Social media is changing the marketing game. It represents a goldmine for marketers as consumers express themselves more, with greater depth and across a broader range of topics. By harnessing the power of social media insights – by the hundreds of millions of daily posts on global and regional social networks (e.g., Facebook, Twitter, etc.) as well as blogs, and forums – marketers can surface meaningful and fresh consumer insights. Winning in a social world requires a far more intimate understanding of the consumer. By using social insights to inform our social strategy and execution, this will help us target our audience better and appear relevant to them.

1. We Are Social
Application of Social
Insights in the Youth
Segment
DAWSG
19 August 2015

2. 2
Shih
Hoon
We Are Social

3. We Are Social 3

4. We Are Social 4

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Top 10 activities for SG youth
Source: Global Web Index (Q1-Q2 2015) Which of the following have you done online on your mobile in the past month?
%
47.5
40.3 39.8
36.7 36.3
32.9 32.4 32.2
29.5 28.3
0
5
10
15
20
25
30
35
40
45
50

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55% 42% 35% 33%
22% 19% 13% 12%
Source: Global Web Index (Q1-Q2 2015) Which of the following services have you used or contributed to in the past month using any type of device?

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12.2%
15.1%
15.9%
17.6%
18.1%
20.3%
21.3%
27.9%
28%
34.4%
34.8%
35%
37.5%
41.8%
45.1%
51.5%
To promote my work
To network for work
To meet new people
To follow celebrities / celebrity news
To research / find products to buy
To share details of what I'm doing in my daily life
To share my opinion
It's just one of the sites I always tend to visit
To make sure I don't miss out on anything
To share photos or videos with others
General networking with other people
Because a lot of my friends are on it
To find funny or entertaining content (i.e. articles, videos)
To stay up-to-date with news and current events
To fill up spare time
To stay in touch with what my friends are doing
Source: Global Web Index (Q1-Q2 2015) What are you main reasons for using social networking services?
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10. We Are Social
WHERE DO WE
START?
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I want to know what the
purchase drivers for my
product are, so that I can
leverage that in my
marketing efforts
I want to know how youth
use my products so I can
build my messaging from
existing use cases.
I want to know if my target
audience noticed my ad
campaign, and if so, what
their reaction was
I want to how consumers
compare my brand to that
of my competitors, and
what opportunities for
differentiation exist.
I want to know what unmet
needs my consumer
expresses, so that I can
engage them with relevant
content.
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Social Insights
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Social insight is an understanding of
people's motivations in the context of their
interpersonal relationships, communities
and society.
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15. 1. Listen and identify insights
15
In order to understand your
audience, and what motivates
and engages them, you need
to be actively listening
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16. 2. Using social media data for strategy
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Ideation
Launch
In Market• Understand and reach
target consumer
segments
• Recognize category and
consumer trends
• Identify unmet needs
and white space
opportunities
• Measure brand’s
emotional resonance and
differentiating attributes
• Understand the role of
social media in the
decision journey
• Complement survey
research’s asking with
social media’s listening
We Are Social

17. What is social media data?
• A focus group of millions
• Insight into how people really feel and behave vs. how they
say they feel and behave
• Drive marketing strategy with insights into:
­ What consumers want or need
­ What’s working or not working
­ Where and how to engage consumer base
• Address the “why?” question
• Insights in ‘the words of the customer’
• Maintain a constant, real-time pulse on the consumer
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Example:
Social Media
Segmentation
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19. DEMOGRAPHIC BEHAVIOUR
PSYCHOGRAPHIC GEOGRAPHIC
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20. Teens and food on Twitter
20We Are Social
ü Like to share food pictures
ü Like simple recipes
ü Like to try cooking with simple
ingredients

21. Segmentation of Singapore Youth
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The Social Butterflies
The Mini Celebs
The Fan Fanatics
The
Fashionistas
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22. 3. Bringing strategy to life
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Consider the broader
ecosystem for content strategy:
• Audience
• Content Planning
• Creation
• Distribution
• Amplification
• Analysis
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23. 4. Continuous ‘Always-On’ content
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Content is no longer ‘viral’ – it
is continuous.
Serious brand marketers
understand that an always on
content strategy yields far
more likelihood of returns.
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Elements for creating relevant content
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HYPER-RELEVANCE
Tailored content is a
must. Keep in mind
their age, location
and cultural interests
at all times.
HELPFUL + USEFUL
Millennials receive
over 5,000 marketing
messages a day.
Make content handy
to have cut-through
THOUGHT
PROVOKING
60% of millennials
only share content
when it is “thought
provoking and
intelligent”
EMOTION
Millennials want a
reason to connect.
Emotive content
builds brand love
PLATFORM +
FORMAT
Publish on the right
platform in the right
format to remain
relevant to
millennials

25. YouTube stars
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5. Expand the
measurement
toolbox
beyond
platform
metrics

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Take Aways
1. Listen and identify insights
2. Use social media data to build strategy
3. Bringing strategy to life
4. Continuous always-on content
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Elements for creating relevant content
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HYPER-RELEVANCE
Tailored content is a
must. Keep in mind
their age, location
and cultural interests
at all times.
HELPFUL + USEFUL
Millennials receive
over 5,000 marketing
messages a day.
Make content handy
to have cut-through
THOUGHT
PROVOKING
60% of millennials
only share content
when it is “thought
provoking and
intelligent”
EMOTION
Millennials want a
reason to connect.
Emotive content
builds brand love
PLATFORM +
FORMAT
Publish on the right
platform in the right
format to remain
relevant to
millennials.

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WE
ARE
SOCIAL
YONG
SHIH
HOON,
RESEARCH
&
INSIGHTS
DIRECTOR
@SHIHHOON
SHIHHOON.YONG@WEARESOCIAL.SG
+65
6423
1051
WWW.WEARESOCIAL.SG