brandshare china results 2013
TRANSCRIPT
it pays to share China findings
friend like forward
2
technology &
social media
ushered in new
definitions for
many familiar
words
3
but no word has seen a more
profound shift in meaning than
SHARE
it’s gone from a virtue to a click
?
?
?
?
4
?
? it got us thinking…
what if brands
rediscovered the
virtue of sharing?
if brands were to truly share…
5
what would they have to do?
would people want them to do it?
is there business value in it for them?
?
6 6
to start, we identified 16 sharing behaviors for brands across 6 dimensions
listens and responds thoughtfully
gives many ways to ask questions and give opinions
invites people to share stories/experiences
using their products and services with others
enables people to share info/stories/videos with friends
offers brand experiences beyond just using the product
links people and the brand online and in real life through events and activities
[shares] company history or story
communicates openly and transparently about how products are sourced and made
conducts business in ways that align with
people’s values
gives back to the community
shares people’s beliefs for helping the world
asks people about their needs
demonstrates it wants people to succeed at what’s important to them
enables people to personalize products
invites people to test products, collaborate on design, and provide feedback
openly offers information on how the brand performs against competitors
7
8
9
6
5
4
3
2
1
13
14
15
16
10
11
12
we then talked to…
countries 8 Brazil, Canada, China, France, Germany, India, UK, USA
industry sectors 12
apparel, auto, beer/wine/spirits, consumer electronics, energy, FMCG, financial services, food & beverage, health & wellness, retail, technology, telecommunications
brands 212 48 multi-national brands, plus approx. 30 “local” brands per country
11,000 people general online consumer population who report at least a
minimal level of engagement* with brands
online survey 1 30 minute duration
in…
about…
across…
through…
7 *to participate in the survey, respondents had to report participating in a minimum of one brand engaging activity in the last 12 months. brand
engaging activities might include things like visiting a brand website, attending a brand sponsored event, following a brand on Twitter,
wearing branded clothing, etc.
8
27+ controlled, distributed sample
brands evaluated 75 48 multi-national brands, plus 27 “local” brands
2,064 people general online population who report at least a minimal
level of engagement with brands
in…
about…
metro regions
in China we talked to…
to find out…
which sharing behaviors are most important to people?
IMPORTANCE
how important are those behaviors and do people want more of them?
INTEREST
do people use, purchase or recommend brands that share?
INTENT
9
10
what we learned…
10
90% of people globally want
brands to share
Q13: You will be presented with things that a brand could do to build and maintain a connection with you or customers like you.
For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not
enough? [Percent of people who selected “JUST RIGHT” or “NOT ENOUGH”]
11
10% of people globally think
brands do it well
Q15: please select the statements that you feel apply to [BRAND]. Average % who stated sharing statements applied to [BRAND]
91% of people in China want
brands to share
Q13: You will be presented with things that a brand could do to build and maintain a connection with you or customers like you.
For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not
enough? [Percent of people who selected “JUST RIGHT” or “NOT ENOUGH”]
12
20% of people in China think
brands do it well
Q15: please select the statements that you feel apply to [BRAND]. Average % who stated sharing statements applied to [BRAND]
13
there’s a gap between what’s important to people
and what brands deliver
9%
9%
8%
11%
11%
10%
11%
11%
9%
17%
10%
12%
10%
10%
12%
17%
25%
30%
32%
36%
39%
42%
43%
44%
45%
45%
46%
49%
49%
51%
54%
54%
SD: Enables people to share info/stories/videos with friends
SE: Links people and the brand online and in real life through events and activities
SD: Invites people to share stories/experiences using their products and services with others
SE: Offers brand experiences beyond just using the product
SG: Demonstrates it wants people to succeed at what’s important to them
SV: Shares people’s beliefs for helping the world
SP: Enables people to personalize products
SD: Gives many ways to ask questions and give opinions
SP: Invites people to test products, collaborate on design and provide feedback
SH: [Shares] the company history/story
SV: Conducts business in ways that align with people’s values
SV: Gives back to community
SD: Listens & responds thoughtfully
SG: Asks people about their needs
SV: Communicates openly and transparently about how products are sourced and made
SP: Openly offers information on how the brand performs against competitors
Q10: you will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that
you like, how important is each of the following to you? [5-Point Scale, Top 2 Box]
Q15: please select the statements that you feel apply to [BRAND]. [Average % who stated sharing statements applied to [BRAND]
