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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.
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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
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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
