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TRANSCRIPT
SITRUS
Content at the Heart
Social Media and Us
• Enhance our reputation and influence on others;
• Receive anticipated reciprocity on the part of others;
• Altruism
We post on social media in order to:
Talking about ourselves
Eating food
Harvard University, 2013
What drives the success?
Anxiety Reduction Pleasure
3 : 1
What contributes to a sense of community?
Membership Influence
Integration and Fulfillment of Needs
Shared emotional connection
A sense of mattering Provides you with value
Personal investment
You feel rewarded Sharing an experience
McMillan & Chavis: Sense of Community
Socializing Sharing Debating Learning
Individuals SPEND time on social media
Organizations INVEST time on social media
Building their brand Harnessing communities Engaging
• gfff
Building the bridge
Personal Use Business Use
Join online conversations Connect with others Discuss Seek out information Follow trending topics Search and share content we like Portray the perfect version of ourselves
Marketing Sales Broadcasting Megaphone mentality Self centric Reputation Management
Personal, but true to brand
Why Sentiment?
How do we attach on
social?
Today, audiences are able to give out personal opinions on brands via social media
Positive word of mouth has become a source of customer based brand equity
Social media has empowered audiences to actively create and share anti-brand material
There are now multiple points of interaction and relationships between consumers and brands have become multifaceted
Social media is ruled by the social collective
Brand communication = Multi sensory stimulation
Brand categorization M
ulti-Sensory
perception Br
and
at
titud
e
Brand association
Brand affect
Bran
d
atta
chm
ent
Inter-brand relations
Brand participation Bran
d co
mm
unity
Iden&fying
Connec&n
g
Object centered engagement
Self centered engagement
Social engagement
Journal of Consumer Psychology 2012
Loyalty: The Ultimate
Win
CONNECTION
Experiences Memories
Peers
Emotions Ego Relationship
Part of a group
Perceived value of service/product/content Level of service/Satisfaction Trust
Does it help build sense of self?
Part of a group
Perceived value of service/product/content Level of service/Satisfaction Trust
Does it help build sense of self?
Part of a group
Perceived value of service/product/content Level of service/satisfaction Trust
Does it help build sense of self?
