Followers Attached | 2014 SXSW Presentation on Social Media Brand Dependence

March 7, 2014

FollowersAttached

Why their brand story matters as much as your brand story.

presented atSouth by Southwest

@lvincent #brandattch

@lvincent

#brandattch

3@lvincent #brandattch

UTA Brand Studio

If you’ve got them by the balls their hearts and minds will follow.John Wayne

Adele Dazeem@lvincent #brandattch

UTA Brand Studio

Follow that will and that way which experience confirms to be your own.Carl Jung

UTA Brand Studio

Brand-complicit

Brand collage found in Colton Harris-Moore’s home

Insight

Brands can serve as a form of self-expression

Functional Emotional Self-expressive

Brand benefits

Insight

Liking a brand is not the same as feeling a brand is like you.

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

UTA Brand Studio

Connecting beliefs and brands

VALUES

BRAND AGENTS

NARRATIVE

BRAND CULTURE B R A N D N A R R A T I V E C Y C L E

23@lvincent #brandattch#brandattch@lvincent

UTA Brand Studio

Brand Attachment

Deborah MacInnis and C. Whan Park

UTA Brand Studio

A LOT LIKE MEBrand Attachment

SIGNS OF ATTACHMENT

Brand-Self ConnectionPeople see the brand as being a lot like themselves; sharing their values.

ProminenceThoughts and feelings about the brand come to mind automatically; requiring very little conscious effort.

ATTACHED BRAND

Ignored Brand Brand for Others

ProminentEasily forgotten

When I think

about it

I never think

about itNot

for me

A lot like me

Respected Brand

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.

Brand experience

Sensations, feelings and thoughts that are evoked by a brand’s design and identity, packaging, communications, and environments.

Journal of Marketing, 2009

UTA Brand Studio

Designed for attachment

Brand Experience

Brand Dependence™

#brandattch@lvincent

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

UTA Brand Studio

Social Media brands studied

Facebook Flickr Foursquare Google+ Instagram LinkedIn Pinterest reddit

Snapchat Tumblr Twitter Vimeo Vine Yelp YouTube

36#brandattch@lvincent

UTA Brand Studio

One Metric; Two Scores

I M P A C TI N T E N S I T Y

Measures brand attachment amongst current users of the brand.

Weighted brand attachment score to reflect percentage of population sampled that are current users of the brand.

UTA Brand Studio

Brand Dependence™

Facebook

Instagram

YouTube

Pinterest reddit38 37

2 3 4/5 6/7

Foursquare

Google+ Twitter

Flickr Vimeo32

9 10/11 12/13 14

Selected social media brands ranked by Intensity

Tumblr Snapchat

n=2,006 US adults 18+; each brand evaluated by current users Survey conducted February 24-28, 2014

UTA Brand Studio

Brand Dependence™

Facebook1

40YouTube

34Pinterest

20Twitter

19Instagram

2 3 4 5

Google+6

17LinkedIn

13Yelp10

Tumblr9

Snapchat8

7 8 9 10

Selected social media brands ranked by Impact

91% usage 88% usage 52% usage 59% usage 43% usage

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

UTA Brand Studio

Brand Dependence™

Facebook

Instagram

PinterestYouTube

SnapchatTumblrFoursquare

VineFlickrGoogle+LinkedInYelpVimeo

UTA Brand Studio

Brand Dependence™

P R O M I N E N C E

A Facebook (43)B Instagram (42)C YouTube (39)D Pinterest (38)E reddit (38)F Tumblr (37)G Snapchat (37)H Foursquare (36)I Vine (35)J Google+ (33)K Twitter (33)L Flickr (32)M Vimeo (32)N LinkedIn (31)O Yelp (30)

UTA Brand Studio

Range of dependence scores

A T T A C H M E N T

Facebook

Instagram

Tumblr

YouTube

Google+

Snapchat

Twitter

Foursquare

Flickr

Positions may vary slightly due to rounding

Ranked by variability

UTA Brand Studio

The gender difference

YouTube 43 Snapchat 42

reddit 40 Vine 40

Instagram 39 !