-37%
-42%
-41%
-39%
-37%
-36%
-28%
-36%
-33%
-32%
-32%
-28%
-25%
-24%
-21%
-16%
gap (performance – importance)
Importance Performance
-48%
-43%
-45%
-40%
-45%
-43%
-43%
-42%
-40%
-41%
-35%
-39%
-38%
-36%
-30%
-32%
14
People in China also indicate that there’s a gap between
what’s important to them and what brands deliver
Q10: you will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that
you like, how important is each of the following to you? [5-Point Scale, Top 2 Box]
Q15: please select the statements that you feel apply to [BRAND]. [Average % who stated sharing statements applied to [BRAND]
gap (performance – importance)
17%
19%
18%
17%
17%
24%
18%
19%
18%
18%
19%
18%
24%
22%
24%
19%
49%
49%
54%
55%
56%
59%
59%
59%
60%
61%
62%
63%
64%
67%
67%
67%
SV: Conducts business in ways that align with people's values
SD: Enables people to share info/stories/videos with friends
SE: Links people and the brand online and in real life through events and activities
SD: Invites people to share stories/experiences using their products and services with others
SG: Demonstrates it wants people to succeed at what's important to them
SH: [Shares] company history or story
SD: Gives many ways to ask questions and give opinions
SE: Offers brand experiences beyond just using the product
SP: Invites people to test products, collaborate on design, and provide feedback
SV: Communicates openly and transparently about how products are sourced and made
SP: Enables people to personalize products
SD: Listens and responds thoughtfully
SV: Shares people's beliefs for helping the world
SV: Gives back to the community
SP: Openly offers information on how the brand performs against competitors
SG: Asks people about their needsImportance Performance
Q16-18a: for each [BRAND] please indicate how likely you are to: [purchase from or use that brand], [recommend that brand to a
friend, colleague or relative], [give that brand a try/increase use] the next time you are purchasing/using the type of product or
service that brand offers
people reward brands that share sharing correlates strongly with actions that drive business value
15
LOW
MODERATE
STRONG
NONE .3
INTENT TO
USE/TRIAL
INTENT TO
PURCHASE
INTENT TO
RECOMMEND
correlation between brands that share and
people’s intent to use/trial, purchase and recommend that brand
.2 .1
LOW
MODERATE
STRONG
NONE .3
correlation between brands that share and
people’s intent to use/trial, purchase and recommend that brand
.1
Q16-18a: for each [BRAND] please indicate how likely you are to: [purchase from or use that brand], [recommend that brand to a
friend, colleague or relative], [give that brand a try/increase use] the next time you are purchasing/using the type of product or
service that brand offers 16
People in China similarly reward brands that share sharing correlates strongly with actions that drive business value
INTENT TO
USE/TRIAL
INTENT TO
RECOMMEND
INTENT TO
PURCHASE
* brand performance vs. willingness to recommend
sharing is perceived as more important and in higher
demand in China than elsewhere
17
Chinese results indexed to global and developing country averages
stated importance 1.5
Developing
1.0
Global
unmet demand
Global
& Developing
1.0
derived importance*
Global
1.0
Developing
1.1
1.4
1.2
0.9
18
how can a brand share?
18
19
the six dimensions of sharing
19
we converse
we do things together
we want to achieve the same things
we believe in the same things
we create together
we know the same story
20
each individual dimension of sharing
drives business value
at the far right end of the business value
axis, shared history and shared product
drive the most value for brands globally
but there is also a compounding effect
to sharing. the more dimensions of
sharing you practice, the greater the
business value from each
*illustrative representation
Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative] he next
time you are purchasing/using the type of product or service that brand offers
correlation to consumer intent to recommend
BUSINESS VALUE OF SHARING*
there is a hierarchy of sharing…
21
the y-axis of demand for sharing
shows that more substantive,
involving dimensions are in higher
demand; they are also in scarcer
supply
less demanded forms of sharing tend
to be more prevalent but drive less
business value, possibly because
execution is out of sync with people’s
expectations
history is significantly more influential
than its demand would suggest
*illustrative representation
Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you.
For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not
enough? [% selected NOT ENOUGH]. Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a
friend, colleague or relative] he next time you are purchasing/using the type of product or service that brand offers
correlation to consumer intent to recommend
BUSINESS VALUE OF SHARING*
DEM
AN
D F
OR
SH
AR
ING
* co
nsu
mer
s w
ho
des
ire
mo
re
GREATER UNMET DEMAND
STRONGER
LINK TO
CONSUMER
BEHAVIOR
but there is more to the story
22
*Illustrative representation
Q13: You will be presented with things that a brand could do to build and maintain a connection with you or customers like you.
