The Story of WHY: Cracking the Social Code
Upcoming SlideShare
Loading in...5
×
 

The Story of WHY: Cracking the Social Code

on

  • 674 views

Presented by Mr Joseph Sales, Digital Director, UM Singapore at ISS Seminar: Where is Social Media Going in 2014? on 27 Nov 2013.

Presented by Mr Joseph Sales, Digital Director, UM Singapore at ISS Seminar: Where is Social Media Going in 2014? on 27 Nov 2013.

Statistics

Views

Total Views
674
Views on SlideShare
674
Embed Views
0

Actions

Likes
5
Downloads
25
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

The Story of WHY: Cracking the Social Code The Story of WHY: Cracking the Social Code Presentation Transcript

  • Title Here Subtitle here 27 November 2013 | NUS ISS | Where is Social Media Going in 2014?
  • respondents countries Australia China France Germany Italy India Japan Mexico Philippines Russia South Korea Spain United Kingdom United States Australia Brazil China France Germany Greece India Italy Japan Malaysia Mexico Pakistan Philippines Russia Singapore South Korea Spain Taiwan Thailand United Kingdom United States Australia Austria Brazil Canada China Czech Republic Denmark France Germany Greece Hong Kong Hungary India Italy Japan Mexico Netherlands Pakistan Philippines Poland Romania Russia South Korea Spain Switzerland Taiwan Turkey United Kingdom United States Austria Belgium Brazil Canada China Colombia Czech Republic Denmark Ecuador Finland France Germany Hong Kong Hungary India Italy Japan Latvia Lithuania Malaysia Mexico Netherlands Norway Peru Philippines Poland Portugal Romania Russia Singapore South Africa South Korea Spain Sweden Turkey United Kingdom United States Algeria Argentina Australia Austria Bahrain Belgium Bosnia & Herzegovina Brazil Bulgaria Canada Chile Algeria China Argentina Colombia Australia Cote d’Ivoire Austria Croatia Bahrain Czech Republic Belgium Denmark Brazil Dominican Republic Algeria Canada Ecuador Argentina Chile Egypt Australia China Estonia Austria Colombia Finland Bahrain Croatia France Belgium Czech Republic Germany Brazil Denmark Greece Canada Ecuador Hong Kong Chile Egypt Hungary China Estonia India Colombia Finland Indonesia Czech Republic France Ireland (ROI) Denmark Germany Israel Ecuador Greece Italy Egypt Hong Kong Japan Estonia Hungary Kenya France India Kuwait Germany Ireland (ROI) Latvia Hong Kong Italy Lebanon Hungary Japan Lithuania India Kuwait Macedonia Ireland (ROI) Latvia Malaysia Italy Lebanon Mexico Japan Lithuania Netherlands Kuwait Malaysia Nigeria Latvia Mexico Norway Lebanon Netherlands Oman Lithuania Norway Paraguay Malaysia Oman Peru Mexico Philippines Philippines Netherlands Poland Poland Norway Portugal Portugal Oman Puerto Rico Puerto Rico Philippines Qatar Qatar Poland Romania Romania Portugal Russia Russia Qatar Saudi Arabia Saudi Arabia Romania Serbia Serbia Russia Singapore Singapore Saudi Arabia Slovakia Slovakia Serbia South Africa South Africa Singapore South Korea South Korea Slovakia Spain Spain South Africa Sweden Sweden South Korea Switzerland Switzerland Spain Taiwan Taiwan Sweden Thailand Thailand Taiwan Tunisia Tunisia Thailand Turkey Turkey Tunisia United Arab EmiratesUkraine Turkey Ukraine United Arab Emirates United Arab EmiratesUnited Kingdom United Kingdom Ukraine United States United States United Kingdom Vietnam Vietnam
  • 7 years of asking WHY has shown us that underpin all social behaviour
  • A look at top categories, consumers look for from companies/brands, and how consumers would if companies interact with them.
  • Software An opportunity to learn something new Access to the latest news about computer software Help and advice Consumers would want to spend more time with the product, making them want to find more information about it. They feel that it will give them detailed understanding of the brand, making them feel valued as a customer in the process.
  • Technology Access to the latest news about consumer technology Access to entertaining content and experiences An opportunity to learn something new Consumers would feel that they will have more knowledge of what the product is, hence they want to find more information about it. The product would be more desirable for them, thus encourages them to try it.
  • Consoles/ Games Help to relax and escape from everyday life Access to entertaining content and experiences Access to the latest news about games consoles or games Consumers would feel that they want to spend more time with the product making them desire for it. They will look for more information about it and willing to recommend the product to their friends.
