These slides are from a presentation by Laurence Vincent, UTA Brand Studio Chief Branding Officer, at the 2014 South by Southwest Interactive festival. It includes data from a Brand Dependence study on leading social media brands. It is not a complete record of the presentation.
Text of Followers Attached | 2014 SXSW Presentation on Social Media Brand Dependence
March 7, 2014 Followers Attached Why their brand story matters as much as your brand story. presented at South by Southwest @lvincent #brandattch
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UTA Brand Studio Quote If youve got them by the balls their hearts and minds will follow. John Wayne @lvincent #brandattch 6
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Adele Dazeem @lvincent #brandattch 9
UTA Brand Studio Quote Follow that will and that way which experience confirms to be your own. Carl Jung @lvincent #brandattch 10
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UTA Brand Studio Brand-complicit Brand collage found in Colton Harris-Moores home @lvincent #brandattch 14
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Insight Brands can serve as a form of self-expression @lvincent #brandattch 16
Insight Liking a brand is not the same as feeling a brand is like you. @lvincent #brandattch 21
71% of US consumers agree: I make it a point to buy brands from companies whose values are similar to my own. Young & Rubicam, 2010 @lvincent #brandattch 22
UTA Brand Studio Connecting beliefs and brands VALUES BRAND CULTURE B R A N D N A R R AT I V E C YC L E BRAND AGENTS NARRATIVE @lvincent #brandattch 23
UTA Brand Studio Brand Attachment Deborah MacInnis and C. Whan Park @lvincent #brandattch 24
UTA Brand Studio Brand Attachment Connected ATTACHED BRAND When I think about it Ignored Brand Unconnected SIGNS OF ATTACHMENT Brand-Self Connection Respected Brand A lot like me Brand for Others I never think about it Not for me Prominent Easily forgotten @lvincent A LOT LIKE ME #brandattch People see the brand as being a lot like themselves; sharing their values. Prominence Thoughts and feelings about the brand come to mind automatically; requiring very little conscious effort.
UTA Brand Studio Two questions to ask The Identity Question What about my brand connects with my target audiences identity? The Experience Question How can I create experiences that consistently summon identity-relevant thoughts and feelings about my brand. @lvincent #brandattch 26
UTA Brand Studio Brand experience Sensations, feelings and thoughts that are evoked by a brands design and identity, packaging, communications, and environments. Journal of Marketing, 2009 @lvincent #brandattch 27
UTA Brand Studio Brand Experience Designed for attachment @lvincent #brandattch 28
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Brand Dependence @lvincent #brandattch 34
UTA Brand Studio Social Media Brand Dependence 2,006 US consumers 18+ 15 social media brands Field work in February, 2014 Statistically representative of the general US adult population Respondent only evaluated brands they currently use @lvincent #brandattch 35
UTA Brand Studio Social Media brands studied Facebook Snapchat Flickr Tumblr Foursquare Twitter Google+ Vimeo Instagram Vine LinkedIn Yelp Pinterest YouTube reddit @lvincent #brandattch 36
UTA Brand Studio One Metric; Two Scores IMPACT INTENSITY Measures brand attachment amongst current users of the brand. @lvincent #brandattch Weighted brand attachment score to reflect percentage of population sampled that are current users of the brand. 37
UTA Brand Studio Brand Dependence Selected social media brands ranked by Intensity 1 2 3 4/5 6/7 Facebook Instagram YouTube Pinterest reddit 43 42 39 38 8 9 10/11 Foursquare Vine Google+ Twitter 36 35 33 12/13 Tumblr Snapchat 37 14 Flickr Vimeo LinkedIn 32 31 n=2,006 US adults 18+; each brand evaluated by current users Survey conducted February 24-28, 2014 @lvincent #brandattch 38
UTA Brand Studio Brand Dependence Selected social media brands ranked by Impact 1 2 3 4 5 Facebook YouTube Pinterest Twitter Instagram 40 34 20 19 19 91% usage 88% usage 52% usage 59% usage 43% usage 6 7 8 9 10 Google+ LinkedIn Yelp Tumblr Snapchat 17 13 10 9 8 52% usage 41% usage 32% usage 24% usage 22% usage n=2,006 US adults 18+; each brand evaluated by current users Survey conducted February 24-28, 2014 @lvincent #brandattch 39
UTA Brand Studio 6 Brand Dependence Facebook B Instagram D C Pinterest YouTube E BRAND-SELF CONNECTION A reddit G F H Snapchat Tumblr Foursquare I Vine L J K N O M Flickr Google+ LinkedIn Yelp Vimeo 4 @lvincent #brandattch 40
UTA Brand Studio Brand Dependence 6 A B A B D C C D E F E G H F G BRAND-SELF CONNECTION I J H L I N K O M J K L M N O 4 10 6 0 PROMINENCE @lvincent Facebook (43) Instagram (42) YouTube (39) Pinterest (38) reddit (38) Tumblr (37) Snapchat (37) Foursquare (36) Vine (35) Google+ (33) Twitter (33) Flickr (32) Vimeo (32) LinkedIn (31) Yelp (30) #brandattch 10 41
