Fast growth, mergers and acquisitions, diversification… when an organisation is at a turning point, its corporate culture is often harmed. This webinar helps leaders and companies give meaning to their transformation and make their corporate culture a change accelerator, instead of an obstacle.
Chief Customer Officer - Customers’ advocates enter the boardroom
The document discusses the emergence and role of the chief customer officer (CCO) position in companies. It provides the following key points:
1) More companies are creating CCO positions to strengthen customer relationships and drive a customer-centric culture as consumers have more power and influence.
2) CCOs are responsible for developing customer strategies, segmenting and understanding customers, and improving acquisition, retention and advocacy.
3) The CCO role involves changing company culture and processes to prioritize customer experience and align the organization around customer needs.
4) While responsibilities vary, CCOs typically oversee marketing, branding, analytics and customer service functions to bring the customer perspective across the company.
The document discusses how design drives retail brand value. It identifies five principles that successful brands apply to bring the relationship between design and value to life: simplicity, shopper empathy, uniqueness, consistency across touchpoints, and relevance. Great design enhances communication, conveys meaning and values, and can surprise, delight and push boundaries. It discusses how the world's best retail brands excel at omnichannel integration, understanding shoppers' purchase pathways, responding quickly to changes, and pursuing remarkable experiences to build brand value over time.
1. A consumer insight is a profound understanding of consumers that leads to a business idea which can drive profitable growth.
2. Insights are important because all marketing processes begin after insights are identified. They are the starting point for strategies and drive brand equity.
3. There are various ways to find consumer insights such as analyzing consumer data, observing trends, speaking with experts, and directly interacting with consumers. Developing an insights-hungry culture across an organization can also help uncover insights.
The document discusses how retailers can build meaningful relationships with customers by focusing on creating engaging experiences rather than just sales. It suggests that the retail experience should feel like a first date where the customer is already thinking about future interactions. To do this, retailers need to get to know customers' individual needs, create moments of delight, stay connected even when not making a purchase, and invite customer feedback and sharing of experiences. The document presents this approach as analogous to dating and emphasizes focusing on the customer experience and social interactions over short-term sales metrics.
The document discusses the rise of social media and how it has changed the relationship between brands and consumers. It suggests that brands need to focus on sharing surplus, which is the social and economic value consumers get from sharing their experiences with brands. The opportunity for brands is to help consumers collect social rewards from their peers by associating with the brand. However, brands must understand the nature of their relationship with consumers and the type of social capital they can offer in order to develop an effective social media strategy.
The document discusses brand communities and what is required to create a successful one. It defines what a brand community is, why companies should focus on them, and what motivates consumers to engage with these communities. Specifically, it explores how brand icons, shared values, rituals and leadership can help foster strong brand communities. The document also provides examples of brands that have successfully built communities through embracing these key factors.
Marketing has evolved from Marketing 1.0, which focused on product-centric selling, to Marketing 2.0, which became more customer-centric in the information age. Now, Marketing 3.0 has emerged due to the rise of social media, where consumers turn to peer feedback online and user-generated content influences purchasing decisions. Marketing 3.0 shifts the focus from consumer-centricity to human-centricity, balancing profitability with corporate social responsibility by addressing societal problems and touching consumers at a deeper level. It is now value-centric marketing that meets rational and emotional needs.
Mike Morrison, Chief Strategy Officer at Y&R Brands Australia and New Zealand, argues that traditional agencies have adapted to changes in media for years and are well-positioned to help clients navigate today's fragmented media landscape. Y&R uses a Brand Asset Valuator tool that analyzes 350,000 consumer behaviors and 19,500 brands across 44 countries to inform strategies. Morrison has also created a "Simplexity" group to explore new ideas across media channels through collaboration with innovators. While new agencies focus on authenticity and consumer empowerment, Y&R offers extensive branding history and expertise in integrating brands across multiple touchpoints through their BAV analysis.
Deep Focus' third annual 2015 Marketing Outlook Report explores the nature of two critical elements: intricacies of social media becoming digital marketing and digital marketing becoming simply known as marketing. In the context of a seemingly never-ending deluge of marketing noise, we sift through the highlights and pitfalls of what's next and help guide you through the year and beyond.
Tim Wragg, CEO Millward Brown Europe.
Ideals – the ultimate growth driver.
Idag är det viktigare än någonsin att skapa äkta och meningsfulla relationer till sina kunder. Forskning visar att företag som bygger djupare relationer till sina kunder och associeras med högre ideal och mänskliga värderingar också har den största finansiella tillväxten. Om vikten av att skapa mervärde och gå från produkt till syfte, från vad till varför.
Our outlook for 2014 is optimistic. As marketers, it has never been a more exciting time. The following things to watch for range from very strategic to very tactical, but all are related in one big way. For marketers, none of them will matter, and none of them will work at all if not driven by a healthy, big idea.
Tendensdagen 2010 brand management in innovative companies oct12 10
This document discusses the role of the Chief Brand Officer (CBO) in innovative companies. It notes that the CBO acts as a change agent to drive innovation through culture, focusing on customers, and establishing a clear brand strategy. An effective brand strategy involves living the brand through all parts of the business, having brand ambassadors, and making the brand visible. For innovation to be successful, companies must have the right culture that nurtures new ideas and is customer-focused.
The Future of Business Citizenship - People's Insights Magazine
For our global research study, The Future of Business Citizenship, we surveyed 8,000 young people in 17 countries. Our findings confirm that Millennials have high expectations from business and add an insightful layer to our observations around this generation, with real implications for brands and corporations.
MSLGROUP's global team of corporate and brand citizenship experts dive deep into the results of our study and outline what Millennials value as individuals and what they expect from businesses. The Future of Business Citizenship is part of MSLGROUP's People's Insights project that crowd-sources insights and foresights from MSLGROUP experts.
We hope you enjoy reading this comprehensive report and invite you to share your feedback and tips with us @PeoplesLab or you can reach out to us on Twitter @msl_group.
Dokumen tersebut membahas tentang teori mekanika kuantum dalam penjelasan model atom, dimulai dari gagasan De Broglie tentang sifat gelombang materi, prinsip ketidakpastian Heisenberg, dan persamaan gelombang Schrodinger yang menjelaskan fungsi gelombang elektron dalam atom.
Furma Ariansyah is a 24-year-old Indonesian male from Kayu Agung who graduated from Sriwijaya University in 2016 with a degree in electrical engineering. He attended primary school at BINA BANGSA in Palembang from 1999 to 2006, middle school at SMP LTI IGM Palembang from 2006 to 2009, and high school at SMA N 2 Lahat from 2009 to 2012. While in high school, he was a member of the basketball team. During his university years, he joined the robotic team at Sriwijaya University from 2012 to 2013. His skills include intermediate English and computer abilities, and his interests include basketball.
