The Story of WHY: Cracking the Social Code

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Title Here Subtitle here 27 November 2013 | NUS ISS | Where is Social Media Going in 2014?

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Presented by Mr Joseph Sales, Digital Director, UM Singapore at ISS Seminar: Where is Social Media Going in 2014? on 27 Nov 2013.

Transcript of The Story of WHY: Cracking the Social Code

Page 1: The Story of WHY: Cracking the Social Code

Title Here Subtitle here

27 November 2013 | NUS ISS | Where is Social Media Going in 2014?

Page 2: The Story of WHY: Cracking the Social Code
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Australia China France Germany Italy India Japan Mexico Philippines Russia South Korea Spain United Kingdom United States

Australia Brazil China France Germany Greece India Italy Japan Malaysia Mexico Pakistan Philippines Russia Singapore South Korea Spain Taiwan Thailand United Kingdom United States

Australia Austria Brazil Canada China Czech Republic Denmark France Germany Greece Hong Kong Hungary India Italy Japan Mexico Netherlands Pakistan Philippines Poland Romania Russia South Korea Spain Switzerland Taiwan Turkey United Kingdom United States

Austria Belgium Brazil Canada China Colombia Czech Republic Denmark Ecuador Finland France Germany Hong Kong Hungary India Italy Japan Latvia Lithuania Malaysia Mexico Netherlands Norway Peru Philippines Poland Portugal Romania Russia Singapore South Africa South Korea Spain Sweden Turkey United Kingdom United States

Algeria Argentina Australia Austria Bahrain Belgium Brazil Canada Chile China Colombia Czech Republic Denmark Ecuador Egypt Estonia France Germany Hong Kong Hungary India Ireland (ROI) Italy Japan Kuwait Latvia Lebanon Lithuania Malaysia Mexico Netherlands Norway Oman Philippines Poland Portugal Qatar Romania Russia Saudi Arabia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Taiwan Thailand Tunisia Turkey United Arab Emirates Ukraine United Kingdom

Algeria Argentina Australia Austria Bahrain Belgium Brazil Canada Chile China Colombia Croatia Czech Republic Denmark Ecuador Egypt Estonia Finland France Germany Greece Hong Kong Hungary India Ireland (ROI) Italy Japan Kuwait Latvia Lebanon Lithuania Malaysia Mexico Netherlands Norway Oman Philippines Poland Portugal Puerto Rico Qatar Romania Russia Saudi Arabia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Tunisia Turkey United Arab Emirates Ukraine United Kingdom United States Vietnam

Algeria Argentina Australia Austria Bahrain Belgium Bosnia & Herzegovina Brazil Bulgaria Canada Chile China Colombia Cote d’Ivoire Croatia Czech Republic Denmark Dominican Republic Ecuador Egypt Estonia Finland France Germany Greece Hong Kong Hungary India Indonesia Ireland (ROI) Israel Italy Japan Kenya Kuwait Latvia Lebanon Lithuania Macedonia Malaysia Mexico Netherlands Nigeria Norway Oman Paraguay Peru Philippines Poland Portugal Puerto Rico Qatar Romania Russia Saudi Arabia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Tunisia Turkey Ukraine United Arab Emirates United Kingdom United States Vietnam

countries respondents

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7 years of asking WHY has shown us that

underpin all social behaviour

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A look at categories,

top consumers look for from companies/brands,

and how consumers would if companies interact with them.

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An opportunity to

learn something

new

Software

Access to the latest news

about computer

software

Help and advice

Consumers would want to

spend more time with the

product, making them want

to find more information

about it. They feel that it will

give them detailed

understanding of the brand,

making them feel valued as

a customer in the process.

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Access to the latest

news about

consumer

technology

Technology

Access to entertaining

content and experiences

An opportunity to

learn something

new

Consumers would feel that

they will have more

knowledge of what the

product is, hence they want to

find more information about

it. The product would be more

desirable for them, thus

encourages them to try it.

