it pays to share

technology &
social media
ushered in new
definitions for
many familiar
words

friend
like

forward
2

but no word has seen a more

profound shift in meaning than

SHARE
its gone from a virtue to a click

?
it got us thinking

what if brands
rediscovered the
virtue of sharing?

?
4

if brands were to truly share

what would they have to do?

would people want them to do it?
is there business value in it for them?

to start, we identified 16 sharing behaviors for

brands across 6 dimensions
1

listens and responds thoughtfully

gives many ways to ask questions and

give opinions

invites people to share stories/experiences

using their products and services with others

enables people to share info/stories/videos

with friends

communicates openly and transparently

about how products are sourced and made

10

conducts business in ways that align with

peoples values

11

gives back to the community

12

shares peoples beliefs for helping the world

13

enables people to personalize products

offers brand experiences beyond just

using the product

14

invites people to test products, collaborate

on design, and provide feedback

links people and the brand online and in

real life through events and activities

15

openly offers information on how the brand

performs against competitors

asks people about their needs

16

[shares] company history or story

demonstrates it wants people to

succeed at whats important to them

5
6

66

we then talked to

11,000

people

general online consumer population who report at least a

minimal level of engagement* with brands

in

countries

Brazil, Canada, China, France, Germany, India, UK, USA

about

212

brands

48 multi-national brands, plus approx. 30 local brands

per country

across

12

industry
sectors

apparel, auto, beer/wine/spirits, consumer electronics, energy,

FMCG, financial services, food & beverage, health & wellness,
retail, technology, telecommunications

through

online
survey

30 minute duration

*to participate in the survey, respondents had to report participating in a minimum of one brand engaging activity in the last 12 months. brand
engaging activities might include things like visiting a brand website, attending a brand sponsored event, following a brand on Twitter,
wearing branded clothing, etc.

to find out
IMPORTANCE
which sharing behaviors are most important to people?

INTEREST
how important are those behaviors and do people want more of them?

INTENT

do people use, purchase or recommend brands that share?

what we learned
99

of people want brands to share

Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you.
For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not
enough? [% who selected JUST RIGHT or NOT ENOUGH]

10

of people think brands do it well

Q15: please select the statements that you feel apply to [BRAND]. [Average % who stated sharing statements applied to [BRAND]}

11

theres a gap between whats important to people and

what brands deliver
gap

(performance importance)
SP: Openly offers information on how the brand performs against competitors

Importance
Performance

17%

SV: Communicates openly and transparently about how products are sourced and made
SG: Asks people about their needs

12%

10%

SV: Gives back to community

12%

SV: Conducts business in ways that align with peoples values

SP: Invites people to test products, collaborate on design and provide feedback

17%
9%

SD: Gives many ways to ask questions and give opinions

11%

SP: Enables people to personalize products

11%

SV: Shares peoples beliefs for helping the world

SD: Invites people to share stories/experiences using their products and services with others
SE: Links people and the brand online and in real life through events and activities
SD: Enables people to share info/stories/videos with friends

-37%

-28%

45%

-36%

36%
32%
30%

9%

-36%

45%

39%

8%

9%

-39%

49%

42%

11%

-41%

49%

43%

11%

SE: Offers brand experiences beyond just using the product

-42%

44%

10%

SG: Demonstrates it wants people to succeed at whats important to them

54%

46%

10%

SH: [Shares] the company history/story

-37%

51%

10%

SD: Listens & responds thoughtfully

54%

25%

-33%
-32%
-32%
-28%
-25%
-24%
-21%
-16%

Q10: you will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that
you like, how important is each of the following to you? [5-Point Scale, Top 2 Box]
Q15: please select the statements that you feel apply to [BRAND]. [Average % who stated sharing statements applied to [BRAND]

12

people reward brands that share

sharing correlates strongly with actions that drive business value

.1

.2

INTENT TO
USE/TRIAL

MODERATE

INTENT TO
PURCHASE
LOW
NONE

STRONG
INTENT TO
RECOMMEND

.3

correlation between brands that share and

peoples intent to use/trial, purchase and recommend that brand

Q16-18a: for each [BRAND] please indicate how likely you are to: [purchase from or use that brand], [recommend that brand to a
friend, colleague or relative], [give that brand a try/increase use] the next time you are purchasing/using the type of product or
service that brand offers

13

how can a brand share?

