SlideShare una empresa de Scribd logo
1 de 36
Descargar para leer sin conexión
BRAND CONNECTED
CONSUMERS
Research Findings
Table of Contents
•   Objective
•   Methodology
•   Expo Panel Note
•   Executive Summary
•   Who are Brand Connected Consumers?
•   What are Brand Connected Consumers doing online?
•   Why should I care about the Brand Connected Consumer?
•   How can I engage with Brand Connected Consumers?
•   Summary
•   Appendix
    A    di
Objective

Economics have evolved! Shopping has circumvented
brick and mortar. The stage is global, the medium is
digital!”
While we all understand the general importance of digital
communication, what we don’t know is:
     • When consumers connect
     • Why consumers seek and provide brand information
     • How impactful online engagements can be on consumer
       behavior
We set out to determine just that.
Methodology

By surveying populations of both engaged consumers and members of the
general population, we hoped to provide clear insights on when, where and why
consumers engage with brands in order to determine just how impactful those
connections are and how valuable brand connected consumers can be.

Our study incorporated both quantitative & qualitative methodologies:

Quantitative: Online survey, 20 mins. in length. Fielded U.S. respondents from
                          y,                g                    p
   (2) separate panels
     •   EXPO sample: n= 699

     •   Gen. pop
         Gen pop. sample: n=300

Qualitative: (3) Online video focus groups, 1 hour in length. Fielded respondents
   from EXPO panel
EXPO Panel

We found that respondents from the EXPO panel differed significantly from
members of the general population. Generally speaking, they reported stronger
digital attitudes compared to gen. pop. and were more likely to post information
after using a product. Therefore, we analyzed the data using (4) segments:


•   Brand Connected Consumers:
      • Hyper BCCs– Members of the EXPO panel (n=346)
      • BCCs– Members of the Gen. Pop. panel (n=84)

•   Brand Aware:
      • Hyper Brand Aware– Members of the EXPO panel (n= 302)
      • Brand Aware– Members of the Gen. Pop. Panel (n=184)


**Note: For this study, we support general insights using gen. pop. data in order to ensure the
generalizability of the study’s findings. However, we do illustrate important findings based on
EXPO data in various locations”
**Sample Caveat: Duplicate submissions, error-filled submissions, and non-connected consumers were removed from the
analysis, which accounts for the 51 removed EXPO respondents and the 32 removed Gen. Pop. Respondents**
    y ,                                               p                                  p     p
Executive Summary
Our study finds that 80% of shoppers are digitally engaged with brands in some way
                                                                                way,
whether just searching for brand information or posting about their experiences with
brands. However, some consumers, termed ‘Brand Connected Consumers’ (BCCs), are
more connected than others, and can have a great impact on the public opinion and the
potential sales of a brand.

BCCs post to and about brands frequently (at least once per week) filling cyber-space
with their experiences and opinions of brands and products with the main goal of
helping others make good purchase decisions. Coincidentally, we find that the places
BCCs are providing information are the exact places where other consumers are
searching f it making th
      hi for it,    ki these BCC very i fl
                              BCCs        influential overall.
                                                 ti l      ll

We also discover the impact of online interactions with brands. When consumers reach
out to brands, the brand’s response (or lack thereof) can have serious ramifications on
the consumer’s buying behavior. Responding in a less than satisfactory way can result
in losing a customer, while simply acknowledging a customer’s comment can lead to
new customers or increased business with existing customers. Moreover, the more
satisfied a consumer is with a brand interaction, the more likely they are to post about
the brand and recommend that brand to friends and family. Bottom line, brand
interactions can impact buyer behavior.

The more engaged the consumer is and the more frequently they communicate, the
more valuable they are to brands. Brand Connected Consumers are passionate about
brand engagement and they should be leveraged as a resource by brands. By
satisfying the BCCs’ need for acknowledgement, the brand can instantly g
      y g                              g      ,                      y generate
positive buying behavior, PR and word of mouth marketing.

                                                                                           6
WHO ARE
BRAND CONNECTED
CONSUMERS?




                  7
Most consumers digitally engage with brands in
       some way; however some consumers engage
                 however,
       more than others              Within the 80% segment, there are
80% of consumers                              varying degrees of digital
p
perform at least ( )
                   (1)                        engagement, with the most important
of the following (3)                 25%      and influential group being Brand
activities at least                  BCC      Connected Consumers
once per month                                • 100% of these BCCs post both to and
• Posting messages                              about brands at least once per week.
  about brands
  anywhere online
  (e.g. – on
  blogs, websites, etc.)
• Looking for
  information like
  messages,
  messages videos or           55% Brand Aware
  pictures about
  brands online (e.g. –
  on blogs, brand
  websites, YouTube,
  etc.)
• Posting messages
  directed at brands on
  social networks (e.g.
  – On
  Facebook, Twitter, et
  c.)
                              20% Not Connected
Demographically, Brand Connected
Consumers are young, educated and part of a
traditional family
•   More likely to be female
•   Younger than other consumers
     o   Nearly 6 in 10 are between 18 and 34 years old
• Are completely responsible for their household’s weekly grocery
                                       household s
  shopping
• She’s employed
• Has an average Household Income
• Is educated
     o   6 in 10 have at least some college experience
•   Lives in a family household
     o   More than half have 3+ people in household
     o   Tend to have 1 or 2 kids in their household
BCCs
BCC are very engaged with b d and
                   d ith brands d
shopping

They shop, seek information and post information more frequently
than others across retailers and categories because:

•    They
     Th are i innovators
                      t
    • They always know about the latest technology and products
    • They are far more likely to search for and trust the information
      online, both from consumers and brands
            ,

    •   They are informants
        • They are far more likely to share information with others online;
          an activity they very much enjoy
        • They are regularly approached to share their advice and
          experiences with products
They
Th engage at all ti
           t ll times th
                      throughout th path-to-
                            h t the th t
purchase
                   BCCs
                          •   BCCs look for information and post to
     Before they
     buy a
                              and about brands both before and after
     product       64%        they have purchased a product
                          •   Interestingly, 8 in 10 BCCs engage with
                              brands in their free time, even when they
     After
                              are not in shopper mode because of their
     they’ve
     th ’                     innovator and informant status
     used a
     product
                   43%


     In their
     free time
     / just for    79%
 !   fun




                          Data Shown: % engaging in at least (1) brand-connecting activity
WHAT ARE
BRAND CONNECTED CONSUMERS
DOING ONLINE?