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Consoles/ Games

Help to relax and

escape from

everyday life

Access to entertaining

content and experiences

Access to the latest

news about games

consoles or games

Consumers would feel that

they want to spend more time

with the product making them

desire for it. They will look for

more information about it

and willing to recommend the

product to their friends.

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/Telecommunications

Access to entertaining

content and experiences

Access to the latest news about

mobile/telecommunications

An opportunity to

learn something new

Consumers would want to

spend more time with the

brand and in the process

would desire for it more. They

will find more details about it

and in the end get clearer

understanding of its products

and services.

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and Drinks

Access to the latest news

about food and/or

drinks

Help to relax and escape

from everyday life

Access to

entertaining content

and experiences

Consumers would easily be

encouraged to try it and very

much willing to recommend it

to their friends. They would

feel valued as a customer

hence they will spend more

time with it as the product

now becomes very desirable

for them.

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Access to the latest news

about sports

Help to relax and escape

from everyday life

Access to

entertaining content

and experiences

Consumers will find more

things about the brand and

will spend more time just to

get information about it. The

sports product will become

desirable for them and in the

end recommend it to their

friends once they find value

from it.

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Help to relax and escape

from everyday life

Access to the latest news

about travel

Access to

entertaining content

and experiences

Consumers will spend more

time with your product or

service, making it more

desirable for them to travel.

They will find more things

about it that will result to

remembering it.

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Help to relax and escape

from everyday life

Access to entertaining

content and experiences

Access to the latest

news about movies

Consumers would spend

more time with it, desiring to

watch the movie. Once they

get a good experience from

watching it, they will surely

recommend it to others.

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Help to relax and escape

from everyday life

Access to the latest news

about music

Access to entertaining

content and

experiences

Consumers will find more

time with it making it seem

more desirable for them. They

will find out more about the

music, and be encouraged to

recommend it to others.

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Care

Access to the latest news

about personal care

Help and advice

An opportunity to

learn something new

Consumers will get detailed

understanding about the

brand, making them want to

find out more information.

They will be encouraged to try

the product and feel that they

are a valued customer.

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and Wellbeing

Access to the latest news

about health and wellbeing

Help and advice

An opportunity to

learn something new

Consumers will get detailed

understanding about the

brand, same feeling for the

personal care category. They

will want to find out more

information about it,

encouraging them to try the

product.

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Goods

Access to the latest news

about luxury goods

An opportunity to learn

something new

An opportunity to

display my interest or

support

Consumers will desire the

product, making them want to

purchase it. They will get

more understanding about

the brand and will make sure

to find out more about it.

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/ Motorcycle

Access to the latest news

about cars/motorcycles

An opportunity to learn

something new

Help and advice

Consumers will want to find

out more about the product

and should they find the value

compelling, they will

recommend it to others. They

will get more details about the

product and will feel valued

as a customer should the

brand interacts with them.

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Orgs / Causes

An opportunity to help

others

An opportunity to display

my interest or support

Help to create

something worth

sharing

Consumers will spend more

time with your cause and will

recommend it to others.

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Finance

Help and advice

Access to the latest news

about personal finance

An opportunity to

learn something new

Consumers will feel valued as

a customer and will get more

detailed understanding about

it, wanting to find out more.

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Care

Access to the latest news

about childcare

Help and advice

An opportunity to

learn something new

Consumers will get detailed

understanding about the

brand and will want to find

out more. They will feel

valued as a customer that

they will recommend the

product to their friends.

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The insight we gather from Wave drives a very different

philosophy. By asking first we can build strategies

that foster a beneficial

between brands and consumers. The mutual word is

important because, if the communication doesn’t benefit

both, it just cannot succeed long term. With Wave we

start with a very , what does the

consumer want from our brand and how will they feel

towards us if we deliver it. This means we can boil down

our thinking, concentrating only on the value exchange,

where .

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Joseph Sales

Digital Director, UM Singapore

Email: [email protected]

Mobile: 9780 1840