DBS: Iris Worldwide: Your Brand’s Hyperconnected Influencers
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There’s a mainstream audience that is not just connected, but hyper-connected, with zero degrees of separation between them and a global universe of influences. Iris Worldwide conducted a study to determine the differences and similarities between these individuals, what they choose to share and how brands can insert themselves into the conversation with these influencers. Presenter: Esty Gorman, director of strategy, Iris Worldwide @Esty501
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DBS: Iris Worldwide: Your Brand’s Hyperconnected Influencers
- 1. Confidential © iris 2012
- 2. WE’RE ALL HYPER-CONNECTED We’re all hyper-connected now NOW Confidential © iris 2012
- 3. CONSUMERS AREN’T JUST CONSUMERS ANY MORE Confidential © iris 2012
- 4. They’re getting more and more from each other Confidential © iris 2012
- 5. CULTURE TRUMPS MARKETING Confidential © iris 2012
- 6. WHAT’S A BRAND TO DO? Confidential © iris 2012
- 7. Stop being hyperactive and start being hyper-connected Confidential © iris 2012
- 8. Passive brands Participation brands category culture Messages Conversations Static, closed Dynamic, open Saying Doing Look & Feel Experience Defined Beta mode Touch points Engagements Audience Confidential © iris 2012 Community
- 9. But first… We need to understand WHY people participate Confidential © iris 2012
- 10. WHAT HOW 6,000 RESPONDENT SURVEY Moms & gen Y Confidential © iris 2012
- 11. WHAT HOW 7 day digital diary Open community forum Confidential © iris 2012
- 12. WHAT HOW Confidential © iris 2012
- 13. WHERE UK, USA, Australia, India, Indonesia, Singapore Confidential © iris 2012
- 14. SPOTLIGHT ON the US Confidential © iris 2012
- 15. Main drivers Moms: Top GEN Y: For internet usage: Top interests: least likely of all Topics Of interest markets to be Research, film, books, music, that drive convo: talking about connecting, news, beauty, decorating, Inspiration, healthcare, fashion CELEB GOSSIP diy Instead, they entertainment Music & food Talk tech Most likely to Drivers of Least trusted post brand opinion: Source of About brands to influence: Share good F2f recos, friends, CEO, customer Experiences & b/c your website Service agent, Of brand love & results on Celebs, search Politicians Main drivers for How to improve brand interactions: Brand Opinion: Discounts, Customer service, Listen to comments, Insider access Create utility Confidential © iris 2012
- 16. Drivers of GEN Y is the brandlikely to Most opinion: least likely of all Least trusted post markets to beof Source About brands to influence: F2fShare good recos, friends, talking about CEO, customer Experiences & b/c YOUR WEBSITE CELEB GOSSIP Service agent, Of results love & brand on Instead, they Celebs, search Politicians TALK TECH Confidential © iris 2012
- 17. Don’t neglect your website & SEO earn your way into their circle of trust Recognize their motivations & reward their participation Think about other 2012 Confidential © iris passion points: music, fashion, food, tech
- 18. 10 imperatives to act upon 1. Don’t just reformat, reimagine 6. Plan for different kinds of conversation 7. Help them make the most out of the 2. Don’t infiltrate their networks, University of The Internet enhance their passions 8. Get real world experiences doing the 3. Take the ‘Will-They-Give-A-Fuck’ emotional heavy lifting challenge 9. Treat research as pervasive, not as a phase 4. CREATE MOMENTUM IN THE MOMENT 10. Remember that you can’t over-invest in quality of service 5. Drive sharing by allowing people to make their own mark Confidential © iris 2011
- 19. Meaningful stories “I love the Ubisoft games as they combine action and puzzle-solving gameplay with a unique story that impressively parallels historic events. The character design and story-telling are one of a kind”. Youth, India “A video of the story of an Olympic equestrian whose love of horses became both her avocation and vocation. The video was featured on the homepage for Responsibility Project where I check periodically for interesting pieces.” Youth, US “I saw the movie District 9 and was very moved by the uniqueness of the story. I ended up researching the background to the story and found out that its director Neill Blomkamp created an short film that Confidential © iris 2012 inspired Peter Jackson to make a movie out of it” Youth, UK