                            12
BCCs
BCC use many diffdifferent social media websites,
                         t    i l   di    b it
and are using them more frequently than others
                             How frequently do you use each of the
                                 following social media sites?
                                     BCC vs. Brand Aware
100%

 90%
                                                                                          5%
                                                                                         11%
 80%
                                                                       10%
 70%                                                                            8%
 60%                                                                   20%      8%
                                                 6%
 50%
                     14%                         17%      19%
 40%                                                                                     80%
 30%                 14%                                                       58%
                                                          22%          51%
 20%                                             37%
 10%                 23%        5%
        4%                      5%                        13%
        4%                      5%
 0%     3%
       Brand         BCC       Brand             BCC     Brand         BCC     Brand     BCC
       Aware                   Aware                     Aware                 Aware

             Pinterest                 Twitter                  YouTube           Facebook

                           Every day     A few days each week    Once a week
Regardless of the occasion, or even the category
 they are shopping for, BCCs are looking for
 information in a variety of places
                                                                          For Everyday
For Special Events        For Big Ticket Purchases
                                                                           Purchases




Family / Friends (50%)        Family / Friends (47%)                     Family / Friends (60%)




Online Retailers (42%)        Brand Websites (39%)                      Retailer Websites (50%)




Retailer Websites (40%)      Online Retailers (37%)                            TV (46%)

                               **Note: Hyper BCCs are far more likely to use resources for both
                               big ticket and everyday purchases compared to gen. pop. BCCs
BCCs
BCC fill cyber-space with many t
            b         ith      types of
                                      f
information
                   How frequently do you use each of the following activities online?
 Post text messages about products or services
                                                              47%                  15%           12%
                             anywhere online
   Post pictures about brands anywhere online               38%                 21%         7%

     Post videos about brands anywhere online           31%               19%         8%

                                                 0%   10%   20%     30%   40%   50%        60%    70%   80%

                             Every day     A few days each week      Once a week

And they share this information (predominantly their ‘good experiences ) in a
                                                      good experiences’)
great many places, including on:
     • Facebook (87%)
     • Retailer websites (85%)
     • Online retailers (e.g. – Amazon.com) (80%)
     • Brand websites (74%)
     • Blogs (63%)
     • Review sites (63%)
     • YouTube (57%)
         ou ube (5 %)
     • Twitter (55%)
WHY SHOULD I CARE ABOUT
BRAND CONNECTED
CONSUMERS?




                          16
BCCs are important because they are influential
They provide the information that all consumers seek
• BCCs frequently inject their opinions of brands into the cyber-sphere
     •   8 in 10 BCCs post messages both about and directly to brands at least a
         few times a week
•   As the majority of consumers feel it’s important to hear about the
                j y                            p
    experiences of others before they buy a product, other consumers
    are likely to be looking for information that the BCC is providing
     •   7 in 10 consumers agree that it’s important to hear about the
         experiences of others before making a purchase
     •   More than half of other consumers look for brand information at least
         once a month

Their attitudes towards brand interactions can significantly impact
purchase intent
• Dissatisfactory responses can result in lost sales opportunities while
  satisfactory responses can result in increased sales opportunities
All consumers want information to find “the truth,”
  gauge quality and di
             lit   d discover savings, and BCC
                                  i      d BCCs
  enjoy providing information to educate others

                                                           “To help others.”
        “To save time and money
       while finding the best quality                          “I want people to be informed.”
        product to suit my needs.”
                                                  “So th
                                                  “S other people can make a d i i
                                                                l         k    decision
“To see reviews and see       “The information    based on my (and others) experiences.”
what how companies are       among customers
 responding/customer          is less biased.”                       “I think people want to know.”
       service.
       service.”
                                                       “To show my appreciation.”
               “To see others
          experiences before I buy.”


                           “Why do you
                           search for brand
                           information?”         “Why do you post
                                                 information about
                                                 brands?”
                                                 b d ?”
Consumers are l ki f i f
C              looking for information where
                                  ti    h
BCCs are providing it




                           Where BCCs provide information
The quality of a brand s response can have a
                 brand’s
major impact on the consumer’s purchase
behavior
•   1 in 4 times a consumer is less than satisfied with an online brand
    exchange, they completely stop buying products or services from the
    brand

•   When consumers are satisfied with an exchange they have with a brand 4 in
                                                                       brand,
    10 report purchasing significantly more of the brand’s products or services,
    and 2 in 10 will buy the brand’s offerings for the very first time

•   Further,
    Further satisfied consumers are significantly more likely to recommend
    to others that buy the brand’s products or services


                                                  “Whoa!”
                                                  “Wh !”
The b d’
Th brand’s response t negative posts can
                     to    ti     t
have an even bigger impact

When brands fail to respond to negative posts it will most likely result in
lost sales:


                                                   30%
                                                 no effect




                      70%
                        stop buying
                      from the brand
                                                **Note: 56% of the time a consumer
                                                posts a comment because they are
                                                unsatisfied, they receive no brand
                                                response
                                                response**
HOW CAN I ENGAGE WITH BRAND
CONNECTED CONSUMERS?




                              22
First, you must look for them where they are
posting information
Remember, BCCs post to a variety of places, but Facebook
dominates
                        To
                        T post personal opinions:
                                      l i i




   To post questions:




                            **Note: Qual suggests consumers know when to give feedback and
                           when it won’t be worth their while, based on the quality of the page**
Then you must provide good customer service
and quickly respond to BCCs’ posts in order to
                       BCCs
avoid lost customers
•     Even though 6 in 10 consumers that send messages directly to brands say
      it s
      it’s because they’re satisfied it’s still important to consumers that they’re
                   they re satisfied, it s                                  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%)

        •   On review sites (75%)

•     And they’re confident that brands both see and value their posts in each of those
      locations:
      l   ti

                                    % that are confident brands see       % that are confident brands value
             Resource
                                      their posts in each location    information they provide in each location


    Brand social network pages                  83%                                    87%
    Personal social network                     73%                                    79%
    pages
    Review sites                                79%                                    80%
Acknowledging BCC ’ i easier th you thi k a
   A k     l d i BCCs’ is     i than       think,
   simple “Thank You” often does the trick
“How would you have liked
the brand to have responded
to your post?”…
                               “I would love for them to
                               make me feel important”
                                                                   “Just saying they
                                                                   appreciate my business”
                                                                                   business
                     “Simply liking my post would
                     make me happy”               “Thank me for my comment”

                                   “With a nice reply or comment”