For each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not
enough? [NOT ENOUGH]. Q18a: For each [BRAND] please indicate how likely you are to recommend that brand to a friend,
colleague or relative] he next time you are purchasing/using the type of product or service that brand offers
correlation to consumer intent to recommend
BUSINESS VALUE OF SHARING*
DEM
AN
D F
OR
SH
AR
ING
* co
nsu
mer
s w
ho
des
ire
mo
re
GREATER UNMET DEMAND
STRONGER LINK
TO CONSUMER
BEHAVIOR
in China, shared history, product and experience are
most effective
spark a meaningful conversation
SHARED
DIALOG
listens and responds thoughtfully
gives many ways to ask questions and give opinions
invites people to share stories/experiences using their products
and services with others
enables people to share info/ stories/videos with friends
4
3
2
1
shared dialog is the first step
toward sharing your brand with
people of all ages
on average, 40% of people want your brand to
engage in more meaningful conversations with them
people want you to listen, show genuine interest and, most importantly, act on what you hear
% of people who want brands to do more listening and thoughtful responding to their opinions [by age group]
Q1: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For
each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough?
[% selected NOT ENOUGH for “Listen and Respond Thoughtfully” ] 24
25
% of people who want brands to do more listening and thoughtful responding to their opinions [by age group]
Q1: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For
each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough?
[% selected NOT ENOUGH for “Listen and Respond Thoughtfully” ]
four out of ten people in China
aged 30-64 years old want
brands to do a better job
listening and responding
thoughtfully to feedback desire for more meaningful conversations in China is similar to other countries, with 40% of people in China, on average, saying they want your brand to
engage in more meaningful conversations with them
26
AXE* Voices, the brand’s community
managers, create and distribute
lifestyle and product content across
social channels and spend hours
every day responding to virtually
every comment or message directed
at the brand. by humanizing the
brand, AXE has attracted almost 4.5
million fans. AXE likes what its fans like
and engages with its community to
show fans that AXE is more than just a
can of body spray.
CASE
STUDY
26
*Edelman Client
make every occasion special
SHARED
EXPERIENCE
offers brand experiences beyond just using the product
links people and the brand online and in real life through events and activities
6
5
Q10: you will be presented with things that a brand can do to build and maintain a connection with you or customers like you.
Thinking about brands that you like, how important is each of the following to you? [5 Point Scale, Top 2 Box: Average: “Creates
experiences beyond just using the product” and “Gives me ways to link up online and in real life through fun events and activities “]
experiences need to be about people, not about your brand
28
people everywhere want to share experiences with brands people in developing markets are particularly enthusiastic, yet in developed markets the
novelty seems to be wearing thin the study suggests shared experiences need to be as much about people’s interests as they are about products to rekindle their business value
Q10: you will be presented with things that a brand can do to build and maintain a connection with you or customers like you.
Thinking about brands that you like, how important is each of the following to you? [5 Point Scale, Top 2 Box: Average: “Creates
experiences beyond just using the product” and “Gives me ways to link up online and in real life through fun events and activities “] 29
shared experience is highly relevant in China, similar to other developing markets
China closely resembles other developing markets when it comes to the level of importance people assign to shared experiences with brands and their desire for
more
30
CASE
STUDY
30
Heineken's* Departure Roulette recognized and rewarded its audiences' thirst for spontaneity and adventure with an airport-based
experience that enticed people to take a leap of faith by trading in the air tickets in their hands for a trip to an unknown destination.
this experience was as much about people’s desire for adventure as it was about the brand’s positioning.
*Edelman Client
lend an ear and a ladder
SHARED
GOALS
asks people about their needs
demonstrates it wants people to succeed at what’s important to them
7
8
whether it’s being a great parent or having a
secure financial future, 90% of people recognize and value the role that brands play in enabling the achievement of goals
but people would rather be asked what they
need before being told how to get there
this is most true in product categories where people aren’t always confident in their knowledge or expertise, such as financial
services and technology
people want brands to help them reach goals
% of people who think brands asking about their needs rather
than just telling them about their products is one of the most
important sharing behaviors [by industry category]
Q11: Please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [% selected “Asks me about
my needs and doesn’t just try to sell me products”] 32
33 Q11: Please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [% selected “Asks me about
my needs and doesn’t just try to sell me products”]
similar to the rest of the world, 91% of Chinese people recognize and value the role that brands play in enabling the achievement of goals
Chinese people are even more likely than the global average to want to be asked about their aspirations before being advised how to achieve them, particularly in categories
where they aren’t always confident in their knowledge or expertise
people in China want brands to help them reach goals
% of people who think brands asking about their needs rather
than just telling them about their products is one of the most
important sharing behaviors [by industry category]
34
Adidas* understands that people's
performance aspirations are as
individual as they are. the brand
literally lives, runs and practices with
people to understand their goals
and motivations.
the brand recently asked dozens of
women to photograph something
that motivated them to work out
and the result challenged the
brand’s preconceptions about
people’s goals and informed new
product development.