- 20. What’s special? Found a recipe for crispy chicken at McCain.co.uk but didn’t share it with anyone because it’s not really those fancy recipes like Gordon Ramsay or Delia Smith etc. But I still like it.” Mom, UK “The Heart Foundation has a section called ‘Moms United’ with loads of ideas on how easy it is to keep my whole family healthy. I shared it with heaps of other Moms I know” Mom, Confidential © iris 2012 Australia
- 21. I FEEL THEREFORE I SHARE “I shared the short film ‘HIV – I am famous’. It is a real story and heart touching! I shared it with many of my friends who shared it with their friends. I wanted to inspire them to make a difference to society.” Youth, India “I sent my friends a video of a panda rolling in the snow trying to catch a ball. Why? To put smiles on their faces”.” Youth, Australia “I recently shared the clip ‘Orangutan saves baby bird’s life – it’s truly inspirational and teaches us to be kind and helpful to others.” Mom, Singapore Confidential © iris 2012
- 22. fingerprints on content “At year’s end, I make a photobook through Snapfish or Shutterfly for all the grandparents as a holiday gift. It’s so much better to make something a bit more Confidential © iris 2012 personal” Mom, US
- 23. Brands perceived as ‘one size fits all’ “Brands are more accessible now that they are using social media, but I find that a lot of these are directed at a mass market, created to draw in as many people as possible. Because of that I often find them generic” Youth, UK Confidential © iris 2012
- 24. Small groups are the greatest sources of influence “Myself or my friends will send sms to each other when we feel like playing. I usually find out about the games from either my friends of from gaming forums or through closed Facebook groups. Youth, Singapore “I created a Top Secret Facebook for me and a small group of classmates. We all met at this big test in LA, and really hit it off. We keep in touch, vent about school and joke around. We’re generally off-beat hence the need to keep it secret LOL” Youth, US “My husband and I recommend apps to each other all the time. I don’t tend to do it with my wider Confidential © iris 2012 friends, as we don’t see each other so much.” Mom, Singapore group of
- 25. LIVE EXPERIENCES FUEL DIGITAL INTERACTION “I use YouTube a lot to learn about cars, like what upgrades you can do, how to fix things. But most of all I like showing them videos of my car racing theirs to prove mine is faster”. Youth, US “Last Saturday we had a sports day for the community. My 18 months son decided he would go wave his Union Jack flag on the podium. The next day he was on the front page of our local news magazine. I took a photo and posted it on my facebook timeline so that my family across the world could see him” Confidential © iris 2012 mom, UK
- 26. INTERACTIVITY ENHANCES REAL WORLD EXPERIENCE “The best part of the trip was that we booked all the tickets of the places (zoo, safari, bird park) also online and we also got huge discount and we did not have to join the queue to purchase tickets fro the counter…So doing all the booking online beforehand made our trip very relaxed and enjoyable.” mom, India When I was in Venice last year I was browsing my friend’s band blog on my mobile via wifi and found that she had released a song ( after being on hiatus for over a year, plus I hadn’t spoken to her for months after a falling out). I streamed the song through my phone and was just so excited/inspired/happy. The romantic atmosphere of Venice added to the emotions! I shared the song on tumblr and also linked a few friends on Facebook. It was nice to feel that I wasn’t missing out even Confidential © iris 2012 though I was on the other side of the world’. mom, Australia
- 27. THE URGE TO UNPLUG “I like to go ‘media-free’ dog-walking. Sometimes I find the internet doesn’t offer personal betterment but distractions that forever pull irretrievable time from our lives”. Mom, US “I would love to see more people out and about without a phone constantly in their hand or laptop on the table. Let’s get back to basics a little more often. Go for a walk, say hello to a stranger!” Mom, Australia Confidential © iris 2012
- 28. Summing up Confidential © iris 2012
- 29. Destination ‘planet hyperconnected’ From consumers to participants don’t invade your audiences’ world, enhance it Confidential © iris 2012
- 30. Confidential © iris 2012
Editor's Notes
- Getting to know your brand’s hyperconnected influencers and what motivations they have behind their participatory behaviors To show you this I wish I could hyperconnect my colleagues in!