14
14

the six dimensions of sharing

we converse

we believe in the
same things

we do things together

we create together

we want to achieve
the same things

we know the same story

15
15

there is a hierarchy of sharing

each individual dimension of sharing
drives business value
at the far right end of the business value
axis, shared history and shared product
drive the most value for brands globally
but there is also a compounding effect
to sharing. the more dimensions of
sharing you practice, the greater the
business value from each
correlation to consumer intent to recommend
BUSINESS VALUE OF SHARING*

*illustrative representation
Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative] he next
time you are purchasing/using the type of product or service that brand offers

16

but there is more to the story

less demanded forms of sharing tend

to be more prevalent but drive less
business value, possibly because
execution is out of sync with peoples
expectations
history is significantly more influential
than its demand would suggest

GREATER UNMET DEMAND

DEMAND FOR SHARING*

consumers who desire more

the y-axis of demand for sharing

shows that more substantive,
involving dimensions are in higher
demand; they are also in scarcer
supply

STRONGER
LINK TO
CONSUMER
BEHAVIOR

correlation to consumer intent to recommend

BUSINESS VALUE OF SHARING*

*illustrative representation
Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you.
For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not
enough? [% selected NOT ENOUGH]. Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a
friend, colleague or relative] he next time you are purchasing/using the type of product or service that brand offers

17

listens and responds thoughtfully

gives many ways to ask questions

and give opinions

invites people to share

stories/experiences using their products
and services with others

enables people to share info/

stories/videos with friends

SHARED
DIALOG

spark a meaningful conversation

shared dialog is the first step

toward sharing your brand with
people of all ages

% of people who want brands to do more

listening and thoughtful responding to their
opinions [by age group]

on average, 40% of people want your brand to

engage in more meaningful conversations with
them

people want you to listen, show genuine interest

and, most importantly, act on what you hear

Q1: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For
each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough?
[% selected NOT ENOUGH for Listen and Respond Thoughtfully ]

19

CASE
STUDY
AXE* Voices, the brands community
managers, create and distribute
lifestyle and product content across
social channels and spend hours
every day responding to virtually
every comment or message directed
at the brand. by humanizing the
brand, AXE has attracted almost 4.5
million fans. AXE likes what its fans like
and engages with its community to
show fans that AXE is more than just a
can of body spray.

*Edelman Client

20
20

offers brand experiences beyond

just using the product

links people and the brand

online and in real life through
events and activities

SHARED
EXPERIENCE

make every occasion special

experiences need to be about

people, not about your brand
people everywhere want to share experiences
with brands
people in developing markets are particularly
enthusiastic, yet in developed markets the
novelty seems to be wearing thin
the study suggests shared experiences need to
be as much about peoples interests as they are
about products to rekindle their business value

Q10: you will be presented with things that a brand can do to build and maintain a connection with you or customers like you.
Thinking about brands that you like, how important is each of the following to you? [5 Point Scale, Top 2 Box: Average: Creates
experiences beyond just using the product and Gives me ways to link up online and in real life through fun events and activities ]

22

CASE
STUDY
Heineken's* Departure Roulette
recognized and rewarded its
audiences' thirst for spontaneity and
adventure with an airport-based
experience that enticed people to
take a leap of faith by trading in the
air tickets in their hands for a trip to
an unknown destination.
this experience was as much about
peoples desire for adventure as it
was about the brands positioning.

*Edelman Client

23
23

asks people about their needs

demonstrates it wants people

to succeed at whats important
to them

SHARED
GOALS

lend an ear and a ladder

people want brands to help

them reach goals
whether its being a great parent or having a
secure financial future, 90% of people
recognize and value the role that brands
play in enabling the achievement of goals
but people would rather be asked what they
need before being told how to get there
% of people who think brands asking about their needs rather
than just telling them about their products is one of the most
important sharing behaviors [by industry category]

this is most true in product categories where

people arent always confident in their
knowledge or expertise, such as financial
services and technology

Q11: Please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [% selected Asks me about
my needs and doesnt just try to sell me products]

25

CASE
STUDY
Adidas* understands that people's
performance aspirations are as
individual as they are. the brand
literally lives, runs and practices with
people to understand their goals
and motivations.
the brand recently asked dozens of
women to photograph something
that motivated them to work out
and the result challenged the
brands preconceptions about
peoples goals and informed new
product development.
*Edelman Client

26
26

communicates openly and

transparently about how
products are sourced and made

10

conducts business in ways that

align with peoples values

11

gives back to the community

12

shares peoples beliefs for

helping the world

SHARED
VALUES

stand up for what you stand for

you can place a value

on your brands values
MODERATE

92% of people want to do business

with companies that share their
beliefs
LOW

a strong correlation proves that

people buy, use and recommend
products whose values they share

STRONG

NONE

.3

correlation between brands that demonstrate shared

values and consumers intent to recommend that
brand

Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next
time you are purchasing/using the type of product or service that brand offers

28

translate your values into

tangible actions
nearly 50% of people want you to be
more open and transparent about how
your products are made and sourced
4 in 10 people want you to do more to
give back to the community
% of people who want brands to share more of their values

Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you.
For each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not
enough? [% selected NOT ENOUGH]

29

CASE
STUDY

Mars* is a model of transparency

and a global force for good in
sustainable cocoa sourcing and
supply chain management. the
brand has invested heavily in
research and local agriculture and
pledged to buy 100% of its cocoa,
coffee, tea, fish and palm oil from
third-party certified sustainable
sources by 2020, which can be
tracked on its website.