Bed & Belgium c'est une équipe qualifiée et expérimentée, composée de 7 personnes, qui a déjà fait ses preuves sur Bruxelles.
En effet, notre équipe, depuis 1995, propose 700 logements à Bruxelles
sur 2 plate-formes web :
www.BnB-Brussels.be et www.BrusselsDestination.be
La cooperativa ENGINEERING AND CONSTRUCTION ofrece servicios técnicos especializados en las áreas de mecánica, eléctrica, civil y petrolera a la industria petrolera y de construcción. Su objetivo es convertirse en una empresa líder en asesoramiento e inspecciones de obras de ingeniería, y la ejecución de mantenimientos preventivos y correctivos. Cuenta con personal calificado con amplia experiencia en estas áreas.
This document provides definitions and examples of the main parts of speech in English: nouns, pronouns, verbs, adverbs, adjectives, conjunctions, prepositions, and interjections. For each part of speech, it lists subcategories and provides examples to illustrate usage. It also discusses inflection of verbs and adjectives. The document aims to concisely explain English grammar and parts of speech.
O documento discute a filosofia de Nietzsche e sua crítica à tradição filosófica ocidental. Nietzsche rejeita os valores morais estabelecidos por Sócrates e o cristianismo, que valorizam a humildade e condenam valores como o orgulho. Ele propõe que os homens criem novos valores que afirmem a vida e a vontade de poder, representados pela figura do Übermensch.
Luxury retail trends and customer experience in a digital era. A perspective on the customer experience of the future, case studies from leading retailers today and the implications for business corporate strategy, retail stores, employees and HR.
For more on Retail, Digital, Employee and Customer Experience connect with Deloitte Digital Southeast Asia @DeloitteDigi_SG. We’re always happy to talk.
From strategy to delivery, Deloitte Digital combines cutting-edge design with trusted business and technology acumen to define and deliver tomorrow’s business, today. Deloitte Digital is committed to helping clients unlock the business value of emerging technologies.
Humanitarian Aid Furnished by The Lois Pope Life Foundation
The Lois Pope Life Foundation has provided millions in humanitarian aid through the years to help those in need of medical care and in difficult situations. This includes founding the Lois Pope LIFE Center in 1998 through a $10 million donation to establish The Miami Project to Cure Paralysis. It also provides an annual $50,000 grant to help displaced Sudanese refugee women and their families resettle in the United States.
The document discusses the history and influence of music. It begins by examining whether music is related to crime, citing research that shows music does not cause violence and is instead often used by mentally distressed individuals as an outlet. The document then explores various topics around the definition of good and bad music, whether popular music has devolved, and where music may be headed in the future. In the end, it argues that music acts as a powerful influence in society but can be used for both positive and negative outcomes depending on the context and individual.
cyber security and impact on national security (3)
The document discusses cyber security challenges for Pakistan's national security. It highlights shortcomings in Pakistan's cyber security framework and policies. It outlines the essential elements needed for a comprehensive security framework, including strong leadership, clear policies and strategies, adequate funding and resources, and robust laws and enforcement. It also discusses the types of cyber attacks, targets, implications for national security, and challenges in responding to attacks.
MIT-CHIEF Training Session 1: Know your Market and Customers
Have a startup idea? What’s your beachhead market? What’s the total addressable market (TAM)? Have you created a customer persona? These are key concepts that you must address thoroughly before moving ahead with prototyping. Based on a rigorous and structured framework for entrepreneurship from Bill Aulet, the managing director of Martin Trust Center for MIT Entrepreneurship, this interactive workshop will provide you insights on how to conduct effective market research and identify target customers. It is the first part of MIT-CHIEF’s Disciplined Entrepreneurship Training Series - “Building bricks for the Great Wall”, which teaches you all you need to know about how to build an innovation-driven startup.
This document discusses the importance of brands becoming useful to consumers in 2020 and beyond. It introduces the Bleublancrouge/Ipsos Utility Barometer, which measures six drivers of brand utility - captivate, co-exist, mobilize, inspire, challenge, and collaborate. The barometer was used to survey Canadians on over 100 brands. Key findings include that co-existing with consumers by making their daily lives easier has the most significant impact on perceived brand utility. Going forward, brands need to focus on problem-solving, demonstrating continued commitment, and acting on a human scale to build lasting relationships with consumers.
This document discusses the rise of purpose-led brands and how companies are increasingly focusing on their social purpose to gain a competitive advantage. Some key points:
- Customers now consider a brand's values and what it stands for, not just product/price. 62% want companies to take a stand on issues like sustainability.
- Companies with a clear social purpose aligned with customer beliefs can build more authentic relationships moving from "give me what I want" to "support what we believe in."
- Purpose provides differentiation when quality and experience are expected. It also boosts trust and protects brands from incidents that damage trust.
- Activating purpose requires understanding factors like geography, industry, brand maturity and involving
The Future of Reputation - People's Insights Magazine
Our reputation management experts in France, Brazil, the US, UK, Germany, India, the Netherlands, China and Poland, explore the evolving definition of reputation, how it can be protected, and how its sustainability can be assured for the future.
ZenithOptimedia is championing a new strategic approach to communications planning that sees a radical rethink of the way clients prioritise and allocate resources across paid, owned and earned media.
The old brand model, which advocated the creation of an external brand image to influence consumers, is a thing of the past. We think it’s time to do things differently. So, we wrote this whitepaper drawing upon the anthropological concept of culture to introduce a new model for brands. We argue that its time for true values to replace the external brand image. In other words, looking good is no longer enough. To compete in today’s fast paced landscape, brands must be better from the inside out. We call this new model Brand Culture—and we think it has the potential to transform companies into truly amazing brands.
The Brand in the Boardroom: Making the case for investment in brand by Joanna...Ogilvy
The Red Papers represent the marquee thought leadership from the Ogilvy & Mather network. Research into effectiveness shows that the more we tie individual marketing and advertising efforts to hard measures, the better that advertising performs. That is true on the much larger scale of the brand itself.
It has been challenging, however, to measure the real impact of a brand. Past brand assessments have been limited by an accounting bias and reflexive secrecy about methodology. There is a better way, described here, which has the potential to transform marketing.
The vision of Brand Valuation set forth in this paper can help us all make a better case for investment in brand even as it links our brand strategies to measurable financial outcomes—shareholder value included. That makes a powerful argument for introducing the brand into the boardroom conversation, where it can have a meaningful impact on the health of the whole enterprise.
Fast growth, mergers and acquisitions, diversification… when an organisation is at a turning point, its corporate culture is often harmed. This webinar helps leaders and companies give meaning to their transformation and make their corporate culture a change accelerator, instead of an obstacle.
Chief Customer Officer - Customers’ advocates enter the boardroomChristopher Brewer
The document discusses the emergence and role of the chief customer officer (CCO) position in companies. It provides the following key points:
1) More companies are creating CCO positions to strengthen customer relationships and drive a customer-centric culture as consumers have more power and influence.