- THIS ISN’T AN audience, this is a new reality.People talk about 70 brands a week, an average of 10 a day. How people converse - Ref: kellerfay.com/category/insights6.6 degrees of separation - A researcher at Microsoft analysed 30 billion instant messaging conversations and concluded that on average we are connected through 6.6 people.IT’S FUELLING A FUNDAMENTALLY NEW WAY TO LIVEExponential access to information. If Wikipedia was printed, it would be over 2 million pages long and take more than a lifetime to readTYPICAL DAY:“I typically wake up in the morning and grab my smartphone (Samsung note) and check both of my email accounts (one personal, one school) through the Yahoo! Mail app. Then I go to FB and check on my newsfeed, also through the dedicated FB app. I typically do this about a million times a day. I also play Words With Friends throughout the day as well… Other popular apps of mind that get used many times a week, if not daily include Amazon, MyFitnessPal, Pandora, Google Maps, US Bank, PayPal and Astrid Task (my To Do list). In addition, I use GeoQpons while out clothes shopping to look up a coupon for the store I was in. I use that app pretty regularly while shopping. Also, because of the Olympics, I have been using NBC’s Olympic app to keep up with the highlights, and what country is winning in overall medals.” (Gen Y w/ Toddler, US)
- More confidentMore influentialMore selectiveFrom Consumer to ParticipantBan the word consumer! They’re participants who act, share AND buy!
- …and less and less from people like us.Hyper-connectivity is redefining the fabric of how we live and the very notion of what it means to be a consumer (‘Metail’, Web Speed, Post-Social).Ref:‘Everyone’s an influencer’ E.Bakshy
- Beats at the Olympics117% uplift in sales (UK) vs Panasonic (official sponsor) drop in share price while they were sponsoring itOur POV – it’s not about increasing your share of voice, it’s about increasing your share of culture.
- How can brands get momentum behind their ideas by mobilising people and feeling more a part of cultureBrands have to radically recalibrate their perspective – the key challenge facing us is how to leverage product, service, distribution, marketing to create experiences that people actively select to participate in and share.While there are some notable and oft-quoted successes, in general there’s a lot more hyperactivity than there is hyper-connection going on right now.Fundamental changes are taking place. Lots of brands are trying to do stuff to respond to these changes to varying degrees but there isn’t a lot of successful work out there. Lots of hyperactivity, not hyperconnected – we need to point brands in the right direction, not chuck things at the participation wall but do things that actually workPull out things from the category and ask clients – really, is this the BEST we can do? Make it participant centric
- What I our audience’s intrinsic motivation to participate? Status, self expression, altruism? How can we build additional extrinsic reasons to believe thru real or virtual incentives? Intrinsic motivations (Patricia McDonald) – gain something useful, provide something useful, to bond with others, to gain status, to define myselfOverarching insight that despite ever more access to a history of content, the ability to relive moments andIplayers ‘making the unmissableunmissable’,hyperconnectivity is increasing, not decreasing the importance of ‘being there’.
- So let’s focus more on the US – what’s happening here and why?“For me, advertising is usually so good it’s noticeable, so bad it’s appalling, or so nothing that I look right past it. For me, the only advertising I really care about is for new products. Generally, if it’s a product that’s been out forever, and I haven’t tried it yet, new advertising isn’t going to be enough to get me to try it” (Youth, US)
