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FEED

:
The 2009
Razorfish Digital
Brand Experience
Report

Garrick Schmitt, Group Vice President, Experience Planning
Email: garrick.schmitt@razorfish.com
Twitter: @gschmitt
Experience Matters.

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HELLO

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How Do Consumers Engage
With Brands In An
Increasingly Digital World?
THE DETAILS

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Meet The “Connected Consumer”
WHAT IS YOUR AGE? In August 2009 Razorfish surveyed

1,000 U.S. “connected consumers”*:

• Broadband access

• Spent $150 online in the past
six months (travel, Netflix,
tickets, Amazon, etc.)

WHICH OF THE FOLLOWING BEST DESCRIBES YOUR COMBINED • Visited a community site
HOUSEHOLD INCOME?
(MySpace, YouTube,
Facebook, Yelp, etc.)

• Consumed or created some
form of digital media such as
photos, videos, music or news

* This equates roughly to the U.S. broadband population which is about 200m based on the Pew Internet and American Life
Project.
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READ THIS
Yes, You Can Build A Brand Online. You
Have No Choice
HAS AN EXPERIENCE YOU HAVE HAD ONLINE EVER CHANGED Marketers have never thought of

YOUR OPINION ( EITHER POSITIVELY OR NEGATIVELY ) ABOUT A
BRAND OR THE PRODUCTS AND SERVICES IT OFFERS?
digital as a wonderful place to build a
brand, but they should:

• 65% of consumers have had a
digital experience change their
opinion about a brand

• 97% of them report that
experience influencing
HAS THAT EXPERIENCE INFLUENCED WHETHER OR NOT YOU
PURCHASED A PRODUCT OR SERVICE FROM THE BRAND? whether or not they purchased
a product or service from that
brand

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Actions Speak Louder Than Advertising
PLEASE RATE THE FREQUENCY OF WHICH YOU DO THE
Branded experience are the new
FOLLOWING :
advertising. And consumers are
increasingly hungry for them,
sometimes ravenously so:
• 97% have searched for a brand
online
• 77% have watched a
commercial on YouTube
• 69% have read a corporate blog
• 65% have played a branded,
browser-based game.
• 73% have posted a product or
brand review on a site like
Amazon, Facebook or Twitter

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Brand Culture Or Fan Culture?
HAVE YOU EVER “ FRIENDED ” A BRAND ON FACEBOOK OR
Conventional wisdom holds that
MYSPACE?
consumers don’t want brands
encroaching on their social lives – but
that’s just not true:

• 76% of consumers welcomed
brand advertising on social
networks (FEED, 2008)

HAVE YOU EVER FOLLOWED A BRAND ON TWITTER? • 40% of consumers “friended” a
brand on Facebook and/or
MySpace

• 26% of consumers have
“followed” a brand on Twitter

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The Outlet Malls Of Tomorrow?
Facebook, MySpace & Twitter
Marketers shouldn’t assume that consumers are as passionate about their

brands as they are: Consumers don’t want a conversation with brands – they
want deals.
WHAT IS THE PRIMARY REASON YOU FOLLOW A BRAND ON
TWITTER? 44% of consumers who follow a
brand on Twitter do so for deals
37% of consumers who “friended” a
brand on Facebook and/or MySpace
do so for deals

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Bottom Line: Digital Brand Experiences
Create Customers
Digital is not simply an “awareness” or CRM play, it’s a customer-creation play.
The overwhelming majority of consumers who engage with a brand online move
from passive “receivers” to advocates almost instantly :

WHEN YOU HAVE PARTICIPATED IN A BRAND - SPONSORED
CONTEST OR SWEEPSTAKES , DOES IT GENERALLY DO THE
97% report increased brand
FOLLOWING : awareness
98% show increased consideration
97% will more likely purchase a
product
96% may recommend the
brand to their friends

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DIGITAL
PRIMACY

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Consumers Turning First, Foremost To
Digital
PLEASE RATE THE FREQUENCY OF WHICH YOU DO THE According to Forrester consumers
FOLLOWING :
now spend nearly as much time online
as they do watching TV*. We found
that their technical fluency is far
greater than most believe:
• 57% of consumers actively
customize their homepages
• 84% share links or bookmarks
• 55% subscribe to RSS feeds
• 33% get their news from
Facebook
• 20% get their news from Twitter

*Forrester 2009 North American Technographics Survey

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Mobile Internet Service Use Skyrocketing
Mobile Internet services are being consumed broadly. Majority of consumers own

a smartphone and use it actively.