2) CCOs are responsible for developing customer strategies, segmenting and understanding customers, and improving acquisition, retention and advocacy.
3) The CCO role involves changing company culture and processes to prioritize customer experience and align the organization around customer needs.
4) While responsibilities vary, CCOs typically oversee marketing, branding, analytics and customer service functions to bring the customer perspective across the company.
The document discusses how design drives retail brand value. It identifies five principles that successful brands apply to bring the relationship between design and value to life: simplicity, shopper empathy, uniqueness, consistency across touchpoints, and relevance. Great design enhances communication, conveys meaning and values, and can surprise, delight and push boundaries. It discusses how the world's best retail brands excel at omnichannel integration, understanding shoppers' purchase pathways, responding quickly to changes, and pursuing remarkable experiences to build brand value over time.
1. A consumer insight is a profound understanding of consumers that leads to a business idea which can drive profitable growth.
2. Insights are important because all marketing processes begin after insights are identified. They are the starting point for strategies and drive brand equity.
3. There are various ways to find consumer insights such as analyzing consumer data, observing trends, speaking with experts, and directly interacting with consumers. Developing an insights-hungry culture across an organization can also help uncover insights.
How to make your customers fall in love with you.Liquid Agency
The document discusses how retailers can build meaningful relationships with customers by focusing on creating engaging experiences rather than just sales. It suggests that the retail experience should feel like a first date where the customer is already thinking about future interactions. To do this, retailers need to get to know customers' individual needs, create moments of delight, stay connected even when not making a purchase, and invite customer feedback and sharing of experiences. The document presents this approach as analogous to dating and emphasizes focusing on the customer experience and social interactions over short-term sales metrics.
Sharing Surplus: The Brand is a Social AnimalUwe Lucas
The document discusses the rise of social media and how it has changed the relationship between brands and consumers. It suggests that brands need to focus on sharing surplus, which is the social and economic value consumers get from sharing their experiences with brands. The opportunity for brands is to help consumers collect social rewards from their peers by associating with the brand. However, brands must understand the nature of their relationship with consumers and the type of social capital they can offer in order to develop an effective social media strategy.
The document discusses brand communities and what is required to create a successful one. It defines what a brand community is, why companies should focus on them, and what motivates consumers to engage with these communities. Specifically, it explores how brand icons, shared values, rituals and leadership can help foster strong brand communities. The document also provides examples of brands that have successfully built communities through embracing these key factors.
Marketing has evolved from Marketing 1.0, which focused on product-centric selling, to Marketing 2.0, which became more customer-centric in the information age. Now, Marketing 3.0 has emerged due to the rise of social media, where consumers turn to peer feedback online and user-generated content influences purchasing decisions. Marketing 3.0 shifts the focus from consumer-centricity to human-centricity, balancing profitability with corporate social responsibility by addressing societal problems and touching consumers at a deeper level. It is now value-centric marketing that meets rational and emotional needs.
Neutral media late 2006 paper - 3 pagesBracket Boys
Mike Morrison, Chief Strategy Officer at Y&R Brands Australia and New Zealand, argues that traditional agencies have adapted to changes in media for years and are well-positioned to help clients navigate today's fragmented media landscape. Y&R uses a Brand Asset Valuator tool that analyzes 350,000 consumer behaviors and 19,500 brands across 44 countries to inform strategies. Morrison has also created a "Simplexity" group to explore new ideas across media channels through collaboration with innovators. While new agencies focus on authenticity and consumer empowerment, Y&R offers extensive branding history and expertise in integrating brands across multiple touchpoints through their BAV analysis.
The Deep Focus 2015 Marketing Outlook ReportDeep Focus
Deep Focus' third annual 2015 Marketing Outlook Report explores the nature of two critical elements: intricacies of social media becoming digital marketing and digital marketing becoming simply known as marketing. In the context of a seemingly never-ending deluge of marketing noise, we sift through the highlights and pitfalls of what's next and help guide you through the year and beyond.
Tim Wragg, CEO Millward Brown Europe.
Ideals – the ultimate growth driver.
Idag är det viktigare än någonsin att skapa äkta och meningsfulla relationer till sina kunder. Forskning visar att företag som bygger djupare relationer till sina kunder och associeras med högre ideal och mänskliga värderingar också har den största finansiella tillväxten. Om vikten av att skapa mervärde och gå från produkt till syfte, från vad till varför.
Our outlook for 2014 is optimistic. As marketers, it has never been a more exciting time. The following things to watch for range from very strategic to very tactical, but all are related in one big way. For marketers, none of them will matter, and none of them will work at all if not driven by a healthy, big idea.
This document discusses the role of the Chief Brand Officer (CBO) in innovative companies. It notes that the CBO acts as a change agent to drive innovation through culture, focusing on customers, and establishing a clear brand strategy. An effective brand strategy involves living the brand through all parts of the business, having brand ambassadors, and making the brand visible. For innovation to be successful, companies must have the right culture that nurtures new ideas and is customer-focused.
The Future of Business Citizenship - People's Insights MagazineMSL
For our global research study, The Future of Business Citizenship, we surveyed 8,000 young people in 17 countries. Our findings confirm that Millennials have high expectations from business and add an insightful layer to our observations around this generation, with real implications for brands and corporations.
MSLGROUP's global team of corporate and brand citizenship experts dive deep into the results of our study and outline what Millennials value as individuals and what they expect from businesses. The Future of Business Citizenship is part of MSLGROUP's People's Insights project that crowd-sources insights and foresights from MSLGROUP experts.
We hope you enjoy reading this comprehensive report and invite you to share your feedback and tips with us @PeoplesLab or you can reach out to us on Twitter @msl_group.
Dokumen tersebut membahas tentang teori mekanika kuantum dalam penjelasan model atom, dimulai dari gagasan De Broglie tentang sifat gelombang materi, prinsip ketidakpastian Heisenberg, dan persamaan gelombang Schrodinger yang menjelaskan fungsi gelombang elektron dalam atom.
Furma Ariansyah is a 24-year-old Indonesian male from Kayu Agung who graduated from Sriwijaya University in 2016 with a degree in electrical engineering. He attended primary school at BINA BANGSA in Palembang from 1999 to 2006, middle school at SMP LTI IGM Palembang from 2006 to 2009, and high school at SMA N 2 Lahat from 2009 to 2012. While in high school, he was a member of the basketball team. During his university years, he joined the robotic team at Sriwijaya University from 2012 to 2013. His skills include intermediate English and computer abilities, and his interests include basketball.
Bed & Belgium c'est une équipe qualifiée et expérimentée, composée de 7 personnes, qui a déjà fait ses preuves sur Bruxelles.
