Consumer-Brand Linkage in the
Digital World: The New Age of
Influence
Presented to: 2011 Consumer Brand Conference
March 19th Rollins College
Melinda Smith de Borrero
NA Head Brand & Communications
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It all used to be so simple…
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… the World Ain’t What it Use to Be!
Fragmentation of influence is more difficult for marketers
4I1.01: Usage frequency of SN
Bases: All respondents 48325
Social networking is truly mass-market around the
world
% using social networking
5
Connections on social networks
Brands are becoming part of people’s social
networks!
N10: Brands connected to on social networks / N11: Friends connected to on social networks
Base: All respondents using SN, n=40819
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In rapid growth markets, social networks are a key
source of information on brands; marketers must
align content appropriately across regions
(Global average)
Reasons to join a brand community –
To get more information about a brand
N13: Reasons for potential brand friending?
Bases: 40382
7
What Does This Mean
For Marketers & Brand
Practioners?
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8
Commitment to your brand
Two areas of Brand Power – Mind & Market
Influence – Brand & consumer generated
In a complicated world, marketers need to focus
on the core principles of building strong brands
The role of emotion
9
In a complicated world, you need a framework to provide clarity:
Welcome to the World of Influence 3.0™
Purchase
People
BRAND Generated activity
CONSUMERGenerated activity
Brands
Experience
“Consumer”
Action
Interactions
“Consumer”
Reaction
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The World of Influence 3.0™
Brand Managers need to focus on both dimensions within this framework
Purchase
People
BRAND Generated activity
CONSUMERGenerated activity
Brands
Experience
“Consumer”
Action
Interactions
“Consumer”
Reaction
11
The Vertical dimension focuses on the
relationship between brands and people
People
Brands
12
Understanding Commitment is Different – and
More Powerful – than Measuring Loyalty
Commitment - is the strength of the bond or relationship to the brand.
Commitment can erode long before actual switching occurs (i.e. loyal behavior
continues - a customer keeps buying or using a product for some period of time
before switching) and therefore, it is crucial to understand commitment.
LOYALTY
is about what people do
is about observing purchase and
repurchase behavior
“loyalists” are not necessarily
committed
COMMITMENT
is about how people feel
is about the strength of the
psychological relationship/bond
committed are as loyal as possible
We Know This---- now
what do we do differently
in the digital World!
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The horizontal dimension focuses on the different
sources of influence over the brand-person
relationship
BRAND Generated activity
CONSUMERGenerated activity
Interactions
SEE SEEK SAY
…Using a variety of information sources, including surveys, social media listening,
and clickstream observation
How Can We Help Marketers & Brand
Managers Succeed in the Digital World?
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As marketers are struggling to understand how to
operate in the new marketing eco-system of Influence
3.0™, academics & practioners who look through the
lens of consumer-brand relationship can help lead the
way.
This means that some tried-and-true methods and
practices used in research must evolve. We need to
answer Marketers SO WHAT? And SO WHAT NEXT
questions. For example,
• New & Improved Commitment/Relationship
Metrics --- Survey AND Observational
• How do we quickly gain deeper understanding
on/off-line brand-consumer relationships? We
need to answer the marketers SO WHAT
questions?
Let’s continue our discussion in the upcoming panel.
Some final words…
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INTERESTED IN EXPLORING THE LINKAGE
BETWEEN PEOPLE-BRAND COMMITMENT
AND TRADIGITAL SOURCES OF
INFLUENCE?
REVIEW THE FOLLOW (DEBRANDED)
CASE MATERIAL
AND
LET’S TALK
1717
© Copyright TNS 2010
18
Airline Case Study
Challenge:
How can help
marketers succeed in
the new world using
the consumer-brand
relationships as a
foundation.
We have the data and
some metrics if you
have winning ideas
and time. A
debranded example
follows. 18
19
12 months ago, client set out to
build a new brand in the airline
industry
12 month goal was seemingly
simple
• Build awareness
• Generate buzz
• And start to prevail over inertia
Client situation (Debranded Case)
20
21
20
18
14
12
13
7
8
5
5
3
10
7
3
5
4
5
18
21
20
26
18
21
26
13
30
13
23
16
12
4
41
32
41
38
27
38
42
19
42
18
42
24
16
5
11
20
18
17
39
26
21
59
20
62
29
57
69
89
2
1
52
2
1
1
2
2
1
1
Committed Open Aware UnavailableUncommitted Unaware
Q2 & Q3
Users Non-users
Comp 1
Comp 3
Comp 2
Comp 4
Comp 5
Comp 6
Comp 7
Comp 8
Comp 9
Comp 10
Comp 11
Original Brand
Comp 12
NEW BRAND
SALES But they aren’t getting the trial they need to build
a base of committed users…WHY?
