Inversion of Influence

  1. 1. THE INVERSION OF INFLUENCE OUR CHANGING RELATIONSHIPS WITH BRANDS
  2. 2. 2 M.SC MANAGEMENT DIGITAL MARKETING, DCU DIGITALSENIOR ACCOUNT MANAGER, EDELMAN OVER 3 YEARS EXPERIENCE MANAGING DIGITAL STRATEGIES FOR SOME OF IRELAND’S BEST LOVED BRANDS JENNIFER HYLAND
  3. 3. 3 SOME OF OUR IRISH CLIENTS
  4. 4. 4 SOME OF EDELMAN’S EUROPEAN CLIENTS
  5. 5. 5
  6. 6. • Content Creation • Direct Response / Engagement • Monitoring and Moderation • Customer Service • Publishing • Paid Social • Content Planning • Analytics and Reporting • Influencer Outreach Management • User Generated Content Creation 6 WHAT WE’RE DOING FOR OUR COMMUNITIES
  7. 7. THE INVERSION OF INFLUENCE
  8. 8. 48 42 26 35 20 12 TRUST MATTERS 8 Percent who engage in each behavior based on trust 68 59 41 38 37 18 Behaviors for Distrusted Companies Behaviors for Trusted Companies Refused to buy products/services Criticized companies Shared negative opinions Disagreed with others Paid more than wanted Sold shares Chose to buy products/services Recommended them to a friend/colleague Shared positive opinions online Defended company Paid more Bought shares General Population Source: 2016 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. General Population, 28-country global total, questions asked of half the sample. Q377- 380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. General Population, 28-country global total, question asked of half the sample. most trusted content creators:#1 Friends and Family most trusted media source:#1 Online Search Engines
  9. 9. 71 69 67 45 32 28 Search TV Social Newspapers Magazines Blogs INFLUENCE OF PEER-DRIVEN MEDIA Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or information sources? Online search engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter, etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed magazines(Q283), Blogs (Q279) (Several times a week+) General Population, 28-country global total, question asked of half the sample. 9 Percent who use each media source several times a week or more 2 of top 3 most-used sources of news and information are peer- influenced media
  10. 10. PEERS RECOMMEND COMPANIES AND INFLUENCE PURCHASING 10 Actions taken in the last 12 months based on trust recommended companies to a friend/colleague 59% Impact of conversations about brands with peers make decisions/overcome concerns/warn me about risks75% Source: 2015 Earned Brand Study of Global Consumers Source: 2016 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. General Population, 28-country global total, question asked of half the sample. Source: 2015 Earned Brand. Q41: Thinking about the conversations you have online and offline with friends and other people like you about brands, products and services you purchase, what impact do they have on you? [Net of ‘They warn me about the risks,’ ‘They help me make decisions,’ ‘They help me overcome my concerns about the product / service,’ and ‘They help me overcome my concerns about my data being collected / my privacy being respected.’]
  11. 11. 63 64 57 50 48 41 50 39 33 67 64 63 53 52 49 48 44 35 PEERS, EMPLOYEES MORE CREDIBLE THAN LEADERS Source: 2016 Edelman. Trust Barometer Q130-587. Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) General Population, 27-country global total. 11 Percent who rate each spokesperson as extremely/very credible 2015 2016 +8 Technical expert Academic expert A person like yourself Financial industry analyst Employee CEO NGO representative Board of Directors Government official/regulator CEO credibility increased the most +6
  12. 12. Mass Populatio n THE INVERSION OF INFLUENCE 12 Authority & Influence Influence Authority Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and Mass Population, 28-country global total. 85% of population 48 Trust Index 15% of population 60 Trust Index Informed Public
  13. 13. PAYPAL #POLETOPOLE 13 WHY WE CAN LEARN FROM THIS? The campaign created a pan- European story that played out in unmissable, shareable content which sparked a global social conversation and changed perceptions of the brand WHAT WE CAN LEARN FROM THIS? The campaign combined the use of influencers with a powerful story rooted in the product benefits
  14. 14. TASK DESCRIBE 5 EFFECTIVE DIGITAL CAMPAIGNS IN THE LAST 12 MONTHS WHY WERE THEY EFFECTIVE?
  15. 15. BRANDS,WE NEED TO TALK
  16. 16. EdelmanTODAY’S CONSUMERS ARE MORE POWERFUL THAN EVER.
  17. 17. 17 CONSUMERS WANT MORE FROM BRANDS 17 want brands to communicate openly about their products** of consumers expect brands to innovate with societal impact in mind* 90% 70% *Edelman. Innovation and the Earned Brand. 2015. **Edelman. Brandshare. 2015
  18. 18. 18 THREE DIGITAL TRENDS THAT PUT CONSUMERS AT THE CENTRE OF BRAND MARKETING 1VIDEO, VIDEO, VIDEO INFLUENCER S AS CREATIVES 2 3SOCIAL LISTENING AS SOCIAL INTELLIGENCE 18
  19. 19. VIDEO, VIDEO, VIDEO1
  20. 20. VIDEO ENGAGEMENT DOMINATES DIGITAL PLATFORMS of all consumer internet traffic will be dedicated to video consumption by 2019* 80%Estimated 10-20 Billion 8 Billion 6 Billion 4 Billion VIEWS PER DAY *Cisco Visual Networking Index: Forecast and Methodology, 2014-2019 White Paper. May 27, 2015. 20
  21. 21. TRENDING FORMATS ENGAGE CONSUMERS LIVESTREAMING 360-VIDEO CROWDSOURCING VIDEO INFLUENCERS SHORT FORM BITS & GIFS 21
