Followers Attached | 2014 SXSW Presentation on Social Media Brand Dependence
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These slides are from a presentation by Laurence Vincent, UTA Brand Studio Chief Branding Officer, at the 2014 South by Southwest Interactive festival. It includes data from a Brand Dependence study on leading social media brands. It is not a complete record of the presentation.
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Followers Attached | 2014 SXSW Presentation on Social Media Brand Dependence
- 1. March 7, 2014 Followers Attached Why their brand story matters as much as your brand story. presented at South by Southwest @lvincent #brandattch
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- 6. UTA Brand Studio Quote If you’ve got them by the balls their hearts and minds will follow. John Wayne @lvincent #brandattch 6
- 10. UTA Brand Studio Quote Follow that will and that way which experience confirms to be your own. Carl Jung @lvincent #brandattch 10
- 14. UTA Brand Studio Brand-complicit Brand collage found in Colton Harris-Moore’s home @lvincent #brandattch 14
- 16. Insight Brands can serve as a form of self-expression @lvincent #brandattch 16
- 21. Insight Liking a brand is not the same as feeling a brand is like you. @lvincent #brandattch 21
- 22. 71% of US consumers agree: “I make it a point to buy brands from companies whose values are similar to my own.” — Young & Rubicam, 2010 @lvincent #brandattch 22
- 23. UTA Brand Studio Connecting beliefs and brands VALUES BRAND CULTURE B R A N D N A R R AT I V E C YC L E BRAND AGENTS NARRATIVE @lvincent #brandattch 23
- 24. UTA Brand Studio Brand Attachment Deborah MacInnis and C. Whan Park @lvincent #brandattch 24
- 25. UTA Brand Studio Brand Attachment Connected ATTACHED BRAND When I think about it Ignored Brand Unconnected SIGNS OF ATTACHMENT Brand-Self Connection Respected Brand A lot like me Brand for Others I never think about it Not for me Prominent Easily forgotten @lvincent A LOT LIKE ME #brandattch People see the brand as being a lot like themselves; sharing their values. Prominence Thoughts and feelings about the brand come to mind automatically; requiring very little conscious effort.
- 26. UTA Brand Studio Two questions to ask The Identity Question What about my brand connects with my target audience’s identity? The Experience Question How can I create experiences that consistently summon identity-relevant thoughts and feelings about my brand. @lvincent #brandattch 26
- 27. UTA Brand Studio Brand experience Sensations, feelings and thoughts that are evoked by a brand’s design and identity, packaging, communications, and environments. Journal of Marketing, 2009 @lvincent #brandattch 27
- 28. UTA Brand Studio Brand Experience Designed for attachment @lvincent #brandattch 28
- 35. UTA Brand Studio Social Media Brand Dependence 2,006 US consumers 18+ 15 social media brands Field work in February, 2014 Statistically representative of the general US adult population Respondent only evaluated brands they currently use @lvincent #brandattch 35
- 36. UTA Brand Studio Social Media brands studied Facebook Snapchat Flickr Tumblr Foursquare Twitter Google+ Vimeo Instagram Vine LinkedIn Yelp Pinterest YouTube reddit @lvincent #brandattch 36
- 37. UTA Brand Studio One Metric; Two Scores IMPACT INTENSITY Measures brand attachment amongst current users of the brand. @lvincent #brandattch Weighted brand attachment score to reflect percentage of population sampled that are current users of the brand. 37
- 38. UTA Brand Studio Brand Dependence™ Selected social media brands ranked by Intensity 1 2 3 4/5 6/7 Facebook Instagram YouTube Pinterest reddit 43 42 39 38 8 9 10/11 Foursquare Vine Google+ Twitter 36 35 33 12/13 Tumblr Snapchat 37 14 Flickr Vimeo LinkedIn 32 31 n=2,006 US adults 18+; each brand evaluated by current users Survey conducted February 24-28, 2014 @lvincent #brandattch 38
- 39. UTA Brand Studio Brand Dependence™ Selected social media brands ranked by Impact 1 2 3 4 5 Facebook YouTube Pinterest Twitter Instagram 40 34 20 19 19 91% usage 88% usage 52% usage 59% usage 43% usage 6 7 8 9 10 Google+ LinkedIn Yelp Tumblr Snapchat 17 13 10 9 8 52% usage 41% usage 32% usage 24% usage 22% usage n=2,006 US adults 18+; each brand evaluated by current users Survey conducted February 24-28, 2014 @lvincent #brandattch 39
