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Leveraging Your Brand Connected Consumer SXSW


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Leveraging Your Brand Connected Consumer SXSW

  1. 1. © 2013 EXPO Communications | Proprietary & Confidential UNDERSTANDING and LEVERAGING Brand Connected Consumers
  2. 2. © 2013 EXPO Communications | Proprietary & Confidential BRAND CONNECTED CONSUMERS STUDY SUMMARY Of consumers are digitally engaged in some way A smaller, more powerful group of consumers has emerged, termed the Brand Connected Consumer (BCC). 1 out of 4 consumers are BCCs. 25% BCCs are posting to and about brands at least once per a week. 80% BCCs can be found posting on social, retailer, brand properties and more. BCCs shop more frequently than others, and these interactions influences their purchasing habits.
  3. 3. © 2013 EXPO Communications | Proprietary & Confidential • BCCs are actively posting text, photos and videos in a number of places including brand properties, social media and retailer websites. • Making it easy for other consumers to hear from their peers about products that are interested in. • And consumers are looking for information where BCCs are providing it. Where BCCs provide information BCCs ARE TALKING ABOUT BRANDS POSTING FREQUENTLY ACROSS THE WEB
  4. 4. © 2013 EXPO Communications | Proprietary & Confidential BCC – posting information Brand Aware – seeking information How frequently do you post/seek information about each of the following brands? At least once a week % shown 19% BCCs TALK ABOUT BRANDS THEY USE REGULARLY ALIGNING WITH WHAT CONSUMERS ARE SEEKING
  5. 5. © 2013 EXPO Communications | Proprietary & Confidential • Even though 6 in 10 consumers that send messages directly to brands say it’s because they’re satisfied, it’s still important to consumers that they’re acknowledged by the brand in various locations: • On the brand’s social network pages - 80% Feel it’s Important That Their Feedback is Acknowledged • On their personal social network pages - 70% Feel it’s Important • On review sites - 75% Feel it’s Important • And they’re confident that brands both see and value their posts in each of those locations: Resource % that are confident brands see their posts in each location % that are confident brands value information they provide in each location Brand social network pages 83% 87% Personal social network pages 73% 79% Review sites 79% 80% BCCs EXPECT BRAND ACKNOWLEDGMENT CONFIDENT THEIR FEEDBACK IS SEEN
  6. 6. © 2013 EXPO Communications | Proprietary & Confidential • When consumers are satisfied with an exchange they have with a brand • 40% purchase more of from the brand • 2 in 10 will buy the brand for the very first time • Further, satisfied consumers are significantly more likely to recommend the brand to others LISTENING ISN’T ENOUGH THE QUALITY OF A BRAND’S RESPONSE HAS MAJOR IMPACT ON PURCHASE BEHAVIOR 70%stop buying from the brand 30% no effect • 1 in 4 times a consumer is less than satisfied with an online brand exchange, they completely stop buying the brand • 56% of the time a consumer posts a comment because they are dissatisfied, they receive no response from the brand
  7. 7. © 2013 EXPO Communications | Proprietary & Confidential IMPACT SALES DRIVE ENGAGEMENT WITH BCC CONTENT • 3-8x greater CTR vs. standard flash ads • 2x greater increase in purchase intent (target audience) • 7%+ increase in online awareness BCC Content in Ads Build Awareness • 6-36% lift in conversion rate • 8% average lift in cart size (CPG) BCC Content at Retailers Drives Purchase • 1 Million+ earned views • 163% increase in search related views – ‘how to’ keywords • 2X CTR vs. average site visitor • Average View > 2 :30s spots BCC Content at Retailers Drives Purchase
  8. 8. © 2013 EXPO Communications | Proprietary & Confidential BCC SUMMARY THE UNTAPPED EARNED MEDIA OPPORTUNITY • BCCs make up 25% of all consumers • Their engagement ultimately influences other consumer's purchase intent/future shopping behavior • Brands have the ability to enable/empower their BCCs to tell their brand stories • Requires ongoing, strategic effort from the brand