The Story of WHY: Cracking the Social Code
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Transcript of The Story of WHY: Cracking the Social Code
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27 November 2013 | NUS ISS | Where is Social Media Going in 2014?
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
7 years of asking WHY has shown us that
underpin all social behaviour
A look at categories,
top consumers look for from companies/brands,
and how consumers would if companies interact with them.
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.
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.
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.
/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.
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.
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.
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.
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.
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.
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.
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.
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.
/ 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.
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.
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.
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.
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 .