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Can Social Media Show you the Money? (brandgym research paper 6)


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Can Social Media Show you the Money? (brandgym research paper 6)

  1. 1. September 2012 BRANDGYM RESEARCH PAPER 6 By David Taylor Managing PartnerCan social mediashow you the money?
  2. 2. www.thebrandgym.comCan social media showyou the money?About the researchIn this, our 6th global survey, we ask “Can Social Media Show you the Money?”.The first part of the research was with over 100 senior marketing professionalsacross Europe, Africa, Asia, the USA and Latin America, covering a broad rangeof sectors. In addition, we did research with 1000 consumers each in the UK andUSA, to compare their actual use of social media* with how marketers think theyuse it. Read on to see how wrong most marketers are! The brandgym partnersWe have brought to life the findings with examplesfrom our work on brandgym projects, and throughinteresting case studies we have come across inour blogging and book writing.* To clarify, this study focuses on the creation of contentusing social media (e.g. Facebook pages, Twitter feeds)and not online advertising on social media sites.IntroductionSocial media is a red-hot topic today. Social media How social is your brand?: accepting the limitations ofis sexy, shiny and new. And it’s also a bit scary, with social media, what role can it play for your brand?headlines screaming that the whole world of marketingis changing, and that ‘old’ media like TV advertising is What consumers really want: the real reasons for consumers using social media from brands are not whatdead. However, data on the brand and business building marketers think.effects of social media is thin on the ground. Key platforms :We felt it was time to cut through the hype and hysteria Which social mediaaround social media, to better understand the role it can channels to focus Hype Moreplay. We wanted to find out: “Can social media show Hype on, and the money?” SOCIAL MEDIA MARKETINGIn this paper we look at the following areas: Why social media is hot: what are the key drivers ofsocial media usage by marketing teams? Even MoreThe limitations of social media: why social media has Hypea limited role and is far from replacing “old media”.1 | SEPTEMBER 2012 | BRANDGYM RESEARCH PAPER 6
  3. 3. www.thebrandgym.comPart 1: Why socialmedia is hotIt’s what cool brands do:The research confirms our belief that the key driver of social media usage by brands today is fashion,not facts. ‘Keeping up with trends’ was by far the main reason given by marketing directors for theiruse of social media. This scored much higher than any hard evidence, or even gut feel, on the businessbuilding effect of social media. Main driver for companies’ use of social media 19% Evidence of tangible business benefits Gut feel on business 59% benefits 21% Keeping up with latest marketing trendsIt’s good for business (we hope):Given the lack of evidence, a surprisingly high 58% of marketing directors believed social mediawas a driver of business growth, although most of these saw it having a minor role (33%) ratherthan a major one (25%). Role played by social media 9% 25% Key driver of business growth Minor driver of business growth 32% Helps with brand image No impact on brand or business 33%Action point: Cut through the hype and refuse to be a follower of fashion.Base your use of social media where possible on hard facts about what it can do for your businessand brand.2 | SEPTEMBER 2012 | BRANDGYM RESEARCH PAPER 6
  4. 4. www.thebrandgym.comPart 2: The limitationsof social mediaSensationalist, scare-mongering messages about the demise of TV advertisingand the rise of social media are popular headline-grabbers. In reality, socialmedia has a limited role to play, and conventional media is far from dead.Social media has limited reachThe key driver of brand growth is penetration: having as many people as possible using you at leastonce a year. Loyalty measures, such as frequency of purchase, are actually similar between brandsin a given category. Therefore, the key to growth is reaching as many people as possible, especiallylight and non-users, to drive penetration . And this is where social media has serious limitations.Our consumer research shows that Impact of social media on brand useover 80% of people were already (% of people who say staying in touch with brands is important)using a brand before they startedinteracting with it on social media,with less than 20% new users. Thismeans social media has a limited role Already buying US 83% 17%in driving penetration of your brand as brand before usingyou’re talking mainly to existing users. its social mediaAnd if you think you can make them Started buyingmore loyal, you are fighting the facts brand after using its social mediaof brand growth: loyalty levels acrossbrands are similar in a given category. GB 86% 14%This means that trying to grow shareby Increasing loyalty is a losing game. 0% 20% 40% 60% 80% 100% The limited reach of social media is shown by Coca-Cola. Its Facebook following of c.40 million fans seems huge. However, the following shows this is not quite true: • Coca Cola worldwide users: 4 billion • Facebook reach of users = c.1% And as only c. 15% of fans are likely to be new users, based on our research above, this means a potential increase in penetration of only 0.15%.3 | SEPTEMBER 2012 | BRANDGYM RESEARCH PAPER 6