*Edelman Client

30
30

13

enables people to personalize products

14

invites people to test products,

collaborate on design, and
provide feedback

15

openly offers information on

how the brand performs against
competitors

youve got to give to get

SHARED
PRODUCT

people have a lot to give

if they could, they would come to your
R&D labs, your design studios or
anywhere else products are designed
and developed
9 out of 10 people want a hand in
creating your products
% of consumers who
want opportunities to
share in the design &
development process

Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For
each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [%
selected JUST RIGHT or NOT ENOUGH for Invites me to test products, collaborate on design and provide feedback]

32

its critical that what they

receive in return is honest and
open
9 out of 10 people want you to be as
transparent about your products
performance as you are about your
values

TRANSPARENCY IS
MOST IMPORTANT IN:
TECHNOLOGY
ELECTRONICS

AUTOMOTIVE
APPAREL

its the most important of all the

brandshare behaviors in seven out
of twelve tested industries

BEER, WINE, SPIRITS

RETAIL
FMCG/CPG

rank of openly sharing product

performance data vs. other sharing
behaviors based on stated importance
Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For
each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough?
[% selected JUST RIGHT or NOT ENOUGH for They openly share information on how the brand compares with competitors] Q11:
please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [average % selected They openly
share information on how the brand compares with competitors]

33

CASE
STUDY
Adobe* understands that a product
made with people best serves
peoples needs, so the company
invites people to beta test their
products. these open and public
previews actively ask people to
experience and evaluate new
products, innovations and
technologies.
Adobes recent invitation to beta test
Adobe Photoshop Lightroom marks
the fifth consecutive version Adobe
has offered for public preview and
testing prior to its final release.
*Edelman Client

34
34

16

shares company history or story

SHARED
HISTORY

where you came from shapes where youre going

your history is secretly

seductive
although people dont explicitly
demand that brands share their
history, a shared, open brand
heritage is one of the most
powerful predictors of peoples
intent to purchase or recommend
your brand

MODERATE

LOW

STRONG

NONE

.3

correlation between brands that share their history and

peoples intent to recommend that brand

Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next
time you are purchasing/using the type of product or service that brand offers

36

CASE
STUDY
Volkswagen* is among the most
storied of all auto brands and one
that embraces its roots even as it
innovates the cars it brings to market.
The brand's "Why VW" online platform
showcases its history as a brand by
and for the people. recognizing that
many people have -- and want to
share -- stories about their own history
with the brand, Why VW" solicits and
showcases people's own stories
about their history and experiences
with Volkswagen.

*Edelman Client

37
37

what can you do?

38
38

old model

new model

change your marketing communications ethos

migrate from a linear, push model to an inclusive sharing model

39

harmonize your narrative

create a single brand narrative with consumer needs
and interests at the center
40

integrate your sharing

redesign your existing engagement channels and properties to
incorporate higher-value sharing
41

it pays to share
.1

.2

INTENT TO
USE/TRIAL

MODERATE

INTENT TO
PURCHASE
LOW
NONE

STRONG
INTENT TO
RECOMMEND

.3

correlation between brands that share and

peoples intent to use/trial, purchase and recommend that brand

Q16-18a: for each [BRAND] please indicate how likely you are to: [purchase from or use that brand], [recommend that brand to a
friend, colleague or relative], [give that brand a try/increase use] the next time you are purchasing/using the type of product or
service that brand offers

42

it pays
to share

brandshare@edelman.com
+1 212 729 2500

44

appendix:
brandshare methodology

45

we measured the business value of sharing

when you ask people directly, they say they want brands
to share
but to prove that sharing pays we asked people to rate
how well individual brands share. we then asked people if
they purchase, use and recommend those same brands

we analyzed the correlation between the two to

understand the connection between peoples opinions
and their actions when brands share
this correlation is a predictive, reliable estimate of the
value of sharing

46

all six dimensions drive business value

MODERATE

LOW

STRONG

NONE

.3

correlation between brand sharing behaviors and

peoples intent to recommend

we focus on the
correlation with peoples
willingness to
recommend a brand
because its considered
the most reliable
predictor of future
behavior

Qf8a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next
time you are purchasing/using the type of product or service that brand offers

47

when correlating individual attitudes with intended

behavior, coefficients over 0.2 should be
considered meaningful and strong
it should be noted that these correlations measure a
multifaceted relationship vs. more straightforward
correlations between 2 related attitudinal
statements

MODERATE

correlation
coefficient

UNMET DEMAND*
consumers who desire more

a guide on how to read correlations

GREATER UNMET
DEMAND

HIGHER
STRATEGIC
PRIORITY OF
THE SHARING
BEHAVIOR

STRONGER
LINK TO
CONSUMER
BEHAVIOR

correlation to consumer intent to recommend

DERIVED IMPORTANCE*
LOW

STRONG

NONE

.3

correlation between a brands perceived

sharing and peoples intent to purchase,
recommend, use/trial that brand

to prioritize different types of sharing, we

compared their business importance against
those with the greatest unmet consumer
demand (i.e. those behaviors people want
more of from brands they like)

48