CASE
STUDY
34
*Edelman Client
stand up for what you stand for
SHARED
VALUES
communicates openly and transparently about how products are sourced and made
conducts business in ways that align with people’s values
gives back to the community
shares people’s beliefs for helping the world
9
10
11
12
you can place a value on your brand’s values 92% of people want to do business with companies that share their beliefs a strong correlation proves that people buy, use and recommend
products whose values they share
LOW
MODERATE
STRONG
NONE .3
correlation between brands that demonstrate shared
values and consumers’ intent to recommend that brand
Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next
time you are purchasing/using the type of product or service that brand offers 36
LOW
MODERATE
STRONG
NONE .3
correlation between brands that demonstrate shared
values and consumers’ intent to recommend that brand
Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next
time you are purchasing/using the type of product or service that brand offers 37
Global
there is value to sharing brand values in China similar to the rest of the world, 93% of people in China want to do business with companies that share their beliefs although still a meaningful driver of
business, the measurable impact of Shared Values on people’s buying behavior seems to dramatically increase as markets mature
translate your values into
tangible actions
nearly 50% of people want you to be more open and transparent about how your products are made and sourced
4 in 10 people want you do more to give back to the community
% of people who want brands to share more of their values
Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you.
For each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not
enough? [% selected NOT ENOUGH] 38
% of people who want brands to share more of their values
Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you.
For each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not
enough? [% selected NOT ENOUGH] 39
demand for shared values
in China is similar
half of people in China want more
transparency around sourcing as well as greater help for communities
40
Mars* is a model of transparency and a global force for good in
sustainable cocoa sourcing and supply chain management. the brand has invested heavily in research and local agriculture and pledged to buy 100% of its cocoa,
coffee, tea, fish and palm oil from third-party certified sustainable sources by 2020, which can be tracked on its website.
CASE
STUDY
40
*Edelman Client
you’ve got to give to get
SHARED
PRODUCT
enables people to personalize products
invites people to test products,
collaborate on design, and provide feedback
openly offers information on how the brand performs against competitors
13
14
15
% of consumers who want opportunities to share in the design &
development process
if they could, they would come to your
R&D labs, your design studios or
anywhere else products are designed
and developed
9 out of 10 people want a hand in creating your products
people have a lot to give…
Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For
each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [%
selected JUST RIGHT or NOT ENOUGH for “Invites me to test products, collaborate on design and provide feedback”] 42
43
% of consumers who want opportunities to share in the design &
development process
Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For
each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [%
selected JUST RIGHT or NOT ENOUGH for “Invites me to test products, collaborate on design and provide feedback”]
just over 9 out of 10 people in China want a hand in creating your products
however, correlation to business
impact is somewhat weaker in China
than the global average
people in China are highly
interested in helping to design
and create products
rank of openly sharing product performance data vs. other sharing
behaviors based on stated importance
9 out of 10 people want you to be as
transparent about your products’ performance as you are about your
values
it’s the most important of all the
brandshare behaviors in seven out
of twelve tested industries
it’s critical that what people
receive in return is honest and open
Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For
each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough?
[% selected JUST RIGHT or NOT ENOUGH for “They openly share information on how the brand compares with competitors”] Q11:
please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [average % selected “They openly
share information on how the brand compares with competitors”] 44
TECHNOLOGY
ELECTRONICS
AUTOMOTIVE
APPAREL
BEER, WINE, SPIRITS
RETAIL
FMCG/CPG
TRANSPARENCY IS
MOST IMPORTANT IN:
rank of openly sharing product performance data vs. other sharing
behaviors based on stated importance
Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For
each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough?
