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
!
!
binit@triature.co
@vasabeam

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

Nameet POTNIS
#entrepreneur #digital #social
#commerce #foodie #hobbyist
!
!
!
!
nameet.potnis@inscripts.com
@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 engagement

Two / Interactive Understanding of popular mediums

Three / Corroboration with examples + case studies

Four / Networks evolving with user behaviour

!
!
Q&A
!

ONE 
Essence of social 
media 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 bottle 
 
 
Like Traditional marketing,  
they want to PUSH their message 
down the consumer’s throat & mind 
to get more ‘bang for the buck’

Essence of social media (since evolution)
PULLPUSH

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 mouth 
Coca 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 understanding 
of 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
!
!
!
!

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 understanding 
of social mediums 

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

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
!
!
!
!

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?

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