En effet, notre équipe, depuis 1995, propose 700 logements à Bruxelles
sur 2 plate-formes web :
www.BnB-Brussels.be et www.BrusselsDestination.be
ENGINEERING AND CONSTRUCTION MARIO GONZALEZmariorgonzalz
La cooperativa ENGINEERING AND CONSTRUCTION ofrece servicios técnicos especializados en las áreas de mecánica, eléctrica, civil y petrolera a la industria petrolera y de construcción. Su objetivo es convertirse en una empresa líder en asesoramiento e inspecciones de obras de ingeniería, y la ejecución de mantenimientos preventivos y correctivos. Cuenta con personal calificado con amplia experiencia en estas áreas.
This document provides definitions and examples of the main parts of speech in English: nouns, pronouns, verbs, adverbs, adjectives, conjunctions, prepositions, and interjections. For each part of speech, it lists subcategories and provides examples to illustrate usage. It also discusses inflection of verbs and adjectives. The document aims to concisely explain English grammar and parts of speech.
O documento discute a filosofia de Nietzsche e sua crítica à tradição filosófica ocidental. Nietzsche rejeita os valores morais estabelecidos por Sócrates e o cristianismo, que valorizam a humildade e condenam valores como o orgulho. Ele propõe que os homens criem novos valores que afirmem a vida e a vontade de poder, representados pela figura do Übermensch.
Luxury retail trends and customer experience in a digital era. A perspective on the customer experience of the future, case studies from leading retailers today and the implications for business corporate strategy, retail stores, employees and HR.
For more on Retail, Digital, Employee and Customer Experience connect with Deloitte Digital Southeast Asia @DeloitteDigi_SG. We’re always happy to talk.
From strategy to delivery, Deloitte Digital combines cutting-edge design with trusted business and technology acumen to define and deliver tomorrow’s business, today. Deloitte Digital is committed to helping clients unlock the business value of emerging technologies.
Humanitarian Aid Furnished by The Lois Pope Life FoundationLois Pope
The Lois Pope Life Foundation has provided millions in humanitarian aid through the years to help those in need of medical care and in difficult situations. This includes founding the Lois Pope LIFE Center in 1998 through a $10 million donation to establish The Miami Project to Cure Paralysis. It also provides an annual $50,000 grant to help displaced Sudanese refugee women and their families resettle in the United States.
The document discusses the history and influence of music. It begins by examining whether music is related to crime, citing research that shows music does not cause violence and is instead often used by mentally distressed individuals as an outlet. The document then explores various topics around the definition of good and bad music, whether popular music has devolved, and where music may be headed in the future. In the end, it argues that music acts as a powerful influence in society but can be used for both positive and negative outcomes depending on the context and individual.
cyber security and impact on national security (3)Tughral Yamin
The document discusses cyber security challenges for Pakistan's national security. It highlights shortcomings in Pakistan's cyber security framework and policies. It outlines the essential elements needed for a comprehensive security framework, including strong leadership, clear policies and strategies, adequate funding and resources, and robust laws and enforcement. It also discusses the types of cyber attacks, targets, implications for national security, and challenges in responding to attacks.
MIT-CHIEF Training Session 1: Know your Market and CustomersElaine Chen
Have a startup idea? What’s your beachhead market? What’s the total addressable market (TAM)? Have you created a customer persona? These are key concepts that you must address thoroughly before moving ahead with prototyping. Based on a rigorous and structured framework for entrepreneurship from Bill Aulet, the managing director of Martin Trust Center for MIT Entrepreneurship, this interactive workshop will provide you insights on how to conduct effective market research and identify target customers. It is the first part of MIT-CHIEF’s Disciplined Entrepreneurship Training Series - “Building bricks for the Great Wall”, which teaches you all you need to know about how to build an innovation-driven startup.
This document discusses the importance of brands becoming useful to consumers in 2020 and beyond. It introduces the Bleublancrouge/Ipsos Utility Barometer, which measures six drivers of brand utility - captivate, co-exist, mobilize, inspire, challenge, and collaborate. The barometer was used to survey Canadians on over 100 brands. Key findings include that co-existing with consumers by making their daily lives easier has the most significant impact on perceived brand utility. Going forward, brands need to focus on problem-solving, demonstrating continued commitment, and acting on a human scale to build lasting relationships with consumers.
This document discusses the rise of purpose-led brands and how companies are increasingly focusing on their social purpose to gain a competitive advantage. Some key points:
- Customers now consider a brand's values and what it stands for, not just product/price. 62% want companies to take a stand on issues like sustainability.
- Companies with a clear social purpose aligned with customer beliefs can build more authentic relationships moving from "give me what I want" to "support what we believe in."
- Purpose provides differentiation when quality and experience are expected. It also boosts trust and protects brands from incidents that damage trust.
- Activating purpose requires understanding factors like geography, industry, brand maturity and involving
The Future of Reputation - People's Insights MagazineMSL
Our reputation management experts in France, Brazil, the US, UK, Germany, India, the Netherlands, China and Poland, explore the evolving definition of reputation, how it can be protected, and how its sustainability can be assured for the future.
The Future of Reputation - People's Insights Magazine by MSLGROUPOlivier Fleurot
Our reputation management experts in France, Brazil, the US, UK, Germany, India, the Netherlands, China and Poland, explore the evolving definition of reputation, how it can be protected, and how its sustainability can be assured for the future.
Read more: http://peopleslab.mslgroup.com/reputation
Influencer Marketing: Social Listening in PracticeBrandwatch
Research from Sony has shown that people are more than five times as likely to buy based on a recommendation from a social peer than they are when having simply been exposed to traditional forms of marketing.
The great news is that brands can leverage this: Sony was able to focus on the 15% of their huge customer base that wielded significant social influence, and increase sales by 300% by honing their marketing to them.
Influencer Marketing is so much more than a fashionable phrase. In this free guide, featuring tips, tricks and case studies, we take you through how you can identify and utilize influencers to supercharge your campaigns and help you reach the audience you need.
Toolz Academy provides digital skills training to help bridge the digital skill gap in Nigeria. It also connects trained graduates with companies needing digital talent through an internship program. The document discusses how brands can use social currency by engaging with customers on social media and creating relevant content to attract their attention and achieve marketing goals. It provides examples of brands like Mercedes, Kellogg's, Nike, Dropbox, GTBank, Access Bank, Leadway Assurance, UBA, and Union Bank that have effectively used social currency strategies.
Joanne Woo argues that while purpose-driven branding is important, the next step for CMOs is to activate their brand's purpose by creating movements with customers. This deepens customer connections and galvanizes action. To do so, brands must bring employees on the purpose journey, build communities rather than view customers passively, and authentically communicate actions and impacts with transparency. The CMO's role is to ensure purpose goes beyond marketing to influence accountability and stakeholder alignment internally. Creating spaces for customers to join movements bigger than the brand itself catalyzes purpose-driven action.