  22. 22. Over half a million Live Stream views PEDIGREE PUPPY PEN 18,939 Organic Views 430 Organic Viewers FACEBOOK LIVE & PERISCOPE 22 GALAXY FASHION SHOWS GALAXY PERISCOPE Q&A
  23. 23. Make the most of your investment with a multi-platform approach Build a holistic, storytelling strategy with your consumer in mind Drive discoverability via organic optimisation and paid media HOW CAN BRANDS KEEP UP? 23
  24. 24. INFLUENCERS AS CREATIVES2
  25. 25. INFLUENCER ENGAGEMENT SUPPORTS BUSINESS OBJECTIVES 25 • *Augure. State of Influencer Engagement 2015, conducted by Schlesinger Associates. June 18, 2015. Via eMarketer, Inc. of marketers believe influencer marketing is effective in raising brand awareness* of marketers believe influencer marketing generates sales leads* 93% 75%
  26. 26. 26 INFLUENCER CAMPAIGN #GalaxyStyle Blogger Workshops COMBINED R E A C H 416,528
  27. 27. #GALAXYSTYLE AND DFF 27 WHAT WE DID? A 360 degree sponsorship activation aimed at building brand affinity and driving sales WHAT WE ACHIEVED? Over 1 million video views GalaxyStyle trended 7 times Phenomenal reach and influencer engagement
  28. 28. Ronan O’Gara on Twitter for Uncle Ben’s Brendan Courtney on Facebook & Twitter for Galaxy FACEBOOK & TWITTER WHITELISTING 28 MAXIMISE REACH COST EFFECTIVE ADVERTISING INFLUENCERS AS CONTENT COLLABORATORS
  29. 29. 29 Choose influencers who will resonate with your consumers through strategic data analysis Put storytelling at the heart of it Grant the influencer creative license HOW CAN BRANDS KEEP UP?
  30. 30. SOCIAL LISTENING BECOMES SOCIAL INTELLIGENCE3
  31. 31. CONSUMERS WANT BRANDS TO LISTEN Of consumers think it’s important for brands to listen and respond thoughtfully 78% 17% Feel that brands are truly listening* BUT ONLY *Edelman. Brandshare. 2015 31
  32. 32. SOCIAL LISTENING SHOULD GUIDE YOUR BUSINESS CUSTOMER SERVICE PRODUCT DEVELOPMENT PRODUCT IMPROVEMENT CAUSE & SOCIAL PURPOSE 32
  33. 33. NATIONAL LOTTERY GOOD CAUSES 33 WHAT WE DID? Dramatised the life changing impact of lottery funding through 8 personal stories. Content outputs included a TV Ad, social videos and media interviews WHAT WE ACHIEVED? Approval hit 12 month high 1st up turn in sentiment in 12 months
  34. 34. HOW CAN BRANDS KEEP UP? Operationalise social listening with the right technology DRIVE DISCOVERABILITY VIA ORGANIC OPTIMIZATION AND PAID MEDIA Be open to consumer insights that may disrupt your business for the better Pair social listening with traditional market research 34
  35. 35. TASK LAUNCH A CLOTHING ECOMMERCE PLATFORM - MALES/FEMALES 21-38 DESCRIBE HOW YOU WOULD USE THE 3 TRENDS IN A TACTICAL LAUNCH PLAN
  36. 36. OUR APPROACH
  37. 37. EDELMAN ADOPTS A FOUR-STAGE APPROACH TO CONTENT MARKETING 4 1 2 3 Identify targets and approaches INTELLIGENCE Create messages that will resonate with targets CONTENT Monitor content performance and reaction, adjust and iterate ANALYTICS Ensure content penetrates targets’ Personal Web DELIVERY 37
  38. 38. WHAT DO WE KNOW ABOUT THE PEOPLE WE ARE TRYING TO REACH? INFLUENCE Who leads discussion among our target communities? SENTIMENT What emotional attitudes does the language convey? LANGUAGE What terms and language are they using? CONTENT What types of content are they creating or sharing on these channels? CHANNELS What online and offline channels are they using to communicate? IDENTITY Who is talking about topics of interest to us? !
  39. 39. GOOD CONTENT IS BUILT ON GOOD INTELLIGENCE TIMELY Ideal Content Audience Interests Brand Priorities Conversation Trends RESONANTRELEVANT 39
  40. 40. WE CHOOSE THE RIGHT MEDIUM FOR THE MESSAGE & AUDIENCEText Audio Photography Illustration Video Interactivity Nothing explains complex thoughts like good writing. The power of human voices discussing matters of interest to you. Instantly captures attention and draws audiences into a story. Instantly captures attention with visualizations of complexity. Unbeatable emotional impact, mass appeal and storytelling. Unique in its power to engross and explain the function of complex systems. 40
  41. 41. DELIVERY: USING WHATEVER CHANNEL MIX IS MOST EFFECTIVE SOCIALPAID OWNED EARNED 41
  42. 42. ANALYTICS 42 OWNED WEBSOCIAL MEDIA We can track in great detail who sees and interacts with our content, allowing us to refine and optimize content and our approach. PAID MEDIA LIVE RESEARCH Paid media support adds another layer of complexity. Detailed analytics are an essential component of any paid media activity. We deploy website analytics to track referrals, bounce rates and interaction paths, to make sure that content is being deployed effectively. Ongoing primary research, including questionnaires and interviews, to track the propagation of message and sentiment.
  43. 43. EdelmanBEST PRACTICE
  44. 44. KNORR #FLAVOUROFHOME 44 WHY WE CAN LEARN FROM THIS? The campaign connected a global audience to the power of the flavour of home and built mass brand love for Knorr. Achieving 70m video views and 100m global reach WHAT WE CAN LEARN FROM THIS? Impact of connecting consumers to real authentic stories powered by deep insights
  45. 45. PHOTOSHOP MURDER MYSTERY 45 WHY WE CAN LEARN FROM THIS? The Cannes Lion winning campaign connected with a new audience of Photoshop fans WHAT WE CAN LEARN FROM THIS? Creating a shared experience with our audience through powerful stories yields results
  46. 46. 46 GET IN TOUCH @JenniferHyland_ jenniferhyland@edelman.com

