Download - The problem with Social Media
Problem• Emotional Contagion is sending users on social media vacations.
• 32 percent of Facebook’s active monthly users choose not to log in every day
• 64 percent of Twitter users are inactive in a given month
• 65 percent of Google+ users are inactive in a give month
• Twitter and Google+ combine for more than one billion unused accounts on a monthly basis.
Google+
0 17.5 35 52.5 70
Objectives• Instagram (2 week period):
• 50 followers
• 10 likes per post
• 2 comments per post
• Weibo (2 week period):
• 200 followers
• 100 visits/week
• 500 views/post
Competitive Analysis
Humor
Curiosity
Original
Inferiority
@Miserablemen
@Fatjew
@Blockheadnyc
@WhyOhWhy
@Richkidsofinstagram
@Ezrajwilliam
@Itslavishbitch
@Gogoboi
@Leftansmile
@Stylespottingkw
Profiles• Clusters of unhappy ‘lurkers’ who are on the brink
of escaping social media and in need to belong.
Profile-Dan• Primary: Men
• Name: Dan
• Millenials: 18-35
• Status: curious, busy, always on, cross roads of life, lonely
• Touch points: social media - instagram, facebook, twitter, tumblr
• entertinament: xbox one, ps4, netflix, hulu, youtube, soundcloud, spotify, roku
• Mobile apps
• websites: amazon, sports, news, tech, cars, music, beer, food, games, parties, business/finance
• Need states:
• escape
• belong
• subscribe
Profile-Maya• Secondary: women
• Name: maya
• Millennials: 18-35
• Status: curious, busy, always on, cross roads of life, lonely
• Touchpoints: social media - instagram, facebook, tumblr, snapchat, pintrest
• entertainment: netflix, hulu, youtube, soundcloud, spotify, roku
• Mobile apps - candy crush, yelp, myfitnesspal
• websites: fashion, music, desert, food, imdb, blogs, gossip, amazon
• Need states:
• escape
• belong
• subscribe
Escape
Belong Subscribe
Dan
• Social(Media(is(depressing(Barrier(
• WE(WILL(MAKE(YOU(FEEL(GOOD((Key(message(
• Instagram,(tumblr,(and(weibo((Touchpoint(mix(
• (follower,((likes,(visits((Behavioral(KPIs(
• I(can’t(relate(to(my(peers(social(media(anymore(Barrier(• We(get(how(you(feel(and(lets(get(togther(and(poke(fun(at(them.(Key(message(
• Instagram,(tumblr,(and(weibo((Touchpoint(mix(• Followers,(likes,(comments,(visits,(repost,(#(Behavioral(KPIs(
• Why(WOW?(Barrier(
• Our(content(is(real(and(relatable(Key(message(
• Instagram,(tumblr,(and(weibo(Touchpoint(mix(
Behavioral(KPIs( • Followers,(likes,(comments,(visits,(repost,(#(
Touchpoint Architecture
Touchpoint ArchitectureEscape
Belong Subscribe
Maya
• Social(Media(is(depressing(Barrier(
• WE(WILL(MAKE(YOU(FEEL(GOOD((Key(message(
• Instagram,(tumblr,(and(weibo((Touchpoint(mix(
• (follower,((likes,(visits((Behavioral(KPIs(
• I(can’t(relate(to(my(peers(social(media(anymore(Barrier(• We(get(how(you(feel(and(lets(get(togther(and(poke(fun(at(them.(Key(message(
• Instagram,(tumblr,(and(weibo((Touchpoint(mix(• Followers,(likes,(comments,(visits,(repost,(#(Behavioral(KPIs(
• Why(WOW?(Barrier(
• Our(content(is(real(and(relatable(Key(message(
• Instagram,(tumblr,(and(weibo(Touchpoint(mix(
Behavioral(KPIs( • Followers,(likes,(comments,(visits,(repost,(#(
Why Instagram?• 200 million monthly active users
• More than 75 million daily users
• 51% users are male, and 49% are female
• “Love” Media
Instagram Strategy• Message
• Tone: Fun, humor, critical, puzzled, curious
• Key Words: WHY
• #:#WhyOhWhy, #WOW, #Funny, #Fun, #Mademyday, #Stupid
• Strategy
• Original Content
• Tumblr
• Interaction with followers
Instagram Optimization• Hashtags from top hashtags
• Time of day posted
• Frequency of post
• Follow backs
• Following
• Filter using
Why Weibo• Chinese Twitter equivalent social media platform
• About 130 millions active users
• Top 3 pictures consuming site
Weibo-Strategy• Messaging
• Tone: critical, fun, puzzled
• Key Words: why?!
• #: #whyohwhy#, #fashion#, #newyork#
• Language: Chinese, English
• Strategy
• Promotional-Free giveaway
• Buy followers
Weibo Optimization• Hashtags from top hashtags
• Time of day posted
• Frequency of post
• Follow backs
• Following
0
75
150
225
300
Followers Likes Comments0
450
900
1350
1800
Followers Visits Views
Instagram Weibo