Beyond Advertising: Creating Value Through all Email and Mobile TouchpointsMarketingSherpa
Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
In this webinar, you will learn:
The five forces of change affecting marketing and advertising
Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking
Use customer intimacy to drive competitive advantage.
Learn how to:
** Move from a product-focused, to a customer-focused strategy – understand individuals as well as markets, and focus on relationships as well as transactions.
** Personalized interaction – identify and utilize your customers’ passion points in order to connect with them on a more meaningful and personalized basis.
** The right channel for the right audience – ensure you are reaching the customer in their domain, wherever that may be
Social entrepreneurship isn't just a stance or a thought process that "greener" or more "new age" organizations employ. It is now essential to the success of any business. The platform and change that a company makes in the world affect how its customers, investors and media see it. Ultimately this translates to where they spend their money, time and attention on social media.
Transient identiti Truth About Social - Georgetown Lecture Part 1IdentitiLab
Transient Identiti is a strategic innovation shop that helps clients rethink their marketing approach through design thinking. They infuse innovation across marketing functions from communications to customer strategy. The document discusses why social media is important for building relationships and understanding customers in the context of their everyday lives. It also outlines challenges brands face in social media like a lack of strategy and understanding, as well as the future of branding through creating narratives, focusing on user experience, and understanding customers' social drives.
Common Sense for the C-Suite: Relevance is the New ReputationW2O Group
In today’s social/digital reality, Relevance has become the new reputation. This means that an organization must connect consistently and authentically on multiple levels with its key audiences — in areas that are both meaningful to the business- its core purpose and strategic direction - as well as areas that are meaningful to its audiences. What makes this different is the speed at which relevance forms and dissipates and the agility necessary to harness it for sustained growth and success.
In an age where information is ubiquitous and people move from one subject to another in a blink of eye, if your brand, product, service or company isn’t on their radar you don’t exist.
It’s all about connection.
In this issue of Common Sense for the C-Suite, we explore how organizations can drive growth and remain relevant in a crowded, distracted landscape.
ENGAGING PERCEPTION THROUGH CUSTOMER-CENTRIC CORPORATE SOCIAL RESPONSIBILITY...Joy Abdullah
Most companies undertake Corporate Social Responsibility programmes as having to fulfil a corporate duty of giving back to society. Often development of such a program is the onus of the corporate marketing team and is tied
back to ensuring the brand is seen in good light.
With 'transparency' becoming akin to a war-cry by consumers, corporate philanthropy is on a come-back.
There are strong advantages in aligning an organisations' profitability objective with community development.
This document provides an overview of social commerce and how brands can leverage influencer marketing and social media features to drive online sales. It includes expert advice from digital marketing professionals on how social commerce has helped various D2C brands engage customers and increase sales. Key topics covered include what social commerce is, how brands are using it to improve the shopping experience, the benefits of influencer marketing, and the future potential of social commerce.
Members of the ACRS attended the all-day event which spoke about 10 macro trends that were now influencing consumer behaviour across multiple industries in Australia. The seminar addressed rapidly rising consumer expectations, how the trends were reshaping consumers expectations and how these successful trends were simply satisfying basic human needs. Insight was given on how retailers and businesses could interpret the macro trends to apply and innovate their own their own vision, products or services, marketing or campaigns, and business models. The following pages highlight the key insights with examples where relevant.
Members of the ACRS attended the all-day event which spoke about 10 macro trends that were now influencing consumer behaviour across multiple industries in Australia. The seminar addressed rapidly rising consumer expectations, how the trends were reshaping consumers expectations and how these successful trends were simply satisfying basic human needs. Insight was given on how retailers and businesses could interpret the macro trends to apply and innovate their own their own vision, products or services, marketing or campaigns, and business models. The following pages highlight the key insights with examples where relevant.
The consumerization of B2B technology is dramatically changing how decision-makers research, discover and engage with peers in their journey. During this keynote presentation, author, digital anthropologist and Altimeter Group principal analyst Brian Solis, will uncover the innovative strategies B2B brands are implementing to better adapt to the increasingly complex and cross-channel decision-making experience. Using his own research, analysis and experience with B2B companies as a baseline, Brian will share his perspectives and real life examples of how B2B brands can:
-Understand new disruptions in the modern decision-making journey
-Humanize the B2B buying experience using more emotive and personalized approaches
-How information and peer-insights have evolved in key touch-points
-Help buyers manage risk in the selection process
The document summarizes the findings of a study conducted by T-3 to define and measure the concept of a "useful brand". The study identified 14 elements that consumers use to judge a brand's usefulness, which were divided into relationship (emotional) and performance (functional) categories. Brands were rated on these elements to generate an overall Useful Brand Score and ID profile. The top brand according to the study was Amazon, due to its balanced performance across elements and ability to consistently provide customers what they need. The study aims to help brands better understand how they are perceived in order to focus their efforts on improving usefulness.
Similar to Business Transformation Through Greater Customer Centricity: The Power of Social Currency (20)
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2. Dear Reader:
Why should you care what’s inside this report? Because whether you lead a business transformation
project, a brand repositioning or new brand development project, whether you are in charge of
creating new products, services and seek to help your company to innovate, or whether you merely
want to improve your marketing or advertising, understanding consumers and customers matters
more thanever. Achieving new levels of customer-centricity should be a relentless pursuit.
This report provides a window into understanding customers today given the social, mobile and
digital context inwhich we live.
We appreciate any feedback about our research, thoughts, and insights, and are happy to answer
any questions.
Thank you.
02
3. A NOTE TO THE READER
Vivaldi introduced the term Social Currencyin 2010 and expanded on the research
in 2012.These studies established the role of Social Currency in driving preference, and choice
and in buildingstrongbrands.
This year, Vivaldi partnered with CMB, a world-class research consulting firm, in a
comprehensive effort to more profoundly and more deeply understand the social
lives of customers and what does and does not create Social Currency.
2010 2012 2016
03
4. THE CONTEXT
05
INTRODUCING SOCIAL CURRENCY
09
THE STUDY FINDINGS
19
THE PATH TO SOCIAL CURRENCY
31
RESEARCH METHODOLOGY
36
14 THE IMPACT OF SOCIAL CURRENCY
5. “While a lot of companies
are doing digital
(transformation),
very few are doing it well yet.”
George Westerman /Principal Scientist, MIT/
05 THE CONTEXT
6. 97%of companies have launched digital
transformation efforts
70 %of these transformation efforts are
expected to fail
Source: Survey of Senior executives, The Economist – SAP Study, 2016.
What accounts for this high degree of failure?We think it has to do with the fact that consumers and customers change
more rapidly than organizations do and companies do not take into account a full understanding of consumers
and customers when launching a transformation.
