What drives Consumer behaviour on Social media?
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Understanding the intrinsic behaviour and motivation that drives people to engage with Social media platforms with relevant case studies.
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What drives Consumer behaviour on Social media?
- 1. Hello! My name is test slide and I look good. :)
- 2. Understanding Consumer behaviour in the Digital space Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS
- 3. Self Introductions Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS
- 4. Binit VASA Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS #entrepreneur #design #digital #userinteraction #social #branding #flaneur #polyglot #travel #context #potatoes ! ! binit@triature.co @vasabeam
- 5. First time at a B-School (Fingers crossed!) Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS
- 6. Nameet POTNIS Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS #entrepreneur #digital #social #commerce #foodie #hobbyist ! ! ! ! nameet.potnis@inscripts.com @nameet
- 7. Setting the Context Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS Digital + Consumer behaviour = 3 mediums of engagement ! ! Web Social Mobile !
- 8. Setting the Context Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS Digital + Consumer behaviour + 3 mediums of engagement – time constraints = ! ! Web Social Mobile !
- 9. Setting the Context Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS Emphasis on Consumer behaviour (brand / sales / marketing) Consumer driven examples (B2C) Focus on concepts and not on analytics !
- 10. Contents Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS One / Essence of Social media engagement Two / Interactive Understanding of popular mediums Three / Corroboration with examples + case studies Four / Networks evolving with user behaviour ! ! Q&A !
- 11. ONE Essence of social media engagement Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS
- 12. Question Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS 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? ! ! !
- 13. Things my clients say Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS “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?” ! ! !
- 14. Things my clients say Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS “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?” ! ! ! !
- 15. PUSH PUSH PUSH Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS
- 16. The problem Same message, new bottle Like Traditional marketing, they want to PUSH their message down the consumer’s throat & mind to get more ‘bang for the buck’ Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS
- 17. Essence of social media (since evolution) Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS PULLPUSH
- 18. The ‘Pull’ that influences consumer behaviour Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS Social media did not evolve with push advertising at its heart ! Content driven marketing is the future ! Sell the addiction, not the drug
- 19. TED talks have ruined my life Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS More useful information in 20 minutes than any other platform ! Videos are more concise than words !
- 20. Straight from a brand’s mouth Coca Cola and the art of behaviour driven social engagement Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS
- 21. Client that understood the value of ‘Pull’ Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS 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
- 22. TWO & THREE Contextual understanding of social mediums Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS
- 23. Construct dictates socially acceptable behaviour Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS 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) !
- 24. Our approach Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS
- 25. Our approach / More qualitative Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS
- 26. And also because Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS
- 27. Let’s get the conversation started Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS 1. ! You just entered a room called Twitter. What is it like? ! ! ! ! !
- 28. Twitter The fast paced office Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS 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 ! ! ! !
- 29. So which brand created the best ‘pull’ on Twitter? Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS
- 30. Conversation continues Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS 2. ! You just entered a room called Facebook. What is it like? ! ! ! ! !
- 31. Facebook The recreational club Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS 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 ! ! ! !
- 32. So which brand had a knockout on Facebook? Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS
- 33. Conversation continues Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS 3. ! You just entered a room called Instagram. What is it like? ! ! ! ! !
- 34. Instagram The chill easy lounge Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS Inherent qualities Visual, capturing the moment, Quick distraction ! Purpose Lounge, entertainment, keeping in touch, social gratification ! Time of the day Evenings, weekends, nights, transit ! ! ! !
- 35. How does one shape consumer behaviour on Instagram? Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS
- 36. Conversation continues Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS 4. ! You just entered a room called YouTube. What is it like? ! ! ! ! !
- 37. YouTube The comfortable living room Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS Inherent qualities Search, discover, share, consolidate ! Purpose Entertainment, information, knowledge ! Time of the day Anytime ! ! ! !
- 38. The YouTube success Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS
- 39. Conversation continues Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS 5. ! You just entered a room called Linkedin. What is it like? ! ! ! ! !
- 40. LinkedIn Aspirational / professional gathering Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS Inherent qualities Serious, Professional, Business, Ambition, Possibilities ! Purpose Networking event ! Time of the day Weekends, evenings ! ! ! !
- 41. Shaping behaviour on LinkedIn Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS
- 42. An integrated case study Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS
- 43. Brand that truly understands the virtue of a medium Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS
- 44. FOUR Contextual understanding of social mediums Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS
- 45. Pinterest Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS Inherent qualities Visual, capturing the moment, Quick distraction ! Purpose Lounge, entertainment, keeping in touch, social gratification, ! Time of the day Evenings, weekends, nights, transit
- 46. Pinterest Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS 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
- 47. Tinder Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS Inherent qualities Dating, capturing the moment, compatibility ! Purpose Meeting new people, social gratification ! Time of the day Evenings, weekends, nights, transit ! ! ! !
- 48. Tinder Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS ! 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
- 49. Snapchat Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS Inherent qualities Ephemeral, familiar, visual ! Purpose Entertainment, keeping in touch, social gratification, ! Time of the day Everywhere ! ! ! !
- 50. Snapchat Consumer behaviour / Social / SPJIMR July 2014 Binit VASA / Nameet POTNIS ! 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
- 51. That’s a wrap. Q&A. Thank you for being patient. Imagery courtesy / Lobulo