  5. 5. www.thebrandgym.comPart 2: The limitationsof social mediaAdvertising is far from deadAdvertising, especially on TV, is far from dead. “Old” media still has the central role to play for mostbrands, for several reasons:• Reach: advertising has the reach you need to drive penetration.• ROI: TV advertising has the highest ROI of any medium, according to econometric research by Thinkbox. And this ROI is actually up +22% in the last five years, owing to growing commercial TV viewing and lower costs.• Plannable: conventional advertising allows you to plan the size and targeting of your audience In contrast, social media is a lottery. Its impossible to predict how many people of what target will like your Facebook page or watch your YouTube video.• Ignition: most viral online success stories were originally driven by TV advertising. For example, Old Spice’s ‘ The man your man could smell like’ (41 million+ YouTube views), was ignited with the most conventional form of ‘old’ media there is: a TV advert in the Superbowl. What about word-of-mouth? Word-of-mouth is often portrayed as a key reason for brands to be active on social media. In reality, 90% of word-of-mouth conversations about brands still take place offline, primarily face-to-face, according to research by Ed Keller and Brad Fay. As they say, ‘Online social networks are far from the Holy Grail of marketing. A far bigger and more powerful force is real world, face- to-face conversation’.Action point: Ignore the hype about the demise of “old fashioned” marketing, it still hasa key role to play for most brands. In reality, social media has a supporting role in amplifying yourmarketing, given its limited reach and the inability to plan the size and nature of the audience.4 | SEPTEMBER 2012 | BRANDGYM RESEARCH PAPER 6
  6. 6. www.thebrandgym.comPart 3: How social isyour brand?Accepting the limitations of social media, what role can it play for your brand? To start with,you need to get real about the role of brands in general in peoples’ day to day lives. Only 7% ofUK people saw social media as being very important for staying in touch and interacting withbrands, with the US slightly higher at 14%. This is dwarfed by the importance of friends and family(39%/50% in the UK/US). These results help explain why people like on average only 9 brands onFacebook, compared to an average of 200+ friends.How social is your Use social media to stay in touch/interact with... (% Very Important)brand? 60%Even within this minor role for brands, 50% 50%not all brands are equal. In the leaguetable of brands liked on Facebook, 40% 39% GB USconsumer goods products come rock 30%bottom (8%), in research by DDB. Atthe top were brands from media (55%), 20% 16% 14%charities (51%) and fashion (46%). 9% 10% 7%These results reflect the fact that mostbrands are just not that social. If social 0% Friends/Family Hobbies Everydaymedia is a virtual pub or cafe where products/servicesconversations happen, would people talkabout your brand? Would people wantto read your brand’s weekly magazine,or watch its daily TV show? If your brand Social media usage in P4Weeksis closer to pasta sauce than Prada, then 100%the answer is probably a resounding ‘no’. 90%How young is your 80% 70%brand? 60% 50%A further point to bear in mind is how 40%important younger people are to your GB 30%brand, given their higher usage of social USA 20%media. If you are a brand like Axe, Nike 10%or Levi’s where this a key audience, 0%social media will play a bigger role. TOT 16-64 16-24 25-34 35-44 45-54 55-645 | SEPTEMBER 2012 | BRANDGYM RESEARCH PAPER 6
  7. 7. www.thebrandgym.comPart 3: How social isyour brand?Can you sell online?A final factor to determine the role social media can play for your brand is the link to selling morestuff. If online is a key sales channel for your brand, then social media can be a revenue driver, notjust a communication medium. An example of a brand like this is The X-Factor, a reality TV singingcontest, similar to Idols in other markets.The brand’s UK Facebook page had a whopping 3.7millionfans and it helped generate online revenue by peoplebuying iTunes tracks of the week’s songs and byencouraging mobile phone voting for who stays on the show.In contrast, for consumer goods brands the link to sellingmore of the core is much more in-direct. The best anFMCG brand can do is link to an online shopping site, butthis is still a niche channel, accounting for only 3% of thegrocery market. X-Factor / Idols TV show Lynx / Axe Kellogg’sBeermat business plan: How social /10? 