+
and yet…
06 THE NEXT STAGE OF GROWTH
7. Business transformation
through technology
Social, digital & mobile
lives today
Business transformation
can only be successful if
it takes into account the
changes taking place in
peoples’ lives…
Companies need
to comprehensively
understand and
truly embrace the
complexity
of the consumer
or customer
07 BUSINESS TRANSFORMATION THROUGH CUSTOMER EXPERIENCES
8. • Manage their lives and achieve their goals using
technology across context and culture
• Make decisions given the limited attention,time and
effort available
• Use social media, content, and other sources to inform
themselves or entertain themselves along daily life
activities
• Extract value and utility from solutions
• Become efficient and effective to complete processes
such as shopping for alternatives
Consumers
in Today’s
Social,Mobile
& Digital
World
Products/
Services
08 TODAY’S NEW SOCIAL CONSUMERS
9. “We fail more often because we
solve the wrong problem than
becausewe get the wrong
solution to the right problem”
Russell Ackoff /Organizational Theorist/University ofPennsylvania
09 INTRODUCING SOCIAL CURRENCY
10. = People acting in service of themselves2016
Today consumers don’t serve brands; they serve themselves.They use their social connections to create their reality,
to manage their lives, to get the job done whether it is searching,evaluating,or buying or using a product or service or brand,
and proactively talk about brands only in so far as it helps them establish themselves.
= People acting in service of brands2010
That was the year when brands and marketers believed that social media,technologies, and currency would be used by consumers
to amplify messages, to serve as influencers to other consumers, to become brand ambassadors and to create“earned” media.
10 THE SHIFTING PREMISE OF SOCIAL CURRENCY
11. Social Currency
measures the abilityof brands to fit into how consumers managetheirsocial lives in today’s digital andmobileage.
How much my relationship to the brandplays into
my self-image and self-esteem.
How much I feel a senseof belongingor kinship
with others who use the brand.
How much the brand facilitates
communicating who I am.
How much the content sharedby/about the
brand engages me.
How much the brand helps me forgenewsocial
connections or relationships.
How much my engagement with the brandor its
customers enhances thevalue I get from the brand.
How much other people helpmediscover,
evaluate, andmakedecisions about the
brand.
11 THE DEFINITION OF SOCIAL CURRENCY
7 Social Currency Dimensions
12. PERSONAL
EXPRESSION CONVERSATION AFFILIATION INFORMATION UTILITY
IDENTITY
SOCIAL
IDENTITY
122 120
121 121 119 119 117
12 CALCULATING SOCIAL CURRENCY
As an example, the best performing brand in our
study, Nike, has an indexed Social Currency
composite score of 120 - a weighted composite
of the brand’s results on the 7 dimensions.
This Social Currency score means that in the US,
Nike facilitates the identity-building behaviors
we’ve described at a 20% higher rate than the
average of the 90 industry-leading brands
covered in our study.All numbers on this slide
are similarly indexed and represent a market-
level snapshot of all US consumers who are
aware of Nike.
13. Social Currency is a powerful way to achieve the level of
understanding of customers required allowing business
transformation efforts to lead to a competitive advantage.
Social Currency describes how consumers manage their social
lives in today’s digital and mobile age and how brands or
businesses can help consumers make decisions and live their
lives more efficiently and effectively.
Adopting a Social Currency strategy will ensure that all initiatives
focus on the right problem – Helping customers make decisions
and helping customers manage their lives more effectively and
efficiently.
13 SOCIAL CURRENCY = SOLVING THE RIGHT PROBLEM
14. “Motivation,passion, and focus
have to come from the top.”
Kevin Plank /Founder of Under Armour, Inc./
14 BUSINESS TRANSFORMATION THROUGH SOCIAL CURRENCY
15. Under Armour has disrupted the sports apparel sector and built a strong brand and successful
business by using Social Currency in order to compete against Nike and Adidas, some of the
best marketers in the world.
While smaller than Nike ($31 billion in revenue) and Adidas (over $16 billion), Under Armour
($4 billion) has grown rapidly since its founding 20 years ago and has a leg up on competition,
to use athletic language,in terms of its $16 billion market cap.This multiple is unrivaled.
Under Armour’s success has to do with a number of factors but at its core is how the
company runs its business and operations, how it competes on a few fundamentals that keep it
close to a rapidly changing customer, and how it leverages Social Currency (see page 18 for its
astonishing results in our study).
15 THE UNDER ARMOUR CASE STUDY
16. A differentiated strategic position drives the Social Currency dimensions
of Conversation, Expression that taps into Personal and Social Identity
Under Armour focuses on the top end of the performance apparel category in terms of quality and price
with a brand positioning that speaks to consumers about the power of their own will. This position is
highly democratizing, empowering and inclusive and contrasts to the Nike positioning. Under Armour also
nurtures well an underdog position and an attitude and competitive spirit that sets it apart. This brand
position helps consumers to articulate their personal and social identities. It drives Conversation and
Expression.
Cutting-edge brand building creates Affiliation and Utility
Under Armour competes on parity activities such as great advertising and sponsorship. The “I Will”
positioning is best expressed in the ad “I will what I want” featuring Misty Copeland, the first black woman
to be promoted to principal dancer in the American Ballet Theatre’s 75-year history. It also underlies the
sponsorship ofTom Brady, Stephen Curry and Jordan Spieth as well as LinseyVon.
But the true point of difference activity is the $750 million investment in mobile technology. UA Record is
a comprehensive health and fitness system. To consumers, it creates Utility and Affiliation. To Under
Armour, it is the opportunity to transform the company from a performance apparel company to a
technology company.
16 BRAND STRATEGY BUILDS SOCIAL CURRENCY
17. Relentless and superior product innovation creates Conversation and keeps
UA in the news with Information
Under Armour is all about new product, value-added services, added performance, wide product selection,
more attractive styling and technical superiority. The original base-layer or compression shirt for
footballers is long obsolete, it has innovated beyond it and outcompetes rivals. Under Armour
understands how to innovate at speed in mature categories. This creates news and novelty. It drives
Information value of Social Currency and it leads to enormous conversation in the high-interest
categories in which it competes.
A business model that is built on speed, scale and scope fuels its growth and
momentum as a brand and as a business.
This fourth factor is the huge accelerator or multiplier of the other three factors. Under Armour is a
rapidly growing firm deploying business transformation in full swing at all times. It does not run at the
clock speed of the athletic category but has adopted the dynamics of the fashion industry, with constant
changing styles and trends. Scale and scope at speed is the moto. Broader product offerings, new
consumer segments, new categories, new markets and additional distribution creates a virtuous cycle of
growth and momentum.
17 BUSINESS STRATEGY BUILDS SOCIAL CURRENCY
18. PERSONAL
EXPRESSION CONVERSATION AFFILIATION INFORMATION UTILITY
IDENTITY
SOCIAL
IDENTITY
114 111
111 115 110 113 109
18 THE UNDER ARMOUR SUCCESS STORY
UnderArmour punches above its weight when Social Currency scores are compared to company revenues, which is
remarkable considering that UnderArmour has one fourth the revenue ofAdidas and one seventh the revenue of Nike.