                        •     BCCs want to feel that the brand cares about them. “Thank Yous”
                              and personalized messages are appreciated
                        •     They are dissatisfied by standardized messages and simple
                              contact information
                               •   Respondents less than satisfied by a brand’s response were nearly 3 times more
                                   likely to have received contact information for the consumer to reach back out to
                                   the brand compared to consumers that were satisfied (33% -> 13%)
IMPLICATIONS
AND FINAL TAKE-AWAYS




                       26
Conclusions
C   l i
BCCs are extremely important
                       Each digital connection is an opportunity to
                       grow the brand

                       • All consumers want and need brand
                         information, and BCCs are often the
                         source of that information

                       • BCCs attitudes towards brand interactions
                          can significantly impact purchase intent of
                          both themselves and others

                       • Ultimately BCCs act as brand
                         Ultimately,
                         journalists…

                            …And what they publish depends on
                                                 THE BRAND
APPENDIX
Shopping Behavior
       How frequently do you shop at each of the following retailers?
                 At least a few times a month % shown

           Walmart                                     83%
                                           56%
         W l
         Walgreens                              64%
                                  26%
      Dollar General                            62%
                             14%
       Family Dollar                        60%
                            8%
             Target                        55%
                                         47%
               CVS                        49%
                                  27%
       Amazon.com                        47%
                                         45%
             Kroger                 33%
                                  26%
             Costco                30%                   BCC
                            10%
        Sam's Club                29%
                            9%                           Brand
                                  25%                    Aware
           Safeway          9%
                       0%   20%    40%    60%    80%    100%
BCCs seek information to a greater degree
      than Brand Aware consumers
                      How frequently do you search for information about each of the following
                                                     brands?
90%                                       At least once a week % sho n
                                                            eek shown
       79%
80%               74%

70%
      BCC
60%                            56%
                                            53%
                                                        51%         49%
50%
       40%        40%
40%                                                                            36%          35%
                                                                                                       31%        29%
30%                                         27%
      Brand Aware              23%                      21%
                                                                    19%
20%

                                                                                             9%                   10%
10%                                                                             6%                      6%

0%
       Stores   Grocery /    Electronics Restaurants    Service    Apparel   Baby / kid     Home       Luxury   Car brands
                household
                h     h ld     brands
                               b d                     providers
                                                           id      brands
                                                                   b d        brands
                                                                              b d         appliances
                                                                                             li        brands
                                                                                                       b d
                 products
BCCs also post information to a greater
      degree than Brand Aware consumers
                      How frequently do you post information about each of the following
                                                   brands?
60%                                    At least once a week % shown
      55%
                 52%         51%          49%        48%         48%
50%

        BCC
                                                                               40%
40%                                                                                         38%         38%

                                                                                                                     30%
30%




20%
      Brand Aware
                 15%         14%
      13%
                                          11%        10%
                                                                  8%                        9%
10%                                                                                                      7%          7%
                                                                               4%

0%
      Stores   Grocery /   Restaurants    Service    Apparel   Electronics     Home     Luxury brands Baby / kid   Car brands
               household                 providers   brands      brands      appliances                brands
                products
Special Events (Holidays, Birthdays, etc.) deep dive

                       % of shoppers that use each resource to get product
                             information for special event purchases
             Family/friends
             F il /f i d                                                    %
                                                                          50%

           Online Retailers                                         42%

          Retailer Websites                                    40%

           Brand Websites
             a d ebs tes                                      38%

                 Facebook                                     37%

                        TV                              32%

                Magazines                              30%
                                                                                      Family & friends are the go to for
                                                                                                                 go-to
               Newspapers                         27%                                 advice on special event
                                                                                      purchases. However more than
                     Blogs                        26%
                                                                                      1/3rd of consumers also report
Discussion boards or forums                      24%                                  engaging with retailer
                                                                                      websites,
                                                                                      websites brand websites and
              Review Sites                       24%
                                                                                      Facebook, which are all locations
                  YouTube                  19%                                        filled with information provided by
                                                                                      BCCs
                    Twitter               17%

                  Pinterest              15%

                              0%   10%   20%      30%        40%      50%       60%
EXPO ANALYSIS
WHY EXPO MEMBERS ARE MORE
VALUABLE




                            33
EXPO Panelists tend to mirror the relationships of
    the general population
                                                   EXPO Brand                   Brand
                  EXPO BCCs        BCCs              Aware                      Aware
    Before they
    buy a
    product         80%            64%                    82%                    74%


    After
    they’ve
    used a          79%            43%                   76%                     52%
    product




    In their
    free time
    / just for      85%           79%                    65%                     52%
!   fun




                              Data Shown: % engaging in at least (1) brand-connecting activity
However, overall, EXPO members are more likely
    to post both to and about brands compared to the
    general population
                                         EXPO                           EXPO Brand                Brand
                                                        BCCs
                                         BCCs                             Aware                   Aware
    Before they    Post to Brands        55%              37%                  33%                   21%
    buy a
    p
    product        Post about Brands     45%              33%                  23%                   25%
                   Look for Brand info   77%              57%                  80%                   73%



    After         Post to Brands         71%              42%                  68%                   55%
    they’ve
    used a        Post about Brands      73%              33%                  71%                   56%
    product       Look for Brand info    42%              23%                  22%                   11%




    In their      Post to Brands         72%              68%                  48%                   38%
    free time     Post about Brands      74%              67%                  51%                   33%
    / just for
!   fun           Look for Brand info    71%              61%                  44%                   38%



                                          Data Shown: % engaging in at least (1) brand-connecting activity
The Value Equation

•   When a consumer chooses to engage a brand, the feedback (or lack
    thereof) can have a tremendous impact on their behavior
     •   Satisfaction with a response can create trial / increased purchases

     •   Dissatisfaction with response / ignoring negative feedback can end the consumer-
         brand relationship

•   When consumers are satisfied with the brand’s response, it
    increases th lik lih d th t th will recommend th b d’
    i         the likelihood that they ill         d the brand’s
    products or services to others
•   EXPO members are posting to and about brands more frequently
    than even gen pop BCCs, which means there is a greater
                      BCCs
    opportunity for brands to connect, satisfy and encourage these
    consumers to communicate their experiences across cyber-
    space

Más contenido relacionado

La actualidad más candente

The Mobile Shopper - From Armed to Charmed presentation
The Mobile Shopper - From Armed to Charmed presentationThe Mobile Shopper - From Armed to Charmed presentation
The Mobile Shopper - From Armed to Charmed presentationOgilvy
 
Placecast Mobile Marketer Webinar 07-27-10
Placecast Mobile Marketer Webinar 07-27-10Placecast Mobile Marketer Webinar 07-27-10
Placecast Mobile Marketer Webinar 07-27-10Kathryn Koegel
 