WHAT TYPE OF SMARTPHONE DO YOU HAVE?
57% access the Internet from their
phone
50% have downloaded an app for their
phone
30% have interacted with an ad
banner on their phone

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Connected Consumers Are The New
Mainstream
THE TECHNOLOGY ADOPTION CURVE

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BRAND
CULTURE

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Are Consumers Really In Control?
PLEASE RATE THE FREQUENCY OF WHICH YOU DO THE Conventional wisdom says that every

FOLLOWING : generation of consumer grows smarter,
shrewder and more immune to marketing.
But that’s not true – consumers are actively
choosing to engage with brands,
everywhere.
• 40% have “friended” a brand on
Facebook and/or MySpace
• 26% have “followed” a brand on
Twitter
• 77% have watch an advert on
YouTube
• 69% have read a corporate blog post
• 73% have posted a review of a brand
on a site like Amazon or Yelp
• 52% have blogged about brand’s
product or service
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Facebook And Twitter Creating Fan
Culture For Brands
WHEN YOU “ FRIEND ” A BRAND ON FACEBOOK OR MYSPACE , DOES
After deals, the main reason
IT GENERALLY DO THE FOLLOWING?
consumers “friend” a brand? Because
they *really* are a fan (or a customer,
at least). Social media platforms are
proving to be customer service
platforms.
• 33% friend a brand on
Facebook/ MySpace because
they are a customer
WHEN YOU FOLLOW A BRAND ON TWITTER , DOES IT GENERALLY
DO THE FOLLOWING?
• 24% follow a brand on Twitter
because they are a current
customer
• 23% follow a brand on Twitter for
“interesting or engaging”
content, which shows promise
for a new type of relationship

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Fans And The Future Of The Marketing
Funnel
HAVE YOU EVER PARTICIPATED IN A BRAND - SPONSORED
Brand culture and fan culture are
CONTEST OR SWEEPSTAKES?
dramatically reshaping the traditional
funnel as consumers leap from
experience to advocacy (or the
inverse) almost instantly.
• 70% have participated in a
brand-sponsored contest
WHEN YOU HAVE PARTICIPATED IN A BRAND - SPONSORED
CONTEST OR SWEEPSTAKES , DOES IT GENERALLY DO THE
FOLLOWING? • 24% have produced content to
participate in a contest
• 26% have attended a brand
sponsored event, such as
Nike’s Human Race
• 24% have downloaded a
branded application for their
mobile phone

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Experiences Not Only Build Brands,
They Make Or Break Them
Amazon, Google, Facebook, Apple
and Nike are all experiential brands
that know consumer preference isn’t
formed in reaction to a message, but to
a series of experiences over time.
There’s good reason. Of consumers
who interact:
• 97% report increased brand
awareness
• 98% show increased
consideration
• 97% will more likely purchase a
product
• 96% may recommend the brand
to their friends

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THE
BOTTOM
LINE

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Getting To The Bottom Of Brand
Engagement
Everyone is chasing after a metric to
define brand engagement. Millward
Brown says “digital consumers” have
15% stronger relationships with
brands. The Altimeter Group attempts
to correlate social media activity to
financial performance, citing Dell,
Starbucks and eBay as leaders.

We at Razorfish took a different tack:

we simply wanted to know if there was
any direct correlation between a
consumer’s digital interaction with a
brand and their likelihood to purchase
a specific product or service.

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Digital Experience Create Customers
HAS AN EXPERIENCE YOU HAVE HAD ONLINE EVER CHANGED
YOUR OPINION ( EITHER POSITIVELY OR NEGATIVELY ) ABOUT A
The answer was a resounding “yes”.
BRAND OR THE PRODUCTS AND SERVICES IT OFFERS Experiences have a much greater
influence over brand affinity and
consumer purchasing than even we
anticipated:
• 65% of consumers have had a
HAS THAT EXPERIENCE INFLUENCED WHETHER OR NOT YOU
PURCHASED A PRODUCT OR SERVICE FROM THE BRAND? digital experience change their
opinion about a brand.
• 97% of those report that
experience influencing whether
or not they purchased a
product or service from that
HAVE YOU EVER MADE YOUR FIRST PURCHASE FROM A BRAND
BECAUSE OF A DIGITAL EXPERIENCE ( E . G ., A WEB SITE , brand.
MICROSITE , MOBILE COUPON , EMAIL ) ?

• 64% of consumer report making
a first purchase from a brand
because of digital experience
(e.g. website, banner, etc.)

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Five Brands That Are
Excelling In An Experience-
Driven World…
se Retailer Surprises And Delights Audiences W

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ed Experiential Marketing With Subversive Eve

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d An American Icon For The Pop Sugar Set An

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“We’re not in the business of keeping
the media companies alive. We’re in
the business of connecting with
consumers.”
– Trevor Edwards, Nike

Chalkbot. Nike Is Setting A New Standard For

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and Built By Breakthrough Experiences – And

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complishing The Impossible By Putting Experie

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Thank You

Garrick Schmitt, Group Vice President, Experience Planning
Email: garrick.schmitt@razorfish.com
Twitter: @gschmitt