Social media communication uncovering design intricacies
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Delphique is one of the flagship events that MDI organizes on a yearly basis. This presentation was presented by the communications research panel 2010 during the event this year (20-21 November 2010). Research involved understanding the critical factors for understanding the behaviour of the social media user on social media.
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Social media communication uncovering design intricacies
- 1. Social Media Communication- Uncovering Design intricacies Presented By: Delphique Communications Research Panel 2010 1/29/2015 Communications Research Panel 2010
- 3. Objectives 1) Studying the underlying factors affecting social media behavior of a user. 2) Identifying the most critical factors behind a successful social media communication strategy. 1/29/2015 Communications Research Panel 2010
- 4. Objective – 1:Parameters Factors: 1. Perceived ease of use 2. Perceived usefulness 3. Perceived enjoyment 4. Social Influence 5. Flow – which is a factor depending on previous four 1/29/2015 Communications Research Panel 2010 Acceptability Frequency of Usage Behavioral Intentions social media behavior = Behavioral Intentions
- 5. 1/29/2015 PROPOSED MODEL (Based on Secondary Research) SELF-ESTEEM ANXIETY CONSCIENTIOUSNESS EXTROVERSION FLOW SOCIAL INFLUENCE PERCEIVED USEFULNESS PERCEIVED EASE OF USE PERCEIVED ENJOYMENT BEHAVIORAL INTENTIONS H6 H2 H5 H8 H1 H7 H3 H4 H9 H10 H11 H12 H13 Communications Research Panel 2010
- 6. 1/29/2015 H1: Perceived usefulness of a social networking website is positively associated with behavioral intentions to use the social networking website H2: Perceived ease of use is positively associated with behavioral intentions to use a social networking website. H3: Perceived ease of use is positively associated with perceived usefulness of a social networking website H4: Social influence is positively associated to the behavioral intentions to use a social networking website. H5: Perceived enjoyment is positively associated with behavioral intentions. Hypothesis Communications Research Panel 2010
- 7. 1/29/2015 H6: Flow experience is positively associated to the behavioral intentions to use a social networking website. H7: Extroversion is positively associated with the perceived usefulness of the social networking website. H8: Extroversion is positively associated with the perceived ease of use the social networking website. H9: Extroversion is positively associated with the perceived enjoyment of the social networking website. Communications Research Panel 2010 Hypothesis
- 8. 1/29/2015 . . H10: Conscientiousness is positively associated with perceived ease of use of the social networking website. H11: Anxiety is positively associated with the perceived usefulness of the social networking website. H12: Self Esteem is positively associated with the perceived usefulness of the social networking website H13: Self Esteem is positively associated with the perceived enjoyment of the social networking website. Communications Research Panel 2010 Hypothesis
- 9. Research Methodology • Questionnaire • Data Collection o Target Audience: MDI Students o questionnaires floated: 205 o Respondents: 171 • Reliability Analysis • Regression Analysis to check the validity of our hypotheses • Correlation Analysis 1/29/2015 Communications Research Panel 2010
- 10. 1/29/2015 PROPOSED MODEL (Based on Secondary Research) SELF-ESTEEM ANXIETY CONSCIENTIOUSNESS EXTROVERSION FLOW SOCIAL INFLUENCE PERCEIVED USEFULNESS PERCEIVED EASE OF USE PERCEIVED ENJOYMENT BEHAVIORAL INTENTIONS H6 H2 H5 H8 H1 H7 H3 H4 H9 H10 H11 H12 H13 Communications Research Panel 2010
- 11. 1/29/2015 REVISED MODEL SOCIAL INFLUENCE PERCEIVED USEFULNESS PERCEIVED EASE OF USE PERCEIVED ENJOYMENT BEHAVIORAL INTENTIONS 0.322 0.278 0.299 0.352 Communications Research Panel 2010 BEHINTEN = C+ 0.278 * PUSEFUL + 0.322 * PENJOY + 0.352 * SOCIALIN
- 12. We hypothesized that the following factors could be used to discriminate the behavioral intentions of a social media user: o Gender o Network Size o Multiple Presence 1/29/2015 Communications Research Panel 2010 Supplementary Research
- 14. Gender Males • Social influence • Flow experience • Enjoyment • Usefulness Females • Usefulness • Enjoyment 1/29/2015 Communications Research Panel 2010
- 15. Network size High • Social influence Low • Usefulness • Enjoyment 1/29/2015 Communications Research Panel 2010
- 16. Multiple presence High • Usefulness • Enjoyment Low • Usefulness • Enjoyment • Social influence 1/29/2015 Communications Research Panel 2010
- 17. 1/29/2015 Managerial Implications Useful and enjoyable Integrated efforts When Mass broadcast and high network users be focused Segmenting on the basis of Gender Selling to people who actually want to hear from you is more effective than interrupting strangers who don't.
