1. SOCIAL MEDIA & CONSUMER
Presented by Khushbu Pandya,
Founder of Konvophilia Communications
Author of WEAVE Model
2. CONFESSIONS !
Confession # 1 - I am not any social media genius!
Confession # 2 - I can‟t guarantee likes, follows and
Confession # 3 - I do not know technical stuff like
All I have got is – PASSION
I have studied social media closely and its various
I love what I do !
3. TALK AGENDA
Social Media & Consumer Behaviour : Two broad disciplines – where is
Influence of social media on consumer behaviour
Why Social data is important?
Top 5 reasons why consumers like or follow brands on social media
Top 4 reasons why consumer unlike or un-follow brands on social media
Trends in consumer behaviour
What to do now? Where to start from?
7 Step Process of going Social & Consumer behaviour observation sheet
Questions / points to discuss
4. TWO BROAD DISCIPLINES–WHERE IS THE CONNECT?
Consumer Behaviour was relatively new field of study in the mid-late
Because it had no history or body of research of its own, marketing
theorists borrowed concepts from other disciplines -
Psychology (the study of the individual)
Sociology (the study of groups)
Social Psychology (the study of how an individual operates in groups)
Anthropology (the influence of society on an individual), and
1Leon G. Schiffman, Leslie Lazar Kanuk and S. Ramesh Kumar, Consumer Behavior, 10th ed. (New Delhi,India: Pearson
Education, 2010), 35.
5. This combination helped to form the basis of this new marketing
Many early theories concerning consumer behaviour were based on
economic theory, on the notion that individuals act rationally to
maximise their benefits (satisfaction) in the purchase of goods
impulsively and to be influenced by not only family and friends, by
advertisers and role models, but also by mood, situation, and
All of these factors combine to form a comprehensive model of
consumer behaviour that reflects both the cognitive and emotional
aspects of consumer decision making.
6. SOCIAL MEDIA CONNECT
Social Media is a Channel on which Consumer Behavior is reflected
directly and is visible to everyone on the real time basis.
Hence, that‟s the connect between Social Media & Consumer
7. WHO IS THE NEW CONSUMER ?
8. INFLUENCE OF SOCIAL MEDIA ON CONSUMER BEHAVIOUR
9. INFLUENCE OF SOCIAL MEDIA ON CONSUMER BEHAVIOUR
Social Media gives opportunity to communicate with customers.
It allows greater „Reach‟ with „targeted communication‟ that
guaranties company‟s message is received by the consumers.
Social Media has given power to consumers resulting in to
10. Two way communication – creating interactivity –
direct effects on consumer behaviour:
New Voice of Consumer
11. Consumers are Now “Researchers”
12. Consumer‟s Loyalty
Consumer‟s rapport with the company
E.g. personal experience with „Things Remembered‟
13. Consumer Advertising (WOM principle works faster here)
14. WHY SOCIAL DATA IS IMPORTANT?
Provides direct access to consumers
Useful hints on What to discus and what not to
Useful in developing business
Understanding „Who‟ is using the
product/service, why and other usage behaviour
Deciding on other marketing strategies
15. LET‟S DISCUSS FACTS:(REFERRING TO MY PH.D. RESEARCH DATA)
1. Professional Networker and Explorer
Uses SM to build and maintain good relations with customers and all
the work related people.
Likes to read and collect information about product and services.
Constantly look out for new things online.
There are four categories of Consumers in Gujarat:
16. 3. Pessimists
Social Media creates Nuisance
Social Media are waste of time
Social Media are misinterpretations of reality
Likes the feeling of being always connected
Likes to read about other people‟s lives
Enjoy sharing reviews on social media
17. 4. Connectors with Purpose
Uses SM to communicate with limited
network of people. (limited to their
specific interest only.)
Likes to keep in touch with their friends
& family only
18. TOP 5 REASONS – WHY CONSUMER OR
BRANDS ON SOCIAL MEDIA?
Easy access to Product/company information, available
24/7, and monitor New Products/Services or future releases
Receive Discounts, coupons, or giveaways 25.4%
Get User reviews, experiences and also share their own
experiences and reviews
Networking & relationship building with brands, feels more
Using the products currently, So easy to avail after sales
services & product information
Research sample of 1045 respondents from across Gujarat
19. TOP 4 REASONS – WHY CONSUMER OR
BRANDS ON SOCIAL MEDIA?
High Promotions and too much of posts regarding
Do not listen or respond to the complains posted 25%
Interference / harassment of people, other than
No new content provided 5.8%
20. Various Research groups and Industries from all over the world have
done research in this area and all have come to a single consensus :-
“Social Media is Revolutionizing
21. TRENDS IN CONSUMER BEHAVIOUR
22. TRENDS TO LOOK OUT FOR:
Increasing trends in Online Shopping & Mobile devices
results into increased power of Social Media – creating
larger impact on the way consumers shop.
In-store shopping decisions are also affected by Social
Consumers look out for specials on foursquare as they
Scan Bar codes to look out for product information
Use various apps at the point of sale
24. PROVEN FACT # 1
Consumers have become the part of building a
25. PROVEN FACT # 2
Customers are your True Brand Advocates
26. PROVEN FACT # 3
Social Media is now
an effective way to
provide an excellent
27. PROVEN FACT # 4
Traditional marketing still has its place, but there is a need to
engage the “always-connected consumers” at every touch point
& in real-time, anticipating their needs and responding at each
28. WHAT TO DO NOW? WHERE TO START FROM?
MOST IMPORTANT :
Don‟t IMITATE others; Don‟t do just for the sake of doing; Don‟t blindly
follow others !
29. 7 STEP PROCESS OF GOING SOCIAL
SETTING GOALS AND MEASURING PERFORMANCE
[ CONSUMER BEHAVIOUR OBSERVATION SHEET ]
31. It is important to have your own model rather than copying other‟s !
Social Media success depends on how well you understand your
Understand the Social Media Fundamentals
My Book WEAVE Model explains Social
Media Fundamentals that helps integrating
social media into your business.
You can check it out at
Amazon Bookstore, Barnes & Noble
or mail me for e-book copies !
32. AND THAT ENDS MY PRESENTATION, LET‟S STAY CONNECTED !
www.khushbupandya.com | www.konvophilia.in (coming soon)
I am present on almost all social media platforms –
You can look out for Konvophilia or
Check out my Book at
Catch up the book updates using