- There are tons of results, there are some that we’d expect, and others that raised our eyebrows, given that I’ve got 6 more minutes… WE DON’T MEAN YOUR WEBSITE JUST ON YOUR PC So what – it’s about where you talk and what you sayUTLITY TALKING POINT Brands are looking for their nike+ - but it’s not about that, it’s about the little things they can do to simplify people’s livesHTC put the local weather forecast on their screens and that became a massive driver of adoption and sentiment for them. Small blip in people’s relationship in technology Least likely to have installed an appMostly using social to upload photos & send messages to friends (both)Main drivers of internet usage:Drivers of brand opinion: 22% of Moms say YOUR WEBSITEWEBSITE AND SEARCH FOLLOW RIGHT BEHIND FACE TO FACE RECOS (41%) AND FRIENDS (33%), TV ads – 14%23% say RESULTS ON A SEARCH ENGINEGEN Y25% Results on search, 24% TV AdsGen Y: Reco’s are important but they better come from friends (39%) vs. someone you don’t know (18%), ½ the trust family, close friends- they’re honest then reviewsthen the brandResearch= positive impact on brand experiences, if done right…“I think the internet has made my relationships with brands so much better. I am able to research brands and companies much more easily, and get info quicker so that I can make a decision faster. I’m sure that over the years the quality of brand interactions online will only become more impressive and extensive and I look forward to that!” (Youth, US) (FEELS LIKE THE INTERNET PULLED BACK THE STRING ON THE WIZARD OF OZ)
- Lots of debate going on about your website being dead – well, it’s not!Massive important driver is your websiteWho knew – gen y talk more about tech than WE DON’T MEAN YOUR WEBSITE JUST ON YOUR PC So what – it’s about where you talk and what you sayUTLITY TALKING POINT Brands are looking for their nike+ - but it’s not about that, it’s about the little things they can do to simplify people’s livesHTC put the local weather forecast on their screens and that became a massive driver of adoption and sentiment for them. Small blip in people’s relationship in technology Least likely to have installed an appMostly using social to upload photos & send messages to friends (both)Main drivers of internet usage:Drivers of brand opinion: 22% of Moms say YOUR WEBSITEWEBSITE AND SEARCH FOLLOW RIGHT BEHIND FACE TO FACE RECOS (41%) AND FRIENDS (33%), TV ads – 14%23% say RESULTS ON A SEARCH ENGINEGEN Y25% Results on search, 24% TV AdsGen Y: Reco’s are important but they better come from friends (39%) vs. someone you don’t know (18%), ½ the trust family, close friends- they’re honest then reviewsthen the brandResearch= positive impact on brand experiences, if done right…“I think the internet has made my relationships with brands so much better. I am able to research brands and companies much more easily, and get info quicker so that I can make a decision faster. I’m sure that over the years the quality of brand interactions online will only become more impressive and extensive and I look forward to that!” (Youth, US) (FEELS LIKE THE INTERNET PULLED BACK THE STRING ON THE WIZARD OF OZ)
- We’re getting to the heartbeat of connected culture. – what really drives connection and motivates behaviourIntroduce what we’ll go through:- 10 IMPERATIVES- INSIGHTS BEHIND THEM- WORKSHOP – QUESTIONS WE NEED TO ANSWER
- OUT OF THE RESEARCH THERE ARE 10 IMPERITAVES, THESE ARE THE HEADLINES, BEHIND EACH ONE ARE A BUNCH OF THINGS TO CONSIDER THAT WILL TAKE US TILL XMAS TO GO THROUGH, SO I’M JUST GOING TO PULL A FEW THAT WE’RE USING TO HELP EDUCATE AND PROGRESS OUR CLIENTS, I’M JUST GOING TO CHERRY PICK A FEW THAT MAY FEEL NEW OR HELP YOU THINK ABOUT THINGS DIFFERENTLYA LOT OF OUR ASSUMPTIONS WERE VERIFIED, I’M NOT GOING TO TELL YOU WHAT YOU ALREADY KNOW… Big challenge and opportunityCreating momentum in the moment: How can we create a feeling of urgency?What is ‘right place, right time’ for our category?How will we tap into culture in real time?How can we build from mass communications to a mass event?How do we fuel connections and conversations around ‘the moment’?
- WHAT WE FOUND FROM THE RESEARCH ON WHAT PEOPLE DO / DON’T SHARE IS THAT THEY WANT TO DIG DEEPER INTO YOUR STORYWE TALK ABOUT BRANDS AS STORYTELLERS, AND ITS’ EVEN MORE IMPORTANT NOW THAN EVER SINCE THEY HAVE THE MEANS TO LOOK FOR YOUR STORY AND SHARE IT IF THEY SO CHOOSEDesire and ability to ‘go deep’, and a real demand for credible, authentic back stories to discover.PEOPLE ARE SMARTER, THEY CAN SEE STRAIGHT THRU INAUTHENTICITY AND BS THAT’S JUST CREATED FOR A CAMPAIGN. (KIA VS. CHIPOTLE, PROUD OF THEIR STORY & HERITAGE, EVEN MCDONALDS IS STARTING TO DO THIS) If they do give a fuck, are you going to be there when they want to dig deeper? What’s your meaningful story?KIA EXAMPLE
- IT’S GOT TO BE EXTRAORDINARY AND DIFFERENT If you want people to share it, relevance isn’t enough, there has to be a talking pointPUT YOURSELF IN THEIR SHOES AND ASK WHY WOULD YOU SHARE??? THE SOCIAL LITMUS TESTHow can we make the everyday feel more special?
