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?”
!
!
!
!
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)
!
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
!
!
!
!
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
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