leveraging your brand connected consumer sxsw

© 2013 EXPO Communications | Proprietary & Confidential

UNDERSTANDING and LEVERAGING

Brand Connected Consumers


BRAND CONNECTED CONSUMERSSTUDY SUMMARY

Of consumers are digitally engaged in some way

A smaller, more powerful group of consumers has emerged, termed the Brand Connected Consumer

(BCC). 1 out of 4 consumers are BCCs. 25%

BCCs are posting to and about brands at least once per a week.

80%

BCCs can be found posting on social, retailer, brand properties and more.

BCCs shop more frequently than others, and these interactions influences their purchasing habits.


• BCCs are actively posting text, photos and videos in a number of places including brand properties, social media and retailer websites.

• Making it easy for other consumers to hear from their peers about products that are interested in.

• And consumers are looking for information where BCCs are providing it.

Where BCCs provide information

BCCs ARE TALKING ABOUT BRANDS POSTING FREQUENTLY ACROSS THE WEB


BCC – posting information

Brand Aware – seeking information

How frequently do you post/seek information about each of the following brands? At least once a week % shown

19%

BCCs TALK ABOUT BRANDS THEY USE REGULARLYALIGNING WITH WHAT CONSUMERS ARE SEEKING


• Even though 6 in 10 consumers that send messages directly to brands say it’s because they’re satisfied, it’s still important to consumers that they’re acknowledged by the brand in various locations:

• On the brand’s social network pages - 80% Feel it’s Important That Their Feedback is Acknowledged

• On their personal social network pages - 70% Feel it’s Important

• On review sites - 75% Feel it’s Important

• And they’re confident that brands both see and value their posts in each of those locations:

Resource% that are confident

brands see their posts in each location

% that are confident brands value information

they provide in each location

Brand social network pages 83% 87%

Personal social network pages

73% 79%

Review sites 79% 80%

BCCs EXPECT BRAND ACKNOWLEDGMENTCONFIDENT THEIR FEEDBACK IS SEEN


• When consumers are satisfied with an exchange they have with a brand

• 40% purchase more of from the brand

• 2 in 10 will buy the brand for the very first time

• Further, satisfied consumers are significantly more likely to recommend

the brand to others

LISTENING ISN’T ENOUGHTHE QUALITY OF A BRAND’S RESPONSE HAS MAJOR IMPACT ON PURCHASE BEHAVIOR

70%stop buying from

the brand

30%no effect

• 1 in 4 times a consumer is less than satisfied

with an online brand exchange, they

completely stop buying the brand

• 56% of the time a consumer posts a comment

because they are dissatisfied, they receive no

response from the brand


IMPACT SALES DRIVE ENGAGEMENT WITH BCC CONTENT

• 3-8x greater CTR vs. standard flash ads

• 2x greater increase in purchase intent (target audience)

• 7%+ increase in online awareness

BCC Content in Ads Build Awareness

• 6-36% lift in conversion rate• 8% average lift in cart size

(CPG)

BCC Content at RetailersDrives Purchase

• 1 Million+ earned views • 163% increase in search related

views – ‘how to’ keywords• 2X CTR vs. average site visitor• Average View > 2 :30s spots

BCC Content at RetailersDrives Purchase


BCC SUMMARY THE UNTAPPED EARNED MEDIA OPPORTUNITY

• BCCs make up 25% of all consumers

• Their engagement ultimately influences other consumer's purchase intent/future shopping behavior

• Brands have the ability to enable/empower their BCCs to tell their brand stories

• Requires ongoing, strategic effort from the brand

leveraging your brand connected consumer sxsw

Business

satisfied consumers

brand properties

brand acknowledgmentconfident

brands response

brands social network

following brands

online brand exchange

powerful group of consumers