- SO WHEN WE’RE ASKING PEOPLE ABOUT WHAT MAKES THEM SHARE, ONE THING THAT REALLY CAME OUT WAS THAT PEOPLE GENIUENLY SHARE WHEN IT’S PULLING AT THEIR HEART – BUZZFEED DOGS BRANDS NEED TO REALLY GET TO AN EMOTIONAL PLACE WITH THEIR CONSUMERS – IT DOESN’T MEAN JUST PUTTING UP A DOG ON YOUR FB FEED AND THINKING THOSE LIKES ARE GOING TO MAKE A DIFFERENCE TO YOUR BOTTOM LINE, IT’S GOT TO BE GENUINE AND PART OF YOUR BIGGER, MEANINGFUL STORIES The key to sharing is eliciting an emotional response – it’s not a rational thing.Evidence: Study of the 7,500 most shared items on New York Times. Content shared was not the most factual or helpful, but the content that triggered the most arousing emotional reaction. Both positive and negative (‘awe’, anger, anxiety) – [What makes content viral? (Berger and Milkman)]Most shared examples: Kony, Red Bull space jumpQuant data: 68% of US moms and 49% of UK moms share opinions online simply because “they love the brand”What emotional response are we triggering and how?
- They can make impact in many ways, it’s not just causes. For example they’re much more likely to share if they can customise or tailor content themselves in some wayHow can we help people put their fingerprints on content?Barclaycard Cannon competition – PROJECT IMAGINATION WITH RON HOWARDS submit mini bits of film and create a movie out of it, Long Live Imagination – he made a film through user generated content
- In this context, brands are seen to be very ‘mass market’ in the way they approach social – and therefore mostly irrelevant“For me, advertising is usually so good it’s noticeable, so bad it’s appalling, or so nothing that I look right past it. What’s our authentic customer voice?
- Intimate groups of our strongest ties (friends, family, colleagues) most frequently drive the final decision.Key learning: think less about ‘influencers’ at a mass level and more about how to drive multiple influences within a micro networkAnd remember that despite most people having hundreds of numbers in their phonebook, 80% of our calls are to the same 4 people (usagewatch.org – ethnographer Stefana Broadbent)GROUPED – BOOK – IFNLUENCE HAPPEN IN GROUPS OF 8 PEOPLE OR LESS. ITS NOT ABOUT 1 PERSON INFLUENCE 500 BUT SMALL GROUPS OF PEOPLE INFLUENCING EACH OTHERAre we creating content for small groups (or just for large populations)?
- AND THOSE GROUPS DON’T JUST LIVE ONLINE Indeed, stories recounting personal experiences and experiences account for 70% of conversations online (source: Robin Dunbar, How Many friends does one person need?)THIS IS NO SURPRISE B/C YOU’RE PROBABLY TWEETING RIGHT NOW, (SAY YOU LOVE ME! #ESTY501)77% of US moms post about brands “to share a good experience”. 69% of US moms post about brands “to share a bad experience”
- AND EQUALLY, THE OTHER WAY AROUND THAT INTERACTIVITY IS ENHANCING YOUR REAL WORLD EXPERIENCES Web inspiring driving real-world experiences (both at home and on the road)
- SO WHILE THIS STUDY TALKED ABOUT PEOPLE CONNECTING IN A HPYERCONNECTED WAY, WE HEARD OVER AND OVER AGAIN HOW PEOPLE NEED TO DISCONNECT FROM THE DIGITAL SPACE – UNSPRISINGLY, THIS WAS MORE PREVALENT WITH MOMS THAN YOUTHBut given everything we’ve talked about, there’s a real demand to create escape routes from hyperconnectivityBrands can focus on giving people time and space, which will become ever more valuableOr simply think about ways to get the technology out the way, so people get the benefit without the interface - Eg Domino’s pizza order button
- A lot to take in … but here’s a quick summaryBig final point. In Planet Hyperconnected, where consumers have access to content, inspiration, ideas from so many sources, the MAIN thing they want from us is focus. They don’t always want us to expand our role, they want us to do the thing we do really well. The big opportunity in marketing ten years ago was breadth – ‘Durex don’t just make paint, they’re a colour specialist’. Now the big opportunity is depth – providing all the tools and support consumers need to get the most out of our products. So focus on the ‘unsexy’ product-orientated content – product demos, digital support, education tools, recipes.
- Participation in your brand, marketing, product storyBig challenge and opportunity1st impressions are everything, and they don’t always happen on TVYour website is FAR from deadSearch results have a more powerful impact on improving brand opinion than TV ads Kn
- Until next time….