  • /Telecommunications Access to entertaining content and experiences Access to the latest news about mobile/telecommunications An opportunity to learn something new Consumers would want to spend more time with the brand and in the process would desire for it more. They will find more details about it and in the end get clearer understanding of its products and services.
  • and Drinks Access to the latest news about food and/or drinks Help to relax and escape from everyday life Access to entertaining content and experiences Consumers would easily be encouraged to try it and very much willing to recommend it to their friends. They would feel valued as a customer hence they will spend more time with it as the product now becomes very desirable for them.
  • Access to the latest news about sports Help to relax and escape from everyday life Access to entertaining content and experiences Consumers will find more things about the brand and will spend more time just to get information about it. The sports product will become desirable for them and in the end recommend it to their friends once they find value from it.
  • Help to relax and escape from everyday life Access to the latest news about travel Consumers will spend more time with your product or service, making it more desirable for them to travel. They will find more things about it that will result to remembering it. Access to entertaining content and experiences
  • Help to relax and escape from everyday life Access to entertaining content and experiences Access to the latest news about movies Consumers would spend more time with it, desiring to watch the movie. Once they get a good experience from watching it, they will surely recommend it to others.
  • Help to relax and escape from everyday life Access to the latest news about music Access to entertaining content and experiences Consumers will find more time with it making it seem more desirable for them. They will find out more about the music, and be encouraged to recommend it to others.
  • Care Access to the latest news about personal care Help and advice An opportunity to learn something new Consumers will get detailed understanding about the brand, making them want to find out more information. They will be encouraged to try the product and feel that they are a valued customer.
  • and Wellbeing Access to the latest news about health and wellbeing Help and advice An opportunity to learn something new Consumers will get detailed understanding about the brand, same feeling for the personal care category. They will want to find out more information about it, encouraging them to try the product.
  • Goods Access to the latest news about luxury goods An opportunity to learn something new An opportunity to display my interest or support Consumers will desire the product, making them want to purchase it. They will get more understanding about the brand and will make sure to find out more about it.
  • / Motorcycle Access to the latest news about cars/motorcycles An opportunity to learn something new Help and advice Consumers will want to find out more about the product and should they find the value compelling, they will recommend it to others. They will get more details about the product and will feel valued as a customer should the brand interacts with them.
  • Orgs / Causes An opportunity to help others An opportunity to display my interest or support Help to create something worth sharing Consumers will spend more time with your cause and will recommend it to others.
  • Finance Consumers will feel valued as a customer and will get more detailed understanding about it, wanting to find out more. Help and advice Access to the latest news about personal finance An opportunity to learn something new
  • Care Access to the latest news about childcare Help and advice An opportunity to learn something new Consumers will get detailed understanding about the brand and will want to find out more. They will feel valued as a customer that they will recommend the product to their friends.
  • The insight we gather from Wave drives a very different philosophy. By asking first we can build strategies that foster a beneficial between brands and consumers. The mutual word is important because, if the communication doesn’t benefit both, it just cannot succeed long term. With Wave we start with a very , what does the consumer want from our brand and how will they feel towards us if we deliver it. This means we can boil down our thinking, concentrating only on the value exchange, where .
  • Joseph Sales Digital Director, UM Singapore Email: joseph.sales@umww.com Mobile: 9780 1840