brandshare india results 2013
TRANSCRIPT
it pays to share Mumbai, October 3rd 2013
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?
?
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 225 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…
6 *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.
in India we talked to…
7
17 controlled, distributed sample
brands evaluated 75 48 multi-national brands, plus 27 “local” brands
2,125 consumers general online population who report at least a minimal level of engagement with brands
in…
about…
states
8 8
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
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
82% of Indian people 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
25% of Indian people
think brands do it well
Q15: please select the statements that you feel apply to [BRAND]. Average % who stated sharing statements applied to [BRAND]
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
Indian people reward brands that share sharing correlates strongly with actions that drive business
value
13
LOW
MODERATE
STRONG
NONE .3
correlation between brands that share and people’s intent to purchase, recommend, use/trial that brand
INTENT TO
USE/TRIAL
INTENT TO
RECOMMEND
INTENT TO
PURCHASE
.2 .1
Global
* brand performance vs. willingness to recommend
sharing is more important and more effective in
India
14
Indian results indexed to global and developing country averages
stated importance 1.5
Developing
1.0
Global
unmet demand
Global
& Developing
1.0 0.7
derived importance*
Global
1.0
Developing
1.1 1.2
15
how can a brand share?
15
16
the six dimensions of sharing
16
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
17
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
There is a hierarchy of sharing behaviours
18
*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 India, product, values and history are most effective
India
19
Shared Goals 66% 45%
Shared Product 69% 47%
Shared Values 48% 65%
Indians find sharing by brands important
Shared History 68% 45%
Shared Dialogue 60% 38%
Shared Experience 58% 33%
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
22
% 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” ]
people in India are generally
more satisfied with the level of
dialog
on average, 23% of people in India want your
brand to engage in more meaningful conversations with them this number rises as you consider older consumers
23
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
23
*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
25
people everywhere like to share experiences with brands people in India and other developing markets are particularly enthusiastic, yet in developed markets the novelty seems to be wearing thin
the study suggests that as shared experiences become more familiar to Indian people, they will need to evolve to be as much about people as they are about brands
58% think it’s
important
26
CASE
STUDY
26
Harley Davidson* has focused its efforts
on sharing the brand heritage, values
and experiences with Indian
consumers.
Through regional rides and rallies, local
bike nights and live music events the
brand has continued to engage with
Harley owner communities, brand fans
and aspirants alike.
*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
29
% 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”]
82% of Indian people recognize and
value the role that brands play in enabling the achievement of goals and, similarly, want to be asked about their aspirations before being advised how to achieve them
Indian people want brands to help them achieve their goals
30
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
30
*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
demand is lower in India,
but business impact is similar
but it is important that brands recognize
the business impact of shared values
brands can expect that as the Indian market matures, people’s demand for greater sharing of values will increase
% 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] 32
you can place a value on your brand’s values 92% of people want to buy products
from those 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
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 33
Global
India
34
Tata Tea’s* cause-marketing initiatives
aim at driving consumer awareness and
participation to bring about a positive
change in society.
through multiple media platforms,
the brand has been working towards
social awakening by igniting and
inviting dialogue on topics like voting
and women’s safety.
34
CASE
STUDY
*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
37
Indian people want to be included in
the brand and product development
process
Indian people have high interest
in participating in product
development
% 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”]
rank of openly sharing product
performance data vs. other sharing behaviors based on stated importance
82% in India 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 of
the twelve tested industries globally
and all twelve in India
it’s critical that what they
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”] 38
TECHNOLOGY
ELECTRONICS
AUTOMOTIVE
APPAREL
BEER, WINE, SPIRITS
RETAIL
FMCG/CPG
TRANSPARENCY IS
MOST IMPORTANT IN:
39
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
39
*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
.3
41
Global
42
CASE
STUDY
42
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?
43 43
44
change your marketing communications ethos
migrate from a linear, push model to an inclusive sharing model
old model new model
45
harmonize your narrative
create a single brand narrative with consumer needs
and interests at the center
46
integrate your sharing
redesign your existing engagement channels and properties to
incorporate higher-value sharing
it pays to share