19. “Research is to see what
everybody else has seen,
and to think what
nobody else has thought.”
Albert Szent-Gyorgyi /Nobel Prize Winning Psychologist/
19 THE STUDY FINDINGS
20. The brands that emerged as having the highest Social Currency scores in our study represent a diverse set that cuts
across categories.
Top 10 Brands
20 FINDINGS
21. Our study shows that a higher Social Currency increases consumers’ likelihood to choose a brand by +27% on average.
Southwest topped the charts at +52%.The higher a brand’s Social Currency score, the more likely it will be chosen
at the time of purchase.
Likelihoodto Choose
21 THE POWER OF SOCIAL CURRENCY TO DRIVE CHOICE
+52% +51% +48% +43% +43%
22. Our study shows that a high Social Currency score corresponds on average to a +19% greater willingness to pay
a price premium. It is interesting to note the variation in price realization,category by category.
+14% +12% +27% +11%
+33% +12% +26% +12% +37% +9%
TOP % BOTTOM
%
Airlines Beer
Food Auto Fashion
22 SOCIAL CURRENCY AND PRICE REALIZATION
23. When we looked at brands’ Social Currency among its current customers,it was interesting to note how niche or more
targeted brands’ scores rose to the top.
172 151
116 115
161 158
112 110
124 124
108 108
Airlines Automobiles Beer
Vs Vs Vs
23 SOCIAL CURRENCY AND NICHE BRANDS
24. In the categories we studied, men contributed more to brands’ Social Currency than women did with the exception of airlines
and fashion.One hypothesis is that the brands included in this report were mass brands that men may identify more
with than women, especially in categories such as fashion. Unsurprisingly,the biggest gender gap in PersonalIdentity and Social
Identity lies in the beer industry.
PERSONAL
IDENTITY
All All
SOCIAL
IDENTITY
102 102
101 99
97 93
96 99
104 107
103 105
100 100
100 97
95 91
95 97
107 109
Airlines
Automotive
Beer
Fashion
Food
Airlines
Automotive
Beer
Fashion
Food
Men Women Men Women
24 SOCIAL CURRENCY AND GENDER
100 100
25. Brands’ Social Currency varies across generations.For example,the set of top automotive brands that engage
Millennials come from more foreign brands whereas Boomers connect more withAmerican brands.
114 113
108 107
109
Top 5 Automotive: Boomers
112 112
108 107
108
Top 5 Automotive: Millennials
25 SOCIAL CURRENCY AND GENERATIONS
26. “The only source of knowledge
is experience.”
Albert Einstein /Theoretical Physicist/
26 BEST PRACTICES UNCOVERED
27. • In November of 2015,VirginAmerica launched the“SeatView” campaign
where travelers could take a tour of theirAirbus A320 before entering the
aircraft in person
• In an industry where there is a low willingness to pay a price premium for
a product (only 14%), this offered a moving pre-flight experience
• We believe that the engagement around the campaign allowed for an
increase in the Social Currency dimension of Utility
27
RESULTS:
• 15% lift in unique visitorsto the Virgin website y.o.y
• 10 million in earned impressions
• 600,000 interactions with Google Street View
• By April 2016 the airline’s trafficincreased 11.7% (13.5% higher than April 2015)
28. • The most engaging and talked about campaign in Wendy’s 44-year history
• 1.7 billion earned media impressions
• 7.5 million Facebook views
• 31% increase in Wendy’s stock price during the tenureof the campaign
28
• Wendy’s reintroduced their pretzel bacon cheeseburger in 2013 and
turned toTwitter for inspiration
• Their customers were tweeting how much they loved the pretzel bacon
cheeseburger soWendy’s created a campaign where performers took
actual customers tweets and sang them in the form of a love ballad
• The comedic value of the content made it extremely shareable while also
shining the spotlight on some of their customers, thereby increasing Social
Currency on the Social Identity, Conversation and Affiliation dimensions
RESULTS:
29. • To launch their newAdizero F50 soccer cleat, Adidas wanted to light up
Boston and NewYork City with an event that would bring fans together
• A digital campaign alerted fans to the place and time at which a
promotional light show took place,and once they were on location,
integrated fan content such as their names and comments from Facebook
in the light show
• In fashion, the Affiliation dimension scores the lowest, so this was a great
way to help people form new social connections via Adidas
• Reached 7.3 million users
• Drove 45,856 clicks
• 15,000 shares
• Adidas shares rose 2.2% the dayafter the release of the Adizero
29
RESULTS:
30. • In January of 2016, Sam Adams launched its Nitro Beer which changed the
course of beer consumption
• This new line of beers was developed to encourage exploration of the
brewer’s art, in line with Sam Adam’s mission of innovation and education
• Nitro Beer increased the brand’s Social Currency by boosting its Personal
Identity dimension. Drinking this beer says that you are innovative and
thoughtful about the intricacies of your beer
30
• One of onlytwo nitro beer cans on the market. The other is Guinness.
• Fills the ‘white space’of innovation in craft brewing, allowing SamAdams to stand
out among the 4,200 craft brewers in the U.S. today
RESULTS:
31. “Social Currency is about the new
behaviors of customers in today’s
social, digital and mobile world.
Understanding these behaviors
will help increase the success
of any business transformation
effort.”
Erich Joachimsthaler, Ph.D /CEO and Founder, Vivaldi/
31 THE PATH TO SOCIAL CURRENCY
33. 33 GETTING FROM WHERE YOU ARE TO WHERE YOU WANT TO BE
ASSESS EVALUATE DEVELOP EXECUTE
34. Audit performance on all dimensions
Understand linkage to current marketing
activities
Define how customers use your brand to
achieve their goals
Map the landscape of behaviors that consumers
engage in
Research performance vs.industry
Identify best in class players and derive
learnings
34 WHERE ARE YOU AND WHY?
Winningin today’s demandlandscaperequires understanding consumers’ activities andbehaviors in order
to anticipatetheirjourney. By anticipating theirjourneybrands can influenceconsumers’ purchasecriteria, innovateto
solvetheir problems andbuild an advantagebyaccumulating customerdata andharnessingnetwork effect.
1.
2.
3.
1.
2.
3.
ASSESS CURRENT
SOCIAL CURRENCY:
EVALUATE AGAINST
COMPETITION:
35. Map the consumer journey
Define the business in terms of
consumer outcomes or goals
Define the brand strategy objectives
Identify the dimensions of social
currency that drive these objectives
Work across functions in the organization to
enable the customer’s social and digital life
and extend value creation beyond the usual
marketing playbook
Adopt a customer-first lens to manage
the organization and create a culture that
is focused on building value for customers
Develop branding and marketing programs
that help consumers in their journey
35 WHERE TO GO AND HOW?
Marketers andbusiness leaders must shift their focus from making boldbranding promises tobuild value into every
experiencethat customers havewith the brand.
