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1
Brand Reputation How to make it, how to break it
24th June 2015
BMA House, London #bdrcbrandconf
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Welcome 09:30
Measuring Brands & Reputation 09:40
Social Media 10:20
Coffee Break 10:45
Crisis Management 11:10
Mind the gap 11:40
Ask the Experts 12:10
Lunch 13:00
Brand Reputation How to make it, how to break it
Jon Young &
Tim Sander
BDRC Continental
Introducing BDRC’s new Social
Media Report
Social Media Impact
Brand Reputation Presentation
4
What we did…
…about their social media
interactions in the last 6 months…
Airlines
Online Travel
Agents
Hotels
Car Rental
Companies
Railway
Companies
Airports
Coffee
Shops
Visitor
Attractions
…with brands across eight
leisure industry sectors.
We surveyed a nationally
representative sample …
n=1,007
5
What we discovered…
How effective each sector is at converting social media interactions to brand use
3
What users think about the leisure sector’s social media activity 4
The different roles of social media platforms 2
Why and how leisure users interact on social media 1
How consumers’ needs change according to sector type 6
The key drivers of converting interactions to use 5
Behaviour by age group 7
Our report
Key sector and brand analysis
Headline findings
7
How big is the leisure social media market?
46% of Britons interacted with a leisure
organisation on social media in the
last 6 months
!
8
41% 24% 10% 25%
Why do users interact with leisure brands on social media?
LEARNERS
Interact to learn about a
brand and its products or
about something related
to the brand and its
products
WATCHERS
Interact to follow a brand’s
information updates or
enjoy / engage in a
brand’s social media
campaigns
CONNECTORS
Interact to connect to a
cause or subject that is
important to them
PROACTIVES
Interact to ask questions,
express dissatisfaction,
endorse brand, share
brand experience,/post
enter a competition or get
a discount
Q4b What was the reason for your most recent interaction?
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How does this change across social media platforms?
47 38 37
30 31
16 16
23
20 27
33
17 40
26
6
10
15 14
17
24
26
23 32
21 22
35
20
32
Facebook YouTube Twitter Instagram LinkedIn Pintrest Tumblr
Segments by each channel used for most recent interaction (%)
Q3 On which of the following social media sites was your most recent interaction with…
Q4b What was the reason for your most recent interaction?
LEARNERS
WATCHERS
CONNECTORS
PROACTIVES
10
Do social media interactions convert to brand use and brand satisfaction?
5
26
48
22
A lot of influence
used product directly as a
result of social media posts
Some influence
social media interaction was
one of many usage influencers
No influence
No influence
Rather discouraged me from
using
70
% a lot / some influence
25
51
24
A lot of influence on
satisfaction
Some influence on
satisfaction
No influence on
satisfaction
% a lot / some influence on
satisfaction
75
Brand use Satisfaction
Q6/7. How much influence did this interaction with <insert brand> have in encouraging you to use their product/have
on your satisfaction with them?
Influence on brand use and satisfaction (%)
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Are we as annoying as our ‘friends’?
12
We are not your ‘friends’ (thankfully)
Q10. How would you describe <insert brand’s posts?
13
What key metrics drive brand use and satisfaction?
Q6. How much influence did this interaction with <insert brand> have in encouraging you to use their product?
Key influencers of brand use. Key driver analysis map
They provide useful information
They provide interesting
information
They inspire me
They are entertaining
They annoy me
They are boring
They aren’t relevant to me
They are too sales-based
They are too frequent
A lot of influence
Some influence
No influence
Negative influence
Primary
importance
Secondary
importance
Q5. how would you describe <insert brand’s posts?
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46% of Britons
interacted with a
leisure
organisation on
social media
in last
6 months GEN Y (18-34)
GEN X (35-54)
BABY BOOMERS (55+)
66%
50%
34%
How does engagement differ by age group?
Our reports
Key sector and brand analysis
Headline findings
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Which brands did we track?
Airlines
Online Travel
Agents
Hotels
Car Rental
Companies Railway
Companies
Airports
Coffee
Shops
Visitor
Attractions
17
46% of Britons
interacted with a
leisure
organisation on
social media
in last
6 months
The market picture…
18
Which sectors have the highest penetration?