Measuring M-Commerce Maturity: A Must Do in a Mobile Enabled World
Measuring M-Commerce Maturity: A Must Do in a Mobile Enabled WorldMeasuring M-Commerce Maturity: A Must Do in a Mobile Enabled World
Measuring M-Commerce Maturity: A Must Do in a Mobile Enabled WorldCognizant
 
Defection Dilemma Final
Defection Dilemma FinalDefection Dilemma Final
Defection Dilemma Finalguest0aa935
 
2015 Guide to Integrating Mobile Shopper Marketing
2015 Guide to Integrating Mobile Shopper Marketing2015 Guide to Integrating Mobile Shopper Marketing
2015 Guide to Integrating Mobile Shopper MarketingFunMobility
 
Evolution of luxury retailers in disruptive Omni-channel world
Evolution of luxury retailers in disruptive Omni-channel worldEvolution of luxury retailers in disruptive Omni-channel world
Evolution of luxury retailers in disruptive Omni-channel worldesiml
 
Shoppers are Omni-Channel. Are you?
Shoppers are Omni-Channel. Are you?Shoppers are Omni-Channel. Are you?
Shoppers are Omni-Channel. Are you?Mark Strella
 
Conquering The Omnichannel Arena
Conquering The Omnichannel ArenaConquering The Omnichannel Arena
Conquering The Omnichannel ArenaG3 Communications
 
Omni-Channel Retailing: The Future Trend in Fashion and Luxury Industry - Par...
Omni-Channel Retailing: The Future Trend in Fashion and Luxury Industry - Par...Omni-Channel Retailing: The Future Trend in Fashion and Luxury Industry - Par...
Omni-Channel Retailing: The Future Trend in Fashion and Luxury Industry - Par...Fashionbi
 
Media topline-final
Media topline-finalMedia topline-final
Media topline-finalmasisana
 
Radius shopper marketing - the full story
Radius shopper marketing  - the full storyRadius shopper marketing  - the full story
Radius shopper marketing - the full storyJohn Storey
 
The Connected Shopper - Mobile in Retail
The Connected Shopper - Mobile in RetailThe Connected Shopper - Mobile in Retail
The Connected Shopper - Mobile in RetailTribal DDB Worldwide
 
The growth of eCommerce: does it impact brand strategy?
The growth of eCommerce: does it impact  brand strategy?The growth of eCommerce: does it impact  brand strategy?
The growth of eCommerce: does it impact brand strategy?Nurun
 
Chiec luoc Marketing tap trung vao Khach Hang trong thoi dai Internet
Chiec luoc Marketing tap trung vao Khach Hang trong thoi dai InternetChiec luoc Marketing tap trung vao Khach Hang trong thoi dai Internet
Chiec luoc Marketing tap trung vao Khach Hang trong thoi dai InternetMoore Corporation
 
Blessing in disguise
Blessing in disguiseBlessing in disguise
Blessing in disguiseTNS
 
Shopper Marketing: 13 Trends for 2013
Shopper Marketing: 13 Trends for 2013Shopper Marketing: 13 Trends for 2013
Shopper Marketing: 13 Trends for 2013MARS London
 
Omni Channel Best Practices Guide by Raymark
Omni Channel Best Practices Guide by RaymarkOmni Channel Best Practices Guide by Raymark
Omni Channel Best Practices Guide by RaymarkRaymark
 
Customer Engagement = Loyalty
Customer Engagement = LoyaltyCustomer Engagement = Loyalty
Customer Engagement = LoyaltyTrustRobin
 

La actualidad más candente (20)

The Mobile Shopper - From Armed to Charmed presentation
The Mobile Shopper - From Armed to Charmed presentationThe Mobile Shopper - From Armed to Charmed presentation
The Mobile Shopper - From Armed to Charmed presentation
 
Placecast Mobile Marketer Webinar 07-27-10
Placecast Mobile Marketer Webinar 07-27-10Placecast Mobile Marketer Webinar 07-27-10
Placecast Mobile Marketer Webinar 07-27-10
 
Measuring M-Commerce Maturity: A Must Do in a Mobile Enabled World
Measuring M-Commerce Maturity: A Must Do in a Mobile Enabled WorldMeasuring M-Commerce Maturity: A Must Do in a Mobile Enabled World
Measuring M-Commerce Maturity: A Must Do in a Mobile Enabled World
 
Mobile Payments V7
Mobile Payments V7Mobile Payments V7
Mobile Payments V7
 
Defection Dilemma Final
Defection Dilemma FinalDefection Dilemma Final
Defection Dilemma Final
 
2015 Guide to Integrating Mobile Shopper Marketing
2015 Guide to Integrating Mobile Shopper Marketing2015 Guide to Integrating Mobile Shopper Marketing
2015 Guide to Integrating Mobile Shopper Marketing
 
Evolution of luxury retailers in disruptive Omni-channel world
Evolution of luxury retailers in disruptive Omni-channel worldEvolution of luxury retailers in disruptive Omni-channel world
Evolution of luxury retailers in disruptive Omni-channel world
 
Shoppers are Omni-Channel. Are you?
Shoppers are Omni-Channel. Are you?Shoppers are Omni-Channel. Are you?
Shoppers are Omni-Channel. Are you?
 
Conquering The Omnichannel Arena
Conquering The Omnichannel ArenaConquering The Omnichannel Arena
Conquering The Omnichannel Arena
 
2011 Retail Brands Report
2011 Retail Brands Report2011 Retail Brands Report
2011 Retail Brands Report
 
Omni-Channel Retailing: The Future Trend in Fashion and Luxury Industry - Par...
Omni-Channel Retailing: The Future Trend in Fashion and Luxury Industry - Par...Omni-Channel Retailing: The Future Trend in Fashion and Luxury Industry - Par...
Omni-Channel Retailing: The Future Trend in Fashion and Luxury Industry - Par...
 
Media topline-final
Media topline-finalMedia topline-final
Media topline-final
 
Radius shopper marketing - the full story
Radius shopper marketing  - the full storyRadius shopper marketing  - the full story
Radius shopper marketing - the full story
 
The Connected Shopper - Mobile in Retail
The Connected Shopper - Mobile in RetailThe Connected Shopper - Mobile in Retail
The Connected Shopper - Mobile in Retail
 
The growth of eCommerce: does it impact brand strategy?
The growth of eCommerce: does it impact  brand strategy?The growth of eCommerce: does it impact  brand strategy?
The growth of eCommerce: does it impact brand strategy?
 