Twitter 36 Facebook 36

Yelp 36 Tumblr 36 Vimeo 36

LinkedIn 35 Foursquare 35

Google+ 34 Flickr 34

Pinterest 30

Facebook Instagram Pinterest Tumblr Foursquare !reddit YouTube Snapchat Google+ Vine Flickr Twitter LinkedIn Vimeo Yelp

(+4) (+5) (+2) (+5) (-3)

!(+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)

UTA Brand Studio

Age differences

Instagram Facebook Pinterest YouTube Tumblr !Twitter reddit Snapchat Vine LinkedIn Google+ Flickr Yelp Vimeo Foursquare

52 51 46 46 44 41 40 37 33 32 31 30 27 25 24

(+10) (+8) (+8) (+7) (+7)

!(+8) (+2) (—) (-2) (+1) (-2) (-2) (-3) (-7) (-12)

25Under Facebook

Instagram Pinterest Snapchat Google+ !reddit YouTube Foursquare Vine Tumblr Flickr Vimeo LinkedIn Twitter Yelp

45 42 39 38 38 38 37 37 36 35 35 33 31 31 29

(+2) (—) (+1) (+1) (+5)

!(-1) (-2) (+1) (+1) (-2) (+3) (+1) (—) (-2) (-1)

Facebook YouTube Foursquare reddit Instagram !Pinterest Yelp Snapchat Twitter Vimeo LinkedIn Vine Google+ Tumblr Flickr

42 39 38 37 35 35 34 32 31 31 30 30 29 29 26

(-1) (—) (+2) (-1) (-7)

!(-3) (+4) (-5) (-2) (-1) (-1) (-5) (-4) (-8) (-6)

45+Over

UTA Brand Studio

Income differences

Facebook Instagram YouTube Pinterest reddit !Tumblr Snapchat Google+ Vine Twitter Foursquare Flickr Yelp LinkedIn Vimeo

44 43 40 38 37 ! 35 35 33 33 33 31 31 30 30 30

(+1) (+1) (+1) (—) (-1) !

(-2) (-2) (+1) (-2) (—) (-5) (-1) (—) (-1) (-2)

$50KUnder

Foursquare Facebook Instagram Tumblr reddit !Snapchat Vine Pinterest YouTube Flickr Vimeo Google+ Twitter LinkedIn Yelp

43 42 41 40 40 40 38 38 36 35 34 34 33 32 31

(+7) (-1) (-1) (+3) (+2)

!(+3) (+3) (—) (-3) (+3) (+2) (+1) (—) (+1) (+1)

$50K+ Over

Question

Why didn’t Twitter have a higher score?

UTA Brand Studio

In good company

Corona 32

Chevrolet 28

Pepsi 31

Coca-Cola 36

Budweiser 39

Twitter 33

UTA Brand Studio

Comparison data

BrandDependence 33

Likability 6.6NPS -8%

out of 10

UTA Brand Studio

Twitter

4.97 billion searches for phrase “I don’t get Twitter”

Only 16% of US adult population uses

UTA Brand Studio

Brands to watch

Vine35

I M P A C T

I N T E N S I T Y

Snapchat37

Snapchat

I M P A C T

I N T E N S I T Y

reddit38

I M P A C T

I N T E N S I T Y

Snapchat

UTA Brand Studio

Brands we use to curate our identity

43 42 39

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.

UTA Brand Studio

Where to find more

utabrandstudio.com

@lvincent @thebrandstudio

slideshare.net/lmvincent

brandrealbook.com

Pebble+27

Pebble

I M P A C T

I N T E N S I T Y

http://bit.ly/ruattached

Followers Attached | 2014 SXSW Presentation on Social Media Brand Dependence

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Transcript of Followers Attached | 2014 SXSW Presentation on Social Media Brand Dependence

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