29%
(13.7) 28%
(13.3) 27%
(12.8) 26%
(12.3) 25%
(11.9) 22%
(10.4)
16%
(7.6)
10%
(4.7)
Airlines
Online Travel
Agents Hotels
Car Rental
Companies Railway
Companies
Airports
Coffee
Shops
Visitor
Attractions
Sector penetration – (Millions of adults)
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On average adults interacted with
6.5 leisure brands in the 6 months
prior to fieldwork
20
Which sectors are best at relationship building?
Based on interactions with brands from respective sector
Organisation I can
trust
41 Hotels
Make me feel good
30 Coffee
shops
Represent cause I’m
interested in Have similar values
to me
20 15 Car
rentals Car
rentals
21
What makes a good social media post?
Description of social media posts from brands in respective sector
They provide interesting
information
!
47 30
They inspire me
26 14
They are entertaining
29 16
They annoy me
9
They provide useful
information 54 32
Best and worst in class
22
Which sectors are best at generating satisfaction with their posts and at influencing product purchase?
A lot of influence Some influence
Visitor
Attractions 27 54 25 49 81 74
Airports 21 59 21 49 80 70
Online Travel
Agents 23 53 21 53 76 74
Railway
Companies 24 50 22 45 74 67
Airlines 22 50 20 51 72 71
Hotels
Coffee
Shops
18 51 20 45
28 42 21 42 70
69
63
65
27 58 26 57
Influence of interaction on
satisfaction with brand
Influence of interaction on
using / buying the brand
Car Rental
Companies 85 83
23
The brands that can be analysed further
Airlines
Online Travel
Agents
Hotels
Car Rental
Companies Railway
Companies
Airports
Coffee
Shops
Visitor
Attractions
24
And the overall top performer is…
Our reports
Key sector and brand analysis
Headline findings
26
The freemium report?
This report provides a commentary on Britons’ interactions with leisure organisations on social media.
It will provide you with insight on:
How effective your sector is at converting social media interactions to brand use 3
The key drivers of converting interactions to use 4
The different roles of social media platforms 2
Why and how leisure users interact on social media 1
The full report?
Our full report will provide you with much richer and deeper analysis including:
Key driver analysis to understand the drivers of use by sector 3
The performance of your organisation (if surveyed and robust enough base) 2
Brand ranking index, overall and by sector 1
You can purchase the full report for £975.
27 © BDRC Continental
Brand Reputation – How to make it, how to break it. 24th June 2015 RESTRICTED
About BDRC Group
BDRC Continental
London
BDRC China
Beijing
BDRC Australia
Sydney
BDRC Asia
Singapore
& Indonesia
BDRC Americas
Washington DC
Launched in London in 1991, BDRC Group has grown into a renowned international
consumer insight consultancy, conducting research in over 60 countries and turning over
more than USD 35,000,000 per annum.
The group’s businesses cover the full range of research services from data collection
through to consultancy. BDRC Group, based in prime central global locations, works across
a range of vertical business sectors. Common to all are seven key challenges where our
insight helps inform better decisions:
BDRC Group’s Research and fieldwork support services
Markets opportunities
& dynamics
Customers experience
& loyalty
Brands communication
& strategy
Products development
&pricing
Channels development
& innovation
Employees engagement
& perceptions
Compliance and
regulation
BDRC Group offers the full range of research agency services but also provides advice and guidance as to how to interpret, harness and act upon research data.
Two research divisions (Commercial and On-the-Move) contain teams of specialist professionals in Hotels & Hospitality, Culture, Leisure & Tourism, Transportation,
Public Sector, Media, Financial Services and General B2B. Combining cross-sector expertise with market specialism allows us to provide an approach that is not only
completely in tune with the specifics of a sector, but also benefits from the experience of experts from broader business contexts.
28 © BDRC Continental
Brand Reputation – How to make it, how to break it. 24th June 2015
To get back in touch…
@BDRCContinental
+44 (0)207 400 1000
www.bdrc-continental.com