Brand Reputation How to make it, how to break it

Transcription

1 Brand Reputation How to make it, how to break it 24th June 2015 BMA House, London #bdrcbrandconf 1

2 Brand Reputation How to make it, how to break it Welcome 09:30 Measuring Brands & Reputation 09:40 Social Media 10:20 Coffee Break 10:45 Crisis Management 11:10 Mind the gap 11:40 Ask the Experts 12:10 Lunch 13:00 Introducing BDRC s new Social Media Report Jon Young & Tim Sander BDRC Continental 2

3 Social Media Impact Brand Reputation Presentation

4 What we did We surveyed a nationally representative sample about their social media interactions in the last 6 months with brands across eight leisure industry sectors. Airlines Online Travel Agents Car Rental Companies Hotels Airports Railway Companies n=1,007 Coffee Shops Visitor Attractions 4

5 What we discovered 1 Why and how leisure users interact on social media 2 The different roles of social media platforms 3 4 How effective each sector is at converting social media interactions to brand use What users think about the leisure sector s social media activity 5 The key drivers of converting interactions to use 6 How consumers needs change according to sector type 7 Behaviour by age group 5

6 Headline findings Key sector and brand analysis Our report

7 How big is the leisure social media market?! 46% of Britons interacted with a leisure organisation on social media in the last 6 months 7

8 Why do users interact with leisure brands on social media? 41% 24% 10% 25% LEARNERS WATCHERS CONNECTORS PROACTIVES Interact to learn about a brand and its products or about something related to the brand and its products Interact to follow a brand s information updates or enjoy / engage in a brand s social media campaigns Interact to connect to a cause or subject that is important to them Interact to ask questions, express dissatisfaction, endorse brand, share brand experience,/post enter a competition or get a discount Q4b What was the reason for your most recent interaction? 8

9 How does this change across social media platforms? Segments by each channel used for most recent interaction (%) LEARNERS WATCHERS CONNECTORS PROACTIVES Facebook Twitter YouTube LinkedIn Instagram Pintrest Tumblr Q3 On which of the following social media sites was your most recent interaction with Q4b What was the reason for your most recent interaction? 9

10 Do social media interactions convert to brand use and brand satisfaction? Influence on brand use and satisfaction (%) A lot of influence used product directly as a result of social media posts Some influence social media interaction was one of many usage influencers No influence A lot of influence on satisfaction Some influence on satisfaction No influence on satisfaction % a lot / some influence on satisfaction No influence Rather discouraged me from using % a lot / some influence Brand use 25 Satisfaction Q6/7. How much influence did this interaction with <insert brand> have in encouraging you to use their product/have on your satisfaction with them? 10

11 Are we as annoying as our friends? 11

12 We are not your friends (thankfully) Q10. How would you describe <insert brand s posts? 12

13 What key metrics drive brand use and satisfaction? Key influencers of brand use. Key driver analysis map Primary importance They provide useful information They provide interesting information No influence A lot of influence Secondary importance They aren t relevant to me They are too salesbased They are boring They are entertaining They inspire me Some influence They are too frequent They annoy me Negative influence Q6. How much influence did this interaction with <insert brand> have in encouraging you to use their product? Q5. how would you describe <insert brand s posts? 13

14 How does engagement differ by age group? 46% of Britons interacted with a leisure organisation on social media in last 6 months BABY BOOMERS (55+) GEN X (35-54) GEN Y (18-34) 34% 50% 66% 14

15 Headline findings Key sector and brand analysis Our reports

16 Which brands did we track? Airlines Hotels Airports Online Travel Agents Car Rental Companies Railway Companies Coffee Shops Visitor Attractions 16

17 The market picture 46% of Britons interacted with a leisure organisation on social media in last 6 months 17

18 Which sectors have the highest penetration? Sector penetration (Millions of adults) 29% (13.7) 28% (13.3) 27% (12.8) 26% (12.3) 25% (11.9) 22% (10.4) 16% (7.6) 10% (4.7) Coffee Shops Hotels Airlines Online Travel Agents Railway Companies Airports Car Rental Companies Visitor Attractions 18

19 On average adults interacted with 6.5 leisure brands in the 6 months prior to fieldwork 19

20 Which sectors are best at relationship building? Organisation I can trust Hotels 41 Make me feel good Coffee shops 30 Represent cause I m interested in Car rentals Car Have similar values to me rentals Based on interactions with brands from respective sector 20

21 What makes a good social media post? Best and worst in class They provide useful information 54 32! They provide interesting information They are entertaining They inspire me They annoy me 9 Description of social media posts from brands in respective sector 21

22 Which sectors are best at generating satisfaction with their posts and at influencing product purchase? Influence of interaction on satisfaction with brand Influence of interaction on using / buying the brand Car Rental Companies Visitor Attractions Airports Online Travel Agents Railway Companies Airlines Coffee Shops Hotels A lot of influence Some influence 22

23 The brands that can be analysed further Airlines Hotels Airports Online Travel Agents Car Rental Companies Railway Companies Coffee Shops Visitor Attractions 23

24 And the overall top performer is 24

25 Headline findings Key sector and brand analysis Our reports

26 The freemium report? This report provides a commentary on Britons interactions with leisure organisations on social media. It will provide you with insight on: 1 Why and how leisure users interact on social media The different roles of social media platforms How effective your sector is at converting social media interactions to brand use The key drivers of converting interactions to use The full report? Our full report will provide you with much richer and deeper analysis including: Brand ranking index, overall and by sector The performance of your organisation (if surveyed and robust enough base) Key driver analysis to understand the drivers of use by sector You can purchase the full report for

27 About BDRC Group Launched in London in 1991, BDRC Group has grown into a renowned international consumer insight consultancy, conducting research in over 60 countries and turning over more than USD 35,000,000 per annum. The group s businesses cover the full range of research services from data collection through to consultancy. BDRC Group, based in prime central global locations, works across a range of vertical business sectors. Common to all are seven key challenges where our insight helps inform better decisions: BDRC Continental London Markets opportunities & dynamics Customers experience & loyalty Brands communication & strategy Products development &pricing Channels development & innovation Employees engagement & perceptions Compliance and regulation BDRC Americas Washington DC BDRC Asia Singapore & Indonesia BDRC China Beijing BDRC Australia Sydney BDRC Group offers the full range of research agency services but also provides advice and guidance as to how to interpret, harness and act upon research data. Two research divisions (Commercial and On-the-Move) contain teams of specialist professionals in Hotels & Hospitality, Culture, Leisure & Tourism, Transportation, Public Sector, Media, Financial Services and General B2B. Combining cross-sector expertise with market specialism allows us to provide an approach that is not only completely in tune with the specifics of a sector, but also benefits from the experience of experts from broader business contexts. BDRC Group s Research and fieldwork support services BDRC Continental Brand Reputation How to make it, how to break it. 24th June RESTRICTED

28 To get back in touch +44 (0) BDRC Continental Brand Reputation How to make it, how to break it. 24th June