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 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.

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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

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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 Channels People

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Fulfillment of higher order needs

Social feedback provides a sense of belonging

Sharing informational is inherently rewarding

SOCIAL NEED STATES

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PEOPLE

MOTIVATION

INFLUENCE

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.

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USAGE CONVERSATION MOTIVATION

A 3rd dimension to social media planning

Understanding the importance of 1%

1,000,000 FOLLOWERS

FAKE VIEW INTERACT

CARE

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We asked

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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

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So what are these motivations?

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Look, we are all motivated by 4 things

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Pleasure

Control

Self-Affirmation

Societal Integration

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Pleasure

Control

Self-Affirmation

Societal Integration

SELF AFFIRMATIONExpressing self and unlocking of

personal potential

SOCIAL INTEGRATIONEnriching social connections

CONTROLEfficiently manage my life and

daily chores

PLEASUREStimulation from new experiences

Pleasure Seekers

19%

Social Integrators

56%

Self-Affirmers

12%

SmartControllers

13%

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SOCIAL MEDIA HELPS ME

EXPRESS MY INDIVIDUALITY

SELF AFFIRMERS

INFLUENCED BYUser generated content from Key Opinion Leaders, online Word of Mouth from friends and family

WANTSAspirational content and recognition from peers

CHANNELS

USESWatches 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

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12%

“SOCIAL MEDIA

HELPS ME EXPRESS MY

INDIVIDUALITY

SELF AFFIRMERS

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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%

INFLUENCED BYBranded content, incentives, celebrity endorsement

WANTSEntertaining and unique content

CHANNELS

USESShops online regularly, checks QQ/Qzone upon waking, checks all accounts before bed. Takes part in brand activities on Sina weibo/Qzone

BRAND ENGAGEMENT

LOW HIGH

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Content for stimulation,

new experiences

Fun with friends

SOCIAL MEDIA IS IMMEDIATE

ENTERTAINMENT

PLEASURE SEEKERS19%

SOCIAL MEDIA IS IMMEDIATE

ENTERTAINMENT

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“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 & funQZ, 18-23 y.o. social media user

Content for stimulation,

new experiences

Fun with friends

SOCIAL MEDIA IS IMMEDIATE

ENTERTAINMENT

PLEASURE SEEKERS19%

INFLUENCED BYBranded content, online word of mouth from friends and colleagues

WANTSUtility, functional information and promotions

CHANNELS

USESChats 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

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13%

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“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 CONTROLLERS13%

INFLUENCED BYOnline word of mouth from friends and family, User Generated Content from KOLs

WANTSNew ideas to share with friends

CHANNELS

USESChats on QQ and WeChat at work, catches up on broadcast SNS at night. Posts on WeChatmoments and Qzone.

BRAND ENGAGEMENT

LOW HIGH

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SOCIAL MEDIA HELPS ME

MAINTAIN MY CONNECTIONS

SOCIAL INTEGRATORS

Managing broader social

networks

New ideas to enrich

relationships

56%

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“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.o social media user

SOCIAL MEDIA HELPS ME

MAINTAIN MY CONNECTIONS

SOCIAL INTEGRATORS

Managing broader social

networks

New ideas to enrich

relationships

56%

Archetype lead planning for influence

Mass Audience

Your Brand

Friends of Archetypes

Your CEO

Archetypes

Celebrities and KOLs

Sina Weibo

Mobile App

Youku Channel

Zhidao

E-Commerce

WeChat

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How are we bringing this to our clients?

MAPPING TO CLIENT SEGMENTS

PLANNING PROCESS

2.0

ADAPTING ALWAYS ON

CONTENT

ADAPTING CAMPAIGN

MECHANICS

Much more

SOCIAL

BRANDS

KOL

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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 Sina Weibo and WeChat moments 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

For even more follow us

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Slideshare: omdchina

Email: divesocial@omd.com