- 18. Part-2 Critical factors behind the success of a social media communication strategy 1/29/2015 <Communications Research Panel 2010>
- 19. 1/29/2015 Communications Research Panel 2010 Pilot Consistency Branding Human Interface Listening Integrating offline 16 factors Secondary Research Integration No Spam Freebies Limited Presence Innovation Not Selling Blogs Humour Sharing all events Call to Action Primary Research
- 20. #1 Integration at one offering
- 21. #2 “Finding new ways, more clever ways to interrupt people doesn't work,”
- 22. #3 Listening
- 23. #4
- 24. #5 Innovation
- 25. #6 Putting your offline content online
- 26. #7 Relationships
- 27. #8 Blogging
- 28. 1/29/2015 Communications Research Panel 2010 Our Team: Akanksha Jain Payal Aggarwal Rahul Sharma Rahul Kaushal Swati Bhadada Lokesh Harnal Madhvi Marathe Raghoo Puri Jaban Jyoti Phukan Anshul Gupta Knowledge Partner: Perfect Relations Faculty Guidance: Prof. Gita Bajaj
Hinweis der Redaktion
- Based on secondary research, we developed this model to explain behavioral intentions.
- In order to validate the proposed model we developed these hypothesis.
- Based on secondary research, we developed this model to explain behavioral intentions.
- Based on secondary research, we developed this model to explain behavioral intentions.
- So we see that the medium, as opposed to traditional media is driven by the target and not the sender. Having done that, we tried to find what are the underlying factors behind popular social media campaign. Through secondary research, we studied some popular campaigns and were able to filter down to 16 factors that were a common denominator in some way or the other in them. However, we further tried to figure out which factors were more important through primary research done with some social media experts which led us to 8 essential factors
- This is done so that followers get a peak into all platforms by creating a hub for all company related information at one page, mostly Facebook. This directs traffic to all platforms on which you are present. Zappos, Dell, Best Buy, Southwest airlines
- Spam is a strict no-no. people follow companies that involve rather than the ones that bombard followers with information on how good their products are. Guy Kawasaki, popular social media guru, started auto tweeting with the help of a robot for his new initiative: Garage ventures. This was not taken well by people who unfollowed him as a result of this.
- it is also very important for companies to first figure out what their TG is talking, so as to know their need. Therefore, tracking (or listening) to what the followers say is very important before designing the social media offering For Customer Involvement Customers share ideas. See, discuss , vote and check results Make users feel they are part of decision making. Increased loyalty to company. Starbucks, Mountain Dew are campaigns where companies actually ask for ideas and also show consumers the level to which the idea has been implemented
- it is very important to ensure that a company’s responses are not auto generated, but are sustained by interaction. Gift Coupons/ discounts Give as many discounts coupons as possible in given time. Promote group buying. GAP, Zappos
- Not only do these actions help in attracting people, but continuous innovations in the campaigns keep people hooked onto the campaigns. It would not help if people like a campaign, spend some time and never return back Real Life Simulation: Create platform for audience to experience what they can’t in real life. Entice non users/ followers to go for your product /service. Generate rapid word of mouth The Dark Knight Campaign, Sacrifice 10 friends campaign, second life
- The company has to make sure that the brand positioning is intact, even though the medium is strikingly different. Therefore, it would help if the company uses the same promotional techniques in both offline and online space so as to prevent a disconnect. Relevant applications which intrigue customers therefore help.
- One of the biggest challenges of social media campaigns is to keep people involved for a longer duration. People need to keep on coming back which would help if companies involve them
- blogging is one thing that is extremely important. However, it is not for everyone. FMCG or fashion apparel companies, for example would not find blogging useful in their social media initiatives.