what drives consumer behaviour on social media?

Hello!My name is test slide and I look good. :)

Understanding Consumer behaviour in the Digital space

Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS

Self Introductions


Binit VASA


#entrepreneur #design #digital #userinteraction #social #branding #flaneur #polyglot #travel #context #potatoes [email protected] @vasabeam

First time at a B-School (Fingers crossed!)


Nameet POTNIS


#entrepreneur #digital #social #commerce #foodie #hobbyist [email protected] @nameet

Setting the Context


Digital + Consumer behaviour = 3 mediums of engagement !!Web Social Mobile !

Setting the Context


Digital + Consumer behaviour + 3 mediums of engagement – time constraints = !!Web Social Mobile !

Setting the Context


Emphasis on Consumer behaviour (brand / sales / marketing) Consumer driven examples (B2C) Focus on concepts and not on analytics !

Contents


One / Essence of Social media engagementTwo / Interactive Understanding of popular mediumsThree / Corroboration with examples + case studies Four / Networks evolving with user behaviour!!Q&A !

ONE

Essence of socialmedia engagement


Question


How many of you have done any form of social marketing? OR

How many of you have worked on brands with a huge presence on social media? !!!

Things my clients say


“So I have a print and TVC campaign ready. How do we adopt it to Digital?” !“So I don’t have a big budget, but social media is cheap right?” !“How can I increase the ‘Likes’ on my page?” !“There is no content on my page. Just 2 posts per day is not enough!” !“Why am I not getting more followers on Twitter?” !!!

Things my clients say


“You want some original video content? How about our press conference with Kareena?” !“Why can’t we do one more contest. People love contests!” !“Why don’t you promote our Lead form at least twice a day. It’s free to put up a post right. Why be stingy?” !!!!

PUSH PUSH PUSH


The problem Same message, new bottleLike Traditional marketing, they want to PUSH their messagedown the consumer’s throat & mindto get more ‘bang for the buck’


Essence of social media (since evolution)


PULL PUSH

The ‘Pull’ that influences consumer behaviour


Social media did not evolve with push advertising at its heart!Content driven marketing is the future !Sell the addiction, not the drug

TED talks have ruined my life


More useful information in 20 minutes than any other platform!Videos are more concise than words !

Straight from a brand’s mouthCoca Cola and the art of behaviour driven social engagement


Client that understood the value of ‘Pull’


Zicom / Make my city safe !Wanted influencers to talk about how Zicom cameras make the city safe through a blog post !Clear case of Rigged influencers !Creation of the ‘Pull’ using the Twitter idea

TWO & THREE

Contextual understandingof social mediums


Construct dictates socially acceptable behaviour


We are bound by the norms of the construct !Inherent quality of any platform / medium that shapes behaviour / motivation !!!!(This classroom, a funeral, a party)

!

Our approach


Our approach / More qualitative


And also because


Let’s get the conversation started


1. !You just entered a room called Twitter. What is it like? !!!!!

Twitter

The fast paced office


Inherent qualities Speed, dynamism, real time, concise, information heavy !Purpose Newsroom, discovery, curation, thought leadership, one-to-one conversations, freedom of speech !Time of the day Morning, Night, Important events, ongoing conversations !!!!

So which brand created the best ‘pull’ on Twitter?


Conversation continues


2. !You just entered a room called Facebook. What is it like? !!!!!

Facebook

The recreational club


Inherent qualities Easy scroll, information that requires peace of mind, more distracting than constructive !Purpose Recreational, no urgency, fleeting, voyeurism, social gratification !Time of the day Evenings, weekends, nights, transit !!!!

So which brand had a knockout on Facebook?




3. !You just entered a room called Instagram. What is it like? !!!!!

Instagram

The chill easy lounge


Inherent qualities Visual, capturing the moment, Quick distraction !Purpose Lounge, entertainment, keeping in touch, social gratification !Time of the day Evenings, weekends, nights, transit !!!!

How does one shape consumer behaviour on Instagram?




4. !You just entered a room called YouTube. What is it like? !!!!!

YouTube

The comfortable living room


Inherent qualities Search, discover, share, consolidate !Purpose Entertainment, information, knowledge !Time of the day Anytime !!!!

The YouTube success




5. !You just entered a room called Linkedin. What is it like? !!!!!

LinkedIn

Aspirational / professional gathering


Inherent qualities Serious, Professional, Business, Ambition, Possibilities !Purpose Networking event !Time of the day Weekends, evenings !!!!

Shaping behaviour on LinkedIn


An integrated case study


Brand that truly understands the virtue of a medium


FOUR

Contextual understandingof social mediums


Pinterest


Inherent qualities Visual, capturing the moment, Quick distraction !Purpose Lounge, entertainment, keeping in touch, social gratification, !Time of the day Evenings, weekends, nights, transit

Pinterest


Simplicity - Pinterest wants its users to do three things: create, consume, and share content !Endless search - Infinite scroll !Discover as you scroll - Eyes move horizontally and vertically !A pin is worth more than a post - Images are much easier for our brains to process than text !Curation is easier than creation - Pick up scraps from the internet !While one might “Like” Flipkart on Facebook or follow their Twitter stream, hoping to get a coupon, only Pinterest knows that I have been keeping an eye out for a mid-priced stroller appropriate for an 2 year old boy

Tinder


Inherent qualities Dating, capturing the moment, compatibility !Purpose Meeting new people, social gratification !Time of the day Evenings, weekends, nights, transit !!!!

Tinder


!Extremely simple - Tinder demands very little of the brain.!Infinite swipe - Tinder’s swiping mechanic is similar to the ever-present infinite scroll, popularised by Pinterest.!Action required, get off your seat! - Traditional dating sites require no further investment of the user to find a match once a profile is created. Tinder, on the other hand, makes its users work, impressing feelings productivity and accomplishment with each swipe.!Double opt-in - Tinder requires both men and women to express interest

Snapchat


Inherent qualities Ephemeral, familiar, visual !Purpose Entertainment, keeping in touch, social gratification, !Time of the day Everywhere !!!!

Snapchat


!Making it easy and quick to create photos or videos !Reducing inhibitions with temporary communications !Creating a social obligation for users to reply to explicit, one-to-one communications !Increasing response rates and timeliness of replies using read-receipts !Motivating consumption through novel, highly variable interactions

That’s a wrap. Q&A. Thank you for being patient.

Imagery courtesy / Lobulo

what drives consumer behaviour on social media?

Marketing