Chiec luoc Marketing tap trung vao Khach Hang trong thoi dai Internet
Chiec luoc Marketing tap trung vao Khach Hang trong thoi dai InternetChiec luoc Marketing tap trung vao Khach Hang trong thoi dai Internet
Chiec luoc Marketing tap trung vao Khach Hang trong thoi dai Internet
 
Blessing in disguise
Blessing in disguiseBlessing in disguise
Blessing in disguise
 
Shopper Marketing: 13 Trends for 2013
Shopper Marketing: 13 Trends for 2013Shopper Marketing: 13 Trends for 2013
Shopper Marketing: 13 Trends for 2013
 
Omni Channel Best Practices Guide by Raymark
Omni Channel Best Practices Guide by RaymarkOmni Channel Best Practices Guide by Raymark
Omni Channel Best Practices Guide by Raymark
 
Customer Engagement = Loyalty
Customer Engagement = LoyaltyCustomer Engagement = Loyalty
Customer Engagement = Loyalty
 

Similar a Brand Connected Consumer Research

Building Great Customer Experiences Across Multiple Touch Points
Building Great Customer Experiences Across Multiple Touch PointsBuilding Great Customer Experiences Across Multiple Touch Points
Building Great Customer Experiences Across Multiple Touch PointsiQmetrixCorp
 
Leveraging Your Brand Connected Consumer SXSW
Leveraging Your Brand Connected Consumer SXSWLeveraging Your Brand Connected Consumer SXSW
Leveraging Your Brand Connected Consumer SXSWTeresa Cantwell
 
The World of Digital Beauty
The World of Digital BeautyThe World of Digital Beauty
The World of Digital BeautySkive
 
A study on, user generated content in creating Brand Advocacy
A study on, user generated content in creating Brand AdvocacyA study on, user generated content in creating Brand Advocacy
A study on, user generated content in creating Brand Advocacyvaishnavi vishwanath
 
Anvil's Lunch & Learn on Using Social to Amplify Your Brand
Anvil's Lunch & Learn on Using Social to Amplify Your BrandAnvil's Lunch & Learn on Using Social to Amplify Your Brand
Anvil's Lunch & Learn on Using Social to Amplify Your BrandAnvil Media, Inc.
 
Social media for small business
Social media for small businessSocial media for small business
Social media for small businessKaren Pelletier
 
Social media and Travel & Tourism
Social media and Travel & Tourism Social media and Travel & Tourism
Social media and Travel & Tourism Social Samosa
 
Report on Digital Media for Tour & Travel Industry
Report on Digital Media for Tour & Travel IndustryReport on Digital Media for Tour & Travel Industry
Report on Digital Media for Tour & Travel IndustrySocial Samosa
 
Turning Social Data Into Strategic Advantage: What Marketers Need to Know
Turning Social Data Into Strategic Advantage: What Marketers Need to KnowTurning Social Data Into Strategic Advantage: What Marketers Need to Know
Turning Social Data Into Strategic Advantage: What Marketers Need to KnowDataSift
 
The Eclipse Of Advertising And What It Means To Your Content Strategy
The Eclipse Of Advertising And What It Means To Your Content StrategyThe Eclipse Of Advertising And What It Means To Your Content Strategy
The Eclipse Of Advertising And What It Means To Your Content StrategyG3 Communications
 
7 effective strategies to use social media for your business
7 effective strategies to use social media for your business7 effective strategies to use social media for your business
7 effective strategies to use social media for your businessMilena Regos
 
Social Media Trends: I See 2021’s Truuuue Colorrrsss, Shining Through
Social Media Trends: I See 2021’s Truuuue Colorrrsss, Shining ThroughSocial Media Trends: I See 2021’s Truuuue Colorrrsss, Shining Through
Social Media Trends: I See 2021’s Truuuue Colorrrsss, Shining ThroughFalcon.io
 
Social Media ROI... does it Exist?
Social Media ROI... does it Exist?Social Media ROI... does it Exist?
Social Media ROI... does it Exist?Justin Hartman
 
Social Business Atlanta
Social Business AtlantaSocial Business Atlanta
Social Business AtlantaJeff Nolan
 
The Buzz Generation- Reaching Youth & Young Professionals
The Buzz Generation- Reaching Youth & Young ProfessionalsThe Buzz Generation- Reaching Youth & Young Professionals
The Buzz Generation- Reaching Youth & Young ProfessionalsDr Matt McDougall
 
Bazaarvoice Conversation Index 9
Bazaarvoice Conversation Index 9Bazaarvoice Conversation Index 9
Bazaarvoice Conversation Index 9Brett Hurt
 
How to Successfully Market to Inbound Chinese Consumers
How to Successfully Market to Inbound Chinese ConsumersHow to Successfully Market to Inbound Chinese Consumers
How to Successfully Market to Inbound Chinese ConsumersEmerging Communications
 

Similar a Brand Connected Consumer Research (20)

Ereputation Theartofwar2011
Ereputation Theartofwar2011Ereputation Theartofwar2011
Ereputation Theartofwar2011
 
Ereputation 2011
Ereputation 2011Ereputation 2011
Ereputation 2011
 
Building Great Customer Experiences Across Multiple Touch Points
Building Great Customer Experiences Across Multiple Touch PointsBuilding Great Customer Experiences Across Multiple Touch Points
Building Great Customer Experiences Across Multiple Touch Points
 
Leveraging Your Brand Connected Consumer SXSW
Leveraging Your Brand Connected Consumer SXSWLeveraging Your Brand Connected Consumer SXSW
Leveraging Your Brand Connected Consumer SXSW
 
The World of Digital Beauty
The World of Digital BeautyThe World of Digital Beauty
The World of Digital Beauty
 
A study on, user generated content in creating Brand Advocacy
A study on, user generated content in creating Brand AdvocacyA study on, user generated content in creating Brand Advocacy
A study on, user generated content in creating Brand Advocacy
 
Anvil's Lunch & Learn on Using Social to Amplify Your Brand
Anvil's Lunch & Learn on Using Social to Amplify Your BrandAnvil's Lunch & Learn on Using Social to Amplify Your Brand
Anvil's Lunch & Learn on Using Social to Amplify Your Brand
 
social_media_tm_hp_slides
social_media_tm_hp_slidessocial_media_tm_hp_slides
social_media_tm_hp_slides
 
Social media for small business
Social media for small businessSocial media for small business
Social media for small business
 
Social media and Travel & Tourism
Social media and Travel & Tourism Social media and Travel & Tourism
Social media and Travel & Tourism
 