21
The client spent $70,000,000 in Media:
50% of the mix was Digital. Over 4,000,000,000
impressions were served last year!
By contrast, TV was only 30% of the mix -- with
over 2,000 TRPs
SEE
22
12 16
1 4
Recognize TV
AD
Do Not
Recognize TV
AD
Not exposed to
DigitalExposed to
Digital
% Aware of New Brand
+11 +15
+3
+4
+12
Optimum6.97
0
5
10
15
20
0 1 2 3 4 5 6 7 8 910111213141516171819202122232425262728293031323334
# of Exposures
Among Target Market*
% A
war
e o
f N
ew B
ran
d
at e
ach
leve
l of
exp
osu
re
4 billion impression yielded an
average of 29 digital exposures
SEE TV does the heavy lifting in driving the little
awareness we have. Much of the online spend was
essentially wasted
23
SEE At 8 months of age, the brand is still largely
unknown
Total Brand Awareness
24
PositiveNegative
New Brand (a)
Original Brand (A)
Comp 1 (B)
Comp 2 (C)
Comp 3 (D)
Comp 4 (E)
Comp 5 (F)
Comp 6 (G)
Comp 7 (H)
Baseline May-July Aug-Oct Nov-Dec
SAY Nonetheless, the launch has been powerful in
generating buzz
Brand Buzz (%)
25
New Brand discussion
0% 50% 100%
Bailout TARP
Convenience Easeof Use
Customer Service
Fees
FinancialPerformance
Honesty
Online Banking
Rates
Retail Banking
25%
8%
29%
23%
19%
30%
18%
16%
25%
58%
29%
37%
31%
47%
39%
34%
30%
42%
17%
63%
34%
46%
35%
31%
47%
54%
33%
Negative
0%20%40%60%80%100%
Bailout TARP
Convenience Easeof Use
Customer Service
Fees
FinancialPerformance
Honesty
Online Banking
Rates
Retail Banking
25%
9%
18%
14%
6%
21%
7%
6%
9%
50%
36%
45%
21%
45%
26%
43%
36%
42%
25%
55%
36%
64%
49%
53%
50%
58%
49%
Negative NeutralNegative Neutral Positive
Security
On time performance
Finding Low Fares
Booking flexibility
Customer Service
Online Fees
Mishandled baggage
Comfort (more leg room)
Penalty for changes on tickets
Security
On time performance
Finding Low Fares
Booking flexibility
Customer Service
Online Fees
Mishandled baggage
Comfort (more leg room)
Penalty for changes on tickets
SAY The brand stands out – in a good way – from the
rest of brands on topics of interest
Overall travel discussion
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'A better kind of airline is one that really looks at ways of
allowing a customer ease of travel. An airline relationship
is a two way affair and if each fully understands the
function of the other there can be a relationship that
benefits both…’
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SAY Those who talk about the brand have
positive things to say
'Better airline is one
that makes you feel
secure and ensures a
pleasant and on time
flight experience’
'Basically what you've
described is what would be
my perfect airline. I think
you have taken the
customers and put them
first.’
'Everything that New
Brand offers… It is just
great.’
“New Brand seems to
find the best low fares”
‘A better airline website is
user friendly and allows me
to book and check online”
'Customer Service is crucial
which I believe yours is
already excellent at that’
27
2%
5% 5% 6%
11%
7%
15%
9%
25%
3%
7%5%
7%
13%
9%
18%
7%
22%
3%
8%
5% 6%8% 7%
16%
7%
33%
1%
5% 4%6%
14%
7%
17%
6%
0%
20%
40%Baseline May-July Aug-Oct Nov-Dec
Original
Brand
Comp 1 Comp 2 Comp 5Comp 3 Comp 4 Comp 7New
Brand
N/A
Comp 6
SEEK Those who know them want to try them
Airline Consider Switching to
28
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
ING Direct BAC Ally Capital One Wells Fargo Chase Citibank HSBC Direct Wachovia US Bank E*TRADE
Customers - Oct '09 Customers - Nov '09 Customers - Dec '09
Non Customers - Oct '09 Non Customers - Nov '09 Non Customers - Dec '09
READ AS: New Brand attracted
434,187 non customer prospects in
October of 2009
Comp 1 Comp 2 NEW BRAND Comp 3 Comp 4 Comp 5 Comp 6 Comp 7 Comp 8 Comp 9 Comp 10
SEEK And they’re checking them out online
Q4 prospect volume trend by company
2929
© Copyright TNS 2010
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