- 40. UTA Brand Studio 6 Brand Dependence™ Facebook B Instagram D C Pinterest YouTube E BRAND-SELF CONNECTION A reddit G F H Snapchat Tumblr Foursquare I Vine L J K N O M Flickr Google+ LinkedIn Yelp Vimeo 4 @lvincent #brandattch 40
- 41. UTA Brand Studio Brand Dependence™ 6 A B A B D C C D E F E G H F G BRAND-SELF CONNECTION I J H L I N K O M J K L M N O 4 10 6 0 PROMINENCE @lvincent Facebook (43) Instagram (42) YouTube (39) Pinterest (38) reddit (38) Tumblr (37) Snapchat (37) Foursquare (36) Vine (35) Google+ (33) Twitter (33) Flickr (32) Vimeo (32) LinkedIn (31) Yelp (30) #brandattch 10 41
- 43. UTA Brand Studio Range of dependence scores ATTACHMENT Facebook 11 Instagram 10 Tumblr 68 37 33 64 38 8 69 35 5 2 65 61 32 reddit 9 36 Flickr 3 LinkedIn 3 31 Yelp 3 30 #brandattch 68 38 7 Foursquare Positions may vary slightly due to rounding 65 6 2 Ranked by variability 71 33 Vine @lvincent 69 39 2 Pinterest Vimeo 75 37 7 Snapchat Twitter 76 42 5 YouTube Google+ 43 65 32 62 59 58 43
- 44. UTA Brand Studio The gender difference YouTube 43 Snapchat 42 reddit 40 Vine 40 Instagram 39 (+4) (+5) (+2) (+5) (-3) ! Twitter 36 Facebook 36 Yelp 36 Tumblr 36 Vimeo 36 LinkedIn 35 Foursquare 35 Google+ 34 Flickr 34 Pinterest 30 @lvincent #brandattch ! (+3) (-7) (+6) (-1) (+4) (+4) (+1) (+1) (+2) (-8) 47 44 40 37 37 ! 36 36 34 33 32 31 31 29 28 28 (+4) (+2) (+2) (—) (+1) ! (-2) (-3) (-3) (—) (-3) (-1) (-2) (-2) (-4) (-2) Facebook Instagram Pinterest Tumblr Foursquare ! reddit YouTube Snapchat Google+ Vine Flickr Twitter LinkedIn Vimeo Yelp 44
- 45. UTA Brand Studio Age differences Under 25 52 (+10) Instagram 51 (+8) Facebook 46 (+8) Pinterest 46 (+7) YouTube 44 (+7) Tumblr ! 45 42 39 38 38 ! 41 (+8) 40 (+2) 37 (—) 33 (-2) 32 (+1) 31 (-2) 30 (-2) 27 (-3) 25 (-7) 24 (-12) @lvincent 25 44 Twitter reddit Snapchat Vine LinkedIn Google+ Flickr Yelp Vimeo Foursquare #brandattch (+2) (—) (+1) (+1) (+5) ! 38 37 37 36 35 35 33 31 31 29 (-1) (-2) (+1) (+1) (-2) (+3) (+1) (—) (-2) (-1) Facebook Instagram Pinterest Snapchat Google+ ! reddit YouTube Foursquare Vine Tumblr Flickr Vimeo LinkedIn Twitter Yelp 45 +Over 42 39 38 37 35 (-1) (—) (+2) (-1) (-7) ! 35 (-3) 34 (+4) 32 (-5) 31 (-2) 31 (-1) 30 (-1) 30 (-5) 29 (-4) 29 (-8) 26 (-6) Facebook YouTube Foursquare reddit Instagram ! Pinterest Yelp Snapchat Twitter Vimeo LinkedIn Vine Google+ Tumblr Flickr 45
- 46. UTA Brand Studio Income differences 44 43 40 38 37 Under $50K ! ! 35 35 33 33 33 31 31 30 30 30 @lvincent (+1) (+1) (+1) (—) (-1) (-2) (-2) (+1) (-2) (—) (-5) (-1) (—) (-1) (-2) Facebook Instagram YouTube Pinterest reddit ! Tumblr Snapchat Google+ Vine Twitter Foursquare Flickr Yelp LinkedIn Vimeo #brandattch $50K + Over 43 (+7) 42 (-1) 41 (-1) 40 (+3) 40 (+2) ! 40 (+3) 38 (+3) 38 (—) 36 (-3) 35 (+3) 34 (+2) 34 (+1) 33 (—) 32 (+1) 31 (+1) Foursquare Facebook Instagram Tumblr reddit ! Snapchat Vine Pinterest YouTube Flickr Vimeo Google+ Twitter LinkedIn Yelp 46
- 47. Question Why didn’t Twitter have a higher score? @lvincent #brandattch 47
- 49. UTA Brand Studio In good company Budweiser 39 Coca-Cola 36 Twitter 33 Corona Pepsi #brandattch 31 Chevrolet @lvincent 32 28 49
- 50. UTA Brand Studio Comparison data Brand Dependence Likability 33 6.6 o ut of 10 NPS @lvincent #brandattch -8% 50
- 51. UTA Brand Studio Twitter 4.97 billion searches for phrase “I don’t get Twitter” Only 16% of US adult population uses @lvincent #brandattch 51
- 52. UTA Brand Studio Brands to watch INTENSITY Vine @lvincent #brandattch reddit 38 6 IMPACT Snapchat Snapchat 37 8 INTENSITY Snapchat reddit INTENSITY reddit IMPACT IMPACT Vine Vine 35 7 52
- 53. UTA Brand Studio Brands we use to curate our identity 43 38 @lvincent #brandattch 42 39 37 53
- 54. UTA Brand Studio How to create dependence Stand for a worldview. Ask: how to be indispensable? Create strong thoughts, feelings and behaviors through compelling brand experiences. Think beyond features and functionality. What will make your brand a surrogate for your consumer? Focus on the early majority. 54
- 55. UTA Brand Studio Where to find more utabrandstudio.com @lvincent @thebrandstudio slideshare.net/lmvincent brandrealbook.com 55