Report on Digital Media for Tour & Travel Industry
Report on Digital Media for Tour & Travel IndustryReport on Digital Media for Tour & Travel Industry
Report on Digital Media for Tour & Travel Industry
 
Turning Social Data Into Strategic Advantage: What Marketers Need to Know
Turning Social Data Into Strategic Advantage: What Marketers Need to KnowTurning Social Data Into Strategic Advantage: What Marketers Need to Know
Turning Social Data Into Strategic Advantage: What Marketers Need to Know
 
The Eclipse Of Advertising And What It Means To Your Content Strategy
The Eclipse Of Advertising And What It Means To Your Content StrategyThe Eclipse Of Advertising And What It Means To Your Content Strategy
The Eclipse Of Advertising And What It Means To Your Content Strategy
 
7 effective strategies to use social media for your business
7 effective strategies to use social media for your business7 effective strategies to use social media for your business
7 effective strategies to use social media for your business
 
Social Media Trends: I See 2021’s Truuuue Colorrrsss, Shining Through
Social Media Trends: I See 2021’s Truuuue Colorrrsss, Shining ThroughSocial Media Trends: I See 2021’s Truuuue Colorrrsss, Shining Through
Social Media Trends: I See 2021’s Truuuue Colorrrsss, Shining Through
 
Social Media ROI... does it Exist?
Social Media ROI... does it Exist?Social Media ROI... does it Exist?
Social Media ROI... does it Exist?
 
Social Business Atlanta
Social Business AtlantaSocial Business Atlanta
Social Business Atlanta
 
The Buzz Generation- Reaching Youth & Young Professionals
The Buzz Generation- Reaching Youth & Young ProfessionalsThe Buzz Generation- Reaching Youth & Young Professionals
The Buzz Generation- Reaching Youth & Young Professionals
 
Bazaarvoice Conversation Index 9
Bazaarvoice Conversation Index 9Bazaarvoice Conversation Index 9
Bazaarvoice Conversation Index 9
 
How to Successfully Market to Inbound Chinese Consumers
How to Successfully Market to Inbound Chinese ConsumersHow to Successfully Market to Inbound Chinese Consumers
How to Successfully Market to Inbound Chinese Consumers
 

Más de OgilvyAction

Integrating Metrics
Integrating MetricsIntegrating Metrics
Integrating MetricsOgilvyAction
 
JWTAction in Who's Who in Shopper Marketing
JWTAction in Who's Who in Shopper MarketingJWTAction in Who's Who in Shopper Marketing
JWTAction in Who's Who in Shopper MarketingOgilvyAction
 
Measuring Brand Impact
Measuring Brand ImpactMeasuring Brand Impact
Measuring Brand ImpactOgilvyAction
 
Measuring Shopper Behavior
Measuring Shopper BehaviorMeasuring Shopper Behavior
Measuring Shopper BehaviorOgilvyAction
 
Integrating Metrics
Integrating MetricsIntegrating Metrics
Integrating MetricsOgilvyAction
 
From Armed to Charmed
From Armed to CharmedFrom Armed to Charmed
From Armed to CharmedOgilvyAction
 
A Custom Agency Model for Kimberly-Clark
A Custom Agency Model for Kimberly-ClarkA Custom Agency Model for Kimberly-Clark
A Custom Agency Model for Kimberly-ClarkOgilvyAction
 

Más de OgilvyAction (7)

Integrating Metrics
Integrating MetricsIntegrating Metrics
Integrating Metrics
 
JWTAction in Who's Who in Shopper Marketing
JWTAction in Who's Who in Shopper MarketingJWTAction in Who's Who in Shopper Marketing
JWTAction in Who's Who in Shopper Marketing
 
Measuring Brand Impact
Measuring Brand ImpactMeasuring Brand Impact
Measuring Brand Impact
 
Measuring Shopper Behavior
Measuring Shopper BehaviorMeasuring Shopper Behavior
Measuring Shopper Behavior
 
Integrating Metrics
Integrating MetricsIntegrating Metrics
Integrating Metrics
 
From Armed to Charmed
From Armed to CharmedFrom Armed to Charmed
From Armed to Charmed
 
A Custom Agency Model for Kimberly-Clark
A Custom Agency Model for Kimberly-ClarkA Custom Agency Model for Kimberly-Clark
A Custom Agency Model for Kimberly-Clark
 