8 6 2You can score your brand out of 10 on the How online /10? 5 1 1 How young /10? 7 9 2questions posed in this section. In this highly TOTAL /30 = %Budget 20% 16% 5%sophisticated media model, the total scoreis the % of your budget to spend on social % of time/budget allocated to social mediamedia, as shown in the example on the right. % Team 70% % Budget 60% 60%The score for Kellogg’s is in line with our 50% 47%survey, with 2/3 saying they are allocating 40%less than 5% of their budget or less to social 32%media. The % of team time allocated is 30%higher, with half allocating 5%+ to social 20% 17% 13%media, confirming the labour-intensive 9% 10% 5% 7% 7%nature of creating a stream of content. 3% 0% 0% 1-5% 5-10% 10-15% 15%+Action point: Don’t spend more than 5-10% on Social Media, unless youare a social brand, selling online. Evaluate how social your brand is and the importanceof online sales. For most everyday brands this will show that social media should take up no morethan c.5-10% of your time and money.6 | SEPTEMBER 2012 | BRANDGYM RESEARCH PAPER 6
  8. 8. www.thebrandgym.comPart 4: Whatconsumers wantConsumers DON’T want a conversation with brandsAssuming you are going to allocate some time and money to social media, how best to use this?What do consumers want from your brand? Well, here Marketing directors seem to be out of touch.About 1/3 of marketers believe that consumers want a 2-way conversation with brands. This raisesexpectations about how involved consumers want to be in creating content themselves. In reality, amere 5% of consumers said they used brands’ social media for this reason.In contrast, desire for useful information and deals is much higher than marketers think. This meansyou need a stream of distinctive, relevant content and attractive promotional offers to be active onsocial media. Why consumers use social media from brands 45% 41% 40% 35% 32% 30% 29% 29% 27% 25% 25% What Consumers Do (GB/US) 20% What Marketers Think 15% 12% 10% 5% 5% 0% Useful, helpful Getting deals/ Interesting, 2-way info on brands promotions entertaining “conversation” brand-created with brands content99% of consumers don’t interactThe low interest in 2-way dialogue is confirmed by data on the top 200 brands on Facebook, doneby the Ehrenburg Bass Institute (EBI). Only 1% of people who liked a brand’s Facebook page wereinteracting with it, based on the metric “People Talking About This” (total likes, posts, comments,tags, shares). In other words, 99% of people were on the brand’s Facebook page to consumecontent, not create it.7 | SEPTEMBER 2012 | BRANDGYM RESEARCH PAPER 6
  9. 9. www.thebrandgym.comPart 4: Whatconsumers wantContent is kingBrands need to create a stream of distinctive, relevant content on social media, and this has severalimplications. First, this needs a new skill-set. You may need someone with writing or journalisticexperience to lead the creation of brand content, either in your team or an agency partner. And, likea newsroom, you have to react on the spot to important events and consumer comments. Marks &Spencer work on a 2-hour response time to comments in social media, for example.Content creation, talent and speed were all seen as beingdifficult for over ½ of our marketing directors, topped only bythe challenge of proving ROI.The key challenge for a newsroom is to have a stream ofinteresting, impactful news that can make headlines. This iswhere brands with large ranges of products and services, suchas retailers, have an advantage of more to talk about than thelimited offer of most product brands. The Gatorade ‘newsroom’ - monitoring social media in real time. Social media challenges100%90%80%70% 54% Extremely difficult60% 18% Difficult50% 25% 13%40% 10%30% 49%20% 37% 34% 39% 34%10% 0% Proving ROI Right talent to Creating relevant Quick response Which social create content content linked to consumers media channels to my brand to focus onAction point: Content is king - hire an editor You need an editor to lead contentcreation: you may have to hire in or sub-contract to someone with writing or journalistic experience.8 | SEPTEMBER 2012 | BRANDGYM RESEARCH PAPER 6
  10. 10. www.thebrandgym.comPart 5: Which socialmedia platform?With a better understanding of what Extremely important social media platforms: Marketing Directorsconsumers want from social media,where should you focus your limitedtime and money? After all, social mediaenthusiasts like to scare us by showingan ever expanding plethora of platforms.Our marketing director survey confirmedour belief in a focus on Facebook and asupporting role for Twitter and YouTube.Brands’ own websites also came out asbeing extremely important. has by far the biggest audience (900 million) and give more ability for brands tocreate interesting content. The key challenge on Facebook is creating bite-sized bits of compellingcontent, given that 90% of people consume brand content as part of their ‘news