Editor's Notes

  • First, it is important to remind ourselves why trust matters. It matters for sale of product. It matters for recruiting. And, at a time when peers are so influential and everyone goes online to research products and services, it matters for your reputation.
  • This shift in influence is created in great part by the dramatic changes in where people go for news and information. If you look at the most-frequently referenced media sources, you can see that 2 of the top 3 are peer-driven media: social, and search, where the behavior of other search engine users will affect the rankings of the results you see.
  • As a result, people are far more likely to rely on the opinions of their colleagues or friends. 6 in 10 say that they actively recommend companies they trust to their peers. And 75%, according to our Earned Brand study, say that those peer recommendations help them make purchase decisions about brands.
  • And when it comes to forming opinions about companies, who do people listen to? It still is experts, both technical and academic. But here in 2016, a person like yourself has risen to the same level as experts. This year, we also see an 8 point rise in CEOs credibility. This is a huge opportunity for leaders.
  • Gone are the days if the traditional “pyramid of influence,” in which both authority and influence were concentrated in the hands of a small number of opinion shapers. This model was predicated on the belief that the informed publics have access to superior information, their interests were interconnected with those of the broader public and that becoming ‘an elite’ was open to all of those who work hard.

    But today, due primarily to the democratization of information, we have seen the pyramid turned upside down. Influence now rests among the broad population, who talk to each other on social media or use search to access information, and no longer need to rely on the more “informed” population for ideas.

    Influence is no longer automatically granted to those in authority.

    And, as we have seen, the Mass Population’s view of the world—at a trust level of just 48—is vastly different from that of the 15% who have a trust level of 60, creating real challenge for those in authority who want to earn the ability to have broad influence.
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  • Customer Service – responding in a timely fashion – monitoring
    Product development – Bring back Whispas
    Improvement –
    Stand of rsomething, doing something good
  • LAUNCH VIDEO CONTENT INFLUENCER RECRUITMENT USING SOCIAL LISTENING TO DEFINE PRODUCT RANGE
  • Build a picture of your audience – inform content
  • Good content is built on intelligence.

    Understanding thoroughly what the target audience is discussing means we can create content that works.

    Good content is relevant to brand values, business goals and communication goals.

    But this is useless unless it also resonates with audience interests.

    Finally, to really cut through, good content is timely, adding value to a conversation of immediate salience.
  • Paid, Earned, Owned and Social each have a role to play in reaching the people we need to reach effectively.
    Earned coverage was once the mainstay of PR. It remains valuable, as it capitalizes on the established reputation and audience of popular media operations.
    Owned channels are central to effective communications. We use digital publishing technology to break brands and organizations’ dependence on media operations.
    Social media activity – both on owned channels and among online influencers – extends the reach of that content into authentic social conversations.
    Paid activity drives content further, boosting it intelligently into the feeds of your target public by matching their search behaviour and penetrating their social media networks.
    When all four or these are properly integrated and deployed, the result is that the people you need to reach see your content every time they go online, authentically embedded in their online experience.
  • Being able to accurately track and measure how our content is performing is vital for two reasons. First it allows us to report effectively on the success of our campaigns and ensure our clients are receiving tangible benefit. Second and just as important is responsiveness; the ability to learn from content performance and optimize further iterations as a campaign progresses. Our analytical abilities are spread across four main areas:
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