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OMD Dive Social

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Thank you 
OMD is proud to share with you the first volume in its Dive series. This one focuses on social media and unders...

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With great craft and care 
Bhasker Jaiswal, Managing Partner, Business Intelligence, OMD 
Jeanette Phang, Director, Busine...

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OMD Dive Social

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Dive Social is China's first social media motivation study. It deep dives into the motivations of social media, delving into the underlying reasons that drive Chinese social media users. Going beyond social media usage numbers, this study clears up myths of what people want from brands and content that influences them.

The study dispels myths like the influence of Key Online Leaders, the reach of brand accounts on social and who actually uses social media.

Dive Social is China's first social media motivation study. It deep dives into the motivations of social media, delving into the underlying reasons that drive Chinese social media users. Going beyond social media usage numbers, this study clears up myths of what people want from brands and content that influences them.

The study dispels myths like the influence of Key Online Leaders, the reach of brand accounts on social and who actually uses social media.

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OMD Dive Social

  1. 1. 1
  2. 2. Thank you OMD is proud to share with you the first volume in its Dive series. This one focuses on social media and understanding motivations that trigger audiences to interact with our client’s brands and their content. It challenges conventional social media practice and brings to the forefront a planning methodology that prior to today was perceived as more of an art. Today we introduce a new dimension into our clients’ social media planning. 2
  3. 3. With great craft and care Bhasker Jaiswal, Managing Partner, Business Intelligence, OMD Jeanette Phang, Director, Business Intelligence, OMD Ali Zein Kazmi, Head of Social, OMD 3
  4. 4. Why this study? 1.Growth in the audience of social media users. 2.Rise and demise of social media platforms 3.Growth in mobile penetration driven by social adoption 4.Interest based networks challenging mainstream platforms A Study of ChannelsPeople 4
  5. 5. Fulfillment of higher order needs Social feedback provides a sense of belonging Sharing informational is inherently rewarding SOCIAL NEED STATES 5
  6. 6. PEOPLE MOTIVATION INFLUENCE
  7. 7. Why is motivation important? SPEND Dinner is cheap. USAGE I feel good when I eat steak for dinner. BUZZ We feel good when we eat steak for dinner. SENTIMENT We feel better after dinner, not before. MOTIVATION We feel better eating the steak after dinner, because we are hungry. 6
  8. 8. 8 USAGE CONVERSATION MOTIVATION A 3rddimension to social media planning
  9. 9. Understanding the importance of 1% 1,000,000 FOLLOWERS FAKE VIEW INTERACT CARE 8
  10. 10. We asked 10 6 mini focus groups of social media users in Beijing (T1), Nanjing (T2) and Quanzhou (T3) One on one interviews in Shanghai, Beijing, Xiamen, Wuhan, Hefei, Quanzhou, Shijiazhuang
  11. 11. 11
  12. 12. So what are these motivations? 12
  13. 13. Look, we are all motivated by 4 things 13 Pleasure Control Self- Affirmation Societal Integration
  14. 14. 14 Pleasure Control Self- Affirmation Societal Integration SELF AFFIRMATION Expressing self and unlocking of personal potential SOCIAL INTEGRATION Enriching social connections CONTROL Efficiently manage my life and daily chores PLEASURE Stimulation from new experiences
  15. 15. Pleasure Seekers 19% Social Integrators 56% Self- Affirmers 12% Smart Controllers 13% 15
  16. 16. SOCIAL MEDIA HELPS ME EXPRESS MY INDIVIDUALITY SELF AFFIRMERS INFLUENCED BY User generated content from Key Opinion Leaders, online Word of Mouth from friends and family WANTS Aspirational content and recognition from peers CHANNELS USES Watches online videos, chats early morning and at night, checks all networks before bed. Posts regularly on WeChat. BRAND ENGAGEMENT LOW HIGH Self expression at anytime Searching for resources to unlock potential 16 12%