[% selected JUST RIGHT or NOT ENOUGH for “They openly share information on how the brand compares with competitors”] Q11:
please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [average % selected “They openly
share information on how the brand compares with competitors”] 45
APPAREL
BEER, WINE, SPIRITS
ENERGY
FMCG/CPG
FINANCIAL SERVICES
FOOD & BEVERAGE
HEALTH & WELLNESS
RETAIL
TECHNOLOGY
TRANSPARENCY IS TOP 3 IN IMPORTANCE IN:
9 out of 10 Chinese people want you to be as transparent about your products’ performance as you are about your values
although transparency is not ranked first in any of the twelve tested industries, it is among the top 3 most important of all the brandshare behaviors in nine out of the twelve
people in China also highly value honesty and openness
46
Adobe* understands that a product
made with people best serves
people‘s needs, so the company
invites people to beta test their
products. these open and public
previews actively ask people to
experience and evaluate new
products, innovations and
technologies.
Adobe’s recent invitation to beta test
Adobe® Photoshop® Lightroom® marks
the fifth consecutive version Adobe
has offered for public preview and
testing prior to its final release.
CASE
STUDY
46
*Edelman Client
where you came from shapes where you’re going
SHARED
HISTORY
shares company history or story 16
although people don’t explicitly demand that brands share their
history, a shared, open brand heritage is one of the most powerful predictors of people’s intent to purchase or recommend your brand
your history is secretly
seductive
Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next
time you are purchasing/using the type of product or service that brand offers
LOW
MODERATE
STRONG
NONE
correlation between brands that share their history and
people’s intent to recommend that brand
.3
48
Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next
time you are purchasing/using the type of product or service that brand offers
LOW
MODERATE
STRONG
NONE
correlation between brands that share their history and
people’s intent to recommend that brand
.3
49
Global
although correlation of shared history to business impact in China
is lower than elsewhere, an open brand heritage remains the most powerful predictor of people’s intent to purchase or recommend your brand
your history is secretly
seductive in China as well
50
CASE
STUDY
50
Volkswagen* is among the most
storied of all auto brands and one
that embraces its roots even as it
innovates the cars it brings to market.
The brand's "Why VW" online platform
showcases its history as a brand by
and for the people. recognizing that
many people have -- and want to
share -- stories about their own history
with the brand, “Why VW" solicits and
showcases people's own stories
about their history and experiences
with Volkswagen.
®
*Edelman Client
what can you do?
51 51
52
change your marketing communications ethos
migrate from a linear, push model to an inclusive sharing model
old model new model
53
harmonize your narrative
create a single brand narrative with consumer needs
and interests at the center
54
integrate your sharing
redesign your existing engagement channels and properties to
incorporate higher-value sharing
Q16-18a: for each [BRAND] please indicate how likely you are to: [purchase from or use that brand], [recommend that brand to a
friend, colleague or relative], [give that brand a try/increase use] the next time you are purchasing/using the type of product or
service that brand offers
it pays to share
55
LOW
MODERATE
STRONG
NONE .3
INTENT TO
USE/TRIAL
INTENT TO
PURCHASE
INTENT TO
RECOMMEND
correlation between brands that share and
people’s intent to use/trial, purchase and recommend that brand
.2 .1
it pays to share
appendix: brandshare methodology
58
59
we measured the business value of sharing
when you ask people directly, they say they want brands to share
but to prove that sharing pays we asked people to rate how well individual brands share. we then asked people if they purchase, use and recommend those same brands
we analyzed the correlation between the two to understand the connection between peoples’ opinions and their actions when brands share
this correlation is a predictive, reliable estimate of the value of sharing
we focus on the
correlation with people’s
willingness “to
recommend” a brand
because it’s considered
the most reliable
predictor of future
behavior
LOW
MODERATE
STRONG
NONE
correlation between brand sharing behaviors and people’s intent to recommend
.3
Qf8a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next
time you are purchasing/using the type of product or service that brand offers 60
all six dimensions drive business value
a guide on how to read correlations
correlation to consumer intent to recommend DERIVED IMPORTANCE*
UN
MET
DEM
AN
D*
con
sum
ers
wh
o d
esir
e m
ore
GREATER UNMET
DEMAND
STRONGER
LINK TO
CONSUMER
BEHAVIOR
HIGHER
STRATEGIC
PRIORITY OF
THE SHARING BEHAVIOR
LOW
MODERATE
STRONG
NONE .3
correlation between a brand’s perceived sharing and people’s intent to purchase,
recommend, use/trial that brand
correlation coefficient
when correlating individual attitudes with intended
behavior, coefficients over 0.2 should be
considered meaningful and “strong”
it should be noted that these correlations measure a
multifaceted relationship vs. more straightforward
correlations between 2 related attitudinal
statements
to prioritize different types of sharing, we
compared their business importance against
those with the greatest unmet consumer
demand (i.e. those behaviors people “want
more” of from brands they like)
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