Brand Connected Consumer Research

  • 2. Table of Contents • Objective • Methodology • Expo Panel Note • Executive Summary • Who are Brand Connected Consumers? • What are Brand Connected Consumers doing online? • Why should I care about the Brand Connected Consumer? • How can I engage with Brand Connected Consumers? • Summary • Appendix A di
  • 3. Objective Economics have evolved! Shopping has circumvented brick and mortar. The stage is global, the medium is digital!” While we all understand the general importance of digital communication, what we don’t know is: • When consumers connect • Why consumers seek and provide brand information • How impactful online engagements can be on consumer behavior We set out to determine just that.
  • 4. Methodology By surveying populations of both engaged consumers and members of the general population, we hoped to provide clear insights on when, where and why consumers engage with brands in order to determine just how impactful those connections are and how valuable brand connected consumers can be. Our study incorporated both quantitative & qualitative methodologies: Quantitative: Online survey, 20 mins. in length. Fielded U.S. respondents from y, g p (2) separate panels • EXPO sample: n= 699 • Gen. pop Gen pop. sample: n=300 Qualitative: (3) Online video focus groups, 1 hour in length. Fielded respondents from EXPO panel
  • 5. EXPO Panel We found that respondents from the EXPO panel differed significantly from members of the general population. Generally speaking, they reported stronger digital attitudes compared to gen. pop. and were more likely to post information after using a product. Therefore, we analyzed the data using (4) segments: • Brand Connected Consumers: • Hyper BCCs– Members of the EXPO panel (n=346) • BCCs– Members of the Gen. Pop. panel (n=84) • Brand Aware: • Hyper Brand Aware– Members of the EXPO panel (n= 302) • Brand Aware– Members of the Gen. Pop. Panel (n=184) **Note: For this study, we support general insights using gen. pop. data in order to ensure the generalizability of the study’s findings. However, we do illustrate important findings based on EXPO data in various locations” **Sample Caveat: Duplicate submissions, error-filled submissions, and non-connected consumers were removed from the analysis, which accounts for the 51 removed EXPO respondents and the 32 removed Gen. Pop. Respondents** y , p p p
  • 6. Executive Summary Our study finds that 80% of shoppers are digitally engaged with brands in some way way, whether just searching for brand information or posting about their experiences with brands. However, some consumers, termed ‘Brand Connected Consumers’ (BCCs), are more connected than others, and can have a great impact on the public opinion and the potential sales of a brand. BCCs post to and about brands frequently (at least once per week) filling cyber-space with their experiences and opinions of brands and products with the main goal of helping others make good purchase decisions. Coincidentally, we find that the places BCCs are providing information are the exact places where other consumers are searching f it making th hi for it, ki these BCC very i fl BCCs influential overall. ti l ll We also discover the impact of online interactions with brands. When consumers reach out to brands, the brand’s response (or lack thereof) can have serious ramifications on the consumer’s buying behavior. Responding in a less than satisfactory way can result in losing a customer, while simply acknowledging a customer’s comment can lead to new customers or increased business with existing customers. Moreover, the more satisfied a consumer is with a brand interaction, the more likely they are to post about the brand and recommend that brand to friends and family. Bottom line, brand interactions can impact buyer behavior. The more engaged the consumer is and the more frequently they communicate, the more valuable they are to brands. Brand Connected Consumers are passionate about brand engagement and they should be leveraged as a resource by brands. By satisfying the BCCs’ need for acknowledgement, the brand can instantly g y g g , y generate positive buying behavior, PR and word of mouth marketing. 6
  • 8. Most consumers digitally engage with brands in some way; however some consumers engage however, more than others Within the 80% segment, there are 80% of consumers varying degrees of digital p perform at least ( ) (1) engagement, with the most important of the following (3) 25% and influential group being Brand activities at least BCC Connected Consumers once per month • 100% of these BCCs post both to and • Posting messages about brands at least once per week. about brands anywhere online (e.g. – on blogs, websites, etc.) • Looking for information like messages, messages videos or 55% Brand Aware pictures about brands online (e.g. – on blogs, brand websites, YouTube, etc.) • Posting messages directed at brands on social networks (e.g. – On Facebook, Twitter, et c.) 20% Not Connected
  • 9. Demographically, Brand Connected Consumers are young, educated and part of a traditional family • More likely to be female • Younger than other consumers o Nearly 6 in 10 are between 18 and 34 years old • Are completely responsible for their household’s weekly grocery household s shopping • She’s employed • Has an average Household Income • Is educated o 6 in 10 have at least some college experience • Lives in a family household o More than half have 3+ people in household o Tend to have 1 or 2 kids in their household
  • 10. BCCs BCC are very engaged with b d and d ith brands d shopping They shop, seek information and post information more frequently than others across retailers and categories because: • They Th are i innovators t • They always know about the latest technology and products • They are far more likely to search for and trust the information online, both from consumers and brands , • They are informants • They are far more likely to share information with others online; an activity they very much enjoy • They are regularly approached to share their advice and experiences with products
  • 11. They Th engage at all ti t ll times th throughout th path-to- h t the th t purchase BCCs • BCCs look for information and post to Before they buy a and about brands both before and after product 64% they have purchased a product • Interestingly, 8 in 10 BCCs engage with brands in their free time, even when they After are not in shopper mode because of their they’ve th ’ innovator and informant status used a product 43% In their free time / just for 79% ! fun Data Shown: % engaging in at least (1) brand-connecting activity
  • 12. WHAT ARE BRAND CONNECTED CONSUMERS DOING ONLINE? 12
  • 13. BCCs BCC use many diffdifferent social media websites, t i l di b it and are using them more frequently than others How frequently do you use each of the following social media sites? BCC vs. Brand Aware 100% 90% 5% 11% 80% 10% 70% 8% 60% 20% 8% 6% 50% 14% 17% 19% 40% 80% 30% 14% 58% 22% 51% 20% 37% 10% 23% 5% 4% 5% 13% 4% 5% 0% 3% Brand BCC Brand BCC Brand BCC Brand BCC Aware Aware Aware Aware Pinterest Twitter YouTube Facebook Every day A few days each week Once a week
  • 14. Regardless of the occasion, or even the category they are shopping for, BCCs are looking for information in a variety of places For Everyday For Special Events For Big Ticket Purchases Purchases Family / Friends (50%) Family / Friends (47%) Family / Friends (60%) Online Retailers (42%) Brand Websites (39%) Retailer Websites (50%) Retailer Websites (40%) Online Retailers (37%) TV (46%) **Note: Hyper BCCs are far more likely to use resources for both big ticket and everyday purchases compared to gen. pop. BCCs
  • 15. BCCs BCC fill cyber-space with many t b ith types of f information How frequently do you use each of the following activities online? Post text messages about products or services 47% 15% 12% anywhere online Post pictures about brands anywhere online 38% 21% 7% Post videos about brands anywhere online 31% 19% 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% Every day A few days each week Once a week And they share this information (predominantly their ‘good experiences ) in a good experiences’) great many places, including on: • Facebook (87%) • Retailer websites (85%) • Online retailers (e.g. – Amazon.com) (80%) • Brand websites (74%) • Blogs (63%) • Review sites (63%) • YouTube (57%) ou ube (5 %) • Twitter (55%)
  • 16. WHY SHOULD I CARE ABOUT BRAND CONNECTED CONSUMERS? 16