1.
2.
3.
1.
2.
3.
4.
DEVELOPYOURAGENDA
FOR CHANGE:
EXECUTE CUSTOMER-
CENTRICITY:
36. “The outcomeof any serious
research can only be
to make two questionsgrow
where only one grew before.”
Thorstein Veblen /Economist and Sociologist/
36 METHODOLOGY USED
37. April 2016 18,000 20 min
Self-funded,joint effort
between CMB and Vivaldi,
with a huge assist from
Lucid Research.
Consumers18 years and up,
with sample weighted to
reflect US Census age and
gender distributions.
Online questionnaire,with
consumers evaluating
brands they were familiar
with from theAirlines,
Automotive,Beer,Fashion,
or Restaurant Industries.
37 SURVEY DETAILS
39. We used Bayesian Networks to help understand the often-
complex relationships between the Social Currency
dimensions and key brand perception outcomes.
Bayes Networks utilize mutual information across all
variables in a network and are the best tool we have
to help understand causality.
Generally, we saw that:
• The Personal Identity and Social Identity
dimensions always had a direct relationship to
all of the various outcomes we modeled.
• Other dimensions usually had an indirect
relationship to the outcomes,mediated through
Personal and/or Social Identity.
39 THE RESPECTIVE ROLE OF THE SOCIAL CURRENCY DIMENSIONS
40. SHAPLEY IMPORTANCE FOR MEAN OF CHOOSE OVER OTHERS/PAY MORE COMBINED DV
Shapley Importance (%) Airlines Automotive Beer Fashion Food Total
SC Personal Identity Factor 17.4% 20.3% 20.7% 21.2% 24.6% 21.1%
SC Social Identity Factor 18.9% 17.9% 18.4% 18.5% 18.4% 18.8%
SC Utility Factor 12.6% 11.8% 12.2% 12.4% 10.9% 11.9%
SCAffiliation Factor 11.1% 10.6% 11.7% 10.2% 9.6% 10.6%
SC Expression Factor 13.2% 14.1% 14.1% 12.9% 15.4% 14.0%
SC Conversation Factor 13.9% 12.7% 11.4% 12.6% 10.8% 12.1%
SC Information Factor 12.8% 12.6% 11.5% 12.2% 10.2% 11.7%
r-Square 0.576 0.608 0.649 0.613 0.585 0.607
The final Social Currency factor compositions and the scores themselves are the product of 6 weeks of rigorous
analysis and multiple iterations of modeling.
For example, the regression model results below show Social Currency’s strong ability to predict higher level consumer
perceptions which are known to correlate with business financial success. The R2
statistics quantifies the total amount of
variance in the dependent variable that is explained by the independent variables in the model.
40 SOCIAL CURRENCY IMPACTS BRAND OUTCOMES
41. AUTOMOTIVE STANDARDIZED COEFFICIENTS
SC
PERSONAL
IDENTITY
FACTOR 0.336
Brand is worthpayingmorefor 0.238
SC
SOCIAL
IDENTITY
FACTOR 0.152
SC
EXPRESSION
FACTOR 0.145
Brand is agood deal in terms of cost/price 0.115
SC
UTILITY
FACTOR -0.102
Brand is sociallyresponsible -0.074
Brand is exciting 0.070
Brand rewards its customersfor their loyalty -0.058
Brand is useful 0.052
Brand is easy, convenient (e.g., easyto use) 0.041
Brand offers a wideselection : 0.037
Brand is arrogant -0.037
MODEL R2 0.680
Many models also included
traditional/functional brand drivers like
perceptions of price, selection and
convenience.
Generally, we saw that including these
measures improve the model, but only
incrementally; e.g.,in theAutomotive
category shown, model R2
improves from
.61 to .68.
Our conclusion:while traditional brand
drivers are important and do improve help
our models, the Social Currency
dimensions are excellent predictors on
their own, and a new lens through which
brands can find high-impact improvement
opportunities.
41 SOCIAL CURRENCY VS. TRADITIONAL BRAND DRIVERS
43. This report benefited from the experiences and insights of all the partners and staff at
Vivaldi and CMB. We are lucky to be a part of a community of over 200 extremely
talented and smart consultants, strategists, designers, digital and social media
experts, and data scientists. So many have helped along the way, from
conceptualizing our company’s thinking about brands, business, and social media and
digital strategy, to executing the research and surveys, to designing and producing
the final report.
In particular we’d like to thank Markus Zinnbauer, Inga Folta, Stefan Schneider, Jessi
Mardakhaev, Jenifer Ekstein, Sara Bhouri, Lucas Austin, Jay Weiner, James Kelley,
Ed Loessi, Megan McManaman. They helped uncover the insights that shape social
currency, and contributed countless hours to research, analysis,and content creation.
43 ACKNOWLEDGEMENTS
44. bcruz@cmbinfo.com
@cmbinfo
Erich Joachimsthaler, Ph.D.
/Founder& CEO,Vivaldi/
Brant Cruz
/VP,DigitalMedia & Entertainment
Practice Leader,CMB/
ej@vivaldigroup.com
@vivaldipartners
Erica Carranza, Ph.D.
/VP,ConsumerPsychology,CMB/
ecarranza@cmbinfo.com
@cmbinfo
44 CONTRIBUTORS
AgatheBlanchon-Ehrsam
/CMO,Vivaldi/
agathe@vivaldigroup.com
@vivaldipartners
45. Vivaldi unlocks innovation and growth opportunities for
brands and businesses in the context of today’s digitally
connected world.
We are known for:
§ Identifying growth opportunities
§ Building strong brands
§ Creating bold innovation
§ Leading internal transformation
§ Designing powerful brand experiences
Vivaldi’s strategic guidance helps brand and business leaders
create breakthrough yet actionable strategies.
New York | Chicago | Toronto | Buenos Aires | London | Zurich| Munich|Hamburg|
Dusseldorf | Singapore| Cape Town
45 ABOUT VIVALDI
46. CMB partners with a select group of world leading brands todeliver
criticalinsights for confident,strategicdecision-making.
We are known for our:
§ Business decision focus
§ Advanced analytical techniques & methods
§ Collaborative, expert & tenured staff
§ Rock-solid execution
§ Storytelling
CMB’s custom primary research ensures executives get the answers they
need to grow, innovate, and stay ahead of the competition.
46 ABOUT CMB
47. 13 Crosby Street | New York, NY 10013
t +1 212 965 0900 | f +1 212 965 0992
ej@vivaldigroup.com
vivaldigroup.com
@vivaldipartners
179 South Street | Boston, MA 02111
t 617-350-8922 | f 617-451-5272
bcruz@cmbinfo.com
chadwickmartinbailey.com
@cmbinfo
Thank You!