feed’, not onthe brand’s Facebook page as you might expect. You have to stand out amongst the news from aperson’s c.200 friends to be seen. has a much smaller role to play, given its even more limited reach. It has fewermembers (300 million). And brands play an even smaller role than on Facebook: the UK’s top 10brands Twitter following is only 1% of their Facebook following. The main role of Twitter for brandsis a new-age helpline, most relevant for complex service brands, and following celebrity CEOs. Forexample, the CEO of US retailer Zappos, Tony Hseieh, has 2.4 million followers, almost 200 timesthe following of Whilst every marketing director dreams of a YouTube sensation that ‘goes viral’,we suggest that viral success should be seen as a bonus to your conventional media plan, not themain objective. Firstly, the key drivers of virality seem to be sex, humour and “spectacle”, and thesemy not fit with your brand. And more importantly, YouTube success is a lottery. For every viralsuccess, many more films fail to fly.Action point: Focus your effort on the platform that has the biggest reachwith your consumers For most brands that’s likely to be facebook.9 | SEPTEMBER 2012 | BRANDGYM RESEARCH PAPER 6
  11. 11. www.thebrandgym.comPart 6: Beyondsocial media“What’s our digital strategy?” is the wrong questionSocial media is only one aspect of the digital world brands operate in today. In fact, “What’s ourdigital strategy?” is the wrong question. A better question is “What’s our strategy for a digital world”,as this opens up opportunities beyond social media.For example, we worked with the Carling Black Label brand in SouthAfrica on a digitally-empowered activation called “Be the Coach”.This allowed soccer fans to vote via mobile phones to actually pickthe teams for a special cup match between South Africa’s top 2teams, the Kaiser Chiefs and The Orlando Pirates.An amazing 11 million votes were cast in 7 weeks. And the campaignhas helped improve brand imagery, most often used and volume.During the match fans could vote via SMS for the player theywanted to substitute. Other examples of digitally enabled brand activity include the Nike+ alliance with Apple that allows you to track your runs with your iPod or iPhone, and Gillette’s launch of an online subscription service for getting re-fill razor blades.Conclusions beyond social mediaAction point: ThinkBigger opportunities may“Can sociallookingshow you social media to jury is still out. On the upside,ideas.In response to the question come by media beyond the money”, the other digitally empoweredsocial media can amplify the rest of your marketing mix with limited extra budget, though you need to investin people to create great content. However, you need to cut through the hype to understand exactly whatrole it can play, and avoid feeling pressurised to “just do it” to keep up with marketing fashion. Specifically:• Social media’s supporting role: given its limited reach, social media is far from replacing “old media” and is rather there to amplify the rest of your mix.• Most brands are not social or online: if your brand is closer to pasta sauce than Prada, social media should probably use less than 10% of your budget.• Content is king: most consumers want interesting content, not interaction, and you need a “new team” to create this.• Focus on Facebook: it has the biggest audience and opportunity for creating content. Twitter is tiny. And YouTube viral videos are a lottery.• Think beyond social media: there may be other, bigger digitally-powered opportunities to build your brand and business.10 | SEPTEMBER 2012 | BRANDGYM RESEARCH PAPER 6
  12. 12. www.thebrandgym.comBrand Leadership Coaching• We are a network of 6 senior brand coaches helping companies gain and retain brand leadership.• Our Turbo Marketing approach helps teams develop effective marketing plans including relevant social media and other digitally empowered opportunities: • Use fresh insight fuel as inspiration • Create a series of integrated “chapters” of your brand story • Build brand properties to boost marketing effectiveness • ‘Follow the money’ approach anchors plans on business issues • Build team energy and alignment through a collaborative, cross-functional process• Additional brandgym services include Brand Vision to Action and Brand-led Innovation• We have published 6 books on brand leadership including the updated version of the brandgym, Amazon’s best-selling management book• Our track record with leading companies includes SAB Miller, Sainsbury’s, LVMH, Danone and Kraft. David Taylor (Managing Partner) David Nichols (Managing Partner) Diego Kerner (Latin America) M: + 44 (0) 7789 202 564 M: +44 (0) 7787 148 806 M: + 54 (9) 11 5 058 5900 E: E: E: Anne Charbonneau (Benelux/France) Silvina Moronta (Latin America) Prasad Narasimhan (Asia) M: +31 611 64 34 07 M: +54 (9) 3436612393 M: +91 8951939090 E: E: E: prasad@thebrandgym.com11 | SEPTEMBER 2012 | BRANDGYM RESEARCH PAPER 6 | DESIGNED BY SwaG |