  • 17. BCCs are important because they are influential They provide the information that all consumers seek • BCCs frequently inject their opinions of brands into the cyber-sphere • 8 in 10 BCCs post messages both about and directly to brands at least a few times a week • As the majority of consumers feel it’s important to hear about the j y p experiences of others before they buy a product, other consumers are likely to be looking for information that the BCC is providing • 7 in 10 consumers agree that it’s important to hear about the experiences of others before making a purchase • More than half of other consumers look for brand information at least once a month Their attitudes towards brand interactions can significantly impact purchase intent • Dissatisfactory responses can result in lost sales opportunities while satisfactory responses can result in increased sales opportunities
  • 18. All consumers want information to find “the truth,” gauge quality and di lit d discover savings, and BCC i d BCCs enjoy providing information to educate others “To help others.” “To save time and money while finding the best quality “I want people to be informed.” product to suit my needs.” “So th “S other people can make a d i i l k decision “To see reviews and see “The information based on my (and others) experiences.” what how companies are among customers responding/customer is less biased.” “I think people want to know.” service. service.” “To show my appreciation.” “To see others experiences before I buy.” “Why do you search for brand information?” “Why do you post information about brands?” b d ?”
  • 19. Consumers are l ki f i f C looking for information where ti h BCCs are providing it Where BCCs provide information
  • 20. The quality of a brand s response can have a brand’s major impact on the consumer’s purchase behavior • 1 in 4 times a consumer is less than satisfied with an online brand exchange, they completely stop buying products or services from the brand • When consumers are satisfied with an exchange they have with a brand 4 in brand, 10 report purchasing significantly more of the brand’s products or services, and 2 in 10 will buy the brand’s offerings for the very first time • Further, Further satisfied consumers are significantly more likely to recommend to others that buy the brand’s products or services “Whoa!” “Wh !”
  • 21. The b d’ Th brand’s response t negative posts can to ti t have an even bigger impact When brands fail to respond to negative posts it will most likely result in lost sales: 30% no effect 70% stop buying from the brand **Note: 56% of the time a consumer posts a comment because they are unsatisfied, they receive no brand response response**
  • 22. HOW CAN I ENGAGE WITH BRAND CONNECTED CONSUMERS? 22
  • 23. First, you must look for them where they are posting information Remember, BCCs post to a variety of places, but Facebook dominates To T post personal opinions: l i i To post questions: **Note: Qual suggests consumers know when to give feedback and when it won’t be worth their while, based on the quality of the page**
  • 24. Then you must provide good customer service and quickly respond to BCCs’ posts in order to BCCs avoid lost customers • Even though 6 in 10 consumers that send messages directly to brands say it s it’s because they’re satisfied it’s still important to consumers that they’re they re satisfied, it s 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%) • On review sites (75%) • And they’re confident that brands both see and value their posts in each of those locations: l ti % that are confident brands see % that are confident brands value Resource their posts in each location information they provide in each location Brand social network pages 83% 87% Personal social network 73% 79% pages Review sites 79% 80%
  • 25. Acknowledging BCC ’ i easier th you thi k a A k l d i BCCs’ is i than think, simple “Thank You” often does the trick “How would you have liked the brand to have responded to your post?”… “I would love for them to make me feel important” “Just saying they appreciate my business” business “Simply liking my post would make me happy” “Thank me for my comment” “With a nice reply or comment” • BCCs want to feel that the brand cares about them. “Thank Yous” and personalized messages are appreciated • They are dissatisfied by standardized messages and simple contact information • Respondents less than satisfied by a brand’s response were nearly 3 times more likely to have received contact information for the consumer to reach back out to the brand compared to consumers that were satisfied (33% -> 13%)
  • 27. Conclusions C l i BCCs are extremely important Each digital connection is an opportunity to grow the brand • All consumers want and need brand information, and BCCs are often the source of that information • BCCs attitudes towards brand interactions can significantly impact purchase intent of both themselves and others • Ultimately BCCs act as brand Ultimately, journalists… …And what they publish depends on THE BRAND
  • 29. Shopping Behavior How frequently do you shop at each of the following retailers? At least a few times a month % shown Walmart 83% 56% W l Walgreens 64% 26% Dollar General 62% 14% Family Dollar 60% 8% Target 55% 47% CVS 49% 27% Amazon.com 47% 45% Kroger 33% 26% Costco 30% BCC 10% Sam's Club 29% 9% Brand 25% Aware Safeway 9% 0% 20% 40% 60% 80% 100%
  • 30. BCCs seek information to a greater degree than Brand Aware consumers How frequently do you search for information about each of the following brands? 90% At least once a week % sho n eek shown 79% 80% 74% 70% BCC 60% 56% 53% 51% 49% 50% 40% 40% 40% 36% 35% 31% 29% 30% 27% Brand Aware 23% 21% 19% 20% 9% 10% 10% 6% 6% 0% Stores Grocery / Electronics Restaurants Service Apparel Baby / kid Home Luxury Car brands household h h ld brands b d providers id brands b d brands b d appliances li brands b d products
  • 31. BCCs also post information to a greater degree than Brand Aware consumers How frequently do you post information about each of the following brands? 60% At least once a week % shown 55% 52% 51% 49% 48% 48% 50% BCC 40% 40% 38% 38% 30% 30% 20% Brand Aware 15% 14% 13% 11% 10% 8% 9% 10% 7% 7% 4% 0% Stores Grocery / Restaurants Service Apparel Electronics Home Luxury brands Baby / kid Car brands household providers brands brands appliances brands products
  • 32. Special Events (Holidays, Birthdays, etc.) deep dive % of shoppers that use each resource to get product information for special event purchases Family/friends F il /f i d % 50% Online Retailers 42% Retailer Websites 40% Brand Websites a d ebs tes 38% Facebook 37% TV 32% Magazines 30% Family & friends are the go to for go-to Newspapers 27% advice on special event purchases. However more than Blogs 26% 1/3rd of consumers also report Discussion boards or forums 24% engaging with retailer websites, websites brand websites and Review Sites 24% Facebook, which are all locations YouTube 19% filled with information provided by BCCs Twitter 17% Pinterest 15% 0% 10% 20% 30% 40% 50% 60%
  • 33. EXPO ANALYSIS WHY EXPO MEMBERS ARE MORE VALUABLE 33
  • 34. EXPO Panelists tend to mirror the relationships of the general population EXPO Brand Brand EXPO BCCs BCCs Aware Aware Before they buy a product 80% 64% 82% 74% After they’ve used a 79% 43% 76% 52% product In their free time / just for 85% 79% 65% 52% ! fun Data Shown: % engaging in at least (1) brand-connecting activity
  • 35. However, overall, EXPO members are more likely to post both to and about brands compared to the general population EXPO EXPO Brand Brand BCCs BCCs Aware Aware Before they Post to Brands 55% 37% 33% 21% buy a p product Post about Brands 45% 33% 23% 25% Look for Brand info 77% 57% 80% 73% After Post to Brands 71% 42% 68% 55% they’ve used a Post about Brands 73% 33% 71% 56% product Look for Brand info 42% 23% 22% 11% In their Post to Brands 72% 68% 48% 38% free time Post about Brands 74% 67% 51% 33% / just for ! fun Look for Brand info 71% 61% 44% 38% Data Shown: % engaging in at least (1) brand-connecting activity
  • 36. The Value Equation • When a consumer chooses to engage a brand, the feedback (or lack thereof) can have a tremendous impact on their behavior • Satisfaction with a response can create trial / increased purchases • Dissatisfaction with response / ignoring negative feedback can end the consumer- brand relationship • When consumers are satisfied with the brand’s response, it increases th lik lih d th t th will recommend th b d’ i the likelihood that they ill d the brand’s products or services to others • EXPO members are posting to and about brands more frequently than even gen pop BCCs, which means there is a greater BCCs opportunity for brands to connect, satisfy and encourage these consumers to communicate their experiences across cyber- space