  17. 17. “ SOCIAL MEDIA HELPS ME EXPRESS MY INDIVIDUALITY SELF AFFIRMERS 17 I can express myself better via uploading the things I’ve purchased, the dinner I’ve cooked, the book I’m reading recently and so on. This is a way for others to know me more. QZ, 18-23 y.o. social media user Self expression at anytime Searching for resources to unlock potential 12%
  18. 18. INFLUENCED BY Branded content, incentives, celebrity endorsement WANTS Entertaining and unique content CHANNELS USES Shops online regularly, checks QQ/Qzoneupon waking, checks all accounts before bed. Takes part in brand activities on Sinaweibo/Qzone BRAND ENGAGEMENT LOW HIGH 18 Content for stimulation, new experiences Fun with friends SOCIAL MEDIA IS IMMEDIATE ENTERTAINMENT PLEASURE SEEKERS 19%
  19. 19. SOCIAL MEDIA IS IMMEDIATE ENTERTAINMENT 19 “ Using social media for me is about easy access to the simple pleasures with friends, anytime anywhere. I can simply turn on the computer or get on my mobile or tablet and get access to a world of happiness & fun QZ, 18-23 y.o. social media user Content for stimulation, new experiences Fun with friends PLEASURE SEEKERS 19%
  20. 20. INFLUENCED BY Branded content, online word of mouth from friends and colleagues WANTS Utility, functional information and promotions CHANNELS USES Chats heavily and dips in and out of all social accounts to manage chores. BRAND ENGAGEMENT Smart ways to manage daily chores Maintaining a wider social circle LOW HIGH SOCIAL MEDIA HELPS ME MANAGE MY DAY TO DAY LIFE SMART CONTROLLERS 20 13%
  21. 21. 21 “ I use group chat via WeChatto discuss the time and place where we will meet. I think it is very efficient for all of us. We don’t need to gather everyone and sit down to deal with the time and place. NJ, 24-33 y.o. social media user Smart ways to manage daily chores Maintaining a wider social circle SOCIAL MEDIA HELPS ME MANAGE MY DAY TO DAY LIFE SMART CONTROLLERS 13%
  22. 22. INFLUENCED BY Online word of mouth from friends and family, User Generated Content from KOLs WANTS New ideas to share with friends CHANNELS USES Chats on QQ and WeChatat work, catches up on broadcast SNS at night. Posts on WeChatmoments and Qzone. BRAND ENGAGEMENT LOW HIGH 22 SOCIAL MEDIA HELPS ME MAINTAIN MY CONNECTIONS SOCIAL INTEGRATORS Managing broader social networks New ideas to enrich relationships 56%
  23. 23. 23 “ I have lots of school mates on my Renren, but I don’t meet up with most of them. I don’t even see some of them at all. But they are still on my Renren, I just don’t want to lose the relationship with them. BJ, 18-23 y.osocial media user SOCIAL MEDIA HELPS ME MAINTAIN MY CONNECTIONS SOCIAL INTEGRATORS Managing broader social networks New ideas to enrich relationships 56%
  24. 24. Archetype lead planning for influence Mass Audience Your Brand Friends of Archetypes Your CEO Archetypes Celebrities and KOLs SinaWeibo Mobile App YoukuChannel Zhidao E-Commerce WeChat 24
  25. 25. How are we bringing this to our clients? MAPPING TO CLIENT SEGMENTS PLANNING PROCESS 2.0 ADAPTING ALWAYS ON CONTENT ADAPTING CAMPAIGN MECHANICS
  26. 26. Much more SOCIAL BRANDS KOL 26 Social media brings connections closer and exposes us to the wider world 91% believe it has made their life richer and more fun. 72% agree it helps them come into contact with new and interesting things. 59% of social media users follow a brand purely for out of their love of the brand. KOL endorsement is a double edged sword 29% of social media users profess to follow KOLs; mostly on SinaWeiboand WeChatmoments and whilst they have more followers than brands, 47% of social media users don’t trust KOLs. Brand following is still low Only 21% of social users follow official brand accounts, below celebrities (38%) and KOL (29%) Social is about self expression not self understanding 57% agree it helps them express themselves, only 43% believe it helps them understand themselves more. Brand loyalty goes a long way on social
  27. 27. For even more follow us Weibo: omdchina WeChat: Slideshare: omdchina Email: divesocial@omd.com

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