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Is social simple enough? Findings from Siegel+Gale’s
2012 Global Brand Simplicity Index
Russ Meyer, Global Strategy Director @russhmeyer Brian Rafferty, Global Director, Research Insights
Simplicity is…
Useful to me
Transparent/Honest
Easy to understand
Cares about my needs
Innovative/Fresh
Simplicity pays
Copyright Siegel+Gale, 2012. All rights reserved
200%
150
100
50
0
–50
Simplicity Portfolio up 190%
S&Pup 77%
Dowup 70%
DAXup 71%
FTSEup 43%2009 2010 2011 2012
People are willing to pay more for simpler experiences
General insurance
Shipping/Mail
Retail/General
Health insurance
Restaurants
Travel/Train
Appliances
Retail/Grocery
Retail/Fashion
Automotive
Electronics
Fitness
Internet search
Banks/Retail
Travel/Air
Internet retail
Travel/Car rental
Social media
Retail/Health/Beauty
Travel/Hotels
Media
Travel/Booking
Telecom/Cable
Utilities
Telecom/Cell phone
Copyright Siegel+Gale, 2012. All rights reserved
Some industries are simpler than others
Most complex industry
Simplest industry
Copyright Siegel+Gale, 2012. All rights reserved
Most simple global brands: 2012
Copyright Siegel+Gale, 2012. All rights reserved
Search brands vs. social brands
Search brands Social brands
Simple brand Complex brand
0 125
3 26 29 39 69 73 83 103 105 11862 66
Copyright Siegel+Gale, 2012. All rights reserved
Least simple global brands: 2012
Copyright Siegel+Gale, 2012. All rights reserved
Usefulness and transparency are the dimensions where social lags most
Copyright Siegel+Gale, 2012. All rights reserved
0
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2
3
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Social media
Internet search
Useful to me
Transparent/Honest
Innovative/Fresh
Easy to understand
Cares about my needs
Search is simple because it’s easy to use and intuitive
“[Bing] gives you direct results.”
“The ease of use and the results you get [from Bing] make it much easier to search.”
“Google makes searching much easier.”
“[Google] is one of the most simple websites out there.”
“Using [Google] is basically built in to what I am doing and any search is easy.”
“Google’s web interaction is intuitive.”
Copyright Siegel+Gale, 2012. All rights reserved
Social is complex because its purpose is often unclear and privacy issues prevail
“Compared to other websites, Facebook’s interface is horrible. It’s amazing so many older people have been able to figure out how to use it.”
“Facebook keeps changing for the worse. They keep changing everything about it which makes it hard to keep up with and very frustrating.”
“Privacy [on Facebook] is not a simple issue. I still can’t figure out how to set my account to the privacy settings I want.”
“Have never found a good explanation of how [Google+] differs/is similar to regular Google.”
“Haven’t figured out how to use my Google+ account, online help inadequate, other social media much more intuitive.”Copyright Siegel+Gale, 2012. All rights reserved
Search brands vs. social brands
Search brands Social brands
Simple brand Complex brand
0 125
3 26 29 39 69 73 83 103 105 11862 66
Copyright Siegel+Gale, 2012. All rights reserved
Beginning October 16, 2012 you may download the full study at siegelgale.com/Pivot2012
To learn more
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